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Improvement of customer satisfaction through OTAs website: Tri Giao Hotel, Vietnam

By Truc Nguyen


This thesis aims to, first and foremost, gain a more in-depth understanding of customer rates and reviews of Tri Giao Hotel on OTA websites. The author selected six leading OTA websites to conduct the research, i.e. TripAdvisor, Booking, Expedia, Agoda, Facebook, and Google. In addition, the study compared the Tri Giao Hotel with other four hotels, which are also local brand hotel and have 4-star international standard, in a competitive set. Finally, this thesis explored satisfaction and dissatisfaction determinants of service quality can affect customer satisfaction.    Since the main customers of Tri Giao Hotel are charters and from travel agencies, the customers from OTA have not been focused. Therefore, this research-oriented thesis selected Tri Giao Hotel as the commissioning company. This study used qualitative methods such as observation, interview with FOM, data collection on OTA websites, and content analysis. These methods are based on conceptual framework and theoretical framework, especially SERVQUAL model. After that, decisive factors that affect customers’ decisions to book a hotel room online were discovered. Hence, some suggestions on how to improve customer satisfaction through the OTA website were given.    The results revealed that the service quality of Tri Giao Hotel has a significant impact on customer satisfaction. Combining all the reviews on six main OTA websites, the hotel received 301 customer reviews and 199 written comments. The hotel review index was 90.6% and the management response was 58.8%. The service, staff, and value of the hotel makes the customer the most satisfied. However, the location of hotel and quality of the food were the main weaknesses that need to be improved. Besides, some other factors also affected customer satisfaction. Suggestions and new ideas were briefly discussed to improve customers’ satisfaction to Tri Giao Hotel

Topics: Hotel Management, fi=Majoitus- ja ravitsemisala|sv=Inkvarterings- och kosthållsbranschen|en=Hotel and Restaurant|, customer satisfaction, Degree Programme in Hospitality, Tourism and Experience Management
Year: 2019
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Provided by: Theseus
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