Cornell Hotel and Restaurant Administration Quarterly

 

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Cornell Hotel and Restaurant Administration Quarterly, Vol. 46, No. 1, 69-78 (2005)
DOI: 10.1177/0010880404270881

Face Recognition and Name Recall

Training Implications for the Hospitality Industry

Vincent P. Magnini

College of Business and Economics at Longwood Universitymagninivp{at}longwood.edu

Earl D. Honeycutt, Jr.

Love School of Business at Elon Universityehoneycutt{at}elon.edu

Hospitality corporations continually seek to implement strategies that enhance customer satisfaction and loyalty. One potential strategy that contributes to increased customer satisfaction and loyalty is training both associates and managers in techniques to recognize guests' faces and names. Psychological research has shown how face recognition and name recall can be applied in hospitality situations, in particular to create pseudorelationships with guests and to convert those to genuine relationships with loyal customers. Training employees and managers in mnemonic techniques for name recollection will almost certainly be a wise investment in creating satisfied guests.

Key Words: face recognition • hotels • relationship marketing • remembering names


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