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Our Motel Customer Satisfaction Survey is a one-half-page, two-color paper questionnaire. The back of the questionnaire has The Business Research Lab's return address. Description follows below.
Purpose of this Questionnaire
Track satisfaction of motel customers. Identify areas for improvement.
Who Would Benefit from Purchasing this Questionnaire?
Any motel owner or manager who wishes to keep customers coming back and spreading positive word-of-mouth advertising about the motel.
General Description of the Information Obtained by this Questionnaire
- Date and time of visit.
- Overall satisfaction.
- Special requests made at time of reservation.
- Nine "Attribute" ratings.
- Repeat stay probability.
- Recommendation probability.
- Respondent Comments.
The Printing Process
We have a working relationship with a printing specialist. Once we have modified our questionnaire and cover letter to suit your business, our specialist will handle the printing. If you want to have the questionnaires mailed to you instead of to us, our printer will accommodate your need.
The Questionnaire Distribution and Receipt Process
There are two ways the questionnaires can be distributed. You must choose one of the two methods. We highly recommend that whichever method you choose, you not change from that method. The pros and cons of each method are outlined below.
- Method #1 -- Mailing: Mail the questionnaire to a random sample of customers within two days following checkout, using your letterhead and outgoing envelope. This is the recommended method. The simplest way to "randomize" the distribution process is to distribute to every "Nth" customer (for example, every 10th customer). The mailing would be handled by your office.
- Method #2 -- Handout: At check-out, the motel representative hands the questionnaire directly to the customer. While representative is doing this he or she says something like "here is a short questionnaire; we would very much appreciate it if you could give us your opinion of your stay here and drop it in the mail. It only takes a couple of minutes to complete." The script should be adapted to meet your specific needs.
Method #1 reduces the possibility of questionnaires not being distributed, either intentionally or unintentionally. This is its primary advantage. It loses a large part of this advantage if front-desk employees are well-trained and or closely supervised, which will make it more likely that questionnaires are distributed properly. Because you will be able to mail to a random sample of your customers if you use this method, you will need to distribute many fewer questionnaires than you would with method #2. This method reduces the possibility that the questionnaire will be lost or forgotten, as travelers typically are very busy.
Method #2 has two primary positive impacts on the customers. First, it ensures that customer satisfaction is at the top of the desk employees' minds, since they are forced to think about it during every sale. Second, the customer will have an opportunity to fill-out the questionnaire while the experience is still fresh in his/her mind. There also are disadvantages to this method. The first is that, in an unsupervised environment, employees can forget to give a questionnaire to a customer, or worse yet, could intentionally not give questionnaires to customers who they feel might rate them poorly. The second is that, in an unsupervised environment, an employee might try to coerce a customer into giving him or her a good rating. The only way to completely guard against the possibility of employees distributing questionnaire to only "happy" customers is to somehow force them to distribute them to all customers, which can run distribution and reporting costs up quickly.
We do not recommend just "leaving" blank questionnaires in the motel room or the front desk, unless they also will be distributed via one of the two methods described above. The reason for this is that this method of distribution, if the sole method used, encourages what we call "non-response bias," which makes it more likely that those who reply are not representative of your typical customer. There will be more of a tendency for irate or extremely pleased customers to respond if this is the sole method of distribution. As such, you'll miss the opinions of customers with typical experiences or expectations.
The questionnaires should either be mailed to us or to your office directly, rather than having them returned to the front desk or left in the motel room. This eliminates the possibility of employees sifting through completed questionnaires in search of negative comments, which they could then withhold.
The Analysis Process
We will collect completed questionnaires until whatever time cut-off you specify. We will enter all data and provide a report summarizing the quantitative results. All comments will be transcribed verbatim and included in the report. Our price includes one analysis, for any time period you define. If you contract with us to provide reports for different time periods, we will show quantitative trends in the data.
You Will Receive Copies of the Following
- Questionnaires, customized with your company's name.
- Cover letters, printed on your letterhead.
- Outgoing envelopes, with your return address and/or logo.
Return Postage
Our price includes return postage. At your choice, questionnaires can either be returned to your place of business or to ours. In either case, your customers should incur no postage costs, so the postage must be pre-paid. If you want the questionnaire to be returned to you, your return postage fees would be paid to the US Postal Service instead of The Business Research Lab. If you choose to have the questionnaires returned to you, we will adjust our price accordingly.
Pricing
For a bid, call us via our toll-free number, 1-866-960-9824. Or, if you prefer, contact us by email.
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