Superior customer service to face intensified competition : A case study of a budget hotel in Watford

Abstract

Purpose – This study aims to obtain regular guests’ views regarding customer satisfaction in Watford North Premier Inn. Methodology – Self administered questionnaires were distributed over a month’s period in 2009 and 2010 to measure guest satisfaction with the hotel and key drivers of customer delight. Data was analysed using Microsoft Excel. Findings - The results indicate that repeat customers are satisfied with the customer service attributes of the hotel with higher positive scores in 2009 than 2010. The results show that regular customers are not entirely satisfied with the tangible elements of the hotel experience. Research limitations - As the questions are designed to test customer satisfaction in Watford North Premier Inn, the results cannot be generalised. Further research needed to establish a trend in Premier Inn. Practical implications - It would be necessary to adopt advances in technology, such as free Wi-Fi and the installation of an air conditioning system since the hotel group mainly targets business customers. Watford North Premier Inn should incorporate customer service training for both reception and housekeeping staff to advance themselves in their job and avoid customer complaints.