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Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui:

A qualitative study

By:

(Students Name)

(Student’s ID)
 Submitted to:

(Supervisor’s Name)
(Course Title)

In partial fulfillment for the requirements of the Degree of the Bachelor in

International Business Degree
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 3

Declaration

This is declared that this is original work which the author of this paper has produced on

the subject. Further, this paper is produced for the fulfillment of the degree requirement

of the Bachelor in International Business. Hence, it is not produced for any other

qualification, institution and journal.

Abstract

Customers’ satisfaction has been the main focus of business industry as it is believed

that higher level of customer satisfaction may result in higher levels of repurchase. In

order to analyze the customers’ satisfaction and the factors contributing customer’s

loyalty to the resort or hotel, this study has taken up Nora Beach Resort and Spa,

Samui Island as case study. The resort is located in Koh-Samui Island, which has

approximately 87% of tourists’ turnover. The study examines the level of customer

satisfaction in the light of Seven Ps of Marketing Mix. In order to study certain level for

each service product, a self administered questionnaire was placed in the hotel lobby to

record the comments of the customers. The study concludes that employees’ loyalty

and training is pivotal for the sustainability of the type of the service of Resorts with

customers.
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 5

Acknowledgement

I heartedly acknowledge and thank my supervisor (Name) for his valuable guidance and

console. I also appreciate the co-operation of administration and staff of Nora Beach

Resort, Koh Samui, Thailand for facilitating my research study.

This piece of work wouldn’t have conclusive and informative without valuable

customers’ feedback. Therefore, I am very thankful for their interest and fulfilling the

questionnaire provided.
Table of Contents

ABSTRACT III

Chapter I: Introduction 1
1.1 Background 1
1.2 Purpose of Study 2
1.3 Objectives of Study 3
1.4 Study Structure 3
Chapter II: Literature Review 4
2.1 Introduction 4
2.2 Service 4
2.2.1 Service Theories 5
2.2.2 Elements of Service 6
2.2.3 Impact of service on Customer Satisfaction 6
2.2.4 Quality in Customer Service 7
2.3 Customer satisfaction 7
2.3.1 Customer Satisfaction Theories 7
2.3.2 Functionalities of Customer Satisfaction 8
2.3.3 Customer vs. Employee Satisfaction Modeling 9
2.3.4 Marketing of Services 9
2.4 Hotel Categories 11
2.4.1 Types of hotel 11
2.5 Nora Beach Resort and Spa 11
2.5.1 Information of the hotel 11
2.5.2 Type of customers 12
2.6 Conclusion 12
Chapter III: Methodology 14
3.1 Introduction 14
3.2 Research framework 15
3.3 Sampling 15
3.4 The data collection tool 15
3.5 Data collection 15
3.6 Data analysis 16
3.7 Conclusion 17

References 19
Appendices 21
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 7

Chapter I: Introduction

1.1 Background

Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic place of

Koh Samaui, the 3rd largest island, which offers its customers a break from the

hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking

a seclude bay just north of the world famous Chaweng Beach. It is located a few

minutes from the airport and a short drive from the city centre (Nora Beach and Spa,

2007).

The Koh Samui has many attractions for the tourists. It is famous for the Full Moon

party on Koh Phangan. There are also a lot of visiting places on the island like the

Big Buddah, Namuang Waterfall, Hin Ta – Hin Ya, Sawadee Shrine, Hin Lad

Waterfall, Scuba Diving, Dinning and restaurant and Samui nightlife etc. These

attractions have attracted visitors tremendously and have contributed significantly to

enhance the business opportunity for the local hotels and resorts offering services

like spa. Nora Beach is one of the most famous resorts of the Samui Island.

Customer’s satisfaction is the main concern for every resort and hotel in order to

keep the customers loyal to the resort and make them permanent visitors. It is

believed that higher level of customer satisfaction may result in higher levels of

repurchase. According to Oliver (1997), repeat purchasing is essential to a continued

stream of profitability through achieving higher levels of customer satisfaction.

Satisfaction can be defined as “the consumer’s fulfillment response. It has been a

judgment that a product or service feature, or the product or service itself, provides

(or is providing) a pleasurable level of consumption-related fulfillment, including

levels of under-fulfillment or over-fulfillment” (Oliver, 1996, p. 14). The concept of

consumer satisfaction occupies a central position in marketing thought and practice.

Conceptually, satisfaction is an outcome of purchase and use results from the

buyer’s comparison of the rewards and costs of the purchase in relation to the

anticipated consequences. Operationally, satisfaction is similar to attitude in that it

can be assessed as the sum of the satisfactions with the various attributes of the

product or service. In the competitive market place, the organizations are striving for

competence with more focus on Customer Satisfaction (Buchanan, Gilles, 1990).

In recent years, the marketing of services has changed tremendously in terms of

approach and consumer behaviour. The consumer behaviour has been considered

the ultimate success scale within the industry. The hotel industry is also among

those sectors, which has been trying to attract customers for long term visits. For this

purpose what the hotel industry needs is the effective marketing mix focused with

customer satisfaction and loyalty.

Since 2003 the “holiday makers” often visit Thailand’s famous islands with turn over

of 87.81% (Tourism Statistics, 2003). Koh Samuai, is often visited by “holiday

makers” for its splendid beaches, whilst the famous Nora Beach Resort and Spa is

the first preference of the visitors to stay and enjoy spa facilities offered by it. The

Nora Beach and Resort is one of the most favorite resorts seizing customers’

satisfaction for the profound service.

1.2 Purpose of Study

The purpose of the study is to analyse the level of customers’ satisfaction at Nora

Beach Resort, Koh Samui, Thailand. The study will try to suggest the strategy for

achieving a desirable customers’ satisfaction in light of marketing mix.

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 9

1.1 Objectives of Study

The objectives of the study are as follow:

• To understand the level of customers’ satisfaction by conducting a survey.

• To analyse the characteristics of the customers’ satisfaction which contribute

their loyalty for the particular resort or hotel. This will be done by analysing

purpose of visit, gender, age, education and other characteristics.

• To suggest a strategy to retain customer loyalty by adopting an effective

marketing mix.

1.4 Study Structure

As the purpose of this study is to study and analyse the customers’ satisfaction with

the case study of Nora Beach Resort and Spa at Koh Samui. For this purpose, the

researcher will explore the contemporary literature on customers’ satisfaction in

order to analyse the characteristics that attract and keep the customers loyal to a

particular resort or hotel. Further, the customers’ satisfaction will be measured and

analysed through self administered survey which were placed in the hotel lobby of

the Nora Beach Resort. Further, methodology of the study will be explained in the

methodology section as how the researcher collected and analysed the primary data.

Finally, the results of the study will be presented that would be followed by the

conclusions and recommendations.

Chapter II: Literature Review

2.1 Introduction

The analysis of the customers’ satisfaction involves many characteristics to study.

While analysing the customers’ behaviour and satisfaction, one has to study 7 p’s of

marketing in order to assess which factors can attract and keep loyal the customers’

with a certain resort or hotel. In the following section, this study will review the

literature customers’ satisfaction in the context of the services offered by the Nora

Beach Resort and Spa focusing the following seven factors:

1. Product

2. Price

3. Place

4. Promotion

5. People

6. Process

7. Physical Evidence

2.2 Service

The study of customers’ satisfaction in the field of general marketing has evolved

into important parameters that need to be identified and understood in order to

satisfy the needs and wants of customers (Parasuraman, Zeithaml, and Berry,

1988). Since the success of a business has been linked to providing high levels of

customers’ satisfaction, a substantial amount of effort has been focused on

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 11

identifying how consumers perceive service quality in various settings. Gronroos

(1982) defined service quality as “the outcome of an evaluation process where the

consumer compares his expectations with the service he perceived he has

received.” In other words, perceived service is measured against expected service.

Service quality has been seen as the result of comparing a customer’s expectations

prior to receiving the service with the customer’s experiences with the service.

Wyckoff (1984) defined the concept of service quality from the company’s

perspective. Service quality is the degree of excellence for meeting the customer’s

requirements, and control over the variability in achieving that excellence.

2.2.1 Service Theories

“A service is an intangible product involving a deed, performance, or an effort that

cannot be physically possessed. Dominant component is intangible” (Service

Marketing, 2007). Services are different from products because of their built-in

characteristics which make it different from products. These characteristics include

intangibility, perishability and inseparability. These characteristics make service not

only different from physical goods, but they also require a greater deal of expertise in

delivering them because the results of service offerings are mostly prompt and the

feedback is immediately. Successfully delivering services depends upon how

effectively a business promotes its service as there are higher chances of post-

purchase dissonance in service offerings, if they do not meet the requirements of the

customers. Sometimes services are offered as part of a package including a physical

product. In that situation the quality of delivering the service depends upon the ability

of the physical product. Apart from that each service experience can hardly be equal

which makes services more heterogeneous in nature (Savitt, 1986).

In the hotel industry which is mostly dependent on services, it is very important that

the service delivery is prompt and accurate. It is very important that the hospitality

industry makes its expectations clear to its employees, as the service is delivered

through them and creates a culture of service within the hotels (Verret, 2000).

2.2.2 Elements of Service

Co-ordinated marketing mix is designed in consideration of the elements of service.

The elements of service are 1) Intangibility, 2) Inseparability, 3) heterogeneity, 4)

Perishability. These elements of service in-fact differentiate it from goods. Hence

therefore these elements create marketing challenges and opportunities as well that

lead to the marketing strategy, which is different as of goods.

2.3 Impact of Service on Customer Satisfaction

Since it is not good that satisfy the customer but the services provided. This may be

either the services provided independently.

The customer satisfaction is psychological state, which definitely needs a consistent

measurement and analyses (Carrol, Reichheld, 1992). The customer satisfaction is

directly associated with quality of service. The quality constitutes Value, Time,

Access, Environment and commitment to the customer. (Carrol, Reichheld, 1992).

This direct association of service to customers has created a shift in the approach.

Now, the approach has been that satisfy existing customers by providing the best

service quality rather imploring capital over attracting the prospect customers

(Buckinx, Geert, Van den 2007).

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 13

2.2.4 Quality in Customer Service

A number of studies have been conducted in-order to measure the quality standards

for the service industry. However, the service quality model as provided by Kay, Tore

and Gronous has been given a priority for the instant results. For the assessment of

customer satisfaction to the quality of service, the model bases the customer recent

experiences in comparison of the customers’ perception or expectations (Storbacka,

Strandvik, Gronroos, 1994).

The customer satisfaction is the right standard for the quality of service. A quality of

service determines the business relationship and obviously the customer retention,

as well. If the customer is dissatisfied with the service quality then it may end with

adverse behaviours, which are customer may move away or no longer needs the

service or may end with weaker relationship. Thus it is pivotal that in-order to retain

customer loyalty then quality focus service needs consistent measurement and

follow-up.

2.3 Customer Satisfaction

In the hospitality industry, customer satisfaction plays a crucial role because of its

direct impact and proven impact on revenue generation, capability for hospitality

business. Not only does customer satisfaction create a strong word -of -mouth

advertising for these hotels, but it also helps them to retain their existing customers

providing them with a significant opportunity to create long term relationships with

their existing customer base.

2.3.1 Customer Satisfaction Theories

Customer satisfaction means that the customer is satisfied with a product or service

which meets the customer’s needs, expectations and wants (Customer Service and

Satisfaction, 2007). One of the fastest growing segments in marketing research is

the study of customer satisfaction (Dutka, 1994). Customer loyalties are created

when a customer is satisfied and once a business has established customer

loyalties, it becomes one of the important components of sustainable and profitable

growth. Customer satisfaction is strewn from customers’ expectations which pass

through three different stages before rendering satisfaction. At level I of expectation,

expectations are simple and take the form of assumptions. Level II expectations are

higher than level I expectations and customers require satisfaction through service

quality meeting some requirements or specifications. The levels III of expectations

require organizations to delight their customers and produce something which attract

customers towards its services and products. (Service Marketing, 2007). At this third

stage customer satisfaction turns a customer into a loyal customer and provides

opportunities for organizations to forge long- term relationships with their customers.

2.3.2 Functionalities of Customer Satisfaction

The functionality of customer satisfaction in the business world is that how effectively

the services/goods meet the customers’ expectations. Therefore we can see across

marketing world that each businesses success story relies on “Customer

Satisfaction”. Thus the customer satisfaction has become the key element of

business strategy in today’s market place (Buchanan, Gilles, 1990). Although the

customer satisfaction varies from an individual to individual, however certain

recommend standards can be opted in-order to mitigate positively the popular

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 15

perception.

The common tool to opt the level of customer satisfaction is survey or collection of

primary data where customer is asked to evaluate the open ended and close ended

statements in accordance with the customers own perception. Thence the

performance of the service/goods becomes contingent of that certain level of

Customer Satisfaction.

2.3.3 Customer vs. Employee Satisfaction

A “cycle of success” was added to customer loyalty with employee loyalty as well

(Schlesigner and Heskett, 1991). The concept suggests that customers’ satisfaction

is contingent with employee ability to provide the services to customer therefore

compact training and development of employees is inevitable in any service industry.

The model is illustrated as follow:

Figure 2.3.3
Source: Sloan Management Review PP17-28

When employees are well trained in executing the service and well provided with

corporate culture
Marketing Mixthen in turn it will certainly maximize the sales volume with profit
(Services)
maximization. Further, it will also develop the customer loyalty, which deems

necessary for the sustainability of service industry in competition.

2.3.4 Marketing of Services

Marketing is a broader concept which includes many different sub processes to

make it a complete subject. Marketing mix is a critical part of the marketing process

as it includes the whole gist of marketing in it. A marketing mix is generally

composed of 4 P’s which include product, pricing, promotion and placement. These

four P’s combine together make a complete marketing process (Netmba, 2007).

The usefulness of the marketing mix was effective in the early marketing days when

physical products were the main offering of the companies. However, with the

changing customer perceptions and advancements in the concepts of marketing, this

combination lost its touch as more and more variations in this mix came in.

Marketing mix is critical to the success of the marketing process because if there is

any misbalance in the mix, then there can be serious issues which may cause the

failure of the whole marketing effort. Therefore all four parts are critical and need to

be effectively evaluated before deciding on their precise levels and contribution to

the whole marketing mix. (Logman & Pauwels, 1998).

Product
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 17

Price

Place

Promotion

People

Place

Physical

For the hospitality industry, the marketing mix may work in different ways as the

services often do not find the media vehicles to advertise them effectively. This is

often due to the fact that services because of their perishability do not provide a

tangible look which can provide a sensual attraction to the customers. Secondly, the

placement or the delivery channels used in the hotel industry are limited as services

are consumed the same time they are being offered therefore there aren’t many

delivery channels available in this sector. Also the decision of selecting a channel

through which to market your service depends upon different dynamics of profit and

cost weighing by the service providers (Coughlan, 1985).

Therefore, it is vital to determine customers’ satisfaction with the service of Nora

Beach Resort and Spa in order to create the most efficient system for the hotel.

2.4 Hotel Categories

A hotel in itself is an institution, which provides temporary fringe facilities. The hotel
services are ranked on the ability of services of restaurant, guest rooms, excellent

amenities, excursion, entertainment and others.

2.4.1 Types of Hotel

The price and quality determines the type of hotel. This is indicative the type of

services available by the establishment. The hotels are categorised as 1 star to 5

star, which is indicative of their hospitality and facilities available in the premises.

2.5 Nora Beach Resort and Spa

2.5.1 Information of the Hotel

The Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic

place of Koh Samui, the 3rd largest island, which offers its customers a break from

the hassles of the real world. The resort enjoys a spectacular hillside setting,

overlooking a secluded bay just north of the world-famous Chaweng Beach. It is

located a few minutes from the airport and a short drive from the city centre (Nora

Beach Resort and Spa, 2007). The profound services of Nora Beach Resort and Spa

are as follow:

• Bars and Restaurants.

• Recreation

• Anodas Spa

• Rooms

However, additional supportive services are as follow:

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 19

• Travel and Tours Desk.

• Taxi/Limousine Service.

• Swimming pools

• Laundry and Dry Cleaning.

• Gymnasium/Fitness Room.

• Baby Sitting Facilities.

2.5.2 Type of Customers

The type of customers visit Nora Beach Resort and Spa are holiday makers,

however the professionals on travel also frequently visit the resort. According to a

study by Thailand Tourism Statistics that 87% of tourists are holiday makers at Koh

Samui Island; where the Nora Beach Resort is jewel of the attraction for the holiday

makers at Koh Samui Islands. These categories of visitors consist of male, female

and children with age diversity from 13 to 55 years on average. They prefer Nora

Beach for the reason that major attractions of Island are nearby the resort.

2.5 Conclusion

Since 2003 the “holiday makers” often visits Thailand famous islands with turn over

of 87.81% of the Thailand tourism industry (Tourism Statistics, 2003). Koh Samuai,

Thailand is often visited by “holiday makers” for the splendid beaches, whilst the
famous Nora Beach Resort and Spa are happened to be the tourists bustling

preference. Since then is that tourist’s favorite Beach Resort seizing enough the

Customer Satisfaction for the profound services? This will be analysed in the next

section of the study.

Chapter III: Methodology

3.1 Introduction

The research will be intensively based on the collection of primary data and analysis

of both primary and secondary data. The major reliance of the research design is

collection of primary data via questionnaire and then preference will be given on Thai

tourism statistics for Beach resorts in Thailand. The research is designed with more
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 21

focus on customer satisfaction therefore characteristics of services as being offered

to customers will also be examined that whether these services are exactly being

offered according to the perception of the customers or they are variant to the

customers’ needs. Therefore, the questionnaire is rightly designed in consideration

of Seven Ps of marketing mix in-order to understand the quality standards of

services at the par of customer satisfaction.

The type of questions in the questionnaire is consisted of two parts. The part one

tries to explore the customer satisfaction and perception regarding the service of

Nora Beach Resort; however the Part two actually examines the customer reach and

the personal characteristics. The part examines the quality of service as being

executed at Nora Beach those are Spa, Rooms, Restaurant, Food Menu, Travel

Desk and others. The second part examines the service experiences, preferences

and awareness regarding the Resort services. At the end, it tries to know the

demography, age and sex of the respondent as such those customers group may be

fragmented in-order to understand the diversity of customers visit Nora Beach

Resort.

3.2 Research Framework

The researcher has developed the questionnaire in order to collect quantitative and

qualitative data. It will undergo a reliability and validity pilot test. The language of the

questionnaire is English, since the majority of the guests are international. There will

be three parts to the questionnaire, which will consist of list questions, rating

questions and open questions. The variables of this test will be described using

SPSS in order for the researcher to analyze by quantitative data analysis. For the
qualitative data which supplements the quantitative data, it will be analyzed using

content analysis.

3.3 Sampling

The population will be customers who stay in Nora Beach Resort and Spa; a total of

n= 50 customers will complete the survey. The sampling technique needed for the

case study will be non- probability sampling which are purposive and convenience.

3.4 Data Collection tool

The data collection tool is the designed questionnaire, which is consisted of twenty

three questions. The collection will be through questions of open ended and close

ended type. These types of questions will try to analyze the customers’ assessment

and expectations regarding the facilities and services as provided at Nora Beach

Resort and Spa, Thailand.

3.4 Data Collection

The research will be based on positivism principles with deductive approach. Since

no evident research has been recorded yet therefore major reliance will be over the

primary data collection.

The questionnaire developed will be placed in the guest rooms, as well as in the

lobby and will be collected by Ms.Napaphon Rattanarak a proctor who was trained

according to the guidelines established. Permission was granted by the resort

manager to conduct this study following highest ethical standards and principles.

3.6 Data Analysis

This study expects to provide recommendations on improving service quality for

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 23

Nora Beach Resort and Spa. The study will aim to ascertain the level of customer

satisfaction with service quality; to enable the resort to gain a sustainable

competitive advantage through customer satisfaction in Koh Samui, Thailand.

The analysis will examine that what are the products at frontline to the customer

backed by tangible products? What is the perception of customer regarding the

service? Is there customer loyalty with the service? What type of customers i.e. by

age, profession, purpose and others are interested in availing the service? Thus in a

nut shell following attributes will be analyzed of collected data:

• The quality of service

• The speed of service

• The Pricing

• Any Complain.

• Types of Services Requirements

• Customers’ Perception.

For this, responses will be evaluated on Five Point scale as shown below:

* 1(a) 2(b) 3(c) 4(d) 5(e)

Very Moderately Neutral Moderately Very
dissatisfied dissatisfied satisfied satisfied
*Evaluation Scale

An evaluation scale is designed to understand the level of customer satisfaction. The

scale numbers from 1-5 is actually fragmentation of five levels of satisfaction. The
collected data under each level will carefully be calculated in ratio as it is shown in

equation as below:

1+ (a) +…. /5 *100; 2+ (b) +…. /5*100 …etc.

An end result will show the decree of satisfaction with particular form of service as

offered at Nora Beach Resort. Finally, the collected result under each service

category will be sum up and will be divided of hundred then mathematical result will

show the total ration of customer satisfaction with the services provided.

3.7 Conclusion
The study has relied over Likert Technique because in-order to assess the level of

customer satisfaction the best available method was to conduct survey. The

respondents were visitors to the resort who availed the hospitality of the

establishment. Their responses may be biased or truly reflective of the actual

performance of the services as being provided at the resort. However, this provides

a lot of interesting information regarding the perception of the customers. It was

found that customers encourage of the new profound services at Resort, for

instance; the resort has newly introduced more spacious and well decorated rooms,

which were at the full satisfaction of the customers. It is significant to note here that

customers prefer the room services of the resort for the reason that the location is

nearer to island’s attractive spots. Contrary, it seems that employees are not as

much satisfied. It was found that employees have to outback from their homes,

which are far away from their duty stations. Thus resort must try to provide transport,

housing facilities or special allowances in-order to reduce the travel hectic.

 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 25

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Appendices “A”
Questionnaire

PART 1 – Level of the customer satisfaction with service at Nora Beach Resort
 Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 27

and Spa
Please state your level of satisfaction with our services and products:
1= Very satisfied 2= Satisfied 3= Neutral 4= Dissatisfied 5= Very dissatisfied
1. The quality of food and beverage

1o 2o 3o 4o 5o
2. The menu variety

1o 2o 3o 4o 5o
3. The promptness of service

1o 2o 3o 4o 5o
4. The value for price paid

1o 2o 3o 4o 5o
5. Decor and ambience of the hotel

1o 2o 3o 4o 5o
6. Cleanliness

1o 2o 3o 4o 5o
7. Condition of room

1o 2o 3o 4o 5o
8. Housekeeping services

1o 2o 3o 4o 5o
9. Resorts public areas

1o 2o 3o 4o 5o
10. Spa and fitness facilities

1o 2o 3o 4o 5o
11. Business centre

1o 2o 3o 4o 5o
12. Check in process

1o 2o 3o 4o 5o
13. Overall satisfaction with the quality of service

1o 2o 3o 4o 5o
14. Overall satisfaction with the quality of accommodation

1o 2o 3o 4o 5o
15. The image and message conveyed though communication (Brochures,
advertising, website etc.)

1o 2o 3o 4o 5o
PART 2: General
Please tickü three most important reasons why you selected Nora Beach Resort
and Spa
1. How did you find us?
 o Advertisement ( Magazine, Newspaper)

o Tradeshows

o Internet( Website, Google, Yahoo )

o Travel Agency
2. Why did you choose to stay at the Nora Beach Resort?

o Room rate

o Location

o Amenities and facilities

o Special package
3. Have you previously used our services?

o Yes

o No

PART 3 – Demographics
1. Gender : Male o

Female o

2. Age: Under 20 o

20 -35 o

36-60 o

61 and older o

3. Occupation : Student o

Employed o

Self-employed o

Unemployed o

Pensioner o

4. Purpose of visit: Business o

Customer’s Satisfaction with service at Nora Beach Resort and Spa, Koh Samui 29

Leisure o

Convention o
Other (Specify________________)