Business improvement preferences for small/medium hospitality firms in Australia

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Title Business improvement preferences for small/medium hospitality firms in Australia
Author Butcher, Kenneth John; Sparks, Beverley
Journal Name International Journal of Contemporary Hospitality Management
Year Published 2011
Place of publication United Kingdom
Publisher Emerald Group Publishing Ltd
Abstract Purpose – This paper aims to investigate how small/medium hospitality (SMH) firms set preferences for knowledge transfer relating to customer service improvement activities, through a determination of the most valued activities, preferred forms of media delivery and why best practice choice is valued. Design/methodology/approach – A single cross-sectional survey was used of 255 owners, managers or owner-managers of SMH firms in Australia using attitude rating scales. Findings – In nominating preferred customer service training/business performance improvement activities, the reasons for reporting a highly valued activity were grouped into six themes. Relevance and novelty of the activity were the two highest ranked activities. The remaining four themes of informative, credible, ease of use, and social were ranked equally. Research limitations/implications – The findings suggest that hospitality firms are reluctant to embrace knowledge transfer activities in general and customer service training in particular. These findings shed light on specific preferred activities and indicate the reasons why. Practical implications – The results from this study have been integrated with other studies to present a range of communication-based strategies to assist industry policy makers. It is recommended that communication strategies to sell the “novelty, relevance and newness” of the customer service activity should be promoted. Originality/value – The paper synthesises literature from the small business sector, together with hospitality-specific papers and extends thinking beyond prescriptive advice. Given that knowledge transfer, delivered as prescriptive advice, tends to be ignored by the sector at large, this paper focuses on what managers do in practice and how they can be reached more directly.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1108/09596111111122488
Volume 23
Issue Number 3
Page from 282
Page to 296
ISSN 0959-6119
Date Accessioned 2011-12-24; 2012-02-13T05:03:06Z
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Commerce, Management, Tourism and Services
URI http://hdl.handle.net/10072/42450
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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