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The impact of internal communication on guest satisfication in hospitality establishments in Cape Town
Author(s)
Bamporiki, Abdallah Seif
Date Issued
2010
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Within the hospitality industry, where revenues are driven by guest satisfaction, service is a
key to success. Internal communication plays a role that should be examined on how its
performance affects guest satisfaction within hospitality. The purpose of this study is to
determine if internal communication plays a role in guest satisfaction within hospitality
establishments in Cape Town.
The study found that sources (such as newsletters, magazines, books, journals and peers)
emphasised importance of internal communication in hospitality organizations. This internal
communication serves as a nerve centre of an organization. If one does not have a
functioning internal communication system, one may lose guests. In addition, advanced
internal communication solution forms a backbone of a wide range of guest services, and
increases the guests’ motivation to stay.
Cape Town, where hospitality and tourism is increasingly competitive and diverse, human
resource management becomes more problematic. There should be channels of internal
communication, which transmit messages across the organization’s structure. The guest’s
review demonstrated that growth of hospitality organisation will be determined by its ability to
deliver superior guest value and importance of understanding guest needs and expectation.
The reason for growing emphasis on guest satisfaction is that satisfied guests lead to a
stronger competitive positioning, resulting ultimately in loyal guests, increased market
profitability. Management teams in Cape Town and hotel industry sectors are under
increasing pressure to demonstrate that their services are guest-focused and that continuous
performance improvement is being delivered.
Internal communication research generates principles and strategies, which improve
managerial performance, as internal communication acumen is essential to render success
in a wide range of activities. Language proficiency, as well as what a manager says, and
what a manager does, contributes to individual effectiveness. Furthermore, words and
actions should be consistent and aligned so that they have maximum impact. Selected
research findings regarding verbal internal communication and non-verbal internal
communication as well as electronically are presented to demonstrate how wise internal
communication choices can further managerial goals.
In addition to using words effectively, managers in all functional areas can also increase their
effect and improve their performance by applying results of research that are focused on
internal communication. A self-administered questionnaire was compiled to collect data, and
the study was based on 10 selected hotels within Cape Town and a great value is given to
Cape Town business centre where most of tourism businesses held. Information was
supplied by senior and junior managers from 4-5 star hotels and the final report combined
results from the question about the role that internal communication plays in guest
satisfaction within hospitality establishments in Cape Town by using an SPSS Program,
while recommendations are also based on these findings.
At this period of twenty one century, the technology is challenging organisational internal
communication, it take major part in marketing and marketing research. The management
are busy straggling with internal communication which they will never know exactly how
much they perform without guest concert. They run to the Internet to research what the
guests comment about their satisfaction of service they received. The guest reviews about
hotel service industry emphasized the quality of service received within the hotel organization
even if most of the hotels in Cape Town were too expensive as guest review recommended.
key to success. Internal communication plays a role that should be examined on how its
performance affects guest satisfaction within hospitality. The purpose of this study is to
determine if internal communication plays a role in guest satisfaction within hospitality
establishments in Cape Town.
The study found that sources (such as newsletters, magazines, books, journals and peers)
emphasised importance of internal communication in hospitality organizations. This internal
communication serves as a nerve centre of an organization. If one does not have a
functioning internal communication system, one may lose guests. In addition, advanced
internal communication solution forms a backbone of a wide range of guest services, and
increases the guests’ motivation to stay.
Cape Town, where hospitality and tourism is increasingly competitive and diverse, human
resource management becomes more problematic. There should be channels of internal
communication, which transmit messages across the organization’s structure. The guest’s
review demonstrated that growth of hospitality organisation will be determined by its ability to
deliver superior guest value and importance of understanding guest needs and expectation.
The reason for growing emphasis on guest satisfaction is that satisfied guests lead to a
stronger competitive positioning, resulting ultimately in loyal guests, increased market
profitability. Management teams in Cape Town and hotel industry sectors are under
increasing pressure to demonstrate that their services are guest-focused and that continuous
performance improvement is being delivered.
Internal communication research generates principles and strategies, which improve
managerial performance, as internal communication acumen is essential to render success
in a wide range of activities. Language proficiency, as well as what a manager says, and
what a manager does, contributes to individual effectiveness. Furthermore, words and
actions should be consistent and aligned so that they have maximum impact. Selected
research findings regarding verbal internal communication and non-verbal internal
communication as well as electronically are presented to demonstrate how wise internal
communication choices can further managerial goals.
In addition to using words effectively, managers in all functional areas can also increase their
effect and improve their performance by applying results of research that are focused on
internal communication. A self-administered questionnaire was compiled to collect data, and
the study was based on 10 selected hotels within Cape Town and a great value is given to
Cape Town business centre where most of tourism businesses held. Information was
supplied by senior and junior managers from 4-5 star hotels and the final report combined
results from the question about the role that internal communication plays in guest
satisfaction within hospitality establishments in Cape Town by using an SPSS Program,
while recommendations are also based on these findings.
At this period of twenty one century, the technology is challenging organisational internal
communication, it take major part in marketing and marketing research. The management
are busy straggling with internal communication which they will never know exactly how
much they perform without guest concert. They run to the Internet to research what the
guests comment about their satisfaction of service they received. The guest reviews about
hotel service industry emphasized the quality of service received within the hotel organization
even if most of the hotels in Cape Town were too expensive as guest review recommended.
Additional information
Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2010
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