UNIVERSITY OF SOUTHERN MINDANAO

COLLEGEOF HUMAN ECOLOGY AND FOOD

SCIENCES DEPARTMENT OF HOSPITALITY
Professional Development and Applied Ethics

2 BSHM A 2 BHSM B
Katrina Kye Maghanoy Mary Rose Lim
Louish Rabago Honey Mae Tugas
Princess Ann Condino Angelica Lumain
Synopsis

Our collective challenge to achieve sustainable development, like any other business, requires hotels to
incorporate sustainability principles into their operations while simultaneously creating economic, social, and
environmental value. Despite the fact that hotels are becoming more engaged with specific aspects of sustainability,
many, if not most, hospitality professionals continue to believe that guests are primarily motivated by hedonic and
gain motives, see sustainable measures as a threat to their hospitality experience, and thus are unwilling to accept
more progressive sustainability measures. This study investigates whether this assumption is correct, and whether
hotel guests are willing and able to focus on sustainability-related (normative) values during their stay, and thus
accept a change in the current host-guest relationship. By reviewing relevant literature and analyzing the findings of
interviews with hotel guests, this study concludes that, in the eyes of the guest, the host-guest relationship within
hotels does not have to be limited to a purely economic transaction, but rather allows for an open and informed
discussion between host and guest on how to transform this relationship into one that actually supports the hotel
sector's long-term sustainability. This conclusion should hopefully inspire hotels to take a more mature approach to
integrating sustainability into their strategy and operations, as well as a more open and collaborative conversation
with guests about current and future sustainability initiatives. The goal of this research was to see how Customer
Relationship Management (CRM) affects customer loyalty in the hotel industry. The study's goals were to see if
customer relationship has an impact on customer loyalty, if the practice of effective customer relationship
organizations has a long or short term financial impact, to see how effective customer relationship leads to customer
satisfaction, and to see if the hotel's services meet customers' needs and wants.

Introduction

Customer satisfaction is a corporate concept that focuses on providing value to customers, anticipating and
managing their expectations, and showing the capacity and responsibility to meet their requirements. Customer
happiness and service quality are important success elements for every organization (Gronoos, 1990; Parasuraman et
al., 1988). According to Valdani (2009), companies exist because they have a client to serve. The key to achieving
long-term advantage is to provide high-quality service that results in pleased consumers (Shemwell et al, 1998).
Service quality and customer satisfaction are critical aspects in gaining a competitive edge and retaining customers.
Customer satisfaction is determined by the customer's assessment of the value obtained in a transaction or
relationship, where value = perceived service quality, as opposed to the value expected from transactions or
relationships with rival suppliers (Blanchard & Galloway, 1994; Heskett et al., 1990; Zeithaml et al., 1990). To
achieve customer satisfaction, it is necessary to understand and anticipate consumers' requirements, as well as to be
able to meet them. One of the most difficult problems for hotel and restaurant managers nowadays is to offer and
maintain client satisfaction. Professionals in the tourist sector are becoming increasingly aware of customer demands
for high-quality products and services (Lam & Zhang, 1999; Yen & Su, 2004). Guest connections are an
organizational strategic asset (Gruen et al., 2000), and customer satisfaction is the beginning point for defining
company objectives. In this setting, positive connections can enhance consumer commitment and return rate.

Background

In the past, tourism was frequently regarded as the natural result of a given territory's environmental and
cultural endowments. According to this viewpoint, the role of hospitality companies is confined to the provision of
services to visitors and cannot affect demand levels. According to Le Blanc and Nguyen (1996), marketing activities
should be aimed on emphasizing the environmental qualities of the site in order to attract new clients. The continual
growth in demand for touristic services, as well as visitors' requests for greater standards, has increased rivalry
among hospitality providers and emphasized how the attractiveness of a touristic location is impacted by the quality
of its services. In the past, tourism was frequently regarded as the natural result of a given territory's environmental
and cultural endowments. According to this viewpoint, the role of hospitality companies is confined to the provision
of services to visitors and cannot affect demand levels. According to Le Blanc and Nguyen (1996), marketing
activities should be aimed on emphasizing the environmental qualities of the site in order to attract new clients. The
continual growth in demand for touristic services, as well as visitors' requests for greater standards, has increased
rivalry among hospitality providers and emphasized how the attractiveness of a touristic location is impacted by the
quality of its services. (Atkinsons, 1988; Ananth et al., 1992; Barsky & Labagh, 1992; Cadotte & Turgeon, 1988;
Knutson, 1988; McCleary et al., 1993; Rivers et al., 1991; Wilensky & Buttle, 1988). Several studies have been
conducted to examine the wants and wishes of visitors. Wuest et al. (1996) defined hotel attribute perception as the
degree to which visitors may find certain services and facilities important for their stay in a hotel. Cleanliness,
pricing, location, security, personal service, physical beauty, possibilities for leisure, standard of services, appealing
image, and reputation are acknowledged by tourists as critical factors in determining the quality of a hotel.

Proposed Solution/Changes

As a result, both investigating the relevance of single qualities in hotel selection for consumers and
conducting a systematic assessment of their level of satisfaction are required. Guest satisfaction research, which
considers whether or not consumers would return to a hotel or recommend it to other visitors, is critical to the
success of the hospitality industry. Neglecting to pay attention to the hotel qualities deemed most essential by
visitors results in poor ratings of the hotel, limiting the likelihood of repeat patronage. Desk analysis and
unstructured interviews to management show that customer loyalty programs are promoted and managed by the
management and in particular by the head of the marketing office. The main promotion channels are:

• distribution of promotional material through travel agencies;

• experience trips, where local tour operators, press, opinion leaders are invited to visit the hotel; Web-page;

• TV programs to describe the hotel; participation to fairs; public relations.

The services examined using the semi-structured interviews are: overall service perception; transfer service;
reception service; room quality; restaurant service; trips and excursions service; seaside service; entertainment.

Recommendations

So how do you ensure customer satisfaction in the hospitality industry? There is no industry that is more
reliant on consumer happiness than hospitality. Keeping customers, clients, and visitors pleased is how this
industry's services thrive. With venues becoming increasingly competitive, finding innovative and interesting
methods to maintain high levels of client engagement is critical. So, how can a contemporary hospitality
establishment assure client satisfaction? We are in an age where one of the most important aspects of any business is
its online presence. The hospitality sector has had to throw itself completely into the digital world; hotels,
restaurants, and other hospitality organizations have all had to improve their online offerings. A happy client will
feel that they are more than simply a number in a sea of many visitors. With hospitality businesses being able to
collect more data than ever before, there is no justification for not tailoring their marketing efforts to specific groups
of their audience. Activity recommendations tailored to people based on their age, attitudes, or preferences are just
one example of how hotels make their visitors feel appreciated. Because no organization is perfect, customers
should always be able to raise complaints or propose improvements. If a client has a bad experience, there should be
a clear and apparent way for them to express their concerns, and businesses should strive to fix any issues as soon as
feasible. Customers must feel secure in order to unwind and enjoy themselves. This is especially true in the hotel
sector, which frequently caters to guests from countries where they may not feel completely at ease. In hotels and
restaurants, security measures such as safes and CCTV cameras should be in place, but venues should be careful not
to go overboard and frighten any visitors. The recommendations mentioned above are some of the ways to satisfy
the customers and their needs.

Implementations

More than just keeping consumers is at stake when it comes to customer happiness. It’s all about being
proud of your brand. When your company is concerned about increasing customer pleasure, the results will come
quickly. Salesforce can provide the most comprehensive customer service experience, resulting in a more successful
business and happier customers. ‘Personalisation’ is as buzzing as a term can get when it comes to satisfying guests,
and for good reason; there’s no excuse not to be focusing more on client contact. Hoteliers, on the other hand, face a
continuing challenge in improving the visitor experience and ensuring that guest expectations are met. It makes
things more difficult for hotels, but it also increases their chances of providing an unforgettable experience for their
customers.

 If a couple is celebrating their anniversary, consider leaving a bottle of champagne or chocolate-covered

strawberries for them when they arrive. It’s a tiny gesture, but one they’ll remember and value.
 Implementing in-room technology is now being created for hotels both fascinating and game-changing.
Hotels begins to install “smart room keys,” which allow guests to unlock their doors with a simple swipe of
their smartphone. For bot guests and workers, tablets are proven to be an efficient communication tool.
 Reward repeat guest, adding an instant perks, such as free drink at the bar, gratis valet, late check-out, or an
automatic hotel upgrade, in addition to the free nights. It’s great to greet them by name and express
gratitude for their devotion.
 Create an inclusive and accessible experience for all; effective communication, responsive service,
standardized content and services; personalized offers.

Conclusion

Customer service is at the heart of the hotel industry. Guest Service in the Hospitality Industry teaches hospitality
managers how to meet and exceed their customers' expectations by providing excellent service throughout the
organization, its people, and its strategy. Maintaining customer relationships is as simple as listening to them. One
way that social media might aid listening is by allowing businesses and visitors to connect. You will be able to
answer swiftly if you listen and applying your communication skills to improve the visitor experience by
demonstrating that you are paying attention to your guests, appreciating their input, and communicating clearly.
Your guests will be impressed by your communication skills, which will benefit your hotel and businesses. We are
responsible for offering professional and upmarket service, as well as assessing customer feedback and adopting
innovative techniques to improve our guests' experience. Creating an unforgettable experience for your guests
necessitates a high level of guest service. It's what separates good companies from great ones. The provision of
services must have certain goals in mind, such as reaching out to clients and satisfying their needs. Failure to meet
these requirements will result in the loss of clients who are looking for prospective businesses. Because satisfaction
is a specific motive for providing services, it must be the most important attribute of the company. In fact, if there
was no requirement for satisfaction, no business would provide the services. The importance of customer
satisfaction in ensuring loyalty cannot be overstated. This loyalty may result in more customers and revenue than
previous achievements.