A STUDY OF CUSTOMER SATISFACTION TOWARDS HOTELS IN PATTAMBI, PALAKKAD DISTRICT KERALA

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1 Volume, Issue 7 (July, 0) Online ISSN Published by: Abhinav Publication Abhinav International Monthly Refereed Journal of Research in A STUDY OF CUSTOMER SATISFACTION TOWARDS HOTELS IN PATTAMBI, PALAKKAD DISTRICT KERALA Anooja C V 1 Guest Lecturer, V T B College, Mannampatta, Palakkad, India anoojacv@gmail.com Sajitha Guptha Research Scholar, Bharathiar University, Coimbatore, India sajithagupta@gmail.com ABSTRACT One of the biggest challenges of today in the field of hotel industry is providing and maintaining customer satisfaction. Today hotels are very important for the busy people. It s a fact that people move around all over the country to earn their bread. They need food that suits to their life style and customs. Hotels provide favorite items of customer choice. The aim of this study is to analyze the satisfaction of customers towards hotels, in Pattambi area. Satisfaction is measured on the basis of quality and taste, neatness, cleanliness, availability of space, parking facility etc. To have the Statistical data for this study is to report the finding and analyze the result of the survey. Keywords: Hotel Industry; Customer Satisfaction; Service Quality INTRODUCTION The word hotel having a French origin which means a building seeing frequent visitors and providing care. Hotels are classified in to different types on the basis of a widely accepted industry standards.main type of hotels include upscale luxury, full service, historic inns and boutique hotels, focused on selected services, economy and limited services. Extended stay, Timeshare and destination clubs etcfood accommodation and cloth are the three most essential things of human hotel provide two basic things food and accommodation. Hotel is a part of hospitality industry. According to A.M Sheela the author of the book economics of hotel management, Hotel is the place where the tourist stops being the traveler and becomes a guest. Hotel usually provides a full range of accommodations and services, which may include suites, public dinning, banquet facilities, lounges and entertainment facilities. It is considered as an industry whose main aim is also to make profits for the hoteliers. The hotel industry a broad category of fields with in the service industry. Hotel industry unit such as a restaurant or a hotel consists of multiple groups like facility maintenance, servers, management human resource etc. hotel industry how is both profit making as well as non- profit making eg- commercial hotels are profit making while canteen, cafeteria are non profit making hotel industry provides services which are need oriented and services varied with needs. The professionalism and the actual concerned for the happiness of the customers play a vital role in the success of this industry. REVIEW OF LITERATURE Customer satisfaction has been popular topic in marketing practices and academic research since Cardozo s [1965] initial study of customer effort, expectations and satisfaction. Despite many attempts to measure and explain customer satisfaction. Customer satisfaction is typically defined as post consumption evaluates judgment concerning a specific product or service. [Gundersen, Heide and Available online on 6

2 Olsson 1996} it is the result of an evaluative process that contrasts pre purchase expectations with perceptions of performance during and after the consumption experience (Oliver, 1980) providing services those customers prefer is a starting point for providing customer satisfaction. A relatively easy way to determine what services customer prefers is simply to ask them. Studies show that customer satisfaction may have direct and indirect impact on business results Anderson et al (199) yeung et al (00) and Luoand Homburg (007) concluded that consumer satisfaction positively affects business profitability. OBJECTIVES THE OF STUDY 1. To find out the customer satisfaction in Hotel industry. To evaluate the quality of service provided by hotels in Pattambi area. STATEMENT OF THE PROBLEM In our day to day life hotel industry plays a vital role. Most of the people are employees; good hotels are really a relief to them. Hotel industry should be able to derive a sense of its purpose. Hotel must provide the finest facilities and services to its customers. It is always important to understand the reaction of the customers towards hotel industry. Knowing the satisfaction of customers will help the hotel to improve these services. METHODOLOGY OF STUDY The study is based on descriptive analysis. Date is collected from both primary and secondary sources. Primary data is collected by administering a questionnaire among the customers. Secondary data is collected from published sources and websites. The data is analyzed using percentage analysis. DATA ANALYSIS AND INTERPRETATION Table 1. Factors that attract you towards outside food Factors Number of Respondents % of Respondents Tasty food 0 50 Bachelor 0 Student 1 0 Total 0 Table I shows that 50% of the customers prefer hotel food because of tasty food 0% prefer hotel food because their bachelors and the rest 0% prefer hotel food as they are students. Table. Your Favorite breakfast item Item Number of Respondents % of Respondents Idli sambar 1 5 Masala Dosa 0 Chapatti 5 Total 0 Table Shows that 5 % of Customer Prefer Idli sambar for breakfast, 0% like to have Masala Dosa and rest 5 % Prefer Chapatti. VOL., ISSUE 7 (July 0) 7 Online ISSN 0-007

3 Table. Type of food you prefer Type Number of Respondents % of Respondents South Indian 6 North Indian 0 Chinese 6 Total 0 Table reveals that % of the Customers go with South Indian type food, at the same time 0% follow North Indian food and % people are attracted by Chinese food. Table. Opinion about the quality provided From the above table the quality of the items can be studied. The customers were given 7 choices and according to the weighted score assigned to the various item their priority was ranked. Table 5. Ranking of the items according to the quality provided. Items Weighted Score Rank Table reveals the ranking of the quality of various items. Majority are satisfied with the breakfast items second preference goes to Coffee/Teas followed by mid-day items. Customers are not happy with the quality of ice creams and sweets. VOL., ISSUE 7 (July 0) 8 Online ISSN 0-007

4 SL NO. Items 1 Breakfast items Midday items Dinner Items Ice Creams 5 Sweets F Table 6. Opinion about the Taste Scale and Score Value Scale Highly Satisfied Satisfied Moderate Dissatisfied Highly Dissatisfied Scale 5 1 F F F F Total From the above table opinion about the taste can be studied. The customers were given 5 Choice and according to the weighted score assigned to the various item their priority was ranked. Table 7. Ranking of items on tastes Items Weighted Score Rank The above table shows that the customers have high opinion about the taste of breakfast items and midday items. But they are hot supporting in the case of ice creams and sweets. SL NO. Opinion Scale Scale Value 1 Vessels F Furniture F Floor F Waiter F 5 Washing F Area 6 Drinking F Water 7 Toilets F Table 8. Opinion on Neatness &Cleanliness Scale and Score Value Highly Satisfied Moderate Dissatisfied Highly Satisfied Dissatisfied VOL., ISSUE 7 (July 0) 9 Online ISSN Total

5 From the above table the neatness and cleanliness of different areas can be studied. The customers were given 7 choices and according to the weighted score assigned to the various item their priority was ranked. Table 9. Ranking of different areas on neatness and cleanliness Areas Weighted Score Rank The above table gives the picture about the neatness & Clearness. Customers are very much satisfied about the neatness of vessels, drinking water & furniture. At the same time washing area and toilet are not maintained properly. Table. Opinion about the parking facility Response Number of Respondents % of Response Highly Satisfied 0 Satisfied 0 50 Dissatisfied 1 0 Total 0 Table shows that 0% of the customers are highly satisfied about the parking facility, 50% are satisfied and 0% are dissatisfied. Table 11. Opinion about the drive in facility. Response Respondents % of Response Highly Satisfied 0 50 Satisfied 1 5 Dissatisfied 9 0 Table shows 50% customers are highly satisfied with the facilities provided 5% are satisfied but % express the opinion that facilities are not up to the mark. Table 1. Opinion about AC Dining hall Response Respondents % of Response Necessary 70 Not necessary 0 0 Table shows that 70% demand AC dining hall but the rest 0% are not particular about the AC dining hall. FINDINGS OF THE STUDY People are attracted more towards outside food due to the tastiness. They also prefer outside food as they are bachelors and students staying away from home. The items listed in the menu are not fully available in the hotels but to an extent. Most people prefer South Indian food than North India. Almost all people consider hotel food as expensive. People are satisfied by the expense. Customers are highly satisfied with the quality and taste of breakfast items followed by coffee/ tea and lunch item. Majority VOL., ISSUE 7 (July 0) Online ISSN 0-007

6 of customers are highly satisfied with the neatness, cleanliness of vessels, drinking water, furniture etc. But they are not satisfied toward the cleanliness of washing area and toilet. Almost all customers are satisfied with the parking facilities and A/C dining hall. About half of the respondents are in need of family rooms. People usually recommend the hotels to others. CONCLUSION Though we are aware of many disadvantages of hotel foods, it really a relief to the working class people bachelors and students. Now a day s standard hotels are coming up everywhere and they function successfully. The efficiency of the customer satisfaction is held in esteem for the success of a hotel functioning. Efficient Management, sincere human resource and good system together can satisfy the customers. Success of hotel industry depends on the satisfaction of customers Firstly identity the needs of the customers and providing services according to the needs. From the detailed study of different factors of function of a hotel we found that majority of the people are satisfied REFERENCES 1. Cardozo, R.N. (1965). An experimental study of customer effort, expectations and satisfaction. Journal of Marketing Research.. Gundersen, M.G., Heide, M. &Olsson Hotel. Guest satisfaction among business travelers. The cornel Hotel and restaurant Administration Quarterly, 7,. Oliver, RL. (1980). A Cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing Research.. Sheela, M. Economics of hotel management. New Age International publisher. 5. Yeung, M.C.H., Ging, L., & Ennew, C.T. (00).customer relationship satisfaction and profitability. A reappraised of the nature of the journal of Targeting measurement and analysis for Marketing, 11,1 VOL., ISSUE 7 (July 0) 11 Online ISSN 0-007