The Culture of Customer Orientation and the Requirements for its Success in Hotel Establishments The Case of the Algiers Hotel Saint George Previously in Algiers

Abstract

This study aims to know the reality of the customer orientation culture in the Algeria
Hotel (formerly St. Georges) in Algiers by diagnosing its elements (a culture of service, a culture
of empowerment, a culture of motivation to serve customers and a culture of service creativity),
whose presence is considered a prerequisite for the success of a culture of customer orientation.
The questionnaire tool was relied upon to collect data and opinions of a sample of (28) workers and
officials in the hotel under study.
According to the statistical results of the field study, it was found that there was a
weakness in adopting a culture of customer orientation in the hotel under study, which is due to the
average level of application of the culture of service in the hotel, and the weakness of the culture of
empowering and delegating powers and authorities to workers (especially those in direct contact
with customers) to serve customers, and insufficient interest in spreading the culture of creativity
service among workers, despite the hotel's interest in material and moral incentive policies.