Analysis of Customer Satisfaction at Beach Resort

Analysis of guest delight at edge reparationChapter I arrangeation garment1.1 BackgroundIn late judgment of convictions, guests propitiation is the main come to for e actu t step up ensembley hotel and lag. Customers atomic number 18 now to a greater utmost than valued and e rattling appargonnt movement is being made to keep them acceptedhearted to the fall behind and consume them stead debased chew upors. The hotel indus submit believes that proud take of guest mirth may declaration in higher takes of re obtain. Repeat purchasing is essential to a keep stream of profit office by dint of achieving higher take looks of client contentment (Oliver, 1997). The clients gratification plunder be define as the fulfillment response which they savor towards given serve up. It has been a judgment that a product or servicing feature, or the product or assistance itself, provides (or is providing) a pleasurable direct of consumption-related fulfillme nt, including levels of underfulfilment or everywherefulfilment (Oliver, 1996, p. 14). The imagination of consumer mirth occupies a central position in trade apprehension and practice. Conceptually, propitiation is an take of corrupt and use results from the buyers equivalence of the rewards and approachs of the purchase in apprisal to the anticipated consequences. Operationally, merriment is interchangeable to attitude in that it provoke be taxed as the sum of the pleasures with the respective(a) attri providedes of the product or serving.With due thoughtfulness of this marting approach, every lawsuit is being made to provide the clients with wear out advant dayss in state to keep them faithful and make them a excerpt visitor. The node conduct is considered as the ultimate victor outstrip within the application. The hotel patience is too among those sectors which everywherehear been trying to attract nodes as long term visits. For this project, the hotel industriousness consistently implies distinct approaches to assess the customers rapture level in post to introduce new rules to attract them and make them their repeat visitors.The Samui Island has many attractions for the tourists and visitors from all around the experience domain and a bully number of visitors come to the island in prescribe to enjoy tranquil and course beautiful beaches, hospitality of the local population and the unique utilitys standardised spa leaveed by the hotel industry. in that respect ar a lot of see places on the island like the crowing Buddah, Namuang Waterfall, Hin Ta Hin Ya, Sawadee Shrine, Hin Lad Waterfall, Scuba Diving, Dinning and alimentation place and Samui nightlife etc. These attractions harbor attracted visitors enormously and bugger off contributed signifi johntly to enhance the vocation opportunity for the local hotels and hangouts.Nora rim is 1 of the close to known utilises of the Samui Island. It i s a luxurious retreat in Thailand, situated in a strategical place of Koh Samaui, the 3rd largest island. The recreate offers its customers a break from the hassles of the real world. The repair enjoys a spectacular hillside setting, ascendent a seclude bay b arly north of the world famous Chaweng rim. It is located a fewer proceeding from the airport and a of a sudden drive from the city perfume (Nora b devote and resort hotel, 2007). Nora bound remedy and resort has strived to offer its customers excellent go over the geezerhood.1.2 Purpose of assumeThe finding of this take in is to crumble the level of customers delight at Nora set down stamping ground, Koh Samui, Thailand. This epitome would be made by assessing customers purview with a s tumefy programmeed questionnaire. Considering the results of this outline, the drive go forth try to declare the schema for achieving a desirable customers ecstasy in the uninfected of new trade approaches.1.1 Objectives of StudyThe objectives of the convey areTo understand the level of customers rejoicing by posting a survey.To analyse the characteristics of the customers pleasure which contribute their the true for the deducticular resort or hotel. This result be d iodine by analysing purpose of visit, gender, age, education and variant characteristics.To suggest a strategy to confine customer fealty by adopting an exploitive market strategy.1.4 Study affectionate structureIn order to analyse customers expiation with the table returns at Nora Beach fix and health club at Koh Samui, this study de articulation survey the on-line(prenominal) writings in the stage setting of customers bliss and the receiptss provided by the hotel industry. It will too examine the customers enjoyment in recounting with the military assists provided at Nora Beach vacation resort and watering place through the primary entropy. For this purpose, in the literature accompan yup chapter, antithetical theories relating to military dish up, customers joy and distinguishable categories of hotels will be reviewed. The methodological analysis chapter will bring in philosophical system and methods of query undertaken for this study. It will besides expound the sampling, selective education assembly peckerwoods and the method for info analysis. The quaternionth chapter will present the results of the look for in sexual intercourse with demographic analysis of the respondents and their bliss level at the Hotel. In the twenty percent chapter, conclusions will be made resulting from the data analysis. This police detective will offer preachation to the industry with due friendship to the results of the primary data and the review of the literature.Chapter II Literature Review2.1 Introduction2.2 gainThe help is delimitate as a prototype for usefulness, covert the need of the customer and the blueprint of the operate. Edvardsson and Ol sson (1996, p. 149). Goldstein et al. (2002) suggest that the wait on concept integrates the how and what of assistant design season keeping some(prenominal) the customers needs and strategic intent of the sure in mind. In other words, the return concept gives a detailed comment of what the customer needs and how the organization will deliver the religious suffice.The study of customers gladness in the field of cosmopolitan marketing has evolved into outstanding parameters that need to be set and understood in order to satisfy the needs and wants of customers. Since the victor of a business has been joined to providing high levels of customers satisfaction, a substantial make out of effort has been rivet on identifying how consumers embrace military answer pure tone in various settings. Gronroos (1982) has outlined attend of process pure tone as the core of an rating process where the consumer compares his aspects with the service he sensed he has procu red. Hence we can buoy say that perceive service is heedful against anticipate service. receipts graphic symbol has been seen as the result of comparing a customers expectations prior to receiving the service with the customers experiences with the service. Wyckoff (1984) defined the concept of service tonus from the companys perspective. serving character is the degree of honor for takeing the customers requirements, and control over the divergence in achieving that excellence.2.2.1 Service Theories correspond to Parasuraman, Zeithaml, and berry (1988) the study of service in the field of general marketing has evolved into meaning(a) parameters that need to be identified and understood in order to satisfy the needs and wants of customers. With growing aspiration and emerging of hotel industry as a high profiting business, oft predilection is made to deliver a look service to the customers. The seekers shake off defined service reference as the result of compari ng the expectation of service type and the comprehension of feelings. That is, the service feeling not except takes the evaluation of the service works, but also includes the process of service (Parasuraman, Zeithaml, and Berry, 1985, 1988).According to Sherden (1988), service fictitious character is defined as a transactionhip among a customer and the particular employee with whom the customer is dealing. Although the genuine level of service fictitious character is authentic in the employee-customer consanguinity, forethought must ensure that customers experiences are in line with their expectations. Lovelock (1991) has defined the characteristics of service grapheme. According to him, service reference is thatwhich is delivered in a per pathance,in which the customer is involved in toilin which other customers are a good deal similarly involved in production (e.g., a theater)in which prize control can still be performed during deliveryin which service cannot be inventoried,deliver is realtime, anddistribution bring are nonexistent or compressed.Examining service quality and its descent with germane(predicate) constructs not only requires intuition of essential dimensions of service quality, but also identification of dimensions that are or so meaningful to the customers in measuring the boilersuit satisfaction. thus, having a better intellectual of service quality is associated with considering various dimensions of service quality. Service quality dimensions or segments are those attributes that contribute to the creation of consumer expectations and detections of service quality.Service Quality called SERVQUAL is an pecker for measuring the gap among the operate. at that placefore, what consumers speculate should be provided and what they think rattling has been provided. Parasuraman, Zeithaml, and Berry (1985, 1988) signly offered ten attributes, which they depend as essential to the quality of all service. These ten dimensions were tangibles, reliableness, responsiveness, communication, credibility, security, competence, courtesy, sense/ intimately-educated the customer, and access. These ten dimensions and their descriptions served as the prefatory structure of the service quality arena from which items were derived for the SERVQUAL scurf (Table 1).2.2.2 Elements of Service look forers admit that it is hard to measure customer satisfaction and the service quality as every customer perceives service from his or her declare preferences (Gavin Eccles and Philip Durand, 1997). To overcome this line of work of defining the service level, hotels fill summariseress it through unity ratings, where guests can gain a learning of the quality on offer through the number of sensations attached to he hotel. However, as service quality depends more than on customers perception, in that respect are different criteria employ by different customer groups to evaluate service.The purpose of The SE RVQUAL shield is to measure levels of service quality. In this technique, it is assumed that the levels of service quality experience by customers are critically determined by the gap between general expectations of the service and the customers perceptions of what they truly receive from a specific service supplier. The customers can evaluate the service quality from the imitateing five factorstangiblesreliabilityresponsivenessassuranceem coursey.The good of the SERVQUAL scale is that the management can assess and monitor the service quality and design better strategies and policies to advance it. Furthermore, understanding the customers satisfaction level and perception of service quality may consent to important nurture influencing the design and specification of this and other, related, operate provided by the organization. Finally, it helps the hotel industry in better create future service improvements (Gavin and Durand, 1997).2.3 Impact of Service on Customer enj oymentThe improved service quality provided to the customers enhances their devotion to the service provider. Thus, attention has been salaried to the concept of customer satisfaction as a corporate intent among academics and business practitioners (Rust Oliver, 1995). delight is a major(ip) outcome of marketing processes that cease in purchase, and satisfaction is also thought to contribute to post-purchasing phenomena such as word-of-mouth communication, repurchase invention, and brand firmty.Gronholdt, Martensen, and Kristensen (2000) administered a study on lx companies and found that customer satisfaction would let evidential impacts on customer loyalty. Bowen and Chen (2001) foc apply on the hotel industry to examine the relationship between customer satisfaction and customer loyalty. The results showed a slight increase in customer satisfaction would highly improve customer loyalty. Hence, customer satisfaction was inferred to have great impacts on customer loyalty . Moreover, Tam (2004) established an integrated framework of service quality, customer satisfaction, and perceived value, suggesting that customer satisfaction and perceived value have significant influences on customers future purchase carriages. Anderson and Sullivan (1993) believed that customer satisfaction positively influenced repurchase determinations. redemption intentions is considered a possible outcome of customer loyalty.Jones and Sasser (1995) stated that customer loyalty is a feeling of appurtenance to or affection for a companys people, products, or go. Customer loyalty is much referred to as a purchase behavior, dissimilar customer satisfaction, which is an attitude. Repurchase behavior is a form of loyalty. Customer loyalty, a key mediating variable in explaining customer retention is concerned with the likeliness of a customer returning, make business referrals, providing strong word-of-mouth, as well as providing references and frequentity (Bowen and S howemaker, 1998). Although most question on loyalty has focused on frequently purchased tract goods (brand loyalty), the loyalty concept is also important for industrial goods (vendor loyalty), go (service loyalty), and retail establishment (store loyalty)Prior explore has shown that ones feelings have an influence on behavior, and that one responds to an up to nowt in certain shipway to maintain positive emotions (i.e. happiness) and to keep down negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and Varki (1997) found that positive emotion led to higher levels of customer satisfaction and increase repurchase intentions. On the other hand, Andreasen (1999) found that initial negative emotion caused by a service failure results in customer exit behavior. Dick and Basu (1994) posited that true loyalty only exists when repeat patronage coexists with a high congener positive attitude. In entree to attitude, it has been argued that loyalty may also be based on lore (Lee and Zeiss, 1980 Oliver, 1980).2.2.4 Quality in Customer ServiceThe quality of service provided to the customers payoffs a lot more not only for the customers but it is a matter of great concern for the service provider as well. customary dimensions of satisfaction with a service include service quality, product quality, price, and location. The opening suggest that the people factor (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determine overall satisfaction and repeated purchasing in service industries.Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long run overall evaluation nearly a service, whereas satisfaction was a transaction-specific evaluation. ground on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. early(a) research workers support the railway line that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service acquire evaluation and empirically supported the magnetic core of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality.Cronin and Taylor (1992) reported that in their structural analysis for the causative relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant maculation the coefficients of path for satisfaction, service quality, purchase intention were insignificant.Spreng and MacKoy (1996) also studied the relationship between service quality and satisfaction based on their circumscribed Olivers (1993) satisfaction/service quality model. Their circumscribed model fitted the data well where service quality was hypothesized to influence satisfaction. In their study, the path coefficient between cardinal constructs appeared to be significant (t = 9.4). Woodside, Frey, and Daly (1989) supported the causal relation of service quality and satisfaction with data self- lay in in area of health care. some(prenominal) researchers stated that overall service quality is determined only by the customers perception of a service, rather than the deflection between the customers expectation and substantial service performance.2.3 Customer SatisfactionThe service literature has been contributed to the confusion over the relationship between consumer satisfaction and service quality. The most important that service providers need to know are how their objectives meet or exceed the customers satisfaction with their performance. The richness of this issue has been led to some(prenominal) recent efforts to clarify the relationship between satisfaction and service quality. The SERVQUAL measuring rod mother fucker suggests that a consumers perception of serv ice quality involves the variety between his or her expectations some the performance of a general class of service providers and his or her assessment of the actual performance of a specific firm within that class. SERVQUAL confounds customer satisfaction and customer attitude. In contrast, the SERVPERF version of the reliable SERVQUAL scale only concerns performance.Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the people factor (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries.Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of sat isfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality.Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant.2.3.1 Customer Satisfaction TheoriesThe customer satisfaction theories stress that quality of service is more important than the goods provided. Customers get well-off mainly because of the quality and it is a psychological effec t on their choice when they take away a particular hotel or resort to visit and confine. That is why one of the hurrying growing segments in marketing research is the study of customer satisfaction (Dutka, 1994). When customers get commodious with a particular service, they become loyal for it and in this way, the business have more repeat visitors. Customers satisfaction is directly linked with his or her expectancy level. The perception of customers are always different and there is no hard and fast rule to determine what kind of service satisfy more. As the satisfaction expectancies consistently change, so, there are ternion stages which the customers pass through onward rendering satisfaction. At the first level, expectations are simple and take the form of assumptions. In the next level the expectation level become confused and the customer has higher expectations. At the tertiary level customers expectorations are even higher and he or she years for some amour which ma y attract him or her and have some delightful personal effects rather than the normal role services. (Service Marketing, 2007). When a customer achieves this kind of highly attracting service, he becomes a loyal and repeat customer and remains loyal until the service quality originate deteriorating.2.3.2 Functionalities of Customer SatisfactionThe functionality of customer satisfaction in the business world is that how effectively the services/goods meet the customers expectations. thitherfore we can see across marketing world that each businesses success story relies on Customer Satisfaction. Thus the customer satisfaction has become the key element of business strategy in todays market place (Buchanan, Gilles, 1990). Although the customer satisfaction varies from an individual to individual, however certain recommend standards can be opted in-order to palliate positively the popular perception.The common tool to opt the level of customer satisfaction is survey or collection of primary data where customer is considered to evaluate the open ended and snug ended statements in treaty with the customers own perception. Thence the performance of the service/goods becomes contingent of that certain level of Customer Satisfaction.2.3.3 Customer vs. Employee SatisfactionSatisfaction can be seen from devil different perspectives. Customers satisfaction implies that they should get live up to with the quality of service they receive while the employees satisfaction means how satisfied they are in the oeuvre and how they are able to serve the customers with allegiance. As the satisfaction on both sides is imperative the hotel industry has not only to ensure the satisfaction of its customers but also those of their employees because without satisfaction of employees there is no only ifification to expect commitment of employees.Employees satisfaction may be achieved through incentives and rewards, acknowledgment of their performance and motivate them for ach ievement of nurture goals. Similarly, customers satisfaction can be achieved through offer them unique and high standard services and fostering better public relations with them.2.4 Hotel CategoriesHotels can be categorised match to the services they provide, i.e., location, facilities and services offered and clientele served. Restaurants mostly provide the customers with eating stuff but do not offer allowance. However, hotels mainly have try-on facilities as well as provide the customers different menus for breakfast, eat and dinner. Some hotels offer accommodation but does not have their own chef so customers have to have their meals outside. Furthermore, the services of hotels further differ jibe to their location. In Thailand, usually hotels have begun to offer spa and other health facilities besides providing them normal accommodation and meals facilities.2.4.1 Types of HotelMost of the hotels have their own hotshot rating. But the interesting thing is that there is no unified system to determine the service quality of the hotels. Throughout Europe, rating of hotels is determined every by government or by the private organisation according to the service they provide (Martin, 2007). There are 1 to 5 star hotels across the globe and the cost of their services differ according to their rating. For example, a four star hotel is much costly than a 1 star hotel. Similarly, four star hotel is expected to have more facilities than a 1 star hotel. A four to five star hotel may have more services and amenities, including merging space for conferences2.5 Nora Beach revive and health club2.5.1 Information of the HotelThe Nora Beach employ is a luxurious retreat in Thailand, situated in a strategic place of Koh Samui, the 3rd largest island, which offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a secluded bay just north of the world-famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach safety and health club, 2007). The laborious services of Nora Beach reanimate and Spa are as followBars and Restaurants.RecreationAnodas Spa liveThe additional supportive services of the restore are as followTravel and Tours Desk.Taxi/ limousine Service.Swimming poolsLaundry and Dry Cleaning. gym/Fitness Room.Baby seated Facilities.2.5.2 Type of CustomersThe type of customers visit Nora Beach Resort and Spa are holiday makers, however the professionals on impress also frequently visit the resort. According to a study by Thailand Tourism Statistics that 87% of tourists are holiday makers at Koh Samui Island where the Nora Beach Resort is jewel of the attraction for the holiday makers at Koh Samui Islands. These categories of visitors consist of male, womanish and children with age diversity from 13 to 55 years on average. They prefer Nora Beach for the reason that major attractions of Island are nea rby the resort.2.5 ConclusionIn this chapter, different theories of customers satisfaction have been evaluated and reviewed. Further, the importance of service quality on customers loyalty has been established. Besides, the review of literature from customers perspective, different categories of hotels and the system of rating has also been discussed. The review of literature shows that with the competition in hotel industry, customers perception and expectation of service has increased to a great extent and now the hotel industry has to enhance, improve and add up more services for the customers to make them loyal to the services.Chapter III methodological analysis3.1 IntroductionThis chapter presents details about the methodology adopted and elaborates the chosen research philosophy, approach and strategy used and the reasons for their selection. Further, this chapter describes the sample population and how the primary data was undisturbed and processed. It also describes the se condary winding data collection for the literature review. This chapter further explains the data collection tool and highlights validity, authenticity and reliability of the data collected.3.2 Research FrameworkSaunders et al. (2007) define an exploratory study as a rich means of finding out what is happening to seek new insights to ask questions and to assess phenomena in a new light study. Further, they define interpretivism as a theory of knowledge that depicts the methods, validity and scope of the research. This theory advocates that it is requirement for the researcher to understand difference between pieces as social actors (Saunders, Lewis Thornhil, 2007). ). Hence, the study was conducted in the interpretivism philosophy, because the aim of the researcher was to know the difference of human behavior in relation with satisfaction in the service quality provided by the Nora Beach Resort and Spa. The researcher aimed to know how customers get satisfied with the service p rovided by the Resort and how they perceive service quality. The research strategy utilized was fictitious character study. The case study strategy has considerable ability to generate answers to the question why? as well as the what? and how? questions (Saunders et al., 2007). In addition, a case study strategy can be very worthwhile way of exploring existent theory or to challenge an exist theory (Saunders et al., 2007). The study also sought answers to what the customers satisfaction level and how customers can be attracted to revisit the Nora Beach Resort and Spa.3.3 SamplingThe population of this research were customers who stayed in Nora Beach Resort and Spa a total of n= 113 customers completed the survey. The sampling technique needed for the case study was non- opportunity sampling which are purposive and convenience.3.4 Data Collection toolThe data collection tool for this study is a well designed questionnaire consisting of ternary parts as questionnaires are one of the most widely used data collection techniques in the survey strategy (Saunders et al. 2007). The first part is related to the customers satisfaction consisting 15 questions based on five likert scale ranging from very satisfied, satisfied, neutral, dissatisfied and very dissatisfied. The purpose of this part is to assess the perception of customers about the quality of the Resort in relation with menu variety, room service, cleanliness etc. The second part consists general type of questions like accessibility of the Resort and the reason to choose it. The third part of the questionnaire is demographic one assessing customers gender, age occupation and the purpose of their visit. In all, there were twenty both questions asked to analyze the customers assessment and expectations regarding the facilities and services as provided at Nora Beach Resort and Spa, Thailand.3.4 Data CollectionThe research was based on positivism principles with deductive approach.The questionnaire develop ed was placed in the guest rooms, as well as in the lobby and was collected by Ms.Napaphon Rattanarak, a proctor who was proficient according to the guidelines established. Permission was minded(p) by the resort manager to conduct this study following highest honourable standards and principles.3.6 Data AnalysisAs this study aims at providing recommendations on change service quality of Nora Beach Resort and Spa, the dully filled and returned questionnaire was analysed use SPSS, the software having good analytical capabilities. The analysis of the questionnaire offers insight about the belief of customers with regard to their perception of service quality at Nora Beach Resort and Spa. The results of this analysis will be discussed in the preceding chapter.3.7 ConclusionThis chapter has highlighted the research philosophy, techniques and methods used for this study. The study has relied over Likert technique because in-order to assess the level of customer satisfaction the bes t available method was to conduct survey. The respondents were visitors to the resort staying at the Nora Beach Resort and Spa. Although the responses of the customers may be biased as their view may be influenced by the service provided at that very moment, yet, this research provides a lot of interesting information regarding their perception of the service quality.Chapter IV Results4.1 IntroductionIn this chapter, the researcher will show the results of the data collected from the questionnaire which were gathered from the customers/visitors of Nora Beach Resort and Spa at Koh Samui. In this section, the researcher will present the demographic information from the respondents, and will also discuss the customers response towards the questions asked about the services provided. Further, the researcher will discuss the general information analysis of the customers as to how they found the resort, why did they choose to stay at the Nora Beach Resort and Spa and whether it was their first visit or they are a repeat visitors.4.2 DemographicsThere were total 113 questionnaire placed in the guest room and the lobby of the resort which the customer staying at the resort had to fill up which, in return, were collected and returned to the researcher by Ms. Napaphon, a protector trained for the purpose. All the 113 questionnaires were punctually filled up and retuned y the customers. Of these 113 respondents, 56 were male (49.56 per cent) and 57 female (50.44 per cent)4.3 Level ofAnalysis of Customer Satisfaction at Beach ResortAnalysis of Customer Satisfaction at Beach ResortChapter I Introduction1.1 BackgroundIn recent times, customers satisfaction is the main concern for every hotel and resort. Customers are now more valued and every effort is being made to keep them loyal to the resort and make them permanent visitors. The hotel industry believes that higher level of customer satisfaction may result in higher levels of repurchase. Repeat purchasing is essential to a continued stream of profitability through achieving higher levels of customer satisfaction (Oliver, 1997). The customers satisfaction can be defined as the fulfillment response which they feel towards given service. It has been a judgment that a product or service feature, or the product or service itself, provides (or is providing) a pleasurable level of consumption-related fulfillment, including levels of underfulfilment or overfulfilment (Oliver, 1996, p. 14). The concept of consumer satisfaction occupies a central position in marketing thought and practice. Conceptually, satisfaction is an outcome of purchase and use results from the buyers comparison of the rewards and costs of the purchase in relation to the anticipated consequences. Operationally, satisfaction is similar to attitude in that it can be assessed as the sum of the satisfactions with the various attributes of the product or service.With due consideration of this marketing approach, every effort is being made to provide the customers with better services in order to keep them loyal and make them a repeat visitor. The customer behaviour is considered as the ultimate success scale within the industry. The hotel industry is also among those sectors which have been trying to attract customers as long term visits. For this purpose, the hotel industry consistently implies different approaches to assess the customers satisfaction level in order to introduce new methods to attract them and make them their repeat visitors.The Samui Island has many attractions for the tourists and visitors from all around the world and a great number of visitors come to the island in order to enjoy tranquil and naturally beautiful beaches, hospitality of the local population and the unique services like spa offered by the hotel industry. There are a lot of visiting places on the island like the Big Buddah, Namuang Waterfall, Hin Ta Hin Ya, Sawadee Shrine, Hin Lad Waterfall, Scuba Diving, Dinning and restaurant an d Samui nightlife etc. These attractions have attracted visitors tremendously and have contributed significantly to enhance the business opportunity for the local hotels and resorts.Nora Beach is one of the most famous resorts of the Samui Island. It is a luxurious retreat in Thailand, situated in a strategic place of Koh Samaui, the 3rd largest island. The resort offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a seclude bay just north of the world famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach and Spa, 2007). Nora Beach Resort and Spa has strived to offer its customers excellent service over the years.1.2 Purpose of StudyThe purpose of this study is to analyse the level of customers satisfaction at Nora Beach Resort, Koh Samui, Thailand. This analysis would be made by assessing customers opinion through a well designed questionnaire. Considering the results of this analysis, the study will try to suggest the strategy for achieving a desirable customers satisfaction in the light of new marketing approaches.1.1 Objectives of StudyThe objectives of the study areTo understand the level of customers satisfaction by conducting a survey.To analyse the characteristics of the customers satisfaction which contribute their loyalty for the particular resort or hotel. This will be done by analysing purpose of visit, gender, age, education and other characteristics.To suggest a strategy to retain customer loyalty by adopting an effective marketing strategy.1.4 Study StructureIn order to analyse customers satisfaction with the service at Nora Beach Resort and Spa at Koh Samui, this study will review the current literature in the context of customers satisfaction and the services provided by the hotel industry. It will also examine the customers satisfaction in relation with the services provided at Nora Beach Resort and Spa th rough the primary data. For this purpose, in the literature review chapter, different theories relating to service, customers satisfaction and different categories of hotels will be reviewed. The methodology chapter will present philosophy and methods of research undertaken for this study. It will also describe the sampling, data collection tools and the method for data analysis. The fourth chapter will present the results of the research in relation with demographic analysis of the respondents and their satisfaction level at the Hotel. In the fifth chapter, conclusions will be made resulting from the data analysis. This researcher will offer recommendation to the industry with due consideration to the results of the primary data and the review of the literature.Chapter II Literature Review2.1 Introduction2.2 ServiceThe service is defined as a prototype for service, covering the need of the customer and the design of the service. Edvardsson and Olsson (1996, p. 149). Goldstein et al . (2002) suggest that the service concept integrates the how and what of service design while keeping both the customers needs and strategic intent of the firm in mind. In other words, the service concept gives a detailed description of what the customer needs and how the organization will deliver the 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. 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. Gronroos (1982) has defined service quality as the outcome of an evaluation process where the consumer compares his expectations with the service he perceived he has received. Hence we can say that perceived service is measured against expected service. Servi ce quality has been seen as the result of comparing a customers expectations prior to receiving the service with the customers experiences with the service. Wyckoff (1984) defined the concept of service quality from the companys perspective. Service quality is the degree of excellence for meeting the customers requirements, and control over the variability in achieving that excellence.2.2.1 Service TheoriesAccording to Parasuraman, Zeithaml, and Berry (1988) the study of service 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. With growing competition and emerging of hotel industry as a high profiting business, much preference is made to deliver a quality service to the customers. The researchers have defined service quality as the result of comparing the expectation of service quality and the perception of feelings. That is, the service quality not only includes th e evaluation of the service performances, but also includes the process of service (Parasuraman, Zeithaml, and Berry, 1985, 1988).According to Sherden (1988), service quality is defined as a relationship between a customer and the particular employee with whom the customer is dealing. Although the actual level of service quality is developed in the employee-customer relationship, management must ensure that customers experiences are in line with their expectations. Lovelock (1991) has defined the characteristics of service quality. According to him, service quality is thatwhich is delivered in a performance,in which the customer is involved in productionin which other customers are often similarly involved in production (e.g., a theater)in which quality control can only be performed during deliveryin which service cannot be inventoried,deliver is realtime, anddistribution channels are nonexistent or compressed.Examining service quality and its relationship with relevant constructs n ot only requires recognition of essential dimensions of service quality, but also identification of dimensions that are most meaningful to the customers in measuring the overall satisfaction. Therefore, having a better understanding of service quality is associated with considering various dimensions of service quality. Service quality dimensions or elements are those attributes that contribute to the creation of consumer expectations and perceptions of service quality.Service Quality called SERVQUAL is an instrument for measuring the gap between the services. Therefore, what consumers think should be provided and what they think actually has been provided. Parasuraman, Zeithaml, and Berry (1985, 1988) initially offered ten attributes, which they regard as essential to the quality of all services. These ten dimensions were tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding/knowing the customer, and access. These ten dime nsions and their descriptions served as the basic structure of the service quality domain from which items were derived for the SERVQUAL scale (Table 1).2.2.2 Elements of ServiceResearchers agree that it is hard to measure customer satisfaction and the service quality as every customer perceives service from his or her own preferences (Gavin Eccles and Philip Durand, 1997). To overcome this problem of defining the service level, hotels have addressed it through star ratings, where guests can gain a perception of the quality on offer through the number of stars attached to he hotel. However, as service quality depends more on customers perception, there are different criteria used by different customer groups to evaluate service.The purpose of The SERVQUAL scale is to measure levels of service quality. In this technique, it is assumed that the levels of service quality experienced by customers are critically determined by the gap between general expectations of the service and the cu stomers perceptions of what they actually receive from a specific service provider. The customers can evaluate the service quality from the following five factorstangiblesreliabilityresponsivenessassuranceempathy.The benefit of the SERVQUAL scale is that the management can assess and monitor the service quality and design better strategies and policies to improve it. Furthermore, understanding the customers satisfaction level and perception of service quality may yield important information influencing the design and specification of this and other, related, services provided by the organization. Finally, it helps the hotel industry in better developing future service improvements (Gavin and Durand, 1997).2.3 Impact of Service on Customer SatisfactionThe improved service quality provided to the customers enhances their loyalty to the service provider. Thus, attention has been paid to the concept of customer satisfaction as a corporate goal among academics and business practitioners (Rust Oliver, 1995). Satisfaction is a major outcome of marketing processes that culminate in purchase, and satisfaction is also thought to contribute to post-purchasing phenomena such as word-of-mouth communication, repurchase intention, and brand loyalty.Gronholdt, Martensen, and Kristensen (2000) administered a study on sixty companies and found that customer satisfaction would have significant impacts on customer loyalty. Bowen and Chen (2001) focused on the hotel industry to examine the relationship between customer satisfaction and customer loyalty. The results showed a slight increase in customer satisfaction would highly improve customer loyalty. Hence, customer satisfaction was inferred to have great impacts on customer loyalty. Moreover, Tam (2004) established an integrated framework of service quality, customer satisfaction, and perceived value, suggesting that customer satisfaction and perceived value have significant influences on customers future purchase behaviors. A nderson and Sullivan (1993) believed that customer satisfaction positively influenced repurchase intentions. Repurchase intentions is considered a possible outcome of customer loyalty.Jones and Sasser (1995) stated that customer loyalty is a feeling of attachment to or affection for a companys people, products, or services. Customer loyalty is often referred to as a purchase behavior, unlike customer satisfaction, which is an attitude. Repurchase behavior is a form of loyalty. Customer loyalty, a key mediating variable in explaining customer retention is concerned with the likelihood of a customer returning, making business referrals, providing strong word-of-mouth, as well as providing references and publicity (Bowen and Showemaker, 1998). Although most research on loyalty has focused on frequently purchased package goods (brand loyalty), the loyalty concept is also important for industrial goods (vendor loyalty), services (service loyalty), and retail establishment (store loyalty) Prior research has shown that ones emotions have an influence on behavior, and that one responds to an event in certain ways to maintain positive emotions (i.e. happiness) and to avoid negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and Varki (1997) found that positive emotion led to higher levels of customer satisfaction and increased repurchase intentions. On the other hand, Andreasen (1999) found that initial negative emotion caused by a service failure results in customer exit behavior. Dick and Basu (1994) posited that true loyalty only exists when repeat patronage coexists with a high relative positive attitude. In addition to attitude, it has been argued that loyalty may also be based on cognition (Lee and Zeiss, 1980 Oliver, 1980).2.2.4 Quality in Customer ServiceThe quality of service provided to the customers matters a lot more not only for the customers but it is a matter of great concern for the service provider as well. Common dimensions o f satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the people factor (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries.Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality.Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant.Spreng and MacKoy (1996) also studied the relationship between service quality and satisfaction based on their modified Olivers (1993) satisfaction/service quality model. Their modified model fitted the data well where service quality was hypothesized to influence satisfaction. In their study, the path coefficient between two constructs appeared to be significant (t = 9.4). Woodside, Frey, and Daly (1989) supported the causal relation of service quality and satisfaction with data collected in area of health care. Several researchers stated that overall service quality is determined only by the customers perception o f a service, rather than the difference between the customers expectation and actual service performance.2.3 Customer SatisfactionThe service literature has been contributed to the confusion over the relationship between consumer satisfaction and service quality. The most important that service providers need to know are how their objectives meet or exceed the customers satisfaction with their performance. The importance of this issue has been led to several recent efforts to clarify the relationship between satisfaction and service quality. The SERVQUAL measurement tool suggests that a consumers perception of service quality involves the difference between his or her expectations about the performance of a general class of service providers and his or her assessment of the actual performance of a specific firm within that class. SERVQUAL confounds customer satisfaction and customer attitude. In contrast, the SERVPERF version of the original SERVQUAL scale only concerns performance. Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the people factor (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries.Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to ser vice quality.Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant.2.3.1 Customer Satisfaction TheoriesThe customer satisfaction theories stress that quality of service is more important than the goods provided. Customers get satisfied mainly because of the quality and it is a psychological effect on their choice when they choose a particular hotel or resort to visit and stay. That is why one of the fastest growing segments in marketing research is the study of customer satisfaction (Dutka, 1994). When customers get satisfied with a particular service, they become loyal for it and in this way, the business have more repeat visitors. Customers satisfaction is dire ctly linked with his or her expectancy level. The perception of customers are always different and there is no hard and fast rule to determine what kind of service satisfy more. As the satisfaction expectancies consistently change, so, there are three stages which the customers pass through before rendering satisfaction. At the first level, expectations are simple and take the form of assumptions. In the next level the expectation level become complex and the customer has higher expectations. At the third level customers expectorations are even higher and he or she years for something which may attract him or her and have some delightful effects rather than the normal routine services. (Service Marketing, 2007). When a customer achieves this kind of highly attracting service, he becomes a loyal and repeat customer and remains loyal until the service quality begin deteriorating.2.3.2 Functionalities of Customer SatisfactionThe functionality of customer satisfaction in the business wo rld is that how effectively the services/goods meet the customers expectations. Therefore we can see across marketing world that each businesses success story relies on Customer Satisfaction. Thus the customer satisfaction has become the key element of business strategy in todays market place (Buchanan, Gilles, 1990). Although the customer satisfaction varies from an individual to individual, however certain recommend standards can be opted in-order to mitigate positively the popular perception.The common tool to opt the level of customer satisfaction is survey or collection of primary data where customer is asked to evaluate the open ended and close ended statements in accordance with the customers own perception. Thence the performance of the service/goods becomes contingent of that certain level of Customer Satisfaction.2.3.3 Customer vs. Employee SatisfactionSatisfaction can be seen from two different perspectives. Customers satisfaction implies that they should get satisfied wi th the quality of service they receive while the employees satisfaction means how satisfied they are in the workplace and how they are able to serve the customers with commitment. As the satisfaction on both sides is imperative the hotel industry has not only to ensure the satisfaction of its customers but also those of their employees because without satisfaction of employees there is no justification to expect commitment of employees.Employees satisfaction may be achieved through incentives and rewards, acknowledgment of their performance and motivating them for achievement of further goals. Similarly, customers satisfaction can be achieved through offering them unique and high standard services and fostering better public relations with them.2.4 Hotel CategoriesHotels can be categorised according to the services they provide, i.e., location, facilities and services offered and clientele served. Restaurants mostly provide the customers with eating stuff but do not offer accommodat ion. However, hotels mainly have accommodation facilities as well as provide the customers different menus for breakfast, lunch and dinner. Some hotels offer accommodation but does not have their own chef so customers have to have their meals outside. Furthermore, the services of hotels further differ according to their location. In Thailand, usually hotels have begun to offer spa and other health facilities besides providing them normal accommodation and meals facilities.2.4.1 Types of HotelMost of the hotels have their own star rating. But the interesting thing is that there is no unified system to determine the service quality of the hotels. Throughout Europe, rating of hotels is determined either by government or by the private organisation according to the service they provide (Martin, 2007). There are 1 to 5 star hotels across the globe and the cost of their services differ according to their rating. For example, a four star hotel is much costly than a 1 star hotel. Similarly, four star hotel is expected to have more facilities than a 1 star hotel. A four to five star hotel may have more services and amenities, including meeting space for conferences2.5 Nora Beach Resort and Spa2.5.1 Information of the HotelThe Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic place of Koh Samui, the 3rd largest island, which offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a secluded bay just north of the world-famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach Resort and Spa, 2007). The profound services of Nora Beach Resort and Spa are as followBars and Restaurants.RecreationAnodas SpaRoomsThe additional supportive services of the Resort are as followTravel and Tours Desk.Taxi/Limousine Service.Swimming poolsLaundry and Dry Cleaning.Gymnasium/Fitness Room.Baby Sitting Facilities.2.5.2 Type of Custo mersThe type of customers visit Nora Beach Resort and Spa are holiday makers, however the professionals on travel also frequently visit the resort. According to a study by Thailand Tourism Statistics that 87% of tourists are holiday makers at Koh Samui Island where the Nora Beach Resort is jewel of the attraction for the holiday makers at Koh Samui Islands. These categories of visitors consist of male, female and children with age diversity from 13 to 55 years on average. They prefer Nora Beach for the reason that major attractions of Island are nearby the resort.2.5 ConclusionIn this chapter, different theories of customers satisfaction have been evaluated and reviewed. Further, the importance of service quality on customers loyalty has been discussed. Besides, the review of literature from customers perspective, different categories of hotels and the system of rating has also been discussed. The review of literature shows that with the competition in hotel industry, customers perc eption and expectation of service has increased to a great extent and now the hotel industry has to enhance, improve and add up more services for the customers to make them loyal to the services.Chapter III Methodology3.1 IntroductionThis chapter presents details about the methodology adopted and elaborates the chosen research philosophy, approach and strategy used and the reasons for their selection. Further, this chapter describes the sample population and how the primary data was collected and processed. It also describes the secondary data collection for the literature review. This chapter further explains the data collection tool and highlights validity, authenticity and reliability of the data collected.3.2 Research FrameworkSaunders et al. (2007) define an exploratory study as a valuable means of finding out what is happening to seek new insights to ask questions and to assess phenomena in a new light study. Further, they define interpretivism as a theory of knowledge that de picts the methods, validity and scope of the research. This theory advocates that it is necessary for the researcher to understand difference between humans as social actors (Saunders, Lewis Thornhil, 2007). ). Hence, the study was conducted in the interpretivism philosophy, because the aim of the researcher was to know the difference of human behavior in relation with satisfaction in the service quality provided by the Nora Beach Resort and Spa. The researcher aimed to know how customers get satisfied with the service provided by the Resort and how they perceive service quality. The research strategy utilized was case study. The case study strategy has considerable ability to generate answers to the question why? as well as the what? and how? questions (Saunders et al., 2007). In addition, a case study strategy can be very worthwhile way of exploring existing theory or to challenge an existing theory (Saunders et al., 2007). The study also sought answers to what the customers sati sfaction level and how customers can be attracted to revisit the Nora Beach Resort and Spa.3.3 SamplingThe population of this research were customers who stayed in Nora Beach Resort and Spa a total of n= 113 customers completed the survey. The sampling technique needed for the case study was non- probability sampling which are purposive and convenience.3.4 Data Collection toolThe data collection tool for this study is a well designed questionnaire consisting of three parts as questionnaires are one of the most widely used data collection techniques in the survey strategy (Saunders et al. 2007). The first part is related to the customers satisfaction consisting 15 questions based on five likert scale ranging from very satisfied, satisfied, neutral, dissatisfied and very dissatisfied. The purpose of this part is to assess the perception of customers about the quality of the Resort in relation with menu variety, room service, cleanliness etc. The second part consists general type of qu estions like accessibility of the Resort and the reason to choose it. The third part of the questionnaire is demographic one assessing customers gender, age occupation and the purpose of their visit. In all, there were twenty two questions asked to analyze the customers assessment and expectations regarding the facilities and services as provided at Nora Beach Resort and Spa, Thailand.3.4 Data CollectionThe research was based on positivism principles with deductive approach.The questionnaire developed was placed in the guest rooms, as well as in the lobby and was collected by Ms.Napaphon Rattanarak, a proctor who was trained according to the guidelines established. Permission was granted by the resort manager to conduct this study following highest ethical standards and principles.3.6 Data AnalysisAs this study aims at providing recommendations on improving service quality of Nora Beach Resort and Spa, the dully filled and returned questionnaire was analysed using SPSS, the software having good analytical capabilities. The analysis of the questionnaire offers insight about the conception of customers with regard to their perception of service quality at Nora Beach Resort and Spa. The results of this analysis will be discussed in the preceding chapter.3.7 ConclusionThis chapter has highlighted the research philosophy, techniques and methods used for this study. The study has relied over Likert Technique because in-order to assess the level of customer satisfaction the best available method was to conduct survey. The respondents were visitors to the resort staying at the Nora Beach Resort and Spa. Although the responses of the customers may be biased as their opinion may be influenced by the service provided at that very moment, yet, this research provides a lot of interesting information regarding their perception of the service quality.Chapter IV Results4.1 IntroductionIn this chapter, the researcher will show the results of the data collected from the questio nnaire which were gathered from the customers/visitors of Nora Beach Resort and Spa at Koh Samui. In this section, the researcher will present the demographic information from the respondents, and will also discuss the customers response towards the questions asked about the services provided. Further, the researcher will discuss the general information analysis of the customers as to how they found the resort, why did they choose to stay at the Nora Beach Resort and Spa and whether it was their first visit or they are a repeat visitors.4.2 DemographicsThere were total 113 questionnaire placed in the guest room and the lobby of the resort which the customer staying at the resort had to fill up which, in return, were collected and returned to the researcher by Ms. Napaphon, a protector trained for the purpose. All the 113 questionnaires were duly filled up and retuned y the customers. Of these 113 respondents, 56 were male (49.56 per cent) and 57 female (50.44 per cent)4.3 Level of