Project Title : Factors Which Contribute to Enhance Customer’s Satisfaction and Barriers to Services of Woraburi Sukhumvit Hotel and Resort
By : Suchanaree Kaewjeen, Mudtiw Imwongsub, Ms.Punjama Pemayotin
Advisor : Ms.Punjama Pemayotin
Degree : Bechelor of Arts in Hotel Studies
Major : Hotel Studies
Faculty : Liberal Arts
Semester / Academic year : 2 /2016
Abstract
Woraburi Sukhumvit Hotel and Resort is located in Sukhumvit area which is a business area where the majority of the hotel customers are foreigners, and there are many competitors in this area. The objectives of this research are: 1) to study the behaviors of the hotel’s guests 2) to study the factors which affect the decision of the guests to choose their hotel in order to propose the result to the hotel management team to use as a part of the information for their decision to design marketing strategy, marketing approaches, and marketing promotion activities in order to address the customers’ needs, as well as to consider the ways to improve and develop hotel services to be highly effective. In this research, we conducted the survey with 53 participants who are the Woraburi Sukhumvit Hotel and Resort guests at the end of their stay, and we analyzed the detail of the statistic data by looking at the percentage data, and the average data.
In part 1, the demographic of the participants, the result shows that the majority in each aspects are as follows: the majority in gender is ‘male’ which is 28 persons and equal to 52.83 percent; the majority in age range is ‘26-35 years’ which is 25 persons and equal to 47.17 percent, the majority in occupation is ‘other’ which is 23 persons and equal to 43.40 percent; the majority in income range is ’15,001-30,001 baht’ which is 18 persons and equal to 33.96 percent.
In part 2, the behaviors of the hotel’s guest and the factors which contribute to the customer’s satisfaction, the result shows that the main factors are the location of the hotel which is easy to find and access, and the cleanliness of the hotel room. And the factor which contributes least to the customer’s satisfaction is the new technology for service.
In part 3, the detail of factors and the marketing programs which contribute to the customer’s satisfaction, the result shows that, in the “reliability” category, the most is the skills and knowledge of the hotel staff to provide services, and the least is the advertisements and promotions are aligned with the advertisements on the other websites or medias; in the “responsiveness” category, the most is the service- mind and the willingness of the hotel staff to take care of customers, and the least is the timeliness of the hotel staff to provide service to meet the needs of customers.
In part 4, the additional comments and suggestions from the participants suggest that the check-in and check-out staff should be speeded up, and the quality of facilities and technology devices should be improved.