Question

explain customer perspective as one of dimensions of the balanced scorecard in Hotel context

Answer 1

Balance scorecard is the measuring tool used for evaluating the operational strategy and its implementation in a business. It helps in examining the succesful running of the business from different perceptions. It uses the financial measures and operational measures to evaluate the effective approach to the management control in the organization. The operational measures includes customer satisfaction as a strong measure for the balanced scorecard. The perception of how the customers see us forms the customers perceptive is measured.

In hotel industry, a customer is the most essential element for the success and survival of the business. Customer satisfaction from services they get for paying huge amounts for the same is something on which customer loyalty. The main aim of the managers has to be creating such strategies that can develop loyal and satisfied customers in the target segment and develop performance measures for the same. In a hotel industry the satisfaction comes from the sevices they get, the facilities, the quality of service and products they use and the cost they are paying for this service. Experiencing a satisfaction in all these grounds together will a customer decide to come back to the hotel after once. Hence to create a market and satisfy customers hotel industry will have to keep measures to evaluate all these points. Measuring the objectives and strategies implemented to achive them for a better customer turnover is the purpose of such balance scorecards.