Assessing Customer Perception of Frontline Staff and Its Effect on Customer Loyalty

Abstract

The hotel industry is very significant to Ghana's tourism potential and economic growth. In order to make sure the hotel industry meets the requisite international standards, this study sought to examine the perception of customers of frontline staff. Two of Ghana's topmost hotels, the Hotel A, which is a five-star hotel and Hotel B, a four star were selected purposively for this study with a sample size of 100 customers selected randomly. The findings of the survey revealed that 94% of the respondents indicated that their overall perception about the frontline was good. Similarly, 90% of the respondents indicated they have good perception about the frontline staff of Hotel B. Among the factors customers consider in forming their perception, neatness, courtesy and good communication skills were ranked at Hotel A. Customers ranked courtesy, neatness and good communication skills at hotel B. The study recommends that Management of both hotels and for that matter all the top hotels should put more into training and empowering frontline staff on problem handling and responsive skills. Management should also consider periodic internal surveys to ascertain the changing perceptions of customers and identify areas that need improvements.