CHAPTER – 5

DATA ANALYSIS – II
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CHAPTER – 5

DATA ANALYSIS – II

CUSTOMERS GENERAL OPINION ABOUT THE HOTEL

SERVICE AT CHENNAI

5.1 INTROUCTION

If the data points are close to the Mean, indicating that the responses are fairly

uniform, then the Standard Deviation will be small. Conversely, if many data points

are far from the Mean, indicating that there is a wide variance in the responses, then

the Standard Deviation will be large. However, the Standard Deviation alone is not

particularly useful without a context within which one can determine the meaning. By

calculating how the Standard Deviation relates to the Mean, otherwise known as the

coefficient of variation (CV), you will have a more uniform method of determining

the relevance of the Standard Deviation and what it indicates about the responses of

our sample. The closer the CV is to 0, the greater the uniformity of data. The closer

the CV is to 100%, the greater the variability of the data.

= × 100

Prof. Karl Pearson suggests this measure of coefficient of variation as the

most commonly used measure of relative variation. If we want to compare the

variability of two or more series, we can use this method. The series or groups of data

for which the coefficient of variation is greater, we need to indicate that the group is

more variable, less stable, less uniform, less consistent or less homogenous. If the

coefficient of variation is less, it indicates that the group is less variable, more stable,

more uniform, more consistent or more homogeneous.

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5.1.1 Customers general opinion about the Reception Service

The Front office staff should make their guests feel warm and satisfied. They

are the key to the guest satisfaction drive and the success of the hotel. They offer

constant guest interactions, with most diverse operating exposure in the hotel. The

more importantly the front office staff also reflects the image of the hotel to the

customers and they have a keen sense to anticipate the guest’s needs and exceed their

expectations.

Table 5.1 Customers general opinion about the Reception service

Aspects No. of Range Mean SD % of CV

ID Mean
Staff friendliness 500 0-5 3.12 + 1.219 62.4 39.10

Staff appearance 500 0-5 3.09 + 1.166 61.8 37.86

Staff skill 500 0-5 3.00 + 1.028 60.0 34.33

Service quality 500 0-5 3.10 + 1.040 62.0 33.54

From the above Table exhibited, the customer’s general opinion about the

service rendered by the front office staffs at the hotel reception, the variables under

the service of the reception are Staff Friendliness, Staff Appearance, Staff Skill,

Service Quality of the Front Office. These variables are considered to determine the

coefficient of variation of the sample. From the analysis the CV of Staff Friendliness

is 39.10, Staff Appearance is 37.86, Staff Skill is 34.33 and Service Quality is 33.54.

Hence it is concluded that the coefficient variation is more significant in Service

Quality of the Front Office and less significant in Staff Friendliness. Customers are

expecting prompt service from the front office and give more importance to the

Service Quality rather than the Staff Appearance, Skill and Friendliness.
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5.1.2 Cronbach’s Alpha co-efficient for “Reception”

Reliability test is done to test the goodness of the data. The outcome of the

reliability test is to ensure the goodness of data by checking the inter item is

consistency in the Questionnaire. The generally expected Cronbach reliability value

must be greater than 0.7. The Study applied Cronbach alpha coefficient to test the

variables in “Reception”.

Table 5.2 Cronbach Alpha value of Reception variable =0.829

Staff Friendliness
Staff Appearance
Staff Skills (Language skills)
Service Quality ( Direction, Information)
Mean Variance Std. Deviation No of Items

12.31 13.165 3.628 4

From the above Table 5.2, it is found that the Cronbach Alpha Reliability

Value of the variables given in the reception is 0.829 and it is greater than the 0.7.

Thus the reception variables are statistically satisfactory.

5.1.3 Customers general opinion about the Hotel Room

Hotel rooms are preferred by customers only if the room possesses the

cleanliness, convenience, comfort and the ambience of the room which comprises

neat arrangement of tables, wardrobes and other facilities such as Television, Air
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conditioner, Telephone , good natural light, aeration and clean flowers as well as

tidiness of bathrooms.

Customers prefer to stay longer if the ambience of the room is well organized.

Interior decoration, Television, Equipment level i.e., Air-conditioner, Telephone,

cleanliness in the rest room are providing good atmosphere to hotel rooms.

Table 5.3 Customers general opinion about the hotel room

Aspects No. of Range Mean SD % of CV

ID Mean
Television (With all
500 0-5 3.07 1.025 61.4 33.38
channels)
Atmosphere, interior 500 0-5 2.59 0.944 51.8 36.44
Equipment level 500 0-5 1.98 0.133 39.6 6.71
Tidiness of bathroom 500 0-5 2.82 1.143 56.4 40.53
Extra bed quality (if was
500 0-5 2.64 0.962 52.8 36.43
used)

From the above Table the coefficient of variation of Television in the hotel

room is 33.38, Interior Decor is 36.44, Equipment level is 6.71, Tidiness of Bathroom

is 40.53 and Extra Bed quality is 36.43. So it is concluded that the CV of equipment is

lower than the CV of other variables. Equipment level is considered more significant

and cleanliness in the Rest Room and Interior decor are less significant variables.

The above stated conclusion reveals that customers are satisfied only with the

equipment level in the Hotel room and maximum number of customers has

complained about the Tidiness of the Rest room and they are not satisfied with the

cleanliness of the Bathroom and Interior Decor.

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5.1.4 Cronbach Alpha co-efficient for “Hotel Room”

Reliability test is done to test the goodness of the data. The outcome of the

reliability test is to ensure the goodness of data by checking the inter item’s

consistency in the Questionnaire. The generally expected Cronbach reliability value

must be greater than 0.7. The study applied Cronbach Alpha Coefficient to test

variables in the Hotel room.

Table 5.4 Cronbach Alpha value of Hotel room = 0.462

Television (With all channels)

Atmosphere, interior
Equipment level
Tidiness of Bathroom
Extra Bed quality (if was used)

Mean Variance Std. Deviation No of Items

13.11 8.576 2.564 5

From the above Table 5.4 it is found that the Cronbach Alpha Reliability

Value of the variables given in the Hotel room is 0.462 and it is lesser than 0.7.

Hence the variables in Hotel rooms are statistically not satisfactory.

5.1.5 Customers general opinion about the Restaurant service

Hotel restaurant should have the following qualities such as spread of dishes

presented, quality of food, location of buffet arranged, and quality of service,

informative menu card, waitress’s appearance, price and the cost of food. The prompt

and effective service of the restaurant will also to attract new customers and stimulate

the existing customers to revisit the hotel.

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Table 5.5 Customers general opinion about the restaurant service

Aspects No. of Range Mean SD % of CV

ID Mean
Spread of dishes
500 0-5 2.71 0.98 54.2 36.16
presented
Quality of food presented 500 0-5 3.13 1.12 62.6 35.78
Location of buffet
500 0-5 3.16 1.14 63.2 36.07
restaurant
Quality of service 500 0-5 3.25 1.05 65.0 32.30
Informative menu 500 0-5 3.11 0.99 62.2 31.83
Waitress appearance 500 0-5 2.96 1.00 59.2 33.78
Pricing 500 0-5 3.00 1.00 60.0 33.33

The above Table stated that the coefficient of variation in spread of dishes

presented as 36.16, quality of food , 35.78, location of buffet restaurant , 36.07,

quality of service , 32.30, informative menu , 31.83, waitress appearance , 33.78 and

price and cost of the food , 33.33. Of these variables the informative menu CV is less

than the other variables. So it is considered more significant followed by the Service

Quality of more significant level. The Location of buffet restaurant, spread of dishes

and quality of food are of less significant level.

The Customers have given their opinion that food items and their price in the

menu card is clear and easy to understand the names of dishes. Quick service is

provided by the staff in the restaurant but the location of the restaurant is far away

from their rooms, the quality of food and spread of dishes are not up to the customer’s

expectation level. Customers do not given more importance to the waitress’s

appearance and the cost of the food.

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5.1.6 Cronbach Alpha co-efficient for ‘Restaurant’

Reliability test is done to test the goodness of the data. The outcome of the

reliability test is to ensure the goodness of data by checking the inter item’s

consistency in the Questionnaire. Generally the expected Cronbach Reliability value

must be greater than 0.7. The study applied Cronbach Alpha Coefficient to test the

variables in the Restaurant.

Table 5.6 Cronbach Alpha Value of restaurant = 0.889

Diversity of dishes presented

Quality of food presented
Location of buffet restaurant
Quality of service
Clarity of menu
Waitresses’ appearance
Pricing decision

Mean Variance Std. Deviation No of Items

21.32 31.893 5.647 7

From the above Table 5.6 it is found that the Cronbach Alpha Reliability

value of the variables given in the restaurant is 0.889 and it is higher than 0.7.

Hence the variables in restaurant are statistically satisfactory.

5.1.7 Customers general opinion about the ‘Other service’ of Hotels

The purpose of providing additional service or the other services such as

Internet facilities, doctor on call, power back-up, Room service, Telephone facility,

Fitness club, Swimming Pool, Car Parking, Banking Facilities and Laundry Service
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to meet the customer’s needs and convert their needs to in satisfaction. The above

stated services are provided for the convenience of the customers.

Table 5.7 Customers general opinion about the other services of hotels

Aspects No. of Range Mean SD % of CV

ID Mean
Internet facilities 500 0-5 2.75 0.993 55.0 36.10
Doctor on call 500 0-5 2.98 0.642 59.6 21.54
Power Back-up 500 0-5 3.84 0.588 76.8 15.31
Room service 500 0-5 2.96 1.027 59.2 34.69
Telephone with STD and
500 0-5 4.00 0.21 80.0 5.25
ISD facility
Fitness Club 500 0-5 3.04 0.720 60.8 23.68
Swimming Pool 500 0-5 3.03 0.879 60.6 29.01
Car parking 500 0-5 2.54 0.891 50.8 35.07
Banking Facilities 500 0-5 3.00 1.001 60.0 33.33
Laundry Service 500 0-5 2.92 0.997 58.4 34.14

The above table indicates that the co-efficient of variation in internet facilities

is 36.10, Doctor on Call is 21.54, Power Back-up is 15.31, Room Service is 34.69,

Telephone facility is 5.25, Fitness Club is 23.68, Swimming Pool is 29.01, Car

Parking is 35.07, Banking Facilities are 33.33 and Laundry Service is 34.14. Of these

variables CV is the lowest in Telephone facility and followed by Power Back up but

in room service and Laundry Service the CV value is the highest.

Hence it is concluded that the Telephone facility is more significant and the

room service is less significant. From the above stated conclusion it is assumed that

the hotel should pay more importance to other convenient services also because the

customers are not satisfied with the other services provided by the hotels. If the other
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services met the consumer needs they would help to retain the existing customers and

also to increase the number of new customers in future. The reason for maintaining

the existing customers in the hotel is they are the ambassadors of the new customers.

5.1.8 Cronbach’s Alpha Co-efficient for ‘Other services’

Reliability test is done to test the goodness of the data. The outcome of the

reliability test is to ensure the goodness of data by checking the inter item’s

consistency in the questionnaire. Generally the expected Cronbach Reliability value

must be greater than 0.7. The Study applied Cronbach Alpha Coefficient to test

variables in the Hotel room. .

Table 5.8 ( Cronbach Alpha value of other services = 0.546)

Internet Facilities
Doctor on call
Power Back-up
Room Service
Telephone with STD and ISD Facility
Fitness Club
Swimming Pool
Car parking
Banking Facilities
Laundry Service
Mean Variance Std. Deviation No of Items
27.06 9.584 3.096 9

From the above Table 5.8 it is found that the Cronbach Alpha Reliability

value of the variables given in the other service is 0.546 and it is lesser than 0.7.

Hence the variables of other services are statistically not satisfactory.

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5.2 HYPOTHESIS TESTING

To test the hypothesis, one way Analysis of the variance is applied on the four

factors of reception variables with respect to the selection of hotel in Chennai to know

the differences between the three levels of Hotel industry. The following results are

obtained.

The research hypothesis is to prove that, the following important variables are

statistically significant.

5.2.1 Hypothesis : 1

Ho: There is no significant influence of the Reception or Front Office Staff

service factors on the Selection of the Hotel in Chennai city among three

different levels of Hotel industry.

H1: There is a significant influence of the Reception or Front office factors on

the selection of the Hotel in Chennai city among three different levels of

Hotel Industry

To test the hypothesis, One way Analysis of the Variance is applied on the

Front office staff service factors of Hotel room variables with respect to the selection

of the hotel in Chennai to know the differences among three levels of the Hotel

Industry. The following results are obtained.

The research hypothesis is to prove that, the following important variables are

statistically significant.
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Reception or Front office Staff Service

Hotel visitors in Chennai seem to have a high standard and demand for

excellent service. Front office staff receives the guests upon their arrival and provide

information about the room number and room key, and make immediate arrangements

for the guest’s luggage by coordinating with the bell boy or other staff in the hotel.

Customers have given their opinion that the Front Office staffs are have the

product knowledge of hotel facilities, Types of Rooms and Varieties of Food and Cost

of the Room in the hotel and also have a good knowledge of the Major Sites in

Chennai City and about tour or travel package. The Staff must have the fluency of

communication skill in more than one foreign language.

Table 5.9 Influence of the Reception or Front Office Staff Service factors on the
Selection of Hotel

ANOVA(One way ANOVA)

Sum of df Mean F Sig.
Squares Square
Staff Between Groups 13.082 4 3.270 2.222 .066
Friendliness Within Groups 728.476 495 1.472
Total 741.558 499
Between Groups 9.007 4 2.252 1.665 .157
Staff
Within Groups 669.575 495 1.353
Appearance
Total 678.582 499
Between Groups 14.228 4 3.557 3.434 .002
Staff Skills Within Groups 512.770 495 1.036
Total 526.998 499
Between Groups 30.787 4 7.697 7.479 .000
Service
Within Groups 509.411 495 1.029
Quality
Total 540.198 499
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From the above Table it is ascertained that the factors related to the Reception

are Staff Friendliness (F =2.222, P = .066), Staff Appearance (F=1.665, P= 0.157),

Staff Skills (F=7.479, P= 0.002) and Service Quality (F=7.479, P=0.000). The

ANOVA Table indicates that the factors of Staff Skills (P value is 0.002) and Service

Quality of the Front Office (p value is 0.000) differ significantly with respect to the

selection of the Hotel at 5% level.

Hence the null Hypothesis is rejected at 5% level of significance and the

Alternative hypothesis is accepted, so it is clear that the selection of the Hotel has

significant influences over the factors of Reception or Front office staff service on the

selection of the Hotel in Chennai city among the three different level of hotel

industry.

As far as the staff friendliness and Staff Appearance are concerned that the ‘P’

value is .066 and .157 respectively. Hence the Null Hypothesis is accepted and the

Alternate Hypothesis is rejected. So it is clear that the selection of the Hotel has no

significant influence over the factors of Reception or Front office Staff Service on the

selection of the hotel in Chennai city among the three different levels of the Hotel

industry.

5.2.2 Hypothesis: 2

Ho: There is no significant influence of the facilities available in the hotel

room factors on the selection of the Hotel in Chennai city among three

different levels of Hotel Industry.

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H1: There is a significant influence of the facilities available in the hotel room

factors on the selection of the Hotel in Chennai city among three different

levels of Hotel Industry.

To test the hypothesis, One way Analysis of the variance is applied on the five

factors of hotel room variables with respect to the selection of the hotel in Chennai to

know the differences among three levels of the Hotel Industry. The following results

are obtained.

The research hypothesis is to prove that, the following important variables are

statistically significant.

Facilities available in the Hotel Room

The Standard Hotel Rooms play an important role in the reputation of the

hotels. The rooms in hotels are which will offer as accommodation to guests as

individual units of room. Some interconnected rooms are also made be helpful to

guests and their families. Guests feel comfortable only in the environment which is

clean and well- ordered. Accommodation in hotels tend to be the largest part of the

Hotel, it is the most revenue generating department.

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Table 5.10 Influence of the Facilities available in the hotel room on the Selection

of Hotel

ANOVA
Sum of df Mean F Sig.
Squares Square
Between 8.707 4 2.177 2.090 .081
Television (With all Groups
channels) Within Groups 515.555 495 1.042
Total 524.262 499
Between 2.358 4 .590 .660 .620
Atmosphere, Interior Groups
Decoration Within Groups 442.224 495 .893
Total 444.582 499
Between .052 4 .013 .738 .566
Groups
Equipment Level
Within Groups 8.786 495 .018
Total 8.838 499
Between 12.779 4 3.195 2.475 .044
Groups
Tidiness of Bathroom
Within Groups 639.021 495 1.291
Total 651.800 499
Between 8.204 4 2.051 2.238 .064
Groups
Extra Bed quality
Within Groups 453.548 495 .916
Total 461.752 499

From the above Table it is ascertained that the factors namely Television (with

all channels) (F =2.090, P = .081), Atmosphere, Interior Decoration F=.660, P= 0.62),

Equipment Level (F=7.479, P=0.000), Tidiness of Bathroom (F=2.475, P=.044) and

Availability of Extra Bed Quality (F= 2.238), P= 0.064). The ANOVA table indicates
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that factors of Tidiness of Bathroom alone differ significantly with respect to the

selection of the hotel at 5% level. Hence the Null Hypothesis is rejected at 5% level

of significance and the Alternative hypothesis is accepted. So it is clear that the

facilities available in the hotel room factors have significant influence on the selection

of the hotel in Chennai city among three different levels of the hotel industry.

As far as the factors related to hotel rooms such as Television, Interior

Decoration, Equipment Level and Availability of Extra Bed quality’s P values are

more than the 5% level of significance. Hence the Null hypothesis is accepted and

Alternate Hypothesis is rejected. So it is clear that the facilities available in the Hotel

Room factors do not have significant influence on the selection of the hotel in

Chennai city among the three different levels of the Hotel Industry.

5.2.3 Hypothesis - 3

Ho: There is no significant influence of the Restaurant service factors on the

selection of the Hotel in Chennai city among the three different levels of

Hotel Industry.

H1: There is a significant influence of the Restaurant service factors on the

selection of the hotel in Chennai city among the three different levels of

the Hotel Industry.

To test the hypothesis, One way Analysis of the variance is applied on the

seven factors of restaurant service variables with respect to the selection of the Hotel

in Chennai to know the difference between the three levels of the Hotel industry. The

following results are obtained.

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The research hypothesis is to prove that, the following important variables are

statistically significant.

Table 5.11 Influence of the Restaurant service factors on the Selection of Hotel

ANOVA
Sum of df Mean F Sig.
Squares Square
Between 39.893 4 9.973 11.092 .000
Spread of dishes Groups
presented Within Groups 445.057 495 .899
Total 484.950 499
Between 44.812 4 11.203 9.533 .000
Quality of Food Groups
Presented Within Groups 581.738 495 1.175
Total 626.550 499
Between 10.510 4 2.628 2.047 .087
Location of Buffet Groups
Restaurant Within Groups 635.368 495 1.284
Total 645.878 499
Between 7.956 4 1.989 1.817 .124
Groups
Quality of Service
Within Groups 541.794 495 1.095
Total 549.750 499
Between 11.491 4 2.873 2.946 .020
Groups
Clearness of Menu
Within Groups 482.677 495 .975
Total 494.168 499
Between 9.548 4 2.387 2.413 .048
Waitresses’ Groups
Appearance Within Groups 489.652 495 .989
Total 499.200 499
Between 8.937 4 2.234 2.252 .062
Groups
Pricing
Within Groups 491.063 495 .992
Total 500.000 499
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From the above Table it is ascertained that the factors namely Spread of

Dishes presented ( F =11.092, P= 0.000), Quality of Food ( F=9.533 , P= 0.000),

Location of Restaurant ( F=2.047, P =.087), Quality of Service (F= 1.817,P = 0.124),

Clearness of Menu (F= 2.946, P=0.020), Waitresses’ Appearance (F=2.413 ,P =.048)

and pricing (F= 2.252 , P=.062).

The ANOVA table indicates that the spread of Dishes Presented ,Quality of

Food Clarity of the menu and waitresses’ Appearance differ significantly with respect

to the selection of the hotel in Chennai at 5% level. Hence the Null hypothesis is

rejected at 5% level of significance and the Alternative Hypothesis is accepted. So it

is clear that the restaurant service factors have significant influence on the selection of

the hotel in Chennai city among the three different levels of Hotel Industry.

As far as the factors related to Restaurant such as Location, Quality of service

in restaurant’s P values are more than the 5% level of significance. Hence the Null

Hypothesis is accepted and the Alternate hypothesis is rejected. So it is clear that the

Restaurant Service factors do not have significant influence on the selection of Hotel

in Chennai city among the three different levels of the Hotel Industry.

5.2.4 Hypothesis - 4

Ho: There is no significant influence of the other service factors on the

selection of the Hotel in Chennai city among the three different levels of

the Hotel Industry.

H1 : There is a significant influence of the other service factors on the selection

of hotel in Chennai city among the three different levels of the Hotel

Industry.
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To test the hypothesis one way Analysis of the variance is applied on the Ten

factors of Other service variables with respect to the selection of the Hotel in Chennai

to know the difference among the three levels of the Hotel Industry and the following

results are obtained.

The research hypothesis is to prove that, the following important variables are

statistically significant.

Table 5.12 Influence of the Other service factors on the Selection of Hotel

ANOVA

Sum of df Mean F Sig.

Squares Square

Between
18.703 4 4.676 4.888 .001
Groups
Internet facilities
Within Groups 473.545 495 .957
Total 492.248 499
Between
8.197 4 2.049 5.135 .000
Groups
Doctor on call
Within Groups 197.515 495 .399
Total 205.712 499
Between
5.717 4 1.429 4.241 .002
Groups
Power Back-up
Within Groups 166.801 495 .337
Total 172.518 499
Between
1.846 4 .461 .436 .050
Groups
Room service
Within Groups 524.432 495 1.059

Total 526.278 499

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Between
.000 4 .000
Telephone with STD Groups
and ISD facility Within Groups .000 495 .000
Total .000 499
Between
6.312 4 1.578 3.091 .016
Groups
Fitness Club
Within Groups 252.720 495 .511
Total 259.032 499
Between
3.970 4 .992 1.287 .0274
Groups
Swimming Pool
Within Groups 381.638 495 .771
Total 385.608 499
Between
3.538 4 .885 1.116 .000
Groups
Car Parking
Within Groups 392.494 495 .793
Total 396.032 499
Between
2.686 4 .671 .668 .000
Groups
Banking Facilities
Within Groups 497.314 495 1.005
Total 500.000 499
Between
10.960 4 2.740 2.794 .026
Groups
Laundry Service
Within Groups 485.512 495 .981
Total 496.472 499
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From the above Table it is ascertained that the factors namely Internet

Facilities (F=4.888, P= .001 ), Doctor on call (F= 5.135, P =0.000), Power Back –up

( F=4.241, P=.002), Room Service (F=0.436 ,P=.050), Telephone Facility ( P=.000),

Fitness Club ( F= 3.091, P=.016), Swimming Pool (F=1.287, P=.274), Car Parking

(F= 1.116, P=.000) Banking Facilities (F=.668 ,P=.000) and Laundry Service

(F=2.794, P=.026) .

The ANOVA table indicates that Internet facilities, Doctor on Call, Power

back - up, Room Service, Telephone Facility, Fitness Club, Swimming Pool, Car

Parking, Banking Facilities and Laundry Service differ significantly with respect to

the selection of hotel in Chennai at 5% level of significance. Hence the Null

Hypothesis is rejected at 5% level of significance and the Alternative Hypothesis is

accepted. So it is clear that the other service factors have significant influence on the

selection of the hotel in Chennai city among the three different levels of Hotel

Industry.

5.2.5 Hypothesis - 5

H0: The level of customer satisfaction among Five star, Middle level and Low

level Hotel does not differ significantly.

H1: The level of customer satisfaction among Five star, Middle level and Low

level Hotel differ significantly.

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Table 5.13 Type of Accommodation preferred by the Customers

Types of Hotel Observed N Expected N Residual

Five star hotel 137 100.0 37.0

Three/ Two star hotel 133 100.0 33.0
Non- star hotel 172 100.0 72.0
Guest house 45 100.0 -55.0
Middle hotel 13 100.0 -87.0
Total 500

Table 5.14 Test Statistics ( X2- Chi-square test)

Chi –square test Type of accommodation

you normally prefer
Chi-Square 182.360a
d.f 4
Asymp. Sig. .000

From the Table 5.14 the following values are ascertained that Chi-square

value is 182.360, df 4 and p-value is 0.000. The P value is less than 0.05 level of

significance. Hence the Null Hypothesis is rejected and Alternative Hypothesis is

accepted. So there is significance in customer’s selection of the hotel among Five

stars, Middle level and Low Level hotel.

5.2.6 Hypothesis - 6

H0: There is no significant gap between Expectation and Perception level of

customers by using SERVQUAL measures of Service Quality. (Selected

variables)
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H1: There is significant gap between Expectation and Perception level of

customers by using SERVQUAL measures of Service Quality. (Selected

variables)

5.2.6.1 Tangibility

The general opinion of the customers was elicited to find out the expectation

and perception level about the hotel. The variables are related to tangibility

dimension.

Table 5.15 Variable related to Tangibility dimension

Correlation Matrix

Tangibility

Variable Correlation Level of Expectation Level of Perception

value
Dress Clean Staff Staff Dress Cleanlin Staff Staff
Code liness servi appear Code ess of servic appearan
of ce ance Dress e ce
Dress
Dress Code r- value 1 B 1
e
Sig. (2-tailed)
t
N w
e
Cleanliness r- value 0.224 1 e 0.324 1
of Dress n 0.000
Sig. (2-tailed) 0.000
N 500 500
Staff Service r- value 0.989 0.204 1 0.0111 0.06 1
Sig. (2-tailed) 0.000 0.000 0.013 0.023
N 500 500 500 500
Staff r- value .199 0.990 0.18 1 0.0175 0.017 0.035 1
Appearance 9
Sig. (2-tailed) 0.000 0.000 0.000 0.037 0.043
0.00 0
N 500 5000 0 500 500
500
500
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All four variables have significant relations among customer satisfaction

connected with Dress Code, Cleanliness of Dress, Staff Service and Staff Appearance.

The Karl Pearson’s co-efficient of correlation is used to find out the level of overall

satisfaction of customers. Since sig. value is < 0.01 it is statistically significant at 5%

level. It was found that with respect of tangibility the highest contributor for overall

satisfaction between Expectation and Perception was “Dress code Vs Staff Service

and Cleanliness of Dress Vs Staff appearance” (0.989 and 0.990) and the least

contributor was found to be in expected level on cleanliness of dress and staff

appearance( 0.017).

Conclusion: All p- values are less than 0.05 and so it is concluded that the Null

Hypotheses is rejected and Alternative Hypotheses is accepted and the Hotel

management (Concern authority) will monitor the least correlation value.

5.2.6.2 Assurance

The general opinion of the customers was elicited to find out the expectation

and perception level about the hotel. The variables are related to assurance dimension.
 Table 5.16 Variable related to Assurance dimension
Correlation Matrix
Assurance

Variable Correlation Level of Expectation Level of Perception

value Knowledge Skill Communication Trustworthy Knowledge Skill Communication Trustworthy
Knowledge r- value 1 1
Sig. (2-tailed)
N
Skill r- value 0.224 1 -0.012 1
Sig. (2-tailed) 0.000 0.791
N 500 500
Between
Communication r- value 1.000 0.224 1 -0.211 0.032 1
Sig. (2-tailed) 0.000 0.000 0.000 0.477
N 500 500 500 500
Trustworthy r- value 0.224 0.224 0.224 1 .188 0.476 0.381 1
Sig. (2-tailed) 0.000 0.000 0.000 0.000 0.000 0.000
N 500 500 500 500 500 500
Ensure safety r- value 1.000 1.000 1.000 0.224 -.0367 -0.038 0.745 0.512
Sig. (2-tailed) 0.000 0.000 0.000 0.000 0.000 0.393 0.000 0.000
N 500 500 500 500 500 500 500 500

14
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The overall satisfaction could be ascertained from the service rendered by the

hotel through dimension of ‘Assurance’. The variables under ‘Assurance’ are

knowledge, skill, Communication, trustworthiness and safety. These five variables

have significant relations among “Level of Expectation Vs Level of Perception” of

customer satisfaction.

The Karl Pearson’s co-efficient of correlation is used to find out the level of

overall satisfaction of the customer.

Since sig value is <0.05 it is statistically significant at 5% level. It was found

that with respect to level expectation all variables are significant but if we compare

with level perception some of the variables are Non-significant like “Knowledge and

Skill”, (0.791), Skill and communication”, ( 0.477).

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5.3 PERCEPTUAL MAPPING ANALYSIS OF SWITCHING BEHAVIOUR

Diagram 5.1 Eculidean Distance Model

Two dimensional perceptual mapping analyses have been applied to measure

the customer’s satisfaction in overall aspects of products and services of the hotels.

They also help to determine the factors or variables which have more or less influence

over the switching behaviour of the customers from one hotel to another hotel or

which variable influence the customer to switch over from one hotel to another hotel.

The perceptual mapping analysis is taken for the factors such as Hygiene or

Cleanliness of the hotel, Quality of Service or Prompt Service, Cost, Location and

Ambience for analysis to determine which factors influence the customer more to

switch over from the existing hotel to another new hotel.

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All the above mentioned factors are analyzed and plotted in a Eluclidean

distance model. This Model clearly shows that the variables which influence the

switching behaviour of the customers more are circled in red colour; the factors which

have less influence on the switching behaviour of the customers are circled in green

colour.

The variables like Cost and Location lie on red colour circle to imply that the

customers are dissatisfied with the cost and location of the hotels and these are

important reasons for the customers switch over to another hotel.

As far as concerned the quality of service that lies on the green colour circle is

concerned, it implies that the customers are highly satisfied with the service of the

hotels. This factor influences the customers to retain in the existing hotel and make

them as loyal customers to the hotels.

The other variables like Hygiene or Cleanliness and Ambiance are of

moderate level and they too influence the switching behaviour of the customers.

Hence the hotel management takes necessary action to modify the areas which

cause dissatisfaction to the customers and take necessary steps to increase the

satisfaction level of the customers and also provide prompt service to maintain the

quality of service in all aspects.

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5.4 FACTORS ANALYSIS OF CUSTOMERS GENERAL OPINION

ABOUT THE HOTEL SERVICE AT CHENNAI

Factor Analysis was used for data collection; it is applied on several variables

to reduce them into predominant factors. It explained the variables on individual

factors respective variables loading in the form of correlation coefficient value.

5.4.1 Communalities

The extraction communalities are useful as these are obtained using the

extracted factors. Extraction communalities for a variable give the total amount of

variance in that variable, explained by all the factors. If a particular variable has more

communality, it means that the extracted factors are able to explain low variance in

that variable may be more concentrated. If a particular variable has low communality,

it means that the extracted factors are not able to explain much variance in that

variable. Such variable may be dropped from the analysis.

5.4.2 Factor Analysis – Reception

Reception is the fundamental work to upgrade the customer relationship with the

hotels. It is also useful to identify the prospective customer in regular manner. In this

study the Factor analysis is applied and the following results obtained.
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Table 5.17 Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared

Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
Staff friendliness 2.655 66.387 66.387 2.655 66.387 66.387
Staff appearance .818 20.442 86.829
Staff skills (Language
.345 8.629 95.458
skills)
Service quality
(Direction, .182 4.542 100.000
Information)

(Extraction Method: Principal Component Analysis.)

Interpretation:

The data analysis about Reception, factor analysis have been used out of four
variables “Staff Appearance” has more communality value (0.775) it means that the
extracted factors are able to explain low variance and in that variable is more effective
than the other variable and “Staff skills (Language skills)” variable has low
communality value (0.426), it means that the extracted factors are not able to explain
much variance in that variable. Such variables are therefore dropped from the
analysis.
Table 5.18 Communalities
Raw Rescaled
Variable Initial Extraction Initial Extraction
Staff friendliness 1.486 1.124 1.000 .756
Staff appearance 1.360 1.054 1.000 .775
Staff skills (Language skills) 1.056 .450 1.000 .426
Service quality ( Direction, 1.083 .733 1.000 .677
Information)

(Extraction Method: Principal Component Analysis)

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Diagram 5.2 Component Analysis