An improvement way to elevate value of in-house surveys in Korea

The aim of this study is to establish the value of the in-house guest survey in the form of guest questionnaires which are currently being utilized in super deluxe hotel enterprises located in Korea and to compare the contents and content design. This study also aims to offer solutions to problems in order to elevate the value of surveys as useful informational tools. It has been determined that the surveys in question served to evaluate facilities and products rather than the guests' satisfaction with the hotel service. Further, they failed to grasp the actual levels of satisfaction and dissatisfaction due to a lack of direction in the content of the questions. Additional weaknesses in the survey content were found in regards to formatting. The results of this study revealed that, over all, the surveys were ineffective tools for information gathering. As a result, this study found that the hotels surveyedfacilities and products rather than service and collected customers' complaints without a clear aim or direction. In addition, this study found unnecessary survey content and/or unreasonable formatting systems, and found that the information-gathering was very negative. The in-house guest survey should be designed again to stipulateconcluding factors based on customers' satisfaction, to refine this through various means, and to grasp the difference between expected values and the experiences of the customers. Meanwhile, the survey should also be examined as a tool of investigation where scientific properties are maintained.