has been slow to adopt marketing as a management
discipline (Calantone and Mazanec 1991). Before
gathering the VOC, the team needed to identify and
understand the hotel’s target customers. Since this
establishment is a business and diplomatic hotel, it
is easy to identify its key customers. Of the two categories
of customers, business people and diplomats,
access to the diplomat guests was not possible for
this research. Consequently, this research targeted
business people. The selected sample subjects from
the target population of this study were all business
travelers who stayed in the hotel during the data
collection period.