Campus Dining Today 2024 Winter - 60

Training
happier
customers
for
Investigating the relationship between employee training and
customer satisfaction in the hospitality industry
Douglas Frazier
executive director of campus
dining services,
The George Washington
University
The hospitality industry has experienced a significant decline in customer
service quality, leading to reduced customer satisfaction and patronage.
This industry heavily relies on exceptional customer service to maintain
competitiveness and ensure customer loyalty. However, high turnover rates,
lower pay, and the demanding nature of hospitality jobs often result in
insufficient training for new employees, exacerbating service quality issues.
Moreover, the perceived inferiority of service employees by customers
contributes to a negative work environment,
The hospitality industry is inherently customer-centric, where service quality
directly impacts customer satisfaction and business success. Social Cognitive
Theory (SCT), developed by psychologist Albert Bandura, provides a
comprehensive framework to understand how individuals learn and perform
in social contexts, emphasizing the interaction between cognitive, behavioral,
and environmental factors. According to SCT, individuals learn not only
through direct experiences but also through observing others, including
modeling behaviors, attitudes, and emotional reactions.
A key component of SCT relevant to the hospitality industry is self-efficacy,
which refers to an individual's belief in their ability to execute tasks and
achieve goals. Self-efficacy influences employee motivation, confidence,
and performance, thereby affecting customer service quality. For example,
highly educated individuals, such as college professors, may exhibit higher
self-efficacy and workplace motivation compared to less educated service
workers, who might feel undervalued and treated poorly by customers.
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CAMPUS DINING TODAY | TRAINING FOR HAPPIER CUSTOMERS

Campus Dining Today 2024 Winter

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