Chapter 4
PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
This part of the study shall be discussing the findings based on the collated information on the survey conducted by the researcher. The primary objective of this study is directed towards the service quality in China’s hotel industry on the services provided by Hilton Hotel in Beijing, Kunlun Hotel, Sheraton Tiajin, Continental Grand Hotel and Shangri-la.
Primary research and secondary research was used. Primary research was conducted using anonymous questionnaires that were sent to selected employees of Hilton Hotel in Beijing, Kunlun Hotel, Sheraton Tiajin, Continental Grand Hotel and Shangri-la. Moreover, a focus group discussion with managers and administrators were used to supplement the result of the questionnaires. The questionnaires were used to collect quantitative data and the interviews were used to provide qualitative insights into the data collected. This study was divided into several parts. The first part shall provide a general description of the respondents. Particularly, it conversed to the respondents’ age, gender, civil status, educational attainment, occupation, country of origin, purpose of the visit, and length of stay in the hotel. The second part of the study will consequently provide a discussion on the implications of skills shortage in the business of running a hotel. The researcher shall also place figures for greater clarity on the discussions.
Perception of the Customers towards Service Quality in Hotels in China
Profile of the Respondents
In order to understand the general social and economic characteristics of the respondents, a variety of demographic data were collected. These demographics information include the (a) age, (b) sex, (c) civil status, (d) educational attainment, and (e) the use of television and Internet of the participants of the study. As independent variables of the study, the socio-demographic information of the respondents served as background information regarding the general characteristics of the samples of the study. In this light, succeeding analysis, generalizations, and interpretation of the responses from the conducted survey methodology are grounded on this particular information shared by the participants. Details on these specific socio-economic data are presented in the discussions that follow.
Age.
The large scope of market can pose a hindrance to a successful marketing strategy in terms of over generalized definition of the target or niche market. According to and (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy the goods and services for personal consumption. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely: cultural, social, personal and psychological ( & , 2001).
Basically, the customers are categorized according to age group. Age is considered as one of the most general classifications of large populations of consumers since this characteristic highly determines the needs as well as preferences of the consumers. In the case of the randomly selected respondents of the study, the largest sample population belongs to the age bracket 36-45 years old (28%) followed by the 26-35 years old participants (26%) and the 18-25 years old samples (17%). The remaining participants of the study belong to the 46-55 years old age bracket (14%), 18 years old and younger respondents (12%), and the oldest participants of the study who are 56 years old and older (3%). A more detailed illustration of the age distribution of the respondents of the study can be examined in Figure 1 above.
Sex.
Customers may choose particular products/brands not only because these products provide the functional or performance benefits expected, but also because products can be used to express customers’ personality, social status or affiliation (symbolic purposes) or to fulfill their internal psychological needs, such as the need for change or newness (emotional purposes) (, 2002 ). The fact is there may be ideas that will not be applicable across the diverse target market population.
Studies on the relationship of customers’ behavior and their personal values and cultural orientation as well as their beliefs on certain principles, the dispositions they hold and the side they take on political, gender and social problems and issues are highly considered in the marketing and advertising industry. Along with the statistics on the age, the respondents of the study were likewise characterized and described using the variable of sex. It was found out that the distribution of the male (43%) and the female (57%) survey participants differ slightly and almost insignificantly. The difference in number of the male and female respondents of the study amounted to only 14% variability. Figure 2 above provides the complete information on the sex distribution of the survey participants in the study.
Civil Status.
Looking into the characteristics and thought processes of the people still holds as the most significant factor to be looked into by the individuals in the field of sales and marketing. For instance, culture influences behavior through its manifestations: values, heroes, rituals, and symbols ( & , 2001). The combination of both etic and emic perspective on the manifestations, can basically reveal culture’s strong relation with customer behavior. This philosophy determines the coordinates of social action and productive activity, specifying the behaviors and objects that issue from both. Their involvement on the consumption of consumer products makes them important for consumer behavior. In the interest of additional background information to further describe the respondents of the study, the researcher indicated the civil status is another socio-demographic variable in the study.
The responses of the participants of the research activity indicated that majority of are married individuals (48%) amounting to almost half of the total respondents. These individuals can be assumed to be providers in their families who earn money to support the needs of their household need. They have different preferences compared to the remaining participants of the study who are single and separated. Although the smallest percentage of the participants in terms of civil status are separated (8%), it can be interpreted further that their needs and preferences are different compared to those who are married since these individuals are sole providers of their families in general. The single respondents (44%) are the second highest percentage of the participants who are assumed to have relatively higher purchasing power compared to those who are married and separated. Details on the civil status of the respondents are in Figure 3 above.
Educational Attainment.
Values are basically the basis of one’s attitude or restriction in attitude. Some examples of values include freedom, pleasure, inner harmony, and happiness ( & , 2001). These factors significantly influence the buying or purchasing behavior of each and every consumer because people who are characterized according to these variables have different wants and needs, thus they have a wide range of tastes and selections in availing a particular product or service. Moreover, consumer behavior enumerates the customers’ product knowledge, usage, attitudes and responses to a particular commercial item or service. In this regard, the familiarity with, function, and purpose of commercial goods or services are distinguished depending on the consumers’ needs and use.
For example, an educated and computer literate individual has a more tendency to buy technological gadgets that people who are not exposed to technological innovations that are available today. In this regard, it is likewise important to determine the literacy level of the participants of the study in terms of the educational level they have attained as the most basic definition of an individual’s general knowledge, skills as well as abilities. As such, the largest portion of the respondents were able to finish their college degrees (83%) followed by those who have graduate diplomas (10%) and those who finished their secondary education (7%). A more clear illustration of the statistics on educational attainment is shown in Figure 4 above.
Perception of the Respondents on the Service Quality in the Hotels in China
Table 1. Rate of Services, Facilities, and Price in the Hotel
5
4
3
2
1
Weighted
Mean
Interpretation
1. Menu Variety
13
28
12
5
2
3.75
Good
2. Value for price paid
19
25
13
2
1
3.98
Good
3. Promptness of service
5
29
24
1
1
3.60
Good
4. Quality of service
12
23
12
9
4
3.50
Good
5. Quality of food
9
15
23
12
1
3.32
Satisfactory
6. Quality of beverage
12
23
21
3
1
3.70
Good
7. Overall, how would you rate our staff’s hospitality? (Friendliness, courtesy, responsiveness)
19
25
13
2
1
3.98
Good
8. Overall, how would you rate our hotels’ public areas?
13
28
12
5
2
3.75
Good
9. Overall, how would you rate the value for the price paid?
19
25
13
2
1
3.98
Good
10. Overall, how would you rate the hotels ability to provide a relaxing atmosphere?
5
29
24
1
1
3.60
Good
11. Décor
9
15
23
12
1
3.32
Satisfactory
12. Cleanliness
12
23
21
3
1
3.70
Good
13. Condition of Room
19
25
13
2
1
3.98
Good
14. Housekeeping Services
12
23
12
9
4
3.50
Good
15. Properly Supplied
9
15
23
12
1
3.32
Satisfactory
The table above presented the perception of the respondents pertaining to the services, facilities, and price in the hotel. According to the employees and customers of the hotel, the variety of menu served in this hotel was quite magnificent. However, they need to upgrade and look for different menus that suit to the taste of the customers. The 3.98-weighted mean simply indicates that the value for price paid by the customer was fine or reasonable. The promptness and quality of service were also in good indication according to the majority of respondents. The quality of food served in this hotel according to the respondents was in only satisfactory condition. Thus, the search for quality and magnificent food that suits to the interest of the customers should be in priority of the hotel. The majority of respondents also rated the good hospitality of employees in this hotel. Overall, the public areas, the price paid, and the relaxing atmosphere of the hotel was excellent according to most surveyed individuals. The hotel’s condition was in great quality since majority of the respondents agreed on it. However, the hotel’s administrators should continue searching quality service and facilities with reasonable price of accommodation for the advancement of the hotel industry.
Consequently, customer satisfaction is also taken into account by the study considering the reputation of the Hilton hotels as one of the premiere provider in the hospitality industry. The said variable is further divided in this study into services, facilities, and price. The summarized table of the responses of the sample is presented below.
Table 2. Customer Satisfaction on the Hotel’s Services
A. Services
5
4
3
2
1
Weighted
Mean
Interpretation
1. How will you rate the reservation services of the hotel compared to other hotels?
25
31
2
1
1
4.30
Good
2. How will you rate the housekeeping of the hotel compared to other hotels?
13
11
30
5
1
3.50
Good
3. How will you rate the usherettes and the bellboys of the hotel compared to other hotels?
15
15
23
5
2
3.60
Good
4. How will you rate the attitudes of the staff on guests and hotel visitors compared to other hotels?
23
25
11
1
0
4.17
Good
5. How will you rate the management compared to other hotels?
21
24
15
0
0
4.10
Good
6. How will you rate the waiters and the food attendants compared to other hotels?
13
28
12
5
2
3.75
Good
7. How will you rate the customer service compared to other hotels?
25
14
15
4
2
3.93
Good
The table above presented the perception of the respondents pertaining to costumer satisfaction, branding and differentiation of services of Hotels in UK. According to the respondents, the reservation of their current hotel was good compared to other hotels. Meaning to say, they can glimpse the quality services of the hotel offered. They also agreed that the rate of housekeeping of their hotel was also good. From the collated survey forms, the attitudes of the staff on guests and hotel visitors compared to other hotels were quite better. For them the waiters and attendants was also good. All in all the services of a certain hotel was good with regard to the perception of the respondents based on costumer satisfaction, branding and differentiation.
Table 3. Customer Satisfaction on the Hotel’s Facility
B. Facility
5
4
3
2
1
Weighted
Mean
Interpretation
1. How will you rate the rooms of the hotel compared to other hotels?
13
28
12
5
2
3.75
Good
2. How will you rate the lobby and the function room of the hotel compared to other hotels?
19
25
13
2
1
3.98
Good
3. How will you rate the comfort rooms compared to other hotels?
5
29
24
1
1
3.60
Good
4. How will you rate the dining room, restaurant and the bar compared to other hotels?
12
23
12
9
4
3.50
Good
5. How will you rate the comfort and the luxury of the room compared to other hotels?
9
15
23
12
1
3.32
Satisfactory
6. How are the amenities of the hotel compared to other hotels?
12
23
21
3
1
3.70
Good
7. How will you rate the facilities of the hotel compared to other hotels compared to other hotels?
19
25
13
2
1
3.98
Good
The 3.75 weighted mean of the respondents in question number one was interpreted as a good response for the majority of respondents. They said that their rooms in their respective hotels are better compared to other hotels. The lobby and function room of their hotel compared to other hotels was also amazing. According to the respondents, the facilities of their hotel were quite good compared to other hotels. In the hotel industry, incentives exist both for differentiation of organizational domains, to avoid direct competition, and for spatial agglomeration, to obtain benefits from locating close together. Among the most frequently mentioned criteria in the accommodation purchase decision of travellers are geographic location (general destination or city, as well as specific address), price, services, facilities, and image. Choices of location and of product characteristics are particularly critical for hotels because the costs of relocating and changing product characteristics are high.
Table 4. Customer Satisfaction on the Hotel’s Price
C. Price
5
4
3
2
1
Weighted
Mean
Interpretation
1. How will you rate the accommodation fee per room and per person compared to other hotels?
12
13
2
32
1
3.05
Satisfactory
2. How will you rate the hotel fees and prices compared to other hotels compared to other hotels?
5
29
24
1
1
3.60
Good
3. How will you rate the prices of the prices of the services compared to other hotels?
12
23
12
9
4
3.50
Good
4. How will you rate the prices of the food and the drinks compared to other hotels?
9
15
23
12
1
3.32
Satisfactory
5. How will you rate the reservation and service fees of the hotel compared to other hotels?
12
23
21
3
1
3.70
Good
According to the number of surveyed individuals the price of the hotel accommodation should be reasonable. Building solid relationship with the costumers, vendors and competitors is a vital part of doing business today. The new-market driven business approach looks at owning the market through informed leadership and relationship training. However, hotels administrators should consider the price of their accommodation since majority of the costumers is looking for quality and economical hotels.
One-way analysis for variance
To be able to determine if there is a difference between the assessments of the groups of respondents the one-way analysis of variance (ANOVA) was used.
For the ANOVA calculations, the general form is summarized in the table below:
The Generalized ANOVA Table
ANOVA Table
Source of Variation
Sum of Squares
Degrees of Freedom
Mean Square
F
Treatments
SSTR
t-1
MSTR
Error
SSE
N-t
MSE
Total
SST
N-1
where:
ANOVA
Sum of Squares
df
Mean Square
F
Sig.
Between Groups
0.049
5
0.010
0.681
0.685
Within Groups
0.029
2
0.014
Total
0.078
7
The above table shows the analysis of variance between the variables. Through the table above the computed the f-value value is approximately 0.681. Using these values, we can easily recognize that the relationship between these variables is significant. This denotes that means that there is a significant relationship between the responses of the respondents. There is also a reason to believe that brand names are highly related to the personal customers’ choice of hotels.
Correlation Analysis
To be able to determine if there is a correlation between the assessments of the two groups of respondents the Pearson’s Coefficient of Correlation was used.
Correlation is a measure of degree of relationship between paired data. All statistical research aim to establish relationship between paired variables so as to enable the researcher to predict one variable in terms of the other variable. For example, the weighted mean of the responses of the beginners class tend to be related to the weighted mean of responses of the teachers.
The formula for Pearson’s Coefficient of Correlation:
N SXY – SXSY
r =
[NSX - (SC)2][NSY - (SY)2]
0.00 to 0.20
Negligible correlation
0.21 to 0.40
Low correlation
0.41 to 0.50
Substantial correlation
0.51 to 0.80
Marked correlation
0.81 to 1.00
High to very high correlation
The researcher tries to determine the relationship between the price, facilities and services of a certain hotel with respect to hotel differentiation. The computation and illustration of scatter plot was presented below:
Correlation of Hotel Services and Facilities
Scatter Plot
Computations
Items
5
Covariance
-0.0181
Correlation
-0.4829
R2
0.2331
The statistics above shows the relationship of facilities and hotel services in regards to hotel differentiation. The computed correlation value of –0.4829 indicates a substantial correlation between paired variables. Meaning to say, the relationship of Facilities and Hotel services are substantially correlated.Correlation of Hotel services and Prices
Scatter Plot
Computations
Items
5
Covariance
0.0727
Correlation
0.9984
R2
0.9967
The statistics above shows the relationship of facilities and hotel services in regards to hotel differentiation. The computed correlation value of –0.0.9984 indicates a high correlation between paired variables. Meaning to say, the relationship of prices and Hotel services are highly correlated.
Correlation of Prices and Hotel Facilities Scatter Plot
Computations
Items
5
Covariance
-0.0192
Correlation
-0.5212
R2
0.2717
The statistics above shows the relationship of facilities and hotel services in regards to hotel differentiation. The computed correlation value of –0.5212 indicates a marked correlation between paired variables. Meaning to say, the relationship of prices and Hotel Facilities are interpreted as marked correlation.
Chapter 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS
This study examined service quality in the Five Star Hotels in China particularly. The study investigated the service quality in China’s Five Star Hotels particularly in the services provided by the Hilton Hotel in Beijing, Kunlun Hotel, Sheraton Tiajin, Continental Grand Hotel and Shangri-la. Companies within and outside the hospitality industry today are striving to deliver not only their products and services but also high “quality” and “satisfaction” that will lead to increased brand loyalty and market share.
This study aimed to determine the differentiation of hotels in China in terms of services, facilities and price. Data collected from the different sets of respondents provided answers to the queries of the researcher. The primary source of data came from a questionnaire that was distributed to hotel employees and managers or those in the managerial position. The secondary of data came from an extensive review of the literature on articles, journal articles, books, and magazines relating to hotel management. The study used purposive sampling as a method of choosing its population.
The general population for this study was composed of selected personnel in six (6) branded hotels, situated in different parts of China numbering to 60 respondents. Ten (10) staffs and management personnel from each hotel were surveyed. The researcher also provided interviews for managers whose function is directly related to the organisation and implementation of the marketing strategy employed by the hotel. For the clients of the hotel, a total of sixty (60) respondents were also employed. The researcher provided the questionnaires for the former and conduct interviews for the latter.
Concurrently, the study employed both qualitative and quantitative research methods to ensure a flexible and iterative approach. The researcher also used percentage analysis, the mean and median analysis, analysis of variance and correlation statistics to evaluate the collated data.
SUMMARY
1. Profile of Respondents
The respondents were composed of the respondents at the Hotel industry in China specifically Hilton Hotel in Beijing, Kunlun Hotel, Sheraton Tiajin, Continental Grand Hotel and Shangri-la. The analysis showed that a major part of the respondents are middle-aged (35 above), they consist 30%of the total respondents. This might be reflected by the fact that the predominant positions of the respondents are in the managerial level, which requires a considerable amount of working experience. This is further asserted by the 27% who were in their early thirties and the 20% in their late twenties. Apparently, a major part of the respondents constitute the male gender. Nevertheless, a 47% of the respondents are female. Moreover, most of the respondents are married followed by singles while those who are divorced and widowed comprised a small portion of the respondents.
Likewise, majority of the respondents have gone to college while a significant number have graduated. Moreover, the survey indicates that most of the respondents are college that is engaged to the study. The respondents also came from different positions in the hotel and the guests have different backgrounds. Most of the respondents are bellboys and security officers whereas the guests staying in the hotel are mostly businessmen and students.
The purpose of their stay in the hotel does not vary much. Some say because they are employees of the hotel while the guests replied that they are mainly in the hotel for business transactions, vacation and for studying. Most of them came from China particularly in Beijing which is 18% of the total surveyed subjects. This means that the place of hotel has a great relationship to the country of origin. Furthermore, Americans, Asians, Europeans and other fellow Chinese comprise most of the guest list. The different nationality indicated that cater to different people from different countries. It also indicated that their scope of business is wider owed mainly to their perceived quality of service.
2. PERCEPTION OF THE RESPONDENTS PERTAINING TO the level of Services, Facilities, and Price in the Hotel
Based on the collated information from the surveyed individuals, there is a great influence of electronic device to get information of something about the hotel. According to the employees and customers of the hotel, the variety of menu served in this hotel was quite magnificent. However, they need to upgrade and look for different menus that suit to the taste of the customers. The 3.98-weighted mean simply indicates that the value for price paid by the customer was fine or reasonable. The promptness and quality of service were also in good indication according to the majority of respondents. The quality of food served in this hotel according to the respondents was in only satisfactory condition. Thus, the search for quality and magnificent food that suits to the interest of the customers should be in priority of the hotel. The majority of respondents also rated the good hospitality of employees in this hotel. Overall, the public areas, the price paid, and the relaxing atmosphere of the hotel was excellent according to most surveyed individuals.
3. PERCEPTION OF THE RESPONDENTS PERTAINING TO Job Satisfaction (for hotel employees)
According to the surveyed individuals, the productive time spent working on the tasks assigned to them was only in the upper 30% of their effort. Meeting target quotas and goals, overall productivity in getting the job done and going beyond what is expected to them to make customers happy was also in the upper 30% of their effort. These employees believe that the satisfaction that they earned was not only for the sake of their living but also to provide quality service to the customers. Most of them agreed that they have to respond quickly and courteously to fulfill customers’ needs. The overall quality of service that they provide was in good condition since the overall degree is in the upper 30% of their endeavor. The degree that helps them to be productive and provide quality service was in the upper 30%. Considering everything, the satisfaction of employees to their job was actually in the great extent since they are giving the right amount of their effort to be more productive.
4. PERCEPTION OF THE RESPONDENTS PERTAINING TO Customer Satisfaction (for hotel customers)
According to the respondents, the reservation of their current hotel was good compared to other hotels. Meaning to say, they can glimpse the quality services of the hotel offered. They also agreed that the rate of housekeeping of their hotel was also good. From the collated survey forms, the attitudes of the staff on guests and hotel visitors compared to other hotels were quite better. For them the waiters and attendants was also good. According to the respondents, the facilities of their hotel were quite good compared to other hotels. In the hotel industry, incentives exist both for differentiation of organizational domains, to avoid direct competition, and for spatial agglomeration, to obtain benefits from locating close together. Among the most frequently mentioned criteria in the accommodation purchase decision of travelers are geographic location (general destination or city, as well as specific address), price, services, facilities, and image. Choices of location and of product characteristics are particularly critical for hotels because the costs of relocating and changing product characteristics are high. According to the number of surveyed individuals the price of the hotel accommodation should be reasonable. Building solid relationship with the costumers, vendors and competitors is a vital part of doing business today. The new-market driven business approach looks at owning the market through informed leadership and relationship training. However, hotels administrators should consider the price of their accommodation since majority of the costumers is looking for quality and economical hotels.
CONCLUSION
Based on the findings of this study, the researcher concludes the following:
1. The respondents who took part in this study are already mature in age, responsible and reliable. They are also aware of what’s happening in the hotel industry and are deeply concerned about the improvement of the hotel facilities, services and reasonable prices.
2. The respondents have given an overall rating of Good to each of the criteria. Most of the respondents believe that the satisfaction has a great relationship in skills-shortage of hotel industry. This shows that respondents knew the importance satisfaction to both employee and customer to the current state of things in the Hotel. For them costumers satisfaction was important requirement for the success of the hotel.
3. The statistics show that there is no significant difference or there is a significant relationship in the perception of the respondents of the Hotel sector in China pertaining to hotel accommodation.
4. There are several factors affecting the progress of some hotel establishments in China. There are some factors to be considered in hotels improvement i.e. training of the staffs and proper positioning of the hotel.
5. The correlational analysis reveals the relationship of price, facilities and services in hotel industry. The result was interpreted as in great relationship. The statistics shows the correlational value determines that there is a relationship between the variables.
RECOMMENDATIONS
Based on the foregoing summary of findings and conclusion, the researcher recommends the following:
1. Maintain open communication lines between the hotel managers and costumers.
2. Review the program of the each of the hotel and update the content to increase the standard of the hotel based on the adjustments suggested by the standard of hotel services. Employee must also be given stricter training requirements to ensure that they understand their job well.
3. Hotel open communication lines between costumers and administrators especially in disseminating information and communication. This is to ensure that the costumers know what the administration is up to and vice-versa.
4. Provide proper information about the job vacancies of the hotel and job opportunities for newly graduates of any hotel services related courses.
References
Credit:ivythesis.typepad.com
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