A Statistical Analysis of Service Marketing Mix and Customer Satisfaction ion the Hotel Industry of Coimbatore District

Abstract

The hotel industry plays a vital role in the economic and tourism development of Tamil Nadu, particularly in rapidly growing commercial cities such as Coimbatore. In the highly competitive hospitality sector, the effective implementation of the service marketing mix is essential for enhancing customer satisfaction, attracting customer preference, and improving operational performance. This study aims to examine the role of selected dimensions of the service marketing mix, namely product strategy, pricing strategy, and place/distribution strategy, and their impact on customer behaviour and satisfaction in the hotel industry of Coimbatore district. The research specifically investigates whether product strategy significantly influences customer satisfaction, whether pricing strategy affects customer preference towards hotels, and whether place/distribution strategy impacts hotel accessibility and customer convenience.

The study adopts a quantitative research approach using structured questionnaires distributed among hotel customers in Coimbatore district. Primary data are collected from respondents through convenience sampling techniques, and statistical tools such as percentage analysis, correlation analysis, chi-square test, regression analysis, and ANOVA are proposed to analyze the relationship between service marketing mix variables and customer responses. The research is expected to identify the major service marketing factors that influence customer perception and decision-making in the hotel industry.

The findings of the study are anticipated to reveal that effective product strategies, competitive pricing policies, and efficient distribution channels significantly contribute to customer satisfaction and hotel preference. The research will also provide insights into how hotels can improve service quality, accessibility, and value offerings to enhance customer retention and competitive advantage. This study contributes to the existing literature on service marketing by providing empirical evidence from the hospitality sector in Coimbatore district and offers practical recommendations for hotel managers and policymakers to strengthen marketing strategies and improve customer-oriented services.