The quality of guest comment cards: An empirical study of U.S. lodging chains

Kenneth R. Bartkus, Roy D. Howell, Stacey Barlow Hills, Jeanette Blackham

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

This study examines the quality of guest comment cards used by major U.S. lodging chains. To accomplish this objective, guidelines for comment card design were developed through a review of the relevant literature. The guidelines focus on eight issues: (1) return methods, (2) introductory statements, (3) contact information, (4) number of questions, (5) space for open comments, (6) number of response categories for closed-ended questions, (7) balanced versus unbalanced response categories for closed-ended questions, and (8) question wording. Using a sample of 63 lodging chains, the most common deviations from guidelines include a lack of secure return methods, the use of positively biased response categories, and insufficient writing space for open comments. To improve the quality of comment card feedback, these and other limitations should be corrected. Managerial implications and directions for future research are included.

Original languageEnglish
Pages (from-to)162-176
Number of pages15
JournalJournal of Travel Research
Volume48
Issue number2
DOIs
StatePublished - Nov 2009

Keywords

  • Comment cards
  • Guest feedback
  • Guidelines
  • Lodging
  • Quality

Fingerprint Dive into the research topics of 'The quality of guest comment cards: An empirical study of U.S. lodging chains'. Together they form a unique fingerprint.

  • Cite this