CHAPTER IV MARKETING MIX OF SERVICES …shodhganga.inflibnet.ac.in/bitstream/10603/9521/12/12...121 CHAPTER –IV MARKETING MIX OF SERVICES OFFERED BY HOTEL OWNERS INTRODUCTION Here

121

CHAPTER –IV

MARKETING MIX OF SERVICES OFFERED BY HOTEL OWNERS

INTRODUCTION

Here the researcher analyses the various services’ marketing mix

provided by the hotel owners to their customers and the various services availed

by the customers from the hotels. Majority of the hotels taken to the study are

boarding and lodging hotels which provide catering and restaurant facilities, first

aid facility etc. Only star hotels provide gym facilities, beauty parlour facilities,

cultural shows etc. The hotel owners use various advertising media, sales

promotion tools and discount facilities to attract their customers.

SERVICES MARKETING MIX

122

Marketing professionals and specialists use many tactics to attract and

retain their customers. These activities comprise of different concepts, the most

important one being the marketing mix. There are two concepts for marketing mix:

4P and 8P. The concept of 4Ps has been long used for the product industry while

the latter has emerged as a successful proposition for the services industry.

8 P’S OF MARKETING MIX

PRODUCT

Product must provide value to a customer but does not have to be tangible

at the same time. Basically, it involves introducing new products or improving the

existing products.

PRICE

Pricing must be competitive and must entail profit. The pricing strategy can

comprise of discounts, offers and the like.

PLACE

123

Place refers to the place where the customers can buy the product and

how the product reaches out to that place. This is done through different channels,

like Internet, wholesalers and retailers.

PROMOTION

Promotion includes the various ways of communicating to the customers

of what the company has to offer. It is about communicating about the benefits of

using a particular product or service rather than just talking about its features.

PEOPLE

People refer to the customers, employees, management and everybody

else involved in it. It is essential for everyone to realize that the reputation of the

brand that you are involved with is in the people's hands.

PROCESS

Process refers to the methods and process of providing a service and is

hence essential to have a thorough knowledge on whether the services are helpful

to the customers, if they are provided in time.

PHYSICAL EVIDENCE

124

Physical evidence refers to the experience of using a product or service.

When a service goes out to the customer, it is essential that the organization helps

the customers what he has to buy or not. For example- brochures, pamphlets etc

serve this purpose.

PERCEPTION

Perception is the manner in which a person understands someone or

something. It is a cognitive or knowing process. Perception is an important mediating

cognitive process through which persons make interpretations of the stimulus or

situation they are faced with.

Figure 4.1

8 P’S OF MARKETING MIX

125

CATERING AND RESTAURANT SERVICES

In hotel industries catering and restaurant services is one of the important

things, because the hotel industries’ main aim is to provide hospitality services to its

8P’s in Marketing

Mix

Product

Price

Place

Promotion

People

Process

Physical Evidence

Perception

126

customers. Only boarding and lodging hotels provide catering and restaurant

services to their customers.

TABLE- 4.1


S.No. Particulars No. of hotels

Percentage

1. Boarding & Lodging 18 72

2. Lodging only 7 28

Total 25 100

Source: Primary data

Table 4.1 shows the detail regarding catering and restaurant services

offered by the hotels. 72% of the hotels offer catering and restaurant services and

28% of the hotels offer lodging services only.

Thus, 72% of the hotels offer catering and restaurant services along with

lodging services. This facility is very useful to the customers to satisfy their

immediate needs.

CULTURAL SHOWS

127

In resort hotels and star hotels cultural shows are arranged to entertain

the customers. This will increase the goodwill and hospitality services of the

customers.

TABLE- 4.2

PROVISION OF CULTURAL SHOWS

S.No. Particulars No. of hotels Percentage

1. Cultural shows provided 9 36

2. Cultural shows not provided 16 64

Total 25 100


Table 4.2 shows information about the cultural shows provided by the

hotels. 64% of the hotels do not provide cultural shows and only 36% of the hotels

provide cultural shows. It is clearly shown that only resort and star hotels provide

cultural show facility to their guests.

Thus, 64% of the hotels do not provide cultural shows to their guests. This

facility is provided by star hotels only.

BEAUTY PARLOURS

128

Most of the star hotels and resorts have beauty parlours. It is one of the

service mixes to attract the customers. Regular customers and rich customers are

regularly using these beauty parlour facilities.

Table- 4.3

PROVISION OF BEAUTY PARLOURS


1. Provision of beauty parlours 5 20

2. No provision of beauty parlours

20 80

Total 25 100


Table 4.3 provides information about the beauty parlour facilities offered

by the hotels. 80% of the hotels do not provide beauty parlor facilities and only

20% of the hotels provide beauty parlour facilities. It is clearly shown only resort

and star hotels provide beauty parlor facility to their guests.

Thus, 80% of the hotels not provide beauty parlor facility to their guests.

Only large size hotels provide this facility to their customers.

129

GYM FACILITY

Gym facility is helpful for the customers to shape their body. The long standing

customers, who used to stay regularly for a longer period of time, use this gym

facility. It will also increase the demand for the hotels.

Table-4.4

GYM FACILITY


1. Provision of gyms 6 24

2. No provision of gyms 19 76

Total 25 100


Table 4.4 provides the details about the gym facilities offered by the hotels.

76% of the hotels do not provide gym facilities and only 24% of the hotels provide

gym facilities to their guests. It is clearly shown that only resort and star hotels

provide gym facility to their guests.

Thus, 76% of the hotels do not provide gym facility to their guests. This

facility is provided only in star hotels.

TELEPHONE FACILITY

130

For communicating information from one person to another person the

telephone facility is provided by the hotels for their customers. Nowadays even

internet facility is also provided to hotel rooms.

Table-4.5

TELEPHONE FACILITY


1. Facility available 24 96

2. Not available 1 4

Total 25 100


Table 4.5 shows information about the telephone facilities provided by the

hotels. 96% of the hotels provide telephone facilities to their guests and only 4% of

the hotels do not provide telephone facilities. It is clearly shown that majority of the

hotels provide telephone facilities to their guests.

Thus, 96% of the hotels provide telephone facilities to their guests. This

facility is very helpful for the customers to communicate to others.

131

FIRST AID FACILITY

First aid facility is a basic facility in each and every organization; likewise

the hotels also provide first aid facility to its customer. In Thanjavur district most of

the hotels provide first aid facilities.

Table-4.6

FIRST AID FACILITY




Total 25 100


Table 4.6 gives information about the first aid facility provided by the

hotels. 96% of the hotels provide first aid facility to their guests and only 4% of the

hotels do not provide first aid facility. It is clearly shown that majority of the hotels

provide first aid facility to their guests.

Thus, 96% of the hotels provide first aid facility to their guests. This facility

is most needed for the customers at the time of emergency.

132

AMBULANCE FACILITY

Ambulance facility is provided for emergency and serious conditions of the

guests. In Thanjavur district only star hotels has this ambulance facility.

Table-4.7

AMBULANCE FACILITY




Total 25 100


Table 4.7 provides information about the ambulance facility offered by the

hotels. 16% of the hotels provide ambulance facility to their guests and 84% of the

hotels do not provide ambulance facility. It is clearly shown that majority of the hotels

do not provide ambulance facility to their guests and only star hotels provide

ambulance facility.

Thus, 84% of the hotels do not provide ambulance facility to their guests

TICKET BOOKING FACILITY

133

In every hotel booking of tickets is one of the important services. For

rendering service to the guests they provide ticket booking facility, arrangement of

transportation and temple dharshan. In Thanjavur district most of the hotels provide

ticket booking facilities.

Table 4.8

TICKET BOOKING FACILITY




Total 25 100


Table 4.8 reveals information about the ticket booking facility provided by

the hotels. 84% of the hotels provide ticket booking facility to their guests and only

16% of the hotels do not provide ticket booking facilities. It is clearly shown that

majority of the hotels provide ticket booking facility to their guests.

Thus, 84% of the hotels provide ticket booking facility to their guests.

CREDIT CARD PAYMENT

134

Now-a-days most of the institutions accept credit card payment. Likewise,

the hotels also accept credit card payment. In Thanjavur district most of the hotels

accept credit card payment.

Table-4.9

CREDIT CARD PAYMENT

SL.No. Particulars No. of hotels Percentage

1. Credit card payment 18 72

2. No credit card payment 7 28

Total 25 100


Table 4.9 gives details about the credit card payment facilities accepted by

the hotels. 72% of the hotels accept credit card payment facilities by their guests and

only 28% of the hotels do not accept credit card payment facilities. It is clearly shown

that majority of the hotels accept credit card payment facilities nowadays to facilitate

their guests.

Thus, 72% of the hotels accept credit card payment facilities to make their

guests stay easy.

135

LIFT FACILITY

This is also one of the services mix in hotel industries. Most of the star hotels are

multi storey buildings so, they have lift facility. These lift facilities are very helpful to

the guests for their easy movement. In Thanjavur district most of the hotels have lift

facilities.

Table-4.10

LIFT FACILITY




Total 25 100


Table 4.10 gives information about the lift facility provided by the hotels.

72% of the hotels provide lift facility to their guests and only 28% of the hotels do not

provide lift facility. It is clearly shown that majority of the hotels provide lift facility to

their guests and resorts and small size hotels do not provide lift facility.

Thus, 72% of the hotels provide lift facility to their guests.

136

ADVERTISING MEDIA USED

Advertising is one of the promotional mixes to improve the marketing of

hotel services. The hotel owners use print media, broadcast media and telecast

media to advertise their services.

Table-4.11

ADVERTISING MEDIA USED


1. Print Media 11 44

2. Broadcast Media 4 16

3. Telecast Media 6 24

4. No media used 4 16

Total 25 100


Table 4.11 shows the information regarding the type of advertising used

by the hotels. 44% of the hotels use print media, 24% of the hotels use telecast

media, 16% of the hotel owners use broadcast media and 16% of the hotel owners

do not use any media for their hotel advertisement. It is clearly shown that majority

of the hotels use print media for their advertisement.

Thus, 44% of the hotel owners use print media for their hotels’

advertisement.

ANOVA

137

Ho: There is no significant relationship between types of hotel and types of media

used for advertisement.

Types of Hotel

Total

Lo

dg

ing

on

ly

Bo

ard

ing

&

Lo

dg

ing

S

tar

ho

tels

Media

used for

advertisem

ent

Print media 6 6 6 18

Broadcast

media

0 2 1 3

Telecast Media 2 5 6 13

Websites 0 4 8 12

Total 8 17 21 46

Model Sum of

Squares df

Mean Square

F

Between column

22.17 2 11.08 3.24

Between Row

39 3 13 3.80

Residual 20.5 6 3.42

Total 81.67 11

The calculated value of F is less than the table value at 5% level of

significance for (2, 6) degrees of freedom F 0.05 = 5.14 and for (3, 6) degrees of

freedom F 0.05 = 4.76. Therefore, hypothesis is accepted.

It is concluded that there is significant relationship between hotels and

types of media used for advertisement.

SALES PROMOTION TOOLS USED

138

In each and every hotel industry their ultimate aim is to increase the sales

through sales promotion tools. The sales promotion tools used in hotel industry are

Brochure, folder, packaging, display materials, attraction leaflets and special offers

pamphlets.

Table-4.12

SALES PROMOTION TOOLS USED


1. Brochure 15 60

2. Folder 1 4

3. Packaging 1 4

4. Display Materials 2 8

5. Attraction Leaflets 2 8

6. Special Offers Pamphlets 4 16

Total 25 100


Table 4.12 displays the information regarding the sales promotion tools

used by the hotels owners. 60% of the hotels used brochure, 16% of the hotels use

special offers pamphlets, 8% of the hotel owners use display materials, 8% of the

hotel owners use attraction leaflets, 4% of the hotel owners use folder and 4% of the

hotel owners use packaging as their sales promotion tools. It clearly shows that

majority of the hotels used brochure as sales promotion tool for their hotels.

Thus, 60% of the hotel owners use brochure for their hotels as sales promotion

tool.

DISCOUNTS OFFERED BY THE HOTEL OWNERS

139

In Thanjavur district the hotel owners provide discount facility to their

regular customers. Here, the hotels provide seasonal discounts, trade discounts and

special discounts. Most of the hotels provide special discounts to their customers.

Table-4.13

DISCOUNTS OFFERED BY THE HOTEL OWNERS


1. Seasonal Discounts 2 8

2. Trade Discounts 3 12

3. Special Discounts 20 80

Total 25 100


Table 4.13 shows the information regarding the discounts offered by the

hotel owners. 80% of the hotel owners provide special discounts, 12% of the hotel

owners provide trade discounts and 8% of the hotel owners provide seasonal

discounts to their customers. As majority of the respondents were professionals and

employees it is clear that they used to stay in the hotel for a minimum of 2 days for

the purpose of conference and employment. So, the hotel owners offer special

discounts to professionals and other educationists.

Thus, 80% of the hotel owners offer seasonal discounts to their

customers. It is one of the ways to attract regular customers and at the same time to

market the services.

DISTRIBUTION STRATEGY USED BY THE HOTEL OWNERS

140

Hotels regularly use distribution strategy. The distribution strategies are

through tour operators, travel agents and websites. Some of the hotels use all the

strategies, some hotels use two strategies and some hotels use only one strategy.

This is helpful for the hotel owners to increase the marketing of their hotels.

Table-4.14

DISTRIBUTION STRATEGY USED BY THE HOTEL OWNERS


1. Tour operators 20 35

2. Travel Agents 24 41

3. Websites 14 24

Total 58 100


Table 4.14 reveals the information regarding the distribution strategy used

by the hotel owners. 41% of the hotel owners use travel agents as their distribution

strategy, 35% of the hotel owners use tour operators as their distribution strategy

and 24% of the hotel owners use website as their distribution strategy.

Thus, 41% of the hotel owners use travel agents for their distribution

strategy. The distribution strategy pattern varies and there is no particular preference

for the hotel owners.

MARKETING MIX OF SERVICES AVAILED BY THE CUSTOMERS

141

The marketing mixes of services are provided by the hotel owners and at

the same time the guests also enjoy the benefits of the services mix.

RECEPTION COUNTER

In every organization reception counter is important one. Especially in

hotel industry the reception counter is a must. It is helpful for the customers to know

about the features of the hotel and the services offered by the hotels. And also it

provides information about availability of rooms etc.

Table-4.15

RECEPTION COUNTER

SL.No. Particulars No. of

Respondents Percentage

1. Always 244 81

2. Occasionally 50 16

3. Never 8 3

Total 302 100


Table 4.15 gives the information regarding the reception counter service

availed by the respondents. 81% of the respondents always avail the reception

facilities, 16% of the respondents occasionally avail the facility and 3% of the

respondent never avail this reception facility.

Thus, 81% of the respondents avail reception counter’s facilities of their hotels.

This is one of the services mix for running the hotels.

142


Catering and restaurant services are the main service provided by each

and every hotel. The star hotels and both boarding and lodging facility hotels provide

this kind of services to its customers. It provides food facilities, lodging facilities in a

good manner.

Table-4.16




1. Always 169 56


3. Never 78 26

Total 302 100


Table 4.16 shows the information regarding the catering and restaurant

services availed by the respondents. 56% of the respondents always avail the

facilities, 26% of the respondents never avail the facility and 18% of the respondent

occasionally avail this catering and restaurant facilities.

Thus, 56% of the respondents avail catering and restaurant facilities of

their hotels.

143

TELEVISION FACILITY

Nowadays television facility is provided in all the hotels. This is very

comfortable for the respondents to spend their time leisurely.

Table-4.17

TELEVISION FACILITY

S.No. Particulars No. of


1. Always 207 69


3. Never 55 18

Total 302 100


Table 4.17 provides the information regarding the television service

availed by the respondents. 69% of the respondents always avail the television

services, 18% of the respondents never avail the facility and 13% of the respondent

occasionally avail this television services.

Thus, 69% of the respondents avail television services to their hotels. The

customers watch the television during their free time.


144

Medium and large size hotels provide cultural shows. It is one of the

important promotional tools. To attract the customers the hotel owners arrange

cultural shows to their customers. Here, the hotel owners arrange dance, music and

festival celebrations of local culture to entertain their guests.

Table-4.18




1. Always 36 12


3. Never 150 50

Total 302 100


Table 4.18 reveals the information regarding the cultural shows availed by

the respondents. 50% of the respondents never enjoy the cultural shows, 38% of the

respondents occasionally avail the facility and 12% of the respondent always avail

this facility. It clearly shows that only star hotels and resort hotels provide cultural

shows to their customers.

Thus, 50% of the respondents do not enjoy the cultural shows provided by

their hotels, because most of the people stay in the hotels for occupation, marriage

or pilgrimage purpose.

GYM FACILITY

145

The gym facility is one of the important promotional tools to attract the

customers. Now a day the customers are health conscious and increasingly more

number of customers avail this facility offered at their stay.

Table-4.19

GYM FACILITY



1. Always 84 28


3. Never 164 54

Total 302 100


Table 4.19 highlights details about the gym facilities availed by the

respondents. 54% of the respondents never enjoy the gym facilities, 18% of the

respondents occasionally avail the facility and 28% of the respondent always avail

this facility. It clearly shows that only star hotels and resort hotels provide gym

facilities to their customers.

Thus, 54% of the respondents do not enjoy the gym facilities of their

hotels. Only business professionals avail the gym facilities.

146

FIRST AID FACILITY

First aid facility is a must for each and every organization likewise hotels

also have first aid facilities. This extent of this facility depends upon the size of the

hotels.

Table-4.20

FIRST AID FACILITY



1. Always 116 38


3. Never 76 25

Total 302 100


Table 4.20 shows the information regarding the first aid facilities availed

by the respondents. 38% of the respondents utilize the first aid facilities, 37% of the

respondents occasionally avail the facility and 25% of the respondent never uses

this facility. It is clearly shown that all the hotels provide first aid services to their

customers.

Thus, 38% of the respondents utilize first aid facilities to their hotels.

TEMPLE DHARSHAN AND VISITING PLACES

147

In the modern world most of the hotels provide arrangements for visiting

temples and other important places. It is also one of the methods to attract the

customers. This facility is helpful for the customers to easily visit the places.

Table-4.21

TEMPLE DHARSHAN AND VISITING PLACES



1. Always 128 42


3. Never 86 29

Total 302 100


Table 4.21 details about the temple dharshan and visiting places services

provided by the hotels to their respondents. 42% of the respondents always avail

this facility, 29% of the respondents occasionally avail the facility and 29% of the

respondent never avail this facility. It is clearly shown that all the type of hotels

provides temple dharshan and arrangement for visiting places facilities to their

customers.

Thus, 42% of the respondents utilize temple dharshan and arrangement

for visiting places facilities of their hotels.

OFFERING TIPS TO THE EMPLOYEES

148

Generally the hotel owners allow the employees to receive the tips. The

customers recognize the service of employees and they give tips.

Table-4.22

OFFERING TIPS TO THE EMPLOYEES



1. Always 110 36


3. Never 55 18

Total 302 100


Table 4.22 infers the information regarding the tips provided by the

respondents to their service providers. 46% of the respondents occasionally give tips

to their service providers, 36% of the respondents occasionally give tips and 18% of

the respondents never provide tips to their service providers. It is clearly shown that

majority of the respondents occasionally provide tips to their service providers.

Thus, 46% of the respondents occasionally provide tips to their service

providers. 36% of the customers always provide tips to the customers. It is one of

the ways to encourage the service providers.

CAR PARKING FACILITY

149

Nowadays hotels provide car parking facility to their customers.

Customers come to hotels by their two wheelers or four wheeler vehicles. To park

their vehicles the hotels provide car parking facility. That facility is also one of the

attractions to induce the customers to stay.

Table-4.23

CAR PARKING FACILITY



1. Always 242 80


3. Never 18 6

Total 302 100


Table 4.23 gives details about the car parking facility availed by the

respondents. 80% of the respondents always avail this facility, 14% of the

respondents occasionally avail the facility and only 6% of the respondent never avail

this facility. It is clearly shows that all the hotels provide car parking facility to their

customers.

Thus, 80% of the respondents utilize car parking facility from their hotels.

MEDIA ATTRACTION

150

Most of the customers are attracted by various Medias. They are print

media, broadcast media, telecast media, electronic media, and others. These

Medias are very helpful for the customers to select the hotel.

Table-4.24

MEDIA ATTRACTION



1. Print media 59 20

2. Broadcast media 56 18

3. Telecast media 77 26

4. Electronic media 58 19

5. Others 52 17

Total 302 100


Table 4.24 portrays the information regarding the type of media that the

respondents were attracted to. 26% of the respondents were attracted by telecast

media, 20% of the respondents were attracted by print media, 19% of the

respondents were attracted by electronic media, 18% of the respondents were

attracted by broadcast media and only 17% of the respondents were attracted by

other Medias. It is clearly shown that all the hotels provide different type of

advertisement to their hotels.

Thus, 26% of the respondents were attracted by telecast media, because

this media attract all type of people and it is available in their home.

151

CHI – SQUARE TEST

Hypothesis: H0

There is no significant relationship between age of respondent and media attraction.

Cross tabulation

Media Attraction

Total

Pri

nt

med

ia

Bro

ad

cast

med

ia

Tele

cast

med

ia

Ele

ctr

on

ic

med

ia

Oth

ers

Age of the

Respondents

21-30 29 33 34 36 22 154

31-40 10 13 27 7 6 63

41-50 20 10 16 15 24 85

Total 59 56 77 58 52 302

Chi-Square Tests

Value df Asymp. Sig.(2-

sided)

Pearson Chi-Square 26.328 8 .001

Likelihood Ratio 25.291 8 .001

Liner-by-Linear Association

1.093 1 .296

N of valid Cases 302

0 cells (.0%) have expected count less than 5. The minimum expected count is

10.85.

152

Degrees of Freedom = 8

Chi Square Value = 26.328

Table value = 15.5

The distribution is significant at 5% level.

Result:

As the χ2 value is greater than table value we reject the hypothesis. There

is relationship between age of the respondent and media attraction.

153

DISCOUNTS OFFERED TO THE CUSTOMERS

For the benefit of the customers the hotel owners provide various discount

facility to their customers. The discount facilities are seasonal discount, trade

discount and special discounts. Most of the hotels provide special discount to their

customers.

Table-4.25

DISCOUNTS OFFERED TO THE CUSTOMERS



1. Seasonal Discounts 56 19

2. Trade Discounts 41 14

3. Special Discounts 83 27

4. No Discounts 122 40

Total 25 100


Table 4.25 provides the information regarding the type of discounts

enjoyed by the respondents. 27% of the respondents enjoy special discounts,

because most of the hotels provide special discount to their regular customers and

institutions, 19% of the respondents enjoy seasonal discounts at the time of training

provided by various institutions and temple festivals, 14% of the respondents enjoy

trade discounts for those who stay for the purpose of trade and trade related

activities, 40% of the respondents do not avail any type of discounts. It clearly shows

that the hotels provide discount facilities to regular customers only.

154

Thus, 40% of the respondents do not utilize any type of discounts from

their hotels. 27% of the customers get special discounts because they are regular

customers.

SELECTION OF HOTELS

Nowadays the hotel customers are selecting the hotels through tour

operators, travel agents and friends. These people are very helpful to the customers

to select the hotel.

Table-4.26

SELECTION OF HOTELS

S.No. Particulars Frequency Percentage

1. Tour operators 44 11

2. Travel Agents 78 20

3. Friends 183 47

4. Others 88 22

Total 393 100


Table 4.26 gives the details about the selection of hotels by the respondents.

47% of the respondents select hotels with the help of friends, 22% of the

respondents select hotels through other sources, 20% of the respondents select

through travel agents and 11% of the respondents select hotels with the help of tour

operators.

Thus, 47% of the respondents selected hotel with the help of their friends.

155

WAITING TIME

In every boarding type of hotels the customers wait for their food

preparation, or due to non availability of waiter and non availability of

accommodation. It takes less than 15 minutes to more than 30 minutes.

Table-4.27

WAITING TIME



1. Less than 15 minutes 126 58

2. 15-30 minutes 86 40

3. More than 30 minutes 5 2

Total 217 100


Table 4.27 reveals the information about the duration of waiting for the

orders of the respondents. 58% of the respondents wait for their orders for less than

15 minutes, 40% of the respondents wait for 15-30 minutes, and 2% of the

respondents wait for more than 30 minutes. It clearly shows that all the hotels

provide their services within short duration.

Thus, 58% of the respondents were waiting for their orders for less than

15 minutes. This time is for the preparation of food.

156

REASONS FOR WAITING

Due to various reasons like non availability of accommodation, non

availability of waiter and time taken for food preparation the customers have to wait

for their food.

Table-4.28

REASONS FOR WAITING



1. Non availability of accommodation 23 11

2. Non availability of waiter 15 7

3. Time taken for food preparation 177 81

4. Others 2 1

Total 217 100


Table 4.28 highlights details about the reasons for waiting the orders. 81%

of the respondents wait for time taken for food preparation, 11% of the respondents

wait for non availability of accommodation, 7% of the respondents wait for non

availability of waiters and only 1% of the respondents wait for other reasons.

Thus, 81% of the respondents used to wait for time taken for food

preparation.

157

CHI – SQUARE TEST

Hypothesis: Ho

There is no significant relationship between waiting time and Reasons for waiting.

Cross tabulation

Reasons for waiting

Total

No

n a

vail

ab

ilit

y

of

acco

mm

od

ati

on

No

n a

vail

ab

ilit

y

of

wait

er

Tim

e t

aken

fo

r

foo

d

pre

para

tio

n

Waiting

Time

Less than

15 minutes

6

6

112

124

15-30

minutes

17

8

61

86

More than

30 minutes

-

1

6

5

Total 23 15 179 217

158

Chi-Square Tests

Value df Asymp. Sig.(2-sided)

Pearson Chi-Square 17.660 6 .007

Likelihood Ratio 18.222 6 .006

Liner-by-Linear Association

11.717 1 .001

No. of valid Cases 217

6 cells (50.0%) have expected count less than 5. The minimum expected count is

.05

Degrees of Freedom = 6

Chi Square Value = 17.660

Table value = 12.6

the distribution is significant at 5% level.

Result: As the χ2 value is greater than table value we reject the hypothesis. There

is relationship between waiting time and reasons for waiting.

159

CONCLUSION:

In this chapter the researcher provides information about the marketing mix

of services provided by the hotel owners and the various services mix enjoyed by

the customers’. It shows that the hotel owners offer various services mix, at the

same time the customers also were benefited all the services mix.

In hotel industries 72% of the hotels provide both boarding and lodging

facilities, only 20% of the hotels provide cultural shows, gym facilities, beauty parlors

and ambulance facilities

96% of the hotels provide telephone and first aid facilities. 80% of the

hotels provide ticket booking facility, credit card payment and lift facility. 40% of the

hotel owners used print media and brochures for their advertisement. 80% of the

hotel owners offer seasonal discounts to their customers, and 41% of the hotel

owners used travel agents for their distribution strategy.

In the services provided by the hotel industries 80% of the customers avail

more than 50% of the services provided by the hotels.

Documents

CHAPTER IV MARKETING MIX OF SERVICES …shodhganga.inflibnet.ac.in/bitstream/10603/9521/12/12...121 CHAPTER –IV MARKETING MIX OF SERVICES OFFERED BY HOTEL OWNERS INTRODUCTION Here