The paper-based guest questionnaire, also commonly known as
"comment card," is an old hotel tradition that is the mainstay of
guest feedback elicitation. Primarily used to measure satisfaction,
the questionnaire is a faulty survey instrument that can yield
inaccurate and unreliable data. The trend for e-questionnaires
adoption necessitates re- evaluation of the role of the paper
questionnaire in contemporary hotel management. Using a 'service
innovation' approach, questionnaire functionality is explored in a
way not previously considered in the hospitality management
literature, namely as a vehicle and catalyst for enhanced customer
satisfaction via remote service encounters. The questionnaire is
appraised in terms of the antecedents and consequences of its
usage. This innovative research on the main hotel business
stakeholders in Asia Pacific uses both qualitative and quantitative
methods such as content analysis, focus groups and in-depth
interviews. This book has practical applicability and implication
for customer communication in the hotel industry and the wider
services industry, and extends the discourse on service encounters.
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