Extract Key Factors of Customer Future Intentions

 The third group of factors : Promotional distribution policy (PP) , has Eigenvalue = 2.835 >1, this factor includes factors related to customers' perceptions of the hotel's product promotion and distribution activities, including criteria such as:

 Distribution channels help customers access products easily

 Hotel information is fully conveyed by distribution channels.

 Attractive advertising activities

 The hotel provides the services as advertised.

 Good public relations

 Eye-catching promotional messages (flyers, etc.) that attract customers

 The hotel has preferential policies and short-term promotions for customers.

The factor group “Distribution and promotion policy” explains 12.327% of the variance. For hotels, distribution and promotion channels are an important bridge between hotels and tourists, contributing to stimulating customers to choose hotels and rapidly increasing demand for hotel products and services. Among the factors in this factor group, the factor “Distribution channels help customers access products easily” is the factor with the largest impact with a factor loading coefficient of 0.795.

 The 4th factor group : Food and beverage service (AN) , has Eigenvalue = 1.875 >1, this factor includes customer evaluation factors on the quality of food and beverage service at green hotels. Including factors such as:

 Restaurant ensures cleanliness

 Airy restaurant space

 Rich and varied menu

 The food is delicious and tasty

 Attentive service staff

 Quick service staff

This factor explains 9.708% of the variance. Besides room service, food service is also one of the factors that determine the quality of accommodation services at the hotel. Among the observed variables, the variable "Food is prepared well" accounts for 9.708% of the variance.

"Delicious, palatable" is rated by customers as having the strongest impact on customer evaluation with a factor loading of 0.731.

 The 5th group of factors : Service prices (GIA) have Eigenvalue =

1.345 >1, this factor includes customer evaluation factors on the price of the types of services that Green Hotel applies to its products. Including factors such as:

 Reasonable room rates

 Expensive food service prices

 Reasonable prices for additional services

This factor explains 6,150% of the variance. Price is a sensitive factor to the hotel's expected consumption, so in order to attract as many customers as possible and gain the desired profit, Green Hotel needs to have calculations to set appropriate prices for each type of service. Among the observed variables, the variable "Expensive food prices" is considered by customers to have the strongest impact in the price factor group with a factor coefficient of 0.815.

2.2.3.2. Extract key factors of customers' future intentions

The future intention factor of customers after being affected by CDLV, PPQB policy and price policy at Green hotel is considered as the result of efforts to attract customers to use the hotel's accommodation products through efforts to launch to the market types of good quality products and services at suitable prices and efforts to promote distribution channels, as well as promotional activities to attract more and more domestic tourists to the hotel.

Using the exploratory factor analysis method for the indicators measuring customers' future intentions, the study obtained results showing that Eigenvalues of 1.969 satisfied the condition of being greater than 1 and the total extracted variance was 65.650% > 50%, showing that the conditions of factor analysis were suitable for the observed variables.

Table 21: Results of factor analysis of future intentions of domestic tourists

Observation Variable

Component
Until leaving Hue, you will continue to stay at the Green Hotel.	.795
You will stay at the Green Hotel if you come to Hue next time.	.818
You will introduce Green Hotel to your friends and relatives if they come to Hue.	.818
Eigenvalues = 1.969
Variance quoted: 65.650%

Maybe you are interested!

(Source: Processing of 2013 survey data)

In addition, the Kaiser – Meyer – Olkin test results give us the KMO coefficient = 0.686 and the Bartlett's – test results also show that the test value is 103.611 with a significance level of less than 5%, rejecting the hypothesis that the variables are not correlated with each other, so factor analysis is appropriate.

2.2.4. Testing the reliability of the scale

After conducting exploratory factor analysis on the initially proposed research indicators, the results obtained 6 factors representing 6 groups of variables in the research model. Next, to assess the reliability of these 6 groups of variables, the study conducted Cronbach Alpha analysis for each group. In each group, correlated variables with a total correlation coefficient <0.3 were considered trash variables and eliminated. The scale was accepted when the Cronbach Alpha coefficient was ≥0.7.

Table 22: Cronbach Alpha coefficient of groups of observed variables assessing customers' evaluation of service quality and policies of Green hotels

Variable group

Cronbach's Alpha	% of Variance	Number of variables
Room service	0.889	15,486	8
Additional Services	0.856	13,142	8
Distribution policy	match 0.861 12.327 7
promote
Food service	0.831	9,708	6
Prices of services	0.708	6.150	3

Variance quoted: 64.949%

(Source: Processing of 2013 survey data)

Table 23: Cronbach Alpha coefficient of Future Intention variable groups

VARIABLE

Mean Variance Equivalent scale if scale if overall

variable type variable type variable

Cronbach's Alpha coefficient if

variable type

FUTURE INTENTIONS = 0.733 (65.650%)

Until leaving Hue,

Green hotel if you come

You will continue to stay at the Green Hotel. You will stay at

6.8889 7.3210	2,981 2,927	.542 .569	.668 .633
Hue next time
You will be introduced for friends and relatives	6.9630	3,489	.573	.641
Green Hotel, if they come to Hue

(Source: Processing of 2013 survey data)

The Cronbach's Alpha coefficients of all factors after being extracted from observed variables by EFA factor analysis are all greater than 0.7. In particular, the factors "Room service" (Cronbach's Alpha = 0.889) and "Distribution and promotion policy" (Cronbach's Alpha = 0.861) have very high Cronbach's Alpha coefficients, which is understandable because these are factors with a large number of variables. In addition, the Cronbach's Alpha coefficient of the future intention variable also has a Cronbach's Alpha value of 0.733, greater than 0.7, and in each group of variables, the total correlation coefficient of the observed variables is greater than 0.3. This confirms that the scale of factors extracted from observed variables is appropriate and reliable.

So we can use these 6 groups of variables in the next analysis steps.

2.2.5. Evaluate domestic guests' opinions on service quality, distribution policy, promotion and pricing policy of Green Hotel

2.2.5.1. Domestic guests' reviews of room service

Room service is the main source of revenue for hotels. Therefore, evaluating the quality of room service to see if it meets customer needs is a very important task for hotels.

Use One-Sample T Test with significance level α = 0.05, confidence level is 95% to test the mean value of customer evaluation results about bedroom service.

H 0 : Domestic guests' evaluation of the bedroom service factor group = 4 H 1 : Domestic guests' evaluation of the bedroom service factor group ≠ 4 Through SPSS processing, the results obtained are:




Nice room location	3.5864	.000	10.5	62.4
Necessary items (towels, oil 3.5370		.000	17.3	63
shampoo, etc.) are fully provided.
Modern equipment	3.7346	.000	10.5	68.5
Impressive interior decoration	3.8951	.153	8.7	77.8
Clean rooms	3.5926	.000	12.9	59.9
Room as requested by the guest	3.6852	.000	9.9	63.6
Staff enthusiastically guide how to use 3.6111		.000	11.7	62.3
Staff respond promptly to needs 3.3025		.000	15.4	41.4
yours

Table 24: One Sample T-Test on the “bedroom service” group

One sample t-test

Mean Sig. Level Level (2-tailed) 1-2 4-5
	Room service

use of equipment in the room

Likert scale notes: 1 – strongly disagree 5 – strongly agree.

(Source: Processing of 2013 survey data)

The survey results show that the average score of most of the criteria given is assessed as quite high, above 3.3, meaning that customers rate above "normal" and are somewhat inclined to "agree" with these criteria. Among the above criteria, the criterion "Impressive interior decoration" has a significance level of 0.153 > 0.05, meaning that domestic guests agree with this statement. It can be said that in each design for each room category, the hotel has made creative efforts to bring beautiful, attractive decorations, creating a good impression for domestic tourists when choosing to use the accommodation service at the Green Hotel, and this has also been recognized by customers. Up to 77.8% of customers expressed sympathy for this feature.

The remaining indicators have significance levels below 0.05 (specifically 0.000). Therefore, we will consider the average value to draw conclusions about these statements. In general, the majority of domestic guests rate the level of agreement with the criteria for bedroom services.

However, in the criterion "Necessary items (towels, shampoo, etc.) are fully provided", up to 17.3% of guests disagreed with this criterion, they said that in the hotel bedroom there is often a lack of necessary items such as toothbrushes, towels, toothpaste, etc., making them feel uncomfortable and not being served attentively. In addition, the criteria "Staff enthusiastically guides how to use the equipment in the room" and the criteria "Staff promptly respond to the needs of guests" are still not agreed by domestic guests with the attitude of room service staff with the level of disagreement being 11.7% and 15.4% respectively. Some staff have an unfriendly attitude towards guests, and their professionalism is not high. When guests have requests, the response speed of some staff is not quick and timely.

Table 25: One-Sample Kolmogorov-Smirnov Test for Bedroom Service Variables

Evaluation factors

Asymp. Sig. (2-tailed)
Nice room location	0.000
Necessary items (towels, shampoo, etc.) are provided. full level	0.000
Modern equipment	0.000
Impressive interior decoration	0.000
Clean rooms	0.000
Room as requested by the guest	0.000
Staff enthusiastically guide how to use the equipment in the room	0.000
Staff respond promptly to your needs	0.000

(Source: Processing of 2013 survey data)

Note

H 0 : Normal distribution variable

H 1 : Variables are not normally distributed

- If sig.  0.05 then accept the hypothesis H 0, that is, the variable is normally distributed.

- If sig. < 0.05 reject the hypothesis H 0 , accept H 1 , meaning the variable is not normally distributed.

Through the One - Sample Kolmogorov - Smirnov test , we see that the variables

of bedroom service have a significance level of 0.000 < 0.05, so we reject the hypothesis H 0 and accept H 1 , which means the variable is not normally distributed. Therefore, to test the difference in evaluation between customers with different personal characteristics when evaluating the criteria of bedroom service, we use the Kruskal-Wallis non-parametric test method for more than two independent samples for the criteria of age, occupation, province/city and the Mann-Whitney non-parametric test method for two independent samples for the criterion of gender. The results are shown in the following table:

Table 26: Testing the difference in customer opinions on factors related to bedroom service

Evaluation factors

Sex	Year old	Job	City
Nice room location	ns	ns	ns	*
Necessary items (towels, shampoo, etc.) are provided. full level	ns	ns	ns	ns
Modern equipment	ns	ns	ns	ns
Impressive interior decoration	ns	ns	ns	ns
Clean rooms	ns	ns	*	*
Room as requested customer booked	ns	ns	ns	ns
Staff enthusiastically guide how to use the equipment in the room	ns	ns	ns	ns
Staff response time your needs	ns	ns	ns	ns

(Source: Processing of 2013 survey data)

Note:

Hypothesis to be tested:

H 0 : There is no difference between customer groups in terms of evaluation factors. H 1 : There is a difference between customer groups in terms of evaluation factors.

Level of significance:

ns (non - significant): not statistically significant (Sig.>0.05)

*: Sig.<0.05 : There is a difference

Through Table 26, we see that there is no difference between customer groups of different genders and ages when evaluating the criteria of room service (because sig. > 0.05). Particularly for the criterion "Clean rooms", customers who are students rated the highest (4.25), which is above the level of satisfaction with the neatness, tidiness and cleanliness of the room service at the hotel. Meanwhile, the customer groups of CBCNV and researchers/teachers rated lower, respectively 3.45 and 3.31. The majority of this group of customers are women, who are always very meticulous with every small detail, so their evaluation and requirements also seem more strict and demanding.

Regarding the province/city, the two criteria “nice room location” and “clean rooms” both have sig values < 0.05, specifically 0.010 and 0.027, so there is a difference in the opinions of domestic guests from different provinces. It can be seen that customers from Hanoi are quite easy-going when rating at 3.81 for the criterion “nice room location” and slightly lower at 3.65 from guests staying in Ho Chi Minh City. The hotel has 6 types of rooms divided into different areas but all are arranged in beautiful, airy locations and create a feeling of relaxation for customers, so in general, domestic guests tend to agree with the hotel's room layout. Regarding the criterion of “clean rooms”, customers from Hanoi and other provinces rated lower than those from Ho Chi Minh City (3.25 and 3.16 respectively) for this criterion, so the hotel needs to take measures to address this, paying more attention to the neatness and cleanliness of the bedrooms because any customer who uses the hotel’s accommodation services always expects the best and most perfect things from that hotel.

2.2.5.2. Domestic guests' reviews of food and beverage services

Besides room service, which brings in the main revenue for the hotel, food and beverage service also contributes significantly to the hotel's revenue. Most of the guests use the hotel's food and beverage service. Therefore, evaluating whether the food and beverage service has satisfied the needs and desires of domestic guests or not is one of the issues that the hotel needs to pay attention to.

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