The Guest Satisfaction Survey is one of the key components of New Century Hotels Group’s annual marketing research, used to evaluate the extent to which the hotels meet guests’ expectations when purchasing products/services. After ten years of exploration, the satisfaction survey has continuously improved its methodology, refined the questionnaire, and developed scientific analysis techniques to further monitor the current state of hotel management services, standardize service criteria, and enhance guest satisfaction and loyalty.
A relevant person in charge from the Marketing Department of New Century Hotels Group introduced that the 2014 Guest Satisfaction Survey is divided into individual guests and group guests. All questionnaires consist of a basic section and a segmented market section. The basic questionnaire covers common questions, and guests can earn one lottery chance by completing the basic section. After the lottery draw, guests may choose whether to complete the segmented survey (for individual guests, tour groups, and conference groups). Completing the segmented survey will grant an additional lottery chance.
In terms of analyzing and evaluating the survey results, the mobile web-based Guest Satisfaction System used this year is independently developed by New Century Jinsan Company, featuring a flexible backend reporting and analysis function that displays survey results in real time. The 2014 Guest Satisfaction Survey results will primarily be based on mobile web questionnaire responses from in-house guests, supplemented by user ratings from OTA platforms, UGC websites, hotel search engines, and other online review scores, to form the final guest satisfaction evaluation. By combining internal and external feedback, a wider and more comprehensive range of guest opinions will be collected, providing accurate and timely survey results and decision-making support for market analysis. This will effectively improve and enhance hotel service quality and strengthen the market competitiveness of New Century Hotels Group.