“A STUDY ON THE SATISFACTION OF CUSTOMERS AT SRM HOTELS, CHENNAI”

By

HARRY GEORGE

(Roll No: 111FEMB0162)

A PROJECT REPORT

Submitted
to
the

UBS

in
partial
fulfillment
for
the
award
of
the
degree
of

MASTER
OF
BUSINESS
ADMINISTRATION

By

KARNATAKA
STATE
OPEN
UNIVERSITY,
MANASGANGOTRI,
MYSORE
ACKNOWLEDGEMENT

Acknowledgement
is
an art,
one
can write
glib
stanzas
without
meaning
a
word,
and
on the other hand one can make a simple
expression of
gratitude.

I
take
my
immense
pleasure
in expressing
my
sincere
thanks
to
my
External
guide
Mr
.G.
Saravana Kumar,
Diploma in
Hotel
Management,
B.A
Economics,
MBA
for
his
words of encouragement
in the successful completion of my
project.
My
sincere
thanks
to Mr. R.N.Mohanty,
B.Com,
PGDM
my
internal
guide
for
guiding
me
from
the
day
the
thought
began
till
the
day
the
study
was
completed. The
tremendous
support
and encouragement
he
has
given to this
study
in the
form
of
ideas,
selecting the
topic,
insight
in to conduction
the
research and the
final
report
is
commendable.

I
also thank all
the
staff
of
SRM
Hotel
for
giving the
necessary
support
in
all
forms
whenever
I needed them.

At
last
but
not
the
least, I
express
my
sincere
sense
of
gratitude
to my
Parents
for
their
blessings, that
is
always
a
source
of
inspiration for
me, and God the
Almighty
without
whom there won’t
be any existence of mine.
TABLE
OF
CONTENTS

S.
No
List
of
Contents
Page
No.
1
Introduction
1
2
Industry
Profile
5
3
Company
Profile
10
4
Review
of
Literature
18
5
Executive
Summary
33
5
Research
Methodology
of
the
study
35
6
Analysis
and
interpretation
41
7
Findings
67
8
Recommendations
72
9
Conclusion
73
10
Bibliography
74
11
Appendix
75
LIST OF TABLES

TABLE NO . TITLE OF THE TABLE PAGE No.

1 Satisfaction based on Room Tariff 41

2 Satisfaction based on Room Safety 42
3 Satisfaction based on Room Cleanliness 43
4 Satisfaction based on Room Layout 44
5 Facilities in room 45
6 Satisfaction based on Room Ambience
46
7 Room
Service
in terms
of
promptness and friendliness
47
8 Satisfaction based on bathroom facility
48
9 View from the
Balcony
49
10
Satisfaction based on Quality of food
50
11
Price of the food
51
12
Waiters
52
13
Waiting
period
53
14
Satisfaction based on wash room, cleanliness lifeguard of
swimming
pool
54
15
Analysis of satisfaction based on Age
55
16
Variation of overall
opinion
with age
56
17
Variation of opinion
about
the friendliness of
room service
with
age
57
18
Variation of opinion
on the
price of the food
served with age
58
19
Variation of opinion
on waiting
period for
food with age
59
20
Occupation
60
21
Variation of overall
opinion
with occupation
61
22
Variation of opinion
about
the friendliness of
room service
with
occupation
62
23
Variation of opinion
on the
price of the food
served with
occupation
63
24
Variation of opinion
on waiting
period for
food with occupation 64
25
Ranking
of the main factors affecting
room satisfaction 65
26
Overall opinion of the customers about the hotel
66
LIST OF
CHARTS

CHART NO.
TITLE OF
THECHARTS
PAGE NO.
1 Satisfaction based on Room Tariff
41
2 Satisfaction based on Room Safety
42
3 Satisfaction based on Room Cleanliness
43
4 Satisfaction based on Room
Layout
44
5 Facilities in room
45
6 Satisfaction based on Room Ambience
46
7 Room
Service
in terms
of
promptness and friendliness
47
8 Satisfaction based on bathroom facility
48
9 View from the
Balcony
49
10
Satisfaction based on Quality of food
50
11
Price of the food
51
12
Waiters
52
13
Waiting
period
53
14
Satisfaction based on wash room, cleanliness lifeguard of
swimming
pool
54
15
Analysis of satisfaction based on Age
55
16
Variation of overall
opinion
with age
56
17
Variation of opinion
about
the friendliness of
room service
with age
57
18
Variation of opinion
on the
price of the food
served with age
58
19
Variation of opinion
on waiting
period for
food with age
59
20
Occupation
60
21
Variation of overall
opinion
with occupation
61
22
Variation of opinion
about
the friendliness of
room service
with
occupation
62
23
Variation of opinion
on the
price of the food
served with
occupation
63
24
Variation of opinion
on waiting
period for
food with occupation 64
25
Ranking
of the main factors affecting
room satisfaction 65
26
Overall opinion of the customers about the hotel
66
INTRODUCTION

A hotel is an establishment that provides paid lodging, usually on a short-term basis. Hotels
often provide a number of additional guest services such as a restaurant, a swimming pool or
childcare. Some hotels have conference services and meeting rooms and encourage groups to
hold conventions and meetings at their location. In Australia, the word may also refer to
a pub or bar.

Basic accommodation of a room with only a bed, a cupboard, a small table and a
washstand has largely been replaced by rooms with en-suite bathrooms and, more commonly
in the United States than elsewhere, climate control. Other features found may be a telephone,
an alarm clock, a TV, and broadband connectivity. Food and drink may be supplied by a mini-
bar (which often includes a small refrigerator) containing snacks and drinks (to be paid for on
departure), and tea and coffee making facilities (cups, spoons, an electric kettle and sachets
containing instant coffee, tea bags, sugar, and creamer or milk).

The cost and quality of hotels are usually indicative of the range and type o f services available.
Due to the enormous increase in tourism worldwide during the last decades of the 20th century,
standards, especially those of smaller establishments, have improved considerably. For the sake
of greater comparability, rating systems have been introduced, with the one to five stars
classification being most common.

If there's any place where customers are likely to be paying attention to the type of service they
receive, it's within the hospitality industry. From restaurants to hotels and everything in
between, your job as a hospitality service provider is to maintain customer happiness and
satisfaction. Keep your customers at the forefront of your operational plans to hold your
hospitality business afloat.

Customer Expectations Gone are the days when customers were happy just receiving "please"
and "thank you" or getting service with a smile. Although those go into the recipe
for proper etiquette, it's just not enough. Satisfied customers are looking for a memorable
experience and dynamic service where it counts. From receiving quick service to bending the
standard practices --such as extending a guest check-out in a hotel or customizing a menu item
in a restaurant customers want to feel as if their
business is appreciated. To be on the receiving
end of customers' satisfactory ratings in surveys and among their network, anticipate their needs
and be able to have your staff deliver accordingly.

Deliver On Promise :One key factor in keeping your guests engaged and coming back is to
deliver as you promise. From being consistent to making sure they get the same
awesomeservice to doing what you say you will do, don't drop the ball when it comes to what
you say you'll offer. Customers are more likely to get frustrated when you reel them in on a big
promise such as special services or premium products and it's not the case. Avoid saying
thatyou are luxury if your services are mediocre or in developing gimmicks that excite
customers only to disappoint them throughout the process of working with you.

Customer Loyalty :Happy customers are loyal customers. Not only is it important for you to
provide stellar service, but awesome products as well. Make it a point to be on the fast track for
keeping up with trends that your customers may follow such as building personal assistance
services for traveling customers or making special concessions for avid repeat consumers. Be
sure you have items on hand so when your customer needs you and your
products, everything's available. A customer who has to continuously wait for you to do your
part may grow tired, no matter how loyal, and venture off to your competition. Keep customers
loyal
by focusing on them at all times.

Let Them Vent: Give your customers an outlet for telling you about poor experiences. When
you have customers who have had a negative experience, make it easy and clear for them to not
only tell you about it but get it off their chest to you and not someone else. Don't patronize
customers when they are disgruntled by shooing them off with little to no plans for recourse.
Make it a point to correct issues that went wrong and look into those that could stand some
improvement. Capture communication methods for keeping in contact with your customers so
that you can alert them when changes and improvements occur.

Since 1994 when the customer index was created, the hotel industry score for client satisfaction
has decreased from 75 to a four-year low of 71 in 1997, where it stayed in 1998. The service
industry, in general, noticed its customer satisfaction score growth 6.6% to 72.2% this year.
While the hotel industry's score for client loyalty grew one point from last year it is still lower
that of the last years. Ron McNair, partner, Arthur Andersen's business consulting hospitality
industry practice, attributes decline in client satisfaction to some industry trends. He stresses
that record occupancy levels and sell-outs during high demand periods forced many properties
to hit future clients, leaving them to find other facilities.

McNair pointed out that with the unprecedented amount of blenders and acquisitions --$8.7
billion in 1998 and $32.4 billion in the first quarter of 1998 --most hotel firms have
concentrated on the problems of getting rather than on improving the customer experience.
Moreover, a wide choice, minimal variety between properties, competitive marketing programs
and present occupancy issues supply consumers with many options and little inducement to stay
loyal to a concrete hotel company.

The customer index lodging industry also found out that customer expectations concerning the
obtained quality of service remained the same over the last five years. Besides, the value of the
received service the customers pay for left much to be desired. McNair has pointed out that
while the prices for hiring rooms grew up dramatically, the quality service did not improve. The
customers indicate that they do not get the desired additional convenience for the high prices
they are paying.

About 20% of customers surveyed for the ACSI told that being hotel clients, they express
complaints about their living from the arrival to departure time, to the neatness and decoration
of the rooms to maintenance. The matter is the service level determines whether a client comes
back. The present task is to train employees to be able managing with the client's needs quickly
and effectively. Otherwise many clients decide their issues by choosing another hotel on their
next trip. Tracking complaints is one of the major components of managing the whole customer
relationship.

McNair stresses that it is significant to track and analyze customer complaints and desires
in order to prevent the issues to recur. It is necessary to develop best techniques for solving
problems and sharing the techniques in the company, and then employees can resolve customer
issues fastly and effectively. This peculiarity may become the difference between a one-time
visitor or a permanent client. That is why one of the mottos of the hotel managers is "making
guests feel at home". Earlier, this only meant providing a client with a clean room and a
comfortable bed. As lifestyles have changed hotels mush respond by adding to their facilities
and services. The examples of household trends that have become usual in hotels are air
conditioning, remote control television, pay-per-view movies, and Internet access. While
examining today's model houses you will often find an oversized whirlpool tub and a gym
room. Once considered an extravagance, these facilities are now examined as ordinary as
haircuts. Besides, progressive hotel facilities often provide a menu of services created to do
everything to satisfy the customer's needs to restore "personal balance and harmony". All
department managers in the hotel struggle to attract and keep customers and make them come
back again. As competition, technology, and market expectations evolve, the attempts of
managers should be directed to the client attraction. While becoming more general, hotel
services are still considered to be a luxury, and customers expect to get a high level of personal
service. Taking into account the fact that modern life is changing fastly hotel managers should
find the ways to gain profits while offering high-level service to the customers, so that they
would wish to come back again. Future gains in pricing will require to be excused by
improvements in the whole atmosphere of the hotel, including the physical facilities,
equipment, fittings, and variety of services offered.
INDUSTRY
PROFILE

'Hotels in India' have supply of 110,000 rooms. According to the tourism ministry, 4.4 million
tourists visited India last year and at current trend, demand will soar to 10 million in 2010 -to
accommodate 350 million domestic travelers. 'Hotels in India' has a shortage of 150,000 rooms
fueling hotel room rates across India. With tremendous pull of opportunity, India is a
destination for hotel chains looking for growth. The World Travel and Tourism Council, India,
data says, India ranks 18th in business travel and will be among the top 5 in this decade.
Sources estimate, demand is going to exceed supply by at least 100% over the next 2 years.
Five-star hotels in metro cities allot same room, more than once a day to different guests,
receiving almost 24-hour rates from both guests against 6-8 hours usage. With demand-supply
disparity, 'Hotel India' room rates are most likely to rise 25% annually and occupancy to rise by
80%, over the next two years. 'Hotel Industry in India' is eroding its competitiveness as a cost
effective destination. However, the rating on the 'Indian Hotels' is bullish. 'India Hotel Industry'
is adding about 60,000 quality rooms, currently in different stages of planning and development
and should be ready by 2012. MNC Hotel Industry giants are flocking India and forging Joint
Ventures to earn their share of pie in the race. Government has approved 300 hotel projects,
nearly half of which are in the luxury range. Sources said, the manpower requirements of the
hotel industry will increase from 7 million in 2002 to 15 million by 2010.

With the USD 23 billion software services sector pushing the Indian economy skywards, more
and more IT professionals are flocking to Indian metro cities. 'Hotel Industry in India' is set to
grow at 15% a year. This figure will skyrocket in 2010, when Delhi hosts the Commonwealth
Games. Already, more than 50 international budget hotel chains are moving into India to stake
their turf. Therefore, with opportunities galore the future 'Scenario of Indian Hotel Industry'
looks rosy.

The constant transformation has made the Indian hotel industry more functional and practical
and has gained a level of acceptance world over. The standards of facilities and services offered
have evolved over the last decade towards the extensive use of technology, environment
friendly services, pricing, market segmentation, regional preferences, etc. The Indian hotel
industry has seen a
significant growth in room inventory across categories from upscale luxury to limited services
and, boutique and budget hotels. The occupancy and the room rates have seen continued gains
both from the domestic and the international traveller in both the business and leisure segment.
With the continued growth in India's GDP, improvement in the per capita income, and
increased aspirational spending, the Indian hospitality sector is expected to grow faster than
most countries around the world. According to the Consolidated FDI Policy, released by DIPP,
ministry of Commerce and Industry, government of India, the government has allowed 100 per
cent foreign investment under the automatic route in the hotel and tourism related industry. The
inherent strength of the Indian economy has led to increased international visits to India. For
foreigners, the travel time has increased to three-five days for business travel and from five
days to seven-10 days for leisure travel. The government of India has announced a scheme of
granting tourist visa on arrival (T-VoA) for the citizens of Finland, Japan, Luxembourg, New
Zealand and Singapore.

The government has stepped up various reforms to accelerate the industry growth with
liberalisation in the regulatory framework, investment friendly schemes, extensive support for
creating a world class infrastructure, initiating better air and land connectivity, incentivising
regional set-up in tier III and IV cities, exploring the untapped geographical resources.
Currently 29 mega tourism projects are being initiated across 22 states. The government is
focusing on the PPP and is looking beyond the traditional tourism avenues and on to new
initiatives – medical tourism, sports and adventure tourism, religious circuit, wildlife safaris,
rural tourism, eco tourism, cruise tourism and wellness tourism. But, still more concrete
measures such as uniformity of state and municipal taxes, single window clearances,
improvising lower bureaucracy in effective planning and execution, and safe and secure
environment will be critical to the industry’s growth. According to World Travel & Tourism
Council, by 2020, travel and tourism investment is estimated to should reach US$ 109.3 billion
or 7.7 per cent of total investment. The future of the Indian markets and their ability to mature
into destinations relies on concerted efforts, both by the relevant government bodies and the
private sector players.

Federation of Hotel and Restaurant Associations of India states that India currently has over
200,000 hotel rooms spread across hotel categories and guest-houses and is still facing a
shortfall of over 100,000 rooms. Leading hotel brands have pepped up their investments and are
in various stages of commencement of new proprieties in India, both in metro and non-metro
cities. Cities such as Hyderabad, Pune, Jaipur and Chandigarh have emerged as growth markets.
The emergence of these secondary and tertiary cities has led to an aggressive increase in hotel
development activity, which was previously dependent in just
five main cities. Another trend that has now emerged in the various major markets is the growth
of micro-markets, especially in the larger cities like Delhi, Mumbai, Chennai, etc, where travel
time has increased. For example, Taj Group, while it was feasible to build two luxury hotels in
Delhi, the presence of independent micro-markets has lead them to open business hotels in
other parts of National Capital Region. Vivanta by Taj at Dwarka, Delhi and Gurgaon are the
under construction Taj projects.

The Indian hotel industry is seeing huge spurt of foreign investment and international brands
entering he foray. Most major international hotel brands such as Starwood, Hilton, Marriott,
Hyatt and Accor already have a growing presence in India and they have an even stronger
pipeline. Marriott International operates 11 properties across the country and plans to expand its
network to 100 hotels over the next five-years. ITC Hotels also have projected its plan to open
25 new hotels under the Fortune brand over the course of next 12-18 months. The emergence of
branded budget and economy segment hotels present tremendous opportunities. Keys Hotels, a
brand of Berggruen Hotels, is setting up a leading chain of mid market hotels, resorts and
service apartments
across India and plans to open and manage 40 hotels over the next five years. So does, Ginger
Hotel also plans to open 60 to 70 budget hotels in 23 locations across the country.
Tech trends

This relationship between technology and hospitality will only grow stronger in the years
ahead. Technology is used almost in every department and function to increase efficiency and
standardize operations. Today, handheld devices having a display screen with touch input and a
miniature keyboard is used for KOT (kitchen order ticket) generation in restaurants. The hotels
are becoming increasingly conscious for the security of its guest. Keys Hotels
launched women only floors in India with video phones in each room to ensure that the women
travellers feel secured and enjoy the hospitality and amenities without any apprehension. Many
international chains have added various amenities such as special hair dryers and toiletries and
operate women-only lounges on the dedicated floor. The usage of electronic key card by the
residential guest has not only enhanced the security measure but has also become a facilitator in
access to guest floors, elevators and recreational facilities. The easy kiosks for check-in, 24x7
vending machine for snacks, beverages and other facilities have left the transient traveller more
contented and happy. Besides, direct hotel reservations, the central reservation systems (CRS)
and global distribution systems (GDS) serve as the primary channels of sales for hotel room
nights. The hotels maintaining huge facility have now shifted their focus from revenue
management to yield management by maximising occupancy and protecting rates variations to
optimize the RevPAR. The growth of the internet has played a key role in truly globalizing the
sales efforts as well as the marketing opportunities for the hotel industry. The advent of third
party travel websites such as Hotels.com, Expedia.com and Travelocity.com as well as a few
home grown websites like MakeMyTrip and Yatra.com has also been witnessed in recent years.
Additionally, independent hospitality review and opinion websites like Tripadvisor.com are
also very popular with the travelling population of today. The pressure on consistent delivery of
brand promises is further maintained by online customer feedback which impacts the attraction
quotient of the product for other prospective customers.

Another trend that is emerging is the MICE segment that has immense potential and provides
tremendous growth opportunity in India for the sale of several hundred room nights as opposed
to few by the transient travelers. India's growing strength in the information technology, bio-
technology, pharmaceutical and manufacturing sectors has prompted a few prominent
international bodies to host trade shows and conventions in the country and similar prominence
is also expected in the coming years. The Hyderabad International Convention Centre (HICC)
by Accor is India's only branded large scale convention facility. Similarly F&B offerings in
India have evolved and are fast making a mark for themselves. Of late, standalone restaurants
like Indigo, Olive, Hakkasan, Trishna, Zest, Smoke House Grill, to name a few have raised the
bar for the F&B offerings across major metros. Quick Service Restaurant (QSR) brands like
Domino’s, Pizza Hut, KFC, McDonald’s have huge expansion plans in the next five years.

The key challenges that the industry faces today are infrastructure, regulatory, availability of
product bouquet, rising inflation, intercultural differences and the biggest amongst them the
shortage of skilled manpower. With the addition of new hospitality products and attrition to
other service industries such as retail, banking, insurance, travel, the demand gap is only
widening. The challenge further aggravates with the industry looking for trained manpower as
opposed to the untrained manpower. The demand is so high that each student passing out of a
quality hotel management institute is offered a job by five-six hotel companies besides other
service sectors looking for the similar trained manpower. The payroll and compensation are
increasing for such trained manpower. The major reason for such a shortfall is due to the
shortage of quality hotel education institutions in India.

India, known the world over as the land of hospitality – is today in the defining stages of the
business of hospitality and with unlimited tourism and untapped business prospects. In the
coming years Indian hospitality will only see green pastures of growth.
COMPANY
PROFILE

SRM
Hotel
-Maraimalai
Nagar
(Chennai)
is
spaciously
laid on the
Gateway
to

Southern Tamil
Nadu, the
National
Highway
45 (G.S.T
road). It
can be
reached by
a

20-minutes drive from the airport and is about 10 km from Tambaram.

This
is
the
only
ideal
centre
spot
that
serves
many
tourist
destinations. Satisfy
your

senses
by
visiting
these
interesting
places
at
your
pace
from
the
comfort
of
your
stay

in SRM Hotel.

SRM
Hotel
has
a
committed group
of
staff
whose
primary
goal
is
to make
you feel

comfortable and at ease.

Their friendly and attentive attention helps
you relax and free

yourselves
from
the
tension and pressures
of
daily
life. Once
you are
in, they
will

graciously welcome
you and ensure
a quick check in.

TARIFF/RESERVATION

Total
Number of Rooms 60
Valid From Oct 2011 Till Sept 2012

Room Category Single Double

Executive
2550/
2750/ + Taxes
+Taxes
Deluxe
3000/
3200/ + Taxes
+Taxes
Club Executive
3250 /
3450/ + Taxes
+Taxes

Premium
Garden Deluxe
3200/ +
3450/ + Taxes
Taxes
Suite
3700/ +
4050/ + Taxes
Taxes
Premium
Garden Suite
4100/ +
4300/ + Taxes
Taxes
Club Deluxe
4250/ +
4500/ + Taxes
Taxes
Club Suite
4600 / +
5000/ + Taxes
Taxes
Taxes
:
Luxury
Tax
12.55
%
+
Service
Tax
5.15
%
Extra
Person
Rs.850/-++12.5
%
Tax
per
Person

The
Above
Tariff
is
Inclclusive
of:

1)
Accommodation
2)
Buffet
Breakfast

Transport
Charges
:
PPick
up
or
Drop
from
Airport
To
Hotel(One
Way)

Logan
/
Indigo
/
Indica
A/c
Vehicle
@
Rs.
950/-+
4.12
%
Service
Tax
Innova
A/c
Vehicle
@
R
Rs.
1100/-+4.12%
Service
Tax
.
Swaraj
Mazda
A/c
VVehicle
@
Rs.
1,250/-+4.12%
Service
Tax
*Vehicle
Subject
To
Av
vailability

Guest
Book
Nature
:
Comment
Suggestion
Room
No
:
Date
Of
Visit
:
(dd/mm
m/yyyy)
How
do
you
rate
our
Guest
Services?
:
Outstanding
Good
Average
Unacceptable
How
do
you
rate
our
Room
Services?
:
Outstanding
Good
Average
Unacceptable
Bars and Restuarant - Quality of
Service
:

Outstanding
Good
Average
Unacceptable

Bars and Restaurant - Quality of Food

:

Outstanding
Good
Average
Unacceptable

What is your Overall impression of the

:

Outstanding

hotel?

Good
Average
Unacceptable

Would you stay with

us again / recommend
:

Yes

to your friends?
No

Details of the Comment / Suggestion

:

Guest Name
:
Telephone No
:
Email Address
:
Postal Address
:
LOCATION

Just 20 minutes drive to Airport, situated in midst of automobile sector industries like BMW,
Ford,
Renault. and easy
proximity to companies like
Infosys, Tech mahindra, Tafe, bbraun, in mahindra
world city
and daimler india's state-of-art test track in oragadam.near
by
pilgrimage
and tourist attra-
-ctions kancheepuram silk city, mahabalipuram, vandalur zoological
park, Vedanthangal.

Places
of
Interest

Kancheepuram temple:

Kancheepuram is known as one of

India’s Seven

Sacred cities. It was the historical capital of the Pallavas. It has

been the center of Tamil learning,
culture and religious
background for centuries. Kanchi is also a well known center of the finest silk
sarees made in the country.
It has magnificent temples of unique architectural
beauty
bearing
eloquent testimony to its Glorious Dravidian heritage.

Vandalur Zoo:

The new sprawling 1,265 acre

Anna
Zoological Park at
Vandalur is the
biggest in South India and has among
other species, a superb
collection of tropical mammals, birds and reptiles. The animals are in

vast natural enclosure enabling them to move freely. The zoo is open 6 days a
week from
9-6 PM though ticket sales close an hour earlier, Tuesday
being a holiday.
Kapleeswarar temple
The Kapleeswarar temple is an emblem of Dravidian style and
architecture. The notable
feature of this structure is the 37-meter

tall gopuram i.e. the

pyramidical shaped temple top trying to touch the
ultimate cool
blue-sky surface
which is spread all
over the universe. As
you enter the temple
you
can view
a sculpture, which has an interesting story
behind it. It is
believed that a saint known as
Gnanasambandar sung
and brought
a dead girl
back to life.

Covelong Beach

Covelong
Beach is one of the finest
beaches on the coast of
Coromandel. It is located at a distance of 40 km from Chennai. The
beach is situated amidst
picturesque locales and serves as the
perfect retreat, away from the hum
drum of the city life. Covelong is a small hamlet which presents an ideal
blend of sun, sand and
sea. This has made the
beach a sought after tourist
destination in every season. It is flanked by
beautiful
palm trees
and white sands.
during season. Along the lake there isa 24’ high observation towercommanding
apanoramicduring season. Along the lake there isa 24’ high observation towercommanding
apanoramic
Vedanthangal
Bird
Sanctuary

It is one of the major water

bird sanctuaries in India. Storks,
Egrets, Cormorants, Darter are some of the
birds that arrive here

view
of the Sanctuary. It
is spread over 72 acres of marshy land with trees ideal for nesting are
home to many species of
water
birds. It is a marshy
park with a lake in which over 1,00,000
migratory
birds make their home every
year. The majority of
birds
can be
seen between
November and February.

Kishkinta Amusement
Park

Kishkinta, is one of the largest theme

park in Chennai. A highly
professional, technical management
and creative artists were engaged

in the making of Kishkinta and its developments. The

park is open to public from 11.00 AM
till 7.30 PM on weekdays and from 10.00 AM till 8.30 PM on Sundays and holidays. This
park
is the
biggest of its kind in India. It covers almost 150 acres
and great care
has
been taken to
keep it green.

Mahabalipuram
Tourist Spot

Mahabalipuram is the seaport of the ancient Palava dynasty

of
Kanchi. The temples
and carvings here date
back to the 7th

century. They stand out

because of their artistic nature and the fact that they also depict many
scenes from the every-day life of every-day
people. It is known especially
for its rathas (temples

in the form of chariots), mandapas (cave sanctuaries), giant open-air reliefs such as the famous
'Descent of the Ganges' also known as 'Arjuna's Penance', and the temple of Rivage, with
thousands
of sculptures to the
glory of Shiva. Mahabalipuram is also the home of a
beautiful shore temple.

Santhome Cathedral Basilica Church

The name of Santhome Cathedral

Basilica was derived from the name
St. Thomas who is an archbishop of the Catholic Christians. St. T
homas who is a hard-core devotee of Jesus Christ
was
buried in this
place and as a tribute to his soul a church has
been built up in this southern part
of Marina
beach,
Chennai.

Marina Beach

Marina Beach is the longest

beach in India, comprising of
golden s
and, good surf and a shimmering clean blue sea. This
beach is

counted among one of the longestbeaches in Asia. Its 12-km long stretch was madebeautiful
by the wonderful
facelift given by Governor Mountstuart Elphinstone Grant Duff in the early
1880's, and is Chennai's
major tourist attraction today.
Parthasarathy Temple

The Parthasarathy Temple is an 8th century Hindu Vaishnavite temple dedicated to Lord
Krishna,
located at Triplicane, Chennai. It is one among the 108 divyadesams or holy
abodes of
Lord Vishnu.
It was
built
by the Pallavas in the 8th century
by king
Narasimhavarman I. One of the distinguishing
features of is that it has four avatars of Vishnu:
Narasimha, Rama, Varaha
and Krishna.

THE SRM HOTEL

SRM
Nagar
- Maraimalai
Nagar, Near
Ford Car Factory
GST Road, Chennai - 603 203.
Tamil
Nadu.
India.
Ph: +91 044 4743 2000
Fax: +91 044 27454250
Email
srmhotel_chennai@yahoo.co.in

CENTRALISED ROOM RESERVATIONS:

Corporate Office / Marketing Office

No: 3, Veerasamy Street,

West Mambalam, Chennai
-600033.
India.
Ph: +91 044 2474 6811 / 2489 0359
Fax +91 044 2474 2845
Email:
srm_rshotels@hotmail.com
REVIEW OF
LITERATURE

Hotel Guest Satisfaction

Examining
gender, age and income differences

George
Santayana, the
philosopher
and poet, once
said, "When men and women agree,
it
is
only in their conclusions; their reasons are always different."

The
question of
how
much demographics
play
a
role
in the
way
people
evaluate
personal
experiences
is
one
that
customer
satisfaction researchers
have
asked for
years. Are
men
tougher
to please
than women?
Who is
easier
to satisfy?
Younger
people
or
mature
people
with more
life
experience?
Are
those
with a
higher
income
more
demanding
customers?
Or
are those to whom money
is a more
precious commodity more rigorous in their evaluations?

Hotels
direct
their
offerings
to a
wide
variety
of
customers. Some
target
younger
guests;
others
pursue
business travelers; still others
go after families on leisure vacations. Hotels are
designed
to reflect
value
propositions
based on the
traveler's
budget, as
well
as
preferences
for
amenities. While
hotel
categories
can be
expanded further, there
are
four
broad types
of
offerings:
budget, midscale, upscale, and luxury.

To better
understand the
various
categories
of
hotel
guests, Maritz
Research investigated
guest
satisfaction scores
as
part
of
a
larger
cross-sector
benchmarking
effort,
CEBenchmarks™. Many
of
the
findings
were
unexpected. The
data
underscore
that
sometimes
guest
demographics
have
a
significant
impact, while
in other
cases, the
impact
is
minimal. While
budget
hotels
receive
the
lowest
ratings
by
all
demographic
groups, men
appear
to be
much more
tolerant
of
the
shortcomings
sometimes
associated with budget
properties
than
are
women. Basically, most
men want
a
clean,
comfortable
place
to sleep,
regardless of the amenities. The majority of women want more
from hotel
properties.
The
opposite
is
true
of
luxury
properties. Men
do not
seem
to perceive
added value
from
luxury
hotels
beyond what
they
experience
at
upscale
properties. Women, however, do
appreciate
the
extras
a
bit
more. Clearly,
the
luxury
segment
needs
to direct
more
marketing
efforts, especially about
extra amenities, toward women.
There
is
a
relationship
between age
and satisfaction ratings, with younger
guests
– those
25-
34 years
old – giving
the
most
critical
ratings. This
segment
is
especially
difficult
to please
across
all
property
levels. Those
targeting
lifestyle
brands
to this
age
group
will
have
to
work hard to secure
their
loyalty. In contrast, guests
age
55 and older
tend to be
more
pleased by hotels than their
younger
counterparts.

It
should not
be
a
surprise
that
the
wealthiest
guests
are
the
most
critical
hotel
visitors,
particularly
when evaluating
budget
properties. What
perhaps
is
more
surprising
is
income
seems
to have
less
impact
than one
might
expect
on evaluations
of
midscale
and upscale
properties. The
implication is
that
midscale
and upscale
properties
have
a
wider
range
of
prospective
guests who might find their
properties appealing.

Across
various
demographic
categories, Maritz
Research's
data
shows
a
fairly
wide
rating
gap
between midscale
and budget
properties, with midscale
properties
being
rated much
higher. There
is
a
narrower
gap
between midscale
and upscale
properties, and even less
of
a
gap
among
upscale
and luxury
properties. This
demonstrates
the
midscale
hotel's
opportunity
to draw
customers
that
usually
stay
in upscale
hotels, as
well
as
the
upscale
hotel's
opportunity
to draw
from
the
luxury
segment. Implicit
in this,
is the luxury
segment's
continued challenge
to
have
a
differentiated offering
for
which guests
are
willing
to pay
a
premium rate.

The
key
takeaway,
of
course, is
that
hotels
need to understand their
value
proposition and
market
their
properties
to
the
most
appropriate
guest
segments. Their
best
customers
may
or
may
not
be
the
most
affluent, or
the
youngest, but
there
is
still
a
good chance
to foster
guest
loyalty
among
large
segments
of
the
traveler
population simply
by
knowing
core
guests
and
what they value.

The CEBenchmarks
Study

Nearly
all
hotels
offer
some
type
of
guest
satisfaction survey
for
guests
to rate
their
experiences
and provide
feedback. A
question that
is
always
asked is, 'How
does
my
score
compare
to others?'
Another
question is, 'What
is
a
reasonable
expectation for
a
high
performing
hotel
in my
category?'
While
the
answer
will
largely
depend on
market
dynamics, it
is
fair
to assume
a
budget
hotel
will
never
be
rated as
high as
a
luxury
hotel,
even if it is the
best hotel in its category.

Hotel
managers
are
often compensated for
achieving
a
certain level
of
guest
satisfaction.
Targets
are
usually
set
based on some
kind of
comparative
standard, whether
it
is
to
historical
performance, or
to the
performance
of
other
properties
in the
chain. However,
sometimes
managers
complain their
hotels
attract
harder-to-please
guests
than others. While
these
assertions
are
difficult
to support, if
differences
exist
between how
various
categorical
groups
evaluate
their
stay
experiences,
then hotel
guest
composition will
potentially
influence ratings, and manager compensation.

As
part
of
CEBenchmarks, Maritz
Research examined more
than 9,000 recent
hotel
guests
across
the
four
broad categories
of
properties:
budget, midscale, upscale, and luxury.
CEBenchmarks, which will
eventually
be
published to include
a
full
year
of
data, currently
includes
guest
stay
data
collected from
February
24, 2011 through September
30, 2011.
The
hotel
participants
were
recruited based on a
self-reported stay
at
any
type
of
hotel
one
month prior
to taking
the
survey. If
a
person reported multiple
hotel
stays
within the
past
month, one
stay
was
randomly
selected for
evaluation. Guests
were
asked
to rate
a
range
of
attributes
related to their
stay, but
their
overall
satisfaction rating
was
the
main subject
of
our analysis.

Rating
differences
were
tracked across
three
key
demographics:
gender, age, and income.
Analysts
examined whether demographic rating differences
are consistent
across the various
hotel tiers, or whether the type of hotel has
an interactive influence on rating
patterns.

The
sample
for
this
study
was
recruited through an online
panel
provider. With the
exception of
the
luxury
category,
which
contained a
large
number
of
unbranded
boutique
hotels, the
data
was
weighted to represent
the
incidence
of
people
who reported staying
at
the
various
major
brands, rather
than simply
considering
the
brands
the
survey
respondents
rated. This
provides
a
more
accurate, representative
benchmark rating for
the
broader
marketplace.
The
focus
is
not
on
the
demo
ographic
proportions
themselves,
but
rather
on
n
the
response
patterns
within
the
various
dem
mographic
categories.

Sample
breakdown
by
tier

The
2011
sample
leans
heaviily
toward
midscale
property
representation,
a
and
lighter
on
budget
property
representation
n,
when
compared
to
actual
room
nights
sold,
ass
measured
by
Smith
Travel
Research
(STR)).
Below
is
a
table
showing
the
sample
comp
position,
and
a
comparison
of
percentages
of
rroom
nights
sold
for
hotel
chains,
excluding
indeependents.

Hotel
Guest
Satisfaction:
D
Do
you
understand
who
loves
what
and
wh
hy?
|
By
Rick
Garlick,
Ph.D

Who
is
easier
to
satisfy:
Men
n
or
women?

While
CEBenchmarks™
soug
ght
to
achieve
an
equal
mix
of
men
and
wome
en,
males
were
generally
more
likely
to
reportt
a
hotel
stay
within
the
past
month.
The
gap
w
was
particularly
large
for
guests
who
reported
a
a
stay
at
either
a
budget
or
luxury
property.

Hotel
Guest
Satisfaction:
D
Do
you
understand
who
loves
what
and
wh
hy?
|
By
Rick
Garlick,
Ph.D
The
question
of
whether
men
or
women
are
easier
or
more
difficult
to
satisfy
y
is
dependent
on
the
type
of
hotel
at
which
h
they
stay.
Men
rate
budget
hotels
significantlly
higher
than
females.
At
the
same
time,
the
ere
is
close
rating
parity
in
the
midscale
and
upsccale
segments,
indicating
that
gender
does
no
ot
play
a
significant
role
in
guest
satisfaction
at
either
of
these
hotel
types.

A
particularly
interesting
findiing
is
that
males
rate
their
experiences
at
upscaale
and
luxury
hotels
virtually
the
same.
Th
his
suggests
that
men
who
stay
at
luxury
propperties
do
not
recognize
much
additional
val
lue
from
the
higher-end
accommodations
and
am
menities
in
the
same
manner
as
females.
Fe
emales
rate
luxury
properties
much
higher
th
han
men.
The
difference
is
even
greater
whheen
considering
only
major
branded
luxury
hot
tels
(e.g.
Ritz-
Carlton,
Four
Seasons,
Mandarrin
Oriental,
etc.),
which
women
tend
to
rate
eve
en
higher.

Hotel
Guest
Satisfaction:
D
Do
you
understand
who
loves
what
and
wh
hy?
|
By
Rick
Garlick,
Ph.D

Do
hotel
guests
mellow
with
aage?

There's
been
much
discussion
in
the
industry
around
studying
inter-generation
nal
differences.
'Generation
Y',
the
youngest
g
group
of
travelers,
represents
an
attractive
targ
get
since
many
Baby
Boomers
will
soon
re
etire
and
may
travel
less.
For
CEBenchmarkks™,
the
age
categories
were
broken
out
eve
en
more
discreetly
than
the
broad
generational
c
categories.
The
frequency
counts
by
age
group
p
by
tier,
is
shown
below.
Hotel
Guest
Satisfaction:
Do you
understand
who loves
what
and
why? |
By Rick
Garlick, Ph.D

Older
people are
easier to satisfy

The chart
"Satisfaction by
Age" shows that, regardless of tier, older travelers are much more
generous
in their
stay
evaluations
than younger
travelers. However,
generally, the
most
critical
group
is
25-34 year
old guests. This
is
true
in all
categories, although in the
luxury
category, 35-44 year old guests are
just as critical.

The
finding
that
younger
consumers
are
more
critical
is
replicated in other
sectors
as
well.
Other
Maritz
research has
shown very
little
loyalty
among
Gen-Yers, or
Millennials, as
they
are
sometimes
called. Hotels
targeting
their
offerings
to this
generation of
travelers
have
their
work cut
out
for
them. They
must
find ways
to connect
with these
guests
on an
emotional
level, which isn't
easy. Hotels
have
creatively
sought
to initiate
this
level
of
identification through affiliation with
social
causes
important
to
this
generation of
travelers,
as
well
as
to design hotel
experiences
to resonate
with shared values. However,
as
the
data
show, they've only
been moderately successful at
pleasing these
younger
customers.
Hotel
Guest
Satisfaction:
Do
y
you
understand
who
loves
what
and
why?
|
By
Rick
Ga
arlick,
Ph.D

Hotel
Industry
Tre
ends
in
2010

-By
Daniel
Edward
Craig
In
the
midst
of
all
the
doom
m
and
gloom,
I
think
we
could
all
use
some
levity.
Here's
my
annual
list
of
predictions
fo
or
trends
in
the
hotel
industry
in
2010.

1.
Hotels
to
rival
used-ccar
salesmen
in
price
integrity.
Attempts
to
curb
rampant
discounting
in
2009
b
by
offering
value-adds
like
free
breakfast
and
d
parking
will
prove
futile
in
2010
as
hotels
panic
over
weak
demand
and
drop
rates
eeven
further
--
without
taking
away
th
he
value-adds.
Meanwhile,
a
prized
mathematic
cian
at
Cornell
proves
once
and
for
alll
that
discounting
does
not
increase
demand,
butt
is
denounced
by
the
hotel
industry,
w
who
announce
another
fire
sale
--third
night
free
e!
2.
Hotels
shoulder
bur
rden
of
bargain-hunter
economy.
Airlines,
who
stopped
fussing
over
trifles
like
e
customer
satisfaction
years
ago,
will
counter
pe
eriods
of
weak
demand
by
simply
can
nceling
flights
and
hiking
fares.
Car
rental
co
ompanies,
who
apparently
missed
the
memo
about
the
Great
Recession,
will
contin
nue
to
charge
premium
rates
for
substandard cars. Meanwhile, travelers
will
expect
bargain rates
from hotels while refusing to tolerate lapses in quality
and service.

3.
Bungled
bundling.
In an attempt
to offset
losses, hotels
will
craft
packages
more
complex
than cell
phone
plans, hoping
to confuse
travelers
into paying
higher
rates,
but will end up only confusing themselves and giving away even more.
4.
Flagrant
spending is
back!
(just
not
for
you). Luxury
went
mass-market
in 2008,
then in 2009 became
a
symbol
of
shame
and excess
after
people
discovered credit
has
limits. Now
it's
set
to make
a
comeback
--as
a
niche
market. The
glamorous
world of
private
jets
and champagne
Jacuzzis
will
revert
to its
originally-intended
audience:
billionaires, royalty, celebrities, bankers and hotel doormen.
5.
Lifestyle:
the
new
luxury. Filling the
void created by
conversions
of
luxury
hotels
into RV
parks,
lifestyle
hotels
will
open at
a
rate
of
one
every
3.7 seconds. Brought
to you by
the
big-box
chains, these
boutique
knock-offs
will
cater
to the
conscientious
traveler's
demands
for
eco-friendly
practices
(as
long
as
it
doesn't
cost
more), social
responsibility
(provided no extra
tipping
expected),
and
affordable
style
(quirky
patterns
and garish colors
that
will
have
guests
screaming
for
the
days
of all-beige hotel rooms).
6.
Hotels
join the social
media conversation. No longer willing to remain silent while
guests
misbehave
and then post
nasty, biased reviews
on TripAdvisor,
the
hotel
industry
will
launch a
website
of
its
own called DickAdvisor. Employees
will
post
candid reviews
of
guests, rating
them
on
manners, tipping, honesty,
brainpower
and
tidiness, as
well
as
providing
details
regarding
alcohol
and porn consumption, late-
night visitors and missing and damaged hotel
property.
7.
Travel
goes
virtual. Advances
in mobile
phone
technology
will
allow
travelers
to
check in to
hotel
rooms
remotely, raid the
mini-bar, sleep, attend
a
meeting, and
check out, all without leaving their home.
8.
Safety first, service
second. Faced with threats
from
the
swine
flu, terrorism
and
reverse
peephole
viewers, hotels
will
install
full
body
scanners
at
check-in to weed
out
terrorists, virus
carriers
and pervs
and redirect
them
to the
nearest
competitor.
Employees
will
use
hand sanitizer
sprays
like
mace
to keep
sniffling
and leering
guests and other vermin at
bay, with a special fire-extinguisher format
for
groups.
9.
Heavenly Deathbeds.
As
the
economy
recovers,
nonessential
amenities
will
creep
back, and hotels
will
resume
the
quest
to build
the
ultimate
bed, adding
"essentials"
like
3,000 thread-count
sheets
and
seventeen
varieties
of
pillows. This
trend will
take
a
tragic
turn, however, when a
hotel
guest
discovers
a
room
attendant
buried
deep
within the
layers
of
his
bed, having
suffocated there
while
attempting
to make
it. Thereafter, hotels
will
strip
beds
down to a
mattress
and pillow, charging a
fee
for
everything else.
10.
Vegas
is
out, Iowa
City is
in.
The
corporate
meetings
segment
will
rebound in late
2010 with a
new
era
of
cost-consciousness
in the
wake
of
the
"AIG
Effect". Popular
excursions
like
all-night
tequila-and-stripper
blowouts
in Vegas
will
be
replaced
with authentic
experiences
like
cabbage
soup
cook-offs
and quilt-making
in the
Amish heartlands.
Researchers:
Customer
satisfaction
with
hotel
industry
falls
5 percent
in
first
quarter

Customer
satisfaction with the
goods
and services
that
Americans
buy
continues
to
improve, but
at
a
slower
rate, according
to a
report
released today
by
the
University
of
Michigan’s
American Customer
Satisfaction Index
(ACSI). The
ACSI
is
up
0.4%
to an
overall
score
of
75.2 on the
ACSI’s
100-point
scale, the
highest
quarterly
national
average
in the ACSI’s 14-year history.

However, although customer

satisfaction growth in the
aggregate
continues, the
rate
has
slowed and many
individual
companies
measured this
quarter
are
falling
behind. Of
the
companies
measured in the
first
quarter
of
2007,
the
ACSI
saw
more
drops
than gains
in
satisfaction.

“In addition to the

large
number
of
decliners, the
rate
of
improvement
in satisfaction has
slowed,”
said Professor
Claes
Fornell, director
of
the
University
of
Michigan’s
National
Quality
Research Center, which compiles
and
analyzes
the
ACSI
data. “Companies
don’t
have
much pricing power
unless
there
is
shrinking
supply
or
higher
customer
satisfaction.
There
are
no signs
of
the
former
in most
industries, so the
latter
becomes
more
critical.
Companies
may
begin to see
narrowing
profit
margins
unless
there
is
further
improvement
in customer satisfaction.”

ACSI
has
consistently
predicted future
consumer
spending
and is
an indicator
of
financial
performance
at
both the
company
and industry
level. The
latest
ACSI
data
suggest
that
depending
on the
impact
of
consumer
debt
burden, consumer
spending
growth will
be
in
the
range of 3.1% to 3.9% in the second quarter of 2007.

In
the
first
quarter
of
every
year,
the
ACSI
measures
customer
satisfaction with the
quality
of
products
and services
in energy
utilities, airlines, express
delivery, U.S. Postal
Service,
hospitals, hotels, fast
food restaurants, cable
&
satellite
TV
and telecommunications
services.

Telecommunications: Cable and Satellite TV Remain Low, Wireless Continues to Improve

The
telecommunications
sector
as
measured by
the
ACSI
is
made
up
for
four
industries:
fixed-line service, wireless service, cable and satellite television, and cell
phones.
The
fixed-line
telephone
providers
maintain a
consistent
industry
score
of
70. Qwest
and
Verizon see
slight
increases
to 72, but
Cox
drops
six
points
to 70 and
AT&T
(70)
and
Comcast
(67)
drop
as
well. Embarq improves
two points
to 66 but
remains
last
in the
category.

A
second year
of
improvement
in the
wireless
industry
puts
it
at
an all-time
high:
up
3%
to
a
score
of
68. However, even with this
year’s
gain, wireless
service
remains
one
of
the
five
lowest
scoring
industries
in ACSI. AT&T
Mobility, the
new
incarnation of
Cingular
Wireless, makes
a
big
jump, up
8%
to 68, while
Verizon Wireless
(71)
and T-Mobile
(70)
show
gains
of
3%
and 1%, respectively. But
not
all
wireless
providers
are
on the
way
up.
Satisfaction with Sprint
Nextel
is
falling well
behind competition (seven
points
behind the
nearest
competitor), and now stands at 61, a 3% drop from a
year
ago.

The
perennially low-scoring cable
and satellite TV industry
drops 2% to 62, the lowest level
of
customer
satisfaction among
all
industries
covered by
ACSI.
None
of
the
providers
has
improved on customer
satisfaction this
year. Comcast
(down 7%
to 56), DirecTV
(down 6%
to 67) and Time Warner
Cable (down 5% to 58)
all tumble.

In cell
phones, Motorola
and Nokia
both advance
to 72, but
Samsung
falls
three
points
to

70.
Airlines
and
Hotels:
The
Trouble
with
Travel

Trouble
continues
for
the
travel-related industries. The
ACSI
score
for
airlines
falls
3%
to
63, its
lowest
level
in 7 years.
The
same
problems
that
have
pulled
airline
passenger
satisfaction down the
past
few
years
– disenchanted employees, increasing
fuel
costs,
bankruptcy, and now
also record levels
of
lost, delayed, and damaged luggage
– cause
it
to
drop again.

United Airlines
suffers
the
largest
fall
in satisfaction. Down 11%
to 56,
United is
now
the
lowest
scoring
airline
by
a
substantial
margin and is
in fact, one
of
the
lowest
scoring
companies
measured by
the
ACSI. Delta
(59)
also drops
nearly
8%. Southwest
Airlines
stands
apart
from
the
rest
again this
year. Up
3%
to a
score
of
76, Southwest
leads
the
airline
business in passenger satisfaction and profitability.

The
hotel
industry
also falls, down 5%
to 71, its
lowest
score
since
2002. Most
of
this,
however, is
due
to a
decline
among
smaller
hotel
chains. Marriott
is
the
industry
leader, up
5%
to 79 – its
best
score
since
1994. Hyatt
improved 2.7%
to a
score
of
77, while
Hilton
declined 3.6% to a score
of 76.
Restaurants: Sit Down Restaurants Trump the
Drive-Thru

The fast food industry

is
unchanged this
year at 77. Only
one restaurant, Pizza Hut, registers
a
significant
change
– its
customer
satisfaction score
drops
by
5%
to 72. Starbucks
and
Wendy’s
lead the
category
with a
score
of
78 and McDonald’s
brings
up
the
rear
with a
score of 64.
EXECUTIVE SUMMARY

TITLE
OF
THE
STUDY

“A
Study On
the
Satisfaction
of customers at
SRM
Hotels, Chennai”

RESEARCH
PROBLEM

The
only
way
to stand apart
from
the
rest
of
the
industry
is
to improve
the
organization’s
customer
service.
It
has
been more
than one
year
since
the
last
customer
satisfaction
study
was
conducted in SRM
Hotel,
Chennai
and the
organization required a
study
to
undertake corrective actions to improve
it
services.

OBJECTIVES
OF
THE
STUDY
Primary
Objective
:-

“To study the

customer
satisfaction” this
includes

•
Measuring
satisfaction of
its
three
main services
namely
Rooms, F&B
services
and Swimming Pool
facilities
and comparing
the
satisfaction of
rooms
and its
F&B services
with the overall
satisfaction of
the hotel.
•
Analysis
of
satisfaction of
customers
based in their
age, nationality
and
occupation.
•
Ranking
of factors affecting
the satisfaction of
rooms.
•
Measuring
the
overall
satisfaction of
the
hotel
LIMITATION
OF
THE
STUDY

The
followings were
some of
the
limitations
I
faced while conducting
efficient
study
of
the
topic:

1. Time
frame
of
was
not
enough to
get
larger
sample
size.
2. A
majority
of
the customers were not
willing
to
take the
time
to fill
the
form.
METHODOLOGY
OF
THE
STUDY
.
WWWType of
Research was
– Descriptive Research
.
WWWData Source was
-Primary
and
secondary
data source
.
WWWSampling
techniques
was
– Convenience
.
WWWData
collection tool
was
– Questionnaire
.
WWWMethod of
data collection was
– Questionnaire
.
WWWSample Size was
– 150
customers
.
WWWData analysis
and interpretations using
statistical
tools.
.
WWWListing
of findings
.
WWWSummations and Report
RESERCH METHODLOGY OF
THE
STUDY

Meaning:

Research simply
means
a
search for
facts-answers
to questions
and solution to
problems. It is
purposive
investigation. It is “organized inquiry”.
It seeks to find explanation
to unexplained phenomenon, to clarify
the
doubtful
propositions
and to correct
the
misconceived facts.

Research
methodology
is
a
way
to
systematically
solve
the
research
problem. It
may
understand as
a
science
of
studying
how
research is
done
scientifically
and the
methods
in
research only.

Methodology
adopted in this
project
work
is
‘Descriptive
type.’
The
data
has
been
collected from
primary
as
well
as
secondary
sources
such as
questionnaire, annual
reports,
magazine and books.

Research
Design:

The
research design is
the
conceptual
structure
within the
research
will
be
conducted
design includes
amount
lines
of
what
the
researcher
“will
do from
working.”
During
the
research, descriptive
research design has
used. Descriptive
research is
undertaken in many
circumstances. When the
characteristic
of
certain goods, such as
Age, Sex, Educational
level and Occupation.

Descriptive
study
is
a
fact-finding
investigation with adequate
interpretation. It
is
the
simplest type of research.
Sampling
Technique:

The
Non-Probability
sampling
procedure
has
been used in this
study.
Non-Probability
sampling
does
not
adopt
the
theory
of
probability
and it
does
give
a
representative
sample
of
population.

Sampling
Type:

In this
study
Convenience
sampling
type
is
used. This
is
Non-Probability
sampling. It
means
selecting
sample
units
in a
just
‘hit
and miss’
fashion. E.g. interviewing
people
whom
we
happen to meet. The
sampling also means
selecting
whatever
sampling
units
are
conveniently available.

Sample
size:

150 employees are selected for the study as the sample size.

Method
of
data
collection:

Both primary and secondary data

collection have
been taken for this research study.

Primary
data:

The
primary data are those, which are collected afresh and for the first time, and
thus happen to be original in character. The
primary
data is collected using
a well –
designed questionnaire in English. The
primary data is collected directly
from
customers.

Secondary
data:

Secondary data means data that are

already
available. The secondary data is
collected with the help of hotel
records, hotel
manual, internet etc.

Research
instrument:

In this study, questionnaire is used as research instrument. The questionnaire

consists of a number of questions
presented to the
respondents. Questionnaire was
carefully
developed, tested and debugged before it was distributed on a large scale.
Pilot
Study:

The researcher has conducted “pilot study”

before
conducting the survey; the
questionnaire was distributed to five respondents for finding the
weakness
of the
questionnaire. The
respondents
understood the terms of the questionnaire. So the researcher
distributed the same questionnaire to all the 150 employees.

Statistical
tools:

The statistical methods, which are used, for the research are:

•
Percentage Analysis
Percentage
Analysis
Method:

The method is used to make a comparison between two or more serves of data.
Percentage refers
“for
every hundred”. It is used to make easy
comparisons of fractions. In
the study, fractions of respondents choosing different answers
are
converted into
percentages and interpretations are made.

Formula:

No. of respondents Percentage = X 100 No. of total respondents

SCOPE:-

POPULATION:-

The Population of the study is customers of various hotels namely

TIME:-

The research was done during the months of April and May.

PLACE:-

The research was done in Bilaspur,Chhattisgarh.

SOURCE:-

The source of data was primary, i.e from the customers staying in SRM Hotel and also
secondary data.

RESEARCH DESIGN OF THE STUDY:-

The method of research, which is used for this study, is the survey and the research
design is descriptive.

SAMPLE DESIGN

Convenience sampling was used for this research where the researcher select any readily
available individuals as participants.

Formulation of Questionnaire:

Multiple-choice questions:

A question which have three or more Options i.e. like Excellent, Very good, good, satisfactory
and poor.

Open-Ended questions:
A question that may respondents can answer their views in unlimited number of ways.

Actual data collection:

The researcher used questionnaire method to collect actual data. Questionnaire consists of a
number printed in sequence order.

DATA ANALYSIS AND INTERPRETATION

Data analysis:

The data after collection has to be processed and analyzed in accordance with the
outline laid down for the purpose at the time of developing the research plan. This
is essential for a scientific study and for ensuring that we have all the relevant
data. Processing implies editing. Classification and tabulation of collected data so
that they acquiescent to analysis.

The term analysis refers to the computation of certain measure along with
searching for
patterns of relationship that exists among data-group. This “in the process of
analysis,
relationship of differences supporting or conflicting with original or new
hypothesis should
be subjected to statistical tests of significance to determine with what validity data
can be said to indicate and conclusion”
The whole chapter of analysis and interpretation is based on the responses of 150
respondents who were administered with a questionnaire schedule, which contain
the personal data their views about the work environment, the reasons for attrition
and the measures to control them.

Interpretation:

Interpretation refers to the task of drawing inferences from the collected facts
after an analytical and experimental study. In fact, it is a search for broader
meaning of research findings. The task of interpretation has two major aspects
they are,

• The effort to establish continuity in research through linking the results of given
study with those of another.
• The establishment of some explanatory concepts. It is essential for the simple
reason that the usefulness and utility of research findings lie in proper
interpretation.
ANALYSES AND INTERPRETATIOON

1. Satisfaction of Customers in relation to rooms based on:-

Hotel Cheap Appropriate Exp pensive

% % %
Courtyard by Marriott

The Aananda Imperial

East Park

Tariff of the room Excellent

22.22
25
26.67
satisfa
actory
47.62
48.61
6.67
Moder
rate
28.57
26.39
6.67
Unsatiisfactory
0
0
46.67
Poor
1.58
0
13.33
Total
100
100
100
1. Tariff of the room Frequency Percent Valid Percent Cumulative Percent Valid Cheap
Appropriate Expensive Total
63
72
15
150
42.0
48.0
10.0
100.0
42.0
48.0
10.0
100.0
42.0
90.0
100.0

TTariff
of
the
room

INTERPRETATIONS:-

Out
of
the
63%
of
the
responndents
who
said
that
the
tariff
was
cheap
47.62%
%
felt
that
the
services
of
the
hotel
were
satiisfactory.
2.
Safety
SSafety
Safe
%
Unsafe
%
Overall
opinion
Excellennt
24.16
0
Satisfacctory
44.29
0
Modera
ate
25.5
0
Unsatisffactory
4.69
0
Poor
1.34
100
Total
100
100

Safety

Frequency
Percent
Valid
Percent
Cumulative
Percent
Valid
Safe
Unsafe
Total
149
1
150
99.3
.7
100.0
99.3
.7
100.0
99.3
100.0

INTERPRETATIONS:-

Above
99%
of
the
respondentts
felt
that
the
hotel’s
safety
standards
were
up
tto
the
mark
and
out
of
that
44.29%
said
thhat
the
services
of
the
hotel
were
satisfactory.
3.
Cleanliness
Cleanliness
Spotless
%
Clean
%
Dirty
%
Overall
opinion
Excellennt
78.78
8.77
0
Satisfacctory
15.15
53.51
0
Modera
ate
6.06
31.58
0
Unsatisffactory
0
5.26
33.33
Poor
0
0.87
66.67
Total
100
100
100

Cleanliness

Frequency
Percent
Valid
Percent
Cumulative
Percent
Valid
Spotless
Clean
Dirty
Total
33
114
3
150
3
4
3
0
22.0
76.0
2.0
100.0
22.0
76.0
2.0
100.0
22.0
98.0
100.0

INTERPRETATIONS:-

22%
of
the
respondents
felt
thhat
the
rooms
were
spotless
and
out
of
that
78%%
felt
that
the
services
of
the
hotel
were
exccellent
and
out
of
the
2%
who
felt
that
the
roomms
were
dirty
66.67%
felt
that
the
services
oof
the
hotel
were
poor.
4.
Layout
Layout
Spacious
%
Moderate
%
Unsatisfactory
%%
Overall
opinion
Excellent
52.63
20.32
112.5
Satisfactory
36.84
45.53
337.5
Moderate
10.57
29.27
0
Unsatisfactorry
0
4.06
25
Poor
0
0.81
25
Total
100
100
1100

Layout

Frequencyy
Percent
Valid
Percent
Cumulative
Percent
Valid
Spacious
Moderate
Unsatisfactory
Total
1
12
15
19
23
8
50
12.7
82.0
5.3
100.0
12.7
82.0
5.3
100.0
12.7
94.7
100.0

INTERPRETATIONS:-

82%
of
the
respondents
feelt
that
the
layout
of
the
room
was
moderate
andd
out
of
that
45.53%
felt
that
the
serviices
of
the
hotel
were
satisfactory.
5.
Facilities
in
the
room
Facilities
of
the
Exccellent
%
Satisfactory
%
Moderate
%
Unsatissfactory
%
Poor
%
Overall
opinion
Excellent
50
14.89
18.46
0
25
satisfactory
34.37
51.06
44.62
100
0
Moderate
12.5
25.53
22.85
0
0
Unsatisfactory
3.125
4.25
3.07
0
50
Poor
0
4.25
0
0
25
Total
100
100
100
100
100

Facilities
of
the
room

Frequuency
Percent
Valid
Percent
Cumulative
Percent
Valid
Excellent
satisfactory
Moderate
Unsatisfactory
Poor
Total
32
47
65
2
4
150
21.3
31.3
43.3
1.3
2.7
100.0
21.3
31.3
43.3
1.3
2.7
100.0
21.3
52.7
96.0
97.3
100.0

INTERPRETATIONS:-

43.3%
of
the
respondents
feltt
that
the
facilities
of
the
room
were
moderate
annd
out
of
that
44.62%
felt
that
the
services
oof
the
hotel
were
satisfactory.
6. Ambience
Ambience
Lighting
Odour
Frequency
Percent
Frequency
Percent
Excellent
23
15.3333
16
10.66667
satisfactory
90
60
99
66
Moderate
35
23.3333
34
22.66667
Unsatisfactory
2
1.33333
1
0.666667
Total
150
100
150
100

Ambience
in
terms
of
lighting
&
Odour

70605040Percentage%
3020100ExcellentsatisfactoryModerateUnsatisfactoryLightingPercentOdourPercent
INTERPRETATIONS:-

The
majority
of
the
customers
surveyed felt
that
the
ambience
in terms
of
both lighting
and odour
were
more than moderate
to
excellent.
7. Room
Service
in
terms
of
promptness
and
friendliness
Room
Service
Prompt
Friendly
Frequency
Percent
Frequency
Percent
Yes
117
78
87
58
No
33
22
63
42
Total
150
100
150
100

Room
Service
in
terms
of
friendliness
&
promptness

80706050Percentage%403020100PromptFriendlyYesNoINTERPRETATIONS:-
78%ofthecustomerssurveyed had theopinion thattheroomservicewaspromptwhile42%surveyed
said thatitwasnotfriendly.
8.
Bathroom
Facilities
Bathroom
facilities
Topnotch
%
Moderate
%
Inadequaate
%
Overall
opinion
Excellentt
28.125
0
0
satisfactoory
43.75
47.37
33.33
Moderatee
22.65
47.36
0
Unsatisfa
actory
3.91
5.26
33.33
Poor
1.56
0
33.33
Total
100
100
100

BBathroom
facilities

Frequenccy
Percent
Valid
Percent
Cumulative
Percent
Valid
Topnotch
Moderate
Inadequate
Total
1
1
128
19
3
150
85.3
12.7
2.0
100.0
85.3
12.7
2.0
100.0
85.3
98.0
100.0

INTERPRETATIONS:-

85.3%
of
the
respondents
fellt
that
the
bathroom
facilities
were
topnotch
annd
out
of
that
only
28.125%
felt
that
the
services
of
the
hotel
were
excellent
suggessting
that
the
bathroom
facilities
were
not
such
an
important
factor
in
deciding
the
overaall
opinion
of
the
hotel.
9.
View
from
the
Balcony
View
from
Balcony
Fantastic
%
Satisfactory
%
Dull
%%
Overall
opinion
Excellent
t
36.95
14.77
37.55
satisfactoory
43.48
46.59
31.255
Moderatee
15.21
32.95
12.55
Unsatisfa
actory
4.34
4.54
6.255
Poor
0
1.13
12.55
Total
100
100
1000

VView
from
Balcony

Frequenccy
Percent
Valid
Percent
Cumulative
Percent
Valid
Fantastic
Satisfactory
Dull
Total
1
46
88
16
150
30.7
58.7
10.7
100.0
30.7
58.7
10.7
100.0
30.7
89.3
100.0

INTERPRETATIONS:-

58.7%
of
the
respondents
feltt
that
the
view
from
the
balcony
was
satisfactorry
and
out
of
that
46.59%
felt
that
the
serviices
of
the
hotel
were
satisfactory.
Satisfaction
of
cusstomers
in
relation
to
the
Food
&
Beverages
seervices.

10.
Quality
of
food
Restaurant,
Quality
Excellent
%
Satisfactory
%
Moderate
%
Unsatisfactory
Poor
%
Overall
opinion
Excellent
21.43
25
15.78
33.33
60
satisfactory
42.85
54.6
39.47
26.67
0
Moderate
32.14
15.625
34.21
33.33
20
Unsatisfactoryy
3.57
4.68
7.89
0
0
Poor
0
0
2.63
6.67
20
Total
100
100
100
100
100

Restaurant,
Quality
of
food

Frequency
Percent
Valid
Percent
Cum
Pe
mulative
ercent
Valid
Excellent
satisfactory
Moderate
Unsatisfacto
Poor
Total
ory
28
64
38
15
5
150
18.7
42.7
25.3
10.0
3.3
100.0
18.7
42.7
25.3
10.0
3.3
100.0
18.7
61.3
86.7
96.7
100.0

INTERPRETATIOONS:-

42.7%
of
the
respoondents
felt
that
the
quality
of
the
food
was
satissfactory
and
out
of
that
54.68%
felt
that
thee
services
of
the
hotel
were
satisfactory.
11.
Price
of
the
food
Restaurant,
Price
of
food
Cheap
%
Appropriate
%
Exxpensive
%
Overall
opinion
Excellen
nt
14.28
25
23.94
satisfact
tory
71.43
40.28
45.07
Moderatte
14.28
26.39
25.35
Unsatisf
factory
0
6.94
2.81
Poor
0
1.39
2.81
Total
100
100
100
Restaaurant,
Price
of
food

Frequenccy
Percent
Valid
Percent
Cumulative
Percent
Valid
Cheap
Appropriate
Expensive
Total
1
7
72
71
150
4.7
48.0
47.3
100.0
4.7
48.0
47.3
100.0
4.7
52.7
100.0

INTERPRETATIONS:-

47.3%
of
the
respondents
fellt
that
the
food
was
expensive
and
out
of
the
4..7%
who
said
that
the
food
was
cheap,
aboove
85%
felt
that
services
of
the
hotel
were
saatisfactory
or
excellent
suggesting
that
thee
price
of
the
food
was
an
important
factor
in
deciding
the
overall
opinion
of
the
hotel.
12. Waiters
Waiters
Knowledgeable
Friendly
&helpful
Frequency
Percent
Frequency
Percent
Yes
142
94.66667
148
98.6666667
No
8
5.333333
2
1.33333333
Total
150
100
150
100

Are
the
waiters
knowledgeable, friendly
&
helpful

1008060Percentage%
40YesNo200KnowledgeableFriendly&helpful
INTERPRETATIONS:-

Above
94%
of
the
customers
surveyed felt
that
the
waiters
were
knowledgeable
and a
majority
of
the customers
felt
that
the waiter
were friendly
and helpful.
13.
Waiting
Period
Do
you
have
to
wawait
long
for
the
service
Yes
%
No
%
Overall
opinion
Excelllent
23.45
24.63
satisf
factory
55.55
30.43
Modeerate
14.81
37.68
Unsa
atisfactory
4.93
4.34
Poor
1.23
2.89
Total
100
100

Do
you
have
to
wwait
long
for
the
service

Frequency
Percent
Valid
Percent
Cumulative
Percent
Valid
Yes
No
Total
81
69
150
54.0
46.0
100.0
54.0
46.0
100.0
54.0
100.0

INTERPRETATIONS:-

46%
of
the
respondents
felt
thhat
they
had
to
wait
long
for
the
food
to
arrive
aand
out
of
the
54%
who
said
that
they
didnn’t
have
to
wait
long
above
54%
felt
that
the
seervices
of
the
hotel
were
satisfactory
to
exccellent.
Satisfaction
of customers in
relation
to swimming pool

14. Satisfaction of
customers
based on the following
factors:-
6. Wash Rooms.
7. Cleanliness.
8. Swimming
pool
layout.
9. Lifeguards.
10.
View
WashRoomsCleanlinessSwimmingpoollayoutLifeguardsViewFreq.%Freq.%Freq.%Freq.%Freq
.%
Excellent69465939.33117.334127.3321.33satisfactory3422.676140.6763427147.3374.67Mode
rate4328.672617.335033.333523.336241.33Unsaisfactory3221.331711.33324731.33Poor10.67
21.3396003221.33Total150100150100150100150100150100Swimmingpool5045403530Perce
ntage%2520151050WashRoomsCleanlinessSwimmingpoollayoutLifeguardsViewExcellentsatis
factoryModerateUnsatisfactoryPoorINTERPRETATIONS:-
46%ofthecustomerssurveyed feltthatthewashingroomswereofexcellentstandardsand
therewereveryfewcustomerswho had anegativeopinion aboutthewashingrooms.
Morethan 79%ofthecustomerssurveyed feltthattheswimming poolpremisesweremaintainedand
thattheywereveryclean. 42%ofthecustomerssurveyed
feltthatthelayoutoftheswimmingpoolwassatisfactoryand morethan
33%ofthecustomersfeltthatitwasjustmoderate. Morethan
74%ofthecustomerssurveyedfeltthatthelifeguardsattheswimmingpoolweresatisfactorytoexcellent
.
Analysis
of
satisfaction
basedd
on
the
general
profile

15.
Age
Age
FFrequency
Percent
Valid
Percent
Cumulative
Percent
Valid
20-30
30-40
40-50
Above
50
Total
65
32
30
23
150
43.3
21.3
20.0
15.3
100.0
43.3
21.3
20.0
15.3
100.0
43.3
64.7
84.7
100.0
INTERPRETATION:-
Around
43%
of
the
respoondents
were
in
the
age
group
20-30
sugg
gesting
that
SRM
Hotel’s
customers
weree
mainly
of
young
age.
16.
Variation
of
overall
opinnion
with
age.
Overall
opinion
*
Age
Crosstabulation

Age
Total20-30
30-40
40-50
Abo
ove
50
Overall
opinion
Excellent
C
%
Count
%
within
Age
19
29.2%
1
3.1%
13
43.3%
3
13.0%
36
24.0%
satisfactory
C
%
Count
%
within
Age
27
41.5%
20
62.5%
7
23.3%
12
52.2%
66
44.0%
Moderate
C
%
Count
%
within
Age
16
24.6%
8
25.0%
10
33.3%
4
17.4%
38
25.3%
Unsatisfactory
C
%
Count
%
within
Age
1
1.5%
2
6.3%
4
17.4%
7
4.7%
Poor
C
%
Count
%
within
Age
2
3.1%
1
3.1%
3
2.0%
Total
CCount
%
within
Age
65
100.0%
32
100.0%
30
100.0%
1
23
100.0%
150
100.0%

INTERPRETATION:-

The
overall
opinion
is
influennced
by
the
age
group
and
we
find
that
those
whho
felt
that
the
services
of
the
hotel
weree
unsatisfactory
or
poor
were
above
50
suggestinng
that
they
were
a
difficult
section
of
peoople
to
satisfy.
17.
Variation
of
opinion
aboout
the
friendliness
of
room
service
with
age
Rooom
service,
Friendly
*
Age
Crosstabulation

Age
Total20-30
30-40
40-50
Abovve
50
Room
service,
Yes
Coun
nt
41
17
14
15
87
Friendly
%
wwithin
Age
63.1%
53.1%
46.7%
665.2%
58.0%
No
Coun
nt
24
15
16
8
63
%
wwithin
Age
36.9%
46.9%
53.3%
334.8%
42.0%
Total
Coun
nt
65
32
30
23
150
%
wwithin
Age
100.0%
100.0%
100.0%
1000.0%
100.0%

INTERPRETATIONS:-

A
majority
of
the
customers
w
who
felt
that
the
room
service
was
not
friendly
wwere
in
the
age
groups
30-40
and
40-50.
18.
Variation
of
opinion
on
the
price
of
the
food
served
with
age
Reestaurant,
Price
of
food
*
Age
Crosstabulation

Age
Total20-30
30-40
40-50
AAbove
50
Restaurant,
Price
of
food
Cheap
C
%
Count
%
within
Age
6
9.2%
1
3.1%
7
4.7%
Appropriate
CCount
23
19
19
11
72
%%
within
Age
35.4%
59.4%
63.3%
47.8%
48.0%
Expensive
CCount
36
12
11
12
71
%%
within
Age
55.4%
37.5%
36.7%
52.2%
47.3%
Total
CCount
65
32
30
23
150
%
within
Age
100.0%
100.0%
100.0%
100.0%
100.0%
INTERPRETATION:

A
majority
of
the
respondentss
who
felt
that
the
food
was
expensive
was
in
thee
age
groups
20-30
and
above
50.
19.
Variation
of
opinion
on
wwaiting
period
for
food
with
age
Do
you
havve
to
wait
long
for
the
service
*
Age
Crosstabulation

Age
Total20-30
30-40
40-50
Above
50
Do
you
have
to
wait
long
for
the
service
Yes
Count
%
within
Age
39
60.0%
18
56.3%
9
30.0%
15
65.2%
81
54.0%
No
Count
26
14
21
8
69
%
within
Age
40.0%
43.8%
70.0%
34.8%
46.0%
Total
Count
65
32
30
23
150
%
within
Age
100.0%
100.0%
100.0%
100.0%
100.0%

INTERPRETATION:-

All
the
age
groups
except
the
40-50
age
group
felt
that
they
had
to
wait
long
ffor
the
food
to
come.
20.
Occupation
Occupation

Frequency
Percent
Valid
Percent
Cumulative
Percent
Valid
Business
Doctors
Engineers
Others
Total
62
17
24
47
150
41.3
11.3
16.0
31.3
100.0
41.3
11.3
16.0
31.3
100.0
41.3
52.7
68.7
100.0
3
7
7
0
21.
Variation
of
overall
l
opinion
with
occupation
OOverall
opinion
*
Occupation
Crosstabulation

Occupation
TotalBusiness
Doctors
Engineers
Others
Overall
opinion
Excellent
Count
%
wit
t
thin
Occupation
14
22.6%
3
17.6%
8
33.3%
11
23.4%
36
24.0%
satisfactory
Count
%
wit
t
thin
Occupation
27
43.5%
9
52.9%
6
25.0%
24
51.1%
66
44.0%
Moderate
Count
%
wit
t
thin
Occupation
16
25.8%
4
23.5%
9
37.5%
9
19.1%
38
25.3%
Unsatisfactory
Count
%
wit
t
thin
Occupation
3
4.8%
1
4.2%
3
6.4%
7
4.7%
Poor
Count
%
wit
t
thin
Occupation
2
3.2%
1
5.9%
3
2.0%
Total
Count
%
wit
t
thin
Occupation
62
100.0%
17
100.0%
24
100.0%
47
100.0%
150
100.0%

INTERPRETATION:-

Businessmen
and
doctors
makke
up
the
bulk
of
SRM
Hotel’s
satisfied
customeers.
22.
Variation
of
opinion
n
about
the
friendliness
of
room
service
with
ooccupation
Roomm
service,
Friendly
*
Occupation
Crosstabulation

Occupation
TotalBusiness
Doctors
Engineers
OOthers
Room
service,
Yes
Count
35
11
15
26
87
Friendly
%
withhin
Occupation
56.5%
64.7%
62.5%
55.3%
58.0%
No
Count
27
6
9
21
63
%
withhin
Occupation
43.5%
35.3%
37.5%
44.7%
42.0%
Total
Count
62
17
24
47
150
%
withhin
Occupation
100.0%
100.0%
100.0%
100.0%
100.0%

INTERPRETATION:-

Among
the
respondents
who
felt
that
the
room
service
of
the
hotel
was
not
friendly,
businessmen
and
peoople
in
the
others
category
felt
it
the
most.
23.
Variation
of
opinion
on
tthe
price
of
the
food
served
with
occupation
Restauraant,
Price
of
food
*
Occupation
Crosstabulation

Occupation
TotalBusiness
Doctors
Engineers
Otherss
Restaurant,
Cheap
Count
5
1
1
7
Price
of
food
%
withhin
Occupation
8.1%
4.2%
2.11%
4.7%
Appropriate
Count
34
8
10
20
72
%
withhin
Occupation
54.8%
47.1%
41.7%
42..6%
48.0%
Expensive
Count
23
9
13
26
71
%
withhin
Occupation
37.1%
52.9%
54.2%
55..3%
47.3%
Total
Count
62
17
24
47
150
%
withhin
Occupation
100.0%
100.0%
100.0%
100.0%
100.0%
INTERPRETATION:-

Only
a
majority
of
the
busineessmen
found
that
the
food
was
appropriately
priiced
otherwise
people
from
all
threee
categories
felt
that
the
food
was
expensive.
24.
Variation
of
opinion
n
on
waiting
period
for
food
with
occupation
Do
you
have
to
wait
long
for
the
service
*
Occupation
Crosstabulation

Occupation
TotalBusiness
Doctors
Engineers
Others
Do
you
have
to
wait
Yes
Coount
24
11
15
31
81
long
for
the
service
%
within
Occupation
38.7%
64.7%
62.5%
66.0%
54.0%
No
Coount
38
6
9
16
69
%
within
Occupation
61.3%
35.3%
37.5%
34.0%
46.0%
Total
Coount
62
17
24
47
150
%
within
Occupation
100.0%
100.0%
100.0%
100.0%
100.0%

INTERPRETATION:-

Other
than
businessmen
who
were
accustomed
to
long
lunches
and
dinners
(wworking
meals)
all
the
section
of
peop
ple
felt
that
they
had
to
wait
unusually
long
for
thhe
food
to
arrive.
25.
Ranking
of
the
main
facctors
affecting
room
satisfaction
The
following
is
the
table
of
all
the
nine
factors
with
their
respective
ranks

Statistics

Price
of
Bathroom
View
from
the
room
Safetyy
Cleanlines
s
Layout
Facilities
Ambienc
Servi
facilities
Balcony
N
Valid
150
1150
150
150
150
150
150
150
150
Missing
0
0
0
0
0
0
0
0
0
Mode
1.00
4..00
3.00
7.00
2.00
8.00
6.00
9.00
5.00

From
the
above
graph
it
is
evvident
that
customers
rate
the
following
factors
aaccordingly
Rank
1
–
Price
of
the
room
Rank
2
–
Facilities
Rank
3
–
Cleanliness
Rank
4
–
Safety
Rank
5
–
View
from
the
balcoony
Rank
6
–
Room
Service
Rank
7
–
Layout
Rank
8
–
Ambience
Rank
9
–
Bathroom
facilities
26.
Overall
opinion
of
the
cus
stomers
about
the
hotel
Overall
opinion

Frequeency
Percent
Valid
Percent
Cumulative
Percent
Valid
Excellent
satisfactory
Moderate
Unsatisfactory
Poor
Total
36
66
38
7
3
150
24.0
44.0
25.3
4.7
2.0
100.0
24.0
44.0
25.3
4.7
2.0
100.0
24.0
68.0
93.3
98.0
100.0

INTERPRETATIONNS:-

44%
of
the
customers
suurveyed
said
that
the
hotel
was
satisfactory
and
224%
said
that
it
was
excellent
FINDINGS

Room
Services

•
Out
of
the
63%
of
the
respondents
who said that
the
tariff
was
cheap 47.62%
felt
that
the
services of
the hotel
were
satisfactory.
•
Above
99%
of
the
respondents
felt
that
the
hotel’s
safety standards
were
up
to
the
mark and out
of
that
44.29%
said that
the services
of
the
hotel
were satisfactory.
•
22%
of
the
respondents
felt
that
the
rooms
were
spotless
and out
of
that
78%
felt
that
the
services
of
the
hotel
were
excellent
and
out
of
the
2%
who felt
that
the
rooms were
dirty
66.67%
felt
that
the services
of
the
hotel
were
poor.
•
82%
of
the
respondents
felt
that
the
layout
of
the
room
was
moderate
and out
of
that
45.53%
felt
that
the
services of
the hotel were
satisfactory.
•
43.3%
of
the
respondents
felt
that
the
facilities
of
the
room
were
moderate
and out
of
that
44.62% felt
that
the services
of
the hotel
were
satisfactory.
•
The
majority
of
the
customers
surveyed felt
that
the
ambience
in terms
of
both
lighting
and odor
were
more
than moderate
to
excellent.
•
78%
of
the
customers
surveyed had the
opinion that
the
room
service
was
prompt
while 42%
surveyed said
that
it
was
not
friendly.
•
85.3%
of
the
respondents
felt
that
the
bathroom
facilities
were
topnotch and
out
of
that
only
28.125%
felt
that
the
services
of the
hotel
were
excellent
suggesting
that
the
bathroom
facilities
were
not
such an important
factor
in deciding
the
overall
opinion of
the hotel.

•
58.7%
of
the
respondents
felt
that
the
view
from
the
balcony
was
satisfactory
and
out
of
that
46.59%
felt
that
the services
of
the hotel
were
satisfactory.
F&B
Services

•
42.7%
of
the
respondents
felt
that
the
quality
of
the
food was
satisfactory
and out
of
that
54.68% felt
that
the services
of
the hotel
were
satisfactory.
•
47.3%
of
the
respondents
felt
that
the
food was
expensive
and out
of
the
4.7%
who said that
the
food was
cheap, above
85%
felt
that
services
of
the
hotel
were
satisfactory
or
excellent
suggesting
that
the
price
of
the
food was
an important
factor in deciding
the
overall
opinion of
the hotel.
•
Above
94%
of
the
customers
surveyed felt
that
the
waiters
were
knowledgeable
and a
majority
of
the customers
felt
that
the waiter
were friendly
and helpful.
•
46%
of
the
respondents
felt
that
they
had to wait
long
for
the
food to
arrive
and out
of
the
54%
who said that
they
didn’t
have
to wait
long
above
54%
felt
that
the
services
of
the
hotel
were satisfactory
to
excellent.
Swimming
Pool

•
46%
of
the
customers
surveyed felt
that
the
washing
rooms
were
of
excellent
standards
and there
were
very
few
customers
who had a
negative
opinion
about
the
washing
rooms.
•
More
than 79%
of
the
customers
surveyed felt
that
the
swimming
pool
was
maintained and that
they
were very
clean.
•
42%
of
the
customers
surveyed felt
that
the
layout
of
the
swimming pool
was
satisfactory
and more
than 33%
of
the
customers
felt
that
it
was
just
moderate.
•
More
than 74%
of
the
customers
surveyed felt
that
the
lifeguards
at
the
swimming
pool
were satisfactory
to excellent.
Analysis
of
satisfaction
based
on
the
general
profile

•
The
overall
opinion is
influenced by
the
age
group
and we
find
that
those
who
felt
that
the
services
of
the
hotel
were
unsatisfactory
or
poor
were
above
50 suggesting
that
they
were
a difficult
section of
people to
satisfy.
•
A
majority
of
the
customers
who felt
that
the
room
service
was
not
friendly
were
in the age
groups 30-40 and 40-50.
•
A
majority
of
the
respondents
who felt
that
the
food was
expensive
was
in the
age
groups 20-30 and above
50.
•
All
the
age
groups
except
the
40-50 age
group
felt
that
they
had to wait
long
for
the
food to
come.
•
Businessmen and doctors make up
the
bulk of
SRM
Hotel’s
satisfied customers.
•
Among
the
respondents
who felt
that
the
room
service
of
the
hotel
was
not
friendly, businessmen and people
in the others category
felt
it
the
most.
•
Only
a
majority
of
the
businessmen found that
the
food was
appropriately priced
otherwise
people
from
all
three
categories
felt
that
the food was
expensive.
•
Other than businessmen,
who were accustomed to long
lunches and dinners
( working
meals),
all
the
section of
people
felt
that
they
had to
wait
unusually
long
for
the food to
arrive.
Ranking
of
factors
affecting
satisfaction
of
a
room

Rank 1 – Price of
the
room
Rank 2 – Facilities
Rank 3 – Cleanliness
Rank 4 – Safety
Rank 5 – Layout
Rank 6 – Room
Service
Rank 7 – View
of
the
balcony
Rank 8 – Ambience
Rank 9 – Bathroom
facilities

Overall
satisfaction
of
customers
of
SRM
Hotel.

44%
of the
customers
surveyed said that
the
hotel
was
satisfactory and 24%
said that
it
was
excellent.
 RECOMMENDATIONS

 A very high percentage of customers surveyed felt that the room service
was not friendly.SRM Hotel needs to rectify this by sending their personnel
in house keeping
 for some basic etiquette courses and their progress should be periodically
noted.
 A high percentage of customers surveyed felt that they were paying too
much for the food and that it was too expensive. SRM Hotel should try to
get rid of this notion by serving more for
 the same amount and adding more services in their F&B outlets. For eg.
They can bring music bands from outside to entertain the customers.
 Many of the customers felt that they had to wait long for the food to arrive.
SRM Hotel should take active steps to cut down on the waiting period. For
eg. They can hire more chefs.
 48.7% of the customers felt that the quality of food was moderate to poor.
SRM Hotel should see to it that they undergo a menu change more
frequently so that all classes of customers are satisfied.
 SRM Hotel should improve their services for people above 50. For eg. Give
them extra attention, being friendlier to them, prompter service etc.
 SRM Hotel should take more care of their Indian customers as they form
their third largest base. Impolite room service is just going to drive their
Indian Customers away.
 CONCLUSION

Customer Satisfaction plays a vital role in Hospitality Industry. Its goal is to

provide quality and prompt service to the fullest satisfaction of the customers.

The results and findings of this study clearly exemplifies that in-depth study has
been conducted and all the objectives set for the research work has been fully
accomplished and the analysis is also performed to maximum extent possible.

The study proves that customer satisfaction is the key to successful Hotel
Operations and this in turn serves as a potential for promotion and growth of the
Hotel.
BIBLIOGRAPHY

List of Books referred

1. Marketing Management – Twelfth Edition – A South Asian Perspective, Philip Kotler,

Kevin
2. Lane Keller, Abraham Koshy, Mithleshwar Jha
3. Modern Marketing Principles & Practices – Second Revised & Enlarged Edition, 1998,
Pillai
4. R.S.N., Bhagavathi
5. Business Research Methods – Ninth Edition – Special Indian Edition, Donald R Cooper,
Pamela S Schindler
6. Research Methodology – L.R. Potti List of sites
7. referred

1
 APPENDIX

Respected Sir / Madam,

I am Harry George currently pursuing MBTfrom Indira Gandhi National Open

University and as a part of study; I have been assigned to do a project on “A
STUDY ON THE SATISFACTION OF CUSTOMERS AT VARIOUS
HOTELS IN BILASPUR, CHHATTISGARH.”

In this regard, I request you to fill the following questionnaire so that it will help
me to pursue my study.

Tick the appropriate options in the boxes provided.

1. Nationality
2. Marital Status
3. With children Yes No
4. Age 20-30 30-40 40-50 Above 50
5. Occupation Business Doctors Engineers Managers Others
6. What is your overall opinion of the hotel?
Excellent Satisfactory Moderate Unsatisfactory Poor
7. Rank from 1-9 the following factors that you feel are most important to a room
Cost
Safety
Cleanliness
Layout
Facilities
Ambience
Room service
Bathroom facilities
View from the balcony
8. You find that the price of the room is
Cheap Appropriate Exp
9. You find that your belongings are
Safe Unsafe
10. You find that the room is
Spotless Clean Dirty
11. You find that the room is
Spacious Moderate Unsatisfactory
12. How do you rate the facilities of the room (internet & mini bar,
communications etc,
Excellent Satisfactory Moderate Unsatisfactory Poor
13. How do you find the ambience of the room?
Excellent Satisfactory Moderate Unsatisfactory Poor
14. Do you find that the room service of the hotel is Prompt
Yes No
Friendly
Yes No
15. How do you rate the bathroom facilities? (Amenities, Hygiene etc)
Topnotch Moderate Inadequate
16. You find that the view from the balcony is
Fantastic Satisfactory Dull
17. Rate the following features of the Swimming Pool
Excellent Satisfactory Moderate Unsatisfactory Poor
Washing rooms Cleanliness Layout Lifeguards View
19. How do you find the quality of the food in the restaurants?
Excellent Satisfactory Moderate Unsatisfactory Poor
20. You find that the price of the food and beverages sold are
Cheap Appropriate Expensive
21. Are the waiters (for both the restaurants and bars) Knowledgeable
Yes No
Friendly & helpful
Yes No
22. Do you find that you have to wait long for the food and beverages to be
served?
Yes No

THANK YOU