What is guest satisfaction?

Find out more about this frequently used marketing term.

 

When it all comes down to it, an operation can only be as successful as its stakeholders are satisfied. Still, surprisingly few businesses and organizations ask themselves this important question: what is guest satisfaction exactly? Meanwhile, knowing the different aspects that comprise guest satisfaction is crucial not only to adequately probe guest satisfaction itself, but also to improve customer loyalty and organizational practices in the long run. This article provides an overview of all you need to know about this frequently used marketing term.

 

What is guest satisfaction
Trusted by companies of all sizes
  • T-Mobile
  • BBDO
  • iAmerica
  • Accor hotels

Seeing the whole picture

If you’re a marketer and want to properly grasp what guest satisfaction is, the first thing you need to do is move away from your desk for a few moments and look at the world through your respondents’ eyes. Merely asking your target audience how satisfied they are with a specific process, product or service will not give you any meaningful insight into their overall experience – which is what defines guest satisfaction in the long run.

‘Delivering happiness’

While most retailers tend to see guest satisfaction as not much more than the number of returns subtracted from the number of sales, online retailer Zappos purposely uses a refreshingly different approach. To Tony Hshieh, founder and CEO of Zappos, guest satisfaction is about “delivering happiness” first and great quality products second. Indeed, the Internet is full of reviews that illustrate how Zappos always tries to establish an emotional connection with their customers.

One time, Zappos staff even physically visited a rival shoe store to purchase a pair of shoes for a woman staying at a hotel nearby when Zappos didn’t have the pair she wanted in stock. No sale was made. Not by Zappos, anyway. But you can bet your sweet bippy on it that customer will check out Zappos the next time she’s in the market for a new pair of shoes.

Improving guest satisfaction

Can’t wait to start improving your guest satisfaction rates? Create your online survey to start measuring today!

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