“In the hospitality industry, understanding customers’ emotional factors, such as delight, becomes more critical to the success of business organizations in relation to their consumption experiences and loyalty creation and development. In academia, this became the topic for her doctoral dissertation. She became deeply interested in the relationship among customer delight, satisfaction, and loyalty within the hospitality context while working at companies such as Marriott Hotels and Novotel Hotels and Resorts. A company needs to hire for attitude and then train the right people for skill, genuine motivation and social engagement with high levels of personalized service to customers,” Kim said.Ĭustomer delight is a concept Kim knows well. “Delighting your customers is all about going beyond their expectations. They’re being replaced by companies that go above and beyond for their customers, providing what MiRan Kim, associate professor in The School of Hospitality Business in the Broad College, calls “customer delight.” MiRan Kim, associate professor in The School of Hospitality BusinessĬomplacent companies that seek to meet only the basic needs of their customers are quickly becoming a thing of the past.
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