Service Quality Imapact: Customer Satisfaction Assessment Answer

Discuss about the Service Quality Imapact for Customer Satisfaction.

Introduction

Customer gratification is considered one of the imperative measures for the sustainability of any hotel in the hospitality industry. It is assumed that better service will increase the level of satisfaction in the customers.  Majority of the hotels are not competent enough to meet the satisfaction level of the customers, which directly impact the earnings of that hotel (Chen & Hu, 2010). The hospitality industry of Australia is facing this issue and is not be able to establish a decent relationship with the customer, because many of the organisations cannot provide a better service in continuation.  The satisfaction ratio of the customers in any hotel can be determined with the help of return visits in that particular hotel.  From last decade, the return visit rate has drastically decreased and the main reason behind this change is considered the low level of the customer satisfaction (Ladhari, 2009).
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The aim of this research proposal is to determine the major impact of the quality of service provided on the customer satisfaction. This proposal also includes the various aspects of the level of customer anticipation with the real experience to the service quality provided in the hotel (Kralj & Solnet, 2010).

Research questions for the issue

In this research proposal the objective is to analyse the set of questions based on the issue stated above and the basic remedies in order to resolve the issue, with the help of research statistics and suggestions. The sets of the questions are highlighted below

• What are the major effects of service quality on the customer satisfaction in hospitality industry?
• The difference between the expected service and the experienced service of hotel?
• What are the main remedies and options that need to be followed for the betterment of level of satisfaction in the customer?

Research methodology and techniques

Certain specified rules and techniques need to be applied to examine the actual issue and options for this research. Some statistical methods would also be used on the basis of the constraints by the statistical researchers (Swarup, Gupta & Mohan, 2009).

Research methodology

• This methodology comprises certain plans which are applied to determine the actual elements and aspects of the issue based on the given problem
• At the initial stage, the statistical researchers accumulate the relative data from various respective sources
• Formulating the work frame before conducting the research work
• Analysing the data collected and information from various sources in order to co-relate them with the respective problematic situation
• Draw a relation on the effect of service quality on customer expectation by quantitative and qualitative data
• Theoretical view among the various factors like the customer expectation, experience, satisfaction and service quality
• Final evaluation based on the analytical data information and theoretical view

Various research processes

There are seven steps to complete a research work process.

Defining of research issue or problem

Literature review for the research topic

Formation of the research model

Research design

Data collection for research

Analysis of data

Explanation of research outcomes

A brief discussion about these process steps are as follows

Defining of research issue or problem

This is the initial step of the research work, which includes the determination of the issue or the problem. The researcher will understand the various aspects and situations related to the problematic situation and connect the various sets of elements in order to rephrase the issue.             

Literature review for the research topic

When the process of defining the major issue and problems for the research is completed then, the researchers will start analyzing the articles, past research and various frame works. In this research proposal the theoretical background and content for the customer expectation, experience and quality of service will be examined Lieberman et. al., 2011).    

Formation of research model

Once the conceptual framework is completed, then the researcher starts formation of the various research models in order to manage the research work.  For the evaluation of the major impact of quality service on the customer satisfaction, lots of marketing strategies and statistical tools need to be discussed. Various models are formulated based on the research work for the different level of the customer satisfaction. The researcher will decide the final models and tools to the best of its suitability based on the literature review report and the current research work process (Hillier, 2006).

Research design

This step includes the assembly of the specific evidences which consumes less cost, time and efforts.

Data Collection for research

The researcher starts colleting the data and information for the research. This data can be primary or secondary depends on the availability and hence, collected from various sources and past research work.

Analysis of data

Analysis of the data is considered as the imperative process step in research work, because it includes the analysis of the collected data and information and shows the outcome in the tabular, graphs and chart format (Hastie, Tibshirani & Friedman, 2001).

Explanation of research outcomes

The last process step of research includes the explanation and interpretation of the final report as per the results of the research.

Data and information collection and analysis techniques

The researcher collets various data and information from different articles and sources. To conduct the research, different statistical tools and techniques and marketing strategies are used. These tools and techniques are inferential statistics, measures of dispersion, central tendency, hypothesis etc.  Research work required both type of data, primary data needed for the specific research work and secondary data needed to promote the data analysis (Hillier, 2006).

In this research proposal, these are the measures taken by the researchers

• descriptive type research design
• primary data from various surveys
• preparation of feedback questionnaire  from customer
• find the qualitative factors with the help of hotel members, staff by conducting various sessions like direct interview, meetings
• sample size decided for this research is 70
• number of customer is 50 and number of hotel members and staff is 20 for sampling
• analysing the collected sample data and information
• interpretation of the data into various format
• statistical analysis to find the final outcome of the research work
• if secondary data is selected for the research work then, the data and information has to be collected from various websites, journals, books and articles

Expected Research Outcomes

This research work process will provide a statistical outcome to describe various imperative factors for customer satisfaction.  The collected information and statistical results provide the impact of the service quality on the level of the customer satisfaction. This research will explain the different features for the variation in the interest of the expectation of customer. After applying hypothesis tool, the result tells about the specified impact between the service quality and satisfaction level of customer. This research report shows the various aspects of the hotel service quality that need to be changed in order to enhance the customer satisfaction level and rate of return visit.

References

Chen, PT & Hu, HH 2010, ‘How determinant attributes of service quality influence customer-perceived value: an empirical investigation of the Australian coffee outlet industry’. International Journal of Contemporary Hospitality Management, vol. 22, no.4, pp. 535-551.

Hastie, T, Tibshirani, R & Friedman, J 2001, The Elements of Statistical Learning, Springer Publications, New York

Hillier, F 2006,  Introduction to Operations Research, McGraw Hill Publications, New York

Kralj, A & Solnet, D 2010, ‘Service climate and customer satisfaction in a casino hotel: An exploratory case study’. International Journal of Hospitality Management, vol. 29, no.4, pp. 711-719.

Ladhari, R 2009, ‘Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry’, Managing Service Quality: An International Journal, vol.19, no.3, pp.308-331.

Lieberman, FJ, Nag, B, Hiller, FS & Basu, P 2011,  Introduction To Operations Research, Tata McGraw Hill Publishers, New Delhi

Swarup, K, Gupta, PK. & Mohan, M 2010,  Operations Research, Sultan Chand & Sons, New Delhi