dissertation sample
TRANSCRIPT
UNIVERSITY CENTER “CESAR RITZ”
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui:
A qualitative study
By:
Wannapa Rattanarak
172001
Submitted to:
Dr. Michael ViereggeDecS 401 Business Research
In partial fulfillment for the requirements of the Degree of the Bachelor in International Business Degree
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Declaration
This is declared that this is original work which the author of this paper has produced on
the subject. Further, this paper is produced for the fulfillment of the degree requirement of
the Bachelor in International Business. Hence, it is not produced for any other
qualification, institution and journal.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Abstract
Customers’ satisfaction has been the main focus of business industry as it is believed that
higher level of customer satisfaction may result in higher levels of repurchase. In order to
analyze the customers’ satisfaction and the factors contributing customers loyalty to the
resort or hotel, this study has taken up Nora Beach Resort and Spa, Samui Island as case
study. The resort is located in Koh-Samui Island, which has approximately 87% of
tourists’ turnover. The study examines the level of customer satisfaction in the light of
Seven Ps of Marketing Mix. In order to study certain level for each service product, a self
administered questionnaire was placed in the hotel lobby to record the comments of the
customers. The study concludes that quality of service is the most important factor for the
customers’ satisfaction.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Acknowledgement
I heartedly acknowledge and thank my supervisor Dr. Michael Vieregge for his valuable
guidance and console. I also appreciate the co-operation of administration and staff of
Nora Beach Resort, Koh Samui, Thailand for facilitating my research study.
This piece of work wouldn’t have conclusive and informative without valuable
customers’ feedback. Therefore, I am very thankful for their interest and fulfilling the
questionnaire provided.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Table of Contents
ABSTRACT III
Chapter I: Introduction 1
1.1 Background 1 1.2 Purpose of Study 2 1.3 Objectives of Study 3 1.4 Study Structure 3
Chapter II: Literature Review 5
2.1 Introduction 5 2.2 Service 5
2.2.1 Service Theories 6 2.2.2 Elements of Service 8 2.2.3 Impact of service on Customer Satisfaction 9 2.2.4 Quality in Customer Service 11
2.3 Customer satisfaction 12 2.3.1 Customer Satisfaction Theories 14 2.3.2 Functionalities of Customer Satisfaction 14 2.3.3 Customer vs. Employee Satisfaction Modeling 15
2.4 Hotel Categories 15 2.4.1 Types of hotel 16
2.5 Nora Beach Resort and Spa 16 2.5.1 Information of the hotel 16 2.5.2 Type of customers 17
2.6 Conclusion 17
Chapter III: Methodology 19 3.1 Introduction 19 3.2 Research framework 19 3.3 Sampling 20 3.4 The data collection tool 20 3.5 Data collection 21 3.6 Data analysis 21 3.7 Conclusion 21
Chapter IV: Results 22 4.1 Introduction 22 4.2 Demographics 22 4.3 Level of customer satisfaction 25 4.4 General information analysis 25 4.5 Conclusion 27
Chapter V: Conclusion and Recommendation 28 5.1 Introduction 28 5.2 Conclusion 30 5.3 Reflections 31 5.4 Limitation encountered 31
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
4.5 Recommendations to the industry 32
References 33 Appendices 37
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Chapter I: Introduction
1.1 Background
In recent times, customer’s satisfaction is the main concern for every hotel and resort.
Customers are now more valued and every effort is being made to keep them loyal to the
resort and make them permanent visitors. The hotel industry believes that higher level of
customer satisfaction may result in higher levels of repurchase. Repeat purchasing is
essential to a continued stream of profitability through achieving higher levels of
customer satisfaction (Oliver, 1997). The customers’ satisfaction can be defined as “the
fulfillment response” which they feel towards given service. It has been a judgment that a
product or service feature, or the product or service itself, provides (or is providing) a
pleasurable level of consumption-related fulfillment, including levels of underfulfilment
or overfulfilment” (Oliver, 1996, p. 14). The concept of consumer satisfaction occupies a
central position in marketing thought and practice. Conceptually, satisfaction is an
outcome of purchase and use results from the buyer’s comparison of the rewards and
costs of the purchase in relation to the anticipated consequences. Operationally,
satisfaction is similar to attitude in that it can be assessed as the sum of the satisfactions
with the various attributes of the product or service.
With due consideration of this marketing approach, every effort is being made to provide
the customers with better services in order to keep them loyal and make them a repeat
visitor. The customer’ behaviour is considered as the ultimate success scale within the
industry. The hotel industry is also among those sectors which have been trying to attract
customers as long term visits. For this purpose, the hotel industry consistently implies
different approaches to assess the customers’ satisfaction level in order to introduce new
methods to attract them and make them their repeat visitors.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
The Samui Island has many attractions for the tourists and visitors from all around the
world and a great number of visitors come to the island in order to enjoy tranquil and
naturally beautiful beaches, hospitality of the local population and the unique services
like spa offered by the hotel industry. There are a lot of visiting places on the island like
the Big Buddah, Namuang Waterfall, Hin Ta – Hin Ya, Sawadee Shrine, Hin Lad
Waterfall, Scuba Diving, Dinning and restaurant and Samui nightlife etc. These
attractions have attracted visitors tremendously and have contributed significantly to
enhance the business opportunity for the local hotels and resorts.
Nora Beach is one of the most famous resorts of the Samui Island. It is a luxurious retreat
in Thailand, situated in a strategic place of Koh Samaui, the 3 rd largest island. The resort
offers its customers a break from the hassles of the real world. The resort enjoys a
spectacular hillside setting, overlooking a seclude bay just north of the world famous
Chaweng Beach. It is located a few minutes from the airport and a short drive from the
city centre (Nora Beach and Spa, 2007). Nora Beach Resort and Spa has strived to offer
its customers excellent service over the years.
1.2 Purpose of Study
The purpose of this study is to analyse the level of customers’ satisfaction at Nora Beach
Resort, Koh Samui, Thailand. This analysis would be made by assessing customers’
opinion through a well designed questionnaire. Considering the results of this analysis,
the study will try to suggest the strategy for achieving a desirable customers’ satisfaction
in the light of new marketing approaches.
1.1 Objectives of Study
The objectives of the study are:
To understand the level of customers’ satisfaction by conducting a survey.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
To analyse the characteristics of the customers’ satisfaction which contribute their
loyalty for the particular resort or hotel. This will be done by analysing purpose of
visit, gender, age, education and other characteristics.
To suggest a strategy to retain customer loyalty by adopting an effective
marketing strategy.
1.4 Study Structure
In order to analyse customers’ satisfaction with the service at Nora Beach Resort and Spa
at Koh Samui, this study will review the current literature in the context of customers’
satisfaction and the services provided by the hotel industry. It will also examine the
customers’ satisfaction in relation with the services provided at Nora Beach Resort and
Spa through the primary data. For this purpose, in the literature review chapter, different
theories relating to service, customers’ satisfaction and different categories of hotels will
be reviewed. The methodology chapter will present philosophy and methods of research
undertaken for this study. It will also describe the sampling, data collection tools and the
method for data analysis. The fourth chapter will present the results of the research in
relation with demographic analysis of the respondents and their satisfaction level at the
Hotel. In the fifth chapter, conclusions will be made resulting from the data analysis. This
researcher will offer recommendation to the industry with due consideration to the results
of the primary data and the review of the literature.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Chapter II: Literature Review
2.1 Introduction
2.2 Service
The service is defined as a “prototype for service, covering the need of the customer and
the design of the service”. Edvardsson and Olsson (1996, p. 149). Goldstein et al. (2002)
suggest that the service concept integrates the “how” and “what” of service design while
keeping both the customers’ needs and strategic intent of the firm in mind. In other
words, the service concept gives a detailed description of what the customer needs and
how the organization will deliver the service.
The study of customers’ satisfaction in the field of general marketing has evolved into
important parameters that need to be identified and understood in order to satisfy the
needs and wants of customers. Since the success of a business has been linked to
providing high levels of customers’ satisfaction, a substantial amount of effort has been
focused on identifying how consumers perceive service quality in various settings.
Gronroos (1982) has defined service quality as “the outcome of an evaluation process
where the consumer compares his expectations with the service he perceived he has
received.” Hence we can say that perceived service is measured against expected service.
Service quality has been seen as the result of comparing a customer’s expectations prior
to receiving the service with the customer’s experiences with the service. Wyckoff (1984)
defined the concept of service quality from the company’s perspective. Service quality is
the degree of excellence for meeting the customer’s requirements, and control over the
variability in achieving that excellence.
2.2.1 Service Theories
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
According to Parasuraman, Zeithaml, and Berry (1988) the study of service in the field of
general marketing has evolved into important parameters that need to be identified and
understood in order to satisfy the needs and wants of customers. With growing
competition and emerging of hotel industry as a high profiting business, much preference
is made to deliver a quality service to the customers. The researchers have defined service
quality as the result of comparing the expectation of service quality and the perception of
feelings. That is, the service quality not only includes the evaluation of the service
performances, but also includes the process of service (Parasuraman, Zeithaml, and
Berry, 1985, 1988).
According to Sherden (1988), service quality is defined as a relationship between a
customer and the particular employee with whom the customer is dealing. Although the
actual level of service quality is developed in the employee-customer relationship,
management must ensure that customers’ experiences are in line with their expectations.
Lovelock (1991) has defined the characteristics of service quality. According to him,
service quality is that;
a) which is delivered in a performance,
b) in which the customer is involved in production
c) in which other customers are often similarly involved in production (e.g., a
theater)
d) in which quality control can only be performed during delivery
e) in which service cannot be inventoried,
f) deliver is “realtime”, and;
g) distribution channels are nonexistent or compressed.
Examining service quality and its relationship with relevant constructs not only requires
recognition of essential dimensions of service quality, but also identification of
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
dimensions that are most meaningful to the customers in measuring the overall
satisfaction. Therefore, having a better understanding of service quality is associated with
considering various dimensions of service quality. Service quality dimensions or elements
are those attributes that contribute to the creation of consumer expectations and
perceptions of service quality.
Service Quality called “SERVQUAL” is an instrument for measuring the gap between the
services.” Therefore, what consumers think should be provided and what they think
actually has been provided. Parasuraman, Zeithaml, and Berry (1985, 1988) initially
offered ten attributes, which they regard as essential to the quality of all services. These
ten dimensions were tangibles, reliability, responsiveness, communication, credibility,
security, competence, courtesy, understanding/knowing the customer, and access. These
ten dimensions and their descriptions served as the basic structure of the service quality
domain from which items were derived for the SERVQUAL scale (Table 1).
Table 1
Ten Dimensions of Service Quality
Dimensions DescriptionsTangibles: include the physical evidence of the service: physical facilities, appearance of
personnel, tools or equipment used to provide the service, physical representation of the service, other customers in the service facility.
Reliability: involves consistency of performance and dependability: accuracy in billing, keeping records correctly, performing the service at the designated time.
Responsiveness: concerns the willingness or readiness of employees to provide service. It involves timeliness of service: mailing a transaction slip immediately, calling the customer back quickly, and giving prompt service.
Communication: means keeping customers informed in language they can understand and listening to them. It involves explaining the service itself, explaining how much the service will cost, explaining the trade-offs between service and cost, assuring the consumer that a problem will be handled.
Credibility: involves trustworthiness, believability, honesty. It involves having the customer’s best interests at heart. Contributing to credibility are company name, company reputation, personal characteristics of the contact personal.
Security: is the freedom from danger, risk, or doubt. It involves physical safety, financial security, and confidentiality
Competence: means possession of the required skills and knowledge to perform the service. It involves knowledge and skill of the contact personnel, knowledge and skill of operational support personnel, research capability of the organization.
Courtesy: involves politeness, respect, consideration, and friendliness of contact personnel.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
It includes consideration for the consumer’s property, clean and neat appearance of public contact personnel.
UnderstandingKnowing the Customers:
involves making the effort to understand the customer’s needs. It involves learning the customer’s specific requirements, providing individualized attention, recognizing the regular customer.
Access: involves approachability and sense of contact. It means the service is easily accessible by telephone, waiting time to receive service, convenient hours of operation, and convenient location of service facility.
Resource: Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing, 49(3), 25-46.
2.2.2 Elements of Service
Researchers agree that it is hard to measure customer satisfaction and the service quality
as every customer perceives service from his or her own preferences (Gavin Eccles and
Philip Durand, 1997). To overcome this problem of defining the service level, hotels have
addressed it through star ratings, where guests can gain a perception of the quality on
offer through the number of stars attached to he hotel. However, as service quality
depends more on customer’s perception, there are different criteria used by different
customer groups to evaluate service.
The purpose of The SERVQUAL scale is to measure levels of service quality. In this
technique, it is assumed that the levels of service quality experienced by customers are
critically determined by the gap between general expectations of the service and the
customers’ perceptions of what they actually receive from a specific service provider. The
customers can evaluate the service quality from the following five factors:
1. tangibles;2. reliability;3. responsiveness;4. assurance;5. empathy.
The benefit of the SERVQUAL scale is that the management can assess and monitor the
service quality and design better strategies and policies to improve it. Furthermore,
understanding the customer’s satisfaction level and perception of service quality may
yield important information influencing the design and specification of this and other,
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
related, services provided by the organization. Finally, it helps the hotel industry in better
developing future service improvements (Gavin and Durand, 1997).
2.3 Impact of Service on Customer Satisfaction
The improved service quality provided to the customers enhances their loyalty to the
service provider. Thus, attention has been paid to the concept of customer satisfaction as a
corporate goal among academics and business practitioners (Rust & Oliver, 1995).
Satisfaction is a major outcome of marketing processes that culminate in purchase, and
satisfaction is also thought to contribute to post-purchasing phenomena such as word-of-
mouth communication, repurchase intention, and brand loyalty.
Gronholdt, Martensen, and Kristensen (2000) administered a study on sixty companies
and found that customer satisfaction would have significant impacts on customer loyalty.
Bowen and Chen (2001) focused on the hotel industry to examine the relationship
between customer satisfaction and customer loyalty. The results showed a slight increase
in customer satisfaction would highly improve customer loyalty. Hence, customer
satisfaction was inferred to have great impacts on customer loyalty. Moreover, Tam
(2004) established an integrated framework of service quality, customer satisfaction, and
perceived value, suggesting that customer satisfaction and perceived value have
significant influences on customers’ future purchase behaviors. Anderson and Sullivan
(1993) believed that customer satisfaction positively influenced repurchase intentions.
Repurchase intentions is considered a possible outcome of customer loyalty.
Jones and Sasser (1995) stated that customer loyalty is “a feeling of attachment to or
affection for a company’s people, products, or services.” Customer loyalty is often
referred to as a purchase behavior, unlike customer satisfaction, which is an attitude.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Repurchase behavior is a form of loyalty. Customer loyalty, a key mediating variable in
explaining customer retention is concerned with the likelihood of a customer returning,
making business referrals, providing strong word-of-mouth, as well as providing
references and publicity (Bowen and Showemaker, 1998). Although most research on
loyalty has focused on frequently purchased package goods (brand loyalty), the loyalty
concept is also important for industrial goods (vendor loyalty), services (service loyalty),
and retail establishment (store loyalty)
Prior research has shown that one’s emotions have an influence on behavior, and that one
responds to an event in certain ways to maintain positive emotions (i.e. happiness) and to
avoid negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and
Varki (1997) found that positive emotion led to higher levels of customer satisfaction and
increased repurchase intentions. On the other hand, Andreasen (1999) found that initial
negative emotion caused by a service failure results in customer exit behavior. Dick and
Basu (1994) posited that true loyalty only exists when repeat patronage coexists with a
high relative positive attitude. In addition to attitude, it has been argued that loyalty may
also be based on cognition (Lee and Zeiss, 1980; Oliver, 1980).
2.2.4 Quality in Customer Service
The quality of service provided to the customers matters a lot more not only for the
customers but it is a matter of great concern for the service provider as well. Common
dimensions of satisfaction with a service include service quality, product quality, price,
and location. The theory suggest that the “people factor” (i.e., service quality), in terms of
tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in
determining overall satisfaction and repeated purchasing in service industries.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a
long-run overall evaluation about a service, whereas satisfaction was a transaction-
specific evaluation. Based on these conceptualizations, they posited that incidents of
satisfaction over time result in perceptions of service quality. Other researchers supported
the argument that customer satisfaction leads to service quality. For example, Bitner
(1990) developed a model of service encounter evaluation and empirically supported the
effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that
satisfaction leads to service quality.
Cronin and Taylor (1992) reported that in their structural analysis for the causal relations
among satisfaction, overall service quality, and purchase intention, the coefficients of
path for service quality, satisfaction, and purchase intention appeared to be all significant
while the coefficients of path for satisfaction, service quality, purchase intention were
insignificant.
Spreng and MacKoy (1996) also studied the relationship between service quality and
satisfaction based on their modified Oliver’s (1993) satisfaction/service quality model.
Their modified model fitted the data well where service quality was hypothesized to
influence satisfaction. In their study, the path coefficient between two constructs appeared
to be significant (t = 9.4). Woodside, Frey, and Daly (1989) supported the causal relation
of service quality and satisfaction with data collected in area of health care. Several
researchers stated that overall service quality is determined only by the customer’s
perception of a service, rather than the difference between the customer’s expectation and
actual service performance.
2.3 Customer Satisfaction
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
The service literature has been contributed to the confusion over the relationship between
consumer satisfaction and service quality. The most important that service providers need
to know are how their objectives meet or exceed the customers’ satisfaction with their
performance. The importance of this issue has been led to several recent efforts to clarify
the relationship between satisfaction and service quality. The SERVQUAL measurement
tool suggests that a consumer’s perception of service quality involves the difference
between his or her expectations about the performance of a general class of service
providers and his or her assessment of the actual performance of a specific firm within
that class. SERVQUAL confounds customer satisfaction and customer attitude. In
contrast, the SERVPERF version of the original SERVQUAL scale only concerns
performance.
Common dimensions of satisfaction with a service include service quality, product
quality, price, and location. The theory suggest that the “people factor” (i.e., service
quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may
be the most salient in determining overall satisfaction and repeated purchasing in service
industries.
Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a
long-run overall evaluation about a service, whereas satisfaction was a transaction-
specific evaluation. Based on these conceptualizations, they posited that incidents of
satisfaction over time result in perceptions of service quality. Other researchers supported
the argument that customer satisfaction leads to service quality. For example, Bitner
(1990) developed a model of service encounter evaluation and empirically supported the
effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that
satisfaction leads to service quality.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Cronin and Taylor (1992) reported that in their structural analysis for the causal relations
among satisfaction, overall service quality, and purchase intention, the coefficients of
path for service quality, satisfaction, and purchase intention appeared to be all significant
while the coefficients of path for satisfaction, service quality, purchase intention were
insignificant.
2.3.1 Customer Satisfaction Theories
The customer satisfaction theories stress that quality of service is more important than the
goods provided. Customers get satisfied mainly because of the quality and it is a
psychological effect on their choice when they choose a particular hotel or resort to visit
and stay. That is why one of the fastest growing segments in marketing research is the
study of customer satisfaction (Dutka, 1994). When customers get satisfied with a
particular service, they become loyal for it and in this way, the business have more repeat
visitors. Customers’ satisfaction is directly linked with his or her expectancy level. The
perception of customers are always different and there is no hard and fast rule to
determine what kind of service satisfy more. As the satisfaction expectancies consistently
change, so, there are three stages which the customers pass through before rendering
satisfaction. At the first level, expectations are simple and take the form of assumptions.
In the next level the expectation level become complex and the customer has higher
expectations. At the third level customers’ expectorations are even higher and he or she
years for something which may attract him or her and have some delightful effects rather
than the normal routine services. (Service Marketing, 2007). When a customer achieves
this kind of highly attracting service, he becomes a loyal and repeat customer and remains
loyal until the service quality begin deteriorating.
2.3.2 Functionalities of Customer Satisfaction
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
The functionality of customer satisfaction in the business world is that how effectively the
services/goods meet the customers’ expectations. Therefore we can see across marketing
world that each businesses success story relies on “Customer Satisfaction”. Thus the
customer satisfaction has become the key element of business strategy in today’s market
place (Buchanan, Gilles, 1990). Although the customer satisfaction varies from an
individual to individual, however certain recommend standards can be opted in-order to
mitigate positively the popular perception.
The common tool to opt the level of customer satisfaction is survey or collection of
primary data where customer is asked to evaluate the open ended and close ended
statements in accordance with the customers own perception. Thence the performance of
the service/goods becomes contingent of that certain level of Customer Satisfaction.
2.3.3 Customer vs. Employee Satisfaction
Satisfaction can be seen from two different perspectives. Customers satisfaction implies
that they should get satisfied with the quality of service they receive while the employees’
satisfaction means how satisfied they are in the workplace and how they are able to serve
the customers’ with commitment. As the satisfaction on both sides is imperative the hotel
industry has not only to ensure the satisfaction of its customers but also those of their
employees because without satisfaction of employees there is no justification to expect
commitment of employees.
Employees’ satisfaction may be achieved through incentives and rewards,
acknowledgment of their performance and motivating them for achievement of further
goals. Similarly, customers’ satisfaction can be achieved through offering them unique
and high standard services and fostering better public relations with them.
2.4 Hotel Categories
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Hotels can be categorised according to the services they provide, i.e., location, facilities
and services offered and clientele served. Restaurants mostly provide the customers with
eating stuff but do not offer accommodation. However, hotels mainly have
accommodation facilities as well as provide the customers different menus for breakfast,
lunch and dinner. Some hotels offer accommodation but does not have their own chef so
customers have to have their meals outside. Furthermore, the services of hotels further
differ according to their location. In Thailand, usually hotels have begun to offer spa and
other health facilities besides providing them normal accommodation and meals facilities.
2.4.1 Types of Hotel
Most of the hotels have their own star rating. But the interesting thing is that there is no
unified system to determine the service quality of the hotels. Throughout Europe, rating
of hotels is determined either by government or by the private organisation according to
the service they provide (Martin, 2007). There are 1 to 5 star hotels across the globe and
the cost of their services differ according to their rating. For example, a four star hotel is
much costly than a 1 star hotel. Similarly, four star hotel is expected to have more
facilities than a 1 star hotel. A four to five star hotel may have more services and
amenities, including meeting space for conferences
2.5 Nora Beach Resort and Spa
2.5.1 Information of the Hotel
The Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic place of
Koh Samui, the 3rd largest island, which offers its customers a break from the hassles of
the real world. The resort enjoys a spectacular hillside setting, overlooking a secluded bay
just north of the world-famous Chaweng Beach. It is located a few minutes from the
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
airport and a short drive from the city centre (Nora Beach Resort and Spa, 2007). The
profound services of Nora Beach Resort and Spa are as follow:
Bars and Restaurants.
Recreation
Anodas Spa
Rooms
The additional supportive services of the Resort are as follow:
Travel and Tours Desk.
Taxi/Limousine Service.
Swimming pools
Laundry and Dry Cleaning.
Gymnasium/Fitness Room.
Baby Sitting Facilities.
2.5.2 Type of Customers
The type of customers visit Nora Beach Resort and Spa are holiday makers, however the
professionals on travel also frequently visit the resort. According to a study by Thailand
Tourism Statistics that 87% of tourists are holiday makers at Koh Samui Island; where
the Nora Beach Resort is jewel of the attraction for the holiday makers at Koh Samui
Islands. These categories of visitors consist of male, female and children with age
diversity from 13 to 55 years on average. They prefer Nora Beach for the reason that
major attractions of Island are nearby the resort.
2.5 Conclusion
In this chapter, different theories of customers’ satisfaction have been evaluated and
reviewed. Further, the importance of service quality on customers’ loyalty has been
discussed. Besides, the review of literature from customers’ perspective, different
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
categories of hotels and the system of rating has also been discussed. The review of
literature shows that with the competition in hotel industry, customers’ perception and
expectation of service has increased to a great extent and now the hotel industry has to
enhance, improve and add up more services for the customers to make them loyal to the
services.
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Chapter III: Methodology
3.1 Introduction
This chapter presents details about the methodology adopted and elaborates the chosen
research philosophy, approach and strategy used and the reasons for their selection.
Further, this chapter describes the sample population and how the primary data was
collected and processed. It also describes the secondary data collection for the literature
review. This chapter further explains the data collection tool and highlights validity,
authenticity and reliability of the data collected.
3.2 Research Framework
Saunders et al. (2007) define an exploratory study as a valuable means of finding out
‘what is happening; to seek new insights; to ask questions and to assess phenomena in a
new light study. Further, they define interpretivism as a theory of knowledge that depicts
the methods, validity and scope of the research. This theory advocates that it is necessary
for the researcher to understand difference between humans as social actors (Saunders,
Lewis & Thornhil, 2007). ). Hence, the study was conducted in the interpretivism
philosophy, because the aim of the researcher was to know the difference of human
behavior in relation with satisfaction in the service quality provided by the Nora Beach
Resort and Spa. The researcher aimed to know how customers get satisfied with the
service provided by the Resort and how they perceive service quality. The research
strategy utilized was case study. The case study strategy has considerable ability to
generate answers to the question ‘why?’ as well as the ‘what?’ and ‘how?’ questions
(Saunders et al., 2007). In addition, a case study strategy can be very worthwhile way of
exploring existing theory or to challenge an existing theory (Saunders et al., 2007). The
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
study also sought answers to what the customer’s satisfaction level and how customers
can be attracted to revisit the Nora Beach Resort and Spa.
3.3 Sampling
The population of this research were customers who stayed in Nora Beach Resort and
Spa; a total of n= 113 customers completed the survey. The sampling technique needed
for the case study was non- probability sampling which are purposive and convenience.
3.4 Data Collection tool
The data collection tool for this study is a well designed questionnaire consisting of three
parts as questionnaires are one of the most widely used data collection techniques in the
survey strategy (Saunders et al. 2007). The first part is related to the customers
satisfaction consisting 15 questions based on five likert scale ranging from very satisfied,
satisfied, neutral, dissatisfied and very dissatisfied. The purpose of this part is to assess
the perception of customers about the quality of the Resort in relation with menu variety,
room service, cleanliness etc. The second part consists general type of questions like
accessibility of the Resort and the reason to choose it. The third part of the questionnaire
is demographic one assessing customers’ gender, age occupation and the purpose of their
visit. In all, there were twenty two questions asked to analyze the customers’ assessment
and expectations regarding the facilities and services as provided at Nora Beach Resort
and Spa, Thailand.
3.4 Data Collection
The research was based on positivism principles with deductive approach.
The questionnaire developed was placed in the guest rooms, as well as in the lobby and
was collected by Ms.Napaphon Rattanarak, a proctor who was trained according to the
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
guidelines established. Permission was granted by the resort manager to conduct this
study following highest ethical standards and principles.
3.6 Data Analysis
As this study aims at providing recommendations on improving service quality of Nora
Beach Resort and Spa, the dully filled and returned questionnaire was analysed using
SPSS, the software having good analytical capabilities. The analysis of the questionnaire
offers insight about the conception of customers with regard to their perception of service
quality at Nora Beach Resort and Spa. The results of this analysis will be discussed in
the preceding chapter.
3.7 Conclusion
This chapter has highlighted the research philosophy, techniques and methods used for
this study. The study has relied over Likert Technique because in-order to assess the level
of customer satisfaction the best available method was to conduct survey. The
respondents were visitors to the resort staying at the Nora Beach Resort and Spa.
Although the responses of the customers may be biased as their opinion may be
influenced by the service provided at that very moment, yet, this research provides a lot
of interesting information regarding their perception of the service quality.
Chapter IV: Results
4.1 Introduction
In this chapter, the researcher will show the results of the data collected from the
questionnaire which were gathered from the customers/visitors of Nora Beach Resort and
Spa at Koh Samui. In this section, the researcher will present the demographic
19
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
information from the respondents, and will also discuss the customers’ response towards
the questions asked about the services provided. Further, the researcher will discuss the
general information analysis of the customers as to how they found the resort, why did
they choose to stay at the Nora Beach Resort and Spa and whether it was their first visit
or they are a repeat visitors.
4.2 Demographics
There were total 113 questionnaire placed in the guest room and the lobby of the resort
which the customer staying at the resort had to fill up which, in return, were collected and
returned to the researcher by Ms. Napaphon, a protector trained for the purpose. All the
113 questionnaires were duly filled up and retuned y the customers. Of these 113
respondents, 56 were male (49.56 per cent) and 57 female (50.44 per cent)
Table 2: Gender
Frequency Percent Valid PercentCumulative
PercentValid Male 56 49.6 49.6 49.6
Female 57 50.4 50.4 100.0Total 113 100.0 100.0
The age of the respondents was divided into five categories (from 20 to 29, 30 to 39, 40
to 49, 50 to 59 and 60 and above) the most representative group was the range of
individuals between 40 to 49 (43.36 per cent) and 30 to 39 years (34.51 per cent)
Table 3: Age
Frequency Percent Valid PercentCumulative
PercentValid 20 -29 1 .9 .9 .9
30-39 39 34.5 34.5 35.440-49 49 43.4 43.4 78.850-59 19 16.8 16.8 95.660 and above 5 4.4 4.4 100.0Total 113 100.0 100.0
20
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
The respondents were asked in question 3 of the part 3 to state their job position, which
was divided into five categories. The results to this question show that there were 7
students (6.19 percent), 77 employed visitors (68.14 per cent), 17 self-employed (15.04
per cent), 7 unemployed (6.19 per cent), and 5 retired persons (4.42 per cent)
Table 4: Occupation of the Customers
Frequency Percent Valid PercentCumulative
PercentValid Student 7 6.2 6.2 6.2
Employed 77 68.1 68.1 74.3Self-employed 17 15.0 15.0 89.4Unemployed 7 6.2 6.2 95.6Retired 5 4.4 4.4 100.0Total 113 100.0 100.0
Different nationalities were found in the collected data, the majority being Australian
citizens which account to be 34 respondents (30.09 per cent), South African were 4 (3.54
per cent), Asian (e.g. South Korea and China) were 31 (27.43 per cent) Eastern European
(e.g. Russia and Estonia) were 9 respondents (7.96 per cent), Western European (e.g.
Germany and England) were 27 respondents (23.89 per cent), North American (e.g.
United States of American and Canada) were 8 respondents (7.08 per cent)
Table 5: Nationality of the customers
Frequency Percent Valid PercentCumulative
PercentValid ออสเตรเลีย 34 30.1 30.1 30.1
แอฟรกิาใต้ 4 3.5 3.5 33.6
เอเชยี (อาทิ เกาหลีใต้ และจนี) 31 27.4 27.4 61.1
ยุโรปตะวนัออก (อาทิ รสัเซยี และเอสโทเนีย)
9 8.0 8.0 69.0
ยุโรปตะวนัตก (อาทิ เยอรมนั และอังกฤษ)
27 23.9 23.9 92.9
อเมรกิาเหนือ (สหรฐัอเมรกิา และแคนาดา) 8 7.1 7.1 100.0
Total 113 100.0 100.0
21
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
From the 113 respondents, 5 respondents visited the Nora Beach Resort and Spa for
business purpose (4.42 per cent), 91 respondents for leisure purpose (80.53 per cent), 4
respondents for Convention purpose (3.54 per cent), and 13 respondents came there for
the purpose of celebrating their honey moon (11.50 per cent)
Table 6: Purpose of visit
Frequency Percent Valid PercentCumulative
PercentValid Business 5 4.4 4.4 4.4
Leisure 91 80.5 80.5 85.0Convention 4 3.5 3.5 88.5อ่ืนๆ (Hone Moon) 13 11.5 11.5 100.0Total 113 100.0 100.0
4.3 Level of customer satisfaction
The first part of the questionnaire was designed to assess the customers’ perception of the
service quality provided by the Nora Beach Resort and Spa. There were total 15
responses to be selected from the range of very satisfied to very dissatisfied. The first
question was related to check in process to which 4.57 respondents stated as very
satisfied. 4.37 per cent respondents were very satisfied with cleanliness, 4.46 per cent
respondents were very satisfied with décor and ambience of the guest area, 4.32 per cent
of the respondents were very satisfied with furnishing of the room, 4.31 per cent were
very satisfied with the quality of food and beverage, 4.29 per cent respondents were very
satisfied with the promptness of service, 4.20 per cent were satisfied with the
housekeeping service, 4.16 per cent were satisfied with the service of staff in spa and
fitness facilities, 4.04 per cent were satisfied with the menu variety, 4.04 per cent were
satisfied with spa and fitness facilities and 3.83 percent were satisfied with business
centre.
22
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
With regard to the marketing mix of price, 4.22 per cent of the respondents were very
satisfied with the value for the money. 4.28 per cent of the respondents were very
satisfied with the guest areas. 4.25 per cent were very satisfied with regard to the
advertising materials (brochures, advertising, websites etc).
4.4 General information analysis
In the general information analysis part, 3 questions were asked in order to assess how the
customers found Nora Beach Resort and Spa, why did they choose to stay at the Nora
Beach Resort and Spa, and whether it was their first visit. In this regard, 4 respondents
(3.54 per cent) referred to the advertisement (magazine, newspaper), 42 respondents
(37.17 per cent) referred to internet (website, Google, Yahoo), 63 respondents (55.75 per
cent) referred to travel agencies, 2 respondents (1.77 per cent) referred to the word of
mouth, and 2 respondents (1.77 per cent) referred to the other sources (family’s
recommendation)
Table 7: Accessibility
Frequency Percent Valid PercentCumulative
PercentValid Advertisement
( Magazine, Newspaper) 4 3.5 3.5 3.5
Internet (Website, Google, Yahoo) 42 37.2 37.2 40.7
Travel Agency 63 55.8 55.8 96.5Word of mouth 2 1.8 1.8 98.2อ่ืนๆ (คนในครอบครวแนะนำา) 2 1.8 1.8 100.0Total 113 100.0 100.0
With regard to the customers’ choice of Nora Beach Resort and Spa for staying at, 31
respondents indicated room rate as the reason to choose the resort (27.43 per cent), 39
respondents indicated location (34.51 per cent), 11 respondents indicated Amenities and
facilities (9.73 per cent), 25 respondents indicated special package (22.12 per cent), 7
23
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
respondents (6.19 per cent) indicated other reasons for choosing to stay at Nora Beach
Resort and Spa (had visited the hotel before and recommended by friends)
Table 8: Choice of Nora Beach Resort and Spa
Frequency Percent Valid PercentCumulative
PercentValid Room rate 31 27.4 27.4 27.4
Location 39 34.5 34.5 61.9Amenities and facilities 11 9.7 9.7 71.7Special package 25 22.1 22.1 93.8 อ่ืนๆ (เคยมาพกัก่อนน้ีแล้ว, เพื่อน)
7 6.2 6.2 100.0
Total 113 100.0 100.0
With regard to the visit of the Nora Beach Resort and Spa, 105 respondents made it clear
that it was their first visit (92.92 per cent) while 8 respondents were as repeat visitor.
Table 9: Frequency of visit
Frequency Percent Valid PercentCumulative
PercentValid Yes 105 92.9 92.9 92.9
No 8 7.1 7.1 100.0Total 113 100.0 100.0
4.5 Conclusion
In this chapter, results of the customers’ response to the service provided by the Nora
Beach Resort and Spa have been discussed which were collected through the
questionnaire placed at the hotel guest room and lobby of it. The results of this
questionnaire show an overall satisfaction of the customers with regard to the service
provided to them. Especially, the results relating to the part of customers’ satisfaction
with the quality of cleanliness, décor and ambience of the guest area, furnishing of rooms,
and the promptness of service, the customer were very satisfied which indicate the quality
of service provided by the Nora Beach Resort and Spa.
24
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Chapter V: Conclusion and Recommendations
5.1 Introduction
This chapter will present and discuss the findings found in the previous chapters. It will
include the recommendations to the hotel industry and its academia and show limitations
encountered in the process of the study. It will also draw and discuss conclusions.
As stated in the introductory chapter, the objectives of this study were:
To understand the level of customers’ satisfaction by conducting a survey.
To analyse the characteristics of the customers’ satisfaction which contribute their
loyalty for the particular resort or hotel. This will be done by analysing purpose of
visit, gender, age, education and other characteristics.
To suggest a strategy to retain customer loyalty by adopting an effective
marketing strategy
For this purpose, the researcher explored and reviewed the literature on customers’
satisfaction which shows that although it is hard to measure customer satisfaction and the
service quality as every customer perceives service from his or her own preferences
(Gavin Eccles and Philip Durand, 1997) some researchers like Parasuraman, Zeithaml,
and Berry (1988) have devised some tools to measure the service quality of an industry
from the perspectives of customers perception. This model is called SERVQUAL. The
purpose of The SERVQUAL scale is to measure levels of service quality. In this
technique, it is assumed that the levels of service quality experienced by customers are
critically determined by the gap between general expectations of the service and the
customers’ perceptions of what they actually receive from a specific service provider. The
customers can evaluate the service quality from the following five factors:
6. tangibles;7. reliability;8. responsiveness;
25
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
9. assurance;10. empathy.
The benefit of the SERVQUAL scale is that the management can assess and monitor the
service quality and design better strategies and policies to improve it. Furthermore,
understanding the customer’s satisfaction level and perception of service quality may
yield important information influencing the design and specification of this and other,
related, services provided by the organization. Finally, it helps the hotel industry in better
developing future service improvements (Gavin and Durand, 1997).
The research conducted through collecting data from questionnaire also supports the
findings of the review of the literature. The results discussed in chapter four reveal that
the perception of customers’ satisfaction about the service quality matters much for them
to become loyal to a resort or hotel. Their perception can be assessed through the
SERVQUAL model and this assessment tremendously helps the hotel management to
make better strategies in order to improve their service quality and retaining their
customers. The table 10 demonstrates why customers choose a Nora Beach Resort and
Spa. Although, the findings of this study cannot be implied explicitly for other resorts
with the same degree, it serves as an example to assess what characteristics contribute to
make the customers determine a particular resort among many others like this.
Table 10: Reason for choice of Nora Beach and Resort Spa
Frequency Percent Valid PercentCumulative
PercentValid Room rate 31 27.4 27.4 27.4
Location 39 34.5 34.5 61.9Amenities and facilities 11 9.7 9.7 71.7Special package 25 22.1 22.1 93.8 อ่ืนๆ (เคยมาพกัก่อนน้ีแล้ว, เพื่อน)
7 6.2 6.2 100.0
Total 113 100.0 100.0
5.2 Conclusions
26
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
The review of literature demonstrates clearly the interlink of customers’ satisfaction with
the service quality. It is only the service quality that attracts the customers and makes
them loyal to the industry and repeat visitors. As it has been discussed in the previous
chapter, the improved service quality provided to the customers enhances their loyalty to
the service provider. That is why the hotel industry has to improve the service quality
(Rust & Oliver, 1994). Mullin, Hardy, and Sutton (200) have endorsed the same opinion
that the satisfaction is a major outcome of marketing processes that culminate in
purchase, and satisfaction is also thought to contribute to post-purchasing phenomena
such as word-of-mouth communication, repurchase intention, and brand loyalty.
The results of this study reveal that there are also significant factors relating to age,
gender, occupation and purpose of visit which have to be kept in mind while considering
customers’ satisfaction. In this particular study, the results reveal that individuals ranging
from 40 to 49 have more tendencies to visit hotels and resort. It may be attributed to the
fact that it this stage, people are usually well established and have enough money and
time to go aboard to see places offering attraction to them. Further, at this stage, people
want to revitalize themselves and improve their physical health. That is why, many
people like to visit Thailand as in this region the hotel industry offers spa facilities to its
customers which have positive impact on physical health.
Further, the results of the study show that employed people opt to visit more than the
unemployed, retired or students. Naturally, it is because of the fact that they have enough
resources to meet expense of these travels. The purpose of visit as revealed from the
results of this study nightlight an important factor for traveling. According to the results,
individuals prefer visiting hotels and resort for the sole purpose of leisure as compared to
the business trips, conventions or honey moons. This factor is highlighted by the table 11
placed below.
27
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Table 11: purpose of the visit
Frequency Percent Valid PercentCumulative
PercentValid Business 5 4.4 4.4 4.4
Leisure 91 80.5 80.5 85.0Convention 4 3.5 3.5 88.5อ่ืนๆ (Hone Moon) 13 11.5 11.5 100.0Total 113 100.0 100.0
5.3 Reflections
This research has identified the service quality as an important factor that retains the
customers loyal to the hotel industry and makes them repeat visitors. However, this study
concentrated only on Nora Beach Resort and Spa as a case study and the results derived
from this study cannot be generalized. Hence, conclusions could have been enhanced if
the study would have been performed in a wider perspective and included some other
hotels to assess how customers perceive the service quality.
5.4 Limitations encountered
This study concentrated on Nora Beach Resort and Spa as a case study. As it was the only
resort to which the researcher contacted, there were no significant limitation encountered.
The staff of this resort was cooperative and the respondent too readily filled up the
questionnaire sent to the resort. However, time factor was a significant limitation to
complete this study. If the researcher had more time, the study could have been more
valuable.
5.5 Recommendations to the industry
As is evident from the review of literature as well as from the results of this study, the
service quality is the main factor to attract, satisfy and retain customers for long term
purpose. With increasing competition and high expectations of customers, the hotel
28
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
industry has further to improve the service quality. This could be done through
innovations in introducing new services and attractions. There are three main factors to be
considered more profoundly. The first is the age factor of visitors which show that people
ranging from 40 to 49 are frequent visitors. Particular services should be introduced
considering this age factor. Further, the purpose of visit has to be considered with regard
to service innovation. Majority of people undertake visits for leisure purpose, so such
arrangements should be made which may fulfill this desire on the part of the visitors.
29
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Appendices “A”Questionnaire
PART 1 – Level of the customer satisfaction with service at Nora Beach Resort and SpaPlease state your level of satisfaction with our services and products:1= Very satisfied 2= Satisfied 3= Neutral 4= Dissatisfied 5= Very dissatisfied
1. The quality of food and beverage
1 2 3 4 5 2. The menu variety
1 2 3 4 5 3. The promptness of service
1 2 3 4 5 4. The value for price paid
1 2 3 4 5 5. Decor and ambience of the hotel
1 2 3 4 5 6. Cleanliness
1 2 3 4 5 7. Condition of room
1 2 3 4 5 8. Housekeeping services
1 2 3 4 5 9. Resorts public areas
1 2 3 4 5 10. Spa and fitness facilities
1 2 3 4 5 11. Business centre
1 2 3 4 5 12. Check in process
1 2 3 4 5 13. Overall satisfaction with the quality of service
1 2 3 4 5 14. Overall satisfaction with the quality of accommodation
1 2 3 4 5 15. The image and message conveyed though communication (Brochures, advertising,
website etc.)
1 2 3 4 5
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
PART 2: GeneralPlease tick three most important reasons why you selected Nora Beach Resort and Spa
1. How did you find us?
Advertisement ( Magazine, Newspaper)
Tradeshows
Internet( Website, Google, Yahoo )
Travel Agency
2. Why did you choose to stay at the Nora Beach Resort?
Room rate
Location
Amenities and facilities
Special package
3. Have you previously used our services?
Yes
No
PART 3 – Demographics1. Gender : Male
Female
2. Age: Under 20 20 -35 36-60 61 and older
3. Occupation : Student Employed Self-employedUnemployed Pensioner
4. Purpose of visit: Business Leisure Convention Other (Specify________________)
34
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Appendix “B”Reliability ****** Method 2 (covariance matrix) will be used for this analysis ******_
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
1. A1 The quality of food and beverage 2. A2 The menu variety 3. A3 The promptness of service 4. A5 Decor and ambience of the guest area 5. A6 Furnishing of the room 6. A7 Cleanliness 7. A8 Housekeeping services 8. A10 Spa and fitness facilities 9. A11 Service of staff in spa and fitness facilities 10. A12 Business centre 11. A13 Check in process 12. A4 The value for the money 13. A9 Guest areas 14. A14 Were you satisfied with the advertising materials (Brochures, advertising, website etc.) 15. A15 Did the resort meet your expectations? 16. A16 Overall satisfaction with the quality of 17. A17 Overall satisfaction with the quality of 18. A18 Would you return to this resort?19. A19 Would you recommend this resort to your friends or relatives?
Mean Std Dev Cases
1. A1 4.6000 .6215 30.0 2. A2 4.1333 .8996 30.0 3. A3 4.5000 .7768 30.0 4. A5 4.6667 .6609 30.0 5. A6 4.4000 .7240 30.0 6. A7 4.6000 .6215 30.0 7. A8 4.4667 .7761 30.0 8. A10 4.0000 1.0171 30.0 9. A11 4.0000 .8710 30.0 10. A12 3.8667 .9371 30.0 11. A13 4.7667 .4302 30.0 12. A4 4.4667 .7303 30.0 13. A9 4.6000 .6215 30.0 14. A14 4.4667 .5074 30.0 15. A15 4.5667 .6261 30.0 16. A16 4.5667 .5683 30.0 17. A17 4.4667 .6288 30.0 18. A18 4.6333 .6687 30.0 19. A19 4.6333 .5561 30.0
* * * Warning * * * Determinant of matrix is close to zero: 8.893E-18
Statistics based on inverse matrix for scale ALPHA are meaningless and printed as ._
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
35
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
N of Cases = 30.0
N ofStatistics for Mean Variance Std Dev Variables Scale 84.4000 94.8690 9.7401 19
Item Means Mean Minimum Maximum Range Max/Min Variance 4.4421 3.8667 4.7667 .9000 1.2328 .0644
Item Variances Mean Minimum Maximum Range Max/Min Variance .5078 .1851 1.0345 .8494 5.5901 .0504
Item-total Statistics
Scale Scale Corrected Mean Variance Item- Squared Alpha if Item if Item Total Multiple if Item Deleted Deleted Correlation Correlation Deleted
A1 79.8000 86.9241 .6523 . .9460A2 80.2667 83.7195 .6281 . .9470A3 79.9000 83.8172 .7346 . .9446A5 79.7333 85.8575 .7001 . .9452A6 80.0000 83.8621 .7906 . .9436A7 79.8000 85.6828 .7649 . .9444A8 79.9333 82.6161 .8258 . .9429A10 80.4000 83.8345 .5369 . .9500A11 80.4000 86.1793 .4904 . .9496A12 80.5333 82.8782 .6513 . .9468A13 79.6333 89.3437 .6567 . .9467A4 79.9333 84.2023 .7561 . .9442A9 79.8000 85.6828 .7649 . .9444A14 79.9333 88.3402 .6575 . .9463A15 79.8333 84.7644 .8425 . .9432A16 79.8333 87.1782 .6942 . .9456A17 79.9333 86.2713 .7022 . .9453A18 79.7667 85.4264 .7277 . .9448A19 79.7667 85.8402 .8463 . .9436
Reliability Coefficients 19 items
Alpha = .9482 Standardized item alpha = .9549
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Appendix “C”Part 1: Demographic analysisPart 2: Analysing the level of customer satisfaction with service at Nora Beach Resort and Spa Part 3: General information analysisPart 4: Hypothesis testing
Symbolsn Population
MeanS.D. Standard Deviationdf Degree of freedomt t-distributionF F-distribution
LSD Least Significant Difference * Sig Level of Significance .05** Sig Level of significance .01
Part 1: Demographic analysis
Table 1: Demographics Frequency Percent
GenderMale 56 49.56Female 57 50.44Total 113 100.00
Age20 -29 1 0.8830-39 39 34.5140-49 49 43.3650-59 19 16.8160 and above 5 4.42Total 113 100.00
OccupationStudent 7 6.19Employed 77 68.14Self-employed 17 15.04Unemployed 7 6.19Retired 5 4.42Total 113 100.00
Purpose of visitBusiness 5 4.42Leisure 91 80.53Convention 4 3.54Hone Moon 13 11.50Total 113 100.00
NationalityAustralia 34 30.09South Africa 4 3.54
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Asia (e.g. South Korea and China) 31 27.43
Eastern Europe (e.g. Russia and Estonia) 9 7.96
Western Europe (e.g. Germany and England)
27 23.89
North America (e.g. United States of America and Canada)
8 7.08
Total 113 100.00
Part2 : Analysing the level of customer satisfaction with service at Nora Beach Resort and Spa
Table 2 Level of customer satisfaction with service at Nora Beach Resort and SpaFactor n Mean Std. Deviation Level of
satisfactionproduct 113 4.23 0.527 Very satisfiedCheck in process 113 4.57 0.549 Very satisfiedCleanliness 113 4.37 0.734 Very satisfiedDecor and ambience of the guest area
113 4.36 0.745 Very satisfied
Furnishing of the room 113 4.32 0.698 Very satisfiedThe quality of food and beverage
113 4.31 0.745 Very satisfied
The promptness of service 113 4.29 0.740 Very satisfiedHousekeeping services 113 4.20 0.857 SatisfiedService of staff in spa and fitness facilities
113 4.16 0.797 Satisfied
The menu variety 113 4.04 0.817 SatisfiedSpa and fitness facilities 113 4.04 0.834 SatisfiedBusiness centre 113 3.83 0.855 Satisfiedprice 113 4.22 0.691 Very satisfiedThe value for the money 113 4.22 0.691 Very satisfiedPlace 113 4.28 0.725 Very satisfiedGuest areas 113 4.28 0.725 Very satisfiedpromotion 113 4.25 0.701 Very satisfiedSatisfied with the advertising materials (Brochures, advertising, website etc.)
113 4.25 0.701 Very satisfied
total 113 4.24 0.526 Very satisfied
Table 3 Level of customer satisfaction with the overall service and accommodation at Nora Beach Resort and Spa
n Mean Std. Deviation Level of satisfactionresort meet your expectations 113 4.31 0.642 Very satisfiedOverall satisfaction with the quality of service
113 4.44 0.550 Very satisfied
38
Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Overall satisfaction with the quality of accommodation
113 4.35 0.626 Very satisfied
Table 4 Level of customer agreement with returning and recommending Nora Beach Resort and Spa
n Mean Std. Deviation Level of agreeyou return to this resort 113 4.35 0.719 Strongly agreeyou recommend this resort to your friends or relatives
113 4.45 0.597 Strongly agree
Part 3: General information analysis
Table 5 General General Frequency Percent
How did you find us? (Please select only one.)
Advertisement ( Magazine, Newspaper)
4 3.54Internet (Website, Google, Yahoo) 42 37.17Travel Agency 63 55.75Word of mouth 2 1.77Others (Family’s recommendation) 2 1.77Total 113 100.00
Why did you choose to stay at the Nora Beach Resort? (Please select only one.)
Room rate 31 27.43Location 39 34.51Amenities and facilities 11 9.73Special package 25 22.12Others (had visited the hotel before and recommended by friends)
7 6.19
Total 113 100.00
Is this your first visit to the Nora Beach Resort and Spa?
Yes 105 92.92No 8 7.08Total 113 100.00
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Part 4: Hypothesis testing
1. Comparing customer satisfaction with service focusing on the marketing mix across gender
Table 6 Analysing the level of customer satisfaction with service focusing on the marketing mix across gender
Factor Gender t-test for Equality of Means N Mean Std. Deviation t df Sig.
(2-tailed)product Male 56 4.24 0.559 0.299 111 0.765
Female 57 4.21 0.497price Male 56 4.25 0.720 0.437 111 0.663
Female 57 4.19 0.667Place Male 56 4.32 0.716 0.554 111 0.581
Female 57 4.25 0.739promotion Male 56 4.25 0.720 0.033 111 0.974
Female 57 4.25 0.689total Male 56 4.27 0.538 0.420 111 0.675
Female 57 4.22 0.518
2. Comparing customer satisfaction with service focusing on the marketing mix across Age
Table 7 Analysing the level of customer satisfaction with service focusing on the marketing mix across Age
Factor Age N Mean Std. Deviation F df Sig.product 20-39 40 4.23 0.486 0.885 3 0.451
40-49 49 4.28 0.50550-59 19 4.06 0.65460 and above 5 4.36 0.542 1.488 3 0.222
price 20-39 40 4.10 0.70940-49 49 4.33 0.68950-59 19 4.11 0.65860 and above 5 4.60 0.548
Place 20-39 40 4.18 0.781 1.344 3 0.26440-49 49 4.35 0.66350-59 19 4.21 0.78760 and above 5 4.80 0.447
promotion 20-39 40 4.18 0.712 0.576 3 0.63240-49 49 4.35 0.66350-59 19 4.16 0.76560 and above 5 4.20 0.837
total 20-39 40 4.17 0.520 1.311 3 0.27440-49 49 4.32 0.49150-59 19 4.13 0.61560 and above 5 4.49 0.506
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
3. Comparing customer satisfaction with service focusing on the marketing mix across Occupation
Table 8 Analysing the level of customer satisfaction with service focusing on the marketing mix across Occupation
Factor Occupation N Mean Std. Deviation
F df Sig.
product Student 7 4.09 0.755 1.417 4 0.233Employed 77 4.28 0.500Self-employed 17 4.28 0.523Unemployed 7 4.00 0.643Retired 5 3.82 0.232
price Student 7 4.00 1.000 1.229 4 0.303Employed 77 4.31 0.674Self-employed 17 4.12 0.697Unemployed 7 3.86 0.378Retired 5 4.00 0.707
Place Student 7 3.86 0.900 1.036 4 0.392Employed 77 4.34 0.681Self-employed 17 4.35 0.606Unemployed 7 4.00 0.816Retired 5 4.20 1.304
promotion Student 7 4.29 0.756 0.773 4 0.545Employed 77 4.29 0.723Self-employed 17 4.29 0.686Unemployed 7 3.86 0.378Retired 5 4.00 0.707
Total Student 7 4.06 0.792 1.366 4 0.251Employed 77 4.30 0.505Self-employed 17 4.26 0.504Unemployed 7 3.93 0.488Retired 5 4.00 0.469
4. Comparing customer satisfaction with service focusing on the marketing mix across purpose of visit
Table 9 Analysing the level of customer satisfaction with service focusing on the marketing mix across purpose of visit
Factor Purpose of visit N Mean Std. Deviation
F df Sig.
product Business 5 3.85 0.228 1.988 3 0.120Leisure 91 4.21 0.524Convention 4 4.57 0.351Honey Moon 13 4.41 0.586
price Business 5 4.00 0.707 0.727 3 0.538Leisure 91 4.20 0.703Convention 4 4.25 0.500Honey Moon 13 4.46 0.660
Place Business 5 4.20 0.447 1.749 3 0.161Leisure 91 4.22 0.742Convention 4 4.75 0.500Honey Moon 13 4.62 0.650
promotion Business 5 4.00 0.000 0.828 3 0.481
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Leisure 91 4.22 0.712Convention 4 4.50 0.577Honey Moon 13 4.46 0.776
total Business 5 4.01 0.262 1.749 3 0.161Leisure 91 4.21 0.538Convention 4 4.52 0.231Honey Moon 13 4.49 0.510
5. Comparing customer satisfaction with service focusing on the marketing mix across nationality
Table 10 Analysing the level of customer satisfaction with service focusing on the marketing mix across nationality
Factor Nationality N Mean Std. Deviation
F df Sig.
product Australia 34 4.49 0.455 4.988** 5 0.000South Africa 4 4.59 0.336Asia 31 4.03 0.583Eastern Europe 9 4.31 0.298Western Europe 27 4.18 0.461North America 8 3.77 0.474
price Australia 34 4.50 0.707 3.271** 5 0.009South Africa 4 4.75 0.500Asia 31 4.00 0.730Eastern Europe 9 4.22 0.441Western Europe 27 4.19 0.622North America 8 3.75 0.463
Place Australia 34 4.59 0.657 2.631* 5 0.028South Africa 4 4.75 0.500Asia 31 4.07 0.772Eastern Europe 9 4.22 0.667Western Europe 27 4.19 0.681North America 8 4.00 0.756
promotion Australia 34 4.53 0.706 3.227** 5 0.009South Africa 4 4.50 0.577Asia 31 3.94 0.727Eastern Europe 9 4.33 0.707Western Europe 27 4.30 0.542North America 8 3.88 0.641
total Australia 34 4.53 0.505 5.555** 5 0.000South Africa 4 4.65 0.426Asia 31 4.01 0.534Eastern Europe 9 4.27 0.342Western Europe 27 4.21 0.425North America 8 3.85 0.458
* Sig. ≤ 0.05** Sig. ≤ 0.01
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
Table 11 Using LSD to compare the level of customer satisfaction with products across different nationalities
Nationality Australia South Africa
Asia Eastern Europe
West Europe
North America
4.49 4.59 4.03 4.31 4.18 3.77
Australia 4.49 - -0.10 0.46** 0.18 0.31* 0.72**
South Africa 4.59 - 0.56* 0.28 0.42 0.82**
Asia 4.03 - -0.28 -0.15 0.26
Eastern Europe 4.31 - 0.14 0.54*
Western Europe 4.18 - 0.40*
North America 3.77 -
* Sig. ≤ 0.05** Sig. ≤ 0.01
Table 12 Using LSD to compare the level of customer satisfaction with price across different nationalities
Nationality Australia South Africa
Asia Eastern Europe
West Europe
North America
4.50 4.75 4.00 4.22 4.19 3.75
South Africa 4.50 - -0.25 0.50** 0.28 0.31 0.75**Asia 4.75
- 0.75 0.53 0.56 1.00*Eastern Europe 4.00
- -0.22 -0.19 0.25Western Europe 4.22
- 0.04 0.47North America 4.19
- 0.44South Africa 3.75
-* Sig. ≤ 0.05** Sig. ≤ 0.01
Table 13 Using LSD to compare the level of customer satisfaction with Place across different nationalities
Nationality Australia South Africa
Asia Eastern Europe
West Europe
North America
4.59 4.75 4.07 4.22 4.19 4.00
South Africa 4.59 --0.16 0.52** 0.37 0.40* 0.59*
Asia 4.75- 0.69 0.53 0.56 0.75
Eastern Europe 4.07- -0.16 -0.12 0.06
Western Europe 4.22- 0.04 0.22
North America 4.19- 0.19
South Africa 4.00-
* Sig. ≤ 0.05
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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui
** Sig. ≤ 0.01
Table 14 Using LSD to compare the level of customer satisfaction with promotion across different nationalities
Nationality Australia South Africa
Asia Eastern Europe
West Europe
North America
4.53 4.50 3.94 4.33 4.30 3.88
South Africa 4.53 -0.03 0.59** 0.20 0.23 0.65*
Asia 4.50- 0.56 0.17 0.20 0.63
Eastern Europe 3.94- -0.40 -0.36* 0.06
Western Europe 4.33- 0.04 0.46
North America 4.30- 0.42
South Africa 3.88-
* Sig. ≤ 0.05** Sig. ≤ 0.01
Table 15 Using LSD to compare the level of customer satisfaction with Marketing Mix across different nationalities
Nationality Australia South Africa
Asia Eastern Europe
West Europe
North America
4.53 4.65 4.01 4.27 4.21 3.85
South Africa 4.53 - -0.12 0.52** 0.25 0.32* 0.68**Asia 4.65 - 0.64* 0.38 0.44 0.80**Eastern Europe 4.01 - -0.27 -0.20 0.16Western Europe 4.27 - 0.06 0.42North America 4.21 - 0.36South Africa 3.85
-* Sig. ≤ 0.05** Sig. ≤ 0.01
44