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Customer Relationship and Satisfaction: The Jumeirah Beach Hotel Case Study
Abstract
This paper establishes if using a comment card provides a reliable form of feedback regarding customer satisfaction in hotels. This exploratory study was conducted at the Jumeirah Beach Hotel-Dubai, UAE. They are a convenient way for guests to complain, make suggestions and praise. Managers use this input to make quick fixes and comfort distraught guests. The trouble is that hotels depend on comment cards for more than casual guest feedback. Hotels use the results for determining employee bonuses or employee performance evaluations and depend them when making business decisions. This paper examines the comment cards as an important feedback mechanism to measure customer satisfaction and argues that it is an effective instrument to strengthen relationships. Literature suggests that comment cards are not scientific or secure. Only happy or unhappy guests participate in these surveys, which can lead to extreme or misleading results.
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