Table of Contents

 

1.0 Problem Statement and Research Objectives  1

1.1 Problem Statement  1

1.2 Research Objectives  1

1.2.1 The visitors' expectations to The YoLin House  2

1.2.2 The relationship between the visitors' satisfaction and the hotel's market interest  2

2.0 Research Design  2

3.0 Data Collection Methods  3

3.1 Questionnaire Format  3

3.2 Semi-structured Interview  3

4.0 Qualtrics Survey  4

5.0 Sample Selection  5

6.0 Ethical Considerations  5

7.0 Data Analysis Techniques  6

8.0 Conclusion  6

9.0 References  7

 

1.0Problem Statement and Research Objectives
 

Problem Statement

The main purpose of this report is to explore customers' satisfaction on staying at The YoLin House which further influences the hotel's market interest. The YoLin House is located in the central of the Sydney CBD on the George Street, with magnificent views of Sydney and very close to the tourism attractions, such as Entertainment Places, Shopping Malls, Darling Harbor, Bondi Beach and Sydney Harbor Bridge. The significant geographic advantage contributes to the attraction to the tourists. Good service provided by the hotel may satisfy the customers and may bring a subsequence market interest. Using a factor analysis technique, this research carried out several essential elements that might affect customers' choice intentions: ‘Service Quality', ‘Room Environment', ‘E-communication services', ‘General Amenities' and ‘Business-related facilities'.

 

Research Objectives

The visitors' expectations to The YoLin House

 

Consumer satisfaction is very important for the hotel of their service quality which is also related to their marketing. Costumers' satisfaction is the basic and essential factor for the hotels to run a successful business. The consumption evaluations of guests behavior and attitude contribute to the investigation of costumers' satisfaction on service quality (Cooil, Keiningham, Aksoy, & Hsu, 2007).

 

The relationship between the visitors' satisfaction and the hotel's market interest

 

Although the research on costumers' expectations to the service is fiercely undertaken by different people, it is also unclear of the relationship between the expectation and the overall attitude of the guests. It is believed that the expectation is theretically different from service quality and the guests' attitude towards the company (Yuksel E., Philip L. & Graham R., 2008).#p#分頁標題#e#

 

In this report, main attention were taken to the service quality and costumers' satisfaction towards The YoLin House, which had further influence on the relationship with market interest increase.

 

In the hotel industry with fierce competition, in order to provide similar production and services like other hotels, The YoLin House should pave the way for outstanding products and services (Maria, M. & Jose, M., 2011). Therefore, in order to enhance the number of returning guests and market interests, The YoLin House should pay more attention to the specific needs of the customers.

 

2.0Research Design

 

This research aimed at investigating the tourists' attitude towards The YoLin House by collecting the data from questionnaires in the hall of the hotel and semi-interviews to some of the customers. The questionnaire format was divided into two parts: one was to understand the fundamental information of the visitors; and the other was to analyze the customers' main expectation. In this report, determinant analyses of both exploration and description were undertaken to examine the validity of the methods  (Yuksel E., et al., 2008). Data were gathered and analyzed from the investigation of 195 visitors stayed in The YoLin House in the recent time.

 

The literature in being can be used to analyze the satisfaction and happiness of consumers (Edwin & Kline, 2006). It is found by Edwin that guests' satisfaction is an essential and good factor to enhance the returning visit of the costumers and evaluate the relationship between them.

 

3.0Data Collection Methods

 

3.1 Questionnaire Format

 

In this study, a questionnaire format was designed to measure the travelers' perceptions and satisfaction levels towards the services and facilities provided by The YoLin House. The questionnaire instrument is better than the other methods like telephone, mail or focus groups. Questionnaire paper can be put on the desk of the check in/out desk, while the guests are waiting for check or inquire about something, they can fill it in. However, the methods of mail or telephone are less efficient than questionnaire because people always are impatient to receive these mail or calls, and it also may disturb their normal planning.

  

3.2 Semi-structured Interview

 

At the same time, a semi-structured interview was also taken place by the other members of our group. This interview could help us to know the other expectations that were not mentioned in the questionnaire paper, which provided a complementary way to the sole filling-in method. Also the interviewee can be the staff in the hotel for their observation of the costumers' needs. We had interviewed 36 visitors through semi-structured interviews who had just stayed at The ToLin House. Each of the consumers had to present 5 positive and 5 negative items of their expectations to the services of The YoLin House in the scope from service quality to the convenience of the traffic.#p#分頁標題#e#

 

4.0Qualtrics Survey

 

Qualitative and quantitative analyses can be collectively used to inquiry the expectations of the interviewed consumers (Chen & Joseph, 2011). use both qualitative and quantitative method to investigate the motivations of international volunteer tourists. The survey was performed by two groups, one was to complete the questionnaire section and the other was in charge of the semi-structure interview.

 

The questionnaire instrument consisted of two parts. The ?rst part was to present the demographic and fundamental characteristics of customers (Table 1). The second part measured the main factors which may influence the customers' satisfaction (Table 2). Travelers were asked to choose their basic related information and do some multi choice questions to illustrate their feeling of staying at The YoLin House. At the end of the paper, we added a blanket position for the customers to write down the most satisfied or dissatisfied factor if it existed.

 

The semi-structured interview included 5 positive and 5 negative questions about the main factors which related to service quality, room environment, e-communication services, general amenities and business-related facilities. For example, the interviewee may be asked about the service or the money that they paid for value or not.

 

5.0Sample Selection

 

Both of the two methods were of probability sampling.

 

Ivana, B., Anthelijia, I., Stankov & Milan, B. (2011) used the way of quantitative survey to analyze the quality of service in the hotel industry. Data was derived from the interviewee, and the data resource is from statistical analyzed questionnaire. Distinct proportions reflect the different expectations to service quality.

 

Being flexible and effective, a semi-structured interview allows other questions which have not been related in the questionnaire to be raised ( Dominici, G. & Guzzo, R ., 2010).

 

The consumers who were departing from The YoLin House were the main study objective for us. Data were gathered, over a 9-day period from the departing costumer aside the check in/out desk of The YoLin House via our questionnaire. Totally 195 effective questionnaires were made. And we chose every 5 customer to undertake the interview, so it would be regularly taken and totally 36 were interviewed.

 

6.0Ethical Considerations

 

The target of this study is to carry out the customer's satisfaction to The YoLin House. Questionnaire survey was undertaken to analyze the satisfaction, which surely included personal points and expectations. Therefore, the customers' privacy should be considered as the priority.#p#分頁標題#e#

 

Our questionnaire format adopted anonymous filling which protected the privacy of the customers at the maximum level. Then, these tables were just presented to get the expectations of the customers for collecting the data. After getting the research data they would be stored privately to guarantee the leakage of the personal information.

 

7.0Data Analysis Techniques

 

A descriptive analysis showed that the main purposes of the customers staying at The YoLin House were for vacation and business of respectively 42% and 38%. And the most concerned factors included the room environment and the convenience to get to their destinations. Most of the customers were satisfied with the geographic location of The YoLin House and the service quality of their staff.

 

For the Table 1, statistical method was applied to count travelers' demographic and fundamental information. For the Table 2, explanatory method was undertaken to analyze the main factors which may influence the customers' satisfaction. In this survey, it has conducted the factor analysis which can offer a better explanation to the structure of the collected figures. Then it also could subsequently provide simpli?ed regression procedures for further analysis (Li Ling-yee, 2011).

 

It is important to regard costumers' satisfaction as the essential factor of successful business success. Also it is related to a hot discussed topic among business marketing (Janghyeon, N., Yuksed, E. & Georgina, W., 2011). All those data indicated that the customers who were satisfied with the YoLin House were likely to return to the hotel for their next stay.

 

8.0Conclusion

After the analysis-both quantitative and qualitative- of the data collected, the consequence showed that most of the visitors were satisfied with The YoLin House for their good service quality and advantageous environment. However, to make more profit by better service or the returning stay of the costumers, the hotel should pay more attention towards their customization.

 

Customization, that is to say specific guest needs, is essential for the hotel to build a new image to the frequent visitors. These visitors may focus more on whether they are the priority to the YoLin House. Therefore, the relationship between the costumers' expectation and the market interest is set up.

 

To sum up, from the questionnaire format to the semi-structure interviews, it is apparent that The YoLin House needs to apply for a “push” marketing approach (Mohinder, C., 2010). Make specific customer needs will surely brings more returning guests and further to increase the market interest.

 

9.0References

 

Chen, L. & Chen, J. (2011). The motivations and expectations of      international volunteer tourists: A case study of ‘Chinese Village Traditions', Tourism Management, 32(2), pp: 435-442.

 

Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A longitudinal analysis

of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics.Journal of Marketing, 71(1), pp: 67–83.

 

Dominici, G. & Guzzo, R . (2010). Customer Satisfaction in the Hotel Industry: A Case Study from Sicily. International Journal of Marketing Studies , 2(2), pp: 3-12.

 

Edwin, N. & Kline, S. (2006). From satisfaction to delight: a model for the       hotel industry. International Journal of Contemporary Hospitality            Management, 18(4), pp: 290-301.

 

Ivana, B. & Andjelija, I. & Stankov & Milan, B. (2011). Research of expectations and perceived service quality in hotel. Revista de Tourism- Studii si Cercetari in Tourism, 11,pp:5-13.

 

Janghyeon, N. & Yuksed, E. & Georgina, W. (2011). Brand equity, brand loyalty and consumer satisfaction.Annals of Tourism Research, 38(3), pp: 1009-1030.

 

Li Ling-yee. (2011). Marketing metrics' usage: Its predictors and implications for customer relationship management. Industrial Marketing Management, 40(1), pp: 139-148.

 

Maria, M. & Jose, M. (2011). Organizational behavior and strategies in the adoption of certified management systems: an analysis of the Spanish hotel industry. Journal of cleaner production, 19 (13), pp: 1455 -1463.

 

Mohinder, C. (2010). The impact of HRM practices on service quality, customer satisfaction and performance in the Indian hotel industry. International Journal of Human Resource Management , 21(4), pp: 551-566.

 

Yuksel E. & Philip L. & Graham R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42, pp: 35 – 68.