Guest Satisfaction Determinants or "Drivers" Research

When we were looking for a guest satisfaction feedback system, we not only wanted to measure how our property performed relative to prior periods and relative to similar-quality properties, but we also wanted to identify the "drivers" or "determinants" of guest satisfaction. Only with these drivers could we accurately prioritize service and capital enhancements to maximize customer satisfaction. The Determinants Analyses conducted for The Hershey Lodge by Guest Research, Inc. identified for both our leisure guests and meeting attendees the drivers of overall satisfaction and with our food & beverage outlets, accommodations and guest services, to name a few. By boosting customer satisfaction in the most important areas, we have the greatest and fastest impact on overall satisfaction.

Matt Harris, Assistant General Manager, The Hershey Lodge & Convention Center

Properties that understand which elements of the guest experience have the greatest impact on guests' overall satisfaction can allocate their resources to maximize customer satisfaction and retention. This breakthrough research utilizes three different statistical methodologies to analyze guest satisfaction survey data to identify and quantify the drivers or determinants of guest satisfaction. The research supports operating, marketing and capital decisions. It is recommended for those upscale independents with an ongoing commitment to guest satisfaction and an appreciation of the importance of focusing on what matters most to their customers.