An empirical study of customer comment card quality and design characteristics
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Abstract
The use of comment cards is a very popular method for obtaining customer feedback in the hospitality industry. An investigation was made regarding the current status of comment card usage in hotel‐restaurants offering high quality, Sunday champagne buffets, in Las Vegas, Nevada, USA. Cards were assessed with regard to frequency and mode of availability, information content, service quality, card design, and management follow‐up. Although 81 per cent of the buffets made use of comment cards, problems were found with accessibility, comprehensiveness of information, questionnaire design principles and frequency of call‐backs.