12_chapter 4

CHAPTER –IV
MARKETING MIX OF SERVICES OFFERED BY HOTEL OWNERS
INTRODUCTION
Here the researcher analyses the various services’ marketing mix
provided by the hotel owners to their customers and the various services availed
by the customers from the hotels. Majority of the hotels taken to the study are
boarding and lodging hotels which provide catering and restaurant facilities, first
aid facility etc. Only star hotels provide gym facilities, beauty parlour facilities,
cultural shows etc. The hotel owners use various advertising media, sales
promotion tools and discount facilities to attract their customers.
SERVICES MARKETING MIX
121
Marketing professionals and specialists use many tactics to attract and
retain their customers. These activities comprise of different concepts, the most
important one being the marketing mix. There are two concepts for marketing mix:
4P and 8P. The concept of 4Ps has been long used for the product industry while
the latter has emerged as a successful proposition for the services industry.
8 P’S OF MARKETING MIX
PRODUCT
Product must provide value to a customer but does not have to be tangible
at the same time. Basically, it involves introducing new products or improving the
existing products.
PRICE
Pricing must be competitive and must entail profit. The pricing strategy can
comprise of discounts, offers and the like.
PLACE
122
Place refers to the place where the customers can buy the product and
how the product reaches out to that place. This is done through different channels,
like Internet, wholesalers and retailers.
PROMOTION
Promotion includes the various ways of communicating to the customers
of what the company has to offer. It is about communicating about the benefits of
using a particular product or service rather than just talking about its features.
PEOPLE
People refer to the customers, employees, management and everybody
else involved in it. It is essential for everyone to realize that the reputation of the
brand that you are involved with is in the people's hands.
PROCESS
Process refers to the methods and process of providing a service and is
hence essential to have a thorough knowledge on whether the services are helpful
to the customers, if they are provided in time.
PHYSICAL EVIDENCE
123
Physical evidence refers to the experience of using a product or service.
When a service goes out to the customer, it is essential that the organization helps
the customers what he has to buy or not. For example- brochures, pamphlets etc
serve this purpose.
PERCEPTION
Perception is the manner in which a person understands someone or
something. It is a cognitive or knowing process. Perception is an important mediating
cognitive process through which persons make interpretations of the stimulus or
situation they are faced with.
Figure 4.1
8 P’S OF MARKETING MIX
124
Product
Perception
Physical
Evidence
Price
8P’s in
Marketing
Mix
Place
Promotion
Process
People
CATERING AND RESTAURANT SERVICES
In hotel industries catering and restaurant services is one of the important
things, because the hotel industries’ main aim is to provide hospitality services to its
125
customers. Only boarding and lodging hotels provide catering and restaurant
services to their customers.
TABLE- 4.1
CATERING AND RESTAURANT SERVICES
S.No.
Particulars
No. of
hotels
Percenta
ge
1.
Boarding & Lodging
18
72
2.
Lodging only
7
28
25
100
Total
Source: Primary data
Table 4.1 shows the detail regarding catering and restaurant services
offered by the hotels. 72% of the hotels offer catering and restaurant services and
28% of the hotels offer lodging services only.
Thus, 72% of the hotels offer catering and restaurant services along with
lodging services. This facility is very useful to the customers to satisfy their
immediate needs.
CULTURAL SHOWS
126
In resort hotels and star hotels cultural shows are arranged to entertain
the customers.
This will increase the goodwill and hospitality services of the
customers.
TABLE- 4.2
PROVISION OF CULTURAL SHOWS
S.No.
Particulars
No. of hotels
Percentage
1.
Cultural shows provided
9
36
2.
Cultural shows not provided
16
64
25
100
Total
Source: Primary data
Table 4.2 shows information about the cultural shows provided by the
hotels. 64% of the hotels do not provide cultural shows and only 36% of the hotels
provide cultural shows. It is clearly shown that only resort and star hotels provide
cultural show facility to their guests.
Thus, 64% of the hotels do not provide cultural shows to their guests. This
facility is provided by star hotels only.
BEAUTY PARLOURS
127
Most of the star hotels and resorts have beauty parlours. It is one of the
service mixes to attract the customers. Regular customers and rich customers are
regularly using these beauty parlour facilities.
Table- 4.3
PROVISION OF BEAUTY PARLOURS
S.No.
Particulars
No. of hotels
Percentage
1.
Provision of beauty parlours
5
20
2.
No provision of beauty
parlours
20
80
25
100
Total
Source: Primary data
Table 4.3 provides information about the beauty parlour facilities offered
by the hotels. 80% of the hotels do not provide beauty parlor facilities and only
20% of the hotels provide beauty parlour facilities. It is clearly shown only resort
and star hotels provide beauty parlor facility to their guests.
Thus, 80% of the hotels not provide beauty parlor facility to their guests.
Only large size hotels provide this facility to their customers.
128
GYM FACILITY
Gym facility is helpful for the customers to shape their body. The long standing
customers, who used to stay regularly for a longer period of time, use this gym
facility. It will also increase the demand for the hotels.
Table-4.4
GYM FACILITY
S.No.
Particulars
No. of hotels
Percentage
1.
Provision of gyms
6
24
2.
No provision of gyms
19
76
25
100
Total
Source: Primary data
Table 4.4 provides the details about the gym facilities offered by the hotels.
76% of the hotels do not provide gym facilities and only 24% of the hotels provide
gym facilities to their guests. It is clearly shown that only resort and star hotels
provide gym facility to their guests.
Thus, 76% of the hotels do not provide gym facility to their guests. This
facility is provided only in star hotels.
TELEPHONE FACILITY
129
For communicating information from one person to another person the
telephone facility is provided by the hotels for their customers. Nowadays even
internet facility is also provided to hotel rooms.
Table-4.5
TELEPHONE FACILITY
S.No.
Particulars
No. of hotels
Percentage
1.
Facility available
24
96
2.
Not available
1
4
25
100
Total
Source: Primary data
Table 4.5 shows information about the telephone facilities provided by the
hotels. 96% of the hotels provide telephone facilities to their guests and only 4% of
the hotels do not provide telephone facilities. It is clearly shown that majority of the
hotels provide telephone facilities to their guests.
Thus, 96% of the hotels provide telephone facilities to their guests. This
facility is very helpful for the customers to communicate to others.
130
FIRST AID FACILITY
First aid facility is a basic facility in each and every organization; likewise
the hotels also provide first aid facility to its customer. In Thanjavur district most of
the hotels provide first aid facilities.
Table-4.6
FIRST AID FACILITY
S.No.
Particulars
No. of hotels
Percentage
1.
Facility available
24
96
2.
Not available
1
4
25
100
Total
Source: Primary data
Table 4.6 gives information about the first aid facility provided by the
hotels. 96% of the hotels provide first aid facility to their guests and only 4% of the
hotels do not provide first aid facility. It is clearly shown that majority of the hotels
provide first aid facility to their guests.
Thus, 96% of the hotels provide first aid facility to their guests. This facility
is most needed for the customers at the time of emergency.
131
AMBULANCE FACILITY
Ambulance facility is provided for emergency and serious conditions of the
guests. In Thanjavur district only star hotels has this ambulance facility.
Table-4.7
AMBULANCE FACILITY
S.No.
Particulars
No. of hotels
Percentage
1.
Facility available
4
16
2.
Not available
21
84
25
100
Total
Source: Primary data
Table 4.7 provides information about the ambulance facility offered by the
hotels. 16% of the hotels provide ambulance facility to their guests and 84% of the
hotels do not provide ambulance facility. It is clearly shown that majority of the hotels
do not provide ambulance facility to their guests and only star hotels provide
ambulance facility.
Thus, 84% of the hotels do not provide ambulance facility to their guests
TICKET BOOKING FACILITY
132
In every hotel booking of tickets is one of the important services. For
rendering service to the guests they provide ticket booking facility, arrangement of
transportation and temple dharshan. In Thanjavur district most of the hotels provide
ticket booking facilities.
Table 4.8
TICKET BOOKING FACILITY
S.No.
Particulars
No. of hotels
Percentage
1.
Facility available
21
84
2.
Not available
4
16
25
100
Total
Source: Primary data
Table 4.8 reveals information about the ticket booking facility provided by
the hotels. 84% of the hotels provide ticket booking facility to their guests and only
16% of the hotels do not provide ticket booking facilities. It is clearly shown that
majority of the hotels provide ticket booking facility to their guests.
Thus, 84% of the hotels provide ticket booking facility to their guests.
CREDIT CARD PAYMENT
133
Now-a-days most of the institutions accept credit card payment. Likewise,
the hotels also accept credit card payment. In Thanjavur district most of the hotels
accept credit card payment.
Table-4.9
CREDIT CARD PAYMENT
SL.No.
Particulars
No. of hotels
Percentage
1.
Credit card payment
18
72
2.
No credit card payment
7
28
25
100
Total
Source: Primary data
Table 4.9 gives details about the credit card payment facilities accepted by
the hotels. 72% of the hotels accept credit card payment facilities by their guests and
only 28% of the hotels do not accept credit card payment facilities. It is clearly shown
that majority of the hotels accept credit card payment facilities nowadays to facilitate
their guests.
Thus, 72% of the hotels accept credit card payment facilities to make their
guests stay easy.
134
LIFT FACILITY
This is also one of the services mix in hotel industries. Most of the star hotels are
multi storey buildings so, they have lift facility. These lift facilities are very helpful to
the guests for their easy movement. In Thanjavur district most of the hotels have lift
facilities.
Table-4.10
LIFT FACILITY
SL.No.
Particulars
No. of hotels
Percentage
1.
Facility available
18
72
2.
Not available
5
28
25
100
Total
Source: Primary data
Table 4.10 gives information about the lift facility provided by the hotels.
72% of the hotels provide lift facility to their guests and only 28% of the hotels do not
provide lift facility. It is clearly shown that majority of the hotels provide lift facility to
their guests and resorts and small size hotels do not provide lift facility.
Thus, 72% of the hotels provide lift facility to their guests.
135
ADVERTISING MEDIA USED
Advertising is one of the promotional mixes to improve the marketing of
hotel services. The hotel owners use print media, broadcast media and telecast
media to advertise their services.
Table-4.11
ADVERTISING MEDIA USED
SL.No.
Particulars
No. of hotels
Percentage
1.
Print Media
11
44
2.
Broadcast Media
4
16
3.
Telecast Media
6
24
4.
No media used
4
16
25
100
Total
Source: Primary data
Table 4.11 shows the information regarding the type of advertising used
by the hotels. 44% of the hotels use print media, 24% of the hotels use telecast
media, 16% of the hotel owners use broadcast media and 16% of the hotel owners
do not use any media for their hotel advertisement. It is clearly shown that majority
of the hotels use print media for their advertisement.
Thus, 44% of the hotel owners use print media for their hotels’
advertisement.
ANOVA
136
Ho: There is no significant relationship between types of hotel and types of media
used for advertisement.
Print media
Media
Broadcast
used
for media
advertisem
Telecast Media
ent
Websites
Star hotels
Boarding &
Lodging
Lodging
only
Types of Hotel
Total
6
6
6
18
0
2
1
3
2
5
6
13
0
4
8
12
17
21
46
Total
8
Sum of
Squares
df
Mean
Square
F
22.17
2
11.08
3.24
39
3
13
3.80
Residual
20.5
6
3.42
Total
81.67
11
Model
Between
column
Between
Row
The calculated value of F is less than the table value at 5% level of
significance for (2, 6) degrees of freedom F
0.05
= 5.14 and for (3, 6) degrees of
freedom F 0.05 = 4.76. Therefore, hypothesis is accepted.
It is concluded that there is significant relationship between hotels and
types of media used for advertisement.
SALES PROMOTION TOOLS USED
137
In each and every hotel industry their ultimate aim is to increase the sales
through sales promotion tools. The sales promotion tools used in hotel industry are
Brochure, folder, packaging, display materials, attraction leaflets and special offers
pamphlets.
Table-4.12
SALES PROMOTION TOOLS USED
SL.No.
Particulars
No. of hotels
Percentage
1.
Brochure
15
60
2.
Folder
1
4
3.
Packaging
1
4
4.
Display Materials
2
8
5.
Attraction Leaflets
2
8
6.
Special Offers Pamphlets
4
16
25
100
Total
Source: Primary data
Table 4.12 displays the information regarding the sales promotion tools
used by the hotels owners. 60% of the hotels used brochure, 16% of the hotels use
special offers pamphlets, 8% of the hotel owners use display materials, 8% of the
hotel owners use attraction leaflets, 4% of the hotel owners use folder and 4% of the
hotel owners use packaging as their sales promotion tools. It clearly shows that
majority of the hotels used brochure as sales promotion tool for their hotels.
Thus, 60% of the hotel owners use brochure for their hotels as sales promotion
tool.
DISCOUNTS OFFERED BY THE HOTEL OWNERS
138
In Thanjavur district the hotel owners provide discount facility to their
regular customers. Here, the hotels provide seasonal discounts, trade discounts and
special discounts. Most of the hotels provide special discounts to their customers.
Table-4.13
DISCOUNTS OFFERED BY THE HOTEL OWNERS
S.No.
Particulars
No. of hotels
Percentage
1.
Seasonal Discounts
2
8
2.
Trade Discounts
3
12
3.
Special Discounts
20
80
25
100
Total
Source: Primary data
Table 4.13 shows the information regarding the discounts offered by the
hotel owners. 80% of the hotel owners provide special discounts, 12% of the hotel
owners provide trade discounts and 8% of the hotel owners provide seasonal
discounts to their customers. As majority of the respondents were professionals and
employees it is clear that they used to stay in the hotel for a minimum of 2 days for
the purpose of conference and employment. So, the hotel owners offer special
discounts to professionals and other educationists.
Thus, 80% of the hotel owners offer seasonal discounts to their
customers. It is one of the ways to attract regular customers and at the same time to
market the services.
DISTRIBUTION STRATEGY USED BY THE HOTEL OWNERS
139
Hotels regularly use distribution strategy. The distribution strategies are
through tour operators, travel agents and websites. Some of the hotels use all the
strategies, some hotels use two strategies and some hotels use only one strategy.
This is helpful for the hotel owners to increase the marketing of their hotels.
Table-4.14
DISTRIBUTION STRATEGY USED BY THE HOTEL OWNERS
S.No.
Particulars
No. of hotels
Percentage
1.
Tour operators
20
35
2.
Travel Agents
24
41
3.
Websites
14
24
58
100
Total
Source: Primary data
Table 4.14 reveals the information regarding the distribution strategy used
by the hotel owners. 41% of the hotel owners use travel agents as their distribution
strategy, 35% of the hotel owners use tour operators as their distribution strategy
and 24% of the hotel owners use website as their distribution strategy.
Thus, 41% of the hotel owners use travel agents for their distribution
strategy. The distribution strategy pattern varies and there is no particular preference
for the hotel owners.
MARKETING MIX OF SERVICES AVAILED BY THE CUSTOMERS
140
The marketing mixes of services are provided by the hotel owners and at
the same time the guests also enjoy the benefits of the services mix.
RECEPTION COUNTER
In every organization reception counter is important one. Especially in
hotel industry the reception counter is a must. It is helpful for the customers to know
about the features of the hotel and the services offered by the hotels. And also it
provides information about availability of rooms etc.
Table-4.15
RECEPTION COUNTER
SL.No.
Particulars
No. of
Respondents
Percentage
1.
Always
244
81
2.
Occasionally
50
16
3.
Never
8
3
302
100
Total
Source: Primary data
Table 4.15 gives the information regarding the reception counter service
availed by the respondents. 81% of the respondents always avail the reception
facilities, 16% of the respondents occasionally avail the facility and 3% of the
respondent never avail this reception facility.
Thus, 81% of the respondents avail reception counter’s facilities of their hotels.
This is one of the services mix for running the hotels.
141
CATERING AND RESTAURANT SERVICES
Catering and restaurant services are the main service provided by each
and every hotel. The star hotels and both boarding and lodging facility hotels provide
this kind of services to its customers. It provides food facilities, lodging facilities in a
good manner.
Table-4.16
CATERING AND RESTAURANT SERVICES
SL.No.
Particulars
No. of
Respondents
Percentage
1.
Always
169
56
2.
Occasionally
55
18
3.
Never
78
26
302
100
Total
Source: Primary data
Table 4.16 shows the information regarding the catering and restaurant
services availed by the respondents. 56% of the respondents always avail the
facilities, 26% of the respondents never avail the facility and 18% of the respondent
occasionally avail this catering and restaurant facilities.
Thus, 56% of the respondents avail catering and restaurant facilities of
their hotels.
142
TELEVISION FACILITY
Nowadays television facility is provided in all the hotels. This is very
comfortable for the respondents to spend their time leisurely.
Table-4.17
TELEVISION FACILITY
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
207
69
2.
Occasionally
40
13
3.
Never
55
18
302
100
Total
Source: Primary data
Table 4.17 provides the information regarding the television service
availed by the respondents. 69% of the respondents always avail the television
services, 18% of the respondents never avail the facility and 13% of the respondent
occasionally avail this television services.
Thus, 69% of the respondents avail television services to their hotels. The
customers watch the television during their free time.
PROVISION OF CULTURAL SHOWS
143
Medium and large size hotels provide cultural shows. It is one of the
important promotional tools. To attract the customers the hotel owners arrange
cultural shows to their customers. Here, the hotel owners arrange dance, music and
festival celebrations of local culture to entertain their guests.
Table-4.18
PROVISION OF CULTURAL SHOWS
SL.No.
Particulars
No. of
Respondents
Percentage
1.
Always
36
12
2.
Occasionally
114
38
3.
Never
150
50
302
100
Total
Source: Primary data
Table 4.18 reveals the information regarding the cultural shows availed by
the respondents. 50% of the respondents never enjoy the cultural shows, 38% of the
respondents occasionally avail the facility and 12% of the respondent always avail
this facility. It clearly shows that only star hotels and resort hotels provide cultural
shows to their customers.
Thus, 50% of the respondents do not enjoy the cultural shows provided by
their hotels, because most of the people stay in the hotels for occupation, marriage
or pilgrimage purpose.
GYM FACILITY
144
The gym facility is one of the important promotional tools to attract the
customers. Now a day the customers are health conscious and increasingly more
number of customers avail this facility offered at their stay.
Table-4.19
GYM FACILITY
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
84
28
2.
Occasionally
54
18
3.
Never
164
54
302
100
Total
Source: Primary data
Table 4.19 highlights details about the gym facilities availed by the
respondents. 54% of the respondents never enjoy the gym facilities, 18% of the
respondents occasionally avail the facility and 28% of the respondent always avail
this facility. It clearly shows that only star hotels and resort hotels provide gym
facilities to their customers.
Thus, 54% of the respondents do not enjoy the gym facilities of their
hotels. Only business professionals avail the gym facilities.
145
FIRST AID FACILITY
First aid facility is a must for each and every organization likewise hotels
also have first aid facilities. This extent of this facility depends upon the size of the
hotels.
Table-4.20
FIRST AID FACILITY
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
116
38
2.
Occasionally
110
37
3.
Never
76
25
302
100
Total
Source: Primary data
Table 4.20 shows the information regarding the first aid facilities availed
by the respondents. 38% of the respondents utilize the first aid facilities, 37% of the
respondents occasionally avail the facility and 25% of the respondent never uses
this facility. It is clearly shown that all the hotels provide first aid services to their
customers.
Thus, 38% of the respondents utilize first aid facilities to their hotels.
TEMPLE DHARSHAN AND VISITING PLACES
146
In the modern world most of the hotels provide arrangements for visiting
temples and other important places. It is also one of the methods to attract the
customers. This facility is helpful for the customers to easily visit the places.
Table-4.21
TEMPLE DHARSHAN AND VISITING PLACES
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
128
42
2.
Occasionally
88
29
3.
Never
86
29
302
100
Total
Source: Primary data
Table 4.21 details about the temple dharshan and visiting places services
provided by the hotels to their respondents. 42% of the respondents always avail
this facility, 29% of the respondents occasionally avail the facility and 29% of the
respondent never avail this facility. It is clearly shown that all the type of hotels
provides temple dharshan and arrangement for visiting places facilities to their
customers.
Thus, 42% of the respondents utilize temple dharshan and arrangement
for visiting places facilities of their hotels.
OFFERING TIPS TO THE EMPLOYEES
147
Generally the hotel owners allow the employees to receive the tips. The
customers recognize the service of employees and they give tips.
Table-4.22
OFFERING TIPS TO THE EMPLOYEES
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
110
36
2.
Occasionally
137
46
3.
Never
55
18
302
100
Total
Source: Primary data
Table 4.22 infers the information regarding the tips provided by the
respondents to their service providers. 46% of the respondents occasionally give tips
to their service providers, 36% of the respondents occasionally give tips and 18% of
the respondents never provide tips to their service providers. It is clearly shown that
majority of the respondents occasionally provide tips to their service providers.
Thus, 46% of the respondents occasionally provide tips to their service
providers. 36% of the customers always provide tips to the customers. It is one of
the ways to encourage the service providers.
CAR PARKING FACILITY
148
Nowadays hotels provide car parking facility to their customers.
Customers come to hotels by their two wheelers or four wheeler vehicles. To park
their vehicles the hotels provide car parking facility. That facility is also one of the
attractions to induce the customers to stay.
Table-4.23
CAR PARKING FACILITY
S.No.
Particulars
No. of
Respondents
Percentage
1.
Always
242
80
2.
Occasionally
42
14
3.
Never
18
6
302
100
Total
Source: Primary data
Table 4.23 gives details about the car parking facility availed by the
respondents. 80% of the respondents always avail this facility, 14% of the
respondents occasionally avail the facility and only 6% of the respondent never avail
this facility. It is clearly shows that all the hotels provide car parking facility to their
customers.
Thus, 80% of the respondents utilize car parking facility from their hotels.
MEDIA ATTRACTION
149
Most of the customers are attracted by various Medias. They are print
media, broadcast media, telecast media, electronic media, and others. These
Medias are very helpful for the customers to select the hotel.
Table-4.24
MEDIA ATTRACTION
S.No.
Particulars
No. of
Respondents
Percentage
1.
Print media
59
20
2.
Broadcast media
56
18
3.
Telecast media
77
26
4.
Electronic media
58
19
5.
Others
52
17
302
100
Total
Source: Primary data
Table 4.24 portrays the information regarding the type of media that the
respondents were attracted to. 26% of the respondents were attracted by telecast
media, 20% of the respondents were attracted by print media, 19% of the
respondents were attracted by electronic media, 18% of the respondents were
attracted by broadcast media and only 17% of the respondents were attracted by
other Medias. It is clearly shown that all the hotels provide different type of
advertisement to their hotels.
Thus, 26% of the respondents were attracted by telecast media, because
this media attract all type of people and it is available in their home.
150
CHI – SQUARE TEST
Hypothesis: H0
There is no significant relationship between age of respondent and media attraction.
Cross tabulation
Electronic
media
21-30
29
33
34
36
22
154
31-40
10
13
27
7
6
63
41-50
20
10
16
15
24
85
59
56
77
58
52
302
Total
Others
Telecast
media
Age of the
Respondents
Total
Broadcast
media
Print media
Media Attraction
Chi-Square Tests
Value
df
Asymp. Sig.(2sided)
Pearson Chi-Square
26.328
8
.001
Likelihood Ratio
25.291
8
.001
Liner-by-Linear
Association
1.093
1
.296
N of valid Cases
302
0 cells (.0%) have expected count less than 5. The minimum expected count is
10.85.
151
Degrees of Freedom = 8
Chi Square Value = 26.328
Table value = 15.5
The distribution is significant at 5% level.
Result:
As the χ2 value is greater than table value we reject the hypothesis. There
is relationship between age of the respondent and media attraction.
152
DISCOUNTS OFFERED TO THE CUSTOMERS
For the benefit of the customers the hotel owners provide various discount
facility to their customers. The discount facilities are seasonal discount, trade
discount and special discounts. Most of the hotels provide special discount to their
customers.
Table-4.25
DISCOUNTS OFFERED TO THE CUSTOMERS
S.No.
Particulars
No. of
Respondents
Percentage
1.
Seasonal Discounts
56
19
2.
Trade Discounts
41
14
3.
Special Discounts
83
27
4.
No Discounts
122
40
25
100
Total
Source: Primary data
Table 4.25 provides the information regarding the type of discounts
enjoyed by the respondents. 27% of the respondents enjoy special discounts,
because most of the hotels provide special discount to their regular customers and
institutions, 19% of the respondents enjoy seasonal discounts at the time of training
provided by various institutions and temple festivals, 14% of the respondents enjoy
trade discounts for those who stay for the purpose of trade and trade related
activities, 40% of the respondents do not avail any type of discounts. It clearly shows
that the hotels provide discount facilities to regular customers only.
153
Thus, 40% of the respondents do not utilize any type of discounts from
their hotels. 27% of the customers get special discounts because they are regular
customers.
SELECTION OF HOTELS
Nowadays the hotel customers are selecting the hotels through tour
operators, travel agents and friends. These people are very helpful to the customers
to select the hotel.
Table-4.26
SELECTION OF HOTELS
S.No.
Particulars
Frequency
Percentage
1.
Tour operators
44
11
2.
Travel Agents
78
20
3.
Friends
183
47
4.
Others
88
22
393
100
Total
Source: Primary data
Table 4.26 gives the details about the selection of hotels by the respondents.
47% of the respondents select hotels with the help of friends, 22% of the
respondents select hotels through other sources, 20% of the respondents select
through travel agents and 11% of the respondents select hotels with the help of tour
operators.
Thus, 47% of the respondents selected hotel with the help of their friends.
154
WAITING TIME
In every boarding type of hotels the customers wait for their food
preparation, or due to non availability of waiter and non availability of
accommodation. It takes less than 15 minutes to more than 30 minutes.
Table-4.27
WAITING TIME
S.No.
Particulars
No. of
Respondents
Percentage
1.
Less than 15 minutes
126
58
2.
15-30 minutes
86
40
3.
More than 30 minutes
5
2
217
100
Total
Source: Primary data
Table 4.27 reveals the information about the duration of waiting for the
orders of the respondents. 58% of the respondents wait for their orders for less than
15 minutes, 40% of the respondents wait for 15-30 minutes, and 2% of the
respondents wait for more than 30 minutes. It clearly shows that all the hotels
provide their services within short duration.
Thus, 58% of the respondents were waiting for their orders for less than
15 minutes. This time is for the preparation of food.
155
REASONS FOR WAITING
Due to various reasons like non availability of accommodation, non
availability of waiter and time taken for food preparation the customers have to wait
for their food.
Table-4.28
REASONS FOR WAITING
S.No.
Particulars
No. of
Respondents
Percentage
1.
Non availability of accommodation
23
11
2.
Non availability of waiter
15
7
3.
Time taken for food preparation
177
81
4.
Others
2
1
217
100
Total
Source: Primary data
Table 4.28 highlights details about the reasons for waiting the orders. 81%
of the respondents wait for time taken for food preparation, 11% of the respondents
wait for non availability of accommodation, 7% of the respondents wait for non
availability of waiters and only 1% of the respondents wait for other reasons.
Thus, 81% of the respondents used to wait for time taken for food
preparation.
156
CHI – SQUARE TEST
Hypothesis: Ho
There is no significant relationship between waiting time and Reasons for waiting.
Cross tabulation
Less than
15 minutes
Waiting
Time
15-30
minutes
More than
30 minutes
Total
Time taken for
food
preparation
waiter
Non availability
of
of
accommodation
Non availability
Reasons for waiting
Total
6
6
112
124
17
8
61
86
-
1
6
5
23
15
179
217
157
Chi-Square Tests
Value
df
Asymp.
Sig.(2sided)
Pearson Chi-Square
17.660
6
.007
Likelihood Ratio
18.222
6
.006
Liner-by-Linear
Association
11.717
1
.001
No. of valid Cases
217
6 cells (50.0%) have expected count less than 5. The minimum expected count is
.05
Degrees of Freedom = 6
Chi Square Value = 17.660
Table value = 12.6
the distribution is significant at 5% level.
Result: As the χ2 value is greater than table value we reject the hypothesis. There
is relationship between waiting time and reasons for waiting.
158
CONCLUSION:
In this chapter the researcher provides information about the marketing mix
of services provided by the hotel owners and the various services mix enjoyed by
the customers’. It shows that the hotel owners offer various services mix, at the
same time the customers also were benefited all the services mix.
In hotel industries 72% of the hotels provide both boarding and lodging
facilities, only 20% of the hotels provide cultural shows, gym facilities, beauty parlors
and ambulance facilities
96% of the hotels provide telephone and first aid facilities. 80% of the
hotels provide ticket booking facility, credit card payment and lift facility. 40% of the
hotel owners used print media and brochures for their advertisement. 80% of the
hotel owners offer seasonal discounts to their customers, and 41% of the hotel
owners used travel agents for their distribution strategy.
In the services provided by the hotel industries 80% of the customers avail
more than 50% of the services provided by the hotels.
159