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Assignment Customer Satisfaction | Hospitality Industry Assignment

   

Added on  2020-06-05

28 Pages8624 Words178 Views
RESEARCH METHODOLOGIES1

Executive SummaryCustomer satisfaction, on the ground of hospitality and tourism sector, is a specified topic whichis the prime issue in today's hotel industry. Today in the hotel industry, a satisfied customercomes repeatedly to the much known hotel which is identified as a major and common factor inthis research. It is also evident that customer satisfaction is a major aspect promoting customerloyalty. The research clearly measures the satisfaction level of the customer. It was determinedthat in cases of hotels which met with the requirements of the customers, an aspect of customerloyalty was triggered. Moreover, it was also observed that an up to the mark service by anyhospitality organization facilitates establishment of a good relationship between the customerand the hotelier.2

Table of Contents1. Overview and Background42. Introduction to Specific Research Problem53. Review of the literature53.1) Customer loyalty63.2) Customer satisfaction73.3) Dimension73.4) Loyalty prerequisites83.5) Photo- elicitation83.6) Comparison-level theory93.7) Confirmation-Disconfirmation Theory94. Conceptual framework104.1) Research Hypothesis:114.2) Research Question114.3) Aim of the Study:114.4) Objective of the study:115. Methodological approach126. Approach126.1) Research Philosophy126.2) Research Approach and Design146.3) Method of Research and justification according to research question156.4) Research paradigm166.5) Sampling166.6) Research reliability176.7 Ethical Consideration187. Critical analysis198. Evaluation209. Conclusion2010. Reference list223

1. Overview and BackgroundThe idea of giving a quality service for securing customer satisfaction is to earn customer'ssupport. Success in overall business development of hospitality has always been a normal beliefof many professionals (Zhong et al. 2017). The tourism and hospitality industry is highlycompetitive in the global market and plays a very important role in the economic development ofany country. These industries make large employment like personal and commercial earnings,revenues of foreign exchange, and development for society for developing nation worldwide(Choo and Petrick 2016). To survive and maintain the existence in present global market,hoteliers must follow some rules and regulations.Customers from a different part of world travel many places to have relaxation and pleasure. Inthe world of tourism and hospitality, it is crucial to gauge that the customers are getting enoughservices or not as they are paying huge money for service (Canosa et al. 2016). The primediscussion about the respected topic is whether the customers will revisit the hotel for goodservice or they will not visit the hotel again due to inappropriate service delivery. It is oftenrequired for the hotel companies to know what exactly the customer needs are (Gaede and Vaske2017). With the increase in competition worldwide, every hotel marketers face a significant challenge ofpreserving prior customers and engaging new ones. However, Companies are facing problem foruplifting the service quality and it becomes costly to please customers. Still, many of the hotelcompanies have many problems but try to follow these particular norms to survive in the globalmarket.As stated in the introduction, it is evident that customer satisfaction, through services in all partof tourism and hospitality, is crucial. Being a part of tourism, hospitality is referred to customersatisfaction and service, which will be qualitative for the customers (Chekalina et al. 2016).However, sometimes it can be quantitative for some products.Tourists visit many places to enjoy pleasures and relaxed holidays over the world. Henceforth, itis required for the hotel in charge to guide them in a good manner and also to look over thesatisfaction of customers as per the service they require to get (Ferrer-Rosell et al. 2016). Quality4

of service and product, non-fluctuating pricing, as well as pleasure location is very muchessential and also a common factor for providing good service to the customers.It was identified that customer service is most prominent part of all dimensions of overallsatisfaction. On the basis of the research topic, It is required to get reviewed why the customersare not getting satisfaction from the hotel end (Ramkissoon and Mavondo 2017). Moreover, it isnecessary to secure business with the customer on the basis of a service area. Furthermore, it canbe said that relationship between customer and the hotelier will be strong and enriched withprofitability, if the service is best in its area. On the basis of retaining old customer to visit thehotel, it is required for the hotel to present good quality service towards the customers (Melendezand Thapa 2017).2. Introduction to Specific Research ProblemThroughout the research, it has already been clarified that hoteliers must empower theorganization with good products. It is required to develop the hotel in a manner where customerswill get full service. In present days customers have to pay a lot for tourism and hospitalitypurpose. Every now and then the price of commodities is gradually increasing. In this research,there is also some specific problem present in it. Those specified problems, which can be abarrier for the ground to satisfy customers, are mentioned here:a)A crucial point for customer satisfaction is improving hospitality industry to value thecustomer needs.b)Based on customer satisfaction, spending lot of money in the progress of hospitality leads thehotel to an unprofitable margin.c)Customer needs and satisfaction are increasing on daily basis and it is a problematic area forthe hospitality and tourism controller to justify and make it a satisfactory one.3. Review of the literatureThe research topic on hospitality and tourism helps to provide beneficial information andreviews on the loyalty and satisfaction of customers. This review, on the above topic, helps togain important insight on the research topic. The major focus deals with customer satisfactionand loyalty in various hotel industries globally (Lashley, 2016). The necessity of providingdetailed information and details on the above topic results in useful customer service. Although,5

there are various structure and frameworks in the literature review that can influence the overalldevelopment of hotel industry. Different methods and techniques used to provide a beneficialreview of the research topic. The following key elements in the literature review describes thehow customer satisfaction and service differs from one another. 3.1) Customer loyaltyThe customer satisfaction and loyalty can effectively describe as the display of trust,commitment and positive interaction that can help to enhance and integrate the daily interaction.The concept of loyalty has developed widely throughout recent time. It is important to analyzeand control any kind of irregularities in the hotel industry. Based on the customer satisfaction,loyalty has received numerous attentions in the field of the hotel industry (Woodside, 2017). Theconcept of loyalty explains the process of favourable attitude and positive service with respect tocustomers. It is essential to incorporate better measure and control in customer loyalty. Theprocess of loyalty includes three main types of positive dimensions. These can highlight attitude,positive composition and behaviour. The behavioural loyalty deals with the measurement ofbehaviour, consistent and behaviour characteristics are able to provide an effective form ofcontrol behaviour. Effective behaviour around the customers can help in better communication and customerencouragement. Yet, there are few problems regarding the behavioural loyalty. This form ofapproach cannot determine the psychological commitment (Ghosh and Siddique, 2017). In caseof attitudinal loyalty, the concept helps to deal with both psychological and emotional bondingwith the customer. A different form of engagement and liability can be determined throughattitudinal measurement. Different forms of attitude can be controlled and measured through thisprocess. The last approach is a combination of the first two processes. It helps to measuredifferent preference, brand switching, purchase frequency and prosperity. These forms ofmeasurement can help to provide a better form of loyalty and control. Both this approaches candrastically increase the power of persuasion and loyalty. It can help to maximize and respectivelymitigate the key challenges while dealing with specific customers.3.2) Customer satisfactionIn this era of a vastly competitive market, it is essential to integrate and develop better means ofcommunication techniques and systems in order to highlight different key processes in the hotel6

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