Technology assessing the level of customer satisfaction with the quality of service. Results of the survey of staff Profiles with guest reviews in the hotel example

In hotels or such institutions, it is usually required to register, which includes confirmation of personal information of the guests and the provision of signature. For such a procedure, a person who arrived in the hotel is drawn up. The template document has a standard form, an example for filling is shown below.

Regulatory rules

By law it is required that guests sign the registry (or registration card). Also provided identification documents such as a passport or driver's license that the hotel can copy and save in their records.

All guests are registered. If a family is settled, only one person is introduced into the registry. Sometimes the affiliates of the person who arrived in the hotel may be required to provide the document to the state body, for example, police members. Additionally, it can be filled.

Check personality

Employees are mandatory politely asked:

1. First name, surname and middle name Guest first, politely asking guest name.
2. ID card, such as driver's license, certificate or a valid identity card from a well-known organization in which guest works.
3. If guests from another country, the staff asks them to show a passport. Employee is authorized politely asking any credentials.
4. Copies of the passport or identity card are made to verify the inventive and preparation of the guest database.

Creating a registration record

When guests arrive at the hotel, the front desk staff will give him a form of an application form who arrived in the hotel to fill out information. In the case of a VIP person, personnel introduces information on the card and receives its signature.

Then the staff create a guest's registration record, sign names, attach these copies of the passport or other identity cards and write to the guest history file. Recording is created as registration in the software system.

Late check-in

Check-in time varies depending on the rules and positions of the institution. Late check-in can be organized through the hotel, while guests reserve places in advance and organize all the necessary details. In hotels, the time is usually indicated, after which they expect those who arrived registered.

If the entering wants to take a hotel room before registration, some establishments charge for an extra day or view as a previous day stay. However, most hotels allow the response time (usually 30-60 minutes) upon request of the guest without any additional fees if he wants to pick up the number before registration.

Some hotels also have the last registration time, often from 18:00 to 20:00. After that, they can provide a room to someone else if the number is not paid in advance or the guest does not call to indicate the arrival time. Often the institutions have an deadline for registration, because the reception can close overnight. For the most profitable use of rooms in a hotel room, the guest must try to get around the time of registration of the hotel, leave or pass the time of departure from the hotel. But this may not always be practical, because the time of arrival and departure during flights or road travel may not coincide with the time of arrival and departure of the hotel and for other reasons.

Establish payment method

You can pay in advance or during departure. Those who paid an advance fall into the white list.

There are various methods of payment, of which the regime that the guest prefers is recorded during registration:

• Cash (including money transfer).
• Active credit / debit card).
• Direct payment.
• Special payment, such as a gift card and voucher.

You must select one of the payment options during registration.

The institution may require guests to provide a credit card guarantee to cover the possible expenses, such as service in rooms or express departure at the end of their stay.

Purpose of housing

After the questionnaire arrived at the hotel and passed the registration stage, employees will provide the key to the room.

Acquaintance with positive attributes:

• bell to take a guest baggage;
• issuance of key numbers or access code.

The general practice is not to say anything about the room number or computerized key loudly, giving it a guest. An employee helps a guest with a luggage, explains the accommodation features.

Processing special requests

If settled not satisfied with the placement conditions for any reason, the employee can report on this reception desk. In addition, if the guest has special requirements, for example, provide a disposable set for shaving, front-office staff must fulfill the request in a timely manner.

As a result of studying this chapter, the student must:

know

Methods for studying customer satisfaction with quality service;

be able to

• evaluate the impact of various factors on the course and results of maintenance processes;
• Take optimal solutions in the process of selecting goals, strategies and solving problems arising in the service process;
• evaluate and monitor the quality of service provision;

own

Information about the technology "Anonymous Inspection" ("Secret Guest").

Guest reviews about staying at the hotel as an effective method for assessing the quality of service

Before in hotels, "books of feedback and suggestions" have long disappeared from everyday life. They came to the change of questionnaires (reviews) of guests about the quality of service or, differently, guest questionnaires (Guest Satisfaction Survey) In which guests can express their opinion on the level of service and the quality of the services offered. An analysis of the questionnaire allows you to see a real picture of what is happening at the hotel from the inside, the eyes of customers. Based on the response received from customer, it is easier to identify the facts of poor-quality services. It is very important directly from the client itself to receive information about the strengths and weaknesses in customer service. The frank opinions of guests have substantial assistance in improving the activities of the hotel company.

In the development of questionnaires, which are offered to fill in, participate, first of all, marketing and sales service in conjunction with the human resource management department. It should not save on the manufacture of this document, since it is filling the questionnaire that provides feedback from the client. Blanks or forms of such questionnaire should look attractive, to cause customer desire to fill them. Such a document should not necessarily be specifically and officially entitled as the "guest profile" or "survey sheet for guests" - it is better if such dry and government names will be replaced with original theses or phrases, which the content of which guests can easily guess about the purpose of this document. Here are some examples of names: "Can we know your opinion?" "," The moment of truth"; "Stay on the right path with your help"; "We appreciate your comments."; "How did we serve you?"; "Notify, do you like me? ";" We justified your expectations? ";" We are constantly working to improve our service so that you are satisfied ... ".

The feedback form must contain the hotel's logo, have a good quality of printing; The text of such a form should be understood by representatives of other countries. At the beginning of the document, as a rule, there is an appeal to the guest of the General Director or the hotel's leadership. It begins with guest greeting: " Dear Guest!" or " Dear guest " And grateful expressions for the choice of hotel. As an option, you can use the following phrases: " Thank you for, that during your trip you have become our client ";" Let me take advantage of this opportunity to personally thank you for choosing our choice. "" You have had the honor, visiting our hotel ";" Thank you for staying with us ";" Thank you for the choice of the hotel. "

Respondents do not like to give information, the purpose of which they do not understand. An explanation of the purpose of obtaining data will make a clearer the purpose of the survey and bow the respondents to the responses. In this regard, it is logical to use approximately such clarifications for guests: "Your comments and suggestions will help us serve you better. (improve our service)"; "A few minutes that you spend on filling out this questionnaire will provide us with an indispensable assistance in assessing the quality of our work."; "We really want to improve the quality of services in the hotel for, to make you nice to stop. Will be grateful if you answer the following questions"; "We use all the information provided by you when working out ways to improve service in the future."; "We will be grateful, if you express your wishes, which we will take into account our work to improve the quality of the services provided to you. "" Your comments and suggestions we use in the future to improve the level of service in the hotel. "

The appeal to the words of gratitude for participation in the survey, the wishes of a pleasant and successful stay at the hotel and the guest invitation to re-visit the hotel. For the sample you can take one of the following phrases: "Thank you for your cooperation and wait for you again in our hotel"; "Let me thank you once again for the time you have given time. We wish you a good time in our hotel. We will be happy to take you during the next arrival to us"; "Thank you for your help in holding our survey. We will try our best to do, to your stay at the hotel "..." it was pleasant and memorable. We hope to see you again. "

The questionnaire, also called a survey program, a survey form or a measurement tool, is a set of questions to obtain data from respondents. In general, this is one of the data collection elements. Compilation of questionnaire questions that respondents would have been able to answer and be able to answer, a very difficult process.

When drawing up a questionnaire, it is necessary to determine the number of questions. Each question in the questionnaire should be intended to obtain the necessary information and serve a specific goal. It is impossible to overload the questionnaire with a large number of questions. When developing a questionnaire, the researcher should strive to prevent fatigue, boredom, as well as reduce the likelihood of the respondent's refusal from filling the questionnaire. Most respondents do not like to answer questions that require great effort. Therefore, it is necessary to minimize the efforts attached by respondents.

Questions should be divided into groups or blocks, i.e. Systematize the survey process.

Such blocks of questions may concern, for example:

• 1. Arrival and placement.
• 2. Quality numbers.
• 3. Dishes and drinks.
• 4. Compliance price and quality.
• 5. Work personnel.
• 6. Hotel estimates in general (overall impression), etc.

The guest may be asked to evaluate the work of various hotel services and express your impressions of the most different aspects of the hotel's activities. In terms of the number of questions, there are very extensive and pretty compressed questionnaires. It depends on the marketers of interest and other information stakeholders.

A very important part of the questionnaire is the section "Data on Guest" or "Guest Information", which includes items such as the name and name of the guest, the floor, age group, the company (firm), position, address, telephone, fax, email address , Room Room, Hotel accommodation, the goal of the visit, the frequency of visits to the hotel.

In the Age Group item, you need to provide options for age categories to select and suggest to make a mark about one of them (Fig. 4.1).

Fig. 4.1. An example of a part of the section "Guest information" questionnaire questionnaire

In the "Working staff" section, you can leave a free place in case the guest will have a desire to personally mark any employee for conscientious work. In this regard, the following words apply: "If you want to further appreciate the work of any of the hotel staff, you are welcome, specify his name and position"; "Our hotel has a program" The best employee of the month”, which is designed to celebrate and encourage those, who distinguished himself, performing your work. If you think, that someone from our employees have served you well and can be marked, you are welcome, enter it (her) name and name department. Thank you, it will help us very much. "

The leadership of the high-class hotel is very important to know about the level of staff hospitality. It is not by chance that guests are asked to estimate such qualities of employees as: professionalism, goodwill, friendly, welcomes, willingness to help, etc.

Each hotel offers their criteria for assessing the quality of services provided by it. Most often it is four- or a five-point estimate system (Fig. 4.2, but); less often the assessment occurs in three positions (Fig. 4.2, b) or but the degrees of satisfaction (Fig. 4.2, in).

Questionnaires of some hotels contain a separate item "Difficult to answer." Finally, there are questionnaires, where to assess the activities of the hotel for each listed item used a scale from 1 to 10, where 10 points corresponds to the "excellent" assessment, and 1 - "bad" (Fig. 4.3).

In the resort hotels, the presence of pictograms and symbolic patterns on the questionnaires along with text notation is permissible. For example, evaluation criteria can be designated not just traditional squares or circles characteristic of business hotels, but are presented in the form of pictograms of persons with different expressions.

Fig. 4.2.

Fig. 4.3.

Funny symbolic drawings are often used to indicate various services and departments (Fig. 4.4). Maid or cook figurine is easily associated with guests with relevant services. Such techniques make a questionnaire more visual, less official and understandable for representatives of all countries.

Blanks of guest reviews about the quality of service, most often, are located in the guest rooms. They also have a sufficient amount in the reception and placement service. The content of the completed questionnaire is confidential information, and it is not desirable that it is accessible to service personnel or unauthorized persons. For this, special adhesive strips are provided on form blanks, special envelopes either forms themselves

Fig. 4.4.

questionnaires are made in the form of an envelope that can be easily sealed and hide information from universal ferris.

Unfortunately, not all guests fill the questionnaires. One of the disadvantages of questionnaires is that they do not always reflect the opinion of the majority. According to research, the sheets of questionnaires about the quality of service fill either the most angry or most satisfied guests. The problem is still the fact that most guests do not complain. They simply leave and never return to this hotel, thereby not giving a chance hotel to resolve emerging discontent. Managers must develop a system of encouragement of customers for their feedback and suggestions.

The questionnaire should create a mood, motivate the client to participate in the survey, stimulate the desire for cooperation. Motivation of guests to fill out a questionnaire can serve as a remuneration or a gift offered to respondents. Here are just some techniques that allow to some extent to interest: " You are welcome, pass the completed questionnaire to the reception and placement service and there will be awarded you a bonus for a free cocktail in nash Bar ";" Passing the completed questionnaire on reception, You automatically become a member of the prizes drawing among guests"; "Pass this questionnaire to manage the reception and placement service. If you have a desire, we will send you our own print edition for free. "...", which publishes articles about history and culture, as well as hotel news. "

The questionnaire contains a lot of useful information, the PA which must be paid to all interested parties. Currently, processing and analysis of the questionnaire occurs through computer technology. To refer to a specific version of the answer to a specific question, it is assigned a numeric or letter code. Code Ribbons are entered into the computer directly from the keyboard. In addition, methods of reading labels or markers from forms, optical scanning and computerized sensory analysis are used to transfer data.

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First of all, you need to understand that the questionnaire is far from the ideal way to collect information. More precisely, for one type of information, this is a very good tool, and for another it is better not to use the questionnaire - because Just hurt the quality of information. Why is that? First of all, the questionnaire does not give any significant sample, it is filled at best of 1% of guests. And it has long been known that guests that filled the questionnaires were either very upset by the quality of service, or admired to them. So It can be said that in most cases the questionnaires fill emotionally led guests, and everyone else leaves the questionnaires without attention.

It follows that it is possible to build statistics on the questionnaires only with the reservation, that only a few percent of the emotionally lubricated guests will fall into the sample, and they do not reflect the opinions of even half of customers. And on the contrary, if we understand that the guest is motivated so much that she takes a handle and starts writing, then let's ask him to write more than just put the ticks opposite the closed questions. And let him share the emotions to which we will treat this way, and do not make them in the table and output interest. And in order to get a unique, not standardized, guest opinion, questionnaires are an excellent carrier.

Before making a questionnaire, we need to formulate the tasks you want to solve with its help, as well as write all the questions you want to get answers. This is very important, because Tasks and questions you will have necessarily unique, not similar to other hotels. There is nothing more sad than to observe the same questionnaires with typical issues in absolutely different hotels. Marketers simply copy the questionnaires from competitors and decompose thoughtlessly, without understanding why their hotel needs answers to these questions. Examples of unique issues and tasks:

Questions:
• - Whether the hotel's sign is noticeable,
• - is it clear to guests that there is a nightclub on the top floor,
• - Are the advantages of a loyalty program for its owners,
• - Are the hotel's website for booking,
• - To find out the attitude to the recent recent practice of floating tariffs ...

Tasks:
• - give the guest the opportunity to express your claims through the questionnaire still within the walls of the hotel and not bring them with you and not to lay out in the network,
• - give the guest at all the opportunity to leave your feedback and the hope that his guide will read it,
• - get the contact details of negatively configured guests to contact them,
• - give a personal phone number of the person responsible for the relationship with the guests,
• - Get a service assessment in digital terms, which is difficult to make other ways ...

After drawing up a list of questions and tasks, you should view them for the possibility of obtaining information from other sources. The questionnaire should not be overloaded, so when it is drawn up, it is always a struggle for reducing the number of issues. Therefore, if among the questions you have listed are the on which you can get answers from other sources, then these issues should be excluded. For example, it makes no sense to ask how the guest found you if your program management methods for tracking a reservation source have long been implemented in your license plate management program. It also makes no sense to ask, from which country or city Guest came to us if this information is also available from the program.

After the questions were selected, you can try to make a questionnaire from them. In this place, you should list several rules for the questionnaire questionnaire for hotels:

• 1. Questions should not be much otherwise the guest will not fill out the questionnaire. It is recommended to set no more than 10 questions, but this is a relative number,
• 2. Questions of the Personal Plan, for example, the name or contact details of the guest must be at the end of the questionnaire so that the guest does not have time to psychologically "close" and refuse to fill at the very beginning,
• 3. Questions should not be duplicated or contradict each other,
• 4. Hotel Questionnaires, in addition to the guest name, must necessarily contain data about the room number and the date of filling. This will allow you to track the evolution of answers, make it easy to find a guest or "guilty" shift at the hotel,
• 5. Hotel questionnaires must be bilingual: Russian (or Ukrainian) and English. And I do not recommend doing two different questionnaires - it is better to make one universal with translation,
• 6. If the questionnaire is printed on two sides, be sure to pay attention to this, because Often people forget to turn the sheet,
• 7. I recommend to solve two fundamental tasks on one questionnaire - the service assessment and the collection of missing marketing information. Therefore, it is possible to do so - one side of the questionnaire is devoted to the service, other marketing,
• 8. Because Questionnaire This is an opportunity to get a unique feedback from the guest, I believe that every closed question (one in which the answer options are given and you just need to choose the appropriate) should be continued open: "Why? _________". This will allow the guest to express your unique opinion on a given topic.
• 9. To all closed issues should also add an answer option: "Other ______________" Thereby you will give the guest the opportunity to increase the number of answers, because You could forget or not know about something.
• 10. If you use the options for answers in the form of points, explain somewhere in the questionnaire that you consider a good score, and what is bad.

Observing these rules in contact with the rules of spelling, you must receive two documents: a service evaluation form and marketing form. The service questionnaire should include closed questions with options for points in the form of points. Such answers are then easily collected in the tables, analyzed and compared. I offer five ballroom system, because It is understandable to all the effective ages of the post of Soviet space. At the end of such a question, I will definitely ask the question: "Why? ____" to enable guest to explain the low or high score.

1. How do you assess the quality of the booking department? / How Do You Grade Efficiency Off Our Reservation Department?
x1 x 2 x 3 x 4 x 5
Why / Why ______________________________________________________________________

As for the marketing questionnaire, there is no single standard for answering closed questions, because Options can be different. But here you should also leave the ability to expand the list of answers.

After that, the questionnaire should be made and make trial fills yourself and with colleagues. At the design stage, you will encounter difficulties and, perhaps, decide to reformulate some questions to simplify the design. With a test filling, you can find typos or duality of understanding.

After you tested and transferred your profile, it should be printed in an amount sufficient for one layout, no more! Those. If you plan to decompose it only in the rooms and you have 100 numbers - type exactly 100 questionnaires and separate them. At this stage, one should not order a large circulation in the printing house, because After the first filled questionnaires come back to you, and you will try their results to analyze and systematize, you will definitely find errors in the form or come up with additional questions. It's one thing - you and your colleagues endured a questionnaire, and another are guests who doubly understood some kind of question and not answered what you expected from them. For example, asking how guests will treat the inclusion of breakfast in the room rate, you forgot to clarify that it entails an increase in tariffs, and the guests, naturally, suspiciously approved the initiative. Or the guests decided that questions are duplicated, although you mean, as you think, different things: in one question, they wanted to know the opinion on the work of honey of the center as a whole, and in the other - find out the attitude to work honey staff, because You have a template task - to evaluate all services. So do not hurry to carry an order to print a questionnaire into a printing house, and better check it on a visit.

After that, do not forget to collect them and analyze. Never scold the maids that you deliver profiles from numbers for the fact that they have bad performance indicators on questionnaires, and then the indicators will improve dramatically :). If technical means allow, make an electronic form that will be sent to the email address of the guest a few days after its discharge. This is generally a very effective way that has many advantages: Guest has time to cool and gives more objective answers, analytics can automate, eliminate the risk of loss of the questionnaire or hiding its hotel staff. Do not forget to contact the authors of a negative questionnaire and pay special attention to those in which guests answered "no" to the question whether they will return to us yet or will they advise us to their friends.

And most importantly, the questionnaire is a unique way to get a written response to any non-standard question. Therefore, do not be afraid to experiment.

Questioning

Before the questionnaire was developed and written, studies and method were identified to be used. Only questions that will help to achieve the goal have been included in the questionnaire. In the compilation of the questionnaire, the principle was used that the questionnaires with which the respondents are "examined" will take time from them. Accordingly, the shorter the survey time and the clearer the issues are formulated, the most likely to count on the cooperation of the respondents. The only way to ask a compressed question is to know in advance what exactly needs to be found with each of them.

The questionnaire used structured, closed questions. Closed questions are more convenient to ask and respond faster on them, as they do not require long-term thoughtful respondents. Such questions, as a rule, provide for the similarity of the responses of the type "very satisfied", "satisfied", "not satisfied", "not satisfied at all." It should be very careful to handle the options for the answer type "hard to say" or "I don't know," because the respondents rather resort to them instead of thinking and analyze their opinion.

Questions were compiled so that they were accessible and specific. The questionnate did not use technical and ferrous terms, which are not always understandable to respondents.

When drawing up the questionnaire was not formulated by biased issues. After all, the main task is to find out the actual opinion of people and how they belong to the existing service, from where they learned about the hotel, which is not enough guests.

The questionnaire was tested. The developed questionnaire was shown to colleagues to identify possible errors.

As a "trial" questionnaire was compiled and offered "guest profile", to identify internal errors in the hotel and obtain information about the client's opinion. The questionnaire was issued to guests at Reception. The questionnaire included a block of questions about the frequency of visits to hotels in Yekaterinburg, to identify the need for the hotel guests and about the frequency of visiting is the de Paris' hotel, to identify the degree of guest commitment to this hotel. Also included blocks about the degree of satisfaction with the services and sources of information about our hotel. These blocks were introduced to establish bilateral communications and identifying the needs of guests. The results of the study were indicators about a favorable impression of visitors about the hotel, like regular customers, and who visited it for the first time.

To study customers and potential customers and identifying the need for any changes in the provision of services of the hotel "De Paris", 40 people were conducted - hotel clients. The age of respondents varies from 25 to 55 years, most (32 people) aged from 35 to 45 years. Anonymous survey was conducted, while respondents were reported to the purpose of research. The questionnaire is a questionnaire from 9 questions (Appendix 2).

The results were as follows:

The frequency of visits to hotels of Yekaterinburg:

1-2 times a year - 24 people

Once a quarter - 8 people

1-2 times a month -6 people

Your option is 2 people

Frequency of visits to hotels in Yekaterinburg

According to the results of the diagram, it can be concluded that in the city of Yekaterinburg there is an urgent need for hotel services. 60% of the city guests attend hotels in Yekaterinburg 1-2 times a year, 20% of respondents - once a quarter, 15% - 1-2 times a year and 5% more often.

The frequency of visits to the hotel "De Paris":

For the first time - 10chelek

Sometimes - 4 people

Often - 11 people

Always - 15 people

The frequency of visits to the hotel "De Paris"

The chart follows that 25% of the guests of the city visited the hotel "De Paris" for the first time, 10% of visitors stop at the Hotel De Paris Sometimes, 27.5% of the guests are often visited by the Hotel "De Paris" and 37.5% always prefer this hotel. From the submitted data, it can be concluded that the degree of loyalty of the city's guests to the hotel De Paris is at a high level, but nevertheless there is a need to develop recommendations for maintaining the existing reputation of the institution and attracting new customers.

Evaluation of the 5-point scale of the hotel administrators:

10 people

20 people

3 - 0 people

4 - 7 people

5 - 33 people

Assessment of the quality of the service provided by 5-point scale:

Room cleaning:

4 - 12 people

5 - 28 people

Feed breakfasts:

4 - 3 people

5 - 37 people

The estimated level of hotel matching standards:

1 star- 0 people

2 stars - 4 people

3 stars - 32 people

4 stars - 3 people

5 stars - 1 person

What sources learned about our hotel:

Internet - 23 people

Sources of information about the hotel "De Paris"

Based on the presented diagram, it can be concluded that it is necessary to create your own website of the page, due to the fact that 57.5% of respondents will learn about the hotel over the Internet, while via advertising in print media is only 22.5% and 20% on recommendation.

Paul respondents:

male - 26.

female - 14.

The average age of the respondents:

men - 38 - 40 years

women - 27 - 35 years

Studying the answers received, it can be argued that the hotel's level in the hotel is at a high level. According to the results of the survey, it can be concluded that a large number of guests learn about the hotel for the Internet, as a result, an acute need for the creation of a hotel's own website, as a new PR-Promotion technology.