1. Adam Pawlicz University of Szczecin
DETERMINANTS OF RESPONSE TO CUSTOMER ENQUIRIES TO HOTELS: EVIDENCE FROM POLAND
Adam Pawlicz
University of Szczecin
Szczecin

2. Agenda Introduction E-mail as a part of customer service
Researching customer satisfaction via s in hospitality
Methodology

3. Introduction
The number of Internet users in 2011 has exceeded 2 billions worldwide
Tourism organizations that fail to provide an appropriate service via Internet face similar difficulties that those organizations that fail in traditional marketing.

4. E-mail as a part of customer service
is commonly used in homes and organizations.
In hospitality customer still need a personal interaction
Will it become obsolete?

5. Researching customer satisfaction via e-mails in hospitality
one country
Sample >200
Quality of response is measured in terms of:
Number of questions answered
Response ratio
Response time

6. Usual hypothesis
Hotel size
Chain
Star rating
Others

7. Methodology
s has been sent to hotels across one country – Poland
sent twice, to 200 hotels
Sample stratified across hotel category and regions

8. Methodology (2) Hypthotesis
Quality of responses in big hotels is better than in small ones.
Quality of responses in better in hotels with higher category.
Quality was conceptualized as a set of three elements: (a) response rate, (b) information depth and (c) response time.

9. Results of the survey (Response behaviour and star rating (Information depth) – 2b)
Category
High
Low
Total
No. of hotels
102 63
165
Mean of answered
questions
3,18
2,94
3,09
t = 1,25 α = 0,05 tCV = 1,97

10. Results of the survey (hotel size)
Poland 2011
Austria 2002
Response rate
Not supported
Information depth
Supported
Response time
Partly supported

11. Results of the survey (star rating)
Poland 2011
Austria 2002
Response rate
Supported
Information depth
Not supported
Response time

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