MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on Vacation Resorts by CLUB MED. www.mtm.iulm.it

1. ARIES CRISCIONE
STEFANIA RAMPINI
STEFANIA TEDESCO

2. SYLLABUS
 Introduction of the Firm
 Executive Summary: Problems and Objective
 Methodology: Customer Satisfaction Survey
 Statistic Tools
 Graphs/Charts/Pictures
 Important Results
 Conclusions and Suggestions

3. CLUB MED
 CLUB MEDITERRANEE (common name: CLUB MED)
is a French Company of Vacation Resorts in many
parts of the world, usually in exotic locations
 Founded in 1950 by Gérard Blitz. The first village was
opened in Mallorca
 The villages ar now divided into 3 different types:
1. FAMILY resorts (Kamarina)
2. RESORTS for everyone
3. RESORTS for adult only

4. CLUB MED KAMARINA 3 ***RESORT
 A Family All Inclusive Resort with 680 rooms located in
Ragusa (Sicily)between Etna and the Mediterranean Sea
What’s included?
 ACCOMODATION
 BAR and RESTAURANT
 SPORTS and ENTERTAINMENT
 CHILDCARE
 TRANSPORT PACKAGE

5. Further Details
 PRICE= 1 week HIGH SEASON 2700 € (2 px no
transport)
1 week LOW SEASON 1500 € (2 px no
transport)
 TYPES OF ROOMS=
1. DELUX: ideal for family, with balcony
2. CLUB: in the bungalows, ground-1st floor, with the
sea view
3. SUITE: at the 2nd/3d floor, shoreline

7. EXECUTIVE SUMMARY
 PROBLEM: LOW QUALITY because of:
• NO FOREIGN LANGUAGES SPOKEN BY THE STAFF
• OLD FACILITIES
• FEW ACTIVITIES FOR YOUNG and ADULT PEOPLE
 OBJECTIVE IMPROVE CUSTOMER
SATISFACTION

8. CUSTOMER PERCEPTION SURVEY
 RANDOM Survey: every 5 customers at the end of their stay
 The questionnaire is divided by departments (ROOMS,
RECEPTION, F & B, BEACH, TRANSFERS,
ENTERTAINMENT, COMMON AREAS) and uses ODD
RATING SCALE: from 1(NOT IMPORTANT AT ALL) to 7
(EXTREMELY IMPORTANT)
 «K. RESORT WILL BE PLEASED TO RECEIVE YOUR
ANSWERS IN ORDER TO PROVIDE YOU A BETTER
SERVICE»
 HOW WOULD YOU EVALUATE THE FOLLOWING
ATTRIBUTES OF EACH DEPARTMENT OF OUR RESORT?
(Please cross the number you choose)

9. 1) ROOMS: ex. CLEANNESS, ROOM AMENITIES
2) RECEPTION: ex. HELPFUL PERSONNEL, EFFICIENCY
IN CHECK IN/OUT, EFFICIENCY IN SOLVING
PROBLEMS
3) F & B: ATTRIBUTES (ex. FOOD TASTE, VARIETY OF
MENU); SERVICE RELATED ATTRIBUTES (ex. SPEED of
service)
4) BEACH: ex. CLEANESS, EQUIPMENT, OTHER
SERVICES
5) TRANSFERS: ex. ADEGUATE
6) Similar survey method for ENTERTAINMENT and
COMMON AREAS
 SATISFACTION QUESTIONS (I am satisfied with this
resort)
 GEOGRAPHIC QUESTIONS: ex. AGE, GENDER, LEVEL
OF EDUCATION

10. SATISFACTION QUESTIONS

11. DEMOGRAPHIC QUESTIONS

12.  Our customers after their vacation
 We collect information through:
- face-to-face
- by phone
- on-line surveys
Motivating is really important to get more satisfactory
information
 Around 60 questionnaires because of the short-time survey
TARGET POPULATION
SIZE OF OUR SAMPLE
DATA COLLECTION METHOD

13. APPLICATION OF STATISTIC TOOLS
 DESCRIPTIVE ANALYSIS GENDER
SEGMENTATION
NATIONALITY
POTENTIAL CUSTOMER
RETURN
 REGRESSION CUSTOMER
SATISFACTION
by
ATTRIBUTES of each
DEPARTMENT

14. DESCRIPTIVE ANALYSIS
1)

15. 2)

16. 3)

17. ROOM 4,9
RECEPTION 4,6
FOOD & BEVERAGE 5,3
STAFF F&B 4,3
BEACH 4,2
TRANSFER 4,8
ENTERTAINMENT 3,7
COMMON AREA 4,4
The average of each attribute

18. REGRESSIONS
Statistica della regressione
R multiplo 0,462255108
R al quadrato 0,213679785
R al quadrato corretto 0,143784655
Errore standard 0,958525684
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 4 11,23528308 2,808820771 3,057148389 0,026001518
Residuo 45 41,34471692 0,918771487
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 2,440255847 1,046631621 2,331532697 0,024262042 0,332231552 4,548280143 0,332231552 4,548280143
The efficiency in check-in check-out operation 0,199362099 0,126301114 1,578466671 0,121463054 -0,055021403 0,4537456 -0,055021403 0,4537456
The employees are helpful 0,028544061 0,13279452 0,21494909 0,830778202 -0,238917832 0,296005955 -0,238917832 0,296005955
The employees are professional 0,174178617 0,136280747 1,27808675 0,207772361 -0,100304897 0,448662131 -0,100304897 0,448662131
The efficiency of employees in problem solving 0,266734271 0,129497802 2,059759057 0,045233913 0,005912309 0,527556233 0,005912309 0,527556233
RECEPTION DEPARTMENT

19. Statistica della regressione
R multiplo 0,301330869
R al quadrato 0,090800293
R al quadrato corretto 0,03150466
Errore standard 1,019438471
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 3 4,774279 1,591426 1,531315009 0,219027529
Residuo 46 47,80572 1,039255
Totale 49 52,58
CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 8,028094851 1,832283 4,381471 6,76543E-05 4,339900155 11,71628955 4,339900155 11,71628955
Adequate timetable 0,109885294 0,13894 0,79088 0,433072608 -0,169787333 0,389557921 -0,169787333 0,389557921
Helpful staff -0,205763955 0,218154 -0,9432 0,350504488 -0,644885876 0,233357967 -0,644885876 0,233357967
Easy to reach the meeting point -0,414094277 0,204478 -2,02513 0,048680358 -0,825687717 -0,002500838 -0,825687717 -0,002500838
TRANSFER DEPARTMENT

20. Statistica della regressione
R multiplo 0,350319
R al quadrato 0,122724
R al quadrato corretto 0,06551
Errore standard 1,001382
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 3 6,452809592 2,150937 2,145005571 0,107448919
Residuo 46 46,12719041 1,002765
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 2,348588 1,532207834 1,532813 0,132171326 -0,735585986 5,432762729 -0,735585986 5,432762729
CLEANESS 0,301641 0,134496663 2,242741 0,02977436 0,030913459 0,572368934 0,030913459 0,572368934
ROOM AMENITIES 0,20673 0,212861555 0,971192 0,336531804 -0,221738572 0,635197589 -0,221738572 0,635197589
BATH AMENITIES 0,082102 0,190802344 0,430297 0,668989295 -0,301963606 0,466166777 -0,301963606 0,466166777
HOUSEKEEPING DEPARTMENT

21. Statistica della regressione
R multiplo 0,489375483
R al quadrato 0,239488363
R al quadrato corretto 0,13337046
Errore standard 0,964337366
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 6 12,59229814 2,098716 2,256813949 0,055625791
Residuo 43 39,98770186 0,929947
Totale 49 52,58
Coefficienti Errore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 5,282366217 1,752824662 3,013631 0,004315893 1,74745844 8,817273993 1,74745844 8,817273993
Variety of menu items -0,292092695 0,177567226 -1,64497 0,107267962 -0,65019113 0,066005739 -0,65019113 0,066005739
Kidness of staff 0,279097431 0,163072077 1,711497 0,094194535 -0,049768752 0,607963613 -0,049768752 0,607963613
Food presentation -0,187734999 0,167034178 -1,12393 0,267277564 -0,524591518 0,14912152 -0,524591518 0,14912152
Food temperature 0,007143291 0,180884763 0,039491 0,968681845 -0,357645595 0,371932176 -0,357645595 0,371932176
Speed of service -0,162814878 0,150940029 -1,07867 0,286747538 -0,467214454 0,141584698 -0,467214454 0,141584698
Preparation of our staff 0,321327529 0,136875827 2,347584 0,023567438 0,04529112 0,597363939 0,04529112 0,597363939
FOOD & BEVERAGE DEPARTMENT

22. Statistica della regressione
R multiplo 0,43159777
R al quadrato 0,186276635
R al quadrato corretto 0,07273384
Errore standard 0,997503564
Osservazioni 50
ANALISI VARIANZA
gdl SQ MQ F Significatività F
Regressione 6 9,794425 1,632404249 1,640585256 0,15932475
Residuo 43 42,78557 0,995013361
Totale 49 52,58
CoefficientiErrore standard Stat t Valore di significatività Inferiore 95% Superiore 95% Inferiore 95,0% Superiore 95,0%
Intercetta 4,368713816 1,479681 2,952469256 0,005090663 1,384651935 7,352775696 1,384651935 7,352775696
Resort Atmosphere -0,005811514 0,180641 -0,0321717 0,974483995 -0,370107927 0,358484899 -0,370107927 0,358484899
Cleanness of common area 0,019427811 0,148628 0,130714344 0,896610916 -0,280309099 0,31916472 -0,280309099 0,31916472
Interior design and decor 0,591218935 0,19774 2,989886974 0,004602521 0,192439112 0,989998759 0,192439112 0,989998759
Lighting -0,117568273 0,21847 -0,538144331 0,59325219 -0,558154565 0,32301802 -0,558154565 0,32301802
Music 0,11633274 0,137665 0,84504317 0,402764284 -0,161294883 0,393960363 -0,161294883 0,393960363
Professionality of staff -0,379981778 0,187953 -2,021680028 0,049460713 -0,759026072 -0,000937485 -0,759026072 -0,000937485
COMMON AREA

23. CONCLUSIONS and SUGGESTIONS
Low quality in each department
The resort should improve in terms of:
 Cleanness of rooms INVEST MORE
 Interior design and decor RENOVATION
 Lack of staff’s professionality TRAINING and
MOTIVATION
PROGRAM
 Low offer of entertainment
activities
ORGANIZE
INVOLVING and
ATRACTIVE
ACTIVITY