An Analysis of Customer Behaviour in the Hotel Industry with Arp-Hansen Hotel Group as Case Example

Christina Schrøder

Student thesis: Master thesis


The purpose of this thesis is to examine customer behaviour in the hotel industry. There will be a general examination of the customer behaviour which will form the basis for specific recommendations to Arp-Hansen Hotel Group and how they can have more loyal customers. The thesis will use answers from selected respondents as primary data. Furthermore the thesis will use various theories as basis and background information for this paper. This thesis consists of four sub questions designed to help answer the problem statement. First of all the thesis will examine what is important for the respondents when choosing a hotel. The attribute that the respondents found most important is location. Overall the thesis will find that what is important in selecting a hotel depends on the purpose of the trip. Moreover the respondents’ expectations of the hotel increase as the hotel goes from a budget hotel to a luxury hotel. The respondents’ overall experiences with the hotels have been good. The thesis will find that the respondents’ satisfaction with the hotel depends deeply on the employees. Therefore it is very important for hotels to make sure that the employees are always helpful and friendly. Overall the respondents will recommend the hotels they have stayed at. Usuallly the respondents explain that the hotel will have to deliver an extraordinary service if they should recommend it to friends and family. Many of the respondents believe it is important with recommendations and appreciate recommendations from others. The thesis will also find that respondents will only recommend to others who have the same values as themselves. Based on these analyses it is very important for Arp-Hansen to make sure that their customers have a good experience which includes the employees and the service they can deliver. A recommendation the thesis have for Arp-Hansen is that they could use their employees in their marketing. Another recommendation is storytelling and making sure to tell the hotels’ unique histories.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2018
Number of pages167