Customer Satisfaction in Arena Court Motel Research Project 2022

Running head: RESEARCH PROJECT
Customer Satisfaction in Arena Court Motel
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
Customer satisfaction is the problem identified for Arena Court Motel in Hamilton, New
Zealand. The need of customer satisfaction is irreplaceable irrespective of the business sector
because customers are the ones that define the success for the business entities. The main issues
found for Arena Court Motel are no online discounts, insufficient staffs and rude staffs thereby,
resulting in customer dissatisfaction. The models used for understanding customer satisfaction
are Kano model of customer satisfaction, Teboul model of customer satisfaction, SERVQUAL
model and Expectancy Disconfirmation paradigm.
Both interview and survey research strategies have been used for investigating the ongoing
research. Open-ended questions for interview and close-ended questions for survey and interview
have been circulated among the customers and the employees in the room of the customers when
they check-in. From the above information, results and analysis, it can be concluded that Arena
Court Motel is encountering severe customer satisfaction issues that is affecting the overall
preference and popularity among the target customers. Customer satisfaction issues in the motel
are resulting in loss of business that is in turn threatening the survival of the motel in Hamilton.

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Table of Contents
1. Introduction..............................................................................................................................5
1.1 Identification of the problem.................................................................................................5
2. Best practice review.................................................................................................................7
2.1 Customer satisfaction.............................................................................................................7
2.2 Factors affecting customer satisfaction.................................................................................8
2.3 Models of customer satisfaction............................................................................................8
2.3.1 Kano model of customer satisfaction.............................................................................8
2.3.2 Teboul model of customer satisfaction...........................................................................9
2.3.3 SERVQUAL model......................................................................................................10
2.3.4 The Expectancy Disconfirmation paradigm.................................................................10
2.4 Issue of customer satisfaction..............................................................................................11
2.5 Impact of customer satisfaction on business.......................................................................11
3. Method and ethics..................................................................................................................12
4. Results....................................................................................................................................14
4.1 Survey analysis....................................................................................................................14
4.2 Interview transcript analysis................................................................................................18
5. Analysis.................................................................................................................................18
6. Conclusions and recommendations.......................................................................................20

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7. Implementation plan..............................................................................................................22
8. Discussion of implementation plan.......................................................................................24
References......................................................................................................................................26
Appendices....................................................................................................................................29
Appendix 1.................................................................................................................................29
Interviews question (Open –ended question)........................................................................31
Appendix 2.................................................................................................................................32
Survey questionnaires (Close Type questions)....................................................................33
Appendix 3.................................................................................................................................36
Interview transcripts..............................................................................................................36

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1. Introduction
Customer satisfaction is a widely researched topic in the past by the researchers because
the role it plays for businesses is inevitable. The need of customer satisfaction is irreplaceable
irrespective of the business sector because customers are the ones that define the success for the
business entities. As mentioned by Agnihotri et al. (2016), having a dissatisfied customer base is
threatening for business organizations because without the customers the organizations cannot
survive the market and lose to the existing competitors.
1.1 Identification of the problem
Customer satisfaction is the problem identified for Arena Court Motel in Hamilton, New
Zealand. The different issues at the motel are listed below:
The motel does not provide online discounts
 Low perceived value
 Untrustworthiness on the customers
 Defer price conversation
Insufficient staffs
 Lack of permanent employment
 Challenging workplace
 Lack of organizational benefit
 Job insecurity
Rude staffs
 Inappropriate training

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 Work pressure
 Negative workplace
Dissatisfied customers
 Dirty blankets
 Missing towels
 Staffs rudeness
 Inappropriate service time
Hence, the problems identified needs to be mitigated for
The potential solutions for the identified problems are listed below:
Problem: The motel does not provide online discounts
Solution: Arena Court Motel can overcome this problem by offering discounted rates during the
peak seasons. This will attract the customers during the peak season, as the customers will feel
benefitted as they have to pay less compared to other motels in the area.
Problem: Insufficient staffs
Solution: This problem can be overcome by recruiting adequate number of staffs along with
developing a suitable workplace so that the staffs feel at home and enjoy while offering service
to the customers. Moreover, additional benefits such as incentives for working extra hours and
conveyance options can also be provided for maintaining decent number of staffs in the motel.
Problem: Rude staffs
Solution: Arena Court Motel can overcome this problem by subjecting the employees to training
at regular interval. This will allow the staffs to learn how to handle pressure as well as

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communicating with the customers in such a way that their need is understood efficiently and
services can be arranged accordingly.
Problem: Dissatisfied customers
Solution: Arena Court Motel can overcome this problem by ensuring the basics in their motel
are not at fault so that when the customers enter the room for the first time their basic needs are
not compromised. Before the customers check-in, the staffs of the motel can visit the room once
for checking whether everything is alright or not and if not those things can be placed
appropriately (Orel & Kara, 2014).
2. Best practice review
2.1 Customer satisfaction
When it comes to business, customer satisfaction is a significant aspect to consider. A
business cannot be successful if customer satisfaction does not exist. As mentioned by Izogo and
Ogba (2015), customer satisfaction is defined as the total number of customers a business
organization has whose experience with the organization exceeds beyond expectation. However,
as argued by Kim, Vogt and Knutson (2015), the concept of customer satisfaction indicates the
number of customers those are satisfied with the products or services provided by the business
organizations. Having customers those are satisfied is crucial for the business organizations
because it provides an upper hand from the existing competitors in the market.
2.2 Factors affecting customer satisfaction
Customer satisfaction is affected by wide range of factors those have been of previous
research interests in the past. As employees are the ones serving the customers, their behavior

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and attitudes plays a significant role in determining customer satisfaction. As mentioned by
Bowen and Chen McCain (2015), the behavior and attitude of the employees influences
customer satisfaction. While welcoming the customers, the employees need to be polite,
empathetic, prompt and patient in nature. This allow the employees to have an understanding and
submissive approach towards the customers and offering them with the best. However, as argued
by Ali and Raza (2017), not only the behavior of the employees, the location, interior design,
physical facilities and discounts also influences satisfaction among the employees.
2.3 Models of customer satisfaction
Four different models used in this theoretical framework for understanding customer
satisfaction better are Kano model of customer satisfaction, SERVQUAL model of customer
satisfaction, the expectancy disconfirmation paradigm and Teboul model of customer satisfaction
(Saeidi et al. 2015).
2.3.1 Kano model of customer satisfaction
Kano model of customer satisfaction is one of the most studied models that depend on the
perceived value of the products by the customers and influences their satisfaction level largely.
Kano model of customer satisfaction helps in understanding satisfaction within the customers by
studying the non-linear relationship between customer satisfaction and the performance of the
product or service. The four attributes that forms the model are threshold, performance,
indifferent and excitement attribute (Mkpojiogu & Hashim, 2016).
Threshold attributes: This feature of the model is based on the expectation of the customers in
respect to the service and product sold by them. As a result, this feature is considered as the point

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of parity and product differentiation is restricted. However, enhancing these attributes fails to
ensure customer satisfaction.
Excitement attributes: This feature is not expressed by the customers explicitly.
Performance attributes: This feature is best defined as the factors that is better when more. As
a result, the linear increment needs to be better in respect to customer satisfaction that in turn
minimizes the scope of poor performance.
Indifferent attributes: This feature is distinguished separately and is not categorized in the
above three attributes.
2.3.2 Teboul model of customer satisfaction
Customer satisfaction in hotel industry can be understood by using the Teboul model of
customer satisfaction, as the sub structures of tourism can be understood. This model highlights
the customer needs in circles and squares those are in turn depicted by the services and products
that organizations offer to the customers (Costa, 2015).
(Source: Costa, 2015)

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2.3.3 SERVQUAL model
SERVQUAL model is most widely used for measuring customer satisfaction by
determining the difference between customer expectations and perceptions. This model is based
on seven gaps that arises when the difference between customer expectation and perceptions
become evident (Parasuraman, Zeithaml & Berry, 1985). The seven gaps are listed below:
Gap 1: Difference between the management perception and customer expectation
Gap 2: Difference between management perceptions and customer specifications
Gap 3: Difference between specifications and delivery of the services
Gap 4: Difference between service deliveries and external communications
Gap 5: Difference between customer expectation and perception
Gap 6: Difference between employee perception and customer expectation
Gap 7: Difference between employee perception and management
2.3.4 The Expectancy Disconfirmation paradigm
Expectancy disconfirmation paradigm is one of the most promising theoretical
frameworks for determining satisfaction for the customers. In accordance with this model, the
customers purchase products and use services according to their experiences in the past in
respect to the anticipated performance. In this case, the expectation of the customers becomes the
minimum criteria for the customers to judge the current service and the product. Hence, when the
customers avail the current services and the previous experience is not met, the development of
negative disconfirmation is seen due to the existing issues the organization is facing in terms of
products and services (Boley, McGehee & Hammett, 2017).

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2.4 Issue of customer satisfaction
The needs and demands of the customers keep on changing with time that gives rise to
challenges for the business organizations. This is because the business organizations need to
update and strategize at regular interval for addressing and incorporating ways of fulfilling the
needs of the target audiences. Some organizations fail to do so that gives rise to customer
satisfaction issues (Wilson et al., 2016). Hence, the business organizations need to be proactive
in changing and incorporating the needs and expectations of the customers and implement it
successfully along with making the customers feel valued and significant each time they visit or
purchase from the respective organization (Pantano & Viassone, 2015). Similar is the case of
Arena Court Motel where issues related to customer satisfaction has emerged due to distinctive
issues. Arena Court Motel needs to work towards mitigating the customer satisfaction issues
because it is beneficial for the motel and help the motel in gaining competitive advantage.
2.5 Impact of customer satisfaction on business
The role and contribution that customer satisfaction possesses for business
organizations across all sectors is undeniable. As mentioned by Hill and Brierley (2017),
competitive advantage is one of the significant advantages that customer satisfaction ensures for
the business organizations. As the customers are satisfied, they tend to stick and prefer the
organization irrespective of the alternatives present in the market. Satisfaction create a unique
image in the eye of the customers and make them feel valued for the organization thereby,
influencing their decision of favoring the organization (Kaura, Durga Prasad & Sharma, 2015).
As a result, sales, profit and revenue are generated and maximized. However, as criticized by
Murali, Pugazhendhi and Muralidharan (2016), customer satisfaction is not a consistent thing
and business organizations need to keep on working so that they are aware of the current needs

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and demands of their target customers and provide services or products accordingly. Hence,
achieving customers’ satisfaction provides opportunities for the motel to gain competitive
advantage and sustain the fierce market in Hamilton. With time, this will increase the rate of
customers for the motel that will in turn contribute towards profit maximization and revenue
generation accordingly.
3. Method and ethics
The selected methodologies for this study are beneficial in identifying the existing issue and
overcoming it for the benefit of the motel. The selected methodologies are highly appropriate
because both logic and facts can be used about customer satisfaction that can be related to the
current scenario of customer dissatisfaction in the motel and identify the problems that have led
to the issue in the motel. Statistics and scientific evidence can be provided for justifying
customer satisfaction and business for this research along with supporting the views of individual
customers (Kumar, 2019).
Both interview and survey research strategies have been used for investigating the
ongoing research. This helped in gathering an overview from the customers about the potential
reasons of dissatisfaction along with gathering in-depth knowledge for knowing the reasons that
is resulting in dissatisfaction among the customers and affecting the business of the motel. Open-
ended questions for interview and close-ended questions for survey has been circulated among
the customers using the online platform.
In accordance with the research strategy, convenience sampling technique has been used
for selecting 50 customers of Arena Court Motel for survey. Using convenience sampling
technique allowed selecting 50 customers to be selected randomly to share their views for

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understanding customer dissatisfaction and determining its impact on the business. Similarly,
convenience sampling technique has been used so that 5 employees of Arena Court Motel can be
handpicked individually for knowing the potential reasons of dissatisfaction in the motel.
Henceforth, primary data collection process and mixed method analysis has been used.
Primary data collection process has been used because this facilitated collecting data for the first
time in respect to customer satisfaction so that the reason of dissatisfaction can be answered.
Mixed method data analysis is suitable because the results of both interview and survey can be
analyzed by describing the numerical value and the individual view point of the customers.
Data confidentiality, participation with consent, collecting information from authentic
sources, presenting data without being manipulated and using the collected information only for
academic purposes are the major ethical considerations that needs to be followed while
undertaking the ongoing research in respect to Arena Court Motel, Hamilton.

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4. Results
4.1 Survey analysis
The graphs below describe the views and opinions of the customers about Arena Court
Motel.
6. Do you think Staffs are
helpful and provide good
service?
9. Did the staffs inform you
about local and tourist
attractions?
11. Do you think staffs are
good in communication?
0
1
2
3
4
5
6
7
Customer satisfaction of Arena Court Motel staff
by gender and age
All Female Male
The graph above indicates the customer satisfaction of Arena Court Motel staff by gender
and age. In this graph, the opinion of the customers about the staffs working in Arena Court
Motel is determined that provide opportunity to investigate the level of customer satisfaction.
The customers were asked whether the staffs of Arena Court Motel are helpful or not followed
by whether the staffs provide successful updates or information or not and whether the staffs

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communicate effectively. From the data obtained, it can be seen that the customers are unhappy
with the services provided to them by the staffs of Arena Court Motel. The customers have felt
that the staffs of the motel are not helpful and do not provide good and satisfactory service. Also,
the customers disagree about being the helpfulness of the staffs. This is a serious matter of
concern for the Motel because the staffs are the primary reason of dissatisfaction for the
customers and is a matter of concern.
When the customers of Arena Court Motel is asked about whether the staffs of the Motel
have informed them about local and tourist destinations, the opinions of the customers reflected
higher level of disappointment and dissatisfaction. The customers have also complained about
the helpfulness from the employees. Upon visiting the motel, the employees did not inform them
about local tourist attractions in Hamilton. When asked, the employees did not felt answering
and not interested. As the majority of the customers of Arena Court Motel have said so, it is a
matter of concern for the motel in terms of customer satisfaction.
When the customers of the Motel are asked about the effectiveness and efficiency of the
staffs in terms of communication, the responses received is also negative. This indicates
disagreement of the customers when it comes to effective communication for the staffs of Arena
Court Motel. The customers have raised questions about the ability of the staffs to communicate
effectively. Hence, if the level of customer satisfaction is considered from the respect of the
staffs, it is a serious issue because majority of the customers highlights that the response and
attitude of the staffs towards them upon their visit to the Motel is inappropriate and
dissatisfactory.

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0
1
2
3
4
5
6
7
Customer satisfaction of Arena Court gender and age
All Male Female
The graph above indicates the customer satisfaction of Arena Court Motel staff by gender
and age. If the opinion of the customers in terms of the location of motel is considered, the
customers felt that the location was not correct for their situation thereby, indicating strong
disagreement. Hence, for the customers those visited the hotel mentions that the location of the
motel was inappropriate for them. The level of customer satisfaction was also determined in
respect to the layout of the room. The graph above indicates that customers are not satisfied with
the layout of the room. Hence, it can be said that the layout of the room fail to meet their entire
standard. Inappropriate layout of the room indicates dim light, place of the bed, diameter of the
bathroom and the view from the room.

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Cleanliness of the room is also a reason of customer dissatisfaction for the customers
visiting the Motel. When asked about the room cleanliness, the customers have mentioned the
rooms lack higher level of cleanliness that questions the health and safety standard of the room.
When check-in in the room, the customers have encountered dirt and dust in the room that have
become a primary reason of dissatisfaction among the customers. Whether the customers are
visiting the motel for personal or professional reason, price is determining factor for customer
satisfaction. When asked to the customers whether the price of the motels is affordable or not,
the customers feel that the price of the motel is not affordable. Moreover, the motel does not also
provide discounts to the customers those use the online platform for bookings.
Food is also a determining factor when it comes to customer satisfaction. The customers
visiting a motel or a hotel expect to have food that is simple yet tasty. When the customers of
Arena Court Motel is asked about the taste of the food, that is whether the breakfast is tasty or
not, the customers are not satisfied with the breakfast offered to them in terms of taste. Providing
newspaper in the room of the customers is considered to be an important service that a customer
expects. Hence, the service providers need to ask whether the customers want newspapers in
their room before discontinuing the service. This is a reason of dissatisfaction for the customers
visiting Arena Court Motel because they are not given it in their room daily but they want and
expect it.
Another reason of customer dissatisfaction for the customers visiting Arena Court Motel
is the information provided in the official website of the motel. The customers have said that the
website of the motel provides inappropriate information. Customers have often faced issues
because of inappropriate information on the online website because upon visiting the motel they
got to know different things. The customers visiting Arena Court Motel are also dissatisfied

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because of the issues they have faced while assessing the online booking. The customers are
unable to access online booking easily because the website is not user-friendly due to which the
customers are unable to look for appropriate information and navigate the website with ease. It
has been seen that the motel does not provide online discounts to the customers that other motels
in the surrounding provides thereby, resulting in customer dissatisfaction. Majority of the
customers’ feels that Arena Court Motel also needs to provide discounts to them both online and
offline, as they are choosing the motel over other motels in Hamilton.
4.2 Interview transcript analysis
From the interview transcript, it can be interpreted that both employers and the
employees agree that the primary reasons of customer dissatisfaction for the motel is insufficient
staffs, rude and unhelpful staffs and no online discounts. Hence, overcoming these issues will
help in increasing customer satisfaction subsequently.
5. Analysis
In respect to the survey and interview data gathered it can be said that customer
satisfaction is a major issue for Arena Court Motel in Hamilton. Agnihotri et al. (2016) mentions
that having a dissatisfied customer base is threatening for business organizations because without
the customers the organizations cannot survive the market and lose to the existing competitors.
Similar is the case of Arena Court Motel where the motel is losing customers to the surrounding
motels in Hamilton due to customer satisfaction issues. Both interview and survey results states
that the staffs are rude and unhelpful. When interviewed, the staffs said that as they are
comparatively less in number the pressure of work gets over them that affects their performance
so severely. Bowen and Chen McCain (2015) mentions that the behavior and attitude of the

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employees influences customer satisfaction. Hence, the employees need to be polite, empathetic,
prompt and patient while serving the customers. However, Ali and Raza (2017) argues that the
location of a place also affects customer satisfaction and when the customers were asked whether
they are satisfied with the current location of the motel, the rate of disagreement were pretty
high.
The issue of customer satisfaction can be explained by referring to the models used in the
literature review. For instance, Kano model of customer satisfaction by Mkpojiogu & Hashim,
(2016) explains that the level of customer satisfaction is highly influenced by the expectation of
the customers in respect to the service and product sold by the companies and organizations.
Similarly, Teboul model of customer satisfaction by Costa, (2015) explains customer satisfaction
is affected by the products and services sold by the companies. Moreover, SERVQUAL model
by Parasuraman, Zeithaml & Berry, (1985) states that customer satisfaction issues arises due to
potential gaps that has been categorized into seven types. According to the Expectancy
Disconfirmation paradigm by Boley, McGehee & Hammett, (2017) states that the past
experiences of the customers serve as the minimum criteria for determining the level of
satisfaction. However, for Arena Court Motel, gaps are rising because the motel is unable to
surpass the past experience and expectations of the customers. As the motel is unable to live up
to the expectation of the customers in respect to behavior of the staffs followed by discounts and
fulfilling the basic amenities, the issues are rising continuously and beyond mitigation.
Hence, Arena Court Motel needs to work on the current environment of customer
dissatisfaction and overcome it in due time. This will help the motel to improve their current
position in the market and attract more customers thereby, strengthening their position and
gaining competitive advantage.

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6. Conclusions and recommendations
From the above information, results and analysis, it can be concluded that Arena Court
Motel is encountering severe customer satisfaction issues that is affecting the overall preference
and popularity among the target customers. Customer satisfaction issues in the motel are
resulting in loss of business that is in turn threatening the survival of the motel in Hamilton.
From the information above, it can be known that the main issues in customer satisfaction are
arising due to inadequate staffs. As the number of staffs is less, the existing employees feel
pressurized and when that pressure mounts up it affects the level of service provided to them. As
a result, the employees make silly mistakes such as leaving blankets dirty and forget to replace
towels. Hence, when the customers check-in the motel rooms and do not find the basics
appropriate, dissatisfaction arises.
As the employees are less, the existing ones are burdened with work that results in rude
behavior. Hence, the staffs lack patience, empathy, warmth and politeness while communicating
with the customers. As a result, the customers feel unwanted and burdened on the motel that
compromises their level of satisfaction during their stay at the motel. The employees of the motel
are also unable to ensure effective communication within them that is hampering their work
flow. Interrupted workflow is leading to a negative working environment that is reflected when
the employees are serving the customers visiting the motel. Another issue that has been
highlighted for Arena Court Motel is that the motel does not offer online discounts. Hence, if the
customers plan to book the motel online during peak season, they have to pay comparatively
more than the other motels in Hamilton.

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With the identified problems it can be said that the customer satisfaction issues need to be
eradicated so that Arena Court Motel is able to overcome their challenge and conduct business in
Hamilton. The potential recommendations are:
Giving online discounts to the customers only during peak seasons
Even if not throughout the year, I can offer online discounts only during the peak
seasons. This will help in increasing customer satisfaction, as they will be able to book the motel
at comparatively low price.
Recruit and hire employees
I would also suggest that recruiting and hiring employees can be an option. As a result,
the workload will be distributed equally and the employees will not feel burdened and
pressurized with work. Hence, they will be able to fulfill their roles and responsibilities with
ease.
Taking regular follow ups with the employees
Employees are crucial in delivering excellent services and developing customer
satisfaction. Hence, keeping them happy and satisfied is necessary for delivering the best service.
It is my advice that taking regular follows ups with the employees. Taking regular follow ups
and consulting with the employees will help in knowing their problems thereby, findings ways of
overcoming those.
Arranging and organizing training sessions frequently
The issues related to customer satisfaction can also be mitigated if the employees are
subjected to training sessions at regular interval. I also suggest that arranging and organizing

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training sessions frequently. Once the problem faced by the employees is identified, training
sessions can be arranged so that the employees are able to learn and do not repeat the mistakes.
Conducting pre-checks before customer check-in
As the motel is failing to fulfill the basics, pre-checks can be conducted before there is
any customer check-ins. Hence, I also recommend that conducting pre-checks before customer
check-in. This will help in ensuring that the basic amenities of the room are there and the
customer complaints can be minimized largely.
7. Implementation plan
Goal Strategy Resources
(human and
financial)
Risks Timeline
Increase the
number of
employees
Recruitment and
selection
Both High employee
turnover
2-3 months
Online discounts During peak
seasons
Financial Giving discounts
during peak
season may
impose financial
damage
3 months twice
a year
Decrease
employee issues
Regular verbal
communication
and training
Both Training might
not be
interactive,
employees might
not be able to
Every month

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attend training
due to work
pressure,
employees might
not express them
fully
Change in
Employee
Behavior
Regular
monitoring of the
employees
Both The HR
department has
to ensure that the
employees
undergo training
to ensure a
proper behavior
from the staffs
1 month
Technological
Advancement
Implementation
of new and
innovative
technological
advances to
make the
organization
successful
Both The
management of
the business has
to select and
implement the
best HR policies
that can help the
management to
ensure business
success
1 month
Task Name Duration Start Finish
Project Training Activities 110 days Mon 01-07-19 Fri 29-11-19
Decision for training 23 days Mon 01-07-19 Wed 31-07-19
Training organization 22 days Thu 01-08-19 Fri 30-08-19
Booking training dates 26 days Mon 26-08-19 Mon 30-09-19
Undertaking training
activities
21 days Wed 02-10-19 Wed 30-10-19
Seeking feedback from the 21 days Fri 01-11-19 Fri 29-11-19

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Trainees
Timeline for Training Activities
Source: (As created by the Author)
The training plan has been selected in the most appropriate way here. Each and every
tasks has been divided into proper timeline where the tasks of training has been provided
timeline gaps in between the month of July, 2019 to November, 2019. The tasks start with the
decision to start the training program which involves different meetings, conferences and
selection of the budget and the team for leading the training program. The decision will thus take
the total month of July starting from 1st July to 31st of the same month. Second comes the choice
of the training organization which again will take the total month of August to ensure the
selection of the best training organization. On the other hand, the training dates will be booked
after consultations and successful meetings on the month of September. The month of October
and November will be followed by undertaking training activities and then collecting the
feedback from the trainees respectively.
8. Discussion of implementation plan
From the aforementioned implementation plan, it can be seen that the training
organization.number of employees needs to be increased because inadequate and insufficient
staffs is affecting the customer satisfaction for the motel. Hence, recruitment and selection is a
strategy that can be used for increasing the number of employees for the motel. Arena Court
Motel can post vacancy advertisement using the online platform as well as in the local
newspapers to make people aware they need employees. Once the interested candidates’ starts

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filling out applications, the motel need to stop receiving it once they feel it is adequate. Then the
applicants should be called for interview and should be judged by giving them on-spot
assessments. This will help in justifying their personal interview and hence, being selected. In
doing so, both human and financial resources are needed but the risk of high employee turnover
rate exists.
Secondly, the customers need to be provided online discounts. As the motel is not
comfortable in doing so and do not offer online discounts regularly, it can be offered during the
peak seasons by the motel. Tourist influx increases in Hamilton twice a year and the motel can
use this as their opportunity and offer discounts during this period. In doing so, the motel will
require financial back up because they have to lower their profit margin to some extent. Thirdly,
communicating with the employees verbally on a daily basis will help in decreasing the issues
the employees of the motel are currently facing. In doing so, the points can be noted and can be
discussed in due time for overcoming the issues successfully.

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References
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banks of Pakistan: the modified SERVQUAL model. Total Quality Management &
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Boley, B. B., McGehee, N. G., & Hammett, A. T. (2017). Importance-performance analysis
(IPA) of sustainable tourism initiatives: The resident perspective. Tourism
Management, 58, 66-77.
Bowen, J. T., & Chen McCain, S. L. (2015). Transitioning loyalty programs: A commentary on
“the relationship between customer loyalty and customer satisfaction”. International
Journal of Contemporary Hospitality Management, 27(3), 415-430.
Costa, L. (2015). The transformation of wholesale (B2B) telecommunications products into true
services. International Journal of Engineering and Industrial Management, (5), 93-114.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.

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Izogo, E. E., & Ogba, I. E. (2015). Service quality, customer satisfaction and loyalty in
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Appendices
Appendix 1
Interview/ Focus Group Information and Consent Form
Name: Ashima Khurana
Programme of Study: Graduate Diploma in Retail Management
Research Project Title:
I am a student in the Centre for Business Enterprise (CBE) at Wintec and, as part of my studies; I
am completing a research project on Customer satisfaction
I would appreciate it if you would agree to participate in this research by being interviewed/
being part of a focus group.
The interview/ focus group will take approximately 10 minutes for each and will take place an
Arena Court Motel as agreed with you. All specific personal details and information collected
from the interview/focus group will remain confidential to me and CBE Academic Supervisors
only. You will remain anonymous at all times and the data that is collected will be codified in the
final report.
If you have any concerns, you may to choose not to respond to a particular question or to
withdraw from the research at any time.
Please note that the project will be assessed by Academic staff in CBE and a copy of the report
will be sent to the relevant organization if requested.

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If at any given time, you wish to withdraw from this research, you may do so by contacting the
Academic Coordinator, whose contact details are given below.
Thank you for your time.
…...........................................
Signature of Researcher
Participant to complete
I …........................................... have read and understand the nature of my participation in this
research and agree to being interviewed/surveyed.
…...................................................
…............................................
Signature of participant Date
Contact details of Academic Coordinator:
Name: Priscilla Davis-Ngatai
Email: [e-mail] / Phone: [phone] ext.342

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Interviews question (Open –ended question)
1. What are the reasons customers are not satisfied at Arena Court Motel?
2. What are the services can improve customer satisfaction?
3. Do you think at Arena Court Motel has sufficient staff?
4. Do you think the staff members are good in communication skills?
5. Do you think staff members are well trained?
6. Do you think the price of accommodation is reasonable at Arena Court Motel?

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Appendix 2
Questionnaire Information Form
Name: Ashima Khurana
Programme of Study: Graduate Diploma in Retail Management
Research Project Title: Customer Satisfaction
I am a student in the Centre for Business and Enterprise (CBE) at Wintec and, as part of my
studies; I am completing a research project on Customer Satisfaction.
I would appreciate it if you would agree to participate in this research by answering the questions
on this survey.
The survey will take approximately 5-6 minutes to complete and all specific personal details that
are collected will remain confidential to me and CBE Academic Supervisors unless agreed to by
you. All the data that is collected will be described anonymously in the final report.
Your agreement to participate in this research will be shown by your answering the questions in
the survey.
If you have any concerns, you may choose not to respond to a particular question or to withdraw
from the research.
Please note that the project will be assessed by Academic staff in CBE and a copy of the report
will be sent to the relevant organization if requested.
Include your survey questions below:

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Survey questionnaires (Close Type questions)
When it comes to Arena motel, rate the motel (1: Strongly disagree, 4: Agree, 7: Disagree)
1 2 3 4 5 6 7
1. Does the location was perfect for my situation?
1 2 3 4 5 6 7
2. Does the room layout meet your entire standard?
1 2 3 4 5 6 7
3. Does the room show higher level of cleanliness?
1 2 3 4 5 6 7
4. Do you think at Arena Court Motel price are affordable?
5. If you have scored Arena Court Motel 3 or below, please mention the reason.
When it comes to Arena Court Motel, rate the following attributes
6. Do you think Staffs are helpful and provide good service?
1 2 3 4 5 6 7
7. Do you think breakfast meal is tasty?
1 2 3 4 5 6 7
8. Shall we provide a newspaper
1 2 3 4 5 6 7
9. Did the staffs inform you about local and tourist attractions?
1 2 3 4 5 6 7
10. If you have rated the service below 3, then please provide reasons.
When it comes to Arena Court Motel, rate the following features
11. Do you think staffs are good in communication?
1 2 3 4 5 6 7
12. Are you satisfied the information about motel on the online website?

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1 2 3 4 5 6 7
13. Do you easily assessable online booking?
1 2 3 4 5 6 7
14. What do think at Arena court motel should provide discounts to the customers?
1 2 3 4 5 6 7
15. If you have rated the above attributes below 3, then please provide reasons.
16. How likely are you to recommend Arena Court Motel to friends, family and business
colleagues (1: Highly unlikely, 5: Likely, 10: Highly likely)
1 2 3 4 5 6 7 8 9 10
17. If you have scored Arena Court Motel between 8 to 10, Please provide the number 1
reason for recommendation for Arena Court Motel
18. What is you gender specification?
Male
Female
19. What is your age?
21-25 years
26-31 years
32-37 years
38 years and above
20. How frequently do to visit at Arena Court Motel?
Weekly
Monthly

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Quarterly
Yearly

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Appendix 3
Interview transcripts
What are the reasons customers are not satisfied at Arena Court Motel?
Employer 1: “I feel it is insufficient staff.”
Employer 2: “For me, it is missing the basics while serving the customers.”
Employee 1: “No online discount to the customers may be.”
Employee 2: “Rudeness and inadequate staffs.”
Employee 3: “Inappropriate services from us, as we are pretty less in number.”
What are the services can improve customer satisfaction?
Employer 1: “I feel we need to increase the number of employees.”
Employer 2: “Training the existing employees to handle pressure.”
Employee 1: “Eradicating customer dissatisfaction.”
Employee 2: “Providing discounts online because the customers complain to us.”
Employee 3: “Efficient service from us.”
Do you think at Arena Court Motel has sufficient staff?
Employer 1: “No, I don’t feel so.”
Employer 2: “To some extent, no.”

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Employee 1: “No, we are pretty less in number.”
Employee 2: “No, we have insufficient staffs.”
Employee 3: “Truly speaking, no.”
Do you think the staff members are good in communication skills?
Employer 1: “Some are and some are not.”
Employer 2: “Depends on the situation they are subjected to.”
Employee 1: “As the customers become angry, it becomes difficult to communicate with them.”
Employee 2: “At times, we face issues in communicating.”
Employee 3: “Not completely.”
Do you think staff members are well trained?
Employer 1: “They are trained but not well trained.”
Employer 2: “Saying well-trained will be incorrect but they are trained.”
Employee 1: “I feel we need more training.”
Employee 2: “To some extent yes but we face issues often.”
Employee 3: “I feel we need more training on how to handle customers.”
Do you think the price of accommodation is reasonable at Arena Court Motel?
Employer 1: “Yes, it is.”

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Employer 2: “Yes, it is but as we do not offer discounts to online booking, it seems higher.”
Employee 1: “I feel it is comparatively more.”
Employee 2: “I feel price is bit higher compared to the surrounding motels.”
Employee 3: “No, I do not feel so.”

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