Enhancing Customer Retention Through Effective Communication and Staffing Strategies in Room Division Departments: Insights from the Hospitality Sector in Algarve
DOI:
https://doi.org/10.51473/rcmos.v1i2.2024.793Keywords:
Customer Retention; Room Division Departments; Hospitality Communication; Service Quality; Operational EfficiencyAbstract
This study investigates the pivotal role of communication and staffing quality within Room Division departments in enhancing customer retention in the hospitality sector, with a focus on hotels in Algarve, Portugal. Room Division departments, comprising the Front Office, Housekeeping, and Maintenance, significantly influence guest satisfaction and loyalty. The research explores the interplay between communication practices, service quality, and operational efficiency, emphasizing how effective communication mitigates service inconsistencies and fosters superior guest experiences.
Utilizing a mixed-methods approach, the study incorporates quantitative and qualitative analyses to evaluate communication channels and their functionality. Data were collected via structured questionnaires and interviews involving 1,355 Room Division staff members, achieving an 80% response rate. Quantitative findings highlight key metrics, including the impact of communication clarity, responsiveness, and personalization on customer satisfaction. Qualitative insights further reveal challenges and opportunities in interdepartmental collaboration.
Demographic analysis underscores a workforce characterized by gender balance, a predominance of younger employees, and diverse marital and age profiles, influencing communication preferences and dynamics. The study identifies service recovery communication as a critical determinant of customer retention, demonstrating that effective resolution of service issues enhances guest loyalty.
The findings contribute to the academic discourse on organizational communication and customer retention, offering actionable recommendations for improving communication frameworks in hospitality settings. These insights are particularly relevant for hotel managers seeking to optimize service delivery and achieve competitive advantage.
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