Does managerial efficiency relate to customer satisfaction? The case of Parisian boutique hotels

• Published in: Consumer Behavior in Tourism and Hospitality Vol. 10; no. 4; pp. 455 - 470
• Main Authors: Zaman, Mustafeed, Botti, Laurent, Vo Thanh, Tan
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 03.10.2016; Emerald
• Subjects: Advisors; Business administration; Consumer behavior; Customer satisfaction; Customer services; Data envelopment analysis; Decision analysis; Decision making; Efficiency; Empirical analysis; Hospitality industry; Hotels; Hotels & motels; Humanities and Social Sciences; Multiple criterion; Operations research; Performance evaluation; Quality of service; Resource management; Revenue management; Service industries; Sleep; Social responsibility; Tourism; Trip estimation; User generated content; Websites; France; Portugal; Management efficiency; Hotel performance; Customer satisfaction; MCDA; Boutique hotels
• ISSN: 1750-6182; 2752-6666; 1750-6190; 2752-6674
• DOI: 10.1108/IJCTHR-08-2015-0095

Purpose The purpose of this study is to examine the relationship between the managerial efficiency and the customer satisfaction of Parisian boutique hotels by using the multi-criteria decision analysis (MCDA) methods. Design/methodology/approach In the first stage, hotels’ managerial efficiency is assessed by data envelopment analysis to establish which hotel has the most efficient performance. In the second stage, the customer satisfaction of these hotels is estimated by the ELECTRE (ELimination et Choix Traduisant la RÉalité) method to assess the hotel’s ability to satisfy their customers. Findings Empirical results show that there is an inverse relation between customer satisfaction and ability to maximise the Revenue per Available Room (RevPAR). In other words, trying to improve efficiency implies a reduction in guests’ satisfaction (and vice versa). Research limitations/implications Therefore, through this research the authors can realise that hotel managers should give more attention to customer service because it has a more direct and important impact on customer satisfaction. It also positively impacts on resource management. However, there are some limitations to this study. First, this study only focuses on 12 hotels. Because the data set is very confidential, it is very difficult to have a bigger sample. Then, the evaluation is based on 2014 figures only. It could be interesting to know their performance for previous years to understand their evolution. Finally, it is necessary to know the percentage of direct reservations for each hotel. For instance, if a hotel is relying too much on online travel agents (i.e. Booking.com, Expedia, etc.), it needs to pay a significant amount of commission to these companies. As a result, it could have a good RevPAR but might pay a huge commission (for example, 20 per cent for most of sites) at the end. In terms of perspectives, it is necessary to conduct a more extensive research to test the hypothesis in a different context. Additionally, the data were taken for a single period of time. It will be very interesting to create a panel of hotels and collect data over a period of time (Barros, 2005; Barros and Santos, 2006; Barros and Deike, 2008). This would enable to better understand the relationship between managerial efficiency and customer satisfaction in a long-term prospective. Originality/value This paper presents the relationship between the managerial efficiency and customer satisfaction in Parisian boutique hotels context. Study suggests that in service industry, increase of firm’s efficiency could negatively impact the guest satisfaction. Therefore, through studying the authors can realise that why hotel managers should focus on customer satisfaction, which attributes play the vital role in customer satisfaction and how to optimize their resources. One of the originalities of this paper is that the authors use the customers’ feedback from the UGC websites (Trip Advisor and Booking.com) as the performance evaluation indicators for customer satisfaction. The data are very confidential and hard to get.