THE ROLE OF CUSTOM ER CARE IN THE HOSPITALITY INDUSTRY

Abstract

This research studied the role of customer care in the Hospitality industry, a case study on Miklin Hotel Kumasi. The study was to identify the marketing strategies put forward by Miklin Hotel to use customer care to achieve competitive advantage in the hotel industry and how they satisfy their target market. Moreover, the study was to ascertain the effectiveness and efficiency of the numerous marketing activities it embarks upon, such as relationship marketing as well as customer interface which are of much importance to the hotel. Personal interviews, surveys and questionnaires of the hotels customers and an in-depth interviewing of the staff and management were conducted to find out the role that customer care plays in the hotel industry.