Customer satisfaction, customer loyalty and profitability in Hotel Industry in Trinidad and Tobago
BACKGROUND AND RATIONALE
This study seeks to investigate on the customer satisfaction, loyalty and profitability of the hotel industry in Trinidad and Tobago. One of the sources of income of Trinidad and Tobago is its tourism. Tourism is giving Trinidad and Tobago a big portion of their annual income. Thus, this follows that hotel industry should be maintained and kept because it is one of the significant industry in the country, in order to keep the tourism rates high.
With 4200 hotel rooms situated in just a small island of Trinidad and Tobago, the hotel industry seems to be playing its role in supporting the tourism industry. In these areas, the number of tourists is high. Therefore, the concentration of hotel in the island of Trinidad and Tobago is a positive characteristic. On the other hand, in the cities of Trinidad and Tobago, most visitors don’t come as tourists but business travelers and relatives visiting relatives. (Trinidad and Tobago, 2007)
Therefore, the hotel industry is not only significant because of the tourism industry but for other reasons as well. The hotel industry also serves the business sector and the native citizens.
A survey was conducted by the Ministry of Tourism last April 2005 regarding the customer satisfaction of tourists and visitors in the country. It showed that 21 small rooms, 22-74 medium rooms and 75 large rooms from each establishments were approved by the Ministry as rooms who passed the standard of the Ministry of Tourism. (Research, 2005)
After the assessment, several hotels were awarded by the Ministry of Tourism by topping the survey they conducted. PAX Guest House took the first place in customer satisfaction, for the small hotel category. Royal Hotel for the medium category and Kapok Hotel for the Large Category. (Winners, 2005)
The second place was garnered by Monique’s Guest house, Cara Suites and Hilton Trinidad and Conference Center, following the category small, medium and large hotel categories. (Winners, 2005) They are the hotel which exceeded the customer satisfaction survey conducted by the Ministry of Tourism in the year 2005.
The rationale of this study is basically to create a current study on the hotel industry of Trinidad and Tobago with regards to the customer satisfaction, customer loyalty, and profitability. This study is interested to evaluate and assess the capability of the hotel industry of the country to handle customers. At the same time, this study is also concern on the profitability of the hotel industry in Trinidad and Tobago.
Since customer satisfaction, loyalty and profitability are interrelated. This study would dwell more on the customer satisfaction. It is because loyalty and profitability only follows after customer satisfaction.
Research Questions:
This study will answer the following questions:
Research Objectives:
This study will answer the following objectives:
METHODOLOGY
This study will be basically descriptive in nature since it aims to describe the level of Customer Satisfaction, loyalty and profitability of the hotel industry in Trinidad and Tobago. The study will have two parts. First, the study would give out questionnaires to hotel customers in random. The questions in the survey sheets will all be standardized. Those questionnaires would ask about satisfaction and loyalty to the hotel where the respondents are currently staying.
The second phase of the study will be address to the hotel management itself. Interviews of questionnaires may be given out to them in order to find out the profitability of the hotels.
This study would primarily include Caribbean Hotel, Kapok Hotel, Ambassador Hotel, Crown Point Beach Hotel, Royal Palm Suite Hotel and Arnos Valle Hotel. Those were all located in different places in Trinidad and Tobago. Those hotels were aimed to be included in the study because the differences of location which would show better contrasts from each other.
Aside from that, books and newspaper articles will also be use as supporting references. Online articles and journals may also be use as additional references.
Graphs and diagrams may also for easier understanding of the rates and for comparison purposes.
This study is expected to finish after a couple of months. This study will be beneficial to the hotel industry and to the government of Trinidad and Tobago.
REFERENCES
Trinidad and Tobago. (2007) Country Overview. [Online Source] Available at:
http://www.nationsencyclopedia.com/economies/Americas/Trinidad-and-Tobago.html
Research and Statistics. (2005) Ministry of Tourism. Trinidad and Tobago [Online Source] Available at: http://www.tourism.gov.tt/applicationloader.asp?app=articles&id=690
Winners of Customer Satisfaction Survey. (2005) Trinidad and Tobago. [Online Source] Available at: http://www.tourism.gov.tt/applicationloader.asp?app=newsarticles&cmd=view&articleid=148
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