Measuring and managing customer satisfaction and word-of-mouth (WOM)

After working through this chapter, you should be able to:

Define customer satisfaction

Understand the importance of satisfying customers

Explain the features and application of Net Promoter Score

Recognize the importance of user-generated comments on customers’ decision-making process

Understand the importance of measuring and responding to online reviews

Evaluate customer satisfaction guarantees in hospitality

Describe tools for measuring customer satisfaction in the hospitality industry.