Name : Buddhisha Thamali JayasingheVIVA SESSION CODE : BM 25 (1)UWIC ID Number: : 20079341ICBT ID Number: :MT/CARDIFFMB/09/156

EFFECTIVENESS OF SERVICE MARKETING STRATEGIES & CUSTOMER SATISFACTION: a) A CASE STUDY OF HOTEL HAUS

BERLIN

Research Objectives To evaluate the effectiveness of marketing strategies of hotel Haus Berlin To measure the relationship between marketing strategies and customer

satisfaction To provide suggestions on improving the effectiveness of the above identified

strategies

Research Question

What extent the service marketing strategies are effectively practiced?

Literature Review

Concepts of Services and Service Marketing StrategiesSources: Kotler’s Principles of Marketing , Essentials of marketing 3rd edition of Jim Blythe, A Review of Marketing Mix: 4Ps or More, The Future of Service Marketing: Forecast from ten services experts. Journal of Service Marketing

Global Hospitality Industry and Its’ Service Qualityi. Trends of Global Hospitality industry

ii. Service Quality in Hospitality Industry

Sources: World Travel Market Reports & ITB World Travel Trends Report , Tourist Marketing Theory and Practice in Romania. [Online] , concepts of service quality measurement in hotel industry. ekon. misao praksa db

Customer satisfactionI. Factors affecting the customer satisfaction

II. Sustainable development and long term customer satisfaction

Conceptualization

Development of Hypothesis

H1. Higher the effectiveness of service process & quality, higher will be the customer satisfaction

H2 Higher the effectiveness of the people strategy, higher will be the customer satisfaction.

H3. Higher the effectiveness of promotion and pricing strategy, higher will be the customer satisfaction

H4. Higher the effectives of place and physical environment strategy, higher will be the customer satisfaction

Research Design

Population : Based on the number of foreign and local guests arrived to hotel Haus Berlin from the year 2012

Sample Selection: Among the above population, guests who are above 18 years of age and whom have stayed more two room nights were selected for the sample.

Sample Size : 88 guests Initially 100 number of guests were selected as the sample size and ‘88’ of them were finally selected for the final sample

Data collection method: Author developed questionnaire

Data AnalysisI. Analysis of Demographic factors

Click here for obtained data

Analysis of Identified Variables

Identified Variable

Mean response

Service quality & Process

4.17

People 3.24

Price 3.25

Place & physical environment

3.88

II. Analysis of Section ‘B’ Questionnaire Hypothesis Testing

Hypothesis Pearson Correlation Factor

H1. Higher the effectiveness of service process & quality, higher will be the customer satisfaction

0.188

H2 Higher the effectiveness of the people strategy, higher will be the customer satisfaction.

-0.058

H3.Higher the effectiveness of promotion and pricing strategy, higher will be the customer satisfaction

0.201

H4.Higher the effectives of place and physical environment strategy, higher will be the customer satisfaction

0.174

( Analysis was done using SPSS, version 23 )

Conclusions Evaluation of the demographic variables

Evaluation of relationship between service quality and process with customer satisfaction

Evaluation of relationship between people and customer satisfaction

Evaluation of relationship between price and promotion with customer satisfaction

Evaluation of relationship between place and physical environment with customer satisfaction

Recommendations Employee reformation and staff restructuring

Price Restructuring

Further Enhancement of Service Quality and Customer Satisfaction

Research Limitations

This study will only confined to the tourist arrivals of hotel Haus Berlin with in the mentioned time duration

It was found that there was a probability of not providing the accurate data by the responds as they were not benefited with filling the questionnaire

Management barriers and restrictions on providing accurate secondary data.

Suggestions For The Future Research It is suggested to conduct a research to find the effectiveness of external

factors on the customer satisfaction at hotel Haus Berlin.