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Online reputation monitoring has been touted as the key online generator to receive feedback from customers and gauge customer satisfaction. In the hotel industry more and more guests are turning to social media and review sites to write good and bad reviews/feedback. However are managers satisfied with just simple monitoring and the inability to react on time and on site? More and more unhappy guest leave the hotel’s premises therefore increasing the number of negative reviews posted on the web. Managers can monitor feedback data, but can they make truly make their guest any happier?