Nowadays there are a lot of hotel chains and brands. A competition between them is high, moreover, hotels inside one chain are competing too. In a time of internet and online ranking applications, every guest response is important for a company, because one negative comment is equal to 10 positive. In a time of choice variety, every hotel wishes to have guests who are loyal exactly to this particular hotel.

Customers determine whether to continue their partnership with the same hospitality service provider or not based on the social interaction experience. Research shows that while 14 percent of customer switching is related to actual products, i.e. the technological aspect of quality, 67 percent of customer transferring is related to frustration with social interactions between consumer and service staff, i.e. the functional quality aspect.