CUSTOMER SATISFACTION ON HOTEL SERVICES DURING GLOBAL HEALTH CRISIS
Keywords:
Business and Management, Global Health Crisis, Customer Satisfaction, Hotel Services, Front Office, Food and Beverage, Housekeeping, Descriptive-quantitative, Philippine HotelsAbstract
COVID-19 is one of the most difficult challenges organizations have faced in the previous years. The Philippines' hotel industry is facing previously unheard-of difficulties as a result of the COVID-19 pandemic's lasting impacts. The study aimed to assess the level of customer satisfaction with hotel services in the areas of food and beverage, front office, and housekeeping as the basis for a customer service action plan. Likewise, it explored the challenges encountered by hotels during a global health crisis. The study used a descriptive-quantitative research design using a survey. The respondents of this study were the 211 guests of the nine DOT-accredited hotels. Convenience sampling was employed. An online software package for the analysis of statistical data was used to obtain the mean and standard deviation for the level of customer satisfaction; frequency and percentage were used in the challenges encountered because of their clarity in expressing quantitative analysis between variables. The findings of the study indicate guests' very high level of satisfaction with hotel services in all areas (food and beverage, housekeeping, and front office). In conclusion, the respondents perceived a very high overall level of customer satisfaction with hotel services in the areas of front office, food and beverage, and housekeeping.
References
Abdullah, O., Sufi, T., & Kumar, S. (2022). Study of food and beverage service quality and customer satisfaction, A literature-based survey of five-star hotel restaurants. Journal of Positive School Psychology, 2959–2965. https://www.journalppw.com/index.php/jpsp/article/view/3772
Al-Marzouqi, A., & Ben Yahia, I. (2022). Impact of COVID-19 pandemic on food and beverage service performance and behavioral intents: Importance of sanitary measures. Journal of Foodservice Business Research, 1–24. https://doi.org/10.1080/15378020.2021.1936871
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
Anguera-Torrell, O., Aznar-Alarcón, J. P., & Vives-Perez, J. (2021). COVID-19: Hotel industry response to the pandemic evolution and to the public sector economic measures. Tourism Recreation Research, 46(2), 1–10. https://doi.org/10.1080/02508281.2020.1826225
Aragaw, T. A., & Mekonnen, B. A. (2022). Understanding disposable plastics effects generated from the PCR testing labs during the COVID-19 pandemic. Journal of Hazardous Materials Advances, 7, 100126. https://doi.org/10.1016/j.hazadv.2022.100126
Azis, L., & Che Ahmat, N. (2022). Impact of COVID-19 pandemic on hotel service quality and customer satisfaction. Journal of Tourism, Hospitality & Culinary Arts (JTHCA) 2022, 14(2), 69–96. https://ir.uitm.edu.my/id/eprint/68342/1/68342.pdf
Balasubramanian, K., & Ragavan, N. A. (2019). What are the key challenges faced by the Malaysian hospitality and tourism industry in the context of industrial revolution 4.0? Worldwide Hospitality and Tourism Themes, 11(2), 194–203. https://doi.org/10.1108/whatt-11-2018-0079
Baquero, A. (2023). Is customer satisfaction achieved only with good hotel facilities? a moderated mediation model. Administrative Sciences, 13(4), 108. https://doi.org/10.3390/admsci13040108
Basnyat, S., & Sharma, S. (2021). Effects of COVID-19 crisis on small and medium-sized hotel operators: Insights from Nepal. Anatolia, 32(1), 106–120. https://doi.org/10.1080/13032917.2021.1879184
Bizi Mubiri, J. (2016). Customer satisfaction in hotel services. https://www.theseus.fi/bitstream/handle/10024/114578/Mubiri%20Joleen%20thesis.pdf?seque
Borooah, D. (2022). Exploring the impact of covid-19 protocols on communication cues between hotel staff and guests in the hospitality industry. https://scholarworks.calstate.edu/downloads/3j333791b
Centina, N. (2020). COVID crashes tourism industry, lays off thousands. Digital News Exchange. https://dnx.news/covid-crashes-tourism-industry-lays-off-thousands/
Chalupa, S., & Chadt, K. (2021). The perception of soft skills and their training at hotel front – office in connection to COVID-19 pandemics. TEM Journal, 10(2), 517–521. https://www.ceeol.com/search/article-detail?id=953395
Chan, I. C. C., Ma, J., Ye, H., & Law, R. (2021). A comparison of hotel guest experience before and during pandemic: Evidence from online reviews. Information and Communication Technologies in Tourism 2021, pp. 549–556. https://doi.org/10.1007/978-3-030-65785-7_52
Chan, J., Gao, Y., & McGinley, S. (2021). Updates in service standards in hotels: How COVID-19 changed operations. International Journal of Contemporary Hospitality and Tourism, 33(5). https://www.emerald.com/insight/content/doi/10.1108/IJCHM-09-2020-1013/full/html
Chi, C. G., Ekinci, Y., Ramkissoon, H., & Thorpe, A. (2022). Evolving effects of COVID-19 safety precaution expectations, risk avoidance, and socio-demographic factors on customer hesitation toward patronizing restaurants and hotels. Journal of Hospitality Marketing & Management, pp. 1–17. https://doi.org/10.1080/19368623.2022.2021581
Daniel, E. (2016). Qualitative and quantitative approaches and methods are useful in researching problem-solving ability in science education curriculum. In Journal of Education and Practice. https://files.eric.ed.gov/fulltext/EJ1103224.pdf
Davras, O., & Durgun, S. (2022). Evaluation of precautionary measures taken for COVID-19 in the hospitality industry during pandemic. Journal of Quality Assurance in Hospitality & Tourism, 1–23. https://doi.org/10.1080/1528008x.2021.1932013
Demir, Ş. Ş. (2021). The effect of COVID-19 measures in hotels on tourists' perceptions of safe tourism service. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry, 372–392. https://doi.org/10.4018/978-1-7998-8231-2.ch018
Duarte, P., Santos Estevão, C., Cabral, A., Campón-Cerro, A. M., & Yuliati, U. (2023). Is it possible to feel safe in hotels during the COVID-19? Key factors in hotel guests’ risk and safety perception. Anatolia, 34(4), 579-592. https://doi.org/10.1080/13032917.2022.2097930
Elshaer, A. M., Al-Abyadh, M. H. A., Alsetoohy, O., Marzouk, A. M., & Agina, M. F. (2022). COVID-19 pandemic: A motive for pro-environmental behaviors (pebs) in the egyptian tourism and hospitality industry. Rocznik Ochrona Środowiska, 24. https://doi.org/10.54740/ros.2022.030
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708
Gumaste, R., Bhagwat, R., & Thakkar, P. (2015). A study on hotel front office practices and its impact on guest satisfaction with reference to the Vivanta by Taj Blue Diamond, Pune. ATITHYA: A Journal of Hospitality, 1(2). https://doi.org/10.21863/atithya/2015.1.2.010
Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: Review of the current situations and a research agenda. Journal of Hospitality Marketing & Management, 29(5), 527–529. https://doi.org/10.1080/19368623.2020.1788231
Jana, A., & Chandra, B. (2016). Mediating role of customer satisfaction in the mid-market hotels: An empirical analysis. Indian Journal of Science and Technology, 9(1). https://doi.org/10.17485/ijst/2016/v9i1/81973
Jayanti, J. (2020, June 29). Hotel industry welcome back strategy. Institute of Hospitality. https://www.instituteofhospitality.org/hotel-industry-welcome-back-strategy-review/
Johnson, K. R., Arora, P., & Singh, B. K. (2022). A cross-country analysis of hotel leaders' response to COVID-19: A way forward. Human Resource Development International, 25(3), 1–23. https://doi.org/10.1080/13678868.2022.2072701
Kostromitina, M., Keller, D., Cavusoglu, M., & Beloin, K. (2021). “His lack of a mask ruined everything.” Restaurant customer satisfaction during the COVID-19 outbreak: An analysis of Yelp review texts and star-ratings. International Journal of Hospitality Management, 98, 103048. https://doi.org/10.1016/j.ijhm.2021.103048
Kulshreshtha, K., & Sharma, G. (2022). From restaurant to cloud kitchen: Survival of the fittest during COVID-19 An empirical examination. Technological Forecasting and Social Change, 179(121629), 121629. https://doi.org/10.1016/j.techfore.2022.121629
Kumar, S., & Bhatnagar, D. (2017). Effect of food and service quality on customer satisfaction: A study of 3 star hotels in Punjab region. International Journal of Sales & Marketing Management Research and Development, 7(4), 35–48. https://doi.org/10.24247/ijsmmrdaug20175
Kumar, S., Ghosh, S., & Mondal, B. (2021). Training-up during COVID-19 in hotel housekeeping operations in selected hotels of Kolkata. Indian Journal of Hospitality Management, IHMA, 3(1). http://ihmahmedabad.com/download/others/Journal%20Index_2021/312.pdf
Kunchornsirimongkol, K. (2020). Food and beverage quality improvement for hotel in Thailand after COVID-19 pandemic. PalArch's Journal of Archaeology of Egypt/ Egyptology, 17(7), 8371–8376. https://archives.palarch.nl/index.php/jae/article/view/3620
Lal, S. (2022). Maintaining hygiene and sanitation in food handlings areas of hotels amid COVID-19 outbreak. Journal of Medical Pharmaceutical and Allied Sciences, 11(3), 4909–4913. https://doi.org/10.55522/jmpas.v11i3.2070
Lee, S. H., Yun, J. J., Díaz, M. M., & Duque, C. M. (2021). Open innovation through customer satisfaction: A logit model to explain customer recommendations in the hotel sector. Journal of Open Innovation: Technology, Market, and Complexity, 7(3), 180. https://doi.org/10.3390/joitmc7030180
Mankame, M. S. (2021). Study on hotel front office practices and its impact on guest satisfaction. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(1), 4545–4550. https://www.archives.palarch.nl/index.php/jae/article/view/6961
Mazhar, M., Hooi Ting, D., Zaib Abbasi, A., Nadeem, M. A., & Abbasi, H. A. (2022). Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery. Cogent Business & Management, 9(1). Менаџмент у хотелијерству и туризму, 9(2), 63–78. https://doi.org/10.1080/23311975.2022.2072186
McKibbin, W. J., & Fernando, R. (2020). Global macroeconomic scenarios of the COVID-19 pandemic. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3635103
Mehta, M. P., Kumar, G., & Ramkumar, M. (2023). Customer expectations in the hotel industry during the COVID-19 pandemic: A global perspective using sentiment analysis. Tourism Recreation Research, 48(1), 110-127. https://doi.org/10.1080/02508281.2021.1894692
Mildred Tapfuma, M., & Musavengane, R. (2022). COVID-19 and employee-customer relationship: Hotel frontline employee perceptions. Journal of Human Resources in Hospitality & Tourism, 21(1), 31-56. https://doi.org/10.1080/15332845.2022.2015231
Milovanović, V., Paunović, M., & Avramovski, S. (2021). The impact of COVID. https://cyberleninka.ru/article/n/the-impact-of-covid-19-on-the-hotel-supply-chain-management
Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), 358–364. https://doi.org/10.1016/j.kjss.2018.04.001
Murphy-Reyes, A. (2017). Nutrition Research. Jones & Bartlett Learning.
Ndiba, C., & Mbugua, D. (2018). Effect of customer service practices on performance in the hospitality industry: A case study of hotels in Nairobi County, Kenya. International Journal of Social Science and Technology. https://www.ijssit.com/main/wp-content/uploads/2018/05/Effect-Of-Customer-Service-Practices-On-Performance-In-The-Hospitality-Industry.pdf
Nilashi, M., Abumalloh, R. A., Alghamdi, A., Minaei-Bidgoli, B., Alsulami, A. A., Thanoon, M., Asadi, S., & Samad, S. (2021). What is the impact of service quality on customers' satisfaction during the COVID-19 outbreak? New findings from online reviews analysis. Telematics and Informatics, 64, 101693. https://doi.org/10.1016/j.tele.2021.101693
Ning, H., & Shin, S. (2022). Impact of hygiene and sanitation on hotel guest satisfaction in the context of the COVID-19 pandemic. Journal of Tourism Studies and Hospitality Research, 3(2).
Oliver, R. L., Balakrishnan, P. S., & Barry, B. (1994). Outcome satisfaction in negotiation: A test of expectancy disconfirmation. Organizational Behavior and Human Decision Processes, 60(2), 252-275. https://doi.org/10.1006/obhd.1994.1083
Osei, B., Ragavan, N., Kandappan, B., & Kofi Mensah, H. (2020). “Hospitality revolution 4.0”: A literature review on a unified typology of IR 4.0 technologies for the tourism and hospitality industry in the era of COVID-19. Center for Research and Innovation in Tourism, 9(1), 25–45. https://fslmjournals.taylors.edu.my/wp-content/uploads/APJIHT/APJIHT-2020-9-1/APJIHT-2020-P2-9-1.pdf
Pérez, L. M., Alonso, M., & Rodríguez, M. (2021). Consuming safe hotels during the COVID-19 pandemic: The case of Spain. Current Issues in Tourism, 1–6. https://doi.org/10.1080/13683500.2021.2015300
PricewaterhouseCoopers. (2020). Tourism and COVID19: PwC Philippines. https://www.pwc.com/ph/en/publications/tourism-pwc-philippines/tourism-covid-19.html
Promsri, C., Chaigusin, S., Magtanaroong, P., & Magtanaroong, K. (2021). Crisis leadership in a hotel industry during COVID-19 pandemic in Thailand. Cross Current International Journal of Economics, Management and Media Studies, 3(3), 29–34. https://doi.org/10.36344/ccijemms.2021.v03i03.003
Raina, A., Sharma, S., & Kapoor, B. K. (2021). Local food and community empowerment through tourism. Hospitality Treasure, 2.
Ray, A., & Ma, L. (2021). Operational changes and performance outcomes: Analysis on hotels of five Asia–Pacific countries. International Journal of Global Business and Competitiveness, 1–12. https://doi.org/10.1007/s42943-021-00041-9
Rodrigues, A. D. O., Gandra, E. A., Conceição, R. D. C. D. S. D., Silveira, D. R., & Timm, C. D. (2018). Good hygienic practices and identification of contamination sources in hotel food and beverage sector. Food Science and Technology, 38, 154-159. https://doi.org/10.1590/fst.17417
Sadhale, M. (2021). The changing role of housekeeping department in hotels post COVID-19 pandemic. https://doi.org/978-81-951936-0-8
Saydam, M. B., Olorunsola, V. O., Avci, T., Dambo, T. H., & Beyar, K. (2022). How about the service perception during the COVID-19 pandemic: An analysis of tourist experiences from user-generated content on TripAdvisor. https://doi.org/10.1108/trc-08-2021-0013
Sayin, O. G. K., & Karaman, A. (2019). Communication and productivity with guests at front office; A qualitative study on hotels. Journal of International Management and Social Researches, 6(11), 186-196. https://www.uysad.com/FileUpload/as907385/File/communication_and_productivity_with_guests_at_front_office_k_sayin_a_karaman_revize.pdf
Schimanovich, A. (2021). The shift in significance of hotel choice and satisfaction attributes during the COVID-19 pandemic in respect of changes made in the hotel industry. https://www.modul.ac.at/uploads/files/Theses/Bachelor/Undergrad_2021/BBA_2021/1511007_SCHIMANOVICH_Andre_BBA_Thesis.pdf
Shahane, R., & Fernandes, M. (2021). To study the training program implemented by the housekeeping department for onboarding staff in a post-pandemic world and its impact on employee motivation. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4033098
Sharma, A., Shin, H., Santa-María, M. J., & Nicolau, J. L. (2021). Hotels' COVID-19 innovation and performance. Annals of Tourism Research, 88, 103180. https://doi.org/10.1016/j.annals.2021.103180
Somawati, N. L., Arthini, N. N. S., Adnyana, I. M. S., & Iswarini, N. K. (2022). Preferensi tamu terhadap pelayanan room attendant di doubletree by Hilton Johor Bahru pada masa pandemic covid -19. Journal of Hospitality Accommodation Management, 1(1), 34–42. https://doi.org/10.52352/jham.v1i1.715
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does hotel customer satisfaction change during the COVID-19? A perspective from online reviews. Journal of Hospitality and Tourism Management, 51, 132–138. https://doi.org/10.1016/j.jhtm.2022.02.027
Spoerr, D., & Pitsoulis, A. (2023). Effects of COVID-19 on the most important hotel attributes for German leisure travellers: an empirical investigation. Leisure/Loisir, 47(2), 281-306. https://doi.org/10.1080/14927713.2022.2118818
Srivastava, A., & Kumar, V. (2021). Hotel attributes and overall customer satisfaction: What did COVID-19 change? Tourism Management Perspectives, 40, 100867. https://doi.org/10.1016/j.tmp.2021.100867
Suh, K.-H. (2022). "Relaxing getaway in times of pandemic": Investigating online compliments on luxury beach resorts. Studies in English Language & Literature, pp. 81–104. https://doi.org/10.21559/aellk.2022.48.3.005
Suleri, J., Meijer, R., & Tarus, E. (2021). Exploring hotel identity by focusing on customer experience analysis. Research in Hospitality Management, 11(2), 113–120. https://doi.org/10.1080/22243534.2021.1917178
Tavitiyaman, P., Tsui, B., Chan, C. L. F., & Miu, H. W. (2022). Employee productivity of hotel room attendants: An input–output perspective. International Journal of Hospitality & Tourism Administration, 1–28. https://doi.org/10.1080/15256480.2021.1881941
Udhyani, M. R. A., Astuti, N. N. S., Sari, I. G. A. M. K. K., & Sudiarta, M. (2022). The implementation of front office SOP based on CHSE during the COVID-19 pandemic. International Journal of Glocal Tourism, 3(1), 48–60. https://ejournal.catuspata.com/index.php/injogt/article/view/174
Valentina, A., Rustika, R., & Gardiarini, P. (2021). Tantangan penerapan cleanliness, health, safety, dan environment sustainability (chse) di departemen front office blue sky hotel balikpapan dalam rangka pencegahan penyebaran covid-19. Prosiding Snitt Poltekba, 5(0), 31–36. https://jurnal.poltekba.ac.id/index.php/prosiding/article/view/1341
World Health Organization (WHO). (2020). Operational considerations for COVID-19 management in the accommodation sector Interim guidance 31 March 2020 Background. https://apps.who.int/iris/bitstream/handle/10665/331638/WHO-2019-nCoV-Hotels-2020.1-eng.pdf
Yacoub, L., & ElHajjar, S. (2021). How do hotels in developing countries manage the impact of COVID-19? The case of Lebanese hotels. International Journal of Contemporary Hospitality Management, 33(3), 929–948. https://doi.org/10.1108/ijchm-08-2020-0814
Yilmaz, G., & Şahin, A. (2021). How does the COVID-19 outbreak affect the food and beverage industry in Turkey? Proposal of a holistic model. Journal of Foodservice Business Research, 1–37. https://doi.org/10.1080/15378020.2021.1883216
Yu, W., Cui, F., & Hou, Z. (2023). The evolution of consumers' demand for hotels under the public health crisis: opinion mining from online reviews. Current Issues in Tourism, pp. 1–17. https://doi.org/10.1080/13683500.2022.2073204
Zibarzani, M., Abumalloh, R. A., Nilashi, M., Samad, S., Alghamdi, O. A., Nayer, F. K., Ismail, M. Y., Mohd, S., & Mohammed Akib, N. A. (2022). Customer satisfaction with restaurants service quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, 101977. https://doi.org/10.1016/j.techsoc.2022.101977
