An Investigation of Determinants of Customer Satisfaction in Hotel Industry

Running head: AN INVESTIGATION OF DETERMINANTS OF CUSTOMER
SATISFACTION IN HOTEL INDUSTRY
An investigation of determinants of customer satisfaction in “Hotel
Industry: A case of “Hotel Malaysia
Component 2: Research Proposal
Name of the Student
Name of the University

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AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Table of Contents
1.0 Background...........................................................................................................................3
1.1 Purpose and Problem Statement............................................................................................4
1.2 Research Questions................................................................................................................4
1.3 Research Objectives...............................................................................................................4
1.4 Research Framework.............................................................................................................5
2.0 Research Methodology..............................................................................................................6
2.1 Research Methods..................................................................................................................6
2.2 Sampling Methods.................................................................................................................8
2.3 Data Collection......................................................................................................................9
2.4 Data Analysis.......................................................................................................................10
2.5 Ethical Issues.......................................................................................................................11
3.0 Gantt Chart...............................................................................................................................12
References......................................................................................................................................15
Appendix- Questionnaire...............................................................................................................18

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AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
1.0 Background
Malaysia has been an alliance including Sabah and Sarawak, known as East Malaysia and
southern piece of Malay Peninsula. The assorted variety of the nation has been the fundamental
fascination for the travel industry. As per Malaysian Tourism Satellite Account, there has been
increment by 15.5 million number of traveler from 115.3 million of every 1010 to 131.0 million
of every 2011 (Hamid et al. 2018). As per Business Dictionary, hotels have been business
foundation that helps in giving visitors administrations, suppers and cabin for vacationers. In
view of the dimension of administrations given by hotels, it very well may be isolated into a few
classifications of extravagance or financial. However, little addition in the client faithfulness will
cause immense augmentation in consumer loyalty level.
Hotel Malaysia has been one of the spending hotel in Malaysia giving rooms and hotelers at
sensible expenses to travelers. It incorporate basic rooms have substantial spaces and brightened
in an appealing way. Hotel industry has been one of the focused ventures in the 21st century. The
Hotel Malaysia has been one of the well known hotels in Malaysia (Ali and Amin 2014).
1.1 Purpose and Problem Statement
The reason for the study is to research determinants of consumer loyalty in hotel industry
including Hotel Malaysia. This research will ponder different components and determinants that
will help in enhancing consumer loyalty level in hotels.
The greater part of the hotels in the Malaysian hotel industry has been confronting
decrease in their organizations in the market. The Hotel Malaysia has been confronting issues
with respect to the client's commitment and fulfillment level in the market. The hotel has been
confronting issues with empty rooms and nonattendance of voyagers and clients (Dörnyei 2015).

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AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
1.2 Research Questions
The research questions have been mentioned below:
• How is the connection among clients and hotels in the hotel business of Malaysia?
• What are factors influencing consumer loyalty level in the hotel business of Malaysia?
• What are systems for moderating these difficulties of consumer loyalty in hotel industry
of Malaysia?
1.3 Research Objectives
The objectives of the research have been mentioned below:
 To analyze connection among clients and hotels in the hotel business of Malaysia
 To distinguish variables and determinants influencing consumer loyalty level in the hotel
business of Malaysia
 To prescribe techniques for moderating these difficulties of consumer loyalty in hotel
industry of Malaysia
1.4 Research Framework

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AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Figure 1: Conceptual Framework
(Source: Created by Author)

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AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
2.0 Research Methodology
Research philosophy refers to an orderly method to bits of assistance in recognizing
strategies and procedures that can be utilized in data gathering and investigation. Research
philosophy manages the methodology that causes an analyst to continue in the study and
clarifying distinctive strategies utilized in the research (Mackey and Gass 2015). However,
inquire about philosophy assesses diverse ideas and speculations that have been incorporated into
the study. A specific research needs to pursue an explicit way to deal with finish the whole study.
The usage of hypotheses and ideas helps the specialist in directing the research in an explicit way
(Panneerselvam 2014). The chose techniques have been identified with information gathering
strategies and study spoke to in underneath segments. This segment comprises of different
subsections including approach, and plan, Data accumulation strategy, examining technique,
information investigation technique and moral contemplations (Quinlan et al. 2019). The sum
total of what subsections have been examined separately with legitimate avocation for its choice
in the research.
2.1 Research Methods
Positivism philosophy oversees genuine data and discovering that has been gotten by
observation and estimation. Positivism has been depended upon quantifiable recognition inciting
truthful study. It has been based on the empiric point of view of the human experience (Bauer
2014). It has been atomistic, ontological view for the world depending in the discernment in a
calculative view. In any case, positivism has been self-ruling kind of focus that is not exactly
equivalent to human interests. It depends upon the hypothetical system to the study (Ghosh, Das
and Sinha 2015). It depends in reason question of the examiner that incorporates fitting sensible
estimation in the study. Of course, interpretivism deals with the human eagerness for the study.