Table of contentsAbstractIntroductionLiterature reviewResearch methodologyConclusion and suggestionSummaryCustomer satisfaction is the key factor for any organization to sustain itself in the era current competitive environment. Service providers must understand their customers and design their services in such a way that the customer achieves maximum possible satisfaction. The aim of the present study is to measure customer satisfaction in hotels in Punjab. The study will also provide various suggestions to the guests to make their services more effective and efficient. To conduct the survey, a well-structured questionnaire is used to collect primary data from the respondents. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The sample size of the study is 130. Sample variance and confidence methods are used to determine the sample size. Simple random sampling technique was adopted by the researcher to collect the data. Based on the results, 40% of the respondents are very satisfied with the safety and security of the hotel while 20% are very dissatisfied with the location of the hotel. With each attribute, the satisfaction level changes, which clearly shows that customers rate their satisfaction differently for each attribute. Finally, customer satisfaction in hotels has been proven to be high. Keywords: Customer satisfaction, hospitality, servicesIntroductionCustomer satisfaction is a growing concern within the hospitality industry and many studies have been carried out in this area by different researchers. Customer satisfaction has become an important performance indicator for the hospitality industry because it indicates the strength of the relationship between the customer and the service provider. With the changing lifestyles of Guests, a significant change has been observed in the demands and expectations of Guests. For several years, the hotel industry has experienced significant growth and diversification. Since the hospitality industry is a service industry, direct interaction between the customer and the service provider is very important. The logic of marketing is to know and understand the customer so well that the product or service suits them and sells itself. For the proper functioning of the company, the guest occupies a central place in the management policy. It is in this context that the effective approach to customer retention is to ensure a high level of customer satisfaction which should generate customer loyalty (Kotler and Armstrong, 2009). In the hospitality industry, personalized services for guests focus on at least three key elements. elements: increased personalization, new applications of technology and increased awareness of changing demographics. Guests in the hospitality industry will no longer accept being treated as a single demographic and they will not tolerate a “one size fits all” mentality. Thus, service organizations need to customize their services according to customer needs and requirements in order to have a competitive advantage in the market. Customers, aware of market trends, will look for products, services and communications designed individually and only successfully. hotels will manage to communicate with each guest as an individual with particular needs and expectations. The hospitality industry includes all commercial operators who provide their guests withany combination of the three (3) basic services of food, beverage and accommodation, Foskett and Cesserani (2007). With many modern economies being dominated by services, establishing and maintaining close relationships with customers can evolve into rich and fulfilling partnerships. Customer satisfaction is about giving customers what they expect, it is basically about exceeding customers' expectations so that they become and remain loyal to the company's brand.Business Essay (2013) defines satisfaction Customer reviews as a term used to measure how well the products and services provided by a company meet or exceed customer expectations. Customer satisfaction is considered a key differentiator and has increasingly become a key part of business strategy. According to previous studies, it has been argued that hotel guests will use and evaluate service encounters in different departments, including reception, food and beverage, and housekeeping. , as a basis for evaluating the service and the results of these evaluations will have a major impact on the overall satisfaction of the hotel experience. In a competitive environment like that of the hotel industry, where quality of service is vital and with increased access to information technology, customers have become more demanding and more informed; The demand for measuring customer satisfaction and its influence on loyalty and retention is evident. The difference between customer satisfaction and attitude construct is that even though customers have preconceived attitudes or expectations, consumer satisfaction/dissatisfaction only occurs after the product/service has been consumed. Guests who completed the questionnaires were present at the hotel at that time or visited the hotel at least once in the past three months. The present study aims to investigate customer satisfaction towards hotels in Punjab. The study also attempted to provide various suggestions to the service providers/managers to improve their products and services. their expectations, before receiving the product or service (McCarthy and Perrault, 2002). Thus, guest expectations are the difference between guests' expectations before receiving the services and guests' perceptions after receiving the services. Customer satisfaction mainly depends on the construction of the perceived value they have regarding a product or service (Kotler and Armstrong, 2004; 2009). Thus, customer satisfaction may reflect a person's feeling of pleasure or disappointment resulting from comparing the perceived performance or outcome of a product against expectations. According to Liu and Yen (2010), customer satisfaction is considered as whether customers can get more benefits than their cost. Customer satisfaction consists of achieving the maximum value invested in a product or service. Fourner and Glenmick (1991) concluded that the concept of satisfaction is only valid when the expectation is positive. Expectations from the Customer's point of view are the reference points on which a Customer forms a judgment on a service or product. Customer satisfaction begins from the first contact an organization has with a guest and continues throughout the life of the relationship, i.e. the customer cycle (Reicheld, 1996). Customer satisfaction plays the most important role in total quality management. Compared to other traditional performance measures, customer satisfaction is likely less sensitive to seasonal fluctuations, cost changes, or changes in accounting practices (Kotler, 2006). So, for ahotel can continue its activities, it must guarantee customer satisfaction. needs and wants of guests constantly, which will eventually lead to a strong guest base. Hospitality industry is a customer service and for hospitality industries to present themselves as brands, it is very important to be customer centric and ensure that their customers get the best value. The hospitality manager, to ensure that his guests remain continually satisfied, must ensure that guests feel welcomed, served courteously and efficiently in a clean, safe and secure environment with the best quality of products sold to a reasonable price (Jones and Newton, 1997). .Customer satisfaction is a business philosophy that strives to create value for customers, anticipate and manage their expectations, and demonstrate their ability and responsibility to satisfy their needs. Service qualities and customer satisfaction are essential factors in the success of any business (Gronoos, 1990; Parasuraman et al., 1988). Chamayne (2013) listed strategies that can be used to improve customer satisfaction as listening ears (i.e., good customer compliance). handling procedure or technique) pricing (adequate and reasonable pricing policy), provision of adequate security and appropriate satisfaction management, provision of quality services, timely provision of courteous staff, training and retraining of employees, etc. Hotels are increasing their investments to improve service quality and perceived value for guests to achieve greater guest satisfaction and loyalty, thereby leading to better relationships with each guest (Jones et al., 2007). As Valdani (2009) points out, a business only exists because it has guests to serve, thus clearly indicating that an organization only exists because of its guests. The key to achieving sustainable profit lies in providing high quality service which ultimately leads to satisfied customers (Shemwellet al, 1998). Depending on the different achievements, the major determinants of Customer satisfaction vary from one individual to another. But it was found that many individuals/guests preferred almost the same thing. Among the three (3) main determinants of customer satisfaction are: cleanliness, appearance and price. Knutson (1988) announced that cleanliness and comfort of rooms, prompt service, friendliness of employee, convenience of location, safety and security are important. Choi and Chu (2001) concluded that staff quality, room quality and value for money are the three main factors: free breakfast, airport shuttle, car rental service, atmosphere, security and friendly staff . Atkinson (1988) found that cleanliness, safety, value for money and courtesy of staff. Research Methodology For the conduct of the study, primary data was collected through a questionnaire administered to collect responses from guests on the basis of various service attributes provided to them. . The study uses a simple random technique for the survey. For the study, 200 questionnaires were distributed to customers availing the hotel's services and 150 responses were found usable for the study. According to the results available in the first segment, 46% of guests are satisfied with the cleanliness and comfort provided by the hotel. 20% of respondents are satisfied with the level of safety and security provided by hotels. 49% of customers are satisfied with the performance of hotel staff. 30% of total customers are.