ANWESH: International Journal of Management and Information Technology

6 (1) March 2021, 38-42

http://www.publishingindia.com/anwesh

To Understand Customers Perception

towards Hotel Amenities, Services Quality
and Online Reviews while Booking Hotels
Surabhi Mittra1* and Prajakta Ravindra Khamkar2
1
Assistant Professor, School of Hotel Management, Ajeenkya DY Patil University, Pune, Maharashtra,
India. Email: [email protected]
2
Student, School of Hotel Management, Ajeenkya DY Patil University, Pune, Maharashtra, India.
Email: [email protected]
*Corresponding Author

Abstract: It is well known fact that hospitality is Hotel services, their number and the no of employees depend
contributing substantially to the economic growth of any on the size of the hotel as well as on its classification. Typically,
country. Tourism industry is an important component the basic hotel services include reception guests, room service,
for the same which includes number of sectors such as food service, including restaurants in the hotel, and security etc.
lodging, catering, transportation, visitors, attraction,
entertainment, etc. Customers are the major stakeholders Customer reviews provide us with a brief idea of what to expect
towards the hospitality industry. The purpose of this study and with readily available review about a lot of products and
is to understand the significance of amenities, service services it has become our habit to quickly check reviews for
quality and role of online reviews in the hotel industry our purchases. According to a survey by the Pew Research
by developing a conceptual framework and measurement Centre’s Internet & American Life Project, 58% of the
scale. It is a descriptive research, analysis of data from a Americans research products and services on the internet before
total of 110 customers revealed their views which helped purchasing and 24% write reviews and post comments online
us reach a conclusion. Online intermediaries in hospitality after the purchase (Jansen, 2010). The growing importance of
and tourism industry provide various options and electronic word-of-mouth (eWOM) for e-commerce success is
comparison of hotels, tourist products, travel destinations, reflected by a growing body of research that draws upon online
brand choices, prices and most importantly convenience customer review data.
to the consumer.
This research helps us to understand consumer behavior II. Statement of the Problems and Need of
and motivators based on hotel services, amenities and Study
reviews as criteria to search and book hotel deals through
online travel intermediaries. Following research was Hotel industry is very fast paced industry in today’s world, there
employed to measure the perceptive, emotional and social are many competitors in hospitality industry. Every hotel has its
factors that influenced motivation and also how motivation own unique amenities or services. So, there is need to study on
mediated these factors toward booking intention. The what is majorly considered while selecting hotels.
result indicates consumers’ attitudes and perception
In the present scenario of international hospitality industry,
towards the hotel amenities, service quality and online
hotels are facing both challenges and opportunities in terms
reviews.
of the customer service, expectations and demands. Evidently
Keywords: Amenities, Customer, Hospitality industry, it can be seen that customer service plays a vital role in the
Online reviews, Service quality. hospitality business as the service quality and experience
are more emphasized by the customers compared to before.
Therefore, this study is considered as important to know the
I. Introduction customers attitude while selecting hotels.
Hotel amenities are anticipated goodies provided to guests when
renting rooms at various lodging institutions. The amenities III. Objectives
provided in each hotel vary. Certain hotels will have standard
amenities provided in all rooms to all guests while the others ●● To understand customer’s expectations and understanding
may provide them at an additional price based on their category. about hotel amenities.

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To Understand Customers Perception towards Hotel Amenities, Services Quality and Online Reviews while Booking Hotels 39

●● To understand the services and facilities customers expect of online shoppers reported that a negative review has persuaded
for the price they pay for booking different hotels. them to avoid the business. This means that whatever industry
●● To know the influence of reviews on hotel bookings. you are in, having a positive online presence provides many
advantages, which is why it’s becoming a key part of branding.
Understanding why you need online reviews will help you
IV. Literature Review enhance your customer experience to help create a positive
online footprint. Being a successful brand also means you’re
Hotels are classified according to the hotel size, location, a visible one. Most customers will look on search engines like
target markets, levels of service, facilities provided, number Google and Bing, or even on Facebook, when deciding what to
of rooms, ownership and affiliation etc. (Patrick Landman). buy. These websites have their own distinctive ways of indexing
Classifications help guests to get an idea of the hotel without and progressing content, but they all value innovative and fresh
checking the property themselves. It thereby enables trade by content, and customer reviews can definitely help feed the content.
acting as an intermediary, providing trust between the customer Online customer reviews gives a stable pipeline of (hopefully)
and the property. Hotel categorisation is based on a scale from positive content that search engines value highly when choosing
1-5, one being the lowest and five the highest standard. which results to return.
Kotler Philip (2006), explains that as against to features of
physical products, the services are not given for pre-testing, V. Research Methodology
neither it is felt or smelled before purchase making buyers look
for some tangible evidence that will provide facts, figures and This study is based on primary and secondary data. During
confidence about service. For example the décor and ambience the research relevant content has been reviewed from several
of a restaurant or hotel is the first thing to see and experience articles, news reports, internet documents. The survey is based
on arrival of the guest; cleanliness of the public areas etc on Quantitative method to understand general characteristics
provides clues about service. He also mentioned that American and different Responses given by Individuals. Graphs have
society for quality control defines quality as the features and been used after the survey to analyse collected data.
characteristics of the service or product that has a capability
to satisfy customer needs. High quality services build loyal
customers and creates positive image of product and service VI. Data Analysis
which further determines customer satisfaction, and brings
repeat business. The long-term success is broadly based on Respondent’s feedback is very important factor while doing
guest loyalty and customer retention which inevitably results any research. To understand the customer’s attitude towards
in future revenue. the hotel amenities, service quality and online reviews it is
important to do the survey on the same. Data analysis helps
Smith Willas in 2016, 90% of shoppers read at least one online getting detailed overview of the research. So it is an important
review before deciding to visit a business. More importantly, 94% step of the research to reach the conclusion.

Fig. 1
Fig. 1
The main objective is to know how frequently the person has about them. From Fig. 1 it has been observed that maximum
stayed in hotel within a month, six months or within span of a people has stayed in hotel for very less time i.e. once or twice a
The main objective is to know how frequently the person has stayed in hotel within a month,
year. The more a person uses a facility the more he/she knows year not more than that.
six months or within span of a year. The more a person uses a facility the more he/she knows
about them. From Fig. 1 it has been observed that maximum people has stayed in hotel for
very less time i.e. once or twice a year not more than that.
 Fig. 1
The main objective is to know how frequently the person has stayed in hotel within a month,
six months or within span of a year. The more a person uses a facility the more he/she knows
about them. From Fig. 1 it has been observed that maximum people has stayed in hotel for
very less time i.e. once or twice a year not more than that.
40 ANWESH: International Journal of Management and Information Technology Volume 6 Issue 1 March 2021

Fig. 2

Fig. 2
To know whyTo people
know whychoosepeople
a Star choose
categoryahotel
Star only
category
and hotel
Fig. 2only and service
indicates major quality
factorsis that are considered.
the major factor considered by
Fig.
major factors that2are
indicates service quality is the major factor
considered. peopleconsidered by any
while choosing people
hotel,while choosing
amenities are alsoany
important
for few individuals travelling mostly for business purposes.
hotel, amenities are also important for few individuals travelling mostly for business
purposes.

Fig. 3

All services and commodities are valued by the amount we pay for it, hence the above graph
is all about the factors which are taken into consideration while making purchasing decision
after looking at rates at the hotel. Fig. 3 clearly Fig. Fig. 3 60% of the respondents considers all
3 shows
factors
All services and like services,
commodities are valuedamenities andwe
by the amount star
payclassification
for at rates against the Fig.
at the hotel. amount theyshows
3 clearly are paying forrespondents
60% of the
it, hence the above
bookinggraph is all about
any hotel. the factors which are taken considers all factors like services, amenities and star classification
All services and commodities are valued by the amount we pay for it, hence the above graph
into consideration while making purchasing decision after looking against the amount they are paying for booking any hotel.
is all about the factors which are taken into consideration while making purchasing decision
after looking at rates at the hotel. Fig. 3 clearly shows 60% of the respondents considers all
factors like services, amenities and star classification against the amount they are paying for
booking any hotel.

Fig.44
Fig.
To find the method, channels or websites used for booking the instant rate comparison through which one can find cheapest
rooms. From Fig. 4, it has been observed that online travel and book their room, readily available guest experiences and
websites are the most popular channel for booking hotels, there reviews of people who have stayed at the hotel, this helps
To find the method, channels or websites usedcustomers
are a lot of benefits of using online platforms that includes
for booking the rooms. From Fig. 4, it has
in choosing the right hotel at right price.
been observed that online travel websites are the Fig.most
4 popular channel for booking hotels,
there are a lot of benefits of using online platforms that includes instant rate comparison
through which one can find cheapest and book their room, readily available guest experiences
To find of
and reviews thepeople
method,
whochannels or websites
have stayed used this
at the hotel, for helps
booking the rooms.
customers From Fig.
in choosing the4,right
it has
hotelbeen observed
at right price. that online travel websites are the most popular channel for booking hotels,
 To Understand Customers Perception towards Hotel Amenities, Services Quality and Online Reviews while Booking Hotels 41

Fig. 5
To understand importance of the various factors while reviewing Fig.Fig.
5hotel,5 Fig. 5 depicts all
factors like Hotel amenities, service quality, staff behaviour and overall experience during
To understandTo importance
understandofimportance
the variousoffactors
the various
while factors
Servicewhile reviewing
is an intangible entityhotel,
which Fig.
cannot5 be
depicts
seen butall
can be
stay influence hotel review.
reviewing hotel, Fig. 5like
factors depicts all factors
Hotel like Hotel
amenities, amenities,
service quality,felt, while
staff staying in and
behaviour hotel overall
the guest experience
must feel welcomed,
duringmust
service quality, staff behaviour and overall experience during feel comfortable and must feel at home. Service Quality and the
stay influence hotel review.
stay influence hotel review. feel of luxury and comfort is what brings customers back and
helps inculcating the feeling of loyalty towards a specific brand.
It is now old tradition where we book a room at the reception,
but in the current scenario everything has become so easy
and fast. There are various online booking sites which gives
complete details about the hotel and helps one to differentiate
with different booking rates. There is review option on any of
the sites even on small products we look to purchase. Reviews
help in understanding the service quality, the people managing
the property and other aspects like facilities, cleanliness, staff
friendliness etc. from the person who has already stayed in the
property and experienced it. Hence, online reviews are helpful
for deciding whether to select or reject any hotel.
Fig. 6
Fig. 6 Likewise it may be concluded from the data, that the factors
The pie chart gives us idea about importance of online reviews like Amenities, Service Quality and online reviews all are the
for respondents. There are many people who think online important factors which help one to decide their hotel.
reviews
The are gives
pie chart actually important
us idea about while
importance deciding anything
of online or for respondents. There are
reviews
purchasing.
many people Online reviews
who think canreviews
online be positive are as well asimportant
actually negative while deciding anything or
which affect the decision of few people. Online
purchasing. Online reviews can be positive as well as negative reviews arewhich affect the VIII. Limitations of the Study
decision of
actually
few helpful
people. Onlineand so as are
reviews important
actuallyashelpfulagreedand byso95.5% of Fig.
as important 6surveybyand
as agreed 95.5%
The its of
responses does not give a generalised
respondents.
respondents. outlook of entire population as the respondents are limited to
The
Theother
other4.1%
4.1%people
peopledon’t think
don’t it isit important.
think is important. It depends
It dependson individual perception.
a specific Some
zone, each individual has a different view depending
on individual
people may not Thefindpie
perception. chart
reviews asgives
Some peopleus
useful may
or idea about
notmay
they find importance
reviews
get on of
as after
confused online
reading
their reviews
them, hence for respondents. There are
experiences.
useful
they mayornot
they may
find
many get
them confused
as afterthink
important.
people who reading them, hence
online reviewsthey are actually important while deciding anything or
may not find them as important.
purchasing. Online reviews can be positive as well as negative which affect the decision of
Suggestions
few people. Online VII. reviews are actually helpful and so as important as agreed by 95.5% of
VII. Conclusion CONCLUSION Building customer loyalty towards a brand can take a business
respondents.
Hospitality is the association between a guest and a host, wherein thelong hostway, it is imperative
receives the guest to always keep a track of the customer
Hospitality
with warmth isThe
and other
thecare, 4.1% between
association
including people don’t
a guestthink
the welcoming, and it is
andimportant.
a host,
greeting Itthe
depends
satisfaction
entertaining on individual
by constantly
guests. The being in perception.
touch with themSomeand go
wherein
study the people
focuses hostthereceives
on the guest with warmth and care, ahead for immediate service
may not find reviews as useful or they may get confused after reading them, hence
impact and significance of amenities, services and online reviews as a recovery in case if a dissatisfied
including the welcoming, greeting and entertaining the guests. customer and make sure the interaction is effective enough to
The study focuses on thenot
they may findand
impact them as important.
significance of amenities, bring the customer back.
services and online reviews as a deciding factor while booking
From the guests point of view the products and services are
accommodations. Amenities are the tangible products that guest
measured by the value they pay for it hence the shortcoming
can keep as souvenir of their visit to a hotel, amenities withVII.
the inCone
ONCLUSION
factor can be compensated by the other and vice versa.
logo and name of the hotel also helps in branding and marketing Identifying the shortcoming and how it can be supplemented
of the hotel. Hospitality is the association between a guestcan and
be adecided
host, by
wherein the host receives the guest
the management.
with warmth and care, including the welcoming, greeting and entertaining the guests. The
study focuses on the impact and significance of amenities, services and online reviews as a
42 ANWESH: International Journal of Management and Information Technology Volume 6 Issue 1 March 2021

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