Journal of Interdisciplinary Cycle Research ISSN NO: 0022-1945

Role of OYO Rooms to predict the pattern of Customer Satisfaction

Mou Roy Asst. Professor, School of Management Siksha ‘O’ Anusandhan, Deemed to be University, Bhubaneswar Tel. - +91-9438134430 email id – [email protected]

Harkirat Bains Professor, SOTHSM, IGNOU, New-Delhi Tel. - +91-9669065923 email id – [email protected]

Abstract

Accommodation industry is one of the fastest growing industries around the world.. It is very important for the hotel to provide the best accommodation experience for the guest in order to attract & retain the guest. OYO is today the world’s third largest hotel chain, which is an unbelievable achievement in a matter of less than 5 years. The purpose of this paper is to identify the satisfaction level of the customers staying at OYO property, where the red & white OYO sign means that they are assured of a certain quality of accommodation at a price that customers can afford. The researcher has made an effort to gather information that is required to analyze the unique selling point, the mantra behind the success of OYO rooms emerging out of innovative use of technology & marketing principles. To understand the demands of the customers, the service providers have to design their services accordingly in order to attain maximum possible satisfaction of the customers. The study aims to provide with various suitable & business related suggestions to the service providers in order to make their services more efficient & effective. The data was collected from guests who have visited Bhubaneswar, , either on a business trip or for holidaying. 150 questionnaires were distributed among the respondents, but, only 100 valid questionnaires were retained for analysis. The contribution of the study is that it developed an insight to understand the customers’ attitude in online hotel booking services.

Keywords – Accommodation, hospitality, customer, satisfaction.

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Introduction India is a legendary land of different people, different religions, various customs and having beautiful, charming snow-clad mountains, Golden sea beaches, Himalayas, deserts, backwaters, salt water lakes, wild life, sanctuaries, dark dense forests, mosques, temples, churches, heritage sculptures etc. but still India is a paradise of tourist destiny. The travel & tourism industry is highly fragmented in terms of demographics & cultural norms. This culture is marketed by 'individualism' & 'use of technology'. The members of this segment are preferably self managed & keen in searching for best prices, gained through experiences. Due to the demand for the rooms, several independent & chain brands have entered the market. With a mission & vision to bridge the gap in the hotel industry, OYO has come up with a unique style of offering ‘room experience' to every individual, whether a leisure traveller or a pilgrim traveller across the country. OYO rooms are basically functioning through network technology for budget class . The company functions on behalf of budget class hotels like Ola does for hiring cabs. Rooms are designed with minimum basic facilities like - free Wi-Fi, air-conditions in rooms, complimentary break-fast, hassle free Arrival & Departure procedures. This procedure is adopted specifically for the backpackers, including both domestic & international tourists. Basically OYO is an inventory light booking site that does not possess any property of its own. It focuses on marketing, promotional activities & Total quality management for the hotels which they have tied up with. They normally work with small hotel owners, to standardize the facilities & amenities & also conduct total quality checks every 3/7 days with trained & skilled staff on etiquettes, manners, and with a unique provision of cash benefits, i.e. an incentive when guests give them feedback with good star ratings. Their property management systems handle the inventory, procuring & generating supplies & demands & moulding the prices accordingly. And for all these activities & functions, the company charges a meagre commission of 15% to 29% on every booking. It aims to target mainly on frequent & budget class travellers who gives less importance on the quality aspects. Thus, OYO has created a name for itself in the competitive market as 'standardized budget class hotels', which is shortly termed as aggregators, and facilitates to attract more customers on a regular basis, considering a budget value. It aims to create a value to the company, which in turn gives more & more customers on a regular basis, & which is the ultimate motto of the company. This system ultimately leads the company to establish itself as a brand which resulted in attracting the customers. Discounts are being offered to attract the frequent travellers on a regular basis.

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Now this system of 'OYO money' from where discount gained are transferred to wallet and in turn the customers can use that OYO money, during their next visit to any OYO room in any part of the country. This system helps the company to retain the customer as a life time customer, which is a unique policy of the company. OYO focuses on using social media as a platform that helps the company's name to float in a positive manner. This promotional policy helped the organization to reach the ultimate goal.

It all started in 2012, as Oravel stays - a website which was exclusively designed & programmed for listing & booking of budget class accommodation. After three months, with rigorous research, Oravel was pivoted to OYO in 2013. Thus, OYO Rooms formed a network of budget hotels in India that partnered with affordable hotels to provide similar experiences across various cities of the country. The headquarters of OYO rooms is located in Gurgaon, Haryana, India. Presently, the network is being operated in more Indian towns/cities, besides, China, Nepal & Malaysia. OYO rooms have been recognized as one of the best online hotel networks in India. It has 4,50,000 listing in 500 cities in India, Nepal, Malaysia, China, United Kingdom, USA, Saudi Arabia, Philippines, United Arab Emirates, Japan & Indonesia. It does not have any hotel of its own. It offers standardised & comfortable stay and experiences at a reasonable rate. Mr. Ritesh Agarwal, the Indian Entrepreneur had utilized the golden opportunity that became available, where million of citizens come to a common place, through the electronic media, i.e. Smart phones & computers. OYO rooms was the first to fix the problem of standardization and thereafter branded India's unbranded budget hotel segment. OYO's innovative use of technology in has brought huge investments in the sector. In India, OYO rooms currently operates in all major cities of the country - Delhi, Gurgaon, Bangalore, Hyderabad, Mumbai, Goa, , Kolkata, Bhubaneswar and the list goes on, as its expanding. Thus, OYO rooms are available in major metros, commercial hubs, leisure destinations & pilgrimage towns. The Entrepreneur raised $20 million (Rs 125 crore) from San Francisco based Greenoaks Capital & existing investors Sequoia, DSG Consumer Partners & Light Speed Ventures. Thus, to summarize, OYO rooms is an Indian budget hotel with hospitality brand. It is rated as budget hotels/guesthouses, that made inventory discoverable & to be booked online. Its branding provides a franchise – like consistency of the product.

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Literature Review Customer satisfaction is the major factor in any organization for sustaining in present global market. The satisfaction level of Customers is influenced by various attributes & dimensions. Customer satisfaction is defined by many individuals in different manners. An organization fulfils a customer's needs, requirements, motives & desires in respect to his expectations, before receiving the products/services (McCarthy & Perrault, 2002). However, to summarize, Customer satisfaction can be defined as the difference between the expectations before receiving the services/products & perceptions of the customers after receiving the services/products. Customer satisfaction mainly depends on the perceived value to which the customers have a concern for a product/service (Kotler & Armstrong, 2004:2009). Customer satisfaction can focus a person's feeling of happiness/displeasure, pleasure/disappointment that results after experiencing a product's perceived performance or outcome in comparison to the expectations. Liu & Yen (2010), has stated that Customer satisfaction is a situation when customers receive more benefits than their investment. Customer satisfaction is attained when the value invested for a product or service results in more benefits. Fourner & Glenmick (1991) in their experiment concluded that the concept of satisfaction is being satisfactorily justified if the expectations result in positive impact. From the customer's view point, expectations are the referral points, on which a customer can judge, evaluate & express their views about the service/product experienced. Customer satisfaction starts when a customer comes in contact with an organization and continues to experience throughout the entire lifetime cycle (Reicheld, 1996). Basically, the hotel industry is a customer oriented industry, along with a service related sector. The hotel industry has to market themselves as brands. It is very important & essential to be customer centric and at the same time, it is to ensure that their guests get the best of the values and benefits. The hospitality management should ensure that their guest remain continuously satisfied, happy, content and should make them feel welcomed with a courteous and efficient service in a clean, safe & secured environment. The management should also ensure that the best quality of products are sold at a competitive & reasonable price (Jone and Newton, 1997). The management should ensure that guests’ satisfaction is the business philosophy by creating value for customers/guests. Considering all the consequences of anticipations and implementing their needs & expectations, it is necessary to demonstrate the ability and responsibility to satisfy them as a key element of business strategy.

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Service Quality & customer satisfaction are the key elements for the success of any customer-oriented organization (Gronoos, 1990; Parasuraman etal., 1988). Chamayne (2003) pointed out that strategies that can be implemented in an organization to improve customer satisfaction level by proper customer complaint handling procedures, pricing of products, policy making, provision of safety & security system, feedback procedures of customers satisfaction management, prompt service, service quality delivery, courteous staff, employee training, retaining of staffs, reducing employee turnover etc. The organization should have a clearly defined customer service policy & anticipate clients needs well in advance & honour the organization. For booking of OYO rooms, it has to be done through online portal Research shows that online booking generates 32% of hotel revenue (Travel Click, 2012). Transparency of price through online channels creates more pressure to hotel room tariff. As per OYO room methodology, the hotels should keep rate parity in all online channels and also keep online rates as low as possible, or provide with 'low price guarantees' on hotel websites (Green & Lomanno, 2012). It has been observed that most of the customers are keen, preferably of acquiring good value for their money, instead of not going for the lowest possible price all the time. Online customers express their loyalty to a service provider in several ways, as OYO rooms are an online aggregator of budget hotels (Viitanen et al., 2003). It is expressed in re-peat purchase attitude (booking rooms for the same property) along with favourable word of mouth (recommending to friends & relatives to use the same property). Through online purchase, WOM (word-of-mouth) method can also spread far in a quick & responsive manner. On-line customers can also e-mail their reviews, which can be accessed in the form of a link, and thus customers can recommend hotel’s web site to friends & family.

Objective – The paper aims to understand the growth of OYO in India within a span of few years, the business model it follows, reflecting on customer satisfaction and quality of service delivered. It also aims to study those factors that can influence a customer’s purchase behaviour & decision to stay at OYO property. . Its Growth in India and beyond OYO's strategy about creating quality living spaces all around the world is truly different & unique. OYO have created the first truly global brand out of India. Even the largest Indian brands cannot be found in every big & small city in over 50/60 countries around the world. Now, we see OYO sign in hundreds of cities around the world, which shows its popularity.

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Few years ago, the scenario was like - when someone would come off a train or a bus or a plane in a strange city, they would be explored by touts. They would have no assurance of which hotel or guest house would be safe & secure. They had no predictability of what tariff they would end up paying & finally what they got inside the room would completely depend on their luck. All that has changed because of OYO. OYO is neither a room aggregator, nor an online travel agency. OYO is neither some certification company, nor a market place. It is a hotel chain & in the process of evolving into the world’s largest hospitality business. The difference lies in the quality of service delivery. OYO's policy makers ensured that OYO business should be very technology driven in today's competitive and tech savvy world. Since the founder belongs to Odisha, OYO aims to double its presence in Odisha by 2019 end. It has set a target to ramp up its presence and take the count of rooms to over 10,500 by the end of 2019 in Odisha. OYO had less than 1800 rooms in April 2018, it has been increased to 5400 by April 2019. Odisha is among the strongest markets for the company, which is consistently delivering high results & the company is focussed on growing & deepening its presence in the state. The company is humbled by the trust over 330 assets owners which have shown in OYO by being a part of its chain & supporting OYO's vision & mission of creating & promoting quality living spaces to its customers. In Bhubaneswar, OYO has over 2200 rooms in 196 hotels and counts hubs like Saheed Nagar, Nayapalli, Rly Station, Patia, Khandagiri, Nayapalli, Bapuji Nagar and Old Town as its top-performing locations receiving the highest footfall of travellers. Across Odisha, the hotel chain is looking at expanding its presence to newer cities, including Paradeep, Talcher, Dhenkanal, Balasore, Bhadrak, Barbil & Bargarh. Beyond India, OYO Hotels & Homes has able to achieve the position of becoming the second largest hotel group and company in China. In a short span of 1.5 years, OYO have expanded its presence in China to 320 cities, nearly 10,000 OYO-branded hotels and 450,000 rooms, surpassing the scale of traditions & established hotel chain brands. OYO have registered a franchisee contract renewal rate of more than 97%, which reflects the value that OYO creates for asset owners while providing quality affordable accommodation to guests (OYOSHORTS, OYO NEWS). Company launched a new mission to jointly build OYO Home over key Online Travel Aggregators (OTA) like , GOIBIBO, MAKE MY TRIP & Booking.com. The goal is to achieve 100 Listing Coverage and start unlocking the potential of Home on OTAs by increasing its contribution to 15% of overall revenue.

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It also aims to explore a range of ways of working together. It is committed to offering great quality living spaces to guests/travellers around the world. Airbnb is the partner of OYO in this vision. Actual intent is how to learn from each other & do more together. Airbnb checks into OYO with strategic investment. Airbnb also invests in OYO’s Services E Funding round and plans to invest upto $200 million. Strong global footprints of Airbnb & its access to local communities have opened up new opportunities for OYO, especially OYO Home to strengthen & grow while staying true to its core value proposition. It is expected, in the long run, that through this partnership, millions of travellers will be benefitted and can rely on Airbnb & OYO Hotels & Homes to find a feeling of home away from home. Presently, OYO aims to work with other players that have the potential to play a strong role in their mission, vision & goals. OYO Hotels & Homes is the 6th largest hotel chain with a single mission of creating beautiful living spaces.

January'2013 June'2013 July'2014 Now (June'2019) 1 property 3 Properties 13 Properties 23000+ Hotels

Now one can find OYO in 800 cities across the globe. OYO also brings great living spaces to 50+ hotels in U.S. The company is celebrating growth in the U.S., as the company announces plans to invest $300 million over the next few years. Currently, managing 50+ OYO buildings in more than 35 cities & 10 States - which includes popular cities like Augusta, Atlanta, Dallas, Houston, Los Angeles, Miami, New York, Los Angeles and San Francisco. The Company comprising of a strong team of 350+ OYOpreneurs (as the OYO staffs are known as) across 15 states is opening new building per day on average. As an outcome, it has already successfully generated over 1000 jobs. The management of OYO has played a vital role to attract the customers by introducing OYO's standard & popular cost saving design, smooth delivering system, and value for money, reasonable priced product, clean hospitality experiences to capture the market efficiently for its continuous healthy growth. It will drive growth in the U.S. to buy OYO brands, that include accommodation sector - OYO Hotels & OYO Townhouse - which will create a new philosophy, new concept, that everyone, should experience - # Living a Good Life for healthy growth of the company(OYO SHORTS, OYO News).

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OYO TOWNHOUSE - The company has opened the doors of the 100th OYO Townhouse in India, making it the largest mid- market boutique hospitality brand in the country. The 100th OYO Townhouse in Pune is the biggest so far with the 130 rooms. It is packed with great offerings, such as a rooftop specialty restaurant, coffee shop, spa, 2 banquets, impressive lobby, & ample parking space. With around 90% occupancy, OYO Townhouse witnessed 1.3x growth in the number of repeat customers across 16 Indian cities between April-June 2019. It has also received great feedback from guests with 82% rating it 4 and above (out of 5). It is built on 6 layers of innovation - Smarter Rooms, Smarter Spaces, Smarter Menus, Smarter Buildings, Smarter Service & Smarter Location - OYO Townhouse caters to the needs of the millennial travellers. OYO hotels & Homes has been ranked number 3 in the top companies to work for in India in 2019 list by LinkedIn & have been among the top 10 for 3 years in a row, which shows a massive achievement. This is a victory of each & every OYOpreneurs who has worked tirelessly to help the company get closer to achieving its mission of creating quality living spaces. It is a testament to the value that OYOpreneurs are creating for millions of guests/travellers & thousands of asset owners who have contributed to the success in equal measure. The strong partnership is steering OYO on the path of success every day. This is the 4th successive LinkedIn recognition for OYO, & OYO is proud to share the honour with some of the most respectable & established recognition such as Amazon, , , Uber, TCS & Alphabet etc. All the organizations honoured by LinkedIn this year are groundbreakers in their respective industries. They are revolutionaries, visionaries & pioneers, who are solving some of the biggest challenges for customers across the world through technology & innovation. It is challenging for OYO to be a part of this prestigious list.

Services & Facilities provided in OYO Rooms The accommodation sector is unorganized & fragmented. However, OYO has introduced a new customer friendly approach to win the minds of the customers for the further growth of the company. Presently, its world's largest technology enabled hotel network. OYO’s initial advertisement through the digital domain has gone a long way to capture the business class hotel market. Presently, in social media, it has facebook presence, Twitter followers, and OYO apps downloaded by a large number of frequent active users, which has helped it to gain popularity.

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Its a 'Make in India ' initiative. It aims to have a standardization of various parameters in each room – that includes LED TV, free wi-fi, white bed linen of a certain thread counts, beds with comfortable spring mattress, and reasonable toiletries with complimentary break-fast. Its uniqueness lies in the fact that it provides the same kind of amenities & the same happy experience in all its room across the country. OYO has formulated policy for checking and auditing every few days in order to ensure that the customers can feel the experience of assured quality. Beside this, it also offers rooms at reasonable & competitive prices in order to capture the budget segment. The budget stays range from Rs. 999 to Rs 4000/-. New Technology is being used by OYO to link all its functions with the customers, which in turn provides the customer a pleasant joyful experience. Before travelling, customers pre-book their rooms before reaching their destination, which is possible in accordance with the OYO’s. The major reasons for pre-booking are that, the OYO gives importance to value (value for money) & convenience. It is a people centric approach that helps to communicate & deliver more appropriate & appealing messages to commercially average people. Thus, it has become a very easy & simple process in finding an OYO room for any average customer, irrespective of any city, climatic segmentation. No limitations exist with OYO rooms, in terms of demographic factors that include age, income, gender, marital status & psychographic factors that include lifestyle, personality, interest & opinions. The behavioural role is usage rate, which depends on the customers’ loyalty. Some are happy, but some are not happy with its fewer property standards. It also makes the customers content as also the case for safety. The company usually targets budget class customer as OYO provides room at lesser price with minimum needed basic facilities & services. It indicates to provide the same amenities & the same amazing experience throughout all its rooms, within the country, Since, it has strong & large scale advertisement on social media, it has more than 18 million+ followers in Facebook and 8000+ followers in twitters and is increasing day by day.

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(Source - OYO website - www.oyorooms.com)

OYO WIZARD, India’s largest paid hospitality; payty programme, has reached the 1.5 million subscribers. OYO Wizard recognises & rewards frequent customers & comes with unique benefits, including guaranteed discounts, cash back, discount coupons & upgrades. Currently, 6000+ OYO hotels in India have partnered with this program. Today, every fourth room in India is booked by a Wizard member on OYO. Moreover, OYO Wizard members save approx 4X of the subscription less than the first six month of membership purchase. This makes it a compelling value proposition for guests.( OYO LENS, Forensic Insights).

Research Methodology Research Design – The research subject chosen is Exploratory in nature. The concept adopted is considerably new in India. Both primary data as well as secondary data has been collected to conduct the study. A structured questionnaire was prepared to collect the responses of the customers on the basis of various service attributes rendered to the customers, which served as the primary data, Simple random technique was used for the survey. Most of the respondents belong to Bhubaneswar and in the state of Odisha. Total 150 questionnaires were distributed among the respondents, but, only 100 valid questionnaires were retained for analysis. The instrument for this study was on-site & structured questionnaire. Secondary data was collected through newspapers (various clippings on OYO), hospitality magazines, websites, OYOpreneurs (OYO staff).

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Data Collection & Analysis

Demographic profile of the Respondents CHARACTERISTICS RESPONDENTS (%) Gender Male 70 Female 30 Age Less than 25 25 26-40 40 Above 40 35 Education High school 10 Graduate 50 Post Graduate & Above 40 Income Less than 50000 15 Range/month (Rs.) 51000 - 100000 45 Above -100000 40 Occupation Service 55 Business 35 Others 10 Length of stay Less than 3 days 50 3 – 5 days 30 More than 5 days 20

Table .1 – Represents the Demographic profile of the Respondents

Gender & Age 80 70 60 50 40 30 20

Respondents% 10 0 Male Female Less than 25 26-40 Above 40 Gender Age Series1 70 30 5 40 35

Fig. 1- Represents Gender & Age of the Respondents

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Education & Income Range 60 50 40 30

Axis Axis Title 20 10 0 Post High Less than 51000 - Above - Graduate Graduate school 50000 100000 100000 & Above Education Income Range/month (Rs.) Series1 10 50 40 15 45 40

Fig. - 2 - Represents Education & Income Rage of the Respondents

Occupation & Length of stay

60 50 40 30 20 10 0 Respondents% Less than 3 More than Service Business Others 3 – 5 days days 5 days Occupation Length of stay Series1 55 35 10 50 30 20

Fig. 3 - Represents Occupation & Length of stay of the Respondents

Table. 2 - Factors affecting Customer satisfaction:-

Description Highly Satisfied Neither Dissatisfied Highly satisfied satisfied nor dissatisfied dissatisfied Employee behaviour 24 46 13 12 5 Assured & valued 22 34 15 18 11 Services Premium Location 30 25 15 22 8 Easy Booking 12 50 22 12 4 Process Prompt services 16 41 17 11 15

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provided Cheap price 18 25 15 22 20

Facilities and 16 40 15 14 15 Amenities in the room Safety & Security of 12 50 22 10 6 valuables & customers Food & Beverage 30 25 15 22 8 provided by OYO Best Payment 40 20 10 18 12 Options Rooms availability 18 54 13 10 5 Hygiene & Neatness 22 30 19 18 11 in Rooms

For OYO, customer service is not a department. It's an attitude. The mantra is - Each one at OYO is in the business of serving the customers.

Services provided (%)

60

50

40

30

20

10

0

Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Fig. 4 – Represents the Services provided (%) and the satisfaction level of the customers

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The result shows that most of the customers were moderately satisfied with the services rendered & facilities offered by OYO.

Future goals The goal of this year, i.e. in 2019, it aims to scale & deliver great quality of service, alongside safety & security, i.e. positioning with superior quality of product & service delivery for every OYO brand. Safety & security of guests is paramount. A slew of action in this direction is on the way to be implemented. OYO needs to scale up fast so that it can bring quality accommodation to many more millions of its guests as soon as possible. Presently, it focuses maximum on backpackers & executives, They should fall prey to bad quality or exorbitant prices. Quality of service delivery will be the key factor. OYO needs to take pride in each of its brands - starting from the name & prominence of the brand signage on its hotels to the delivery of customer services. Consistency of service delivery is what they are focussing on. Creating a larger presence of OYO in every big & small city is their ultimate goal. A number of areas need to be improved upon including partner engagement & support as well as creating cost efficiencies as at going scale. Hiring the right talent at the right time and also training of colleagues will also play a crucial role.

Findings OYO basically targets the Business Executives who are frequent travellers, Technology savvy, seeking for budget friendly accommodation, but cannot compromise on luxury. It also targets the Backpackers, who are also very frequent travellers, but extremely budget conscious, and can compromise on quality. However, OYO has tied up with only budget class hotels, which is its major drawback. As it is expanding the business at a fast pace, the company is loosing its popularity in the market where the question of sustainability arises. If this can be controlled, the business can be improved. India has more budget travellers, so OYO will always have business. Moreover, tech-savvy people prefer technology more these days which will always aim to make OYO an evergreen option. Sine, competitors are thronging the market day by day, so it has to keep its service qualities strong enough to hold the budget class travellers. Study shows that it lacks customer loyalty. The company lacks in competitive advantage. OYO is not able to capture elite star category hotels, as it focuses its business only on budget class hotels. OYO is strongly focussing on its expansion, not only in India, but beyond India.

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At present, some hotels are following the OYO standards & norms. Customers are also becoming more demanding & choosy, so at times, OYO is not able to meet & fulfil their requirements.

Conclusion The basic principle of OYO's strategy is to draw the attention of the customers with a lower room rate in comparison to the basic price of the hotel. It aims to offer rooms at a reasonable rate which suites with the budget of user. The room is priced at a very moderate rate, which varies, depending on the location & luxury of the hotel along with amenities & services & also generates loyalty from customers. The result shows that most of the customers are in the age group of 26 - 40 yrs and the duration of stay is for a short period, i.e. within 3 days. The customers are also moderately satisfied with the basic minimum services & facilities provided that matches with their budget. The outcome of the research will help OYO Rooms to have a proper understanding, holistic approach & clear guidelines of factors, which will determine & exert the satisfaction level of Indian budget class customers. Presently, it has captured the Indian market and is one of the most popular hotels booking brands in India. Also, the result derived from the data analysis showed that the customers are very much choosy about the various service segments. Therefore, it is very important from the service provider's point of view that they should present their services in such a manner that maximum customer satisfaction is achieved. It helps to build a strong customer base to remain sustain in the hospitality industry. It is essential for the service providers to upgrade their services in order to meet the expectations of the customers at desired levels. Therefore, service providers need to be customer centric. The study is an attempt, so that OYO becomes more perfectionists in the field of customer satisfaction. OYO should also ensure to make uninterrupted services efficiently & maintain uniform sustainability in the longer run. However, it can eventually target the elite customers with its brand & can go ahead by signing up contracts for its growth & prosperity.

References:-

 Akhilia, S. & Manikandan, C. (2018), 'A study on growing trends of online hotel booking', International Journal of Commerce & Mgmt. Research, ISSN - 2455-1627, Vol. 4, Issue – 3

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 Chamayne S. What are the recommended strategies to use to improve customer satisfaction, 2013. Retrieved from http/xmall business.Chron.com/recommended  Dilpazir & Amin Insha (2015), 'A study of Customer Satisfaction towards Hotel Industry in Kashmir Valley', ISSN:2249-7196, Volume 5, Issue 12  Gronroos, C. Service management and marketing: managing the moments of truth n service competition. USA: Luxington Books, 1990  Green, C.E. & Lomanno, M.V.(2012), Distribution Channel Analysis: A Guide for hotels, HSMAI Foundation.  Hospitality Industry - Disruption by OYO rooms -Ceaft driven Research.html  Jones U, Newton S. Hospitality and Catering: A closer look, London: Cussel/Wellington House, 1997.  Kesharwani, S. & Kumar, Vivek (2016), 'On your own: An OYO story: A case study', International Journal of Engineering & Management Research, ISSN - 2250 - 0758, Vol. 5, Issue - 5  Kotler & Armstrong (2004), Principles of Marketing, Pearna Prentices Hall, NewJersey  McCarthy & Perrault, (2002), Basic Marketing A Global Managerial Approach, McGraw Hill, New York, 350 p  Maheswari, N. & Kundailaraj, J. A. (2018), 'Determining the favours affecting Customers satisfaction in OYO Rooms', Journal of Emerging Technologies & Innovative Research, ISSN-2349-5162, Vol 5, Issue 2.  Reicheld (1996), The Loyalty Effect, Havard Business School Press, Boston.  Venkataraman, P. B. & Singh, Ankita (2017), India's largest Branded Network of hotels: Strategic Case study Analysis of OYO rooms, ISSN : 2321-0613, Vol. 5, Issue - 7.  OYOSHORTS, trending@OYO  OYO Rooms website – www.oyorooms.com  OYO Rooms Facebook – https:// www.facebook.com/oyorooms  OYO Rooms Twitter – https://twitter.com/oyorooms  OYO Rooms Instagram – https://www.instagram.com/oyorooms  Download App – oyorooms/app  Blog - – oyorooms.com/blog

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 Dora Shiva, OYOpreneur  OYOSHORTS, OYO NEWS

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