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Archives of Business Research – Vol. 10, No. 5
Publication Date: May 25, 2022
DOI:10.14738/abr.105.11889. Islam, R., & Prapty, S. L. (2022). What Are the Factors That are Preferred by the Visitors in Khulna Region When They Getting Service from the Hotel
Industry? Archives of Business Research, 10(05). 176-181.
Services for Science and Education – United Kingdom
What Are the Factors That are Preferred by the Visitors in Khulna
Region When They Getting Service from the Hotel Industry?
Md. Rafiul Islam
Lecturer, Northern University of Business and Technology Khulna
Shahana Lokman Prapty
Research Student
Northern University of Business and Technology Khulna
ABSTRACT
The paper is done to identify the factors that are acceptable by the customer in hotel
industry of Khulna. Khulna is a central point for tourism and business hub for the
southern part of Bangladesh. For the construction of Padma bridge the need of also,
increased in this area of Bangladesh. The hotel industry has to work on their ways
to get the customer satisfaction. There are many hotels in Khulna that play a special
role in the hospitality & tourism industry. The objective of the study is to identify
the preferred factors of visitors, to identify the factors that they are not happy
actually and to give some suggestions based on the findings that will help the hotel
industry to gain the best output from the visitors of Khulna. To satisfy the aim of this
report data are collected from fifty four visitors through the questionnaire and
analyzed it by using some statistical tools. In this research some factors are found
that are preferred by the visitors; hotel staffs are friendly, hotel response is good on
request, hotel are clean upon arrival, hotel’s restaurant food quality is good ect.
Some negative factors are identified in this research also; recreation facilities are
not up to the mark and hotel’s room was not well equipped. The recommendations
in that case are to improve the recreational facilities and try to make the room well
equipped that will help to get the maximum attractions.
Key words: hotel industry, preferred factors, friendly behavior, good quality, highly
preferred.
INTRODUCTION
With the latest technological advancements, the hospitality business is booming globally today.
In addition, spending patterns in the areas of lifestyle and leisure time have altered
dramatically. To stay up with the ever-changing demand and capture the newest market
segment while maintaining dynamism and variety, the novel idea is displacing the old and
evolving daily. Bangladesh's hotel business is fast increasing. Back in the 1980s, Bangladesh
had only two international class hotels: the Hotel Sheraton and the Sonargaon. Today,
Bangladesh's hospitality business boasts more than six multinational hotel brands that have
continually dominated the local hospitality sector, with exceptional performance and
productivity. More worldwide brand hotels are expected to develop in the Hospitality business
over the next 10 years (siteminder,2020). These hotels are projected to do well because
demand is expanding at a rapid pace. According to a study of World Travel and Tourism Council
(WTTC), direct employment support by travel and tourism is forecast to rise by 2.9 per cent per
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Islam, R., & Prapty, S. L. (2022). What Are the Factors That are Preferred by the Visitors in Khulna Region When They Getting Service from the Hotel
Industry? Archives of Business Research, 10(05). 176-181.
URL: http://dx.doi.org/10.14738/abr.105.11889
annum to 1,785,000 jobs or 1.9 per cent of total employment in 2023. This includes
employment by hotels, travel agents, airlines and other passenger transportation services
(excluding commuter services)(risingbd;2020). So if the hotel industry can ensure the
maximum satisfaction from the visitors it will increase the economy of the country. And for
gaining this it is important to identify the factors preferred by the visitors.
LITERATURE REVIEW
The concept of customer satisfaction occupies a central position in business thought and
practice. The task of providing and maintaining customer satisfaction isone of the most
important challenges currently facing business leaders, academics and policy makers (Band,
1978; Bitner, 1990; Oliver & DeSarbo, 1988;Parasuraman, et al, 1988). This concept, however,
is relatively recent. During the1970s American firms, for a variety of reasons, did not recognize
customer satisfaction as a problem. Leading market research actually supported the notion that
the United States was, "succeeding reasonably well in providing acceptable levels of satisfaction
to the buying public," and that, "consumers find enjoyment and satisfaction in their buying
experiences ... considerably more often than they find difficulty and discontent" (Westbrook, et
al., 1978).
As a result, the U.S. population's strong demand for service and product consumption in the last
20 years has been met primarily by technical product innovations rather than by service
improvements or other quality considerations (Barsky, 1990). There is, however, strong
evidence of a growing concern and awareness of customer satisfaction. It has become a critical
issue for many American industries fighting to remain competitive. For example, the U.S.
Department of Commerce's Malcolm Baldridge National Quality Award now places more
weight on applicants' abilities to manage and develop customer relations (Fortune,Aug. 13, '90,
p.71).The amount of research on and public attention to the issue of customer satisfaction has
grown significantly since the early 1970s. The early 1970s market the emergence of customer
satisfaction as a legitimate field of inquiry. Two studies during this period established the
foundation for subsequent research and experimental application (Anderson, 1973; Olshavsky
& Miller, 1972).The two theories that have best explained customer satisfaction are both widely
accepted theories of consumer behavior. The disconfirmation paradigm and the expectancy- value concept have each (separately) been closely linked to determining customer satisfaction.
This study will draw components from each of these approaches to develop a model of
customer satisfaction for the hotel industry. It is important to emphasize that neither of these
theories addresses the relationship between customer satisfaction and actual purchase
behavior. These issues are considered later in this article.
METHODOLOGY AND OBJECTIVES
The main objective is to identify the customer satisfaction level of the Hotel Royal International.
Also, there are some specific objectives which are: to identify the factors the factors that are
acceptable by the customer in hotel industry of Khulna, to identify the level of their preference,
to identify some factors that are not preferred by the visitors and to give some
recommendations based on the findings. Acquiring primary data by conducting a survey of fifty- four visitors. The questionnaire is included as an appendix in the report. The survey assisted in
both obtaining information and explaining the level of satisfaction among hotel visitors. The
questionnaire is based on Likert scale and asked them to give their answer according to the
points of Likert scale that is set for the questions. Data Processing and Analyzing: The
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Archives of Business Research (ABR) Vol. 10, Issue 5, May-2022
Services for Science and Education – United Kingdom
conventional weighted average and tabulation form were employed to analyze the quantitative
data. Five-point Likert scales have also been used. 1=Strongly Disagree; 2= Disagree; 3=Neutral;
4=Agree; 5=Strongly Agree. Date is calculated based on following method: Standard weighted
average = (Strongly Disagree+ Disagree+ Neutral+ Agree+ Strongly Agree)/Number of Point;
(1+2+3+4+5)/5=3. Form the value of standard weighted average we can find 3 is the standard
level. Value of standard weighted average >3 is satisfactory level Value of standard weighted
average.
ANALYSIS AND FINDINGS
The process of examining data using analytical and logical reasoning to investigate each
component of the data presented is known as data analysis. The investigation of data allows the
researcher to organize the information gathered. In order to review and evaluate the findings
during the research discoveries, and to come up with some valid, reasonable, and feasible
solutions. The research will be descriptive in nature and presenting and analyzing data based
on empirical statistics. The research is based on a weighted average, and the sample size is 54
people.
Sl.
No. Particulars (5)
*
(4)* (3)* (2)
*
(1)
*
Obtained
Score
erage
WeightedAv
01 The hotel staff is friendly 9 29 15 0 1 207 3.83
02 The hotel staff is polite to you 9 34 11 0 0 214 3.96
03 The professionalism of the hotel staff is good 9 32 11 2 0 210 3.89
04 The responses are quick upon request 8 34 12 0 0 212 3.93
05 The room is clean upon arrival 9 38 7 0 0 218 4.04
06 The service of housekeeping is good 9 36 9 0 0 216 4.00
07 The room is well equipped according to your payment 8 10 6 29 0 157 2.91
08 Throughout your stay the concierge is good 7 36 7 2 2 206 3.82
09 The food quality of this hotel’s restaurant is good 9 28 11 5 0 200 3.7
10 The front office behavior during your stay is good 8 34 9 1 2 207 3.83
11 You are satisfied with charge in comparison to the
service
8 36 7 2 1 210 3.89
12 The environment of the restaurant is nice 8 30 11 2 1 198 3.81
13 The check in procedure is efficient 12 31 11 0 0 217 4.02
14 The check-out procedure is efficient 11 31 11 1 0 214 3.96
15 The recreation facilities are up to the mark 7 10 10 23 4 155 2.87
Source: Field study
*(Strongly Disagree (1), disagree (2) Neutral (3), Strongly agree (4), Agree(5)
The sl. no. 1 shows that among 54 customers 9 strongly agree, 29 agree, 14 neutral, 0 disagree
and only one strongly disagree with the statement. The weighted average scored obtained by
the guests is 3.815 that is above of standard level 3. So, it can be said that the hotel staffs are
friendly. The sl. no. 2 shows that among 54 customers 9 strongly agree, 34 agree, 11 neutral, 0
disagree and 0 strongly disagree with the statement. The weighted average scored obtained by
the guests is 3.963 that is above of standard level 3. So, it can be said that the hotel staffs are