Samenvatting

This report provides a conducted research on different attributes of the Leisure guest segment of the Hampshire Hotel Fitland in Leiden. The expectations and performances are measured in terms of 29 different attributes by a questionnaire, based on the customer satisfaction model of Akbaba . Furthermore, the data of the completed questionnaires is analysed in in order to find negative and positive developments between expectations and performances of the Leisure guests. Furthermore, this report evaluates different scientific models, which are consistent with the definition of customer satisfaction. The actual purpose of this report is to analyse and optimize the expectations and performances of the Hampshire Hotel Fitland and fulfil the wishes and needs of the potential Leisure guests.

Research
For this report, the researcher conducted desk-and quantitative research. The quantitative data is analysed with the statistical package for social sciences in order to get a clear view on the expectations-and performances attributes.

Findings
First of all, a majority of the respondents was female and the majority of the respondents was between 31-50 years old. The reliability test showed that there was a lack of internal consistency between the attributes. After removing three different attributes, the internal consistency was high enough to continue the analytical research. The attributes which were related to internal and external signage of the location of the Hampshire Hotel, showed the worst development of all attributes.

Conclusions
The first conclusion is that the only positive development of all the dimensions was the ‘tangible’ dimension. The strongest negatively related dimension was ‘convenience’. The dimension of ‘tangible’ was relatively strong correlated with the overall satisfaction level of the respondents, while the dimension of ‘convenience’ was relatively strong correlated with the customer loyalty. Furthermore, the expectations have a negative influence on the overall satisfaction of the customers. As last, the total performances are strongly related with the overall satisfaction, and relatively weak with the attribute of the Leisure guests visiting the hotel again.

Recommendations
Different recommendations were made after this report for Hampshire Hotel Fitland. Briefly, the company could definitely follow the instructions for improving the internal and external signage of the location. Furthermore, Hampshire Hotel Fitland could improve their internal communication in order to be more reliable towards their customers. As last, I strongly recommend to continue with quantitative and qualitative research in order to measure the customer’s wants and needs.