Abstract

Customer relationship management is the current trend in any industry most especially in lodging which focused more on building long-term  relationships and providing customer satisfaction with its stakeholders. The study was conducted in the four commercial hotels and three resorts in Calbayog City, Samar, Philippines. The descriptive-assessment method of research was used to assess some variables of the study, survey questionnaires as instrument, frequency and percentage distribution and t-test. Universal sampling was used for the hotel employees and convenient sampling for the selection of guests as respondents. The profile of the front desk officers showed that majority of them are in the middle age particularly young adults, single, college graduate and has work experience. While the aspects on customer service was highly observed and the level of their skills was ‘very satisfactory’. However, there is a significant difference on the perceptions of the two groups of respondents on their customer service and level of skills. The overall mean of the hotel employees is greater compared to the total mean of the hotel guests. This might mean that since these employees are connected to these hotels, they gave higher rating compared to the hotel guests. Aside from this, findings shows that the problems encountered by the guests includes being inattentive to calls or emails, negligence on their wake-up call service and overbooking. This clearly reveals that there is really a need to improve their services.

Keywords: Customer Relationship Management, Customer service, Lodging, Front Desk Officers, Customer satisfaction