Customer satisfaction in Dubrovnik hotels should be boosted
June 1, 2021 – A recent study shows that customer enjoyment in Dubrovnik hotels should be stepped up and that extra effort should be made with luxury hotel guests.
A recent study by Domagoj Nikolić, hospitality instructor from RIT Croatia and Andrea Mitrović, graduate student, verified how well upscale Dubrovnik hotels delight their guests and whether guest enjoyment affects their rates. In a theoretical word, customer enjoyment is about exceeding expectations and is tantamount to customizing standard services. So it depends on the empowerment of the staff and their soft skills.
Fifteen hotels in Dubrovnik were screened through data mining of TripAdvisor reviews which were then analyzed using sophisticated statistical tools. The results show that the overall guest enjoyment, on a scale of 1 (“neutral”) to 2 (“absolutely delighted”), is around 1.20, which means that high-end hotels in Dubrovnik are good. to keep customers happy, but they rarely go the extra mile. to delight their guests. The factors corresponding to the professionalism and empathy of staff are highest rated (1.50 – moderately pleased), but the attributes of problem solving and surprise are lowest and literally nonexistent (1.00 – no fun ), which shows that the Dubrovnik hotel staff have the necessary soft skills, but are not empowered. In other words, it is a management issue, not a personnel issue.
Since not much is happening in terms of guest satisfaction at high-end hotels in Dubrovnik, it’s no surprise that statistical analysis has shown that guest satisfaction does not affect hotel rates. in Dubrovnik before COVID-19, not now. All of this leads to the conclusion that high-end hotels in Dubrovnik cannot be called luxury, because in the luxury segment, service without pleasure is literally nothing in terms of extractable value. On the other hand, customer enjoyment guarantees loyal customers and higher rates, which in Dubrovnik, however high they may seem for Croatia, are not luxury, with a few notable exceptions.
At the very least, the results imply that the reasons why guests come to Dubrovnik are not related to hotel experiences, but should be sought in other attractors, such as natural beauty, cultural heritage, fair infrastructure. , etc. negatively affects hotels’ ability to charge, costs, guest loyalty and year-round occupancy as exterior attractors fade out of season. This seems especially important in the current COVID-19 crisis, as many hotels try to compensate for the failing occupancy rate with lower rates that can put them in a spin.
This research was ranked as the best at the recent international MakeLearn conference and will be published in a prestigious scientific journal, which is further encouragement for management to pay more attention to customer enjoyment. A charming destination, like Dubrovnik, deserves delighted hosts who also deserve to be delighted.
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