How to improve entertainment program in order increase customer satisfaction
Jacklin, Jonna (2017)
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705249918
https://urn.fi/URN:NBN:fi:amk-201705249918
Tiivistelmä
The objective of this Bachelor’s thesis is to improve the entertainment program in order to increase the customer satisfaction. The research is conducted in two hotels of Med Playa hotel chain in Benidorm, Spain. Hotel Flamingo Oasis and Hotel Rio Park are well-known for their entertainment programs, especially among Spanish and English tourists. The thesis is commissioned by Med Playa and conducted by an author working for the company. The research problem came from the commissioning party.
The thesis begins with a company introduction and justification of the study. After the introduction, the theory framework is introduced. It is based on experience economy, customer satisfaction, recreation and participation. The research methodology focuses on both quantitative survey and qualitative interviews, and how they were created based on the theory. After the methodology, the results are analysed and future improvements are suggested.
The key issue is to discover if the winter season customer group together with the current entertainment program function, and how the company can make some improvements. The aim of the thesis is to find out the current situation of the participation and satisfaction of the guests and offer solutions how to improve them.
The theory framework goes through elements of experience economy. Also, customer experience, customer satisfaction and recreation are explored to understand the situation in the hotels. The theory base helps to make future suggestions, too. Some figures, such as the experience realms, are introduced. The theoretical framework forms the base for the questionnaire.
This thesis is research oriented and it uses both quantitative and qualitative methods. This mixed method allows the author to approach the research problem from different perspectives. The quantitative survey was conducted in both hotels. The target group of the survey were the guests staying in the hotels in February 2017, when the research was conducted. The qualitative part of the research was made with a structured interview. The target group of the interview was the entertainment staff.
By researching both guests and employees of Hotel Flamingo Oasis and Hotel Rio Park, the different viewpoints were taken into a consideration. The results of the questionnaire supported the interview outcomes especially when comparing the guests’ responses with the management responses.
As a result, the night time entertainment was considered great, which showed that the day time program would be the one to focus on in the future. The outcome of the research helps Med Playa to develop their entertainment program, but further research is recommended to be able to compare the results between winter and summer season.
The thesis begins with a company introduction and justification of the study. After the introduction, the theory framework is introduced. It is based on experience economy, customer satisfaction, recreation and participation. The research methodology focuses on both quantitative survey and qualitative interviews, and how they were created based on the theory. After the methodology, the results are analysed and future improvements are suggested.
The key issue is to discover if the winter season customer group together with the current entertainment program function, and how the company can make some improvements. The aim of the thesis is to find out the current situation of the participation and satisfaction of the guests and offer solutions how to improve them.
The theory framework goes through elements of experience economy. Also, customer experience, customer satisfaction and recreation are explored to understand the situation in the hotels. The theory base helps to make future suggestions, too. Some figures, such as the experience realms, are introduced. The theoretical framework forms the base for the questionnaire.
This thesis is research oriented and it uses both quantitative and qualitative methods. This mixed method allows the author to approach the research problem from different perspectives. The quantitative survey was conducted in both hotels. The target group of the survey were the guests staying in the hotels in February 2017, when the research was conducted. The qualitative part of the research was made with a structured interview. The target group of the interview was the entertainment staff.
By researching both guests and employees of Hotel Flamingo Oasis and Hotel Rio Park, the different viewpoints were taken into a consideration. The results of the questionnaire supported the interview outcomes especially when comparing the guests’ responses with the management responses.
As a result, the night time entertainment was considered great, which showed that the day time program would be the one to focus on in the future. The outcome of the research helps Med Playa to develop their entertainment program, but further research is recommended to be able to compare the results between winter and summer season.