ASSESSMENT OF THE EFFECTIVENESS OF TECHNOLOGY AS A NEW METHOD FOR

HOSPITALITY ON THE CUSTOMER’S SATISFACTION OF SELECTED HOTELS DAVAO CITY

An Undergraduate Thesis Presented to Faculty of

The College of Hospitality Education
University of Mindanao
Davao City

In Partial Fulfilment of the Requirements for the Degree of Bachelor

of Science in Hospitality Management

By:

CORLET, JULIET D.
BALANTUCAS, ALYSSA P.
ESTORCO, MAUREEN DENISE J.

November 2021
INTRODUCTION
Background of the Study

Technology is moving the globe faster than ever before, and businesses

cannot live without it. It has a tremendous influence on all sectors, including the hotel

industry. Hotels are competing in an increasingly competitive industry, and giving

good service is not enough to differentiate them. As hotel visitors become

increasingly choosy in their options, it is critical to provide something unique to

attract their attention (Kansakar and Shabani, 2019, pp. 60 - 65). In today's modern

environment, it is feasible to provide a completely individualized guest experience in

order to surpass consumers' expectations (Solnet et al., 2019).

Customers' expectations for new technologies are continuing to rise. Client

adoption is growing, and the technology's life cycles are shortening, posing a

significant issue for hotels. Previously, guestrooms gave access to a unique

technological experience that consumers could not have at home. Nowadays, this

has entirely altered, and what customers have in their homes is sometimes

significantly superior to what is provided in a hotel room (Brochado, Rita and

Margarido, 2016). It is critical to provide in-room technology that matches what is

currently available on the market and what consumers are utilizing (Ravichandran et

al., 2017, pp. 6864-6875).Hotels may gain a competitive edge by embracing the next

generation of consumer technology and investing in the technological facilities that

visitors need in order to win and keep guests. Customer satisfaction is a measure of

a customer's enjoyment as a result of their experience. It may be described as a

customer's state of mind when a product or service has met or surpassed their

requirements and expectations (Huang, Lee and Chen, 2019, pp.1449-1465).

Technology has had a significant influence on society, and its pervasiveness

has increased significantly in recent decades. As a result, hotels must keep up with

technological advancements in order to provide consumers with a unique

experience. Several studies have highlighted the importance of understanding what

visitors genuinely desire and how satisfied they are with the services and amenities

that are provided. As a result, getting consumer feedback is critical if you want to

attain a high level of customer’s satisfaction (Padma and Ahn, 2020, p.102318).

Statement of the Problem

1. What is the level of importance of technological amenities to customers in

selected hotels in Davao City?

2. What is the level satisfaction of technological amenities to customers in

selected hotels in Davao City?

3. Is there a significant difference between the demographic profile of the

customers and usage of technological amenities in selected hotels in

Davao City?

4. Is there a significant relationship between importance of technology and

customers satisfaction in selected hotels in Davao City?

Hypothesis of the Study

Ho1: there is no significant difference between the demographic profile of the

customers and usage of technological amenities in selected hotels in Davao

City.

Ho2: there is significant relationship between importance of technology and

customer’s satisfaction.
Review of Related Literature

In this section it presented a review of related literature of the technology as a

new method of hospitality. Specifically, thus review would focus on a topic which

appeared recurrently throughout the review of literature. The topics addressed in this

literature review include technology as a new method for hospitality, technology in

hotels and technology amenity guest satisfaction.

Technology as a New Method for Hospitality

Technology is described as "the transformation of the natural environment to

fulfill human goals and requirements (ITEA/ITEEA, 2000/2002/2007)" in ITEEA's

Standards for Technological Literacy, Content for the Study of Technology (STL).It is

the application of scientific findings to the manufacture of goods and services with

the goal of improving the human environment (Blinova et al., 2016, pp.10387-

10400).

In this hospitality industry, technology conveniences are often introduced to

improve the performance of hotel employees, allowing them to operate more

efficiently and to increase client pleasure (Chevers and Spencer, 2017). Many hotels

employ technology as a value-added service to help differentiate themselves,

improve visitor pleasure, and generate customer loyalty (Brochado, Rita and

Margarido, 2016). According to previous research, hotel technology installations may

improve customer happiness, increase productivity, and reduce costs, resulting in a

competitive advantage (Bilgihan and Wang, 2016). However, not all technologies

have a beneficial influence on guest satisfaction (Ling et al., 2016, pp.80-85) and a

wrong selection of technical facilities may result in client dissatisfaction (Chiang,

Chen and Hsu, 2019, pp.796-807). As a result, it is vital to comprehend what hotel
guests want and desire. This knowledge will assist hotels in determining which

products or services to provide or in adjusting existing offers to make them more

appealing to visitors while satisfying their needs and expectations (Brochado, Rita

and Maragrido, 2016).

Given the study purpose, this article focuses on hotel guest satisfaction with

technological facilities; hence, the following sections will give a review of

technologies utilized in hotels as well as studies that focused on guest satisfaction.

Technology in Hotels

The hotel business began adopting technology in the early 1970s and has

been constantly changing since then (Ristova and Dimitrov, 2019, pp. 144 – 154). In

general, the larger and more complicated a hospitality establishment (i.e., overnight

lodgings, food and beverage outlets, spa treatments, recreational activities, etc.), the

more reliant on automation it is (Alemayehu, 2020). Technology in hotels is often

applied at two levels: (1) at the managerial and operational level; and (2) for in-room

guest services.

Typically, guest-oriented technology facilities are provided to improve both

client happiness and the performance and functioning of hotel employees. Mini-bars,

electronic locks and safes, alarm clocks, desktop computers, entertainment systems,

temperature control systems, fire enunciator and security systems, and other in-room

technological amenities may be provided to give a more pleasant and safe

environment (Sharma, 2016). Table 1 shows a selection of hotel technological

amenities. As the travelling public becomes more digitally sophisticated, many

hospitality industry professionals highlight the relevance of in-room devices (Bilgihan

et al., 2016). Various in-room technologies are being used to give a more favorable
visitor experience, according to recent linked studies. Hotels are seeing better overall

guest satisfaction as a result of enhanced front office automation systems and, on

occasion, the assistance of a technology concierge (Alemayehu, 2020).

Given the literary discussion on the contribution of technology to hotel guest

satisfaction and the adoption of multiple technology amenities in hotels, the first goal

of the study is to assess the degree of guest satisfaction with various guest-oriented

technology facilities.

Technology Amenity Guest Satisfaction

Product selection is seen to be crucial in influencing consumer happiness

since it is based on need and expectation. Many studies have been conducted to

study the nature of hotel visitor satisfaction (Nobar, and Rostamzadeh, 2018, pp. 417

– 430) concluded hotel guest satisfaction is an essential component of long-term

success. The impact of hotel image on customer loyalty and the relationship

between satisfaction and congeniality, service, cleanliness, and pricing (Ntimane,

and Tichaawa, 2017). A workplace paradigm based on the notion that the most

influential elements contributing to visitor satisfaction were workers and facilities

(Laškarin Ažić, 2017, pp. 105 – 117). Several industry studies have focused on the

function and pace of adoption of hospitality technology (Law, Chan, and Wang,

2018, pp. 626 – 648). Despite some incongruent findings, research results support

the evolving importance of technology in property selection. Guest-related interface

applications (e.g., call accounting, electronic locks, energy management, in-room

entertainment, in-room vending, and information services) were shown to have no

significant influence on overall satisfaction in a survey of upmarket Korean hotels

(Ham et al., 2005). In a comparable study done in Thailand, researchers

acknowledged the overwhelming influence of technological amenities (e.g.,

television, mini-bar, telephone service, etc.) on customer satisfaction, regardless of

socio-demographic variables (Prayukvong, Sophon, Hongpukdee, & Charupas,

2007).

In-room Technologies

According to one research, hotel owners invested more on in-room

technology than any other technology for three years in a row. Networking (for

example, boosting wireless Internet access) and TV upgrades are the top two in-

room technology initiatives that will be implemented during the next 18 months

(Alemayehu, 2020). In a recent survey of lodging operators, 62.5 percent said they

had "successfully" or "very successfully" improved customer experiences using in-

room technology over the previous three years, while only 6.4 percent said in-room

technology had not improved customer experience, and 25% said in-room

technology installations had generated additional revenues, while 31.4 percent said

the installed technology had not generated additional revenues. The use of in-room

technologies did not increase income (Jung et al., 2014).

In-room technology has not only enhanced in-room services, but it has also

created new ways to entertain guests. Over the years, the guestroom experience

has evolved considerably. Hotel firms are increasingly transforming the field of in-

room entertainment, incorporating new technology into their rooms, in order to

provide service with more comfort and convenience to clients. (Brochado, Rita, and

Margarido, 2016).

Previously, there were few possibilities for amusement. Consumers now have

a plethora of entertainment alternatives because to rapid technological

advancements. They anticipate that hotels will provide at least the same level of

facilities as those found in their residences (Bilgihan et al., 2016). In their everyday

lives, guests use technology such as high-speed Internet, high-definition television,

digital entertainment devices, and VoIP. Many hotel customers consider their stay to

be a home away from home (Alemayehu, 2020).

In a survey, in-room entertainment systems came in second place behind

wireless Internet as the most important technology for hotel guests (Shukla, Verma,

and Baltoo, 2020). Because of the rising level of visitor expectations, hotels are

providing more rooms with a variety of modern entertainment equipment. According

to Microsoft, in-room entertainment is one of the fastest increasing income

generators in the hotel industry.

According to several surveys, numerous in-room technologies are being

adopted to improve the visitor experience (Bilgihan et al., 2016). In 2010, Marriott

International, for example, tried its Internet Protocol Television (IPTV) program in the

guestrooms of a trial hotel, the Courtyard Seattle Downtown/Pioneer Square in

Seattle, WA. in order to improve the level of service provided to guests According to

Neil Schubert, Vice President of Information and Technology for Marriott, the IPTV

initiative will allow hotels to provide an interactive service to guests in order to

provide them with a similar experience to what they have at home because half of

guests do not travel with their laptop electronic devices and 67 percent want to use

them with the hotel entertainment system (Alemaheyu, 2020).

At the moment, hotels, particularly upscale and luxury hotels, are trying to

give their guests with the most up-to-date technologies. However, according to a

linked study, a large proportion of customers do not value many of these

investments. Some technology entertainment options, like as game consoles,

Internet on TV, and in-room exercise amenities, are low on the priority list for

customers. Other technologies, such as Free-To-Guest TV, Guest-Device

Connectivity, and HSIA, on the other hand, are highly significant to consumers and

contribute to their high level of satisfaction. Some facilities, however, require special

attention since they were ranked as vital by visitors yet received a poor satisfaction

rating. Music, universal battery charging, and in-room desktop PCs were among

them (Šeric, Gil-Saura, and Mollá-Descals, 2016).

Peliz Nasoz (2011) conducted an online survey with 508 respondents to

examine 18 in-room technologies and discovered that the following were perceived

as the most important technologies by hotel guests: in-room movies, On Demand

services, in-room high-speed wireless Internet service, HDTV content, in-room

temperature control, in-room electronic safe, connectivity panels, and all-in-one

guestroom control units. He also discovered that they were pleased with the

functionality of these technologies and would like to employ them to enhance their

hotel stay. Alternatively, three relatively new technologies were rated as unimportant

by guests: 3D television, Internet on the TV, and mobile phone access to guestroom

locks. Finally, the following technologies were regarded as less important but with

high performance: in-room check-out system through TV, in-room video viewing of

visitor profile, and voicemail (Nasoz, 2011). According to a comparable survey,

HSIA, express check-in and check-out, and TV remote control were regarded as

having high importance and as high performance technology by visitors, who

described it as "Keep up the excellent job." Some technologies, on the other hand,

like as video conferencing capabilities, wifi access to the hotel website, business
center, and plasma screen TVs, were rated as "poor priority" for guests, with low

performance and satisfaction ratings (Brochado, Rita, and Margarida, 2016).

To summarize, while hotel owners are investing in technology, not all of it is

appreciated by guests, as seen by the disparity between the significance and degree

of satisfaction with technical services. As a result, it is critical to investigate guest

opinions in order to determine which technologies are truly important to guest. This is

one of the goals of this research.

Theoretical and Conceptual Framework

Guest Empowerment Technologies

Guest Empowerment Technology (GET) is a type of self-service technology.

Developed to provide hotel guests more personal control over their stay without the

need for direct engagement from hotel workers In-room check-out systems, check-in

and check-out terminals in the lobby, in-room entertainment systems, mobile

applications, online bookings systems, and other forms of GET are examples.

(Erdem et al., 2009).

Guest Empowerment Technology (GET), according to Van Hoof, Verbeeten,

Collins, and Combrink (1995, pp. 64 - 69), strives to improve the guest experience by

providing more comfort while reducing labor expenses and facilitating hotel

operations. For example, the installation of check-in kiosks decreased the amount of

manpower necessary for reservation operations, allowing employees to devote more

time to other jobs that would improve their level of customer service and, as a result,

guest satisfaction (Erdem et al., 2009). However, according to a linked study, self-

check-in was one of the five traits with the lowest overall satisfaction (Usta,

Cobanoglu, and Berezina, 2011). Nonetheless, a recent survey of 106 respondents

found that around 80% of customers would prefer to utilize self-check-in alternatives

such as kiosks, online, or other than walk to the front desk. Guests seek to replace

long queues with more efficient and time-saving technology amenities (Margarido,

2015). Another research conducted at the Cornell University Center for Hospitality

Research discovered that one of the most popular technological applications among

visitors was self-check-out (Verma, Victorino, Karniouchina, and Feickert, 2007).

The use of the GET results in not just a decrease in labor expenses but also

an improvement in customer satisfaction. Since a result, hotel management should

think about leveraging them to gain a competitive edge and to match consumer

expectations, as customers will expect to discover GET in their rooms (Erdem et al.,

2009).

Importance- Performance (Satisfaction) Model

The Importance-Performance model is a valuable tool used by managers to

build a company's strategic plan, to assist researchers in identifying improvement

possibilities, and to assess a firm's competitive position in the market (Martilla &

James, 1977; Hawes & Rao, 1985; Myers, 2001). Martilla and James (1977, pp. 77 –

79) developed it as a basic matrix to discover which product or service traits a firm

should focus on in order to improve customer satisfaction (Matzler et al., 2004, pp.

271 - 277). The Importance-Performance Analysis (IPA) model is also known as the

Importance-Satisfaction (IS) model since satisfaction is seen as a primary indicator

of service quality (Tonge and Moore, 2007, pp. 768 - 776; Aktas et al., 2007, pp. 265

– 273; Matzler et al., 2003, pp. 112 - 129). This tool can assess two aspects of

consumer attributes: significance and satisfaction (performance). It creates a two-

dimensional matrix, making it simple to examine, extract suggestions, and

comprehend the results. The interpretation of this matrix, according to Hansen and

Bush (1999, pp. 119 - 130), is fairly simple: the methods of importance-satisfaction

(performance) split the matrix into four quadrants (Figure 2).

5.0 Quadrant A Quadrant B

4.5
High Importance High Importance
Low Satisfaction High Satisfaction
4.0

'Concentrate Here' 'Keep Up the Good Work'

3.5

3.0
Quadrant C Quadrant D

2.5 Low Importance Low Importance

Low Satisfaction High Satisfaction
2.0

'Low Priority' 'Possible Overkill'

1.5

1.0
1.0 1.5
2.0 2.5 3.0
3.5 4.0 4.5 5.0
Attribute Satisfaction
Figure 1. Importance - Satisfaction Matrix

The first quadrant (A) includes the attributes that are perceived by customers

as very important, but with a low satisfaction level. Therefore, it is the area with

highest priority and the improvement efforts should be "concentrated here". The

second quadrant (B) captures the attributes that are very important to customers and

at the same time the ones that display a high customer satisfaction level ("Keep up

the good work"). Quadrant 3 (C) is called "lower priority" because the attributes in

this area are rated as having low importance and low satisfaction. In the case where

the attributes are not perceived to be very important limited resources should be
expended. Quadrant 4 (D) includes attributes of low importance, but with high levels

of satisfaction. Although customers are satisfied with those attributes they are not

very important for them, therefore managers should consider present efforts in this

area as superfluous.

Concept of Demography

In this study, respondents' demographic variables are classified based on

their age, gender, marital status, and employment status. According to Yeoman,

Hsu, Smith, and Watson (2010), demography is a classification of individuals that

marketers use to analyze and segment markets. Many marketers and consumer

behavior researchers segment their markets by categorizing consumers based on

demographic factors." "Furthermore, marketers have typically used demographic

analysis to segment their markets in order to develop trustworthy and valid features

of their target audiences (Yeoman et al., 2010)." "Hotel operators use demographic

profiles to improve their knowledge or understanding of client demographic

disparities in terms of happiness and loyalty" (Tsiotsou and Vasioti, 2006, pp. 69 -

82). "It is therefore critical for the sustainability of the hospitality business that hotel

management understands the impact of their customers' demographics on the

complete service marketing factors" (Yeoman et al., 2010). "However, the outcomes

of the majority of these investigations have been inconsistent (Sasikala, 2013, pp.

103 - 116; Serin, Balkan, and Doan, 2013, pp. 1 -7; Tsiotsou and Vasioti, 2006, pp.

103 -116; Kniatt, 1995)." "In most research, the most commonly utilized variables

describing demographics are gender, age, income, education, and occupation" (Lee,

Bai, and Murphy, 2012, pp. 569 - 588).

Independent Variable Dependent Variable

New Method of Hospitality Importance and Satisfaction with

 Technological Amenities Technologies

Moderating Variable

Demographic Profile

Figure 2. Conceptual Framework

Significance of the Study

This study will be conducted to assess or evaluate the effectiveness of

technological amenities on the customer’s satisfaction is selected hotels in Davao

City. Additionally, this study also aims to assess the significant relationship and

difference between the technological amenities and customer’s satisfaction in

selected hotels in Davao City.

This research contributes to the body of knowledge about the technological

amenities affecting customer’s satisfaction. Consequently, the result of this study is

significant because this will benefit the readers and future researchers who will be

conducting similar study as they explore different variables that have a relevant

factor to the study. Furthermore, this study will be also beneficial for this will serve as

the basis for technological innovation in the field of hospitality management. Also,

this study benefits the selected hotels in Davao City to improve their methods of

hospitality to satisfy the customer’s.

Definitions of Terms

Technology. An application of scientific knowledge to the practical aims of

human life or, as it is sometimes phrased, to the change and manipulation of the

human environment.

Customer Satisfaction. It is an internal feeling of every individual which may

be satisfaction or dissatisfaction resulting from the assessment of services provided

to an individual in context

Hospitality Industry. It is a broad category of fields within the service

industry that includes lodging, food and drink service, event planning, theme parks,

travel and tourism. It includes hotels, tourism agencies, restaurants and bars.
METHOD
Research Design

This study aims to assess the effectiveness of technology as one of the new

method of hospitality to its importance and satisfaction to customers. The

researchers will look upon the application of the technology how important that

certain technology and to satisfy the customers of the certain organization from one

point in time. Thus, this study will utilize descriptive quantitative method in cross-

sectional research design that entails gathering of information about prevailing

situations, subjected to interpretations (Cummings, 2018). It utilized the process of

disciplined inquiry by analyzing empirical and numerical data. A cross-sectional

research design, as defined by Setia (2016) is a quantitative non-experimental

design that measures outcomes and exposures from one point in time. Additionally,

as stated above, the researchers will also utilize a non-experimental quantitative

design for they will not dwell into the cause and effect but rather on the relationships

between the variables.

Research Subject

Davao City consists of 218 best hotels according to the statistics. Thus, the

researchers have chosen selected hotels in Davao City to which they will conduct

the study.

This study accommodated 402 customers from selected hotels in Davao City,

ages 18 years old and above. This age group has been chosen, since they have

peak participation in public activities, making them more committed and voluntarily

involved (Verbrugge et al., 1996). Moreover, the researchers will utilize a random
sampling method, specifically a simple random sampling technique in gathering the

respondents for the study. Each and every member of a population will have the

chance of being included in the sample using this method (Taherdoost, 2016).

Research Instrument

Quantitative data will be collected in order to attain better outcomes and to

follow the recommendations of past studies. An examination of website content will

be conducted in order to determine which technological amenities are most

significant to clients and satisfy their hotel preferences in Davao City. The

researchers will utilize an adapted, modified questionnaire from the study entitled,

The Impact of Technological Amenities on Customer Experience in Upscale Hotels

(Margarido, 2015). The questionnaire for hotel guests was completed after a review

of the literature and using all of the information gathered from website research. The

questionnaire is broken down into three sections. The first section includes five

questions centered on demographic characteristics, allowing respondents to be

categorized: age, gender, marital status, nationality, and current employment status.

In the second section, it also asks guests for their opinion regarding the importance

and satisfaction with technological amenities in the hotel.

To measure the importance of the in-room entertainment technological

amenities, the following five-point Likert-type scale response format was used.

Further, mean and standard deviation were employed to analyze the answers of the

respondents, where:

Value Descriptive Equivalent Interpretation

4.21- 5.0 Not Important Very Low
3.41- 4.20 Less Important Low
2.61- 3.40 Neutral Moderate
1.81- 2.60 Important High
1.00- 1.80 Very Important Very High
To measure satisfaction with in-room entertainment technological amenities,

the following five-point Likert-type scale response format was used. Further, mean

and standard deviation were employed to analyze the answers of the respondents,

where:

Value Descriptive Equivalent Interpretation

4.21- 5.0 Very Dissatisfied Very Low
3.41- 4.20 Dissatisfied Low
2.61- 3.40 Neutral Moderate
1.81- 2.60 Satisfied High
1.00- 1.80 Very Satisfied Very High
They were instructed to rate the importance of technological amenities first,

followed by their satisfaction with them. These items were gathered based on the

technologies found on the websites as well as a review of the literature. The list

contains the following nineteen technologies (15 in the room and two in the lobby):

LCD Television, CD/DVD player, cable/satellite TV, video gaming On Demand,

movie On Demand, mini bar, alarm clock, air conditioning, wireless Internet, fixed &

portable telephones, voicemail, in-room electronic safe, TV-speakers /music in WC,

hair dryer, coffee/tea making facilities, Wi-Fi access in public areas and a 24 hour

Net center (business center). In the third section, customers are polled to gauge their

level of satisfaction with the available technological amenities. This questionnaire

was created using questionnaires from previous studies (Bhangu, 2013; Nasoz,

2011).

Data Gathering Procedure

The researchers have observed the following steps in conducting the study:

Permission to Conduct the Study. The researchers will ask consent to the

Dean of the College of Hospitality Education of the University of Mindanao through a

formal letter noted by the research adviser in handling the study. Also the

researchers will ask consent to the chosen hotel to conduct the study.

Administration of Research Instrument. After getting the necessary

authorization, the researchers will disseminate the adapted questionnaires to the

respondents through online survey forms. Pilot testing of the survey questionnaire

will be done to ensure the reliability and validity of the data to be obtained. Giving of

the letter of consent explaining the procedure of the study is the first task of the

researchers. The researchers will explain that their identity will be kept confidential.

After the respondents will agree to the terms and agreements of the study, the

survey questionnaire will be given to them via an online platform, the Google Forms.

Enough time was given to the respondents in answering the inquiries. Lastly,

observing research ethics throughout the process is a mandatory requirement for the

researchers. However, if the research gathering through online platform will not be

feasible, enumerator will be hired by the researchers to gather the data needed.

Retrieval, Collation, and Tabulation of Data. The researchers will gather

the data once the expected number of respondents were all done. The researchers

will then tally the data using Microsoft Excel. After which, the raw data will be sent to

the statistician for the interpretation and analyzation of the data, for the researchers.

The results will be analyzed using Statistical Package for the Social Sciences

(SPSS) software. The discussion of the output from the data processing is through

the presentation, analysis, and interpretation of the results. Providing the complete

breakdown of the results in achieving the study's objectives and recommendations

will be use to formulate reasons and a conclusion that would benefit the study.
Permission to Conduct the Study

Administration of Research Instrument

Retrieval, Collation, and Tabulation of Data

Figure 3. Data Gathering Procedure of the Study

Statistical Treatment of Data

An exploratory factor analysis with VARIMAX rotation was employed on the

data from the perceived importance of the in-room entertainment-technology

amenities of the survey respondents. The primary objectives of using a factor

analysis were: (1) to create correlated variable composites from the original in-room

entertainment-technology amenities so as to identify a smaller set of dimensions or

factors that explained most of the variances among the attributes; and, (2) to apply

the derived factors in the subsequent importance performance analysis (IPA). The

survey responses were analyzed for data, and the results were coded and reported.

Version 22 of the Statistical Packages for Social Science will be used to analyze the

data (SPSS) in order to investigate demographic characteristics.

The main analysis of the current study involved the importance performance

analysis (IPA). This tool allowed us to create a two-by-two matrix of the relative

positioning of the in-room entertainment technology amenities, based on high or low

importance and high or low performance (satisfaction). Importance-performance

analysis yields important insights into which aspects of the marketing mix a firm
should devote more attention to, and it identifies areas that may be consuming too

many resources (Martilla & James, 1977).

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Research Questionnaire

The goal of this study is to determine the importance and satisfaction of

technological amenities to customers. The target participants of this questionnaire

are customers, with more than 17 years old. All answers are anonymous and

confidential; the data collected will be used just for academic purposes.

Thank you in advance in your cooperation.

Part I – Demographic Characteristics

1. How old are you?

18 – 25 55 – 64

26 – 34 65 or over

35 – 54

2. Gender?

Female Male

3. Marital status?

Single Married/live together

Divorced Widowed

4. What is your current employment situation?

Employed

Unemployed

Studying

Retired

Studying and working

Part II - Last hotel stay in Davao

1. What was the last hotel where you stayed in Davao? (Name of the hotel

please): ______________________________

2. Why did you choose this hotel?

Location

Technological Amenities (ex: Wi-Fi)

Service and Facilities

Price/Quality

Recommendations

Website Reviews

Other: _____________

3. In your last hotel stay, in Davao, did you travel:

Alone

With friends

As a couple

With family

Other: _____________
Importance and satisfaction with technologies according your last hotel stay

in Davao.

Please rate the technologies below according an importance scale from 1 to 5.

Point Equivalent: 1 – Not Important 4 – Important

2 – Less Important 5 – Very Important

3 – Neutral

In-room Technologies: 1 2 3 4 5
LCD Television
CD/DVD Player
Cable/satellite TV
Video gaming on demand
Movie on demand
Mini Bar
Alarm Clock
Air Conditioning
Wireless Internet
Fixed & portable telephones
Voice Mail
In-Room Electronic Safe
TV-Speakers /Music in WC
Hair dryer
Coffee/Tea making facilities
LOBBY:
Wi-Fi access in public areas
Net center 24 hours
Please rate the technologies below according your satisfaction scale from 1 to 5.

Point Equivalent: 1 – Very Dissatisfied 4 – Satisfied

2 – Dissatisfied 5 – Very Satisfied

3 – Neutral

In-room Technologies: 1 2 3 4 5
LCD Television
CD/DVD Player
Cable/satellite TV
Video gaming on demand
Movie on demand
Mini Bar
Alarm Clock
Air Conditioning
Wireless Internet
Fixed & portable telephones
Voice Mail
In-Room Electronic Safe
TV-Speakers /Music in WC
Hair dryer
Coffee/Tea making facilities
LOBBY:
Wi-Fi access in public areas
Net center 24 hours