SERVICE IMPROVEMENT PLAN CUSTOMER IN THE COUNTRY INTERNATIONAL HOTEL

In the following paper, we conducted an analysis of perception and customer satisfaction Country International Hotel. For the study, we used a descriptive methodology with an analytical method, surveys of both hotel guests and measured the perception of them as well as the analysis of the hotel sector through a SWOT analysis and other relevant aspects. The study concluded that there are strengths and weaknesses in analyzing customer. Since the responses indicate that if users are fairly comfortable with the service, but differ from some aspects. We conclude that the weaknesses if corrected, generate higher profits and the company image. This makes it important to establish strategies for improvement of care, loyalty and frequent handling complaints. One solution is the implementation of CRM (Customer Relationship Management) as basic strategic action and improve customer perception about the Hotel.