Exploring Technology in Hospitality Industry: An Exploratory Study

The provided content focuses on research methodology in the context of supply chain management, customer experiences, and online marketing. It includes various sources such as books, journals, and online articles that discuss different aspects of research design, data collection, and analysis. The content also provides a questionnaire as an appendix to gather feedback from respondents.

ADVANCED RESEARCH
METHODS FOR TOURISM
AND HOSPITALITY
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explore the context of advanced research methods...............................................................1
1.2 Evaluation of research process..............................................................................................2
1.3 Assessing the development of research in tourism and hospitality.......................................3
TASK 2............................................................................................................................................5
2.1 Evaluation of range of research philosophies........................................................................5
2.2 Assessing the range of information to support and develop research....................................6
2.3 Analysis of different approaches to research.........................................................................7
TASK 3............................................................................................................................................8
3.1 Appropriate research methods in tourism and hospitality.....................................................8
3.2 Range of information sources to make effective decisions around the collection of data.....9
3.3 Evaluation of different approaches to data collection 300..................................................10
TASK 4..........................................................................................................................................11
4.1 Evaluation of range of secondary data.................................................................................11
4.2 Evaluating complex sets of primary data.............................................................................12
4.3 Synthesis qualitative and quantitative data in complex mixed method approach...............14
TASK 5..........................................................................................................................................15
5.1 Evaluation of issues of reliability and validity in data and identifying solutions 450.........15
5.2 Developing and planning a research project appropriate for the level of study..................16
5.3 Critical evaluation of research need, produce an appropriate research proposal.................18
CONCLUSION..............................................................................................................................20
RECOMENDATION.....................................................................................................................21
APPENDIX....................................................................................................................................24
Questionnaire.............................................................................................................................24
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INTRODUCTION
Research methodology is referred to as systematic, theoretical analysis of the techniques
that can be applied to the field under study. It is consist of theoretical analysis of the body of
techniques and principles are attached with the branch of knowledge. Research is regarded as the
procedure related with collection of information in order to develop business decisions. In the
present study wide range of research techniques have been used with the aim to assess the
satisfaction prevailing among the customers of Hilton hotel. This can be effectively examined
through application of different data collection tools and techniques. The present report
demonstrates comprehensive understanding of research within tourism and hospitality research.
TASK 1
1.1 Explore the context of advanced research methods
Research is referred to as systematic investigation into and study materials as well as
sources with the aim to establish facts and reach new conclusions. In other words, research can
also be defined as systematic investigative process that is being employed for the purpose of
increasing or revising current knowledge by discovering new facts. It has been categorized into
two which includes basic research that aims at increasing scientific knowledge. Another is
applied research that aims at using basic research in order to solve problem. There is greater
importance of research that assists the researcher in drawing valid conclusion from the
investigation. The importance of present research has been enumerated in the manner below: Problem solving: For the purpose of resolving several problems that are associated with
the organization the firm can carry out research in an effective manner. With this they can
determine potential solution to the issue that is being faced by the firm (Sheehan, 2010).
Moreover this result in determining the success of the firm to a greater extent. Identifying trends and patterns: The role of research is significant in examining the trends
and patterns that are prevailing in the market. Thus with the assistance of such business
can incorporate changes within the market so that it can survive for longer period of time.
 Creating theory: By carrying out the investigation determination can be done with respect
to the certain universal assumption that made regarding particular concept. Thus by
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gaining insight to this specific theories are being developed by the researcher which can
be used by different analyst in order to reach conclusion.
There is presence of two types of research. This includes:
Pure research: It is the research that is being done for the purpose of enhancing
knowledge. Under this the investigation does not possess immediate commercial potential. It is
also referred to as fundamental as well as basic research (Mackey and Gass, 2013). The main
purpose of this is to increase the knowledge rather than to invent something.
Applied research: It is the type of investigation that is devised for the purpose of solving
practical problem of the modern world instead of acquiring knowledge. The major focus of such
kind of investigation is to resolve issues related with social and real life.
In the present investigation the impact of customer satisfaction on the revenue of the firm
has been determined. For this research has been done on hospitality organization that is Hilton
hotel. This is in order to gain deeper insight to the ways in which satisfaction level among
customers can be enhanced (Zhang and Wedel, 2009). Further with the assistance of
investigation better understanding can be developed regarding the extent to which there is
presence of satisfaction customer's of Hilton hotel.
1.2 Evaluation of research process
The process of research involves several steps. These have been enumerated in the
manner below: Problem definition: The initial step in the process of investigation relates with the
definition of the problem. Under this the issue related with a particular field is being
investigated. This acts an aid for the researcher in gaining deeper insight to the issues that
emerges in a particular field. Thus research would provide probable solution to the
problem and thus valid conclusion can be drawn in an effective manner. Research objectives: After determining the issue that needs to be investigated another
important step in the process of the research relates with determining the objective
(Scruggs and Mastropieri, 2006). This is due to the reason that entire investigation is
based upon the set targets. With this the research can flow in a particular direction that
leads to the attainment of purpose for which investigation has to be carried out. It is
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important to set objectives that are understandable and can be achieved within reasonable
time span. Research design: It is regarded as another major step that is referred to as the entire
strategy that can be chosen with the aim to integrate the several components of the study
in logical manner. This presents addressing of the research problem in an effective way.
It acts as a blue print for the collection, measurement as well as analysis of the data.
Under this stage of research process several methods that would be used in order to reach
at a valid conclusion are determined. Data gathering: This step under research process involves collection of the data so that
valid conclusion can be drawn from the investigation. The sources of data collection that
are used include primary and secondary (Guercini, 2014). Under primary method first
hand information is collected from the respondents that can offer useful information
about relevant subject matter. In contrast to this secondary data can be collected from
past researches on the phenomenon under subject matter. This assists the researcher in
gathering information with respect to particular field. Data analysis and interpretation: This is regarded as the most critical part of the
investigation. It is related with the analysis of the collected information so as to attain
objectives of the investigation. This assists in attaining suitable outcomes from the
research in an effective manner (Shankar and Batra, 2009). The outcomes gained from
the investigation are analyzed in an effective manner so that valid result can be drawn by
the researcher.
 Presenting the results: The last step in the process of investigation is presentation of the
outcomes. Under this the findings from the research are demonstrated in an appropriate
manner. Thus, this acts as an aid in attaining success through the investigation.
1.3 Assessing the development of research in tourism and hospitality
The key aspect for which the present research will be carried out would be in relation to
analyzing the impact of customer satisfaction on the revenue of firm such as Hilton hotel. The
development of the investigation is carried out through analysis of the research aims and
objectives. This assists in determining the direction in which the investigation can be carried out
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forward. Moreover after establishment of the research aim the investigation can be conducted in
particular direction. Thus this results in attaining success through the investigation. Further the
rationale for the research is being determined. This presents the purpose for which the
investigation is being carried out and also examines the ways in which it can be attained in an
effective manner. For the present research on customer satisfaction the main purpose of the
investigation is to examine the factors that affect satisfaction level of customers (Ioakimidis,
2010). Further the study provides determination of the ways in which customer satisfaction can
be enhanced. With research aims and objectives the study can be carried out forward. This acts
as an aid in assessing the success from the investigation. The study would include the factors that
affect the behavior of the customers towards purchase decision. This facilitates in making
determination of the extent to which the customers are satisfied within the organization. The role
of research in tourism and hospitality sector is of greater importance as which this they can able
to gain knowledge regarding the areas where they lack. Thus improvements can be made in an
appropriate manner.
In the present research different techniques have been used for the purpose of
investigation. With the assistance of this investigation can be carried out in an appropriate
manner (Green, Camilla and Elmore, 2012). Moreover it has greater role in facilitating the
researcher towards the attainment of research goal. In the present report the philosophy that
would be used is interpretivism. This is because it assists in drawing valid conclusion from the
investigation and act as an aid in interpreting the responses gained through technique of data
collection. The approach that will be used in the present investigation is inductive. This is due to
the reason that it is useful in gaining desired outcomes in an effective manner. Along with this
the technique that is being for collection of data is survey. Under this questionnaire method will
be used. This would assist in gaining responses from the customers. The sample selected from
the present report includes customers of Hilton hotel (Kothari, 2011). With the analysis of their
responses an insight can be drawn regarding extent to which customers are satisfied by using the
services of hospitality sector.
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TASK 2
2.1 Evaluation of range of research philosophies
Research philosophy is referred as a belief regarding the manner in which the information
related with the phenomenon can be collected, analyzed as well as used. Further the research
philosophy is being examined as the development of the research background, research
knowledge as well as its nature. It involves nature of the knowledge in relation to the
investigation. Research philosophy includes the factors like the manner in which the individual
looks at certain things in different manner. Further it also includes several beliefs as well as
perception in reality. The philosophies are based upon an important assumption regarding the
way in which someone views the world. There is presence of two types of research philosophy.
This includes positivism and interpretivism. The former produces hypothesis that can be tested.
Along with this it determines the explanations which can be examined against the knowledge
which is widely accepted across the globe where we live (Palmatier, Dant, Grewal and Evans,
2006). The concept that is related with positivism is directly attached with the idea of
objectivism. Under this type of research philosophy researcher provides their viewpoints for the
purpose of evaluating the social world with the assistance of objectivity. The approach related
with positivism makes an assumption that external world is making determination of the
behavior. Further under this the researcher is objective and value free. The truth is required to be
confirmed with empirical data. It focuses on quantifiable observations as well as statistical
analysis. On the other hand interpretivism philosophy is the one that provides suitable
justification for the problem under research. With the assistance of this the researcher can
highlight the facts as well as figures that are associated with the issue under the investigation
(Trusov, Bucklin and Pauwels, 2009). The philosophy of interpretivism defines the approach that
lay emphasis on the meaningful nature of participation made by the individual within cultural
and social life. The interpretivism philosophy is defined as the social constructionism within the
field of management research. Under this, researcher focuses on giving importance to beliefs and
values so as to offer justification to the problem under investigation. This kind of research
philosophy understands the particular situation of the business.
In the present report on customer satisfaction and its impact on revenue of the
organization such as Hilton hotel interpretivism philosophy will be used. This is due to the
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reason that it is qualitative in nature. Further it provides an opportunity to the researcher in
carrying out the investigation in their own perspective. With the assistance of this responses of
the customers can be examined in an effective manner (Hussain, 2011). Thus the extent to which
the customers are satisfied by using the services of Hilton hotel can be known. This would assist
researcher in drawing valid conclusion from the investigation.
2.2 Assessing the range of information to support and develop research
There is existence of wide range of information that can be used for the purpose of
supporting and developing the investigation in an effective manner. The assessment of the
information can be done on the basis of its credibility, accuracy, reasonable as well as support.
The information can be gathered through primary and secondary data collection sources. With
the assistance of primary sources first hand information will be gathered. It assists the researcher
in gaining better understanding from the responses gained through technique of survey. It is
essential for the researcher to make selection of the source that offers authenticated information
for the purpose of investigation.
In contrast to this secondary data collection sources can also be used for the purpose of
gathering information from the sources such as Books (Noble, 2011). The role of books is
effective in providing background information. Further they assist the researcher in providing
better understanding regarding the concept. Along with this they act as reliable source of
information through which valid information can be gathered by the analyst in an effective
manner. In addition to this secondary with respect to satisfaction level of customers of Hilton
hotel can be determined with the assistance of market research. Through this extent to which the
customers are satisfied can be known. Thus determination can be made regarding the reputation
of the business in the marketplace. Further through company's information an analysis can made
regarding the profitability of the firm. This acts as an aid in offering accurate information that
can be used by the researcher in making analysis of the subject matter under study (Rudall and
Mann, 2010). Internet is another major source of information that provides wide range
information to the researcher. But on internet anyone can publish anything. For instance,
Wikipedia is not regarded as accurate source of information. But the references that are specified
at the bottom of Wikipedia can be of greater use to the researcher. There is greater importance in
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judging the quality as well as authenticity of the material that is being used. Google scholar can
also be used for academic quality material. It is essential to make selection of information that is
effective and reliable for investigation. Some other source of information that can be sued by the
researcher includes BBC News website, academic journal, magazines, newspapers etc. With the
assistance of this accuracy of information can be ensured. Further this leads to accomplishment
of the research in successful manner. Moreover it is effective in attaining objectives of the
investigation effectively (Sreedharan, 2007). The selection decision of appropriate sources can
be made by viewing the degree to which wide range of information about the concept under topic
is offered.
2.3 Analysis of different approaches to research
Methodology is referred to as systematic, theoretical analysis of the methods that can be
applied to a field of study. It includes theoretical analysis of the body of methods as well as
principles that are attached with a branch of knowledge. It is comprised of concepts that include
paradigm, theoretical model, phases as well as quantitative or qualitative techniques.
Methodology is also defined as the one that provides theoretical underpinning with the aim to
understand which method, set of methods or best practices can be applied to a particular case.
Research methodology demonstrates the manner in which the research can be carried out in an
effective manner. Further it offers justification on the method which is valid and appropriate
(Gurau, 2008).
There is presence of different kinds of research. This includes pure and applied research.
The former is defined as the research that is being carried out for the purpose of enhancing
knowledge. Under this the investigation does not possess immediate commercial potential. It is
also referred to as fundamental as well as basic research. The main purpose of this is to increase
the knowledge rather than to invent something. Pure research is also known as theoretical
research. Under this the investigation is carried out for the sake of researcher. In addition to this
the research is done with the aim to add theory without its application directly or immediately.
On the other hand applied research is the type of investigation that is devised for the purpose of
solving practical problem of the modern world instead of acquiring knowledge (Thomas, 2011).
The major focus of such kind of investigation is to resolve issues related with social and real life.
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Under this type of investigation there needs to be direct relevance, academically or practically. In
the present study on customer satisfaction the type of research is applied. This is because it offers
greater opportunity for the researcher to gain insight to the extent of customer satisfaction and
the ways in which it can be enhanced in an effective manner.
The research can be categorized further as well. This includes primary as well as
secondary research. Under primary research data would be gathered by researcher whereas in
case of secondary research the data is researched by others and can be used by the researcher.
The types of research include exploratory, descriptive, explanatory, evaluative as well as
comparative research (Crossman, 2015). The approaches of the research includes qualitative and
quantitative. Further it is also categorized into deductive as well as inductive. In the present
research that aims at analyzing satisfaction among customers inductive research approach will be
employed. This is because under this data is collected and theory is developed.
TASK 3
3.1 Appropriate research methods in tourism and hospitality
There is presence of different types of research. These can be used by the researcher for
the purpose of accomplishing the investigation in an effective way. The several types of research
methods include exploratory, descriptive, explanatory, evaluative as well as comparative
research. These have been enumerated in the manner below: Exploratory research: This type of research is carried out for a problem that has not been
defined in an appropriate manner. The role of exploratory research can be greatly viewed
towards increasing investigation into a problem that offers insights to the researcher. This
technique makes use of several techniques such as trial studies, interviews, group
discussion, experiments or tactics etc with the aim to gain wide range of information
(Exploratory research. 2015). It is referred to as the research that is carried out for the
first time. Descriptive research: After the establishment of the groundwork the newly explored field
requires more amount of information. Descriptive research is referred to as an attempt
that is made in order explore and explain while offering additional information with
respect to the subject matter under study. This type of research provides detail
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information about the happenings in detail form. The role of descriptive research can be
greatly viewed towards making determination of the things. Moreover it is not quite
tentative as exploratory research. Explanatory research: This type of research is defined as an attempt to associate ideas in
order to understand the cause and effect. This implies that researchers are required to
explain what is going on. It provides detail description on how things come together and
interact (Purposes of Research: Exploratory, Descriptive & Explanatory. 2015). The
concept of explanatory research presents that the investigation in question intends to
explain instead of simply to describe phenomenon that has been studied. Evaluative research: Evaluative research is defined as the type of study that makes use of
standard social research methods in order to carry out evaluation as a particular research
methodology. It is effective in making evaluation of impact of one variable on another.
 Comparative research: Comparative research is the kind of methodology in social
sciences that has an aim of making comparison across various countries or cultures.
For the present study on analysis of impact of customer satisfaction on revenue of the
business descriptive research would be used (Research design. 2015). This is due to the reason
that this assists the researcher in gaining detail knowledge regarding the phenomenon under
subject matter.
3.2 Range of information sources to make effective decisions around the collection of data
There are several techniques that can be used for the purpose of collecting wide range of
information for the purpose of decision making. Collection of the information can be done
through primary and secondary technique. There is presence of wide range of qualitative
technique that can be used by the researcher in order to gather primary information from the
respondents. With the assistance of this the researcher can draw valid conclusion from the
investigation. The collection of the qualitative information can be done through the techniques
such as interview, observation, content analysis as well as focus group. The technique of
interview can be used effectively for the purpose of gathering data within social sciences. The
approach that are being used under this includes positivist as well as interpretivist. The interview
can be categorized into two (Secondary Research – Advantages. 2015). This includes in depth
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interview as well as group interview. Within in-depth interview there is presence of small
number of subjects. In contrast to this the technique of group interview is similar to that in-depth
interview but such is carried out in group. It is important to access that right type of person is
selected for the purpose of interview. This is in order gain better understanding in relation to the
subject matter under study.
On the other hand focus group is regarded as another major technique of research
methodology in which subjective opinions as well as perception of small targeted group of
consumers is elicited in relation to a particular field. These are also known as interactive
discussion groups. With this wide range of information can be gathered by the researcher for the
purpose of investigation (What Is Primary Data in Marketing Research? - Definition, Sources &
Collection. 2015). Another technique of data collection includes observation under which the
things are observed by the researcher and on the basis of this findings are drawn by the
researcher in an effective manner. Along with this the technique of survey also acts as essential
sources that facilitate the researcher in gathering wide range of information. Under this
researcher can develop questionnaire in order to collect the responses of the respondents that
needed for the investigation. For the present investigation on customer satisfaction technique of
survey has been employed.
3.3 Evaluation of different approaches to data collection
There are many approaches of data collection and all these approaches fall in two
categories namely qualitative and quantitative techniques. In our research qualitative techniques
are used for data collection. Qualitative techniques encompass interview, focus group, content
analysis and participant observation. Interview is a commonly used technique under which there
are two entities namely interviewer and interviewee. Interview may be for half or one hour.
Normally it is assumed that interview of one hour make interview monotonous and less
interesting. Hence, most of interviewers prefer to conduct interview for half an hour. Many
researchers are also using focus group for collection of primary data. In this there is one
moderator and three or four respondents (Lovelock, Patterson and Wirtz, 2014). Discussion is
carried out on specific topic and all respondents’ gives their opinion on specific topic on which
focus group is conducted. In content analysis, a specific content is discussed. In other words, it
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can also be said that a case study is discussed with respondents. Participant observation is also a
commonly used technique and under this method an individual is observed by the researcher. In
other words, it can also be said that in this technique behavior of an individual person is observed
by the researcher. The main advantage of this method is that by doing observation researcher
collect accurate data in real environment. Such kind of technique can be used to understand
employee's behavior at work. Data collected from this source is highly reliable. Hence, this,
method is often used by the researchers. In qualitative techniques sampling surveys are
conducted by the researchers and under this method questionnaire is distributed among
respondents. These questionnaires may be open or close ended in nature (Bennett, 2010). Open
ended questionnaire are those in which no option is available. Whereas, close ended
questionnaire are those in which options are available and respondent has to select any option out
of available options. Hence, this method is widely used by the researchers for doing quantitative
research.
TASK 4
4.1 Evaluation of range of secondary data
According to Hilton (2010) customer satisfaction is an important tool that is used by the
firms for measuring a level up to which their product satisfied needs of customers or surpass
their demand for specific quality in the product. Today, every company whether it is giant or
small in size is using customer satisfaction as a parameter to measure success of their marketing
efforts. According to Cook, (2012) customer satisfaction is an act of putting efforts that are
enough in eyes of customers in terms of satisfaction of their needs. Further, he also says that
firms must use customer satisfaction as business model. Thus, Cook, (2012) is giving too much
importance to customer satisfaction then Hilton (2010). It is clear from statement of X in which
he is urged to managers that they must assumed customer satisfaction as business model. This
model normally refers to a way in which companies run their business and X recommends to
business managers that they must channelize all their efforts towards satisfying customer needs.
According to Cook, (2008) customer satisfaction is a difference between expectation and
perception of experience. If broadly interpret this definition then it can be said that on basis of
past experience every author has some perception and expectation about service quality. If
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company provide service equivalent to expectation or perception, then customer get satisfied.
But if customer found a service quality above his expectations then he become loyal customer of
the company.
Customer satisfaction plays a vital role in success of any organization and due to this
reason companies are giving due importance to this term in their marketing efforts. Scruggs and
Mastropieri, (2006) claimed that customer satisfaction is a first step of building customer loyalty.
In today era, customers are not loyal towards specific company product and they shift from one
brand to another brand. Fierce competition is going on in every industry and due to this reason
every company is making strong efforts towards satisfying needs of their customers. By doing
this they want to build loyal customer base. Thus, Scruggs and Mastropieri, (2006) rightly states
that customer satisfaction is the first step of building loyal customer base.
4.2 Evaluating complex sets of primary data
In the present research on customer satisfaction that analysis of the data will be carried
out through qualitative technique. For this thematic analysis will be done. This has been done in
the manner enumerated below:
Theme: 1 Hilton hotel comply with different requirements
Responses Frequency Percentage
Yes 15 60.00%
No 10 40.00%
Finding: On asking the customers of Hilton hotel regarding whether or not the firm complies
with the different needs of the people 15 say yes to the view whereas 10 of the customers replied
no to the statement.
Analysis: From the analysis of the data gained through survey of the customers it has been gained
that majority of the respondents believes that customers’ needs are satisfied by Hilton hotel.
Further the firm offers wide range of services to the customers so that their needs can be satisfied
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to a greater extent. It has been determined from the study that Hilton hotel offer services within
reasonable prices in order to gain cater to the needs of several individuals in an effective manner.
Theme: 2 Overall qualities of services of firm is very good
Responses Frequency Percentage
Excellent 6 24.00%
Very good 9 36.00%
Good 5 20.00%
Average 3 12.00%
Poor 2 8.00%
Finding: On gaining insight to the customers of Hilton hotel regarding the overall quality
of the firm it has been determined that 6 of them consider it to be excellent while 9 say it is very
good. In addition to this 5 of the respondents replied that it is good. Moreover 3 customers
consider it to be average whereas 2 customers believe services are poor.
Analysis: By making evaluation of the responses gained through survey it has been
determined that majority of the respondents believe that overall qualities of the services at Hilton
hotel are very good. It has been determined after gaining the responses of the customers the
company offers quality services that assists in increasing the satisfaction level of the customers
from availing the services.
Theme: 3 Satisfied with the employee's behavior at Hilton hotel
Responses Frequency Percentage
Highly dissatisfied 3 12.00%
Dissatisfied 2 8.00%
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Neutral 0 0.00%
Satisfied 12 48.00%
Highly satisfied 8 32.00%
Finding: On asking the customers of Hilton hotel regarding whether they are satisfied
with behavior of employees at hotel 3 of the respondents replied that they are highly dissatisfied.
Moreover 2 say that they are dissatisfied with the view. Most of the customers were neither
satisfied nor dissatisfied with the statement. In contrast to this it has been determined that 12
respondents were satisfied and 8 were highly satisfied with the view.
Analysis: From the analysis of the responses gained through survey of customers availing
services of Hilton hotel it has been determined that majority of the respondents were satisfied
with the behavior of the employees. It has been gained that employees are effective in providing
wide range of services to the customers and helps in providing quick solution to the issues that
are being faced by them. This leads to increase in their satisfaction level.
4.3 Synthesis qualitative and quantitative data in complex mixed method approach
From analysis of qualitative data, it has been find out that majority of customers of Hilton
hotel think that Hilton is complying with their requirement. However, proportion of these
customers in total sample is 60%. Means that 40% thinks that firm is not complying with their
needs. Firm is providing wide variety of services. So, on basis of this line it can be said that
mismanagement in performance of activities may be one of the reason responsible for
dissatisfaction among customers. Lack of efficiency may be another probable reason for
dissatisfaction among customers. In hotel employee’s requires to work in proper coordination.
Due to lack of same, they failed to provide service on time. Hence, customer gets dissatisfied
from services of Hilton hotel. However, if we talk about quality of services in Hilton hotel then it
can be said that 92% respondents accept that hotel is providing quality service to its guests. Only
8% respondents state that there is lack of quality in services provided by the Hilton hotel. Hence,
facts clearly show that firm is providing good quality of service to its customers. Hence, from
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this fact it is proved that that efficiency is only reason due to which people feels that service is
not complying with their requirements (Kotzeb, 2006.). If we talk about employee's behavior at
Hilton hotel it can be said that employees of mentioned hotel behave in legitimate way with the
guests residing in the hotel. Hence, on the basis of primary data it can be concluded that firm is
performing well and due to this reason it is enjoying commendable position in relevant industry.
However, it is required to improve its efficiency level for increasing its customer base at a rapid
rate. From qualitative research it is concluded that firm must understand expectation of
customers from its hotel and must accordingly makes an attempt to provide service to the
customers. Firm is required to use concept of zone of tolerance. This concept states that
companies must try to understand perception of customers regarding service. Further, they must
try to provide service in alignment to their perception. If service quality will be aligned then
customers will be satisfied and if service qualities cross customers perception level then their
satisfaction level will be very high. Hence, Hilton hotel must try to bring changes in its service
delivery process (Daniel and Sam, 2011). In this way efficiency level of the employees will get
increased and customers will get satisfied.
TASK 5
5.1 Evaluation of issues of reliability and validity in data and identifying solutions
Validity and reliability of data are important points that every researcher requires to look
after while conducting a research. Validity of data refers that data must be collected from
authentic sources. Data collection form these sources ensure that acquired data is perfect. For
example if researcher collects data on customer satisfaction from Nielsen website then it can be
said that same is collected from reliable source. Whereas, data on same is collected from any site
which is not known to people then data collected from that website will not be fully reliable.
Research conducted on the basis of such data will also produce falls results. Hence, most of top
researchers recommend that data must be collected form reliable source. In questionnaire most of
the questions are linked to each other and many times answers filled by respondents do not
match with each other. Hence, researcher does not get perfect information from respondents and
research produce false outcomes (Mohan, 2007). In order to resolve this problem researcher must
fill questionnaire on behalf of respondents. By asking them and making proper understanding of
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question researcher can collect reliable data and can reduce chances of error in data collection to
large extent. Reliability of data is another important point where researcher needs to pay heavy
attention. Many times results that come from research on specific sample are not applied to large
sample of population. In other words it can be said that suppose research on same topic is done
on two samples. One sample size is 50 and other sample size is 200. Then whatever results we
get from 50 sample size does not necessarily receive from sample of 200 people. Thus, reliability
of outcomes of data comes in circle of question. In order to solve such kind of problems
researcher must take sample units in proper manner. Suppose, product is consumed by different
income level of people but researcher takes sample units on basis of age then research will
produce falls results (Guercini, 2014). This will happen because sample units were wrongly
taken and due to this reason outcome automatically comes wrong. Hence, the first think that
researcher requires to keep in mind is that sample units must be taken cautiously and in
appropriate manner. Second thing that researcher needs to consider is sample size. While
determining sample size it must be ensure that same is not too large and small. Response may be
different on same question from large and small sample. If sample size will be too big then data
management will be very difficult and there will be lot of errors in data. Irrelevant people can
also be taken in sample (Hughes, 2014). As a result, probable of false outcome become very
high. Thus, sample size must not be too big or too small.
5.2 Developing and planning a research project appropriate for the level of study
Title- Impact of customer satisfaction on business performance of Hilton hotel. Aim- To study the impact of customer satisfaction on performance of Hilton hotel. Objectives-
◦ To identify importance of customer satisfaction in hospitality industry.
◦ To evaluate factors that impact business performance in hospitals.
◦ To examine the relationship between customer satisfaction and business
performance. Literature review- In order to conduct research it is essential to get an overview of past
scenario. Thus literature review is conducted under which statements of various authors
are reviewed for creating a broad understanding about past. On the basis of understanding
16

of past and current situation questionnaire is developed by the researcher. Hence,
literature review is essential part of research. Research methodology- Under these section techniques of data collection is selected by
the researcher. First of all researcher determines that he will use qualitative or
quantitative techniques. After selection from above alternatives he decides which
technique needs to be used (Kothari, 2011). In this research, qualitative technique is used
under which focus group and interview techniques are used for data collection. Data analysis- In this section of report data analysis is done under which percentage of
every opinion of respondents to total sample size in specific theme is calculated. In
thematic analysis there are some questions and answers regarding same are collected
from the researchers. After this coding of answers and analysis of same is done. Conclusion- On the basis of above analyzed data it is concluded that Hilton hotel is
performing in highly competitive environment. There are large numbers of people that
admire its service quality. But even though some of its customer's are not satisfied from
its services. This happens because service is not delivered on time. The main reason
behind this is lack of coordination among workforce. Due to lack of coordination
employees are not able to give their hundred percent towards achievement of objective.
Hence, organization is required to look after this issue seriously.
 Recommendation- Hilton hotel is required to follow various techniques that help in
increasing coordination. In respect to this, firm management team can pay special
attention on team members and can give necessary guidance to the team members
regarding performance of service operations (Hogg, 2008). Manager needs to make
communication strong in all facets of the company to integrate operations of all
employees’ that are serving guests in the hotel. Due to lack of coordination
responsibilities can be dispersed. In other words it can be said that in order to perform
operations quickly employee's can entrust their own task to any other person. It is also
possible that person to whom task is entrusted forget to perform a task that is given by
another person (Shankar and Batra, 2009). Hence, managers will play a very important
role in managing coordination among employees.
17

5.3 Critical evaluation of research need, produce an appropriate research proposal
Title- Impact of customer satisfaction on business performance of Hilton hotel.
Aim- To study the impact of customer satisfaction on performance of Hilton hotel.
Objectives-
 To identify importance of customer satisfaction in hospitality industry.
 To evaluate factors that impact business performance in hospitality industry.
 To examine the relationship between customer satisfaction and business performance.
Questions-
 What is importance of customer satisfaction in respect to hospitality industry?
 What are factors that affect business performance in hospitality industry? What is a relationship between customer satisfaction and business performance?
Rational- The main research issue is to identify customer's satisfaction from Hilton hotel. In
today era, in order to expand business firms requires to keep it updated with consumer behavior
of the people. With change in time, behavior of people change in terms of demand for price and
quality. Hence, customer satisfaction is taken as research topic. This is an issue of research
because it word customer's satisfaction seems very easy, but it is very difficult to practically
apply this concept (Gurau, 2008). Hilton hotel is already satisfying its customers by providing
varied services. In today era, customers are not loyal towards specific product or services. Every
firm is making effort to satisfy customers at its level, but only some firms get a success in doing
so. Failure to satisfy customer's lead to lower growth of business. Hence, this topic is an issue of
research. Hilton hotel is operating in hospitality industry where there are numerous competitors
but maintaining a loyal customer base is a very difficult task even for hotel like Hilton. Thus,
customer satisfaction is an important issue now a days for the firms irrespective of their size.
Present research shows that even company is doing best in satisfying its customers, there may be
some mistakes in doing so. Hence, entire effort may go waste (Thomas, 2011). Thus, firms must
identify and evaluate minor factors that affects negatively the efforts that firms made to satisfy
their customers.
Gantt chart
Activit 1th 2nd 3 rd 4t 5th 6th 7th 8th 9th 10th
18

y Week Week Wee
k
Week Week Week Wee
k
Week Week Week
Draftin
g
Researc
h
Proposa
l
Literat
ure
Review
Setting
aims
and
objectiv
es
Draftin
g
literatur
e
review
Draftin
g of
method
ology
Develo
ping
questio
nnaire
Collecti
on of
Data
Analysi
s of
Data
Draft
Finding
s
Analyse
data
Remain
ing
chapter
19

s
complet
ion
In the first stage research proposal is written and this takes less than one week. In next
step literature of various authors will be reviewed and studied deeply. It will also require one
week time. On the basis of literature review aims and objectives will be developed. After this
draft will be prepared in which reviews of different authors will be studied and presented in a
systematic manner (Crossman, 2015). This task will require two week time period studying
reviews of various authors. After this tools for study will be determined and this will require a
week. Further, questionnaire is prepared for distribution among respondents. Data will be
collected in to two weeks. In last stage data analysis will be done and same will be interpreted.
CONCLUSION
On the basis of above discussion it is concluded that customer satisfaction play a vital
role in growth of any organization. Thus, companies must give important place to customer
satisfaction in its strategy formulation. On basis of analysis of case of Hilton hotel it comes in
light that even firm makes an attempt to satisfy needs of its customers due to some mistakes its
entire effort may prove waste. Thus, firms must review their efforts time to time or on quarterly
basis for ensuring fruitful results from marketing efforts. There may be small points due to which
firm failed to satisfy its customer needs entirely. Hence, companies must prepare a list of such
minor factors and must pay special attention on same.
20

RECOMENDATION
Books & journals
Bennett, G. A., 2010. The Big Book of Marketing. Tata McGraw-Hill Education.
Bhattacharyya, K. D., 2006. Research Methodology. Excel Books India.
Blessing, M. T. L and Chakrabarti, A., 2009. DRM, a Design Research Methodology. Springer
science and Business Media.
Cook, S., 2008. Customer Care Excellence: How to Create an Effective Customer Focus. Kogan
Page Publishers.
Cook, S., 2012. Complaint Management Excellence: Creating Customer Loyalty through Service
Recovery. Kogan Page Publishers.
Daniel, S. P and Sam, G. A., 2011. Research methodology. Gyan Publishing house.
Green, J. L., Camilli, G. and Elmore, P. B., 2012. Handbook of complementary methods in
education research. Routledge.
Guercini, S., 2014. New qualitative research methodologies in management. 52(4). Management
Decisions. pp. 662-674.
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Gurau, C., 2008. Integrated online marketing communication: implementation and management.
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Lee, P., 2014. Qualitative perspectives: through a methodological lens. Qualitative Research in
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Palmatier, R. W. Dant, R. P., Grewal, D. and Evans, K. R., 2006. Factors influencing the
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Scruggs, E. T and Mastropieri, A. M., 2006. Application of research methodology. Emerald
Group Publishing.
Scruggs, E. T. and Mastropieri, A. M., 2006. Applications of Research Methodology. Emerald
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Shankar, V. and Batra, R., 2009. The growing influence of online marketing communications.
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Thomas, L., 2011. Online marketing. McGraw-Hill.
Trusov, M., Bucklin, R. E. and Pauwels, K., 2009. Effects of word-of-mouth versus traditional
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pp.90-102.
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Online
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through: <http://sociology.about.com/od/Research/a/Overview-Of-Qualitative-Research-
Methods.htm>. [Accessed on 20th October 2015].
Exploratory research. 2015. [Online]. Available through:
<http://www.businessdictionary.com/definition/exploratory-research.html>. [Accessed on
21st October 2015].
Purposes of Research: Exploratory, Descriptive & Explanatory. 2015. [Online]. Available
through: <http://education-portal.com/academy/lesson/purposes-of-research-exploratory-
descriptive-explanatory.html#lesson>. [Accessed on 21st October 2015].
Research design. 2015. [Online]. Available through:
<www.businhtmessdictionary.com/definition/research-design.>. [Accessed on 21st
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on 20th October 2015].
23

APPENDIX
Questionnaire
Demographic detail
Name:
Age:
Gender:
1. Do you agree with the view that Hilton hotel comply with your different requirements?
Yes □
No □
2. What are your views about the overall quality of services of firm?
Excellent □
Very good □
Good □
Average □
Poor □
3. Would you recommend the hotel to your friends, relatives or colleagues?
Yes □
No □
4. Are you satisfied with the employee's behavior at Hilton hotel?
Highly dissatisfied □
Dissatisfied □
Neutral □
Satisfied □
Highly satisfied □
5. Do you feel satisfied with the quality of responses provided to your queries on products and
services?
Highly dissatisfied □
Dissatisfied □
Neutral □
24

Satisfied □
Highly satisfied □
6. Do you believe that firm provides opportunity for timeless resolution complaints?
Yes □
No □
7. Kindly recommend that changes that Hilton hotel can bring within its services?
______________________________________________________________________________
____________________________________________________________________________
25