mr project report_customer satisfaction

8/11/2019 MR Project Report_CUSTOMER SATISFACTION

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Marketing Research Section 1 Group 5

Market Research

How satisfied are tourists at Mahabalipuram

Term 3

Conducted by Group 5, Section 1

Harsh Bhatnagar (151009)

Priyanka Manoj Kumar (151012)

Samer Akhter (151023)

Sreeram Kmoorthy (151033)

Mayank Modh (151057)

Anoop Krishnakumar (151077)Kushal Kislay (151093)

Diksha Mehta (151097)


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Contents

Introduction: ..................................................................................................................................................................... 3

Literature Review .............................................................................................................................................................. 3

Qualitative Research ......................................................................................................................................................... 4

Findings from Qualitative Research .................................................................................................................................. 4

Hypothesis ......................................................................................................................................................................... 5

Questionnaire ................................................................................................................................................................... 5

Methodology and Results:.............................................................................................................................................. 10


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Introduction:

The main objective of the research is to find the satisfaction level of tourists at Mahabalipuram. The research work

aims to bring out bring out key drivers or services that affect the tourists experience at Mahabalipuram. Calculating

the tourist satisfaction score is a key research area in the field of tourism. Identifying such factors is crucial in

managing the sustainability and development of tourism products and services.

Mahabalipuram, also known as Mamallapuram, is a small town in Kancheepuram district in Tamil Nadu. Located

around 60 km south from the city of Chennai, Mahabalipuram has been classified as a UNESCO World Heritage Site.

Ancient Indian traders who went to countries of South East Asia sailed from the seaport of Mahabalipuram. By the

7th century, Mahabalipuram was a port city of South Indian dynasty of the Pallava dynasty. It is famous for the rock

carvings along the Coromandel coast, temples or Rathas in the form of chariots, cave sanctuaries or Mandapas, and

the Shore Temple which houses thousands of sculptures of Lord Shiva.

We started our project by going through some articles in this area of research. For this literature review, we

handpicked related articles from EBSCO and Google Scholar. After the first round of Literature review, we conducted

a set of in-depth interviews of some national and international tourists to identify a few key factors or services that

tourists find important. Information on specific and general satisfaction level regarding each item and socio-

demographic profiles of tourists were also collected.

The collected data was then grouped and analysed by Multiple Linear Regression in SPSS tool.

Literature Review

Tourist satisfaction is a vital field of study in tourism [1]. Satisfaction is defined as a psychological concept that is

associated with the feeling of being happy as a result of accomplished requirements from an activity. Product or

services certainly meet or exceed the expectations as a result of satisfaction [1, 2]. It is certainly essential to identify

the factors that influence the tourist satisfaction in order to manage the sustainability and development of tourism

products and services [1]. It has been reported that the tourist satisfaction has an imperative impression on future

selection of tourist destination. [1, 3, 4]. It has also been proved that satisfaction and number of previous visits

strongly influences the tourists intention to revisit the destination. Satisfaction is also defined as post purchase

evaluation and a function of pre-travel expectation and post-travel experience. Various factors or drivers which have

an impact on the tourist satisfaction include destination image, product diversity, safety level, infrastructure,

support, services, cleanliness, culture, natural attractions, history and points of interest, among others [1, 6].

Mahabalipuram is one of the famous tourist spots in Tamil Nadu.Studies on Tamil Nadu suggest that it is one the

most captivating tourist destinations of India and is known for its rich cultural heritage. [7, 8, 9] The tourism has

flourished in this region due to its ancient heritage. One of the unique characteristics of people is their friendly

behaviour towards the tourists and as a result the tourist places of the state usually remain overcrowded [7]. Several

factors have been stated to the responsible for Tamil Nadu being one of the favourite destinations of tourists.

Ancient temples, coastal beaches (including the one at Mahabalipuram), fascinating beautiful falls, heritage places,

monuments, ethnic groups, rituals, art and culture are some of the reasons which attract the travellers from all over

the world. The state certainly has a great potential for tourism development. [10, 11].

In the current project, we have attempted to determine how satisfied tourists at Mahabalipuram are and identifythe key drivers/factors that influence the tourist satisfaction.


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Qualitative Research

For the qualitative research phase of our marketing research project we used In-depth interviewing technique. In-

Depth interview is a qualitative technique used in market research that involves conducting intense interviews.

These individual interviews are conducted with a small number of respondents to understand their perspectives on

an idea or a program, or a situation. We also used this to identify some key variables which tourists think are

important to derive satisfaction from their trip.

The prime reason for using in depth interview was to get a detailed information about tourists.

We used In-depth interviews as the qualitative research technique as they are useful when you want detailed

information about a persons thoughts and behaviours or want to explore new issues in depth. Using other

techniques such as focused group study would be expensive and time consuming. Focus group, due to nature of the

target crowdtourists, was not a feasible solution in our case, as it would be very difficult to ask tourists to give

their opinion in a group. Moreover, in-depth interview was used instead of focus groups because the potential

participants may not be included or comfortable talking openly in a group, or because we wanted to distinguish

individual (as opposed to group) opinions about the program or subject.

The primary advantage of in-depth interviews is that they provide much more detailed information than what is

available through other data collection methods, such as surveys. They also may provide a more relaxed atmosphere

in which to collect informationpeople may feel more comfortable having a conversation with you about their

program as opposed to filling out a survey. However, there are a few limitations and pitfalls such as prone to bias,

can be time-intensive and that the interviewer must be appropriately trained in interviewing techniques, and not

generalizable.

Findings from Qualitative Research

After conducting in-depth interview, we came to know that various factors contribute to the overall satisfaction of

tourists at Mahabalipuram. Out of the qualitative research, we identify the following variables as contributor to the

satisfaction level

Identified IVs are as follows:-

Hospitality

Food

Accommodation

Hygiene and cleanliness of place

Scenic beauty and peace

Tradition and culture

Amenities

Safety


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Hypothesis Creation

Hypothesis is formulated to find an answer to the primary question of our project- Are tourists satisfied at

Mahabalipuram?

1. Null Hypothesis: Tourists are not satisfied with hospitality at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with hospitality at Mahabalipuram

2. Null Hypothesis: Tourists are not satisfied with food at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with food at Mahabalipuram

3. Null Hypothesis: Tourists are not satisfied with accommodation at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with accommodation at Mahabalipuram

4. Null Hypothesis: Tourists are not satisfied with hygiene and cleanliness at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with hygiene and cleanliness at Mahabalipuram

5. Null Hypothesis: Tourists are not satisfied with scenic beauty and peace at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with scenic beauty and peace at Mahabalipuram

6. Null Hypothesis: Tourists are not satisfied with tradition and culture at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with tradition and culture at Mahabalipuram

7. Null Hypothesis: Tourists are not satisfied with amenities at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with amenities at Mahabalipuram

8.

Null Hypothesis: Tourists are not satisfied with safety at Mahabalipuram

Alternate Hypothesis: Tourists are satisfied with safety at Mahabalipuram

Questionnaire

Method used for Quantitative Analysis Survey

NOTE Order of the questionnaire was changed during survey to remove bias if any

Identified Independent variables are as follows:-

1. Hospitality

2.

Food

3. Accommodation

4.

Hygiene and cleanliness of place

5.

Scenic beauty and peace

6. Tradition and culture

7. Amenities

8.

Safety


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Dependent variable is satisfaction level of tourists

How satisfied are tourists at Mahabalipuram

1.

How often do you go out on holidaysNever

Seldom / rarely

Sometimes

Often

Usually

2.

I am satisfied as a tourist in Mahabalipuram

Strongly Disagree

Disagree

Neither Agree nor DisagreeAgree

Strongly Agree

3.

I will revisit Mahabalipuram in future

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

4.

I will recommend my friend and relatives to visit Mahabalipuram

Strongly Disagree

Disagree


Agree

Strongly Agree

5.

I am very happy with the hospitality of locals here

Strongly Disagree

DisagreeNeither Agree nor Disagree

Agree

Strongly Agree

6. It is convenient for me as a tourist to communicate with locals

Strongly Disagree

Disagree


AgreeStrongly Agree


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7. The place of vacation is clean and hygienic

Strongly Disagree

Disagree


Agree

Strongly Agree

8. How would you rate the quality of beaches in Mahabalipuram

Very bad

Bad

Good

Very good

Excellent

9.

The hotels in Mahabalipuram are rightly priced

Strongly Disagree

DisagreeNeither Agree nor Disagree

Agree

Strongly Agree

10.

The service and quality of hotels in Mahabalipuram

Very bad

Bad

Good

Very good

Excellent

11.How would you rate the quality of beaches in Mahabalipuram

Very bad

Bad

Good

Very good

Excellent

12.

How would you rate the place for mental peace and relaxation

Very bad

Bad

Good

Very good

Excellent

13.How do you rate the scenic beauty and closeness to nature at Mahabalipuram

Very bad

Bad

Good

Very good

Excellent


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14.

The restaurants serve hot and fresh food

Strongly Disagree

Disagree

Neither agree, nor disagree

Agree

Strongly Agree

15.The menu offer an excellent selection of items

Strongly Disagree

Disagree


Agree

Strongly Agree

16.The quality of food served in restaurants in Mahabalipuram is excellent

Strongly Disagree

DisagreeNeither agree, nor disagree

Agree

Strongly Agree

17.Restaurants in Mahabalipuram are easily available

Strongly Disagree

Disagree


Agree

Strongly Agree

18.Rate the quality of security at Mahabalipuram

Poor

Fair

Good

Very good

Excellent

19.How would you rate access to medical help in Mahabalipuram

Poor

Fair

Good

Very good

Excellent

20.

How would you rate access to ATM machines in Mahabalipuram

Poor

Fair

Good

Very good

Excellent

21.

How would you rate access to phone and internet connectivity Mahabalipuram


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Poor

Fair

Good

Very good

Excellent

22.

Do you agree that history and culture of Mahabalipuram attracts tourists from all over the world?

Strongly disagree

Disagree


Agree

Strongly agree

23.

How do you find the architecture of the temples at Mahabalipuram?

Poor

Fair

Good

Very good

Excellent

24.

Please select your gender

Male

Female

25.

What is your marital status

Single

Married

Divorced / Widowed

26.

Education

High School

Senior secondary

Graduate

Post Graduate

Doctorate

27.What is your nationality:

28.What is your occupation

StudentSelf employed

Service

Retired

Others


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Methodology and Results:

1. Data Cleansing:- Respondents were quite indifferent towards the Safety construct and many of them opted

not to respond for the same. Responses for safety by tourists was quite unsatisfactory in context of our

research work as most of them didnt register their opinion inthe survey. Hence, to have a good data set

which will lead us to a reliable conclusion, we decided it is suitable to drop the Safety variable.Since the

respondents didnt give response for safety constructs, we eliminated this variable as part of data cleansing

process.

2. Reliability Statistics:- CronbachsAlpha was calculated for each independent variable with the help of SPSS.

Results are demonstrated below:

Hospitality 0.705

Food 0.766

Accommodation 0.611

Hygiene and cleanliness of place 0.634

Scenic Beauty and Peace 0.653

Tradition and culture 0.757

Amenities 0.670

The above table indicates that each independent variable has high consistency among its constructs which

augurs well for the research and analysis.

3. Mean of different parameters: Below table consists of the Mean scores for Dependent and Independent

variables received from the survey.

Average DV - IV Scores

Parameter Average Score

DV 4.12162

Hospitality 3.757

Food 3.851

Accommodation 2.932

Hygiene 3.203

Scenic Beauty 3.108

Culture 4

Amenities 2.8918

4. Correlation matrixesobtained from SPSS gave us an insight about the inter-relationships between the

independent variables.

High degree of correlation was observed between Food, Scenic Beauty and Peace, Tradition and

culture and amenities

High degree of correlation was also observed between Accommodation and Hygiene and cleanliness

of the place


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5. Data reduction techniqueswere applied due to high correlations and thus Factor Analysis was performed

where highly correlated independent variables were categorised into factors by SPSS. Thus, we obtained

three different factors:

Analysis:-

Three factors have Eigen values greater than 1 this is clear from the scree plot below and they

contribute to 30, 16 and 15 of the variances, i.e., variance in these 3 factors explain 62 % of cumulative

variance in our y variable, which is satisfaction of tourists.

The loadings of some constructs are not completely significant in just one factor. For example,

Hospitality has medium loading in factor 2 and high loading in factor 3

Similar observation was seen for hygiene and culture.

Therefore, we used varimax rotation so as to ensure high loadings for any construct are present only in

1 factor and 1 construct has very low loading in other 2 factors.

Extraction method used: Prinicipal Component Analysis

Rotation method used: Varimax with Kaiser normalization


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Post rotation, as we can see, one construct has high loading in only 1 factor and very low loading in other 2

factors. Thus, SPSS has split the variables into 3 factors that can be grouped together and given 1 name.

Post rotation, the 3 factors that were provided by SPSS (measured based on loading of a construct under 1

factor). The factors and the constructs that can be grouped are:-

Factor 1: Food, Scenic beauty, culture and amenities

Factor 2: Accommodation and Hygiene/Cleanliness Factor 3: Hospitality


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6.

Regression Analysis: After factor analysis, we conducted regression on the newly derived factors. The firststep in the regression analysis is the ANOVA table. In the below screenshot, we can see that the result of the

regression has high significance(0.000). Since the results in Anova have high significance, we can go ahead

with our analysis of the report.

The Model Summary table shows that the adjusted R Square value for our data is .191 and the Standard Error is .602.

From the R square value, we can say that 22.4 % variation in tourist satisfaction (dependent variable) can be

explained because of variation in the independent variables. Adjusted R square is .191. There is a slight difference

between R square and Adjusted R square which means that some of the factors were insignificant.


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Significance Analysis:-

Food_scenic_culture_amenities and Hospitality have a significance level of 0.001 and 0.01 respectively and

acco_hygience has a significance of .447. From the results we conclude that food_scenic_culture_amenities and

hospitality are significant and acco_hygience are not significant factors.

The Beta coefficients respectively for food_scenic_culture_amenities and hospitality are .373 and .280. The beta

coefficients are positive which means these factors and dependent variable-satisfaction are positively related. Beta

co efficient explains the standard deviation and based on it, we can say that food_scenic_culture_amenities have ahigher impact than hygiene. For 1 standard deviation increase in food_scenic_culture_amenities, satisfaction

standard deviation will increase by .373 times, and .280 times for hospitality.

Thus we can say that two of the three factors are significant in explaining our DV. These two factors are

food_scenic_culture_amenities and hospitality.

The slopes are .250, -.054 and .187 and the y intercept is 4.135. Based on the unstandardized coefficient, we can

frame the equation between dependent variable and independent variable as:-

Satisfaction = .250* food_scenic_culture_amenities + (-.054)* acco_hygience + .187*hospitality + 4.135

Conclusion

Based on the results generate factor analysis, Anowa and regression, we conclude that

1. Hypothesis 3 and 4 are accepted. Thus,

Tourists are not satisfied with accommodation, hygiene and cleanliness at Mahabalipuram

2. Hypothesis 1,2,5,6 and 7 are rejected. Thus,

Tourists are satisfied with hospitality, food, scenic beauty, tradition and culture and amenities.

With the analysis of the regression tables, we can conclude that Food, Scenic beauty, Culture, Amenities, and

Hospitality of the locals (Independent Variables) are key determinants or factors that contribute towards Tourist

Satisfaction in Mahabalipuram (Dependent Variables). Although, it seems from the research that the tourists werenot satisfied with accommodation, hygiene and cleanliness at Mahabalipuram. But if we see the results there is high

satisfaction level shown by tourists in Mahabalipuram.

Though our survey shows accommodation, hygiene and cleanliness were not significant in our research, but it needs

to be probed further as it could be a possibility that we might have missed some crucial aspects towards driving

satisfaction level of tourists.


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References

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5-11

2.

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3.

Kozak, M., 2000. Comparative assessment of tourist satisfaction with destinations across two nationalities.

Tourism Management 22(4): 391-401

4.

Patricia, Joao Albino S, Julio Mendes & Manuela Guerreiro, 2006. Tourist Satisfaction and destination Loyalty

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Management, 1(1): 25-44

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