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of hotel employees toward the guests directly impact to the gust patronization, consequently, to 
the profitability of the hotel.  
 
In the same research, Hokey Min, Hyesung Min and Ahmed Emam (2002) also showed that 
there is a correlation between customer’ gender and his/her purpose of the trip. For the travelling 
purpose, the female customers are five times more than the male ones staying in the hotel. 
Considering this ratio, the hotel should pay attention to the amenities to satisfy the female tourist 
so that they can gain more patronization.  
 
Moreover, the young male guests in their 20s are more volatile, therefore, more prone to move to 
the competitors’ hotels than the female guest in their 30s and the male guests in their 30s as well 
as the female guests in their 40s are likely to stay in the same or similar hotel in the next trip.  
3.2.4
 
Impact of gender on Loyalty Emotion 
 
The Market Metrix Hospitality Index (MMHI) has pioneered some proprietary measures of 
customer satisfaction, including Loyalty Emotions. Loyalty Emotions correlate specific emotions 
that a hotel elicits in a guest and how those emotions impact satisfaction of the guest. Several 
hotels that provide certain Loyalty Emotions obtain higher rates and can increase prices with 
fewer defections.  Those hotels such as Staybridge Suites  elicit preferred emotions, but those 
emotions differ between the genders.  Women are more responsive to the “primary” emotions 
which included comfortable, relaxed, content, secure and welcome; while the “secondary” 
emotions which included pampered, entertained, inspired, important, extravagant, elegant, 
sophisticated and hip/cool appear to have a bigger impact on men. This research suggested the 
significant difference between female and male guests. 
Catching this emotion tendency, some hotels make the different packages for the specific gender. 
But until now, most of the target customers of those special packages are the female customers. 
Some of them pay attention on the female adult, such as the Rouge- A Kimpton Hotel, one hotel 
in Washington DC. This hotel provides the “Girl’s Weekend Getaway Package”: 

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“Get away with your girlfriends and enjoy a playful weekend in Washington, DC. Enjoy 
shopping in Georgetown and DuPont Circle, dining at fabulous restaurants, sightseeing at 
museums and art galleries, and sipping martinis at Rouge Bar with your coolest gal pals.  
Girl’s Getaway Package includes 
Deluxe Guestroom Accommodations 
Choice of Wine or Martini Fixin’s 
Sex & the City DVD In Room 
•
 
Take-Home Goodie Bag with Gilchrist & Soames Bath Products 
•
 
Option to add in-room manicures/pedicures”. 
Other hotels pay attention to the female kid. For example, the Sutton Place Hotel Chicago 
attracts the girl by “American Girl Place Package”: 
“Make your daughter, sister, niece or other special girl’s next visit to Chicago a most 
memorable one by booking the American Girl Place Package. American Girl Place Package 
includes:
 
•
 
Deluxe accommodations (can be a king or two double beds).
 
•
 
Welcome letter to girl and her doll upon check-in.
 
•
 
An American Girl® doll-sized travel bed to take home(Available exclusively in hotels 
participating in program.)
 
•
 
Sutton Place Hotel Princess breakfast and one adult breakfast**.
 
•
 
Sedan drop off and pick up service to and from American Girl Place Chicago. Advance 
schedule required (Mon - Fri: 10am - 6pm, Sat & Sun: 9am - 6pm).
 
•
 
Complimentary American Girl Place DVD selection to watch during stay.
 
•
 
Milk and cookies for girl and her doll at turn down service each night.
 
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50% off valet parking.
 
•
 
Complimentary wireless internet service.
 
•
 
Complimentary local calls”
5
 
                                                            
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http://www.chicago.suttonplace.com/
 

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 Understanding the difference between the desire and emotion of men and women, when 
building the strategic planning, hotel managers should pay attentions on each gender separately. 
“Hotel offerings and advertising could be developed to focus on select and different emotional 
themes for women and men,” said Jonathan Barsky, Ph.D, Market Metrix co-founder and partner 
and University of San Francisco marketing professor. 
                                                                                                                                                                                                
 

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CHAPTER 4: CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY IN 
DIFFERENT CULTURES 
As global competition increases, understanding the culture impacts on customer satisfaction 
becomes more and more important for the hotel management. Culture provides the framework 
for social interactions, social rules and customer expectations which are related to service 
encounter are likely vary from culture to culture (Pucik and Katz, 1986). This chapter provides 
the definition of culture as well as the levels and dimension of culture in the hotel industry. It 
also describes some impacts of different cultures, especially Asian and Western countries, on 
customer satisfaction in general and more specifically on consumer complaint behavior. 
4.1 Definition of culture 
 
Pizam et al (1996) suggested that culture exists at variety level of society ranging from 
civilization culture to ethnic culture, occupational culture, organizational culture and industry 
culture. It makes the definition of culture even broader so it is difficult to aim at define all of 
them. However, there are some popular definitions about culture: Culture is the collective 
programming of the mind which distinguishes one group of people from another (Hotstede, 
1980). Another definition is stated by Ferraro, 2002, “culture is everything that people have, 
think and do as members of their society”. Culture also can be defined as the sum of learned 
beliefs, values and customs that create behavioral norms for a given society (Yau, 1994).  
4.2 Levels of culture 
 
Culture can describe itself in layers. Trompenaars and Hampden-Turner (2003) compare their 
initial figure of culture level with “an onion” which consists of three layers of culture:  
 
 
Artifacts and products (or explicit culture): the outer layer as material culture which is 
everything necessary to support human life (Urriola, 1989). For example, when a guest enters 
a hotel, the exterior architecture and interior design reflect the outer layer 
 
Norms and values: Norm is the mutual sense a group has of what is “right” and “wrong”; it 
can be social control or formally written as laws; while values represent the idea of what is 

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