Importance of Customer Satisfaction in Hospitality Industry

Running head: CUSTOMER SATISFACTION
Customer Satisfaction
Name of the Student
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1CUSTOMER SATISFACTION
Introduction
It has been observed that in the last couple of decades there have been a lot of research
works to find relevant models and theories to determine and evaluate the aspects that are
influencing the customers’ buying decisions. Nowadays many marketers have understood the
importance of this issue and therefore, the purpose of this report is to highlight various aspects
that are contributing part of the decision making process.
Two individual influences
There are numerous factors that can influence the decision making process of the
customers and the personal influences take a major part in channelizing the decision making
process of the customers in most cases. These factors can effectively influence the perception,
motivation, attitude and the concept of the customers regarding a particular service or a product.
Therefore, the managements of the business organizations and for this case, the management of
Australian Heritage Hotel should consider that they will be needing to get to know the
requirements and the demands of the target customers so that they can effectively manage any
issues that can hamper or affect the decision making process of the clients of the organization. It
can be said that the effects of these factors cannot be verbalized by the customers as he or she
may not even realize how their decisions were influenced by these factors. For an example, it can
be said that motivation is one of the major factor about which the traditional surveys reveal little
as the customers are unable to show exact reasons behind opting for a specific choice (Jani and
Han 2014).
It has been seen that the decision making process of the customers involve five major
steps and those are the need of recognition and problem awareness, searching for information,
evaluating the alternative options, purchase and the evaluation of the product or the services after
purchase. The needs of the customers and the attitudes of the target customers play a vital role in
ensuring whether the customer will opt for purchasing a particular product or service or not(Liat,
Mansori and Huei 2014).

2CUSTOMER SATISFACTION
Need:
It can be said that to ensure to sell a service or a product the management of the business
organizations should have a clear idea of the requirement or demands of the target customer
base. For an instance it can be said that the management of Australian heritage Hotel should have
a clear idea about their target customers and their demands or needs; and then only they will be
able to offer them the services or the products that they need and that can effectively enhance the
satisfaction of the customers (Bolfing and Cadotte 2015). If the target customers of the hotel find
that the management of the hotel organization has a clear understanding of what they expect
from the staffs of the hotel related to the services and the products they offer, it would be easier
for them to take decisions. In this regard it will be worthwhile to mention that the Australian
Heritage hotel’s target customers are the people who enjoy their stay in the hotel for recreational
purpose or business purpose and the target customer base o the hotel is somewhat niche as they
offer luxurious stay with 5star amenities. The pub and restaurant of the hotel is decorated with a
retro theme and the management expects that a crowd will gather there who has a taste of good
80s music (Jani and Han 2014). Therefore, these services and products will definitely attract a
particular segment of the market and it can be said that likeminded people who would enjoy their
stay or visit to the hotel of the restaurant and the pub of the hotel would instantly choose the
organization as. There lies the importance of the needs of the target customers in the decision
making process while purchasing a service or a product.
Personality:
To influence the target customers’ buying preferences or choices, the managements of the
business organizations need to know their personalities too. This is because, when the customers
have a specific personality, that may or may not be matched with the ways of the services or the
products provided by a particular business organization (Ali and Amin 2014). To define
personality it can surely be said that it is the amalgamation of the internal and the external traits
of an individual that makes a man unique(Jani and Han 2014). For this particular reason the
products and launched in the markets should be launched after getting to know the personality of