Tourists less satisfied in Q3: Survey

According to the Customer Satisfaction Index of Singapore (CSISG) 2012 Q3 survey conducted by the Institute of Service Excellence @ SMU (ISES), tourists were less satisfied with service standards in Singapore this year than in previous years, particularly in the hotel sub-sector. On the other hand, customer service in the food & beverage (F&B) sectors generally met customer expectations. SMU Assistant Professor of Marketing (Practice) and ISES Academic Director Marcus Lee said that operators should not try to over-deliver on service - a conventional strategy which companies tend to adopt - or try to lower expectations, but to simply understand customers' needs and wants. ISES Director Caroline Lim gave further suggestions on how the industry could raise productivity through better service.