Customer relations management of selected hotels and restaurants in Cavite / by Cindy R. Cabangon.

Thesis (B.S.B.M.--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

CABANGON CINDY RIVERA. Customer Relations Management of Selected Hotel and Restaurants in Cavite. Undergraduate Thesis, Bachelor of Science in Business Management, major in Marketing. Cavite State University, Indang, Cavite.
April 2006. Adviser: Dr. Luzviminda A. Rodrin.
The study was conducted to describe the business profile of hotel and restaurants in Cavite; describe the organizational structure of hotel and restaurants in Cavite; determine the customer relations management practices employed by the management; and identify the problems encountered by the hotel and restaurants management related to customer relations.
The study was conducted in 32 hotel and restaurants located in Cavite. Data were gathered through personal interviews with the managers of the establishments with the use of the prepared interview schedule.
Frequency count, mean, range, and percentage were used to describe the business profile organizational structure and customer relations management practices of hotel and restaurants. Ranking was used to present the problems encountered by hotel and restaurants related to customer relations.
Forty-four percent of the hotel and restaurants were corporation, 41 percent were sole proprietors, nine percent had partners and six were government owned. The Years in operation of the hotel and restaurants ranged from 8 months to 32 years with an average of eight years. Majority of the hotel and restaurants (81 %) were operating for 1 to 123 years, while the number of employees involved in customer relations/ service ranged from 6 to 85 with an average of20 employees. The common positions involved in customer relations were manager, waiter/ food attendant, room boy/ room attendant, front office/ front desk clerk and housekeeping. Other positions involved were supervisors, cook, cashier, secu•ity guard, maintenance personnel, laundry attendant, assistant supervisor, secretary and linen supervisor- The organizational set up of the hotel and restaurants were functional organization (59 %), divisional organization (32%), and matrix organization (9%). The most compelling reason/s of the organization to improve customer relations was the fear of losing customers to competitors, fear of damage to organizations reputation and losing customers' satisfaction and quality service. The ways by which reservation can be made by customers at the hotel and restaurants were by phone, walk-in, Internet, through their sales office, sales blitz and show room. All the hotel and restaurants revealed that the hotel always provides its services at the time it promises to do so. Sixty-nine percent of the respondents said that the customers were taken care immediately when responding to customer's request, 22 percent said that they responded within 3 minutes, three percent mentioned that they responded within 3- 5 minutes and six percent revealed that they responded on a case-by- case basis. The most frequently mentioned problem encountered by the hotels and restaurants related to customer relations was unpaid customer bills, followed by unmanageable guests, overbooking and guests that file complaint just to get discount.

Submitted to the University Library 07/18/2007 T-3350