This study’s purpose was to investigate, given the guest's opinion, the level
of satisfaction in developing commercial hospitality. The major objectives
were: i) to investigate the corresponding factors to the guest’s satisfaction
level, correlating them to the planning characteristics on the operational
(OL), tactical (TL), and strategic (SL) levels; ii) To create, given the latent
factors/variables, the Customer’s Satisfaction Normalized Index (CSNI),
per group, according to gender, age, and schooling's control variables, as
the basis for a Customer’s Satisfaction Measurement Model (CSMM); iii)
proportionating, from the CSMM, theoretical and practical contributions
that favors the expansion of the academic and scientific literature’s fields
on the guest’s satisfaction, as well as business practice, in the context of
developing commercial hospitality. The methodological procedures
included a bibliographical review and fieldwork with 252 guests from 40 of
the metropolitan region of Belém do Pará (RMB) commercial hosting
facilities, through the application of a structured questionnaire. The
collected data were submitted to the exploratory and factorial analysis, as
well as the creation of the Normalized Satisfaction’s Index (NGSI) in
support to groups’ formation, through Cluster’s analysis. The applied
techniques and tests culminated on the CSMM validation, since they
provide essential information to the company’s best performance when
considering the customer’s perception on receiving the service.
MMSH states these evidences coming up from factors related to the
organizational strategy, communication and marketing, operation services,
technology and care, human resources and food & beverages, which,
regarding the NGSI and the satisfaction groups, present the results of the
study. The dimensions referring to gender, age and schooling, according
to the NGSI and cluster’s analysis, help to explain the experience lived by
the guest. The study indicates that there is no evidence of equality of
satisfaction among the three levels of schooling in the investigated
commercial hospitalities, although the average level presents a difference
in relation to the others. In the study’s overall outcome, both genders, male
and female, from groups of classes between 18 to 30 years old, manifest
greater dissatisfaction in their staying experience. On the other hand, the
guests among ages of 31 and 50, who corresponds to the majority of those
investigated in the study, presents a good level of satisfaction in the
lodging. It turns out that there were guests overall satisfied with the staying
experience, in the RMB’s commercial hospitality.
The .
The research expands the current theoretical knowledge on the guest’s
experience in the MHC, from the NGSI creation, segregated into
satisfaction groups that may follow on new lines of investigation. It also
provides empirical experience by providing contributions to managers so
that they enhance the customer’s experience when offering services at
MHC. It is believed that the proposal model will help other developing
comercial hospitality regions.
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