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5.3 Data collection 
The technical specification of the survey is presented in the table 7.  
Table 7: Characteristic of survey 
Characteristics Survey 
Sample size 
114 
Method of information gathering  Personal interview 
Online survey 
 
In order to identify important quality attributes for the hotel services and the different 
expectation of male and female customers from different continents, a total 114 respondents 
were asked to participate. The respondents are got to know from outside of the hotels, at the 
airport, in the city centers and online survey. Most of respondents have had experiences with the 
hotel services, they would provide an evaluable respond regarding to the services. Moreover, the 
response rate was quite high, so this survey method was chosen. 
The participants answered the questionnaire. Then the results was gathered from the all survey 
and computed for interpretation.  
5.4 Managerial implications 
 
It is suggested from the results that the service quality is a dynamic concept that should be 
continuously monitored because some changes always exist over the time. 
There are some service quality components which have low scores corresponding to their 
importance. However, this should be re-measured to capture the changes customer expectation 
and perception in different period. 
5.5 Construction of survey questionnaire 
The survey (see Appendix 5) consists of 23 questions collecting the information about hotel 
choice, expectations and attitudes of guests, the different expectation between female and male 
guests; and the last 4 questions collecting demography information. 
 

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Hotel staying purpose 
1.
 
On which occasions do you need to stay in a hotel? 
This question figures out the purpose for what a guest choose a hotel for staying. It also 
helps hotel managers have an idea how hotel rooms should be designed, facilitated for the 
targeting group. 
 
Hotel pattern 
 
2.
 
Which type of hotels do you most likely stay in? 
This question is to see what kind of hotel the customers choose regularly 
Hotel selection/promotion 
3.
 
Which sources help you choose a hotel?(please choose all that apply) 
This is to explore what are the channels the respondents use when choosing a hotel. This 
is to give an idea for the hotel managers how to market their service 
4.
 
Which factors do you need to consider when you choose a hotel? 
This question is to identify the most important factor respondents consider when they 
choose a hotel for staying. 
5.
 
Choose top 3 offers of your interest 
The hotel offering/promotion is very important to attract customers. By knowing what 
offers are preferred by customers, hotel can develop the effective promotion strategy. 
Hotel services and customer expectations 
6.
 
Please rate the following hotel service by its importance 
7.
 
Which other properties in a hotel are you also interested in? (Please check all that apply) 
8.
 
Which additional services do you expect from a hotel? 
Questions 6, 7 and 8 are to identify what services, properties customers expect from 
hotels and the importance level of those services. From understanding the customer 
expectation, hoteliers/hotel managers can give the better decision in improving the 
service quality.  

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9.
 
Which facilities do you need in the bathroom of a hotel? 
10.
 
Refer to bathroom amenities; do you think if it is necessary? 
The aim of questions 9 and 10 also is to identify customer expectation but they are more 
specific on the bathroom amenities in the hotels. 
 
Customer expectation of a specific kind of guests (family) 
11.
 
When you travel with your family, you prefer (please check all that apply) 
Question 11 is used to suggest services that hotels should provide to guests when they 
are family. 
 
Customer expectation of specific gender 
12.
 
Do you prefer a separate package for your gender?  
Question 12 suggests if the men and women like a specific package for them. 
13.
 
According to you, a package for women should include: (please check all that apply)  
(This question is only for female customers) 
14.
 
According to you, a package for men should include: (please check all that apply)  
(This question is only for male customers) 
Different guests have different demands. Questions 13 and 14 are to explore the 
expectation of female and male customers separately. Understand the different desire 
between men and women, hoteliers / hotel managers can improve customer satisfaction 
as well as better strategy when the hotels focus on the targeting guests. 
Three questions 12, 13, 14 combined with all others questions can draw a quite complete 
picture about the differences of gender and culture in customer evaluations and 
expectations.  
 
Customer satisfaction in service failure 
15.
 
Which kinds of issues that have you encountered in terms of hotel services? (please check 
all that apply) 

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