An Empirical Study On The Factors Influencing Customers' Satisfaction Experience And Expectation On Budget Hotel Keywords: 1.satisfaction 2.experience 3.expectation 4.budget Hotel

.0 Underpinning research question/s

Aim: This research is to investigate the factors influencing customers' satisfaction experience and expectation on budget hotel

 

Objectives:

(1) To extract the factors might influence customers' satisfaction experience on budget hotel

(2) To extract the factors might influence customers' expectation on budget hotel

(3) To carry out an empirical analysis to test the factors extracted on customers' satisfaction experience on budget hotel

(4) To carry out an empirical analysis to test the factors extracted on customers' expectation on budget hotel

 

3.0 Indicative contents Page for your dissertation

1. Introduction

2. Literature review

3. Methodology

4. Finding and analysis

5. Conclusion and recommendation

 

4.0 Recognition of associated theories

Customer Satisfaction (Customer Satisfaction Degree, referred CSD) after consumption of consumer objects and consumption of a personality and subjective emotional response to customer, customer satisfaction is the level of quantitative indicators. It can be understood as customer acceptance of products and services, comparability actually feel their expectations. For businesses, CSD may be used to determine the level of quality of products and services, find areas for improvement. Fornell, Liu Jinlan noted that CSD has two different concepts, namely customer satisfaction and cumulative satisfaction of a particular transaction. Customer satisfaction index (Customer Satisfaction Index, referred to as CSI) is a new measure of macroeconomic indicators in recent years, some developed countries and regions in the world are actively used in research and is used to measure a major customer for the product or service satisfaction level of quality indicators (Lin, 2014). A logical model econometric Fornell summarized the results of customer satisfaction theory, proposed by the customer expectations, perceived after the purchase, the purchase price and other factors thereof. This model of the CSD math methods and customers to buy goods or services of psychological perception combined using the least squares method for solving partial differential derived index is CSI. CSI presented theoretical breakthrough in customer satisfaction can only be used to restrict qualitative research.

 

CSI is the difference between CSD and CSD measures the level of customer satisfaction directly to certain brands, while CSI is a comprehensive index of all types and at all levels representative of customer satisfaction, reflecting the customer a product or service to meet the extent of their own general attitude. At home and abroad commonly CSI model is as follows.

 

American Customer Satisfaction Index Model (American Customer Satisfaction Index) is provided in 1994 by the National Quality Research Center University of Michigan School of Business development (Poria, 2011). It is a market-based, is a measure of business, industry, economic sectors and methods of national economic performance. The model based on the model created by the SCSB Fornell, Johnson, Anderson et al., Specifically Figure 2-6.

 

The model consists of six structural variables. Overall satisfaction desired by the customer, three factors determine perceived quality and perceived value. ACSI model innovations than SBSC model is the addition of a latent variable - perceived quality. If you remove the perceived quality and its associated path, ACSI model can be reduced to almost SCSB model.

 

ACSI model followed SCSB perceived value model measured the perceived value of the two observed variables: at a given price and perceived quality of a given quality perception of prices.

 

ACSI model refers to the perceived quality and consumer customers who bought a product or service after the actual perception of the level of quality, including customization (customization of products and services to meet the quality or extent of customer needs), overall reliability and quality evaluation of three observed variables. By observing these three variables can clearly know the customer and reliability in determining customer perceived quality in the different roles played. Also focusing on the quality of the perceived quality of the evaluation factors, the perceived value of the emphasis on the price factor evaluated by comparing their effects on CSI can more clearly distinguish the main contributor of CSI.

 

The European Customer Satisfaction Index Model (European Customer Satisfaction Index, referred ECSI) was first published in 1998, the model shown in Figure 2-7. ECSI model is derived from the basic structure of the ACSI model and some of the core concepts, such as customer expectations, perceived quality, customer loyalty, except the following three aspects.

 

First, ECSI model adds another latent variable - brand image. It refers to the memory of the customer and brand-related associations, these associations will affect people's expectations and satisfaction.

 

Second, on the model metric, ECSI model for testing in all sectors will be split into a unified perceptual quality for quality evaluation of products (hardware perceived quality) and for the service quality evaluation (perceived software quality), and the ACSI model from 1996 onwards began on consumer durables were used to measure the quality of products and service quality.

 

Third, ECSI model of customer loyalty observed variables identified as 3: Customer recommended the possibility of the company or brand, will increase the possibility of the purchase amount and customer retention customer purchased repeat purchase.

 

5.0 Research methods that could be used and why  

The relevant variables are identified as following from literatures reviewed.

(1) Brand: customers choose the hotel prior to arrival Hotel impression of the hotel or brand;

(2) Expectation: customer before choosing stay at the hotel the hotel service quality estimates and projections;

(3) Experience: customer after their stay at the hotel actually feels the quality of service;

After the quality of service and price comparisons, reflected in the comprehensive customer service quality and price of the hotel:

(4) Perceived value: Its executives feel the benefits obtained;

(5) Customer satisfaction: Customer directly to the hotel or brand satisfaction that the product meets the customer from the hotel

The overall attitude of the body needs;

(6) Customer Loyalty: Customer loyalty to the hotel or hotel brand.

 

The researchers also used questionnaires to study. Hamilton believes that this is a common research methods in modern society, many researchers and academics will be used because it can cover more people. Compared with the survey interviews, help people get a lot of questions brief response, and to find the well-known objects of common attitudes and convergence of ideas in the public sphere. The questionnaire was "a clear theme, the level of reasonable, easy to understand, easy to handle" principle, all closed-end questions, focusing on the model accurately reflects the meaning of the variables, and add a certain demographic issues. Pre questionnaire included brand image, quality expectations, perceived quality, perceived value, customer satisfaction, customer loyalty issues six latent variables corresponding to 45 observable variables generated (Lee, 2010).

 

There are two methods of data collection, the data from the form is different. Data collected from the interview to the qualitative data collected from the questionnaire is quantitative. Therefore, researchers need to use different methods of data analysis. For qualitative data analysis, the researchers used the method of content analysis. This method of data analysis is a process to eliminate the results of subjective and objective ideas between participants and participants after (Ali, Rezaei, Hussain& Ragavan, 2015). In order to analyze quantitative data collected from the questionnaire, researchers use statistical methods of data analysis.

 

In order to obtain the most suitable participant joins the interviews and questionnaires, some sampling techniques are necessary. Sampling technique is a method for selecting a group of people from all of the need to observe the crowd (Chen, Chang& Fan, 2012). In this study, all of the Chinese economy hotel customers are our target population. However, it is difficult to study all of the target population, so sampling is necessary. In this paper, we take a convenience sample intercept cheap hotel entrance passing customers, as the object of study.

 

6.0 Appropriate forms of analysis/ethics

If researchers do not consider psychological (ethical) issues, they will study the difficulties encountered (Chan& Jing, 2010). Therefore, this study will address psychological problems through the following aspects: First, all respondents will explain the purpose, respondents are asked to voluntarily participate in the survey. In addition, researchers will provide participants an impartial investigation of the environment, there will be no pain, stress or other psychological harm (Bhattacherjee, 2001). In addition, guarantee all respondents in the survey of confidentiality and anonymity. Through honest and ethical way to conduct this investigation, not only we have advanced efficiency, but also facilitate the collection of more accurate data. According to Saunders argument, the questionnaire is a fast and inexpensive method of data collection. However, in the course of the investigation, there will be some special cases not anticipated. In this study, some of the participants did not adopt a positive attitude to answer questions, give these people the data is considered invalid. As a result, researchers must eliminate these data in order to ensure the validity of other data.

 

Reference

Ali, F., Rezaei, S., Hussain, K., & Ragavan, N. A. (2015) ‘International business travellers' experience with luxury hotel restaurants: the impact of foodservice experience and customer satisfaction on dining frequency and expenditure’, International Journal of Hospitality & Event Management, 1(2), pp. 164-186.

 

Bhattacherjee, A. (2001) ‘Understanding information systems continuance: an expectation-confirmation model’,  Mis Quarterly, 25(3), pp. 351-370.

 

Chan, A., & Jing, B. X. (2010) ‘A conceptual framework of hotel experience and customer-based brand equity: some research questions and implications’, International Journal of Contemporary Hospitality Management, 22(2), pp. 174-193.

 

Chen, C. H., Chang, Y. H., & Fan, F. C. (2012) ‘Adolescents and leisure activities: the impact of expectation and experience on service satisfaction’, Social Behavior & Personality An International Journal, 40(2), pp. 259-265.

 

Lee, M. C. (2010) ‘Explaining and predicting users’ continuance intention toward e-learning: an extension of the expectation–confirmation model’, Computers & Education, 54(2), pp. 506-516.

 

Lin, C. S., Wu, S., & Tsai, R. J. (2014) ‘Integrating perceived playfulness into expectation-confirmation model for web portal context’, Information & Management, 26(2), pp. 106-13.

 

Poria, Y., Reichel, A., & Brandt, Y. (2011) ‘Dimensions of hotel experience of people with disabilities: an exploratory study’,  International Journal of Contemporary Hospitality Management, 23(23), pp. 571-591.