Forum for People Performance Management and Measurement - Hotel Study Forum for People Performance Management and Measur | Page 10

Result 1: Total Spending
Of the four psychological drivers, only one, Tries to Satisfy, is a
significant determinant of total spending dollars. A statistical
analysis of the relationship between Tries to Satisfy and total
spending generated a response coefficient of 2.27, indicating a
10% increase in a customer’s score on Tries to Satisfy yields a
22.7% higher level of spending over the three years. The table
below (Table 1) shows a comparison of the index scores on the
four psychological dimensions for customers grouped according to
spending level.
Table 1
Mean Index Scores for Total Spending Categories
2003-2005 Fast and
Tries to
Options and Strives for
Spending
Efficient
Satisfy
Amenities
Precision
Category
Top 20%
105.0
104.8
98.7
113.5
Bottom 80% 103.7
103.2
101.2
107.8
Top 33%
104.3
Middle 33% 104.7
Bottom 33% 102.9
111.8
107.7
107.8
104.3
103.6
102.6
99.2
102.0
100.8
Among the four value drivers, Tries to Satisfy is the only one to
have a statistically significant difference in the index score
between the top 20% and bottom 80% of customers, grouped by
spending levels. This indicates that these top Total Spending
customers generally think the major hotel is succeeding at trying
to satisfy its customers.
Result 2: Spending per Visit
Of the four psychological drivers, only one, Tries to Satisfy, is a
significant determinant of total spending per visit. A response
coefficient of 2.03 reveals that a 10% increase in Tries to Satisfy
yields a 20.3% increase in spending per visit. The table below
(Table 2) shows a comparison of the index scores on the four
psychological dimensions for customers grouped according to
spending per visit:
Table 2
Mean Index Scores for Spending per Visit Categories
2003-2005
Fast and
Tries to
Options and Strives for
Spending
Efficient
Satisfy
Amenities
Precision
Category
Top 20%
105.2
105.4
100.7
113.9
Bottom 80% 103.7 107.9 103.0 101.0
Top 33% 104.7 112.4 104.7 99.1
Middle 33% 104.8 108.2 102.9 101.8
Bottom 33% 102.8 107.3 103.0 100.7