Jalbani, Shahzor: Hotels Service Standard: Reputation and Relationship Orientation Excel in hotel industry by getting Sustainable Competitive Advantag

Competition in the hotel industry is high and it puts stress on top management to adopt different strategies to get competitive edge. Therefore, Hotel management is applying best marketing strategies which consist of sending birthday cards and offer discounts for dining and accommodation in order to build long term affiliation with customer and keeping their sales staff busy in doing surveys regarding the satisfaction of customers by continuously receiving their feedback. Many researchers have proved that customer satisfaction is the important goal of the firm. It is one of the most basic and inevitable business element that cannot be avoided in modern times, growing importance of customer satisfaction, customer retention, increase in the customer knowledge, changes in market demand and the competition has shifted concern from transactional marketing to relationship orientation. Resultantly, reputation is built in customers' minds. Customer perception in the form of Reputation helps to reduce financial as well as psychological costs and better understand the specific product or service when customer hear the organization name, it directly affect the perception and mind.