Samenvatting

This report shows the online customer journey of Hotel van Oranje. It finds that there are negative touch points with the younger generation and it is leading to customer dissatisfaction of the website.
Key recommendations are:
 A new responsive website for Hotel van Oranje
 Monitoring the touchpoints by means of monthly meeting.
 A strategy towards more direct bookings
Introduction
This report has been written by request of the University of Applied Science Leiden and Hotel van Oranje. This report examines the decisive online touch points in the online customer journey of Hotel van Oranje, how to stimulate direct bookings and makes recommendations how to optimize its online customer satisfaction.
Research
During the research phase, multiple sub-questions were answered through desk research, field research and a focus group. The online survey is based on a valid questionnaire of the E-S-QUAL model and was conducted through the online survey platform Parantion. The collected data was analysed with the SPSS Statistics program, a software package used for statistical analysis.
Findings
Research shows that there is a significant difference between the age categories young and old.
The orientation process significantly differs of young and old. The younger generation is using mobile devices in their orientation a lot more than their older counterparts. The young generation is less satisfied with the online customer journey and the current Hotel van Oranje website than the older generation.
On the technical side the current old Hotel van Oranje website offers no opportunities to optimize the usability. There are no significant differences found between gender.
Full details of the findings are provided in Appendix 5.
Conclusion
Decisive touch points are found in the orientation process, efficiency and system availability of the Hotel van Oranje website. Mobile engagement is a big trend in and needs to be implemented to meet the online quality expectations of Hotel van Oranje. Mobile engagement leads to a bigger conversion potential and a higher Google indexation.
Recommendations
A new responsive website is recommended to optimize the future customer experience and continue the luxury image Hotel van Oranje already has. A special webpage is developed and offline publicity material needs to be created to stimulate direct bookings and to show potential customers the benefits of direct booking. Communication is important to monitor online touch points that is why a monthly meeting is recommended. The monthly meeting combines the experiences of different departments, which leads to a better online customer journey.
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