The role of customer care on the performance of the hospitality industry

Abstract

This study examined the role that customer service plays in the performance of the hospitality industry. The objectives of the study were to investigate the role that employee competence plays on the performance of the hospitality industry, establishing the influence that service delivery modes have over the performance of the industry and the contribution that Customer Relationship Management makes to the industry’s performance. The works of previous authors were used to develop literature on these objectives to find out what has already been discussed concerning them using textbooks, journal articles and the internet. The methodologies employed to collect information included the use of well-designed and pre-tested questionnaires, personal interviews with the employees and some of the customers and also physical observation carried out by the researcher for any visible signs of customer service at the Lidalex Apartments location. These methodologies were employed because they would be efficient in providing sufficient information necessary in the drawing of conclusions on the study about Customer Service practices carried out at the Apartments and how they affect the customers’ view of the service. Information obtained from a sample of 52 respondents was analyzed qualitatively and quantitatively and it was found that customers placed a high value on the level on service they had received at the Apartments. This was measured basing on the different elements of customer service including employee competence, service delivery modes and Customer Relationship Management. There was a high positive relationship between these elements and the performance of the Lidalex Apartments. For the recommendations, the researcher advised the business to make sure that specific attention and detail is paid to the customer service level by ensuring prompt service delivery since the customers have different agendas to attend to. The researcher also advised the managers of the business to employ only the personnel with the skills and ability to treat customers in a friendly and courteous way so that they are encouraged to keep coming back for the service and while also recommending other customers to get their service from there because of the personal way in which the services are offered. The business should carry out reorganization to make sure that customers have an experience they will not forget and one that will make them loyal to the business, since this is the way that the businesses are able to perform and obtain a competitive advantage as well as make profits. The results were applied to the entire hospitality industry since the Lidalex Apartments were found representative enough of the industry and the same recommendations were addressed to other businesses in the same industry as it can be concluded that customer service affects them all in the same way as well.