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Article Evaluation

In: Business and Management

Submitted By ABCDEFGLEE
Words 533
Pages 3
Article: The Study of Hotel Customer Behavior and the Methods Applied to Achieve Their Satisfaction
By Chanamon Niyomdej

1. Structure
This paper aims to help hospitality management executives and students in this filed to understand hotel customer behavior and the methods which can be applied to achieve their satisfaction.

2. Main feature of the article
This article is trying to provide the basic consumer behavior and their decision making process. Using data collected, the findings indicate that a good relationship with customers and quality performance of housekeeping, reception, food and beverage, value for money is positively correlated to customer loyalty.

3. Methodology and Results
The methodologies issues and consideration involved in obtaining and handling the data used in the study has been divided into two. One is investigation/ direct work experience and the other is interview.
This study proved that customers go through a five-stage decision making process in any purchase whether it is a product or service. Because the decision making is a cognitive one, it’s more psychological in nature. * Need recognition and awareness: in this phase, the customer recognizes and becomes aware that he/she has a need. * Searching for information: in this phase, the customer begins to search for information regarding for the solution for the need that was identified. The industry of the search depends on whether the purchase is a big deal to the customer. * Evaluating of alternatives: in this phase, the customer evaluates each alternative solution to determine which one is the best for him/her. * Purchase: in this phase, the customer evaluates where and when to purchase and make the purchase. If the need is not great and the solutions the customer finds aren’t desirable enough to motivate purchase, the customer may postpone the…...

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