The hotel industry is competitive industry in the 21st century as it enhances customer loyalty which is one of the main aspects to get competiveness in the industry. Kata Poolside Resort in Phuket is one of the key players within the hotel industry in Thailand. In the moment, the consumers are fulfilled with the products or brands; it is probable to happen to be loyal to the consumers. Bernard (2017) discovered that the concept of delivering quality services ensures customer satisfaction to achieve customer loyalty. The hotel business requires keeping the customers and clients happy so as to grow as well as prosper their business. Leedy and Ormrod (2013) discussed that improvement of customer’s requirement is primary drivers for the customer satisfaction.
The main reason behind selecting this research topic is measuring whether the current situation of the customer services is satisfactory to the Kata Poolside Resort. This research topic is selected as the hotel industry believes that the firm can improve profit by satisfying the customers. The study shows that customer fulfillment is not adequate as there is no such declaration that the satisfied consumers can come back to the same hotel.
Marczyk, DeMatteo and Festinger (2017) indicated that the employees are playing a key role to make sure that the customer’s requirements are to be met. Sometimes, there is change in customer satisfaction and therefore the hotels are setting priorities as per what is important to the customers. This study will make sure that the hotel management can streamline performance of the workers while helping to the consumers. The managers can take response from the clients for assessing ability of the human resources. McCusker and Gunaydin (2015) proposed to measure current satisfaction level of customer and better appreciate the customer’s requirements from point of view of customer to improve the service level. It analyzes reason as well as factors which influence point of customer fulfillment will furthermore assess to research the problems with service of chosen company.Relevance of the research
In this paper, there is review of customer satisfaction in the hotel industry with a real case of Kata Poolside Resort. One of the issues for the manager within the hotel industry is to offer as well as maintain the customer satisfaction. The relevance of this study is to examine the impacts of the customer satisfaction in the hotel industry. The study will ease the service providers to identify significance of the customer care to the consumers for knowing customer satisfaction’s role within the organizational growth.
The aim of this research is to identify importance of the customer satisfaction during the business process of Kata Poolside Resort. It develops the factors which can provide an influence on the customer satisfaction. The factors are verified to enhance performance of the hotel industry so that quality services are delivered to the customers.
Research objectives
The objectives of this study are:
Research questions
In this study, the selected hotel has kept over product improvement and services which keep them competitive in the Thailand market. The customer satisfaction is main component that can facilitate the hotel to continue its brand in the market. Through use of customer satisfaction, the hotel can attracted new customers by taking suggestions from the faithful customers and popularity of Kata Poolside Resort. This paper is explored various aspects of the customer satisfaction while answering selected research questions as follows:
Hypothesis 1:
H0: Service quality is significantly related to the customer satisfaction in hotel industry.
H1: Service quality is not significantly related to the customer satisfaction in hotel industry.
The customer satisfaction is a key aspect for the trade mainly focused on the hotel industry. The business should strive to the good relations with the customers to develop customer loyalty as well as increase in profitability. The managers are facing problems when they tried to satisfy the customers and end experience is higher customer dissatisfaction. This problem is solved by learning customer’s requirements and knowledge to enlarge customer satisfaction. Kata Poolside Resort faces problem for customer retention because of intense competition in the market. There is gap in the customer care, and then the service providers are not care about the customers and their income sources.
The present study is demonstrated the importance of the customer satisfaction of Kata Poolside Resort in Phuket, Thailand. It is concluded that the customer satisfaction plays an key function in business as it helps to make profit in the business productivity. There is importance of customer satisfaction as it provides marketers as well as owners with metric that they can direct as well as progress the business. The increasing power of customers means that the organization can seek to gain high profit margins. Therefore, the customer satisfaction has direct relationship with the profitability of business.
According to Neuman (2013), the customer satisfaction becomes a key significant aspect in the hotel industry and the hotel grows because of client retention. Noble and Smith (2015) argued that through customer satisfaction, the hotel can keep new customers. The faithfulness of customer is based on quality of the services that they are getting from the hotel services. When the customer is not satisfied by the resort services, then it will look for the better services in other hotel. The aim of this chapter is to evaluate the literature related to impact of the customer’s satisfaction in Kata Poolside Resort. In order to remain competitive based on customer’s satisfaction; it can track levels of the satisfaction from the customer’s side.
This study explains the issues related to selected research topic. It includes the literature as well as existing gaps on the selected research topic. The study analyzes definition of terms and theories related to customer satisfaction related to the research. This study also determines the approaches used by the hotels to develop the consumer satisfaction.
Salaberry and Comajoan (2013) analyzed that both customer satisfaction level and service quality are important aspect for the selected hotel industry, Kata Poolside Resort. The customer satisfaction is important as it is a way to get feedback from customers that they can use to manage the business. It is considered as best indicator of how the business should look like in future. Through the survey, the management can implement continuous improvement of services and products based on customer’s requirements as expressed in the comments (Silverman 2016). The strategies which used by the resort to enhance the customer satisfaction is benchmarking which facilitates the hotel to bend from the hotel industry players. Taylor, Bogdan and DeVault (2015) discussed that in the hotel, when the customer services are provided to them, they are expected for perfection and quality in services. There are varieties of hotels that are similar in the market which are provided same customer services as Kata Poolside Resort. The customers have varieties of tastes and choice, therefore the customer satisfaction is differed from one person to other. In order to gain a competitive advantage, the hotel provides better quality services to the customers as compared to their competitors.
Uprichard (2013) stated that a technique to assess the customer satisfaction should go throughout the international market to meet their requirements internationally. Quality customer services are linked to client’s retention, therefore all the hotel employees should focus to enhance customer loyalty. Walter and Andersen (2013) argued that role of customer satisfaction is making relationship between perceived service quality as well as customer loyalty. Service quality is measured as a determinant for the consumer satisfaction.
Liat, Mansori and Huei (2014) stated that customer satisfaction is a key significant constituent in the service delivery industry due to understanding as well as satisfying the customer’s requirements and needs increased market share from repeated purchases. Pan (2015) argued that customer loyalty is a performance in addition to customer satisfaction is approach. Following are the factors which guide to higher customer satisfaction such as:
Customer Experience: Assaf et al. (2015) argued that the primary component into the operational framework of the service providers is customer experience concerning how they are treating by the service providers. They have straight control on level of satisfaction with resort services availed by them.
Service Quality: Radojevic, Stanisic and Stanic (2017) argued that it is consequence of evaluation that the client formulates hope about the services and awareness of way the services are performed. There is no such model for the quality dimension base on the service quality. The management has major role to create techniques which can enhance the customer satisfaction. They have ability to get larger amount of the customer loyalty by involvement of the customers to develop a blueprint of what the customers are required.
Communication Channel: Rahimi and Kozak (2017) found that presence of effective communication channel of the company influences on the satisfaction level of the customers. The service company is communicating with their consumers in individual level can include presence patterns of the customers in the production processes. It can help to increase customer satisfaction level with provided services.
Service Consistency: According to Leong et al. (2015), when the service provider provides one time quality services to the customers, then it cannot help to build long term customer satisfaction as well as retention. The company is required to maintain consistency in the service quality that provides positive control on the stage of the customer satisfaction.
Among the four factors, service quality as well as customer satisfaction are two core concepts of marketing theories and practices. It is a key to sustainable competitive advantage les to deliver a high quality of service to assemble with satisfaction level of the customers. Excellent customer service as well as customer satisfaction starts to understand customer expectations.Customer satisfaction affects profitability
Radojevic, Stanisic and Stanic (2015) discussed that customer satisfaction as well as service quality becomes a most important area of consideration for the academic researchers. Both of these concepts provide a strong impact on the trade performance as well as customer behavior. This empirical study provides a positive relationship between the customer satisfaction as well as customer loyalty. Ali and Amin (2014) argued that there is one key strategy for the customer focused service organization is to determine as well as determine the service quality, in addition to customer satisfaction. This study showed that the customer satisfaction provides direct as well as indirect impact on the business outcomes. Buhalis and Mamalakis (2015) concluded that the customer satisfaction influences the business profitability. Both the customer satisfaction as well as service quality is taken as extensive subjects of research in addition to studies are connected to the customer satisfaction which is carried out in area of the service settings. It is based on basis that the profit is being completed throughout the process of satisfaction for customer’s demands. Ali et al. (2016) showed that the customer relationship management carries profits to the organization which can produce lot of information about the consumers. Customer Relationship Management (CRM) is used in the hotel industry to improve customer interactions with both prospective and current customer. It is a strategy helps the company increase its business productivity plus improves customer satisfaction. This term was coined by Dr. Jagdish Sheth (Jung and Yoon 2015). Domínguez-Falcón et al. (2016) concluded that the customer satisfaction is key indicator of marketplace which evaluates success of the selected hotel industry. It is varied due to customer expectation of customer dependent on options they have such as national as well as international marketplace.
Assaf et al. (2015) discussed that it is required to assess level of the customer satisfaction in the business organizations. Service quality is a compound and subjective idea. It is comparison of the customers make among expectations as well as perceptions of received services. In order to calculate the level of customer satisfaction, SERVQUAL model or service quality model was implemented by Valarie Zeithaml, A. Parasuraman and Leonard Berry in the year 1988. It is a examination instrument designed to capture opportunities of customer furthermore their service perceptions along the five dimensions which are supposed to stand for the service quality. Radojevic, Stanisic and Stanic (2017) developed that SERVQUAL model is focused on process of delivering the service to the customers. There is higher degree of inter-correlation among the five dimensions which are mentioned below. This particular model can enable to assess service quality from perspective of the customers. This model has framework to analyze level of quality services provided by the organization. There are five dimensions based on which the consumers can distinguish service quality of the service providers which can conclude level of customer satisfaction. The five dimensions are as follows such as:
Reliability: Hapsari, Clemes and Dean (2017) suggested that reliability shows capability to offer the services properly, on time as well as realistically. It is required of consistency in implementation of the customer services and assures to the consumers.
Responsiveness: This criteria measures capability to resolve the problem faster, contract with the complaints of customers and will to assist with the customer’s needs. Responsiveness is a feedback about the customer’s requirements (Jung and Yoon 2015).
Assurance: This element is created credibility as well as trust for the customers that are considered throughout professional services, technical knowledge as well as better communicational skills such that the customers can believe in quality of the organization’s services.
Empathy: It is referred to one of the human aspects of the service provision which is referred to level of the personnel care that the service provider is showing to the customers (Cantallops and Salvi 2014).
Tangibility: The perceived service quality of the supplier is dependent on quality of the physical as well as tangible attributes of objects and subjects those are division of the service provision framework.
SERVQUAL model is applied in variety of the service industries included in the hotel industry. Rahimi and Gunlu (2016) noted that service quality as well as customer satisfaction are different ideas in the resort. The service quality is predecessor of the customer satisfaction. Bouranta, Psomas and Pantouvakis (2017) suggested that service quality is cognitive assessment that can straight to satisfaction. Therefore, the customer satisfaction is result of the service quality. The managers in the hotel industry are below growing pressure to show that the services are mainly consumer focused. Ali and Raza (2017) concluded that it is a model of quality services as well as frequent application in the marketing research such as economy.
From the literature study discussion, it is seen that considerable literary and scholarly articles are reviewed regards to the aspects of the customer satisfaction. The literature study discusses related to marketing mix methods that are implemented by the service sector companies. The evidences are seen with regards to significance as well as implications of the hotel industry in Thailand. The literature gap is the missing concepts in the literature review and it is the area which is not yet explored. The identified gaps are that there is no mention of factors which provide an impact on customer satisfaction in addition to service quality.
It is concluded that customer satisfaction is a key significant requirement as it is a way to get comment from the consumers that they can utilize to handle as well as advance the business. It helps to make right decisions to use of proper resources while development of the products. It continues relations with accessible customers furthermore produce opportunity to obtain others. It is crucial for Kata Poolside Resort to design marketing strategies in a way to draw larger number of consumers and maintain the customers so that there is an increase in profitability in addition to longer term sustainability. It is summarized that SERVQUAL model measures the customer satisfaction and theories are presented in this study.
For successful implementation of the project, it is essential to properly recognize the tools and techniques that are exercised for the research. The principle of the research methodology chapter is to identify a correct pathway for conducting the research (Walter and Andersen 2013). Apart from the tools and techniques, the theories and the concepts that are used in performing the research are discussed as well. A detailed understanding of the theories and the techniques that helped in conducting the research study is essential as it will help the research in conducting the research study in a legitimate way (Noble and Smith 2015). Apart from that, it is necessary for a researcher to follow a planned approach and for that correct identification of the research process is essential. The different research techniques and the research processes that helped in implementation of the research are argued in the following sections.
The tools and techniques used and the different methodical tools that the researcher used in implementation of this research study will be discussed in this section (Leedy and Ormrod 2013). The research design that is used in this research project is descriptive research. A primary research methodology will be followed for this research project along with the analysis of the secondary resources in form of literature review. The table below gives a summary of the selected methodical tools for the research.
|
Methodical Tools |
Selected Tools |
|
Research Philosophy It helps to determine a way for gaining details of selected research topic. It explains assumption processes undertaken by researcher while conducting the research study. |
Positivism This selected tool helps to get better analysis of hidden facts plus information related to importance of customer satisfaction in hotel industry. |
|
Research Approach The research approach is required in research study so that the research format required to conduct the study will reveal. |
Deductive In this study, the topic will try to analyze the concepts related to customer satisfaction with help of theoretical knowledge. |
|
Research Design This study helps to explain framework of research topic will help in selection of gathering and analysis pattern. |
Descriptive This method will define details of research process involved in application of customer satisfaction influencing the buying decisions of the customers. |
|
Data Collection It is helpful compilation of information as well as facts required to learn the research topic in detailed. It helps to get proper results to research process. |
Collection of Primary Data It is helpful to collect raw data which are directly catered based on research topic requirements. Primary data collection method requires clarification of both reliability, and validity. |
|
Data Analysis It is a process to transform and model data with a goal to discover useful information related to research topic. |
Quantitative Data Analysis using SPSS It provides statistical data which is helpful to record data of larger sample sizes. |
Table 3.1: Representing the Selected Tools
The research philosophy of a research study refers to or outlines the process by which a data is gathered. Therefore, identification of an appropriate research methodology is essential to direct the research towards the planned approach. The research philosophies that can be considered for this research study include positivism research philosophy, interpretivism research philosophy and realism research philosophy (Marczyk, DeMatteo and Festinger 2017). Three identified research philosophy originates from the area of epistemology that describes the acceptable knowledge associated with a particular area of the study.
The positivism research philosophy mainly relate to the quantitative research methodology. The quantitative research methodology is a process of collection of scientific data. Therefore, the positivism philosophy is mainly based on an observable social entity (Salaberry and Comajoan 2013). The collection of scientific or mathematical data is mainly related to the development of hypothesis in a research. Therefore, a researcher who follows a positivism research philosophy will follow a structured of project implementation and will design the research in accordance to the research objectives and the hypothesis identified for the research.
Another branch of epistemology is realism. The realism philosophy is also based on scientific research and it deals with the identification of truth of existence of a particular object (Mitchell and Jolley 2013). Thus the realism research philosophy relies on the thought of sovereignty of certainty from that of human mind. Therefore, this approach of research project is completely based on choosing a systematic research approach (Silverman 2016). Realism research philosophy can further be subdivided into direct realism and critical realism. However, this research project will not consider the use of realism research philosophy.
Interpretivism research philosophy on the other hand is based on subjective interpretation and intervention of reality that can be fully understood. Interpretivism is an approach to shared science that resists the positivism of natural science. The interpretivism research philosophy is based on qualitative research and therefore this research philosophy is not used in this research study.
Researcher has chosen a positivism research philosophy for the research study. The justification for choosing this research philosophy is that use of positivism research philosophy will require data analysis in a statistical manner. One of the advantages of making use of this philosophy is that researcher can no way manipulate the data and therefore the chances of getting an appropriate result are higher.
Justification for choosing Positivism Research Philosophy
The positivism research philosophy is chosen for this particular investigation since the project will be following quantitative data analysis method (Neuman 2013). The choice of positivism research philosophy is justified since the researcher aims in uncovering customer satisfaction in hotel industry. The researcher has not chosen the realism or interpretivism research philosophy as the research does not intend to uncover any new set of data and will be evaluating the existing concepts and ideas Therefore, it can be said that the choice of positivism research philosophy is appropriate as it will limit researcher’s role to manipulate and evaluate data which can lead to reduce data errors.
Choice of a suitable research approach is essential to express the research in a particular direction. Therefore, research approach can be described as a plan in addition to practice that consist of the positive broad hypotheses along with the comprehensive understanding of data collection, analysis along with interpretation methods that will be used in this research project. The research approaches that are mainly used in academic researches include deductive research approach, inductive research approach and deductive research approach. There is a significant difference between deductive research approach and inductive research (Leedy and Ormrod 2013). The deductive research aims in testing of the set hypothesis of a research while that of the inductive research technique make use of only research questions to slight down the range of a research study. Therefore, the inductive research approach is mainly based or focused on exploration of new phenomenon which is not the case for deductive approach (Taylor, Bogdan and DeVault 2015). The use of inductive approach relates to the qualitative research technique. In inductive research a researcher collects that data that us relevant to the topic of interest. Followed by this, the researcher looks for patterns and develops a theory for further analysis of the data. The deductive research approach on the other hand makes use of social theory plus test the implication of the research hypothesis with the collected data. Deductive research approach therefore is based on scientific investigation, the results of which indicate whether the identified hypotheses are supported or not. For this research project, deductive research approach is chosen. The abductive research on the other hand relates to a logical inference that mainly starts with an observation.
Justification of Choosing Deductive Approach
Deductive approach is chosen for this research study as it is found to be appropriate against the topic and the subject of the research. The topic is not complex and therefore abductive approach is not considered for this research project. Since this research project will be based on identification and analysis of research hypothesis, inductive research approach cannot be considered for this research. Therefore, the choice of deductive research approach is justified. The research will be making use of primary data to understand the extent of customer satisfaction is Hotel Industry on basis of case study of Kata Poolside Resort.
The research design in a research study identifies a set of methods and processes that are used for measurement of variables in a research. Research design ensures that the variables of a project are synchronized in a proper manner (Bernard 2017). Proper synchronization of the different components of the research is essential in order to make sure appropriate data collection in addition to analysis. The research designs that are used in academic research include descriptive research design, explanatory research design and explorative research design. The research design that is chosen for this research study is descriptive research design.
Justifications for choosing Descriptive research design
Descriptive research design is selected for this research project as it aims in analyzing customers’ satisfaction in hotel industry. A planned approach of project implementation is possible with descriptive research design. Since the research project is based on collection and quantitative an analysis of collected data, descriptive research design will be appropriate (Uprichard 2013). The use of descriptive research design is appropriate since it acts as an informative tool. The use of this tool helped the researcher in evaluating the level of expectation and perception of quality service of the hotel guest in Kata.
The literature review chapter of the research project analyses the secondary data sources. The data collection methodology used in a research study can be sorted into two parts, the primary data collection and secondary data collection (McCusker and Gunaydin 2015). The primary data collection methodology contracts with collection of data from interview, survey an observation. While the secondary data is gathered from the data sources such as books, journals in addition to annual reports of companies.
Primary data is collected through online surveys. The collected data has undergone quantitative analysis of collected data making use of SPSS tool. The total sample size of collecting the data is 50 and target population is tourists those are staying in the resort.
The ethical consideration associated with this research are-
The data analysis which is executed for this research study is quantitative analysis which is being accomplished by SPSS tool. The quantitative data are analyzed with use of descriptive statistical method.
This data analysis technique helps to target and turn the raw data into meaningful data by use of the SPSS tool. The quantitative data analysis is included of calculation of the frequencies of the questions and differences among the variables.
Section 1: Tourists demographics profile
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Male |
25 |
50.0 |
50.0 |
50.0 |
|
Female |
25 |
50.0 |
50.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed that the tourists those are concerned in the survey are 50% male and 50% of them are female. There are total of total of 50 people were interviewed and among them 25 people are male and 25 are female. Therefore, both male and female are interested into conducting the survey analysis.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
18-29 years |
16 |
32.0 |
32.0 |
32.0 |
|
30-39 years |
26 |
52.0 |
52.0 |
84.0 |
|
|
40-49 years |
5 |
10.0 |
10.0 |
94.0 |
|
|
More than 50 years |
3 |
6.0 |
6.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed most of the respondents (52%) those are interested into the survey are age between 30-39 years. 32% of them are age between 18-29 years, 10% of them are 40-49 years and 6% are more than 50 years. Therefore, the respondents those are interested in the survey are middle aged.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
1 time |
9 |
18.0 |
18.0 |
18.0 |
|
2 times |
22 |
44.0 |
44.0 |
62.0 |
|
|
3 times |
6 |
12.0 |
12.0 |
74.0 |
|
|
More than 3 times |
13 |
26.0 |
26.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed most of the tourists those are taken their responses are visited their responses 2 times with 44% of the total respondents. 26% of them are more than 3 times, 18% of them are 1 time and 12% of them are 2 times. The customers those are coming to stay in the hotel are loyal customers. The reasons behind visiting the hotel are higher level of customer satisfaction by providing them quality hotel services.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Business |
22 |
44.0 |
44.0 |
44.0 |
|
Leisure |
28 |
56.0 |
56.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed 56% of the respondents purpose of trip to the resort is leisure and 44% of them are for the business purposes. Behind the busy time of their lifestyle, people are desired to visit the hotel for their leisure purposes by relaxing and enjoying the hotel environment. There is also excellent food as well as hotel services which will provide a high level of satisfaction to the customers.
Section 2: Analysis the Customer Satisfaction in Hotel Industry
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
11 |
22.0 |
22.0 |
22.0 |
|
Agree |
22 |
44.0 |
44.0 |
66.0 |
|
|
Neutral |
13 |
26.0 |
26.0 |
92.0 |
|
|
Disagree |
3 |
6.0 |
6.0 |
98.0 |
|
|
Strongly disagree |
1 |
2.0 |
2.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed that 44% of the respondents agreed that the employees have readiness to assist the customers and offer prompt services. The customers are care most about the service quality. A high quality service is provided to the customers to make improvement over customer satisfaction, stronger customer loyalty, and reduce the marketing costs. It is responsibility of the hotel employees to provide high level of hotel services to their customers. In the service business, employees are important to increase business productivity and achieve high level of business output. The employees can provide better customer service will help to retain the customers. The employees and customers create relationships to keep the customers on track.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
10 |
20.0 |
20.0 |
20.0 |
|
Agree |
25 |
50.0 |
50.0 |
70.0 |
|
|
Neutral |
9 |
18.0 |
18.0 |
88.0 |
|
|
Disagree |
4 |
8.0 |
8.0 |
96.0 |
|
|
Strongly disagree |
2 |
4.0 |
4.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Table 4.6: Employees provide promised service to the tourists
From the above figure, it is analyzed that 50% of the respondents are agreed that the employees provide promised service to the tourists. The satisfaction level of the customers is higher priority of the organization. Marketing into the hospitality industry is required an understanding of differences among marketing goods as well as marketing of business services. For the hoteliers, feedback is beyond importance. The purpose of hotel is to provide comfortable experience for the guests, which will bring revenue. When as per the hotel guest’s feedback, the service is not comfortable, and then the revenue will reduce. Hotel feedback is a link between experience and resulted revenue.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
7 |
14.0 |
14.0 |
14.0 |
|
Agree |
25 |
50.0 |
50.0 |
64.0 |
|
|
Neutral |
10 |
20.0 |
20.0 |
84.0 |
|
|
Disagree |
4 |
8.0 |
8.0 |
92.0 |
|
|
Strongly disagree |
4 |
8.0 |
8.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Table 4.7: Employees have individually attended to the customers
From the above figure, it is analyzed that 50% of the respondents are agreed that the employees have individually attended to the customers. The employees are ensured that they are providing right level of the customer services as well as engagement of the customers to the hotel business services.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
5 |
10.0 |
10.0 |
10.0 |
|
Agree |
23 |
46.0 |
46.0 |
56.0 |
|
|
Neutral |
13 |
26.0 |
26.0 |
82.0 |
|
|
Disagree |
3 |
6.0 |
6.0 |
88.0 |
|
|
Strongly disagree |
6 |
12.0 |
12.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Resort provide proper physical facilities, equipments, personnel and communication materials to the customers
From the above figure, it is analyzed that 46% of the respondents are agreed that the resort provides proper physical facilities, equipments, personnel as well as communication materials to the clients. The customer service provides the employees with foundation for effective customer services. It is explored to reasons for good customer services in the hotel industry. Those business requirements are main activities which are done to gain a higher customer interests. It is ensured to provide good service delivery as well as customer satisfaction to the tourists those is visited the resort.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
8 |
16.0 |
16.0 |
16.0 |
|
Agree |
22 |
44.0 |
44.0 |
60.0 |
|
|
Neutral |
13 |
26.0 |
26.0 |
86.0 |
|
|
Disagree |
2 |
4.0 |
4.0 |
90.0 |
|
|
Strongly disagree |
5 |
10.0 |
10.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Kata Poolside Resort and its location should be in reach of you needs
From the above figure, it is analyzed that 44% of the respondents are agreed that Kata Poolside Resort and its location should be in reach of customer’s needs. The location of this resort is just 2 minutes away from golden sands of Kata Beach, Kata Poolside resort is also offering private balcony to the tourists. It is a best tourist’s location for the customers so that more customers are attached towards their destination and sea side location.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
9 |
18.0 |
18.0 |
18.0 |
|
Agree |
22 |
44.0 |
44.0 |
62.0 |
|
|
Neutral |
7 |
14.0 |
14.0 |
76.0 |
|
|
Disagree |
4 |
8.0 |
8.0 |
84.0 |
|
|
Strongly disagree |
8 |
16.0 |
16.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Kata Poolside Resort is at par with your expectation overall
From the above figure, it is analyzed that 44% of the respondents are agreed that Kata Poolside Resort is at par with the customer expectation overall.The resort meets with the expectations as well as experiences that the customers have over the products as well as services.The resort’s first priority is needs as well as wants of their tourists within the economic market.The customer expectations are regarding quality of the hotel services, level of customer satisfaction that hotel can meet andthe customer’s expectation is identical to the perception of the customer. The best method to delight the customer is exceeding their own expectations so that the resort can gain higher level of customer services, profitability as well as productivity within the business organization.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
5 |
10.0 |
10.0 |
10.0 |
|
Agree |
28 |
56.0 |
56.0 |
66.0 |
|
|
Neutral |
8 |
16.0 |
16.0 |
82.0 |
|
|
Disagree |
3 |
6.0 |
6.0 |
88.0 |
|
|
Strongly disagree |
6 |
12.0 |
12.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
Recommend Kata Poolside Resort and its services to your friends and colleagues
From the above figure, it is analyzed that 56% of the respondents are agreed that they would recommend Kata Poolside Resort and its services to their friends and colleagues. The respondents are tourists and most of them are recommended their services as they can able to meet with their customer’s expectations and provide higher level of business services to them. The quality of their hotel service is also meeting with the customer’s requirements; therefore most of them are satisfied with their services.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
6 |
12.0 |
12.0 |
12.0 |
|
Agree |
24 |
48.0 |
48.0 |
60.0 |
|
|
Neutral |
14 |
28.0 |
28.0 |
88.0 |
|
|
Disagree |
2 |
4.0 |
4.0 |
92.0 |
|
|
Strongly disagree |
4 |
8.0 |
8.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed that 48% of the respondents are agreed that business services of Kata Poolside Resort forming long term relationship with the consumers. In order to achieve long term relations with the customers, CRM is implemented in the hotel industry. It can facilitate long term growth of the hotel by forming stronger ties with the customers. The customer centric approach is also important in the industry as it can retain the customers and build long term partnership with them. The goal of long term relationship with the customers is improvement of the customer service relations as well as assists in higher level of customer retention.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
5 |
10.0 |
10.0 |
10.0 |
|
Agree |
21 |
42.0 |
42.0 |
52.0 |
|
|
Neutral |
12 |
24.0 |
24.0 |
76.0 |
|
|
Disagree |
5 |
10.0 |
10.0 |
86.0 |
|
|
Strongly disagree |
7 |
14.0 |
14.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed that 42% of the respondents are agreed that customer relationship management (CRM) improves efficiency of marketing in the hotel.It leads to greater marketing productivity by making improvement in the business operations of the resort. In selected organization, operational CRM is required which can increase efficiency of their hotel businesses. CRM is a strategy that can help to build of long term relations with the customers and increase profit throughout the management system and customer focused strategies.
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Strongly agree |
10 |
20.0 |
20.0 |
20.0 |
|
Agree |
26 |
52.0 |
52.0 |
72.0 |
|
|
Neutral |
5 |
10.0 |
10.0 |
82.0 |
|
|
Disagree |
7 |
14.0 |
14.0 |
96.0 |
|
|
Strongly disagree |
2 |
4.0 |
4.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
From the above figure, it is analyzed that 52% of the respondents are agreed that customer commitment and trust enhances the business relations in hotel. The employees of the hotel can build a higher level of customer trust commitment as well as hotel performance. It helps to enhance quality of relationship among the customers. It builds to create a customer loyalty so that it enhances corporate customer’s confidence.
From the entire data analysis chapter, it is discussed that Kata Poolside Resort is provided a better quality of services to their customers by meeting the customer’s requirements. Better quality is provided as most of the tourists are agreed that the employees have enthusiasm to facilitate the customers furthermore offer prompt services, promised services to tourists, individually attended to the customers and resort provide proper physical facilities, equipments, personnel and message materials to the customers. Characteristics of the customer satisfaction are based on what the customer requires compared to what they are getting from the hotel. Providing more hotel options to the customers is best way to meet with customer’s needs. In the hotel industry, the quality of their services are playing most important role to gain customer satisfaction. Apart from this, the loyalty of the customers plays a key role related to achieve higher level of customer satisfaction.
In this chapter, the researcher discusses the past and current business services of Kata Poolside Resort so that the reader can determine the change in customer satisfaction level. In the past, the customer service is awful as the employees are not able to meet with changing requirements of customers. There is very bad management as when the tourists are called for reception, they are not providing help and the manager is unfriendly. As per the recent feedback from the tourists, the hotel is nice and close to the beach. The pool of hotel is big enough and the staffs are also helpful and friendly. The researcher also discussed that quality services as well as products are basic to the customers concerned on the fulfillment. The customer satisfaction within the hotel is cooperative along with it can release for further research by means of creation payment to wider variety of the variables. The hotel is required to increase its competitive edge and it is focused on features of the customer satisfaction. Quality of the hotel services are major element which makes the customer more satisfied. It helps to bring the customer retention.
In the past, the check-in in the hotel is inflexible as the tourists have to wait for two hours until 2 pm to check in into the hotel rooms. The tourists those had covered long distances were tried after covering 24 hours travel. However, they loved the location as it is close to beach and pool is beautiful. Expansion of the rivalry in the organization satisfies the customers included with providing solid customer services. The management of Kata Poolside Resort concentrates on the trade elements other than the features of the hotel industry. The hotel is have to understand the consumer’s needs and provide business services productivity to provide of better customer services. Providing of services to the customers is a main thing when it comes to the customer satisfaction. It is clear from the analysis that customer’s requirements are based on both tangible as well as non-tangible features of the service provided to the customers. The tangible aspects of services are related to quality of service, rooms, beds and other hotel elements. Apart from this, the non-tangible aspects are being influenced by hospitability of the customer’s services.
Conclusion
It is concluded that customer services are provision of the services to the customers during as well as after the purchase. The customer services are essential part of the customer value proposition. Most of the tourists are agreed that the employees are providing them prompt and promised services. The location of Kata Poolside Resort is near the beach; therefore it is the main cause of customer attraction. The hotel is quite, no noisy and pleasant, also the distance of Kata beach is very short. Based on the customer relationship, the business service of Kata Poolside Resort is forming long term relationship with the customers which can improve efficiency of marketing in the hotel. It is also analyzed from the participant’s responses that the customer commitment and trust enhances the business relations in hotel.
Based on the data as well as its results obtained from the results chapter along with literature review, the researcher is tried to present respond to the research objectives which are developed in the first chapter. Based on the selected objectives from the first chapter, the researcher has linked the data interpretation with the concluding study based on selected research topic:
Linking with Objective 1: To study the level of expectation and perception of quality of service of hotel guest in Kata Poolside Resort Phuket, Thailand
In the literature review chapter, the researcher has gathered information from various secondary data sources included of peer reviewed journal articles. Kata Poolside Resort is encountered difficulties economic times because of increasing customer demands along with strong industry development competition. The main concern of the industry is to service the customer’s requirements as well as desires, where most of them are addressed throughout the personal hotel services. Improvement of the quality becomes vital element in strategy to make destinations more competitive. The customer satisfaction is a key root within the quality revolution.
Linking with Objective 2: To evaluate the satisfaction of the quality of service of hotel guest in Kata Poolside Resort Phuket, Thailand
The customers predict the value and quality of the services before they are getting in the hotel. There is variation in the customer services. Considering the case of the hotel industry, the administration is offering constrain throughout the quality services. The hotel’s management should ensure that the needs of customer satisfaction is rendered and desired have been meet to increase competition in the market.
This research study is aimed to recover the service quality as well as achieve of the customer fulfillment with a purpose to get higher customer satisfaction level and stronger relationship with the customers. Following are the recommendations which are suggested to make improvement in the hotel service of Kata Poolside Resort:
Advertise the hotel services: Kata Poolside Resort Phuket, Thailand ought to advertise their products as well as services to encourage mindfulness within the commerce sector and it should be active to demonstrate the clients and hold of its obtainable business.
Training to the employees: Kata Poolside Resort should strengthen the complaints resolution and provide training to the employees those are working in the hotel. Training should be provided with required skills to better serve the customers as it is most important to win trust of the customers and focus on development of customer’s complaints resolution system.
Expansion of mobile devices: There should be a balance between expansion of the mobile devices as well as afford of the service quality which can satisfy the deployment of the customers.
The study is carried out that for identification of the customer satisfaction as well as quality of the services, there are limitations of budget as well as time constraints in the project due to evaluate the information based on secondary data sources included of reports along with journals. There are also limited in research to provide statistical results to the data used for data analysis.
The hotel industry has customer specific capabilities specific benefits from the favorable cost along with revenue advantages. The industry can train the personnel towards better orientation to the customer as well as market requirements like new products meet with customer’s requirements and it would lead to greater sales volume along with revenue of the organizations. Apart from understanding the customer satisfaction dimensions, it is beneficial for the managers to understand the perceptions of staff regards to customer’s expectations and their perceptions. The strategies must become aware of the strategic drift that the hotel industry has taken to deliver a better quality services on customer interactions. The organization can bring the managers close to the customers so that they can serve better quality hotel services to them.
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