Determinants of customer satisfaction in holiday resortscase of selected hotels at Puri

Avishek Lodh
This project involves a study to find out the various attributes of customer satisfaction in holiday resorts by analysing the customer behavior pattern in a few selected
IBS

hotels of Puri.A total of 100 customer are surveyed and the data collected (primary and secondary) are analysed with the help of statistical tools like Spss.

[18/12/2009]

FINAL REPORT
MANAGEMENT RESEARCH PROJECT Determinants of customer satisfaction in holiday resorts-case of selected hotels at Puri

Faculty Guide: Dr. Kalyan S Sengupta

Submitted By: Avishek Lodh [08bs0000678]

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TABLE OF CONTENTS
Contents Abstract Introduction Description of the project Objective of the project

Page Nos. 4

4 6 12

Methodology

Limitations of the study Main Text

Questionnaire Data Analysis and Recommendation

13-19 20-39

References

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ABSTRACT
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This project involves a study to find out the various attributes of customer satisfaction in holiday resorts by analyzing the customer behavior pattern in a few selected hotels of Puri.A total of 100 customer are surveyed and the data collected (primary and secondary) are analyzed with the help of statistical tools like Spss.

INTRODUCTION
Description of Project in brief:
The Hotels in Puri in India are ranked among the best in the list of Hotels in Orissa for its majestic locations and the brilliant facilities it offers to the guests. Most of the Hotels in Puri are located on the beachfront offering a serene environment to the guests. Guests come to the holy city of Puri and enjoy the fun of sea, sand and sun along the coast of Bay of Bengal. A trip to Puri will ensure you the fun and excitement of Bhubaneshwar and Konark as well as the cities together form the splendid golden triangle of modernity, tradition and vibrant form. The city of Puri is regarded as one of the four pious pilgrimages in Hindu mythologies apart from Dwarka, Rameswaram and Badrinath. The major tourism development of the city has made Puri a major religious center as well as a place to enjoy the sea and the beautiful beach. The city offers superb facilities to the visitors which features the best of Hotels in Puri. The Puri Hotels offers a memorable experience to the visitors with its facilities and the hospitality. The options for accommodation in Puri are aplenty and it offers a wide range of choice for the visitors.
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The Puri Hotels offer its guests the luxury of being at home even away from it. The guests can choose from a wide range of options according to their budget and tastes. The Puri Hotels are never far away from the Lord Jagannatha Temple, which stands as one of the finest specimen of architecture of Kalinga temple. The temple is a must visit for all the tourists coming down to Puri. The city of Puri is an ideal way to experience an Indian odyssey. The city is the centre of attraction during the Ratha Yatra festival which brings down millions of devotees from all across the world. Another attractive occasion that has stood up as a crowd puller is the Puri Festival which celebrates the charm of the city along with the famous sand sculpture exhibition. The vibrancy in the lifestyle and the festival around the year sweeps past the time for the tourists who always enjoy the city for its colorful lifestyle.

The Puri Hotels brings in the feel of the city with their brilliant architecture and the hospitality. The hotels offer a great opportunity to the guests to enjoy the taste of the marine world with the food. The fresh catches from the sea makes up for the delicious meals in the hotel which are unique to the city. The guests also get the opportunity to enjoy the best of local delicacies which are simply irresistible.In this project we would survey these boarders and find out the various attributes that they prefer while
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choosing a particular holiday resort through a questionnaire.Based on these findings and coupled with other relevant data,we would analyse the findings to arrive at a definite conclusion.
Hotels in Puri

Objective Of The project:

To study the customer awareness about various holiday resorts considering the case of a

few hotels at Puri.

Broad Objective:
To enhance the sales of holiday resorts.

To know the reason for the loss of inventory.

Specific Objective:
To analyze the customer buying behavior.
To find out the satisfaction level of the customers at holiday resorts at Puri . 6

 To study the effect of event and promotion.

To make various suggestion on the improvement of holiday resorts

Methodology:
Following method would be followed: The project was divided in to the following steps. To decide objective of the study

To decide research design & application To decide source of data collection To decide from of data collection To organize & collect data
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To process & analyze report To prepare the research report

1. To decide objective of the Study:This step is also research problem. Problem definition is the most critical part of the research process. Research problem definition involves specifying the information needed by management. The main objectives of the study are:
Determinants of customer satisfaction in holiday resorts-case of selected at Puri. To find out the level of customer satisfaction with the offers, discount and services offered

by hotels at Puri. 2. To decide research design & application:Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected. 3. To decide Source of data there are two source of data Primary Data Secondary Data Primary data: Primary data is the original data collected specifically for the problem. Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioral data, and experiments.

Research instruments:- Marketing researchers have a choice of three main research Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented to respondents for their

answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed-Ended.
Qualitative measures: - Some marketers prefer more qualitative methods for gauging

consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally used in marketing research

.Mechanical devices like galvanometers measure the respondents interest or emotions aroused by exposure to a specific ad or picture. Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear useful to study analyzing the recent development in the telecom industry
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Contact methods:- Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact:
Mail questionnaire: - The mail questionnaire is the best way to reach people who would

not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions.
Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The interviewer

can ask more questions and record additional observations about the respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and often a small payment or incentive is offered. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview.
Online interviews: - There is increased use of online methods. There are so many ways to

use the Net to do research. In this method, researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. 4.To decide form of data collection:For this project survey method was selected which was carried through person interview. Because information from different customers was required. 5. To organize & collect data:Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information. From all the targeted customers. There can be two types of survey are possible.
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 Sample Survey Census Survey For this project sample Survey was chosen Characteristics of the sample survey are: It is cheaper than census survey It requires less time It is economical More detail information can be collected Deciding the sample plan requires following decisions Sample unit Who is to be surveyed Sample Sample is the true representation of the population by studying of the sample we can predict the behavior of the population. Sample Size: 100 (in this case)

Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience Sampling was carried out. 6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.
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Techniques Applied Bar Chart:- A chart in which the length of the bar represents the amount of the item associated with the bar. Pie Chart:- A circle divided in to sections, such that each section represent the percentage of the total area of a circle associates with one variable. Spss:-the data collected is analysed with the help of stastical tools like Spss. Types of Research

Along with this there may be 3 type of research methodology these are :-

They are Exploratory Research Descriptive Research Casual Research

Our research is based on the exploratory research.

Exploratory Research

The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis.

Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information. Now after collection data we have to interpret those data for any suggestion,
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Limitations of the Study:

1. Time: -Time will always be a limitation because this study would not be conducted over

the extended period of time having both market ups and down. The time over which the study will be conducted is not sufficient for getting actual results. (June2009 to March 2010).
2. Non-availability of the right type of person: - In some cases finding the right respondent,

who answers all the questions in a patient manner and as desired, can be difficult.
3. Reduced Sample Size: - Given the time constraint, the sample size of 100 respondents

may serve as a limitation for the study.

4. Place:- Study is restricted to Puri,Orisssa.

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APPENDIX
Questionnaire
Dear respondent,

I am a management student pursuing our MBA course from IBS, Kolkata. As a part of partial fulfillment of our course I have been assigned a project entitled Determinants of customer satisfaction in holiday resorts-case of selected hotels at Puri. Hence in this regard you are requested to spare certain moments of your valuable time in sharing your opinion about the subject.

1)

Do you prefer to stay in hotels? Ans: a) Yes b) No

2)

How did you get the information about the hotel? Ans : a) Internet search d) Travel agents b) Word of mouth c) Paper dictionary

e) Normally company uses this

3)

What is your principal usage occasion for an accommodation? Ans: a) Business travel d) Pilgrimage. b) Leisure travels c) Rest & relaxation

4) Which star categories hotel do you prefer to stay in and how many frequently in a

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