When measuring customer satisfaction, the Asia premise Is that consumers reflect on their expenses and express these honestly and free of bias. Customer satisfaction is one of the most frequently examined topics in the hospitality and tourism industry because it plays an important role in the continued and sustained operation of any tourism business. A high level of customer satisfaction is likely to generate positive feedback from the customer including revisiting the tourist area, increased purchase of products, and recommending these to others (Kazoo and Arlington, 2000; Guernsey al. 2003; Entailed and Conway, 2006).
The Input of the tourist towards development and enhancement of a tourist destination is therefore essential in maintaining its competitive advantage. This study was carried out with the primary aim of identifying factors that may lead to tourist dissatisfaction and hence improving the customer satisfaction. Customer satisfaction has been identified as an important concept in establishing the performance of different destinations. Given the Increasing level of competitiveness, It Is essential for tourism management authorities to understand the mall factors causing satisfaction/delectation’s for the customers.
Rationale Matt Dave Oriental is the beach capital of the Dave Region because of its two face beach the open sea with a powered white beach shore and the tortoise deep waters that facing Dave Gulf. Mat’ City has lots of beaches to offer that can attract tourists who come and go to the locality. Studying and understanding customer satisfaction is of utmost important enable to analyze what makes the customer satisfied for them to think of revisiting the destination. Measuring the customer satisfaction can generate feedback to the establishment and it will help them to improve the quality of services rendered and product innovation.
A high level of customer satisfaction is the key factor in maintaining the competitive advantage and tourist flow In a tourist destination, consequently maintaining generation of income. Prior to this study Is to assessed the selected beach resorts In Matt City, namely: Jambalaya Beach Resort, Gregory Data Beach Resort and Blue Bless Beach Resort with services available and being rendered. When measuring customer satisfaction, the basic premise is that consumers reflect on their experiences and divulge their thoughts honestly and free of bias.
The data will be gathered by giving questionnaires to the respondents which are the customers in the destination. The ultimately ensure a high level of customer satisfaction. Significance of the Study The study will establish the performance of different beaches and understanding the importance of tourism satisfaction in order to understand the customer’s expectations towards the tourist destination. The study will try to suggest the strategy for achieving a desirable customers’ satisfaction in light of marketing mix. Hence, the findings of the study are beneficial to the following individuals: Beach Owners.
The results of this investigation will give feedback to the owners concerning the quality of their services these information will be helpful for the beach owner to design program and activities to meet their services to the satisfaction of the customer. Customers. The findings of the study will benefit the customer for some of the weak and strong points in the operation of beach resort are identified which will cause the owner of the establishment will give focus on some areas that meet the expectation and satisfaction of the customers.
Statement of the problem Objectives of the Study General Objective The ultimate goal of this study is to measure and understand the level of customer satisfaction with service from selected beaches in Matt City, namely: Jambalaya Beach Resort, Gregory Data Beach Resort and Blue Bless Beach Resort. Specific Objectives 1 . What are the services available and rendered by the beach? 2. What is the level of customer satisfaction of services rendered to the beaches? 3. What reconditions be introduce by the selected beaches?
Conceptual Framework In this study, three main destination dimensions have been selected as factors that could affect tourist satisfaction as shown in Figure 1. In view of that this study hypothesizes: HI: There is a positive relationship between service quality and tourist satisfaction. Hal: There is a positive relationship between the destination facilities (restaurant, souvenir, tour guide) and tourist satisfaction. HI b: There is a positive relationship between the destination accessibility (maps, parking, toilet) and tourist satisfaction.
Bravura also added a definition of customer satisfaction based as a process, emphasizing the perceptual, evaluative and psychological processes contributing to customer satisfaction (1997). In the definition, assessment is made during the services delivery recess. Service The study of customers’ satisfaction in the field of general marketing has evolved into important parameters that need to be identified and understood in order to satisfy the needs and wants of customers (Pursuant, Chatham, and Berry, 1988).
Since the success of a business has been linked to providing high levels of customers’ satisfaction, a substantial amount of effort has been focused on identifying how consumers perceive service quality in various settings. Gross (1982) defined service quality as “the outcome of an evaluation process where the consumer amperes his expectations with the service he perceived he has received. ” In other words, perceived service is measured against expected service. Service quality has been seen as the result of comparing a customer’s expectations prior to receiving the service with the customer’s experiences with the service.
Haycock (1984) defined the concept of service quality from the company’s perspective. Service quality is the degree of excellence for meeting the customer’s requirements, and control over the variability in achieving that excellence. Destination attractions and environment These are the component elements within the destination that largely determine tourists’ choice and influence their motivations to visit that destination. They include: Natural attractions: landscape, seascape, beaches, climate, flora and fauna and other geographical features of the destination and its natural resources.
Built attractions: buildings and tourism infrastructure including historic and modern architecture; monuments; promenades, parks and gardens, convention centers, marinas, ski slopes, industrial archaeology, managed visitor attractions generally, golf courses, specialist shops and themed retail area. Cultural attractions: history and folklore, religion and art, theatre, music, dance and other entertainment, and museums. Social attractions: way of life and customs of resident or host population, language and opportunities for social encounters. 2.
Destination facilities and services These are the component elements located in the destination, which make it possible for visitors to stay and to enjoy in that destination. They include: Accommodation unit: hotels, holiday villages, apartments, villas, campsites, caravan parks, hostels, condominiums, farms, guesthouses. Restaurants, bars and cafeg’s: ranging from fast- DOD through to luxury restaurants. Transport at the destination: taxis, coaches, car rental, cycle hire. Sports/interest activity: ski schools, sailing schools, golf clubs and spectator stadiums; centers for pursuit of arts and crafts and nature studies.
Other facilities: language schools, health clubs. Retail outlets: shops, travel agents, souvenirs, camping supplies. Other services: information services, equipment rental, tourism police. 3. Accessibility of the destination These are the component elements including private and public transport aspects of the product that determine the cost, speed and convenience with which a traveler Infrastructure: of roads, car parking, airports, railways, seaports, inland waterways and marinas. Equipment: size, speed and range of public transport vehicles.
Operational factors: routes operated, frequency of services, prices charged and road tolls levied. Government regulations: the range of regulatory controls over transport operations (Middleton and Hawkins, 1998). Customer Satisfaction Customer satisfaction is defined as satisfaction based on an outcome that characterizes satisfaction as the end-state resulting from the experience of consumption, or a process that emphasizing the perceptual, evaluative and psychological processes contributing to customer satisfaction (Bravura, 1997).
This definition, assessment of satisfaction is made during the service delivery process. Customer satisfaction can also be defined as feeling of the post utilization that the consumers experience from their purchase (Westbrook and Oliver, 1991; Jim et al. , 2006). It is the feeling of happiness or unhappiness as a result of comparing the perceived performance of services or products with the expected performance. If the perceived performance does not meet the expected performance, then the customer ill feel disappointed or dissatisfied (Kettle, 2008).
A consumer is deemed to be satisfied upon the experience weighted sum total produce a feeling of enjoyment when compared with the expectation (Choc and Chug, 2001). In the hospitality industry, customer satisfaction plays a crucial role because of its direct impact and proven impact on revenue generation, capability for hospitality business. Not only does customer satisfaction create a strong word -of -mouth advertising for these hotels, but it also helps them to retain their existing customers providing them with a significant opportunity to create long term relationships with their existing customer base.
CHAPTER Ill METHODOLOGY The research will be intensively based on the collection of primary data and analysis of both primary and secondary data. The major reliance of the research design is collection of primary data via questionnaire. The research is designed with more focus on customer satisfaction therefore characteristics of services as being offered to customers will also be examined that whether these services are exactly being offered according to the perception of the customers or they are variant to the customers’ needs.
Research Design Primary and secondary research was used. Moreover, the descriptive method will be utilized in the study. It is designed to develop, test and evaluate research instruments and methods. It explores phenomena in real life situations and uses a survey method. Primary data were gathered using survey questionnaire to the customers from selected beaches in Matt City. Research Locale The study will be conducted at selected beach resorts in Matt City, namely: Jambalaya Beach Resort, Gregory Data Beach Resort and Blue Bless Beach Resort by giving a Respondents of the Study
Sampling The population will be customers who stay in Nora Beach Resort and Spa; a total of n= ? Customers will complete the survey. The sampling technique needed for the case study will be non- probability sampling which are purposive and convenience. 3. 4 Data Collection tool The data collection tool is the designed questionnaire, which is consisted of twenty three questions. The collection will be through questions of open ended and close ended type. These types of questions will try to analyze the customers’ assessment and expectations regarding the facilities and services as provided at Nora Beach
Resort and Spa, Thailand. 3. 6 Data Analysis This study expects to provide recommendations on improving service quality for Nora Beach Resort and Spa. The study will aim to ascertain the level of customer satisfaction with service quality; to enable the resort to gain a sustainable competitive advantage through customer satisfaction in Koch Samuel, Thailand. The analysis will examine that what are the products at frontline to the customer backed by tangible products? What is the perception of customer regarding the service? Is there customer loyalty with the service?
What type of customers I. E. By age, profession, purpose and others are interested in availing the service? Thus in a nut shell following attributes will be analyzed of collected data: The quality of service The speed of service The Pricing Any Complain. Types of Services Requirements Customers’ Perception. For this, responses will be evaluated on Five Point scale as shown below: * I(a) 2(b) 3(c) 4(d) 5(e) Very Moderately Moderately Very dissatisfied dissatisfied satisfied *Evaluation Scale Neutral satisfied An evaluation scale is designed to understand the level of customer satisfaction.
The scale numbers from 1-5 is actually fragmentation of five levels of satisfaction. The collected data under each level will carefully be calculated in ratio as it is shown in equation as below: 1+ (a) +…. 15 *100; 2+ (b) +…. /5*100 … Etc. An end result will show the decree of satisfaction with particular form of service as offered at Nora Beach Resort. Finally, the collected result under each service category will be sum up and will be divided of hundred then mathematical result will show the total ration of customer satisfaction with the services provided.
