Effectiveness of Electronic Customer Satisfaction Survey in Luxor and Aswan Hotels

Document Type : Original Article

Authors

1 Hotel Management, Faculty of Tourism and Hotel Management, Beni Suef University

2 Hotel Studies Department, Faculty of Tourism and Hotels, Luxor University

Abstract

Electronic Surveys have become one of the recent technological tools used in the hospitality industry. Online customer satisfaction review is a significant type of electronic surveys utilized by marketing departments in hotel establishments. The research aims at identifying the main advantages, disadvantages, and effectiveness of applying an electronic customer satisfaction survey. Seven 5-star hotels in Luxor and Aswan have been selected as the research sample, representing 58.5% of the total number of 5-star hotels in Luxor and Aswan. A questionnaire has been distributed among 35 employees working in the marketing department of the visited hotels and an interview has been conducted with 21 managers working in related departments in the investigated hotels. Advantages are summarized in the fast and easy access of guests, prompt and fast analysis of staff to the survey. On the other hand, disadvantages are briefed in the high cost of installing online systems and the ignorance of some staff and guests in using them. Egyptian Hotel Association,  in collaboration with hotel properties, should provide technical assistance for installing an obligatory electronic customer satisfaction survey in Egyptian hotels, including Luxor and Aswan hotels. Finally, hotels have to assign technical staff for installing such a system with a follow-up agenda and provide training sessions to their staff to teach them the knowhow of operation.

Keywords

Journal of Association of Arab Universities for Tourism and Hospitality
Volume 19, Issue 1
December 2020
Pages 113-142

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