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研究生:阮氏清水
研究生(外文):Nguyen Thi Thanh Thuy
論文名稱:The Factors Affecting Customer Satisfaction in the Hotel Industry- A Case Study of Muong Thanh Grand Ha Long Hotel
論文名稱(外文):The Factors Affecting Customer Satisfaction in the Hotel Industry- A Case Study of Muong Thanh Grand Ha Long Hotel
指導教授:莫慶文莫慶文引用關係
指導教授(外文):Mo, Ching-Wen
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
中文關鍵詞:Customer SatisfactionReliabilityResponsivenessEmpathyAssuranceTangibles
外文關鍵詞:Customer SatisfactionReliabilityResponsivenessEmpathyAssuranceTangibles
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In order to improve the quality of hotel services and increase customers’ satisfaction with the hotel stay, it is important for the hotel managers to have knowledge and understandings of quality standards of customers. Customers’ evaluation of the hotel experiences depend on different aspects. Indeed, there may be a large number of factors that influence guests’ impressions, but their level of importance for customers may not always be the same. In order to be aware of the strengths and weaknesses of their businesses, hotel managers has to identify which improvements in the hotel operation can bring additional value to their customers. For hotel manager, in order to gain the knowledge of customer, there is no better way than the feedback provided directly from the customers. If analyzed properly, it can be exploited for the purpose of improving the hotel operations and raising profits.
The aim of this thesis is to examine the relationship between different aspects which influence the overall satisfaction of customers with the hotel stay. It also focuses on identifying the main factors that would influence the customers’ satisfaction. For this purpose, the thesis content is constructed based on previous papers and researches written by other authors for deeper understandings of the relationship between quality of service and customers’ satisfaction.As having the knowledge and experience in hotel services, the author chooses Muong Thanh Grand Halong Hotel as the subject of the research. Therefore, based on the current performance of the hotel, the author aims to analyse the impact of hotel services toward customer satisfaction which directly influent the revenue of the hotel and propose appropriate solutions for better performance of the hotel.
The results of this research hence indicate that level of services provided by the hotel has the greatest influence on customer satisfaction with the hotel stay. Moreover, the thesis also provides solutions to improve the performance of the hotel to increase the satisfaction level of customers.
In order to improve the quality of hotel services and increase customers’ satisfaction with the hotel stay, it is important for the hotel managers to have knowledge and understandings of quality standards of customers. Customers’ evaluation of the hotel experiences depend on different aspects. Indeed, there may be a large number of factors that influence guests’ impressions, but their level of importance for customers may not always be the same. In order to be aware of the strengths and weaknesses of their businesses, hotel managers has to identify which improvements in the hotel operation can bring additional value to their customers. For hotel manager, in order to gain the knowledge of customer, there is no better way than the feedback provided directly from the customers. If analyzed properly, it can be exploited for the purpose of improving the hotel operations and raising profits.
The aim of this thesis is to examine the relationship between different aspects which influence the overall satisfaction of customers with the hotel stay. It also focuses on identifying the main factors that would influence the customers’ satisfaction. For this purpose, the thesis content is constructed based on previous papers and researches written by other authors for deeper understandings of the relationship between quality of service and customers’ satisfaction.As having the knowledge and experience in hotel services, the author chooses Muong Thanh Grand Halong Hotel as the subject of the research. Therefore, based on the current performance of the hotel, the author aims to analyse the impact of hotel services toward customer satisfaction which directly influent the revenue of the hotel and propose appropriate solutions for better performance of the hotel.
The results of this research hence indicate that level of services provided by the hotel has the greatest influence on customer satisfaction with the hotel stay. Moreover, the thesis also provides solutions to improve the performance of the hotel to increase the satisfaction level of customers.
ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Research background 1
1.1.1. Overview of tourism industryin Vietnam 1
1.1.2. Overview of Muong ThanhGroup 2
1.1.3. Overview ofMuong Thanh Grand Hotel 4
1.1.4. Overview ofMuong Thanh Grand Ha Long Hotel 5
1.2. Research motivation 8
1.3. Research purposes, Objectives and Questions 9
1.3.1. Research purposes 9
1.3.2. Research objectives 9
1.3.3. Research questions 10
1.4. Research scope 10
1.5. Thesis structure 10
Chapter 2 Literature Review 11
2.1. Service and service quality in hospitality industry 11
2.1.1. Hotel services 11
2.1.2. Service quality in hospitality industry 14
2.1.3. Service quality model 15
2.2. Customer satisfaction in hospitality industry 17
2.2.1. Customer satisfaction 17
2.2.2 Customer satisfaction in hotel services 20
2.3. Service quality and customer satisfaction in hospitality industry 21
2.3.1. Relationship between service quality and customer satisfaction 21
2.3.2. Relationship between Hotel services quality and Customer satisfaction 22
2.4 The proposed factors to evaluate the customer satisfaction in hospitality industry 23
Chapter 3 Research Methodology 26
3.1 Qualitative research 26
3.2 Quantitative research 26
3.2.1 Research model 26
3.2.2 Research Hypothesis 27
3.2.3 Variable measurements 29
3.3 Sampling method and Data collection 29
3.4 Data analysistechniques 30
3.4.1 Descriptive analysis 30
3.4.2 Exploration Factor Analysis 30
3.4.3 Reliability test 31
3.4.4 Correlation Analysis 31
3.4.5 Regression analysis 32
Chapter 4 Results and Discussion 33
4.1 Descriptive statistics 33
4.1.1 Characteristics of respondents 33
4.1.2 Sample statistics 34
4.2 Reliability test 39
4.3 Factor analysis 42
4.4 Hypotheses test 46
4.4.1 Correlation analysis 47
4.4.2 Regression analysis 47
Chapter 5 Conclusions and Recommendations 52
5.1 Conclusions of the study 52
5.2 Recommendations 54
5.2.1 Improving service quality of the hotel 54
5.2.2. Enhancing employees’ professional capability 55
5.2.3 Implementing sound policies on price and promotion 56
5.2.4 Consolidating a good image of the Hotel 56
5.2.5 Making regular survey on customer satisfaction 57
5.3 Research limitations 57
References 59
Appendix 65
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