Samenvatting

Introduction
This report presents a conducted customer satisfaction research commissioned by Holiday Inn Leiden. The contractor wanted to know whether if the expectations of the Leisure-guests relate well on the final experiences. Holiday Inn Leiden was interested to conduct a research among the group Leisure-guests, so they can respond much better to their needs and expectations in the future.
The main question of this report is:
‘To what extent do the expectations of the group Leisure-guests match with the final experiences at Holiday Inn Leiden?’
Method of research
To get an answer on the main question of this report, both desk- and field research has been done. The desk research consists mainly of analyzing internet reviews. From this information there is made a first step to find out what the strengths and weaknesses regarding Holiday Inn Leiden are.
The field research is a quantitative study consisting a survey that was handed out during breakfast. The questionnaire consists 23 statement that, the Turkish researcher Akbaba (2006), linked to the dimensions of the SERVQUAL-model.
Findings
150 Leisure-guests took their time to join the customer satisfaction research and filled in the questionnaire. On a scale from 1 to 9, Holiday Inn Leiden scored adequate on all 23 statements. Only two statements, outside look and accessibility, had a negative score in the end. This means that the average experience number, given by the respondents, is lower than the average expectation number. Furthermore, the dimension ‘reliability’ from the SERVQUAL-model is the dimension where Holiday Inn Leiden scores best in both expectation (7.75) as well as experience (8.07).
Conclusions
From the results of the questionnaire it has been found that ‘assurance’ is the most influential dimension on the overall satisfaction of the Leisure-guest. Assurance has a positive correlation of 0.706 to the expectations and 0.510 on the experiences. Furthermore, it appears that all dimension of the SERVQUAL-model are significant in relation to the total experienced satisfaction. The respondents had also the ability to give tips and comments, which can lead to better servicing by Holiday Inn Leiden. Improving the WIFI-network was the most given tip (11 times) and is included in the recommendations.
Recommendations
The first and most costly recommendation is improving the WIFI-network. Many respondents had problems with connecting their devices on the network. Also, several guests complained about the high temperatures in various hotel areas. Holiday Inn Leiden needs to control and adjust the inside climate. Furthermore, there are some adjustments to be made on the website and in the restaurant. Front desk personnel is recommended to give an additional ‘assurance’ training. Last but not least, it is strongly recommended to introduce a new arrangement which focuses on the city of Amsterdam.