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Name : Buddhisha Thamali JayasingheVIVA SESSION CODE : BM 25 (1)UWIC ID Number: : 20079341ICBT ID Number: :MT/CARDIFFMB/09/156
EFFECTIVENESS OF SERVICE MARKETING STRATEGIES & CUSTOMER SATISFACTION: a) A CASE STUDY OF HOTEL HAUS
BERLIN
Research Objectives To evaluate the effectiveness of marketing strategies of hotel Haus Berlin To measure the relationship between marketing strategies and customer
satisfaction To provide suggestions on improving the effectiveness of the above identified
strategies
Research Question
What extent the service marketing strategies are effectively practiced?
Literature Review
Concepts of Services and Service Marketing StrategiesSources: Kotler’s Principles of Marketing , Essentials of marketing 3rd edition of Jim Blythe, A Review of Marketing Mix: 4Ps or More, The Future of Service Marketing: Forecast from ten services experts. Journal of Service Marketing
Global Hospitality Industry and Its’ Service Qualityi. Trends of Global Hospitality industry
ii. Service Quality in Hospitality Industry
Sources: World Travel Market Reports & ITB World Travel Trends Report , Tourist Marketing Theory and Practice in Romania. [Online] , concepts of service quality measurement in hotel industry. ekon. misao praksa db
Customer satisfactionI. Factors affecting the customer satisfaction
II. Sustainable development and long term customer satisfaction
Conceptualization
Development of Hypothesis
H1. Higher the effectiveness of service process & quality, higher will be the customer satisfaction
H2 Higher the effectiveness of the people strategy, higher will be the customer satisfaction.
H3. Higher the effectiveness of promotion and pricing strategy, higher will be the customer satisfaction
H4. Higher the effectives of place and physical environment strategy, higher will be the customer satisfaction
Research Design
Population : Based on the number of foreign and local guests arrived to hotel Haus Berlin from the year 2012
Sample Selection: Among the above population, guests who are above 18 years of age and whom have stayed more two room nights were selected for the sample.
Sample Size : 88 guests Initially 100 number of guests were selected as the sample size and ‘88’ of them were finally selected for the final sample
Data collection method: Author developed questionnaire
Data AnalysisI. Analysis of Demographic factors
Click here for obtained data
Analysis of Identified Variables
Identified Variable
Mean response
Service quality & Process
4.17
People 3.24
Price 3.25
Place & physical environment
3.88
II. Analysis of Section ‘B’ Questionnaire Hypothesis Testing
Hypothesis Pearson Correlation Factor
H1. Higher the effectiveness of service process & quality, higher will be the customer satisfaction
0.188
H2 Higher the effectiveness of the people strategy, higher will be the customer satisfaction.
-0.058
H3.Higher the effectiveness of promotion and pricing strategy, higher will be the customer satisfaction
0.201
H4.Higher the effectives of place and physical environment strategy, higher will be the customer satisfaction
0.174
( Analysis was done using SPSS, version 23 )
Conclusions Evaluation of the demographic variables
Evaluation of relationship between service quality and process with customer satisfaction
Evaluation of relationship between people and customer satisfaction
Evaluation of relationship between price and promotion with customer satisfaction
Evaluation of relationship between place and physical environment with customer satisfaction
Recommendations Employee reformation and staff restructuring
Price Restructuring
Further Enhancement of Service Quality and Customer Satisfaction
Research Limitations
This study will only confined to the tourist arrivals of hotel Haus Berlin with in the mentioned time duration
It was found that there was a probability of not providing the accurate data by the responds as they were not benefited with filling the questionnaire
Management barriers and restrictions on providing accurate secondary data.
Suggestions For The Future Research It is suggested to conduct a research to find the effectiveness of external
factors on the customer satisfaction at hotel Haus Berlin.
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