Hotels move to improve service as their scores dip

The Customer Satisfaction Index of Singapore (CSISG) found that it was the tourist respondents, as opposed to locals, who were considerably less satisfied with hotels this year compared to last year. "The tourists' frame of reference on what constitutes a high-quality service may have changed. Businesses must look beyond their service model and seek to understand their customers and external landscape better," explained SMU Assistant Professor of Marketing (Practice) and ISES Academic Director Marcus Lee. Results from the survey also showed that high customer expectation scores are associated with high levels of customer satisfaction. As such, ISES Director Caroline Lim said: "The higher-performing CSISG companies effectively deploy the three drivers of satisfaction, namely customer expectations, perceived quality, and perceived value, to further advance their customer satisfaction through communication and branding, and improved operations processes."