Hospitality, Tourism, and Sport Sector in the UK - Assignment Example

Quantitative Methods Portfolio Quantitative Methods Portfolio Introduction UK, which is across-cultural setting for business, upholds the major trend in tourism and travelling. The hospitality industry is the fifth largest segment in UK to support the economy of country. This shows that there is a majority of the population that travels around the UK for different purposes such as business or touring. The hospitality service providers in UK often engage themselves in knowing their customers’ attitudes, who often visit UK and its major cities from different parts of the world belonging to different demographics (PWC, 2013). This report has selected Mercure London Bridge Hotel to find the trend of its customers, their perceptions and views of the hotel services (Prospects, 2013). The objective here is to apply statistical methods to assess the position of the Mercure London Bridge Hotel in terms of delivering good quality services to its customers. The paper will use descriptive statistics, cross tabulation method and t-test to present comprehensive findings and discussion. The Research Design Quantitative The study has adapted the quantitative research method, which implies the statistical approach of analysis and assessment. Using a primary source of data collection that is by conducting a sirvey of customers of Mercure London Bridge Hotel, this study is based on a primary research design. The approach adapted is deductive and therefore, follows a pattern of conclusiveness and close understanding (Noorossana et al., 2012). Sampling The sampling technique applied in the study is a random sampling, which brought to a sample of 100 visitors of the Mercure London Bridge Hotel from the population of total number of guests staying at the hotel (Abbott & McKinney, 2013). Questionnaire The questionnaire for the study is comprised of 20 questions in which 9 questions are based on demographics of the participants and 11 questions are in regard of the hotel service quality. Each question is from a different segment of assessment including reservation, room, staff, food and web service quality respectively. The questionnaire covers participants’ point of opinion with respect to their age, gender, and income differences. Data Collection The primary data was collected at Mercure London Bridge Hotel, where guests were quested to participate in the survey at their own will. This primary data is utilized to bring out findings and discussions from the study. Statistical Analysis To conduct this quantitative study, the approach of statistical analysis is adopted. Descriptive statistics, cross tabulation, and T-Tests are tools applied in the study. For comparative analysis, cross tabulation of the responses has been made based on demographics This is how comprehensive and conclusive findings are obtained. Findings and Interpretation The Participants There are 100 participants selected for the study, who are guests of the Mercure London Bridge Hotel. The participants are categorized on the basis of differences they keep such as the gender, income and age differences (Kish, 2004). Based on the gender difference, there were two main groups who responded to the research questionnaire - male and female. The participants’ demographics are further explained as follows: Question 1- Gender Frequency Percent Valid Percent Cumulative Percent Valid Female 50 50.0 50.0 50.0 Male 50 50.0 50.0 100.0 Total 100 100.0 100.0 The above table indicates that the questionnaire the questionnaire was completed by equal number of men and women. Question 2- Age Frequency Percent Valid Percent Cumulative Percent Valid Above 60 16 16.0 16.0 16.0 Between 18-25 20 20.0 20.0 36.0 Between 41-60 24 24.0 24.0 60.0 Between25-40 20 20.0 20.0 80.0 Less than 18 20 20.0 20.0 100.0 Total 100 100.0 100.0 The above table somewhat indicates equal distribution of responses collected from individuals belonging to different age groups. However, highest number of individuals belonged to the age group of 41-60 years. Question 3- Marital Status Frequency Percent Valid Percent Cumulative Percent Valid Divorced 6 6.0 6.0 6.0 Married 58 58.0 58.0 64.0 Single 36 36.0 36.0 100.0 Total 100 100.0 100.0 Majority of respondents are married that is 58% of the total respondents and 36% of them are single. Only 6 of them are divorced. Question 4- Education level Frequency Percent Valid Percent Cumulative Percent Valid College 16 16.0 16.0 16.0 Professional 30 30.0 30.0 46.0 Retired 20 20.0 20.0 66.0 School 20 20.0 20.0 86.0 University 14 14.0 14.0 100.0 Total 100 100.0 100.0 All of respondents have some achieved some level of education. Highest number of individuals has professional qualifications. Question 5- Job Status Frequency Percent Valid Percent Cumulative Percent Valid Jobless 22 22.0 22.0 22.0 On-Job 58 58.0 58.0 80.0 Retired 20 20.0 20.0 100.0 Total 100 100.0 100.0 Majority of respondents are on-job i.e. 58% of the total survey sample. However, it is also noticed that 22 of them are not working or are jobless. Question 6- How many days have you stayed at Mercure London Bridge Hotel? (Number of Days) Frequency Percent Valid Percent Cumulative Percent Valid Less than 15 24 24.0 30.0 30.0 More than 15 and Less than 30 32 32.0 40.0 70.0 More than 30 and Less than 45 14 14.0 17.5 87.5 More than 45 and Less than 60 10 10.0 12.5 100.0 Total 80 80.0 100.0 Missing System 20 20.0 Total 100 100.0 Based on responses collected from the survey, the above table indicates number of days of individuals’ stay as grouped in four categories. The table shows that the highest proportion of respondents stayed for more than 14 and less than 30 days at Mercure London Bridge Hotel. Question 7- What is the purpose of your travel? Frequency Percent Valid Percent Cumulative Percent Valid Business 20 20.0 20.0 20.0 Leisure 64 64.0 64.0 84.0 Work 16 16.0 16.0 100.0 Total 100 100.0 100.0 Majority of respondents have stayed in this hotel for leisure purpose while others have either stayed for their business or work related trip. Question 8- No. of Children Frequency Percent Valid Percent Cumulative Percent Valid 1 17 17.0 17.0 17.0 2 14 14.0 14.0 31.0 3 3 3.0 3.0 34.0 None 66 66.0 66.0 100.0 Total 100 100.0 100.0 Majority of respondents did not bear children. 17 respondents have 1 child and 14 respondents have 2 children. Question 9- Frequency of Travel Frequency Percent Valid Percent Cumulative Percent Valid 1 1.0 1.0 1.0 Every Month 18 18.0 18.0 19.0 Every Week 3 3.0 3.0 22.0 Every year 1 1.0 1.0 23.0 Every Year 20 20.0 20.0 43.0 Not Frequently 57 57.0 57.0 100.0 Total 100 100.0 100.0 Majority of respondents do not travel frequently. Next are respondents who travel every year to some destination and then are respondents who travel every month. Question 10 & 11 (The Hotel’s brand and location) Q10. How do you find the brand itself?     Mean 3.62 Standard Error 0.094044907 Median 4 Mode 4 Standard Deviation 0.940449065 Sample Variance 0.884444444 Kurtosis -0.437533616 Skewness -0.281223493 Range 4 Minimum 1 Maximum 5 Sum 362 Count 100 Q11. How do you find the location?     Mean 3.77 Standard Error 0.082700628 Median 4 Mode 4 Standard Deviation 0.827006284 Sample Variance 0.683939394 Kurtosis -0.49935994 Skewness -0.201604822 Range 3 Minimum 2 Maximum 5 Sum 377 Count 100 Responses Category Strongly Disappointed 1 Very Disappointed 2 Neither Disappointed nor Happy 3 Somewhat Happy 4 Very Happy 5 The above two questions which are in regard of the hotel’s quality of brand and location brought neutral responses. The average mean response was 3 by the 100 respondents, which showed that the respondents including both male and female genders were neither happy nor disappointed from the hotel’s name and location. They seem to be satisfied with the brand name and its location to which they have been brought. The neutral responses for this segment indicate that Mercure London Bridge Hotel is keeping a good recognition in the UK market. The hotel is present with a good name and identity in the hotel sector. Question 10- You think that the service quality in this hotel is satisfactory Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 11 11.0 11.0 11.0 Neither Disappointed nor Happy 31 31.0 31.0 42.0 Somewhat Happy 39 39.0 39.0 81.0 Strongly Disappointed 1 1.0 1.0 82.0 Very Happy 18 18.0 18.0 100.0 Total 100 100.0 100.0   Responding to the above statement, majority of the participants seemed satisfied with the service quality of the hotel. Out of 100 participants, 39 showed the sign of contentment with the service quality of the hotel. 11 participants came out disappointed while the remaining 31 set a neutral point of view Question 11- You like the location of this hotel? Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 6 6.0 6.0 6.0 Neither Disappointed nor Happy 30 30.0 30.0 36.0 Somewhat Happy 45 45.0 45.0 81.0 Very Happy 19 19.0 19.0 100.0 Total 100 100.0 100.0   As the hotel is centrally located and is attracted most to travelers and tourists so a positive opinion came from the participants on the hotel’s locality. Out of the 100 participants, 45 people liked the location of the hotel. Hotel’s location is the first thing to attract customers and make a choice. Deciding a room in a hotel is much dependent onto which locality it is present. If the location is fine and most attracted, then the population of visitors is always increased. Question 12- You are satisfied with hotels reservation and booking service? Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 3 3.0 3.0 3.0 Neither Disappointed nor Happy 22 22.0 22.0 25.0 Somewhat Happy 59 59.0 59.0 84.0 Strongly Disappointed 2 2.0 2.0 86.0 Very Happy 14 14.0 14.0 100.0 Total 100 100.0 100.0   In order to judge the service quality of a hotel, the quality of reservation system is important to be noticed. 59% of the respondent came out somewhat happier with the reservation and booking service of Mercure London bridge hotel. 14 were very happy and 3 were disappointed from the reservation and booking service of the hotel. Reception or booking service is the starting point of accepting or rejecting a hotel offer. If reception is customer focused, it becomes the reason to invite customers. Question 13- You are satisfied with the reception service of the hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 5 5.0 5.0 5.0 Neither Disappointed nor Happy 19 19.0 19.0 24.0 Somewhat Happy 62 62.0 62.0 86.0 Strongly Disappointed 2 2.0 2.0 88.0 Very Happy 12 12.0 12.0 100.0 Total 100 100.0 100.0   The hotel’s reception outlook got attracted to 69 individuals, which is a truly great sign for the hotel’s management. 19 came with a neutral point of view while 5 were disappointed of the reception. Overall, responses indicate that the Mercure’s hotel reception was satisfactory to the visitors. Question 14- You think that this hotels rooms are clean Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 7 7.0 7.0 7.0 Neither Disappointed nor Happy 20 20.0 20.0 27.0 Somewhat Happy 62 62.0 62.0 89.0 Strongly Disappointed 1 1.0 1.0 90.0 Very Happy 10 10.0 10.0 100.0 Total 100 100.0 100.0   Majority of respondents are somewhat happy i.e. 62% with the cleanliness of rooms. Additionally, 10 respondents are very happy with the same. However, it should be noted that 7 individuals are somewhat disappointed as well. This reflects some sort of negligence by the hotel staff to maintain cleanliness in the hotel rooms. Question 15- You think that rooms provide a comfortable environment Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 18 18.0 18.0 18.0 Neither Disappointed nor Happy 38 38.0 38.0 56.0 Somewhat Happy 29 29.0 29.0 85.0 Strongly Disappointed 10 10.0 10.0 95.0 Very Happy 5 5.0 5.0 100.0 Total 100 100.0 100.0   Out of 100 participants, majority came with positive comment on hotel’s room service. 39% of the participants were satisfied with the room environment of the hotel. They agreed with the comfort of the rooms and their presentation. The responses indicate that long stays of visitors are possible if they find the rooms in good condition and in place to their satisfaction. Question 16- You are satisfied with the accessibility of the services in this hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 9 9.0 9.0 9.0 Neither Disappointed nor Happy 33 33.0 33.0 42.0 Somewhat Happy 29 29.0 29.0 71.0 Strongly Disappointed 1 1.0 1.0 72.0 Very Happy 28 28.0 28.0 100.0 Total 100 100.0 100.0   Out of 100, 33 respondents showed no disappointment or happiness related to the accessibility to the hotel. However, it can be noted from the above table that majority of respondents are either somewhat or very happy with the accessibility that the hotel provides to all kinds of customers. Question 17- You are satisfied with the support and help provided by the staff Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 2 2.0 2.0 2.0 Neither Disappointed nor Happy 25 25.0 25.0 27.0 Somewhat Happy 54 54.0 54.0 81.0 Very Happy 19 19.0 19.0 100.0 Total 100 100.0 100.0   Question 18- You are satisfied with the responsiveness and knowledge of the staff Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 5 5.0 5.0 5.0 Neither Disappointed nor Happy 29 29.0 29.0 34.0 Somewhat Happy 52 52.0 52.0 86.0 Strongly Disappointed 1 1.0 1.0 87.0 Very Happy 13 13.0 13.0 100.0 Total 100 100.0 100.0   Staff’s cooperativeness is also very meaningful to the customers of a hotel. If the staff is not responsive or knowledgeable, it cannot guide or assist the visitors in the right manner. The visitors of Mercure hotel seemed quite satisfied with the staff’s responsiveness and communication. Only 1 % of the participants got dissatisfied with hotel’s staff responsiveness and knowledge, which could be an exceptional individual experience. Question 19- You are satisfied with quality of food and other consumables in the hotel? Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 9 9.0 9.0 9.0 Neither Disappointed nor Happy 17 17.0 17.0 26.0 Somewhat Happy 41 41.0 41.0 67.0 Strongly Disappointed 1 1.0 1.0 68.0 Very Happy 32 32.0 32.0 100.0 Total 100 100.0 100.0   Food quality is also an indicator of the level of service quality a hotel keeps. This is primary segment which visitors judge in a respective hotel. The visitors of Mercure seemed quite satisfied with the food and consumable service they received in the hotel. 16% came out with the highest point of satisfaction, while 21 individuals showed a neutral point of view on the respective food quality. The responses indicate that in food segment, it is not only the taste that matters but customers also expect quality of food and presentation of the dinning services. All these things decide of how much better the quality of the food segment of a hotel is. Question 20- You are satisfied with the online services of the hotel? Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 10 10.0 10.0 10.0 Neither Disappointed nor Happy 36 36.0 36.0 46.0 Somewhat Happy 35 35.0 35.0 81.0 Strongly Disappointed 6 6.0 6.0 87.0 Very Happy 13 13.0 13.0 100.0 Total 100 100.0 100.0   Out of 100 participants, 35 agreed with the web services of the hotel. 10 participants showed the sign of discontent, while 36 stayed with a neutral point of view on hotel’s web services. Online services, which may include the Wi Fi setup, the Internet service, and the web service are certainly important to visitors. Visitors who are on business trips would certainly be requiring these facilities. The Summarized Context In all of the respective questions provided to the sample population of 100 participants projected that they were close to the level of satisfaction from the hotel’s services. The means of the responses, which hold the frequency of 3, indicate that majority of the visitors came out with a positive perception for the Mercure London Bridge Hotel service. The 100 of the participants gave the sign of contentment on the quality of the service the hotel has provided (See the Appendix Section). The need is now to understand the difference of opinion among the participants with respect to gender. The two-tailed T-Test will indicate that how there is difference of opinion between male and female participants. Moreover, cross tabulations have provided summaries of results based on demographics. This has allowed a better understanding of bow different demographic groups view the quality of hotel services provided by Mercure London Bridge Hotel. Considering the gender factor the sample population is divided in two groups; male and female. 50 participants are categorized in the male group and the rest 50 in the female group. The division has brought certain differences in the point of opinions. From the t-test, it can be assessed that the first four statements do not show significant difference between male and female group opinions. The fifth question which is asked in the regard of room service quality, there is a significant difference of opinion. With 95% of confidence level, the significance value of the difference in this statement is p = 0.00, which is less than 0.05 validating the findings. Similarly, the difference of opinion also lies in aspect of hotel accessibility, where the value of significance is 0.05 at 95% confidence level. The statistics indicate that on behalf of gender there are certainly some differences in opinion. Likewise, the statistics indicate that female participants in the Mercure hotel were not satisfied with the room cleanliness, presentation or outlook service as compare to male participants, who brought positive comments on the rooms and their outlook. It could be a difference of perception that one gender likes a segment of which the other dislikes or reject. However, the overall statistics indicate that both male and female groups are satisfied with the service quality of the Mercure hotel. The positive attitudes of customers/visitors indicate that Mercure London Bridge Hotel came out well to their customers’ choices and perceptions. Conclusion From the analysis conducted, it is found that Mercure London Bridge Hotel is up on the customer perception. The hotel is efficient in its service and performance with the quality attribute it has in each segment of the service. The responses taken from 100 participants indicate that the customer/visitors are quite satisfied with the level of service Mercure hotel provides. Visitors are satisfied with the responsiveness of the staff, with the food quality and with the overall reception outlook. What needs to be improved is the room environment, as most of the female participants were not satisfied with the rooms’ condition or outlook. List of References Kish, L., 2004. Statistical Design for Research. Hoboken: John Wiley & Sons. Martin Lee Abbott, J.M., 2013. Understanding and Applying Research Design. Hoboken: John Wiley & Sons. Noorossana, R., Saghaei, A. & Amiri, A., 2012. Statistical Analysis of Profile Monitoring. New Jersey: John Wiley & Sons. Prospects, 2013. Overview of the hospitality, tourism and sport sector in the UK. [Online] Viewed at: [Accessed 4 November 2013]. PWC, 2013. Hospitality and Leisure. [Online] Viewed at: [Accessed 4 November 2013]. Appendix I: Survey Questionnaire 1 Age Less than 18 Between 18-25 Between25-40 Between 40-60 Above 60 2 Gender Male Female     3 Marital Status Single Married Divorced   4 Education Level School College University Professional 5 Job Status Jobless Retired On-Job   6 Number of Children 0 1 2 3 or More 7 How frequent do you travel? Every Week Every Month Every Year Not Frequent 8 How many days have you stayed at Mercure London Bridge Hotel? (Number of Days)     9 What is the purpose of your travel? Leisure Work Business Very Disappointed Somewhat Disappointed Neither Disappointed or Happy Somewhat Happy Very Happy 10 You think that the service quality in this hotel is satisfactory           11 How do you find the location of the hotel?           12 You are satisfied with hotels reservation and booking service?           13 You are satisfied with the reception service of the hotel?           14 You think that this hotels rooms are clean?           15 You think that rooms provide a comfortable environment           16 You are satisfied with the accessibility of the services in this hotel           17 You are satisfied with the support and help provided by the staff           18 You are satisfied with the responsiveness and knowledge of the staff?           19 You are satisfied with quality of food and other consumables in the hotel?           20 You are satisfied with the online services of the hotel?           Appendix II: SPSS Output Questions N Mean Std. Deviation You think that the service quality in this hotel is satisfactory 100 3.62 .940 You like the location of this hotel 100 3.77 .827 You are satisfied with hotels reservation and booking service 100 3.80 .791 You are satisfied with the reception service of the hotel 100 3.77 .802 You think that this hotels rooms are clean 100 3.73 .777 You think that rooms provide a comfortable environment 100 3.01 1.040 You are satisfied with the accessibility of the services in this hotel 100 3.74 1.001 You are satisfied with the support and help provided by the staff 100 3.90 .718 You are satisfied with the responsiveness and knowledge of the staff 100 3.71 .795 You are satisfied with quality of food and other consumables in the hotel 100 3.94 .973 You are satisfied with the online services of the hotel 100 3.39 1.034 Valid N (list wise) 100     Group Statistics Statements  V1 N F Sig. Std. Error Mean You think that the service quality in this hotel is satisfactory 1 50 .059 .809 .121 2 50 .112 You like the location of this hotel 1 50 .003 .954 .123 2 50     .104 You are satisfied with hotels reservation and booking service 1 50 1.015 .316 .096 2 50     .127 You are satisfied with the reception service of the hotel 1 50 .668 .416 .112 2 50     .115 You think that this hotels rooms are clean 1 50 25.524 .000 .075 2 50     .132 You think that rooms provide a comfortable environment 1 50 2.522 .115 .119 2 50     .143 You are satisfied with the accessibility of the services in this hotel 1 50 8.189 .005 .161 2 50     .115 You are satisfied with the support and help provided by the staff 1 50 2.365 .127 .096 2 50     .100 You are satisfied with the responsiveness and knowledge of the staff 1 50 .763 .385 .121 2 50     .104 You are satisfied with quality of food and other consumables in the hotel 1 50 1.817 .181 .120 2 50     .146 You are satisfied with the online services of the hotel 1 50 .008 .931 .146 2 50     .147 Frequency Table You think that the service quality in this hotel is satisfactory Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 11 11.0 11.0 11.0 Neither Disappointed nor Happy 31 31.0 31.0 42.0 Somewhat Happy 39 39.0 39.0 81.0 Strongly Disappointed 1 1.0 1.0 82.0 Very Happy 18 18.0 18.0 100.0 Total 100 100.0 100.0   You like the location of this hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 6 6.0 6.0 6.0 Neither Disappointed nor Happy 30 30.0 30.0 36.0 Somewhat Happy 45 45.0 45.0 81.0 Very Happy 19 19.0 19.0 100.0 Total 100 100.0 100.0   You are satisfied with hotels reservation and booking service Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 3 3.0 3.0 3.0 Neither Disappointed nor Happy 22 22.0 22.0 25.0 Somewhat Happy 59 59.0 59.0 84.0 Strongly Disappointed 2 2.0 2.0 86.0 Very Happy 14 14.0 14.0 100.0 Total 100 100.0 100.0   You are satisfied with the reception service of the hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 5 5.0 5.0 5.0 Neither Disappointed nor Happy 19 19.0 19.0 24.0 Somewhat Happy 62 62.0 62.0 86.0 Strongly Disappointed 2 2.0 2.0 88.0 Very Happy 12 12.0 12.0 100.0 Total 100 100.0 100.0   You think that this hotels rooms are clean Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 7 7.0 7.0 7.0 Neither Disappointed nor Happy 20 20.0 20.0 27.0 Somewhat Happy 62 62.0 62.0 89.0 Strongly Disappointed 1 1.0 1.0 90.0 Very Happy 10 10.0 10.0 100.0 Total 100 100.0 100.0   You think that rooms provide a comfortable environment Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 18 18.0 18.0 18.0 Neither Disappointed nor Happy 38 38.0 38.0 56.0 Somewhat Happy 29 29.0 29.0 85.0 Strongly Disappointed 10 10.0 10.0 95.0 Very Happy 5 5.0 5.0 100.0 Total 100 100.0 100.0   You are satisfied with the accessibility of the services in this hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 9 9.0 9.0 9.0 Neither Disappointed nor Happy 33 33.0 33.0 42.0 Somewhat Happy 29 29.0 29.0 71.0 Strongly Disappointed 1 1.0 1.0 72.0 Very Happy 28 28.0 28.0 100.0 Total 100 100.0 100.0   You are satisfied with the support and help provided by the staff Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 2 2.0 2.0 2.0 Neither Disappointed nor Happy 25 25.0 25.0 27.0 Somewhat Happy 54 54.0 54.0 81.0 Very Happy 19 19.0 19.0 100.0 Total 100 100.0 100.0   You are satisfied with the responsiveness and knowledge of the staff Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 5 5.0 5.0 5.0 Neither Disappointed nor Happy 29 29.0 29.0 34.0 Somewhat Happy 52 52.0 52.0 86.0 Strongly Disappointed 1 1.0 1.0 87.0 Very Happy 13 13.0 13.0 100.0 Total 100 100.0 100.0   You are satisfied with quality of food and other consumables in the hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 9 9.0 9.0 9.0 Neither Disappointed nor Happy 17 17.0 17.0 26.0 Somewhat Happy 41 41.0 41.0 67.0 Strongly Disappointed 1 1.0 1.0 68.0 Very Happy 32 32.0 32.0 100.0 Total 100 100.0 100.0   You are satisfied with the online services of the hotel Frequency Percent Valid Percent Cumulative Percent Valid Disappointed 10 10.0 10.0 10.0 Neither Disappointed nor Happy 36 36.0 36.0 46.0 Somewhat Happy 35 35.0 35.0 81.0 Strongly Disappointed 6 6.0 6.0 87.0 Very Happy 13 13.0 13.0 100.0 Total 100 100.0 100.0   Appendix III: Cross Tabulation Cross Tabulation based on Gender Gender * You think that the service quality in this hotel is satisfactory Crosstabulation Count You think that the service quality in this hotel is satisfactory Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 9 21 19 1 0 50 Male 2 10 20 0 18 50 Total 11 31 39 1 18 100 Gender * You like the location of this hotel Crosstabulation Count You like the location of this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Gender Female 3 20 23 4 50 Male 3 10 22 15 50 Total 6 30 45 19 100 Gender * You are satisfied with hotels reservation and booking service Crosstabulation Count You are satisfied with hotels reservation and booking service Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 1 10 28 2 9 50 Male 2 12 31 0 5 50 Total 3 22 59 2 14 100 Gender * You are satisfied with the reception service of the hotel Crosstabulation Count You are satisfied with the reception service of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 3 11 30 1 5 50 Male 2 8 32 1 7 50 Total 5 19 62 2 12 100 Gender * You think that this hotels rooms are clean Crosstabulation Count You think that this hotels rooms are clean Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 6 14 23 1 6 50 Male 1 6 39 0 4 50 Total 7 20 62 1 10 100 Gender * You think that rooms provide a comfortable environment Crosstabulation Count You think that rooms provide a comfortable environment Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 14 19 7 9 1 50 Male 4 19 22 1 4 50 Total 18 38 29 10 5 100 Gender * You are satisfied with the accessibility of the services in this hotel Crosstabulation Count You are satisfied with the accessibility of the services in this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 4 20 20 0 6 50 Male 5 13 9 1 22 50 Total 9 33 29 1 28 100 Gender * You are satisfied with the support and help provided by the staff Crosstabulation Count You are satisfied with the support and help provided by the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Gender Female 1 19 24 6 50 Male 1 6 30 13 50 Total 2 25 54 19 100 Gender * You are satisfied with the responsivesness and knowledge of the staff Crosstabulation Count You are satisfied with the responsivesness and knowledge of the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 3 14 28 0 5 50 Male 2 15 24 1 8 50 Total 5 29 52 1 13 100 Gender * You are satisfied with quality of food and other consumables in the hotel Crosstabulation Count You are satisfied with quality of food and other consumables in the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 7 9 22 1 11 50 Male 2 8 19 0 21 50 Total 9 17 41 1 32 100 Gender * You are satisfied with the online services of the hotel Crosstabulation Count You are satisfied with the online services of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Gender Female 5 21 14 3 7 50 Male 5 15 21 3 6 50 Total 10 36 35 6 13 100 Cross Tabulation based on Age Age * You think that the service quality in this hotel is satisfactory Crosstabulation Count You think that the service quality in this hotel is satisfactory Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 0 3 8 0 5 16 Between 18-25 7 5 4 1 3 20 Between 41-60 2 10 8 0 4 24 Between25-40 1 5 10 0 4 20 Less than 18 1 8 9 0 2 20 Total 11 31 39 1 18 100 Age * You like the location of this hotel Crosstabulation Count You like the location of this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Age Above 60 5 9 1 1 16 Between 18-25 0 4 10 6 20 Between 41-60 0 8 10 6 24 Between25-40 1 6 11 2 20 Less than 18 0 3 13 4 20 Total 6 30 45 19 100 Age * You are satisfied with hotels reservation and booking service Crosstabulation Count You are satisfied with hotels reservation and booking service Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 1 1 8 2 4 16 Between 18-25 1 4 10 0 5 20 Between 41-60 1 6 16 0 1 24 Between25-40 0 3 14 0 3 20 Less than 18 0 8 11 0 1 20 Total 3 22 59 2 14 100 Age * You are satisfied with the reception service of the hotel Crosstabulation Count You are satisfied with the reception service of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 0 1 15 0 0 16 Between 18-25 2 3 13 2 0 20 Between 41-60 0 2 14 0 8 24 Between25-40 1 2 15 0 2 20 Less than 18 2 11 5 0 2 20 Total 5 19 62 2 12 100 Age * You think that this hotels rooms are clean Crosstabulation Count You think that this hotels rooms are clean Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 1 0 12 0 3 16 Between 18-25 0 2 16 0 2 20 Between 41-60 2 5 12 1 4 24 Between25-40 1 6 12 0 1 20 Less than 18 3 7 10 0 0 20 Total 7 20 62 1 10 100 Age * You think that rooms provide a comfortable environment Crosstabulation Count You think that rooms provide a comfortable environment Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 7 6 1 1 1 16 Between 18-25 2 7 7 4 0 20 Between 41-60 4 6 9 5 0 24 Between25-40 2 9 6 0 3 20 Less than 18 3 10 6 0 1 20 Total 18 38 29 10 5 100 Age * You are satisfied with the accessibility of the services in this hotel Crosstabulation Count You are satisfied with the accessibility of the services in this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 1 11 4 0 0 16 Between 18-25 2 7 5 0 6 20 Between 41-60 3 9 9 0 3 24 Between25-40 2 6 5 1 6 20 Less than 18 1 0 6 0 13 20 Total 9 33 29 1 28 100 Age * You are satisfied with the support and help provided by the staff Crosstabulation Count You are satisfied with the support and help provided by the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Age Above 60 1 2 9 4 16 Between 18-25 0 3 12 5 20 Between 41-60 0 11 10 3 24 Between25-40 1 4 11 4 20 Less than 18 0 5 12 3 20 Total 2 25 54 19 100 Age * You are satisfied with the responsivesness and knowledge of the staff Crosstabulation Count You are satisfied with the responsivesness and knowledge of the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 2 7 5 0 2 16 Between 18-25 0 4 14 0 2 20 Between 41-60 2 1 17 1 3 24 Between25-40 0 6 9 0 5 20 Less than 18 1 11 7 0 1 20 Total 5 29 52 1 13 100 Age * You are satisfied with quality of food and other consumables in the hotel Crosstabulation Count You are satisfied with quality of food and other consumables in the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 3 2 6 0 5 16 Between 18-25 2 5 7 0 6 20 Between 41-60 2 6 9 0 7 24 Between25-40 1 4 8 1 6 20 Less than 18 1 0 11 0 8 20 Total 9 17 41 1 32 100 Age * You are satisfied with the online services of the hotel Crosstabulation Count You are satisfied with the online services of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Age Above 60 0 6 6 0 4 16 Between 18-25 1 7 9 0 3 20 Between 41-60 5 7 5 3 4 24 Between25-40 1 7 8 3 1 20 Less than 18 3 9 7 0 1 20 Total 10 36 35 6 13 100 Cross Tabulation based on Marital Status Marital Status * You think that the service quality in this hotel is satisfactory Crosstabulation Count You think that the service quality in this hotel is satisfactory Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 3 0 0 3 6 Married 4 16 26 0 12 58 Single 7 12 13 1 3 36 Total 11 31 39 1 18 100 Marital Status * You like the location of this hotel Crosstabulation Count You like the location of this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Marital Status Divorced 0 2 4 0 6 Married 6 21 21 10 58 Single 0 7 20 9 36 Total 6 30 45 19 100 Marital Status * You are satisfied with hotels reservation and booking service Crosstabulation Count You are satisfied with hotels reservation and booking service Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 3 3 0 0 6 Married 2 9 36 2 9 58 Single 1 10 20 0 5 36 Total 3 22 59 2 14 100 Marital Status * You are satisfied with the reception service of the hotel Crosstabulation Count You are satisfied with the reception service of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 0 4 0 2 6 Married 2 5 42 1 8 58 Single 3 14 16 1 2 36 Total 5 19 62 2 12 100 Marital Status * You think that this hotels rooms are clean Crosstabulation Count You think that this hotels rooms are clean Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 1 2 3 0 0 6 Married 3 9 37 1 8 58 Single 3 9 22 0 2 36 Total 7 20 62 1 10 100 Marital Status * You think that rooms provide a comfortable environment Crosstabulation Count You think that rooms provide a comfortable environment Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 1 0 3 2 0 6 Married 12 22 16 4 4 58 Single 5 16 10 4 1 36 Total 18 38 29 10 5 100 Marital Status * You are satisfied with the accessibility of the services in this hotel Crosstabulation Count You are satisfied with the accessibility of the services in this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 1 4 0 1 6 Married 8 27 14 1 8 58 Single 1 5 11 0 19 36 Total 9 33 29 1 28 100 Marital Status * You are satisfied with the support and help provided by the staff Crosstabulation Count You are satisfied with the support and help provided by the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Marital Status Divorced 0 3 1 2 6 Married 2 14 31 11 58 Single 0 8 22 6 36 Total 2 25 54 19 100 Marital Status * You are satisfied with the responsivesness and knowledge of the staff Crosstabulation Count You are satisfied with the responsivesness and knowledge of the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 0 5 1 0 6 Married 4 16 28 0 10 58 Single 1 13 19 0 3 36 Total 5 29 52 1 13 100 Marital Status * You are satisfied with quality of food and other consumables in the hotel Crosstabulation Count You are satisfied with quality of food and other consumables in the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 0 1 3 0 2 6 Married 7 12 20 1 18 58 Single 2 4 18 0 12 36 Total 9 17 41 1 32 100 Marital Status * You are satisfied with the online services of the hotel Crosstabulation Count You are satisfied with the online services of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Marital Status Divorced 2 1 2 1 0 6 Married 5 20 19 5 9 58 Single 3 15 14 0 4 36 Total 10 36 35 6 13 100 Cross Tabulation based on Education Level Education level * You think that the service quality in this hotel is satisfactory Crosstabulation Count You think that the service quality in this hotel is satisfactory Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 6 4 4 1 1 16 Professional 2 13 8 0 7 30 Retired 0 3 12 0 5 20 School 1 8 9 0 2 20 University 2 3 6 0 3 14 Total 11 31 39 1 18 100 Education level * You like the location of this hotel Crosstabulation Count You like the location of this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Education level College 0 4 7 5 16 Professional 0 7 16 7 30 Retired 5 10 3 2 20 School 0 3 13 4 20 University 1 6 6 1 14 Total 6 30 45 19 100 Education level * You are satisfied with hotels reservation and booking service Crosstabulation Count You are satisfied with hotels reservation and booking service Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 1 2 9 0 4 16 Professional 1 7 20 0 2 30 Retired 1 2 11 2 4 20 School 0 8 11 0 1 20 University 0 3 8 0 3 14 Total 3 22 59 2 14 100 Education level * You are satisfied with the reception service of the hotel Crosstabulation Count You are satisfied with the reception service of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 1 3 11 1 0 16 Professional 1 3 17 0 9 30 Retired 0 1 19 0 0 20 School 2 11 5 0 2 20 University 1 1 10 1 1 14 Total 5 19 62 2 12 100 Education level * You think that this hotels rooms are clean Crosstabulation Count You think that this hotels rooms are clean Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 0 2 12 0 2 16 Professional 2 9 13 1 5 30 Retired 2 0 15 0 3 20 School 3 7 10 0 0 20 University 0 2 12 0 0 14 Total 7 20 62 1 10 100 Education level * You think that rooms provide a comfortable environment Crosstabulation Count You think that rooms provide a comfortable environment Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 2 6 4 4 0 16 Professional 4 10 12 3 1 30 Retired 7 8 1 3 1 20 School 3 10 6 0 1 20 University 2 4 6 0 2 14 Total 18 38 29 10 5 100 Education level * You are satisfied with the accessibility of the services in this hotel Crosstabulation Count You are satisfied with the accessibility of the services in this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 0 5 5 0 6 16 Professional 1 12 9 0 8 30 Retired 3 13 4 0 0 20 School 1 0 6 0 13 20 University 4 3 5 1 1 14 Total 9 33 29 1 28 100 Education level * You are satisfied with the support and help provided by the staff Crosstabulation Count You are satisfied with the support and help provided by the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Education level College 0 3 10 3 16 Professional 1 7 17 5 30 Retired 1 6 9 4 20 School 0 5 12 3 20 University 0 4 6 4 14 Total 2 25 54 19 100 Education level * You are satisfied with the responsivesness and knowledge of the staff Crosstabulation Count You are satisfied with the responsivesness and knowledge of the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 0 2 12 0 2 16 Professional 2 6 18 1 3 30 Retired 2 7 6 0 5 20 School 1 11 7 0 1 20 University 0 3 9 0 2 14 Total 5 29 52 1 13 100 Education level * You are satisfied with quality of food and other consumables in the hotel Crosstabulation Count You are satisfied with quality of food and other consumables in the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 1 4 7 0 4 16 Professional 1 6 11 1 11 30 Retired 5 4 6 0 5 20 School 1 0 11 0 8 20 University 1 3 6 0 4 14 Total 9 17 41 1 32 100 Education level * You are satisfied with the online services of the hotel Crosstabulation Count You are satisfied with the online services of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Education level College 0 6 7 0 3 16 Professional 3 9 10 3 5 30 Retired 2 7 6 1 4 20 School 3 9 7 0 1 20 University 2 5 5 2 0 14 Total 10 36 35 6 13 100 Cross Tabulation based on Job Status Job Status * You think that the service quality in this hotel is satisfactory Crosstabulation Count You think that the service quality in this hotel is satisfactory Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 1 9 10 0 2 22 On-Job 10 19 17 1 11 58 Retired 0 3 12 0 5 20 Total 11 31 39 1 18 100 Job Status * You like the location of this hotel Crosstabulation Count You like the location of this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Job Status Jobless 0 4 14 4 22 On-Job 1 16 28 13 58 Retired 5 10 3 2 20 Total 6 30 45 19 100 Job Status * You are satisfied with hotels reservation and booking service Crosstabulation Count You are satisfied with hotels reservation and booking service Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 0 9 12 0 1 22 On-Job 2 11 36 0 9 58 Retired 1 2 11 2 4 20 Total 3 22 59 2 14 100 Job Status * You are satisfied with the reception service of the hotel Crosstabulation Count You are satisfied with the reception service of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 2 12 6 0 2 22 On-Job 3 6 37 2 10 58 Retired 0 1 19 0 0 20 Total 5 19 62 2 12 100 Job Status * You think that this hotels rooms are clean Crosstabulation Count You think that this hotels rooms are clean Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 3 8 11 0 0 22 On-Job 2 12 36 1 7 58 Retired 2 0 15 0 3 20 Total 7 20 62 1 10 100 Job Status * You think that rooms provide a comfortable environment Crosstabulation Count You think that rooms provide a comfortable environment Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 3 11 6 0 2 22 On-Job 8 19 22 7 2 58 Retired 7 8 1 3 1 20 Total 18 38 29 10 5 100 Job Status * You are satisfied with the accessibility of the services in this hotel Crosstabulation Count You are satisfied with the accessibility of the services in this hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 2 0 7 0 13 22 On-Job 4 20 18 1 15 58 Retired 3 13 4 0 0 20 Total 9 33 29 1 28 100 Job Status * You are satisfied with the support and help provided by the staff Crosstabulation Count You are satisfied with the support and help provided by the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Very Happy Job Status Jobless 0 6 12 4 22 On-Job 1 13 33 11 58 Retired 1 6 9 4 20 Total 2 25 54 19 100 Job Status * You are satisfied with the responsivesness and knowledge of the staff Crosstabulation Count You are satisfied with the responsivesness and knowledge of the staff Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 1 11 8 0 2 22 On-Job 2 11 38 1 6 58 Retired 2 7 6 0 5 20 Total 5 29 52 1 13 100 Job Status * You are satisfied with quality of food and other consumables in the hotel Crosstabulation Count You are satisfied with quality of food and other consumables in the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 1 0 12 0 9 22 On-Job 3 13 23 1 18 58 Retired 5 4 6 0 5 20 Total 9 17 41 1 32 100 Job Status * You are satisfied with the online services of the hotel Crosstabulation Count You are satisfied with the online services of the hotel Total Disappointed Neither Disappointed nor Happy Somewhat Happy Strongly Disappointed Very Happy Job Status Jobless 3 10 8 0 1 22 On-Job 5 19 21 5 8 58 Retired 2 7 6 1 4 20 Total 10 36 35 6 13 100 Read More