Using customer satisfaction to segment the resort hotel customers

| April 3, 2014

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The aim of this research is to apply the marketing segmentation and customer satisfaction theories to understand the resort hotel customers. Segments of resort hotel customers will be identified according to their satisfaction. In addition, the segments would be compared in order to ascertain different characteristics of the certain segment.
In the literature review part, it is suggested to structure from 3 aspects, Market segmentation, Resort hotel and Customer satisfaction.
In the methodology part, it is decided to use the questionnaire survey focus on the Chinese market. The sample size of the participant will be 200. And it is necessary to attach the entire version of the questionnaire with the dissertation. If it is necessary, I can assist to collect data by using the designed questionnaire.
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