University of Johannesburg
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Cross Border Tourism
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TOPIC: CUSTOMER SERVICE SATISFACTION INDEX FOR THE ACCOMMODATION SUB-SECTOR IN SOUTH AFRICA
Customer satisfaction is typically defined as an overall assessment of the performance of various attributes that constitute a product or a service. Overall satisfaction consists of multiple dimensions of a product or service in various hospitality areas including tourism. Surveys of tourist satisfaction are used to measure overall satisfaction with a set of attributes that represent a particular tourism-related service sub-sector like attractions or accommodation. Different countries such as Hong Kong (a region that is part of China), Sweden and United States of America (USA) have developed customer service satisfaction indices in the tourism sector. In South Africa, the National Department of Tourism (NDT) developed a National Tourism Service Excellence Strategy to create an enabling environment in which to develop a culture of excellent customer service and to ensure that all key stakeholders play a role in improving service levels in the tourism sector. Although many tourism stakeholders have been conducting tourist satisfaction surveys within the accommodation sub-sector in South Africa, there is no established customer service satisfaction index for this sub-sector. The purpose of this study therefore is to fill the above gap by developing a customer service satisfaction index for the accommodation sub-sector in order to improve service levels.