Using Importance-Performance Analysis to Appreciate Satisfaction in Hotels

Abstract

The hotel industry is highly competitive and customer satisfaction is essential for consumer loyalty and business sustainability. This article reports on 2 analyses of customer perspectives on hotels. Firstly, the results of an importance-performance analysis are provided. The research identifies a number of areas where hotels overperform and underperform. Secondly, this article provides an evaluation of the effect of gender, age, and purpose of trip on the factors customers consider important for hotel selection. The results reported will enable hotels to better manage their product to ensure the sustainability of business performance.