Samenvatting

To graduate this year as a marketing professional each student has to complete a thesis about a relevant subject. Van der Valk Hotel Leiden, the mandator, requires a customer satisfaction survey to discover how satisfied their business guests are. Van der Valk Hotel Leiden is a beautiful and luxurious hotel with 80 modern rooms /suites in the historic city of Leiden. Van der Valk Hotel Leiden welcomes guests with a variety of reasons to stay: business, scientific, touristic or a combination. Van der Valk Hotel Leiden also provides venues for occasions like weddings, parties, receptions, meetings and trainings. This report is primarily focused on the meetings and the trainings. For these occasions Van der Valk Hotel Leiden has five stylish rooms and five luxurious boardrooms.
The reason this survey is being held is because there currently is no insight in customer satisfaction and loyalty. To achieve more insight in this subjects at first a satisfaction survey has been held. Therefore the main research question is: “Which factors are in which extent of impact on the satisfaction of the business guests?”. The first step is to provide insight in the needs and basic factors of the business guests, which is achieved by qualitative interviews. After these results the satisfaction has been measured by surveys on a bigger scale.
These researches acquire various results, on which the most striking ones will be illustrated. At first the results within the dimensions will be illustrated, followed by various results on the image and the less conspicuous results.
The first striking result shows a significant amount of respondents which expect the same package as the previous time they participated in a meeting or training at Van der Valk Hotel Leiden. Subsequently, the respondents which participated in a meeting didn’t agree with the statement that they got personal attention and were welcomed properly. A significant amount of respondents which followed an WO education did not agree with the statement that the personnel understands who the person is and where he is coming for. In contrary of these results another result indicate that the range of dimensions which were questioned after the statements, show that reliability is the number one dimension, which is of great importance for the implementation.
A major group of the respondents agreed to the statement that Van der Valk is upgrading its image, while the other part answered variously on aspects that involve the old image. Within the image of Van der Valk Hotel Leiden itself, the majority of the respondents thinks that their meeting or training is a confirmation of the previous ones, due to reliability. A vast majority of the respondents would recommend a meeting or training at Van der Valk Hotel Leiden to their colleagues, which is a striking positive result.
Other less conspicuous results are the ones that firstly need to be checked, before possibly continuing to any solutions. These results consists of remarks on the quality of the equipment, the appearance of the stylish rooms and the lack of room for flipovers. In addition to these less conspicuous results, the survey shows that a group of the respondents had trouble with the lighting and the climate control system, which can be easily solved by assistance of the employees. An interesting note by a respondent was the remark on adding designation of vegetarian dishes at the lunch area. The current approach of meetings and trainings should be kept at the same level, since the results show general satisfaction of the respondents, with possibility on improving to overall satisfaction.