The effectiveness of feedback channels in hotels in Malawi: perspectives of guests

This study investigates the perceptions of hotel guests of the effectiveness of feedback channels available in hotels in Malawi. The study found that suggestion boxes are the most common feedback channel in hotels. The telephone is the most preferred channel to provide negative feedback, and the face-to-face channel is preferred to provide positive feedback. Social media is the most effective channel, and the indicators of effective channels include convenience, management action, absence of interference, rapid response, confidentiality and flexibility. The study found the existence of significant differences in the perception of effectiveness of feedback channels compared to education level and country of residence. This study uses the quantitative method through a questionnaire administered through google forms. A total of 220 respondents were conveniently sampled and SPSS was used to perform descriptive statistical and ANOVA analyses. Theoretically, this study formulated the feedback channel effectiveness index from the customers’ perspective. Practically, hotel managers should incorporate unsolicited feedback channels in the hotel’s feedback mechanisms, and customer-initiated feedback should be treated the same way as firm-initiated feedback.