Determinants of Customer Satisfaction Determinants of Customer Satisfaction in the Hotel Industry [Name] [University] [Instructor] Table of Contents Serial No. Heading Page No. 1 INTRODUCTION 2 DATA COLLECTION 3 ANALYSIS 4 GRAPH 1 - AGE BY GENDER 4.1 GRAPH 2 - ANNUAL SALARY BY GENDER 4.2 GRAPH 3 - NUMBER OF TIMES DIFFERENT AGE GROUPS HAVE VISITED HOTEL 4.3 GRAPH 4 - PURPOSE VISIT BY GENDER 4.4 ARE YOU SATISFIED WITH THE HOTEL - EDUCATION 5 ARE YOU SATISFIED WITH THE HOTEL - GENDER 6 ANALYSIS OF THE RELATIONSHIP 7 FACTOR ANALYSIS 8 THE CUSTOMERS VALUE FOR MONEY 9 CONCLUSION 1…
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Hotels being part of service industries have thus witnessed an increased effort to enhance customer satisfaction and thus customer satisfaction measurement has become an important ‘part and parcel’ of a hotels success. The purpose of this research is to discover and recognize the determinants of customer Satisfaction (Shih, 1986; Yau and Chan, 1990; Stevens, 1992; Mok et al., 1995). 2. DATA COLLECTION Distribution of survey questionnaires to a sample size of 300 participants were given with varying nationalities and age groups. One of the very important advantages of sampling is reliability and can also be used to check the accuracy of the survey data .Around 600 surveys were distributed and out of 600 surveys 350 were returned which is roughly (58.4%) of 600 surveys distributed. Among the survey distributed, 300 (50%) were usable. The questionnaires were distributed in Bournemouth city centre areas.3 star hotels namely - Queens’s hotel, Britannia Hotel, Royal Exeter hotel, and Premier inn Hotel etc. 4 Stars Hotel - park central hotel, Norfolk Hotel, Carlton Hotel, Royal bath hotel, Blue Palm and Marriott hotel etc.Survey was conducted by asking customers around lounge areas, restaurants and pub. Also requested receptionist to collect data from customers and gave (traditional souvenirs) to the receptionists. After nearly two months of survey (20th June till 10th August 2011), for data analysis IBMSPSS was engaged 4.1 ANALYSIS 4.1.1 Age by gender Graph 1 As seen in graph1 above which is related to age by gender, it can be observed that until the age of 50, male visitors outnumbered female visitors by a small margin, but after age 50 it can be seen that female visitors have increased as compared to male visitors. It is also to be observed that a reverse scenario has occurred where as female visitors have constantly increased with an increase in their age, male visitors have declined with an increase in their age. The majority of visitors range from ages 21 to 30 in both males and females while fewer than 20 visitors were around 20% less than ages 21 to 30 figures. Male visitors above 61 visited the hotels least frequently, even less than their female counterpart of same age and likewise girls under 20 are the least frequent female visitors, even less than their female counterparts of same age. 4.1.2 Annual Salary by Gender Graph 2. As far as annual salary by gender is concerned below, it can be observed that as far as under 5000 is concerned, females are above 20% than males while from 5000-15000 and 15000-25000 again females have surpassed males where females are above 50% but below 60% while males above 40% but below 50%, but a changing trend could be seen for annual salary of 25000-45000 where females are hardly near 40 % but males have surpassed 60% which means that males are higher earners than females in this category . moving forward to a range from 45000 – 60000 annual salary, percentage of both males and females are equal thus females had been giving a tough competition in this category .At a salary of above 60000 the biggest percentage difference could be seen between males and females where males are almost 40% more than females. Thus overall
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