Samenvatting

This thesis project was carried out for Accres. In previous years, Accres conducted customer satisfaction surveys on an occasional basis. In the customer satisfaction surveys the main focus was on the hard side of the service quality. That is why Accres requested an additional research on the soft side of the service quality. This thesis project has shown the customers perception on the service quality delivered by Accres and the effect on their hospitality experience. Finally, it will be visible what Accres can do to improve the soft side of the service quality in order to increase the hospitality experience of the current customer. The central research question used as guideline throughout this thesis project is:
' 'How can Accres increase the hospitality level of the service, in order to increase the customer satisfaction of the annual users of the sports facilities to a 7.5? ' '
To answer this question, various forms of research have been conducted. First, a literature review was conducted to clarify the key concepts of the project. More clarity has been provided by the scientific literature on customer satisfaction, service quality, hospitality and hospitality experience. Subsequently, qualitative research was conducted among the annual tenants of the sports facilities managed by Accres, in the form of in-depth interviews. With these in-depth interviews, the hospitality experience was assessed for each contact moment between Accres and the customer.
The results show that hospitality consists of dimensions. These dimensions together form the customer 's hospitality experience. The field research has shown that not all dimensions of hospitality are optimally addressed with the current services of Accres. It has become apparent that the accessibility of Accres is very important for the hospitality experience of the current customer. The annual allocation of the rooms among the customers and the method of reservation plays an important role. The presence of staff on the floor and the way in which the staff approaches the customer is also repeatedly mentioned as an important factor. In addition, factors such as physical security and updates to the current access system are crucial points. Finally, complaint handling appears to be a subject where Accres can take steps to influence the customer 's hospitality experience.
The hospitality level of the services can be increased by realizing better accessibility. Responding to customer needs also plays a role. Accres can achieve this by making less distinction between short-term and long-term tenants. A more efficient method of annual reservations will also lead to a higher experience of hospitality for the current customer. Furthermore, a hospitable reception, the presence of a curator and an addition to the access system are important for a higher hospitality experience. Contact and connection is appreciated by the current customer. In addition, it has become apparent that physical safety must be guaranteed to give the customer a relaxed feeling, without physical safety this is not possible. The results also show that complaints are not always processed in the right way, an adjustment would be possible here to make the customer feel heard. To further enhance this feeling, Accres can use the customer as an advisor for future changes in policy and accommodations.