Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School(UGBS), Robert Ebo Hinson has raised concerns about the nature of customer service delivery within the tourism and hospitality industry in Ghana, saying it needs a lot to be desired.

He made this reservation in a panel discussion on customer service culture within the hospitality and tourism sector on Travel Pass on 3FM hosted by Francis Doku.

Responding to the question of his appreciation of the level of customer service delivery in the hospitality and tourism sector in the country, Prof. Hinson opined that: “I think the level of customer service needs a lot to be desired, I mean, a year and a half ago, I did a certain harvesting of a trip advisor comments in various hospitality industries in Ghana and it was totally problematic”.

“The reason why the trip advisor comments traumatizes me so much is that, if the aggregation of these comments constituted the customer service profile of Ghana’s hospitality and tourism institutions then Ghana has a long way to go. Some of these institutions I knew personally, so I called some of them and brought it to their attention that: basic things like I called the front desk four times before somebody came to my room, basic things like, my towel was dirty and I called you but you never came, basic things like, mosquitoes were chewing me because I opened the door for long”.

He went on to say that, “I’m not saying it’s all doom and gloom, I know some excellent examples of customer service excellence in Ghana’s H & T sector but all said, I think we all need to do much more, especially because we are also in an increasingly digital age. So the trip advisor comments I saw came from people who had actually come to Ghana and visited some resort, castle or gone to some slave fort, or gone to some restaurant or gone to some guest house”. 

“But nowadays, the comments are even more bizarre because of digital interfaces and even the advent of COVID-19, the service delivery doesn’t even have to happen in Brick & Mortar format alone but handling of digital interfaces well is the first point of customer service failure or success”.

“And trust me, you can from your studio right now send facebook messenger messages to some hotels and maybe they’ll respond after two or three days, that’s how challenging it is right now. So you want me to step up my game and things can only get better, I hear they are supposed to be building some tourism and hospitality schools and I pray that miracle occurs, so we can all find a good way forward” he pointed out to the host of Travel Pass.

By Barima Kwabena Yeboah||Ghana

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