MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on Vacation Resorts by CLUB MED.
www.mtm.iulm.it
2. SYLLABUS
Introduction of the Firm
Executive Summary: Problems and Objective
Methodology: Customer Satisfaction Survey
Statistic Tools
Graphs/Charts/Pictures
Important Results
Conclusions and Suggestions
3. CLUB MED
CLUB MEDITERRANEE (common name: CLUB MED)
is a French Company of Vacation Resorts in many
parts of the world, usually in exotic locations
Founded in 1950 by Gérard Blitz. The first village was
opened in Mallorca
The villages ar now divided into 3 different types:
1. FAMILY resorts (Kamarina)
2. RESORTS for everyone
3. RESORTS for adult only
4. CLUB MED KAMARINA 3 ***RESORT
A Family All Inclusive Resort with 680 rooms located in
Ragusa (Sicily)between Etna and the Mediterranean Sea
What’s included?
ACCOMODATION
BAR and RESTAURANT
SPORTS and ENTERTAINMENT
CHILDCARE
TRANSPORT PACKAGE
5. Further Details
PRICE= 1 week HIGH SEASON 2700 € (2 px no
transport)
1 week LOW SEASON 1500 € (2 px no
transport)
TYPES OF ROOMS=
1. DELUX: ideal for family, with balcony
2. CLUB: in the bungalows, ground-1st floor, with the
sea view
3. SUITE: at the 2nd/3d floor, shoreline
6.
7. EXECUTIVE SUMMARY
PROBLEM: LOW QUALITY because of:
• NO FOREIGN LANGUAGES SPOKEN BY THE STAFF
• OLD FACILITIES
• FEW ACTIVITIES FOR YOUNG and ADULT PEOPLE
OBJECTIVE IMPROVE CUSTOMER
SATISFACTION
8. CUSTOMER PERCEPTION SURVEY
RANDOM Survey: every 5 customers at the end of their stay
The questionnaire is divided by departments (ROOMS,
RECEPTION, F & B, BEACH, TRANSFERS,
ENTERTAINMENT, COMMON AREAS) and uses ODD
RATING SCALE: from 1(NOT IMPORTANT AT ALL) to 7
(EXTREMELY IMPORTANT)
«K. RESORT WILL BE PLEASED TO RECEIVE YOUR
ANSWERS IN ORDER TO PROVIDE YOU A BETTER
SERVICE»
HOW WOULD YOU EVALUATE THE FOLLOWING
ATTRIBUTES OF EACH DEPARTMENT OF OUR RESORT?
(Please cross the number you choose)
9. 1) ROOMS: ex. CLEANNESS, ROOM AMENITIES
2) RECEPTION: ex. HELPFUL PERSONNEL, EFFICIENCY
IN CHECK IN/OUT, EFFICIENCY IN SOLVING
PROBLEMS
3) F & B: ATTRIBUTES (ex. FOOD TASTE, VARIETY OF
MENU); SERVICE RELATED ATTRIBUTES (ex. SPEED of
service)
4) BEACH: ex. CLEANESS, EQUIPMENT, OTHER
SERVICES
5) TRANSFERS: ex. ADEGUATE
6) Similar survey method for ENTERTAINMENT and
COMMON AREAS
SATISFACTION QUESTIONS (I am satisfied with this
resort)
GEOGRAPHIC QUESTIONS: ex. AGE, GENDER, LEVEL
OF EDUCATION
12. Our customers after their vacation
We collect information through:
- face-to-face
- by phone
- on-line surveys
Motivating is really important to get more satisfactory
information
Around 60 questionnaires because of the short-time survey
TARGET POPULATION
SIZE OF OUR SAMPLE
DATA COLLECTION METHOD
13. APPLICATION OF STATISTIC TOOLS
DESCRIPTIVE ANALYSIS GENDER
SEGMENTATION
NATIONALITY
POTENTIAL CUSTOMER
RETURN
REGRESSION CUSTOMER
SATISFACTION
by
ATTRIBUTES of each
DEPARTMENT
17. ROOM 4,9
RECEPTION 4,6
FOOD & BEVERAGE 5,3
STAFF F&B 4,3
BEACH 4,2
TRANSFER 4,8
ENTERTAINMENT 3,7
COMMON AREA 4,4
The average of each attribute
18. REGRESSIONS
Statistica della regressione
R multiplo 0,462255108
R al quadrato 0,213679785
R al quadrato corretto 0,143784655
Errore standard 0,958525684
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 4 11,23528308 2,808820771 3,057148389 0,026001518
Residuo 45 41,34471692 0,918771487
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 2,440255847 1,046631621 2,331532697 0,024262042 0,332231552 4,548280143 0,332231552 4,548280143
The efficiency in check-in check-out operation 0,199362099 0,126301114 1,578466671 0,121463054 -0,055021403 0,4537456 -0,055021403 0,4537456
The employees are helpful 0,028544061 0,13279452 0,21494909 0,830778202 -0,238917832 0,296005955 -0,238917832 0,296005955
The employees are professional 0,174178617 0,136280747 1,27808675 0,207772361 -0,100304897 0,448662131 -0,100304897 0,448662131
The efficiency of employees in problem solving 0,266734271 0,129497802 2,059759057 0,045233913 0,005912309 0,527556233 0,005912309 0,527556233
RECEPTION DEPARTMENT
19. Statistica della regressione
R multiplo 0,301330869
R al quadrato 0,090800293
R al quadrato corretto 0,03150466
Errore standard 1,019438471
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 3 4,774279 1,591426 1,531315009 0,219027529
Residuo 46 47,80572 1,039255
Totale 49 52,58
CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 8,028094851 1,832283 4,381471 6,76543E-05 4,339900155 11,71628955 4,339900155 11,71628955
Adequate timetable 0,109885294 0,13894 0,79088 0,433072608 -0,169787333 0,389557921 -0,169787333 0,389557921
Helpful staff -0,205763955 0,218154 -0,9432 0,350504488 -0,644885876 0,233357967 -0,644885876 0,233357967
Easy to reach the meeting point -0,414094277 0,204478 -2,02513 0,048680358 -0,825687717 -0,002500838 -0,825687717 -0,002500838
TRANSFER DEPARTMENT
20. Statistica della regressione
R multiplo 0,350319
R al quadrato 0,122724
R al quadrato corretto 0,06551
Errore standard 1,001382
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 3 6,452809592 2,150937 2,145005571 0,107448919
Residuo 46 46,12719041 1,002765
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 2,348588 1,532207834 1,532813 0,132171326 -0,735585986 5,432762729 -0,735585986 5,432762729
CLEANESS 0,301641 0,134496663 2,242741 0,02977436 0,030913459 0,572368934 0,030913459 0,572368934
ROOM AMENITIES 0,20673 0,212861555 0,971192 0,336531804 -0,221738572 0,635197589 -0,221738572 0,635197589
BATH AMENITIES 0,082102 0,190802344 0,430297 0,668989295 -0,301963606 0,466166777 -0,301963606 0,466166777
HOUSEKEEPING DEPARTMENT
21. Statistica della regressione
R multiplo 0,489375483
R al quadrato 0,239488363
R al quadrato corretto 0,13337046
Errore standard 0,964337366
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 6 12,59229814 2,098716 2,256813949 0,055625791
Residuo 43 39,98770186 0,929947
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 5,282366217 1,752824662 3,013631 0,004315893 1,74745844 8,817273993 1,74745844 8,817273993
Variety of menu items -0,292092695 0,177567226 -1,64497 0,107267962 -0,65019113 0,066005739 -0,65019113 0,066005739
Kidness of staff 0,279097431 0,163072077 1,711497 0,094194535 -0,049768752 0,607963613 -0,049768752 0,607963613
Food presentation -0,187734999 0,167034178 -1,12393 0,267277564 -0,524591518 0,14912152 -0,524591518 0,14912152
Food temperature 0,007143291 0,180884763 0,039491 0,968681845 -0,357645595 0,371932176 -0,357645595 0,371932176
Speed of service -0,162814878 0,150940029 -1,07867 0,286747538 -0,467214454 0,141584698 -0,467214454 0,141584698
Preparation of our staff 0,321327529 0,136875827 2,347584 0,023567438 0,04529112 0,597363939 0,04529112 0,597363939
FOOD & BEVERAGE DEPARTMENT
22. Statistica della regressione
R multiplo 0,43159777
R al quadrato 0,186276635
R al quadrato corretto 0,07273384
Errore standard 0,997503564
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 6 9,794425 1,632404249 1,640585256 0,15932475
Residuo 43 42,78557 0,995013361
Totale 49 52,58
CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 4,368713816 1,479681 2,952469256 0,005090663 1,384651935 7,352775696 1,384651935 7,352775696
Resort Atmosphere -0,005811514 0,180641 -0,0321717 0,974483995 -0,370107927 0,358484899 -0,370107927 0,358484899
Cleanness of common area 0,019427811 0,148628 0,130714344 0,896610916 -0,280309099 0,31916472 -0,280309099 0,31916472
Interior design and decor 0,591218935 0,19774 2,989886974 0,004602521 0,192439112 0,989998759 0,192439112 0,989998759
Lighting -0,117568273 0,21847 -0,538144331 0,59325219 -0,558154565 0,32301802 -0,558154565 0,32301802
Music 0,11633274 0,137665 0,84504317 0,402764284 -0,161294883 0,393960363 -0,161294883 0,393960363
Professionality of staff -0,379981778 0,187953 -2,021680028 0,049460713 -0,759026072 -0,000937485 -0,759026072 -0,000937485
COMMON AREA
23. CONCLUSIONS and SUGGESTIONS
Low quality in each department
The resort should improve in terms of:
Cleanness of rooms INVEST MORE
Interior design and decor RENOVATION
Lack of staff’s professionality TRAINING and
MOTIVATION
PROGRAM
Low offer of entertainment
activities
ORGANIZE
INVOLVING and
ATRACTIVE
ACTIVITY