Research Project: Analyzing Customer Satisfaction in Arena Court Motel

This project investigates customer satisfaction issues at the Arena Court Motel in Hamilton, New Zealand. The research, conducted as part of a Graduate Diploma in Retail Management, identifies key problems such as insufficient and rude staff, and the lack of online discounts. The methodology includes surveys, interviews, and best practice reviews using models like SERVQUAL. The findings reveal that inadequate staffing significantly impacts customer satisfaction, leading to a comprehensive implementation plan that focuses on increasing staff numbers, offering online discounts, and addressing employee-related issues. The project concludes with recommendations to improve customer experience and overall motel performance, supported by references to relevant academic literature.

CUSTOMER
SATISFACTION IN
ARENA COURT MOTEL
Ashima Khurana
Student ID: 18467701

BACKGROUND OF THE RESEARCH
Customer satisfaction in Arena Court Motel, Hamilton

PROBLEM DETAILS
•The problems the customers of the motel is facing
are:
•The motel does not provide online discounts
•Insufficient staffs

CONTD..
•Rude staffs
•Dissatisfied customers

POTENTIAL SOLUTIONS
•The potential methods of overcoming the identified problems
are:
•Offering discounts during peak seasons
•Recruiting staffs
•Training and development sessions
•Fulfilling the basics when the customers visit the hotel

CHOICE OF METHODS
•The methods used for undertaking the research are:
•Survey and interview research strategy
•Convenience sampling technique, 50 customers, 2
employers, 3 employees (5)
•Primary data collection process
•Mixed methods for analyzing the data

BEST PRACTICES REVIEW
•Kano model of customer satisfaction (Mkpojiogu & Hashim, 2016)
•Teboul model of customer satisfaction (Costa, 2015)
•SERVQUAL model (Parasuraman, Zeithaml & Berry, 1985)
•The Expectancy Disconfirmation paradigm (Boley, McGehee &
Hammett, 2017)

RESULTS
0
2
4
6
Customer satisfaction of Arena
Court Motel staff by gender and
age
All Female Male 0
2
4
6
Customer satisfaction of Arena Court
gender and age
All Male Female

CONCLUSION 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.
•It can be known that the main issues in customer satisfaction are arising
due to inadequate staffs.

COMPREHENSIVE IMPLEMENTATION PLAN
Goal 1: Increase the number of employees
Goal 2: Online discounts
Goal 3: Decrease employee issues

REFERENCES
 Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
 Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business
Excellence, 28(5-6), 559-577.
 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.
 Izogo, E. E., & Ogba, I. E. (2015). Service quality, customer satisfaction and loyalty in
automobile repair services sector. International Journal of Quality & Reliability
Management, 32(3), 250-269.
 Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience,
price and fairness, customer loyalty, and the mediating role of customer
satisfaction. International Journal of Bank Marketing, 33(4), 404-422.

CONTD..
 Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight,
and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170-197.
 Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
 Mkpojiogu, E. O., & Hashim, N. L. (2016). Understanding the relationship between Kano model’s
customer satisfaction scores and self-stated requirements importance. SpringerPlus, 5(1), 197.
 Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and Investigating the
relationship of after sales service quality with customer satisfaction, retention and loyalty–A case
study of home appliances business. Journal of Retailing and Consumer Services, 30, 67-83.
 Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail
settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106-114.
 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and
its implications for future research. Journal of marketing, 49(4), 41-50.
 Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social
responsibility contribute to firm financial performance? The mediating role of competitive
advantage, reputation, and customer satisfaction. Journal of business research, 68(2), 341-350.
 Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating
customer focus across the firm.