Abstract
Most operators use unreliable measures of customer satisfaction. Suppose a guest is dissatisfied today with a hotel's service: the resulting lost sale will not occur until the next time the guest visits the city—perhaps weeks or months from now Moreover the lost sale may not be reflected in the firm's financial figures for several additional weeks. Several months might pass before management contemplates taking action to correct the problem —and, without an indication of the factors that caused the guest's dissatis faction, management will not know what action to take.
It seems clear that retail firms in general require a more accurate means of measuring consumer satisfaction. The recently developed push-button questionnaire appears to meet many managerial and consumer requirements for an effective service-evaluation system.
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