In the same way, it is an error to assume that quality can be embodied in immutable standards. Customers have two sets of quality measures that must be met. The third questionable underlying assumption is that satisfying leads to retention. No, satisfying is not enough. Studies show that fully satisfied customers will still switch brands, out of curiosity, chance, a better offer, whatever.
Feedback is essential.
Complaint cards or hot-lines can help make a recovery when service glitches drop performance below the adequate threshold. Comment cards are of little use, for the most valuable frequent traveler doesn't use them. Only a continuing audit in which guests rate every element of their stay and data is tracked can keep one in touch. Managing quality is not a system, nor is it a natural outcome of good intentions. Feel free to use your carriage return.