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The Effective Aspects of Customer Satisfaction in Hotel Industry in Kish Island (IRAN)

Mohajerani, Pardis | 2010

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 40800 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Miremadi, Alireza
  7. Abstract:
  8. The purpose of this study was to find out the effective factors on customer satisfaction and its consequences in Kish Island (IRAN).In this research the researcher had used two different kind of sample the first sample is customers of three different hotels of 3 star, 4 star, 5 star and The second sample are managers of these hotels. The sample size was 285 of hotel customers and 11 of hotel managers. The first purpose of this study was to identify the drivers and results of customer satisfaction and also identifying there relationship with customer satisfaction. The second goal of this study was to propose a customer satisfaction model for hotel industry in kish island (IRAN). In this study, we considered two different perspectives. The third purpose of this study was to determine whether there is a significant difference between these two perspectives or not and what customer satisfaction factors have a major role in making these differences. The forth objective was to find out whether there is a significant difference between male and female customers or not. This study used Spss to organize and analyze all the data collected. The research instruments were exploratory factor analysis (included factor analysis, reliability analysis and validity analysis), descriptive analysis, correlation analysis, and regression analysis, MANOVA, and independent- samples test. The findings of this study were: •The questionnaire which had been used in this study was a reliable and valid instrument. •It had been concluded that perceive value, perceived quality, image, and customer expectation have positive effect on customer satisfaction. In addition customer satisfaction had a positive impact on customer loyalty and negative impact on complaining behavior. •According to the results which was extracted from the research has shown that customer satisfaction can be predicted by image, customer expectation, perceived value, and perceived quality. Therefore they had entered the customer satisfaction model. Moreover, customer loyalty and complaining behavior are the different results of customer satisfaction. •According to results of MANOVA customer loyalty and complaining behavior are both significantly effective in this model. In addition, the positive relationship between customer loyalty and negative relationship between complaining behavior and customer satisfaction is clear. •In another part of the research, an independent sample t-test was conducted to compare the customer satisfaction rate for males and females. The researcher found out there is no significant differences between customer satisfaction of males) and females. •In another part of the research, an independent sample t-test was conducted to compare the customer satisfaction perceptions differences between hotel managers and customers. In addition, researcher applied t-test to find out the differences between perceptions of perceived quality, perceived value, image, and customer expectations on customer satisfaction. The results indicates that there is a significant differences between two perspectives (hotel managers and customers) in all effective factors of customer satisfaction and its consequences. The findings of this study will contribute to both hotel management and tourism industry improvement in Iran. Hospitably and tourism Industry has become one of the substantial industries in global industries. Services offering from hospitably industry are necessities because of change in life style. Therefore, to fulfill the demands of growing market, the hospitably market tried to grow and compete with others in market place by meeting consumers needs.
  9. Keywords:
  10. Hotel Industry ; Customer Loyalty ; Customer Satisfaction ; Tourism ; Service Marketing

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