Quantitative Analysis: Consumer Satisfaction at Holiday Inn Hotels

This report presents a quantitative analysis of the factors impacting consumer satisfaction at Holiday Inn hotels. The study investigates the influence of hotel services, internal transport quality, accommodations, and food quality on customer satisfaction levels. The methodology involves a survey design utilizing a Likert scale, with data collected from 20 consumers. The findings, analyzed through descriptive statistics and correlation analysis, reveal a positive correlation between consumer satisfaction and factors such as transport services, room cleanliness, food quality, and overall comfort. However, the analysis also indicates a lack of significant correlation between other hotel services and consumer satisfaction. The report concludes with recommendations for Holiday Inn to improve its service quality, particularly in areas such as front office operations and hotel design, to enhance customer experiences and foster loyalty. The study highlights the importance of addressing consumer expectations to achieve competitive advantages and business growth.

Running head: FACTORS IMPACTING CONSUMER SATISFACTION
Quantitative Analysis on Factors Impacting Consumer Satisfaction in HOTELS Holiday Inn
Name of the University:
Name of the Student:
Authors Note:

1FACTORS IMPACTING CONSUMER SATISFACTION
Table of Contents
Introduction......................................................................................................................................2
Research Question.......................................................................................................................2
Methodology....................................................................................................................................3
Survey Design..............................................................................................................................3
Sampling and Sample Size Selection..........................................................................................4
Findings...........................................................................................................................................4
Findings from Calculations..........................................................................................................4
Summary of Main Findings.......................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendices....................................................................................................................................14

2FACTORS IMPACTING CONSUMER SATISFACTION
Introduction
Consumer satisfaction is defined by Ali (2016) as the relationship between the pre-
purchase and the post-purchase evaluation of the services and products that are consumed by the
consumers. The hospitality organizations focus on developing and offering better quality services
in ensuring high consumer satisfaction (Radojevic, Stanisic and Stanic 2017). Consumer
satisfaction is considered as the most important factor in the hospitality sector for it facilitates in
realizing consumer expectations and analyzing the quality of services offered by the hotel. The
hotel that is selected for analyzing the factors that impacts consumer satisfaction in the
hospitality industry is HOTELS Holiday Inn. HOTELS Holiday Inn is a British-owned American
hotel brand that is positioned as one world’s largest hotel chains that has around 1173 active
hotels with high quality accommodation services (Al-Msallam 2015). There are certain factors
such as hotel services, internal transport quality, accommodations and food quality that impacts
the satisfaction of consumers in HOTELS Holiday Inn. Considering same, the managers require
to take necessary actions in ensuring the consumers expected quality services that can further
increase their satisfaction towards hotel services. The satisfied consumers facilitates in attaining
competitive advantages to the hotel’s business and for this reason HOTELS Holiday Inn needs to
pay an increased attention to the issues regarding consumer satisfaction. For addressing issues
related with service dissatisfaction the hotel must consider improving the identified factors that
impacts consumer’s satisfaction in the industry (Bowen and Chen McCain 2015).
Research Question
In what ways the factors including hotel services, internal transport quality,
accommodations and food quality impact consumer satisfaction in HOTELS Holiday Inn?

3FACTORS IMPACTING CONSUMER SATISFACTION
Methodology
Survey Design
Quantitative research is carried out in analyzing the impact of factors including hotel
services, internal transport quality, accommodations and food quality on the consumer
satisfaction of HOTELS Holiday Inn. For carrying out quantitative research the data is gathered
through questionnaire survey in which questions set is based on likert scale technique and is
answered by the consumers of the hotel (Bowen and Chen McCain 2015). The survey includes
questionnaire that will gather relevant data from consumers on their satisfaction based on the
factors hotel services, internal transport quality, accommodations and food quality. The survey
includes close ended questions based on likert scale and they will be gather views of the target
consumers regarding their satisfaction on HOTELS Holiday Inn’s facilities. The first section of
the questionnaire gathered survey data on consumer satisfaction towards all the hotel services.
The second section of the questionnaire considered gathering survey data on consumer
satisfaction on transportation services (Kasiri, Cheng, Sambasivan and Sidin 2017). The third
section of the questionnaire considered gathering survey data on consumer satisfaction on
accommodation services and the fourth section of the questionnaire considered gathering survey
data on consumer satisfaction on food quality offered by the hotel. The survey data gathered will
be analyzed through employing quantitative data analysis method such as MS Excel. Correlation
analysis will be carried out in evaluating the relationship between the dependent variable
(consumer satisfaction) and independent variables (hotel services, internal transport quality,
accommodations and food quality) (Kim, Vogt and Knutson 2015).

4FACTORS IMPACTING CONSUMER SATISFACTION
Sampling and Sample Size Selection
The sampling technique that is used in selecting the suitable sample size for the research
is simple random sampling. This sampling technique is employed for the reason that it offers
equal chance to each participant to get selected in the survey (Ren et al. 2016). Simple random
sampling technique is considered to be justified in this research as it facilitated the researcher in
selecting the most important primary data source for attaining useful information on consumer
satisfaction in HOTELS Holiday Inn focused on the selected factors impacting their satisfaction
(Mohammed and Rashid 2018). Considering such relevance of using simple random sampling
method in the quantitative data collecting process, the survey will be carried out with the target
consumers. For the reason that quantitative data analysis needs a relatively larger sample size, to
analyze the responses gathered from the target consumer respondents a large sample size is
selected (Radojevic, Stanisic and Stanic 2015). Considering such importance of selecting a
bigger sample size within the research, in analyzing the impact of factors on consumer
satisfaction a sample size of 20 consumers that recently visited HOTELS Holiday Inn are
selected.
Findings
Findings from Calculations
Descriptive Statistics
Mean Std. Deviation N

5FACTORS IMPACTING CONSUMER SATISFACTION
The service quality offered by
HOTELS Holiday Inn is good
and I would like to recommend
the hotel to others
2.20 1.436 20
Hotel services offered by
HOTELS Holiday Inn are
efficient and of high quality
1.40 .503 20
The transport service offered by
HOTELS Holiday Inn are
prompt
2.00 1.298 20
The hotel rooms are clean and
are stocked of all the necessary
amenities
2.05 1.146 20
HOTELS Holiday Inn offers a
wide variety of food that are
fresh and of exceptional quality
2.30 1.380 20
Facilities in the hotel offers
great comfort and made my stay
an enjoyable experience
2.15 1.182 20
Food and accommodation
services of HOTELS Holiday
Inn are affordable and of
superior quality
1.95 1.317 20
Correlations

6FACTORS IMPACTING CONSUMER SATISFACTION
The service
quality
offered by
HOTELS
Holiday Inn
is good and
I would like
to
recommend
the hotel to
others
Hotel
services
offered
by
HOTELS
Holiday
Inn are
efficient
and of
high
quality
The
transport
service
offered
by
HOTELS
Holiday
Inn are
prompt
The hotel
rooms are
clean and
are
stocked
of all the
necessary
amenities
HOTELS
Holiday
Inn offers a
wide
variety of
food that
are fresh
and of
exceptional
quality
Facilities
in the
hotel
offers
great
comfort
and made
my stay an
enjoyable
experience
Food and
accommodation
services of
HOTELS
Holiday Inn are
affordable and
of superior
quality
The service
quality offered by
HOTELS Holiday
Inn is good and I
would like to
recommend the
hotel to others
Pearson
Correlation
1 .321 .762** .761** .791** .787** .785**
Sig. (2-tailed) .168 .000 .000 .000 .000 .000
N 20 20 20 20 20 20 20
Hotel services
offered by
HOTELS Holiday
Inn are efficient
and of high
quality
Pearson
Correlation
.321 1 .323 .329 .273 .425 .270
Sig. (2-tailed) .168 .165 .157 .244 .062 .249
N 20 20 20 20 20 20 20
The transport
service offered by
HOTELS Holiday
Inn are prompt
Pearson
Correlation
.762** .323 1 .849** .852** .892** .955**
Sig. (2-tailed) .000 .165 .000 .000 .000 .000
N 20 20 20 20 20 20 20

7FACTORS IMPACTING CONSUMER SATISFACTION
The hotel rooms
are clean and are
stocked of all the
necessary
amenities
Pearson
Correlation
.761** .329 .849** 1 .855** .927** .839**
Sig. (2-tailed) .000 .157 .000 .000 .000 .000
N 20 20 20 20 20 20 20
HOTELS Holiday
Inn offers a wide
variety of food
that are fresh and
of exceptional
quality
Pearson
Correlation
.791** .273 .852** .855** 1 .874** .877**
Sig. (2-tailed) .000 .244 .000 .000 .000 .000
N 20 20 20 20 20 20 20
Facilities in the
hotel offers great
comfort and made
my stay an
enjoyable
experience
Pearson
Correlation
.787** .425 .892** .927** .874** 1 .850**
Sig. (2-tailed) .000 .062 .000 .000 .000 .000
N 20 20 20 20 20 20 20
Food and
accommodation
services of
HOTELS Holiday
Inn are affordable
and of superior
quality
Pearson
Correlation
.785** .270 .955** .839** .877** .850** 1
Sig. (2-tailed) .000 .249 .000 .000 .000 .000
N 20 20 20 20 20 20 20
**. Correlation is significant at the 0.01 level (2-tailed).

8FACTORS IMPACTING CONSUMER SATISFACTION

9FACTORS IMPACTING CONSUMER SATISFACTION

10FACTORS IMPACTING CONSUMER SATISFACTION
Summary of Main Findings
The findings gathered from the correlation analysis carried out above indicated that the
service quality offered by the HOTELS Holiday Inn is effective and the consumers prefer to
recommend the hotel to others. Such results are evident as factors such as transport service
offered by the hotel, cleanliness and properly stocked hotel rooms, fresh and quality food
offering, comfortable experience along with food and accommodation affordability has indicated
statistically significant results with consumer satisfaction at 0.01 significance level. The findings
from the correlation analysis indicated that consumer satisfaction indicated positive relationship
with the facilities and services offered by HOTELS Holiday Inn at 0.01 level of significance (2
tailed). Whereas, factors such as other hotel services offered by the hotel with efficient and high
quality indicated an insignificant relationship (at 0.01 significance level) with consumer
satisfaction, where they do not prefer to recommend the hotel to others. Such findings indicate
that other hotel services including front office operations, location of the hotel along with design
and maintenance of the hotel are not of expected quality of the consumers that resulted in their
dissatisfaction.

11FACTORS IMPACTING CONSUMER SATISFACTION
The findings revealed that the mentioned factors in this research impacts consumer
satisfaction towards hotel’s services to an increased extent. For this reason, HOTELS Holiday
Inn must take into consideration that consumer satisfaction comes from addressing their service
quality expectations (Rahimi and Gunlu 2016). It also evidences that better consumer
experiences of these factors in the hotel affects their positive behavior like loyalty as well as
personal recommendation. This can further ensure the hotel to attain competitive advantages in
the form of increased growth and profitability (Rather and Sharma 2017). Based on the findings
of the research it can be revealed that HOTELS Holiday Inn must focus on improving its front
office operations and make services needed by the consumers quick and can also focus on
improving the design and ambiance of its hotel rooms that can increase consumer satisfaction
through making their stay an enjoyable experience.
Conclusion
The findings gathered from the research revealed that better consumer experiences of
these factors in the hotel affects their positive behavior like loyalty as well as personal
recommendation. Such results are evident as factors such as transport service offered by the
hotel, cleanliness and properly stocked hotel rooms, fresh and quality food offering, comfortable
experience along with food and accommodation affordability has indicated statistically
significant results with consumer satisfaction. Conversely, in gathering primary data from the
survey the researcher faced issues regarding the reliability of the data gathered due to chances of
biased responses from consumers that might have impacted the outcome of research.
Considering such issue, the future research will consider carrying out both primary and
secondary research that can facilitate in gathering more authentic and quality research findings.