The hotel comment card: a motivator of guest satisfaction

Abstract

This   paper   explores   the   traditional   pen   and   paper   hotel   comment   card   (HCC)   from   the  guests’  perspective  to  gain  an  insight  and  to  improve  its  effectiveness.  The  HCC  has  long  been  the  predominant  method  of  soliciting  guest  feedback.  Although  electronic  methods  of  collection  are  now  available  the  HCC  has  a  sense  of  familiarity,  has  general  acceptance,  and   is   widely   employed.   Initially,   a   literature   review   of   the   hotel   comment   card   is  provided.  Then,  the  study  explores  how  frequent  guests  categorize  HCC  attributes.  These  attributes  are  then  extended  to  include  evaluation  criteria  identified  in  the  literature  and  desired  by  hotel  managers.    The  extended  evaluation  criterion  is  then  used  to  explore  how  frequent  hotel  guests  believe  that  future  HCCs  may  motivate  guests  to  provide  feedback  and   assist   in   the   co-­‐‑creation   of   value.   The   overall   finding   is   that   the   HCCs   design   and  execution  can  be  improved.

Keywords

• Hotel   comment   card,   Guest   feedback,   Satisfaction,   Co-­‐‑creation   of   value,  Content  analysis