Topic
Customer Satisfaction Attributes That AccorHotels’ Guests Value
Instructions
Write a data analysis report that provides the results to each of the four research questions. Moreover, you will make overall recommendations to the executive team of AccorHotels in Australia in terms of how the research findings can be used to inform management decisions focusing on the hotel attributes that are likely to help AccorHotels to maintain or improve its competitiveness against Airbnb.
Answer Preview
The study for guests of AccorHotels to improve the organization’s understanding of how their demographic characteristics influence their perceptions of various customer satisfaction attributes. The emergence of Airbnb, an online marketplace, has necessitated it to craft a new differentiation strategy. An online-based survey was distributed to 1,200 randomly selected guests who had stayed in its Australian hotels over the past 12 years and 431 full responses were received. Statistical analysis based on descriptive measures, ANOVA, and t-tests. The significant differences in the perceptions were observed on ages, travel purposes, and how they travel. The organization should focus on male, moderate to high-earning, and leisure travelers who travel without kids, and are aged between 20 and 59 years as they are the bulk of its target market. Guests between 20 and 49 years deem all the attributes as important. Some recommendations for the management include prioritization of online booking, pricing, and loyalty programs for leisure travelers, parking space for business travelers, and safety, price, parking, socially-responsible operations, and loyalty programs for guests visiting with children.
Word Count: 3,300