Impact of Service Quality on Customer Satisfaction and Loyalty

The assignment content discusses the relationship between service quality and customer satisfaction. It presents a collection of academic articles that investigate the impact of service quality on customer satisfaction in various contexts, including online banking, mobile value-added services, restaurants, and mobile telephony. The studies suggest that perceived service quality dimensions have a positive effect on customer satisfaction, trust, and loyalty. Additionally, the appendices provide references to online resources related to research methodology, data collection, and research techniques, which can be useful for university students.

DISSERTATION
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ACKNOWLEDGEMENT
I am very grateful to my mentor who has offered me great support to the overall learning
process. I am thankful that professor has provided me good knowledge and effective support for
conducting study effectively. It is my pleasure that my colleagues and friends, that they have
guided me at ever step of thesis. It has motivated me to complete the thesis to gain better
knowledge about the subject. In the series I would also like to state special thanks to my team
members who have assisted in collecting data and in analyzing it further.
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PREFACE
Being a part of module, the information about the research style has been gained. Every
hospitality firm is also being considered as competitive sector. Service quality standards
understanding is significance because it allows to attain diverse knowledge about the subject. In
current project number of detailed information is being shared in respect to research methods
employment. Diverse standards of service quality improvement are being referred effectively so
that long term goals and objectives can be accomplished effectively.
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ABSTRACT
Service quality within its contemporary conceptualization is considered as comparison of
perceived expectations of service with the perceived performance. Such conceptualization in
relation with the service quality has its origin in the expectancy -dis confirmation paradigm. The
hospitality sector business are committed to bring improvement in the quality of service for the
sake of increasing competitiveness. This assist in development and maintaining of customer
relationships.
In the present thesis on impact of service on satisfaction among the customers the
researcher has adopted both the primary and secondary data for the collection of requisite
information. The present report that greater number of customers believes that they have visited
the hotel for 3- 4 times. This reflects that customer are being loyal to the firm and this also
presents that service quality of the firm is effective to a greater extent. Along with this it has
been inferred that company has modern looking equipment. The customers believe such due to
the reason that firm makes use of modern technology in offering the services to the customers.
There is existence of several customers who believes that there is safety in transaction with the
hotel. They feel so because of the reason that the hotel can the information of its customers
confidential and do not allow anyone to have access of the information.
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CHAPTER- 1 INTRODUCTION
1.1 Overview
Customer satisfaction signifies the association among the customers and service provider
that whether they are happy to use the services of hotel or not. It can give positive or negative
impact to organisation to fulfil their targets with in time period. Customer services with the
satisfaction of services which are provided by the hospitality industry was created by five quality
components. These are reliability, assurance, responsiveness, empathy and tangibles.
 Tangibles – In hospitality industry it can refer as information and communication
technology equipments. As tangibles are those things which can be touches and came in
physical existence. The organisation has to render services to their customers in quality
which assess in these tangibles.
 Reliability – The managers in hospitality industry has to provide the services which are
committed. These services should be provided truthfully and consistently (Khan and
Fasih, 2014). Through this the customers will trust on the services truly which are
provided by them.
 Assurance – It develop the knowledge which are presented by the personnel in offering
better services to target market. It allows to have better ability and improve trust and
confidence with the customers.
 Empathy – This means that the managers of hospitality industry have to take care of
customers and given them attention to satisfy their wants and desires. They have to hear
the problems of customers and provide them a appropriate solutions which are concern
with their demands.
 Responsiveness – In hospitality industry, the manager have to reply time to time to their
customers regarding their issues. Through this the customers can enjoy the services and
share the experience with others.
The customer satisfaction is an attribute which are create by them in comparing their
purchase expectation that what they receive from the products and services which are offering by
the company (Kadir, Rahmani and Masinaei, 2011). There are uncontrollable factors which give
he good or bad experience with the company. If hospitality industry are providing the quality of
services to customers then it can became difficult for them retain in market for a long period of
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time. For measuring the impact of level of customer satisfaction regarding the purchase and re-
use of products and services contained some criteria and these are.
 Satisfaction – This perception is develop by the customers that products or services are
acceptable or tolerable. The manager has to provide the quality of services so that
customers can accept that in easy way. Through this the hotel can retain for a long period
of time and run their organisation successfully.
 Content – If the features of goods and services which are offered by the hospitality
industry will give the customers experience good and benefits to organisation.
 Relived – The negative impact in terms of using the goods and services which are offered
by the organisation will state the negative image in customers mind (Santouridis and
Trivellas, 2010).
 Novelty – The new products and services which are introduced by the organisation will
bring a freshness and excitement in customers. It will give positive impact to provide
quality of services to them.
In the present thesis that aims at impact of service quality on customer satisfaction the
organization that is being taken is JW Marriott Hotels. The firm is luxury hotel chain that is
considered as the brand of Marriott international. The firm is being named after John Willard
Marriott. The company is competing with the brands that is comprised of Westin by Starwood as
well as Conrad by Hilton and towards a growing aspects, luxury brands like four seasons, Ritz
Carlton and Park Hyatt are also owned by Marriott international only.
1.2 Rationale for the study
Consumers satisfaction plays an essential protagonist in the accomplishment of an
association. The satisfaction level of the customers directly depends on the services offered by a
company. In the hospitality industry, superior services play an indispensable function because
organizations can offer the same. It has direct impact on the positioning of the company.
Whereas, in order to have understanding in regard to quality services the businesses can focus
over customers satisfaction level. It allows to have better understanding of needs so that
organization can design better strategies. If both the things are on the equal level, then it can be
define as quality services. As a result, this projection is dwell of literature review which will
explicate the content and thoughts of various writers concerning the considered topic. However,
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the present thesis is prepared with the consideration of Marriott which is one of the leading
hotels of UK.
1.3 Research aim and objective
Aim: “To assess the impact of service quality on customer satisfaction within hospitality
industry: the case study of JW Marriott Hotels”.
Research objective:
 To understand the perspective of service quality in Hospitality industry.
 To examine the factors contributing the services quality in hospitality industry
 To evaluate the significance of consumer satisfaction in hospitality industry
 To determine the impact of service quality on customers satisfaction in the hospitality
industry.
1.4 Research objectives
 What are the factors contributing the services quality in Marriott Hotel?
 How does service quality affect consumer satisfaction in Marriott Hotel?
1.5 Significance of the study
The present dissertation is effective in assessing the influence of provision excellence on
customer fulfilment within hospitality business. It act as an aid in achieving in-depth knowledge
regarding understanding impact of service superiority on degree of fulfilment among the
customers. The significance of present dissertation has been stated as under:
 It assists the academicians in conducting the PH.D. Further, present dissertation provide
huge knowledge regarding the feasibility of service quality in enhancing the satisfaction
among the customers.
 In addition to this there is greater importance of present dissertation for the organization
that are operating under hospitality industry. The firm can achieve knowledge regarding
the feasibility towards offering suitable quality service in order to improve customer's
level of satisfaction.
 The present study is important for philosophers as it replicates advanced information
regarding the implements that can be fulfilled in the investigation.
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 There is significance of present thesis as a reason of complex nature of business. With the
assistance of such attention can be paid regarding addressing several operational issues
attached with the organization.
 In addition to this research has importance for the investigator as well as intellectuals as
with this they can generalize new theories that are related with phenomenon under
investigation.
Therefore, present investigation is considered as fountain of knowledge as it is significant
source that offers guidelines for the sake of addressing several social as well as issues that relates
with organization.
1.6 Chapter structure
The present thesis consists of several chapters that have suitable role in achievement of
the thesis with effectiveness. The chapters that will be involved in the present dissertation is
presented as below:
Chapter- 1 Introduction: This is considered as the most essential part of dissertation which
reflects the overview of the subject in the research. This section offers framework in relation
with the phenomenon that is used in the investigation. The particular section begins with the
topic overview upon which the investigation has to be carried out. This would involve detail
analysis of the study and its link with the business. In addition to this it include the aims and
objectives of the investigation which is based on the questions in the research.
Chapter- 2 Literature review: This is considered as the most important part of thesis that
includes feelings of several writers in relation to impact of service quality. The chapter evaluates
knowledge and information that prevails in the existing piece of literature within form of
secondary sources. Moreover, its significance to hospitality sector is included. Dissertation
provides effective picture in relation with the views of author with respect to significance of
service quality for the organization. On the basis of information that is published analysis has
been carried in depth in relation to phenomenon under subject.
Chapter- 3 Research methodology: Based on the objective in the research, this section of the
dissertation demonstrates the tools that are being applied by researcher while carrying out
investigation. The particular chapter includes the tools that can be applied by researcher while
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conducting investigation. Along with this justification towards selection of particular technique
is offered in order develop deeper knowledge regarding subject.
Chapter- 4 Data analysis and findings: Within this section researcher demonstrates data that is
gathered through primary and secondary sources. The particular chapter would make analysis of
information collected. Through such researcher will be able to achieve appropriate outcomes
from thesis. The chapter possess significance as in this helps in attainment of results from
research.
Chapter- 5 Conclusion and recommendation: It is regarded as the last chapter of the dissertation
that involves presentation of the outcomes that are being achieved through analysis of data.
Along with is particular chapter involves appropriate recommendations that assist business in
resolving several issues in research.
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CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
The role of review of literature is significant for the whole investigation as it includes the
essential information needed for carrying out the investigation with effectiveness. Because of
such literature review is being considered as separate section within the document. Under this the
conclusion from the existing investigation in this area is reviewed as well as analyzed in order to
attain suitable findings after carrying out whole research. Moreover understanding in relation to
views of several authors on the present investigation is carried out. Along with this critical
evaluation of their concept is taken into account for performance of the investigation with
effectiveness.
2.2 Concept of service quality
The term service quality within its contemporary conceptualization is considered as
comparison of perceived expectations of service with the perceived performance. Such
conceptualization in relation with the service quality has its origin in the expectancy -
disconfirmation paradigm. In accordance with the views of Akbar and Parvez, (2009) it has been
examined that a business having higher quality of service would be able to meet or exceed the
expectations while remaining economically competitive. This has been gained that improvement
in the service quality is effective in increasing profitability as well as long term economic
competitiveness. Enhancement in the service quality can be attained through enhancement in the
operational procedure, identification of the issues in quick manner, establishment of valid as well
as reliable service performance measures as well as measurement of the satisfaction among
customers as well as other performance outcomes. In the opinions of Kuo, Wu and Deng, (2009)
it has been examined that every customer possess ideal expectation in relation with service which
they need to receive when they go to any hotel. The quality of service measures how well as
service is being delivered in comparison to the expectations of the customers. Business who is
able to meet and exceed the expectations are regarded one having higher service quality. As per
the views of Bell, Auh and Smalley, (2005) it has been examined that service quality can be
defined as meeting the needs and demands of the consumers. In the hospitality industry, quality
services have a huge impact on the customers because if the services are as per the customer
needs, then it will help the concerned organisation. If the management focuses on rendering
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quality services, then it will result in attaining the goals and objectives of the hotel. In contrast to
this Olorunniwo, Hsu and Udo, (2006) stated that causal aspects in regard to the determination of
issues the rapid supply is essential. Customer needs must be referred effectively in desired
manner. This is leading if the arrangement are according to customer, it ensures extended term
prosperity of the structure. Concept of quality service can also be clarified as the consummation
level at the time of departure of the users from the hotel. Improved level of satisfaction allows to
have better customer support. The organizations require improving its services on the regular
basis so that it can have positive consequences on the position of the hotel.
Quality of service is regarded as the key element for the successful business. In the
market that is driven by the customers, where the competition is becoming more stiffer as well
as critical deadlines are rife one cannot achieve business growth without the outstanding
customer service. A number of business underestimate the significance of customer satisfaction
when laying the foundation of the organization. They emphasis of the service quality,
organizational infrastructure but overlook the fact that it is the customer who make or break the
firm. The customer service quality can offer benefit to the firm in countless ways as well as
through significance of customer service one can take measures to offer customers with positive
experience. There is presence of greater importance of service quality of customers for the
business. This has been presented in the manner as under: Satisfied shareholders: Satisfactory response in relation from the customers implies
increase in sales that results in increasing the satisfaction level of the shareholders. They
tends at investing more within the firm that enhances return on investment of the
organization. Increase in the growth of firm: Quality service is effective in boosting the growth of the
firm. In accordance with the views of Kassim and Asiah Abdullah, (2010) it has been
examined that service quality can assist in expanding the customer base but superior
customer service is considered as the key towards retaining the customers in an effective
manner. Reduction in risk attached with business failure: By gaining insight o the expectations as
well as mindset of the customers risk can be reduced regarding the failure of business as
well as losses.
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 Customer satisfaction: In case the customers are satisfied , the business partners as well
as investors would also be happy. This results in increasing the profitability of firm to a
greater extent. Through stronger base of customers investor's trust can be won and thus it
is able to make most of each viable opportunity of the firm. Reduction in employee turnover: With the enhancement in the sales as well as higher
profitability, the employees can be offered with good salary packages along with extra
bonuses. This possess effectiveness in reducing the employee turnover. Increased efficiency: The benefits that are stated above are effective in increasing the
overall productivity of the firm.
 Employee motivation: In accordance with the views of Bai, Law and Wen, (2008) it has
been examined that satisfaction among the customers affects the working environment of
the firm. With the decrease in the pressure of attaining the targets as well as financial
stability, business can perform in an comfortable corporate atmosphere. This appropriate
in promoting work to the maximum capability possessed by them.
2.3 Importance of customer satisfaction in hospitality sector
If there is presence any place wherein the customers are likely to be paid greater attention
to the kind of service they are likely to receive, it is within the hospitality sector. The major
responsibility of the hospitality service provider is towards maintaining the happiness and
satisfaction among the customers. There is greater need for the hospitality business to keep the
customers at the forefront of operational plans. Serving the people is the major activity in the
hospitality and being served is the reasonable expectations of the customers. In accordance with
the views of Al-Hawari and Ward, (2006) it has been examined that customer satisfaction is
effective in determining the level of success of hospitality business. But it has been assessed that
customer satisfaction is not just related with service.
As per the views of Hu, Kandampully and Juwaheer, (2009) it has been gained that
customer satisfaction is the most crucial concept for the organization's deals under the hospitality
industry. Consumer satisfaction can be explained as the services offered as per the expectation
level of the customers. The satisfied customers will remain loyal to the organisation. The
management of hotels can enhance the satisfaction level of the customers with the help of
rendering quality services to them. In addition to this, if the employees of the hotel are well
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behaved with the customers then it will result in creating a positive image in the minds of
customers. In the existing premise client investigation for the hotel online so while determining
the hotel. They analyze the hotels with each other so it's very important for the hotel that it
should have good reviews of the customer who visited the hotel. This is only possible if the
clients are fully contented than only will snap a great reappraisal. In contrast to this Dabholkar,
(2015) argued that consumer satisfaction is the attainment of needs and demands of the
customers from the services offered by the companies. If they are rendered effectively, then it
will result from positive manner for the organizations.
There is presence of greater number of factors that assist in increasing the satisfaction
level of customers within hospitality sector. Such have been presented in the manner as below: Customer service: This is considered as the broad term that is encompassing everything
from friendly as well as professional greeting to be able to assist the guest at any
moment. This presents serving the guests in a warm as well as inviting fashion. In
accordance with the views of Arasli, Mehtap-Smadi and Turan Katircioglu, (2005) it has
been examined that customer service starts with the moment an individual calls the firm
wither to make reservation or for collection of information. Higher service quality
reflects meeting and exceeding expectations of guests and make them feel warmly
welcomed. Environment: The physical perception that is being imparted by the hospitality firm is
significant in attainment of the satisfaction level among the customers. It is important for
the hospitality business to spend greater amount of money in creation of amicable
environment. Over the top interior design can be considered as effective means towards
attraction of the customers and fulfilling their expectations. The major difference exists in
the emotive quality of the customers (González, Comesaña and Brea, 2007). This is the
major ingredient in creation of special experience for the customers. In order to offer
satisfaction in the customers there is greater need to keep the environment clean, well lit
as well as comfortable. Security: When customers are making payment in order to be served it is being expected
by them to be able to get relaxed as well as enjoy themselves without getting tensed
regarding security. As per the views of Chang, Wang and Yang, (2009) it has been
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examined that secure environment implies possessing immense amount of friendly
personnel visible to the guest from the time of arrival till the departure. It is significant
that for satisfying the guests there need not to be armed as well as uniformed security
guards as this can frighten the customers instead of imparting sense of safety. Value: This is being believed by the guest that attaining excellent quality service offer
value for the money that is being invested by them. Value can be inexpensively involved
in the visit in format of discounts, free candy or snacks, bottled water at nil charge, gift
cards and others. Such kind of parks are not being expected by the guests. Thus they are
effective in building repeat business which is considered as good sign of satisfaction
among the customers.
 Measurability: The goal of every business is to attain 100 percent satisfaction among the
customers. In accordance with the views of Eisingerich and Bell, (2008) it has been
gained that there are several tools for measuring the progress in relation with the goal.
Customer service cards are considered as well as mini surveys that allows the guest in
sharing their experiences. This is regarded as system developed fro tracking. Such has
effectiveness in determining the areas of improvement and the areas where the employees
are effectively serving the customers.
2.4 Factors contributing the services quality in hospitality industry
The hospitality sector business are committed to bring improvement in the quality of
service for the sake of increasing competitiveness. This assist in development and maintaining of
customer relationships. There is presence of several factors that contributes to service quality it is
comprised of convenience, comfort, behavior of staff, type of services promised and given. Such
has important role in increasing the effectiveness of service quality that is being offered by the
organization. In accordance with the views of Eboli and Mazzulla, (2007) it has been examined
that there is greater role played by the behavior of the employees in improving the quality of
service. The employees needs to work in an effective manner for the sake of attaining the
organizational targets. Such is related with providing greater level of satisfaction to the
customers. It is important for the hospitality business to consider aspect of services offered by
the personnel as this results in providing quality services to the customers which can enhance the
loyalty of the customers towards the business as well. As per the views of Rauyruen and Miller,
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(2007) it has been gained that by the means of providing services that are being expected by the
customers greater level of satisfaction can be provided to the target market. This results in
increasing the base of the customers of the organization as well as to a greater extent. Service
quality can be increased through reduction in the gap among the services that are expected and
the one that are being provided to the customers. Such is for the sake of attaining business
targets. The employees are offered with the training so that they can behave in well manner. Also
it has been determined that by means of offering quality services the chances of customers
towards visiting again can be increased to a greater extent. It has been assessed that by the way
of providing comfort and convenience to the customer as per the requirement, there service
quality can be enhanced in an effective manner. There is greater role played by customer
satisfaction in comparison with customer service. The most pleasant experience that is being
gained by the person demonstrate the quality of services that are being provided to the
customers. The experience of the customer needs to be excellent as this makes sure that whether
or the customer is satisfied from using the services of the hospitality business.
2.5 Impact of service quality on customer's level of satisfaction
Quality of service reflects the extent to which the expectations of the customers are being
meet. Further this assist in making the customers satisfied. This has effective role in increasing
the loyalty among the customers. When the customers are provided with quality services they are
being offered value for their money this is effective in development of trust among the guests
which in turn lead to enhancement of satisfaction among the personnel. It has been determined
that role of service quality has enhanced ti a greater extent in the present era. This is because of
increasing competition among the firms. Such presents that business needs to develop certain
uniqueness so that it is able to gain edge over competitors and at the same time increases
satisfaction among the customers. As per the views of Namkung and Jang, (2007) it has been
examined that quality services has a huge impact on the consumer satisfaction because if the by
bservices are as per the customer needs then it will raise the satisfaction level of the customers. It
can also be said that higher the quality services the better the satisfaction level of the customers.
The consequence of rendering great quality is that the client will stay allegiant to the
organisation. Rendering services are the uninterrupted procedure, so betterment in the services is
necessary. To increase a competitors benefit in a cordial reception industry hotel should go for
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supply superior quality service. On the contrary Chumpitaz Caceres and Paparoidamis, (2007)
argued that the memorable experience of the customers towards the organisation provide a
positive feedback regarding improvement. These days reviews of the client have turned the
demand in the cordial reception industry as everybody investigating for hotels online they read
the reviews of the traveler and then they choose to visit the stated organizations. To get the
positive feedbacks of the customers, the organisation needs to enhance their services time to
time.
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CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
Within the section of research methodology, basic methods in relation with investigation
are discussed. This is comprised of selection criteria and their usage with respect to research. The
specific tool that is utilized is presented in the section of research methodology. In addition to
this explanation is offered in relation to reason beside use of specific method. In the particular
chapter answers are offered regarding the reason with which the specific investigation is carried
out. Further the chapter answers number of questions which are concerned with problem under
investigation.
Efforts are being made by particular section with respect to demonstration of varied tools
that are used by investigator for the sake of attaining beneficial outcomes. The particular
investigation has been carried out in order to find whether service quality on customer
satisfaction within hospitality industry. In this relation several tools have been utilized for data
collection. This offers greater support in analysis of the information based upon the opinions of
the customers regarding the impact of service quality on customer satisfaction.
3.2 Research philosophy
Research philosophy is concerned with use of appropriate process for carrying out the
research. The manner in which investigation needs to be carried out forward is defined through
such. In the present thesis on impact of service quality on customer satisfaction interpretivism
philosophy has been employed. This is due to the reason that it demonstrates the manner in
which people think and perform (Flick, 2011). Moreover it reflects the problem through which
the individual are confronted with. Interpretivism philosophy is attached with qualitative
analysis. Such reflects that it will lay emphasis on qualitative nature associated with problem in
research. Moreover it assist the investigator in adoption of critical thinking in order to analyze
quantifiable information that is collected. Such leads to providing alternative solutions to the
prevailing problem under investigation. Because of existence of such reason interpretivism
philosophy is suitable for present thesis.
3.3 Research design
For the purpose of studying scientific work, there is need of structure and systematic
plan. This is offered by the research design that offers direction to investigation as well as makes
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its systematic. It is considered as the design that reflects the kind of investigation. In the present
thesis on impact of service quality on customer satisfaction within hospitality industry: the case
study of JW Marriott Hotels the investigator has adopted descriptive research design. It assist the
researcher to understand the concept with the use of different theories and models. The emphasis
of the researcher is on collection of data from varied units of samples. Through of use of
descriptive research design, investigator has been able to make development of interactions
through group of individual (Franklin, 2012). In such manner essential data has been gathered
regarding the manner in which service quality affects customer satisfaction. In the present thesis
on impact of service quality use of descriptive research design has assisted the investigator for
collecting data without change in the environment. There is existence of interaction with the
customers. Use of such research design assist in using questionnaire tool for information
gathering in order to determine if service quality influence the satisfaction level among the
customers.
3.4 Research type
Research type is one that act as an aid for the analyst in conducting investigation with
respect to problem in the investigation. It is regarded as general plan that help the researcher in
answering the question within the investigation in an appropriate way. It has been examined that
appropriate research strategy includes attributes like clarity within objectives, research questions,
data collection resources and various constraints that influence of the investigation to a greater
extent (Guercini, 2014). Such involves assessment of limitations, time limitations, location,
ethical issue constraints and money limitation. Through the help of appropriate research strategy
analyst is able to demonstrate the reason towards execution of specific research strategy for the
sake of conducting the investigation in an appropriate way. It also help the investigator in
making utilization specific data collection tool in order to support argument. For the present
thesis, the investigator has adopted qualitative research so that the impact of quality service on
customer satisfaction can be better evaluated. Further it facilitates in exploration of the customers
opinion in depth.
3.5 Research approach
It is considered as the way in which the investigator approaches a specific investigation.
There is existence of several kind of research approaches. These are utilized in combination for
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the investigation. There are two methods available for the research for the present topic. The
investigator can use the inductive approach to assessing the impact of service quality on
customer satisfaction within hospitality industry: the case study of JW Marriott Hotels. It assist
the researcher to identify the approach conclusion of the adopted topic. The usage of inductive
approach act as an aid in conducting the investigation when talking to greater number of
individual for the purpose of obtaining their ideas. As such, presentation and analysis of the
outcomes can be done in an appropriate way (Harrison and Reilly, 2011). This assist in
development of collation among the information. Through use of inductive approach the
investigator has determined patterns and regularities. Thus the approach act as an aid in carrying
out exploration in detail on manner in which service quality affects customer satisfaction. Such
has resulted in ending up the investigation through development of certain general conclusion or
theories.
3.6 Data collection
The section of data collection and several methods used regarding such develops
important part in every investigation. As it has essential significance, most appropriate method of
collecting data is adopted by investigator in order to attain aims and objectives. There is
existence of two methods for collecting data (Hogg, 2008). This includes primary and secondary
methods. In the present thesis on impact of service on satisfaction among the customers the
researcher has adopted both the primary and secondary data for the collection of requisite
information. In primary data, the information has been collected with the help of survey where
the questionnaire has been filled. In contrast to this secondary data is gathered from the
published scholar articles as well as books. The work of other authors in relation with service
quality and their impact on satisfaction among the customer has also been utilized as secondary
data sources. Other sources that have been utilized in the present investigation involves
government reports, online articles, blogs etc. Such assist the investigator to gain knowledge
regarding the topic in the research.
3.7 Sampling
Sampling is regarded as the tool of determining on the part needs to be involved from the
whole population on which investigation is conducted. When carrying out the survey, there is
difficulty towards offering questionnaire to entire population. Thus selection of sample is done.
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The investigator has adopted the random sampling method to assess the impact of service quality
on customer satisfaction within hospitality industry: the case study of JW Marriott Hotels. The
size of sample is considered as total number of respondents who are involved in the sample from
whom collection of information is done (Kuada, 2012). Here, the researcher have taken a sample
of 10 customers for the Marriott hotel from whom collection of information is done through
assistance of questionnaire.
3.8 Data analysis
After the collection of data the next part is analysis of the information. The particular
chapter deal with assessing and evaluating the data which is collected by investigator
(Sondargaared, 2015). There is presence of two methods of data analysis that is referred to as
qualitative as well as quantitative. In the present thesis qualitative method has been applied.
Thematic analysis has been taken consideration for the assessment of the impact of service
quality on customer satisfaction within hospitality industry: the case study of JW Marriott
Hotels. Here, themes have been prepared which assists the investigator to gain the better
understanding of the subject. This is useful for the researcher to evaluate the appropriate
conclusion of the conducted research.
3.9 Ethical consideration
The researcher has focused on the safety of the gathered data and information from the
customers. In addition to this, the sources are required to be authentic for the collection of data.
Additionally, the researcher has focused on the security of the consumer data and information.
While collecting the data (Qur, 2013). It will allow the researcher to conduct an ethical research
with the help of all the ethical principle and set of rules. Along with this citation of the work has
been done. This presents that credit to the work of others used in the thesis is given in an
appropriate way.
Researcher has not pressurized the respondents to share their views. All study has been
done in effective manner. Scholar has not manipulated the collected data, all details are correct
and original. Researcher has used the secondary data for preparing the good dissertation but
individual has not copy the material, investigator has written these points in his own language so
there would not be issue of plagiarism. In the present thesis on impact of service quality on
customer satisfaction secondary data is gathered through several studies on specific subject that
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are being carried out in past. Such studies exists on several sites. There has been restriction in
relation with access of some sites (Remelts, 2015). In this regard prior permission has been taken
for the sake of accessing specific sites by the investigator.
3.10 Validity and reliability
It is considered as the important for making application of appropriate tools as well as
techniques for the sake of carrying out the dissertation in an effective manner. In this regard
concept of validity and reliability has importance in the process of the investigation. Validity is
regarded as the quality of being sound in terms of facts and in logical manner. It is considered as
the degree to which the research includes assessing what is required to be assessed in the
investigation (Foster, 2015). Internal validity can be referred to as the validity of tests. On the
other hand external validity can be referred as the capability of generalizing the results of the
research to the target market. In the present thesis on impact of service quality on the customer
satisfaction maintenance of the validity has been made sure. This has been ensured through
collection of data by means of sound secondary data collection tool.
The concept of reliability is regarded as the major concept in the investigation. This
demonstrates the degree to which stable and consistent outcomes are being produced through
assessment tools. The particular concept act as an aid in determining whether the research will
yield same result in situation it is carried out in future again. The present research on impact of
service quality of the satisfaction level of customers is considered reliable. This is due to the
reason that it makes collection of information through authenticated sources. It ensures that
research is free from any kind of biasness. Moreover it demonstrates that no manipulation is
done within the data. Thus data remain unchanged that is demonstrating its reliability.
3.11 Research limitation
The procedure in relation with attainment of the investigation is considered as
challenging. Various issues are being faced by the investigator while carrying out research. In the
present thesis on impact of service on satisfaction level of customers the limitation of the
investigation is presented in the manner as such.
Prolonged process: Long procedure is utilized in order to accomplish the entire investigation.
This is considered time consuming in relation with gathering of data through books and journals.
22

As the present thesis needs to be accomplished in particular time period thus it is not feasible for
the investigator to involve several aspects within the research.
Insufficient secondary data: Secondary data is needed in the present dissertation. This is because
of the reason that such assist the researcher in developing better understanding with respect to
subject matter in the investigation (Nalzaro, 2012). The main disadvantage is that investigator
face difficulty in attaining the data. Such is because of the reason that access to various sites was
restricted. Thus there is possibility that certain data in the investigation is missed.
23

CHAPTER- 4 DATA ANALYSIS
4.1 Introduction
In the particular section analysis of the data gathered has to be carried out. This is the
chapter that is concerned with evaluating as well as appraising the data that is being gathered by
the researcher. This relates with presentation of the data in appropriate format and in
understandable way. The particular section will yield findings that can be used to draw valid
outcomes from the dissertation. By the means of present dissertation that aims at assessment of
the impact of service quality on the customer satisfaction assessment of the information is being
done. In order to attain the data primary as well as secondary sources have been used. Further the
information collected has been examined by the means of qualitative technique. In order to carry
out qualitative analysis thematic approach has been incorporated. In this relation themes have
been developed based upon the data that is gathered from the customers of JW Marriott hotel by
the means of questionnaire.
4.2 Qualitative analysis
Thematic technique
Theme 1: Gender
Responses Frequency Percentage
Male 6 60%
Female 4 40%
0
1
2
3
4
5
6
Male
Female
Findings: When the customers of JW Marriott were asked regarding gender. It has been assessed
that 6 were male and 4 were female.
24

Analysis: By carrying out analysis of the information that has been gathered through the survey
of the customers of JW Marriott it has been examined that majority of the respondents were
male.
Theme 2: 3-4 times visited the hotel
Responses Frequency Percentage
1- 2 times 2 20%
3- 4 times 5 50%
More than 4 times 3 30%
0
1
2
3
4
5
1- 2 times
3- 4 times
More than 4
times
Findings: When the customers of JW Marriott were asked regarding the number of times they
have visited the hotel. It has been assessed that 2 replied 1-2 times, 5 say 3-4 times and 3
respondents say more than 4 times.
Analysis: By carrying out analysis of the information that has been gathered through the survey
of the customers of JW Marriott it has been examined that majority of the respondents replied
that they have visited the hotel for 3- 4 times. This reflects that customer are being loyal to the
firm and this also presents that service quality of the firm is effective to a greater extent. It has
been determined that as there is satisfaction among the customers thus they are loyal to the firm.
Theme 3: JW Marriott possess modern looking equipments
25

Findings: When the customers of JW Marriott were asked regarding whether or not JW Marriott
possess modern looking equipments. 1 respondent strongly agree, 1 customer disagree, 1 of the
customer neither agree nor disagree with the view as the person is neutral. On the other hand 3
respondents agree with the statement. Further 4 customers strongly agree with the view.
Analysis: From the analysis of the responses gained through survey of customers it has been
examined that majority of the respondents strongly agrees with the statement that company has
modern looking equipment. This say such due to the reason that firm makes use of modern
technology in offering the services to the customers. This provides greater satisfaction to them in
terms that they are being offered with services in accordance with their expectations. Such
reflects that aim of the firm is towards providing quality services with whose respect it makes
use of modern equipment’s to a greater extent.
Theme 4: Physical features are visually appealing
26

0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not JW Marriott
possess modern looking equipments. 1 respondent strongly agree, 1 customer disagree, 1 of the
customer neither agree nor disagree with the view as the person is neutral. On the other hand 3
respondents agree with the statement. Further 4 customers strongly agree with the view.
Analysis: From the analysis of the responses gained through survey of customers it has been
examined that majority of the respondents strongly agrees with the statement that company has
modern looking equipment. This say such due to the reason that firm makes use of modern
technology in offering the services to the customers. This provides greater satisfaction to them in
terms that they are being offered with services in accordance with their expectations. Such
reflects that aim of the firm is towards providing quality services with whose respect it makes
use of modern equipments to a greater extent.
Theme 5: Employee of JW Marriott provides services at the time it promises to do so
27

0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not employee of
JW Marriott provides services at the time it promises to do so. None of the respondent strongly
agree, 1 customer disagree, 1 of the customer neither agree nor disagree with the view as the
person is neutral. On the other hand 4 respondents agree with the statement. Further 4 customers
strongly agree with the view.
Analysis: From the analysis of the responses gained through survey of customers it has been
examined that majority of the respondents strongly agrees with the statement that employee of
JW Marriott provides services at the time it promises to do so. This say such due to the reason
that firm offers services as promised. Also it provides the services within specified duration of
time. Such plays significant role in fulfilling the expectations of the target market to a greater
extent. It has been examined that when the customers are delivered with services on time then
they are satisfied to a greater extent.
Theme 6: Employees show willingness to help you at any point of time
Responses Frequency Percentage
Strongly disagree 1 10%
Disagree 0 0%
Neutral 1 10%
Agree 5 50%
Strongly agree 3 30%
28

0
1
2
3
4
5 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not employees
show willingness to help you at any point of time. 1 respondent strongly agree, none of the
customer disagree, 1 of the customer neither agree nor disagree with the view as the person is
neutral. On the other hand 5 respondents agree with the statement. Further 3 customers strongly
agree with the view.
Analysis: From the analysis of the responses gained through survey of customers it has been
examined that majority of the respondents agrees with the statement that employees show
willingness to help you at any point of time. They say such due to the reason that employees of
the firm offers quality services on time. Also they are ready to grant the services as and when
required by the customers. It has been examined that the behavior of the employees is also sound
that builds trust of customers in them towards gaining services in an effective manner and within
specified time. Also help is offered whether the customer have any query. This increases their
level of satisfaction to a greater extent.
Theme 7: Materials associated with service are visually appealing at JW Marriott hotel
29

0
1
2
3
4
5 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Finding: On asking the customers of JW Marriott regarding whether or not materials associated
with service are visually appealing at JW Marriott hotel. 1 of the respondent strongly agree, 1
customer disagree, 1 of the customer neither agree nor disagree with the view as the person is
neutral. On the other hand 2 respondents agree with the statement. Further 5 customers strongly
agree with the view.
Analysis: By the means of assessing the responses gained through survey of customers it has
been examined that majority of the respondents strongly agrees with the statement that material
associated with service are visually appealing at JW Marriott hotel. They say this due to the
reason that firm is associated in offering quality services to the customers that possess the feature
that is high in technology that increases the attractiveness of the products and services to a
greater extent. Further there is attached skills with the performance of the service. Such has
importance towards attainment of the target in an effective manner.
Theme 8: Employees give you prompt services
30

0
1
2
3
4
5 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not employees
give prompt services to you. 1 respondent strongly agree, none of the customer disagree, 1 of the
customer neither agree nor disagree with the view as the person is neutral. On the other hand 3
respondents agree with the statement. Further 5 customers strongly agree with the view that
employees offer prompt services.
Analysis: From the analysis of the responses gained through survey of customers it has been
examined that majority of the respondents believes that employees offer prompt services. They
says such as a reason that as the behavior of the personnel is sound that reflects that they behave
in an effective manner. It has been examined that prompt services are being offered without
making any delays. This has been assessed that when the employees provide quality service in
terms of promptness that leads to creation of satisfaction among the customers. With this the
customers are able to become loyal towards the firm.
Theme 9: Feel safe in transaction with JW Marriott hotel
31

0
0.5
1
1.5
2
2.5
3 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: On asking the customers of JW Marriott regarding whether or not they feel safe in
transaction with JW Marriott hotel. 2 of the respondent strongly agree, 1 customer disagree, 2 of
the customer neither agree nor disagree with the view as the person is neutral. On the other hand
3 respondents agree with the statement. Further 2 customers strongly agree with the view that
feel safe in transaction with JW Marriott hotel.
Analysis: With the analysis of the responses that have been gained through survey of the
customer of JW Marriott hotel it has been examined that majority of the customers believes that
there is safety in transaction with the hotel. They feel so because of the reason that the hotel can
the information of its customers confidential and do not allow anyone to have access of the
information. This result in keeping the data private and offers greater opportunity to the
customers in building trust in the firm. This act as an aid in increasing the satisfaction level of
the customers. Also it facilitates in increasing their loyalty as well. On the other hand there is
presence of certain individual who do not agree with the particular view. This is because of the
reason that they believe that the information that is being offered to them is lost. Further this
results in creation of greater number of issues for the customers. Moreover due to such their trust
in the hotel reduces to the greater extent and they are no more likely to visit the hotel again. It
has been assessed that transaction carried out requires greater amount of safety so that
performance can be carried out in an effective manner.
Theme 10: Employees at JW Marriott hotel provides individual attention
32

0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not employees at
JW Marriott hotel provides individual attention. None of the respondent strongly agree, 1
customer disagree, 2 of the customer neither agree nor disagree with the view as the person is
neutral. On the other hand 4 respondents agree with the statement. Further 3 customers strongly
agree with the view that employees at JW Marriott hotel provides individual attention.
Analysis: By carrying out the analysis of the responses gained through survey of the customer of
JW Marriott hotel it has been examined that majority of the customers believes that employees at
JW Marriott hotel provides individual attention. This is due to the reason that they believe,
personnel possess sound training regarding the manner in which are being expected to perform
before the customers. With the assistance of such they offer personalized attention to the
customers which offers greater level of satisfaction to them. It has been assessed that there is
huge role of offering attention to the customers in terms that they become loyal to the firm and
also it is important in a manner that it helps in level of satisfaction from the services that are
attained. Proper resolution of the customer complaints and offering services at individual level
can bring development in satisfaction among the target market. In contrast to this it has been
33

assessed that there is presence of certain employees who does not pay major attention to the
customers. Thus such can be because of lack of training in them and this affects the satisfaction
among the customers to a greater extent.
Theme 11: Employees at hotel understands your specific requirements
0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: On asking the customers of JW Marriott regarding whether or not employees at hotel
understands your specific requirements. 2 of the respondent strongly agree, 1 customer disagree,
1 of the customer neither agree nor disagree with the view as the person is neutral. On the other
hand 2 respondents agree with the statement. Further 4 customers strongly agree with the view
that employees at hotel understands your specific requirements.
Analysis: With the analysis of the responses that have been gained through survey of the
customer of JW Marriott hotel it has been examined that majority of the customers believes that
employees at hotel understands specific requirements. It has been assessed that employees in the
hotel needs to assess the needs of the target market. As such it assist them in carrying out the
performance in accordance with such. Further it has been determined that customers believes so
as it are being asked regarding their expected services from the hotel. This act as an aid in
34

accomplishment of their requirement in an effective manner. The aim of the hotel is towards
offering the services as per the need of the customers. Through this they are able to build greater
trust in the customers. It has been believed by the customers that when they are offered with
services as per expectations then there is greater enhancement in their satisfaction level. On the
other hand if the needs of the customers are not taken into account then their level of satisfaction
from the hotel gets declined to a significant level.
Theme 12: Encourage your friends and relatives to use the services that is offered by JW
Marriott hotel
0
1
2
3
4
5 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not you would
Encourage your friends and relatives to use the services that is offered by JW Marriott hotel. 1
respondent strongly agree, 1 customer disagree, 1 of the customer neither agree nor disagree with
the view as the person is neutral. On the other hand 2 respondents agree with the statement.
Further 5 customers strongly agree with the view that employees offer prompt services.
Analysis: By carrying out the analysis of the responses gained through survey of the customer of
JW Marriott hotel it has been examined that majority of the customers feels that they would
35

encourage their friends and relatives to use the services that is offered by JW Marriott hotel.
They believe such because of the reason that when the customer attains higher satisfaction from
the services then they become loyal. Moreover they make recommendation of the hotel to their
friends and relatives to a greater extent. Such act as an aid in increasing the number of customers
for the business. This is because they are engaged in offered quality services to the customers in
an effective manner. On the other hand there is presence of certain customer who are not
involved in recommending the hotel to their friends. This is due to the reason that their
experience from the hotel is not appropriate. Further the hotel have not offered quality services to
the customer which have reduces their level of satisfaction level.
Theme 13: JW Marriott employees show a sincere interest in resolving the problems
0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: On asking the customers of JW Marriott regarding whether or not JW Marriott
employees show a sincere interest in resolving the problems. 2 of the respondent strongly agree,
1 customer disagree, none of the customer neither agree nor disagree with the view as the person
is neutral. On the other hand 4 respondents agree with the statement. Further 3 customers
36

strongly agree with the view that is JW Marriott employees show a sincere interest in resolving
the problems.
Analysis: With the analysis of the responses that have been gained through survey of the
customer of JW Marriott hotel it has been examined that majority of the customers believes that
JW Marriott employees show a sincere interest in resolving the problems. They say so due to the
reason that customers are provided with quality services and also their issues are being resolved
at right point of time and in an effective manner. This increases the satisfaction level among the
customers. Employees at hotel are being offered with training to ask and resolve the queries that
are being faced by the customers within the hotel. When the issues of the customers are being
resolved then they gain greater level of satisfaction. This increases their trust towards the hotel.
Along with this they become loyal towards the organization as well.
Theme 14: Continue be the customer of JW Marriott for future course of time
0
0.5
1
1.5
2
2.5
3
3.5
4 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: When the customers of JW Marriott were asked regarding whether or not they will
continue be the customer of JW Marriott for future course of time. 2 respondent strongly agree,
none of the customer disagree, 1 of the customer neither agree nor disagree with the view as the
37

person is neutral. On the other hand 3 respondents agree with the statement. Further 4 customers
strongly agree with the view that they continue be the customer of JW Marriott for future course
of time.
Analysis: By carrying out the analysis of the responses gained through survey of the customer of
JW Marriott hotel it has been examined that majority of the customers replied that they continue
to be the customer of JW Marriott for the future course of time. It has been assessed that when
the customers gain quality services the their satisfaction level also increases. This results in
making them loyal towards the hotel to a greater extent. It has been determined that the role of
providing effective services is essential in terms that it results in attainment of the business
targets with effectiveness. When the customers expectations and researched upon and are
fulfilled then they recommend the hotel to their relatives and also tries to become the loyal
customers of the customer in order to attain greater benefit.
Theme 15: Satisfied from the use of services provided by Marriott hotel
0
1
2
3
4
5
6 Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Findings: On asking the customers of JW Marriott regarding whether or not customers are
satisfied from the use of services provided by Marriott hotel. None of the respondent strongly
38

agree, 1 customer disagree, 1 of the customer neither agree nor disagree with the view as the
person is neutral. On the other hand 6 respondents agree with the statement. Further 2 customers
strongly agree with the view that they are satisfied from the use of services provided by Marriott
hotel.
Analysis: With the analysis of the responses that have been gained through survey of the
customer of JW Marriott hotel it has been examined that majority of the customers believes that
customers are highly satisfied with the services that are being offered to them. It has been
assessed that customers are able to gain satisfaction when they are provided with quality services
and also when they attain services in accordance with their expectations. It has been assessed that
it is important to assess the requirements of target market so that they gain satisfaction and builds
greater level of trust within the firm. It has been examined that through this customers become
loyal to the organization as well.
It has been examined that service quality is important in other organizations as well. This
is effective in attainment of satisfaction among the customers. It has been assessed that within
hospitality the quality of service has important role with which the targets can be attained in an
effective manner.
Discussion
As per the analysis of above data collection, it can be said that by having an improved
focus on overall outcome the issues can be overcome in desired manner. It has been examined
that majority of the respondents replied that they have visited the hotel for 3- 4 times. This
reflects that customer are being loyal to the firm and this also presents that service quality of the
firm is effective to a greater extent. It indicates that Marriott is offering impressive level of
services in the market. However, secondary information reflects that market share of company is
highly impressive in competitive market as compared to rivals. It has been noticed that business
having higher quality of service would be able to meet or exceed the expectations while
remaining economically competitive. This has been gained that improvement in the service
quality is effective in increasing profitability as well as long term economic competitiveness.
Enhancement in the service quality can be attained through enhancement in the operational
procedure, identification of the issues in quick manner, establishment of valid as well as reliable
39

service performance measures as well as measurement of the satisfaction among customers as
well as other performance outcomes.
Primary and secondary information also indicates that Marriott competitors are
effectively changing the work standards in order to overcome the issues. It has influenced the
business of Marriott. It means management must ensure that long term sustainability can be well
maintained. For continuous improvement better service standards need to be employed
effectively. Majority of the customers replied that they continue to be the customer of JW
Marriott for the future course of time. It has been assessed that when the customers gain quality
services their satisfaction level also increases. This results in making them loyal towards the
hotel to a greater extent. By carrying out the analysis of the responses gained through survey of
the customer of JW Marriott hotel it has been examined that majority of the customer’s feels that
they would encourage their friends and relatives to use the services that is offered by JW
Marriott hotel. They believe such because of the reason that when the customer attains higher
satisfaction from the services then they become loyal. In addition to this, it can be said that by
having an effective application of diverse methods the service quality of hotel can be advanced.
TQM and other significant values are available which impacts the overall outcome in positive
manner.
40

CHAPTER- 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It can be concluded from the findings that there is greater role service quality in
increasing the satisfaction level among the customers. As several objectives have been
accomplished after conducting the research with greater effectiveness. Therefore the aim of
conducting the investigation have been addressed to greater extent. By the means of primary as
well as secondary data greater amount of data has been attained that demonstrates the impact of
service quality on satisfaction among the customers.
It has been explored from the present report that greater number of customers believes
that they have visited the hotel for 3- 4 times. This reflects that customer are being loyal to the
firm and this also presents that service quality of the firm is effective to a greater extent. Along
with this it has been inferred that company has modern looking equipment. The customers
believes such due to the reason that firm makes use of modern technology in offering the
services to the customers. This provides greater satisfaction to them in terms that they are being
offered with services in accordance with their expectations.
Along with this it has been examined from the analysis of primary information that
company has modern looking equipment. They say such due to the reason that firm makes use of
modern technology in offering the services to the customers. This provides greater satisfaction to
them in terms that they are being offered with services in accordance with their expectations.
Further greater number of customers believes that majority of the respondents JW Marriott
provides services at the time it promises to do so. This implies that firm offers services as
promised. Also it provides the services within specified duration of time. majority of the
respondents agrees with the statement that employees show willingness to help you at any point
of time. They say such due to the reason that employees of the firm offers quality services on
time. Also they are ready to grant the services as and when required by the customers. It has been
explored from the present thesis that material associated with service are visually appealing at
JW Marriott hotel. They say this due to the reason that firm is associated in offering quality
services to the customers that possess the feature that is high in technology that increases the
attractiveness of the products and services to a greater extent.
41

Along with this it has been explored that employees offer prompt services. They says
such as a reason that as the behavior of the personnel is sound that reflects that they behave in an
effective manner. It has been examined that prompt services are being offered without making
any delays. This has been assessed that when the employees provide quality service in terms of
promptness that leads to creation of satisfaction among the customers. There is existence of
several customers who believes that there is safety in transaction with the hotel. They feel so
because of the reason that the hotel can the information of its customers confidential and do not
allow anyone to have access of the information. This result in keeping the data private and offers
greater opportunity to the customers in building trust in the firm. This act as an aid in increasing
the satisfaction level of the customers. Also it facilitates in increasing their loyalty as well.
It has been inferred that majority of the customers believes that employees at JW Marriott
hotel provides individual attention. This is due to the reason that they believe, personnel possess
sound training regarding the manner in which are being expected to perform before the
customers. With the assistance of such they offer personalized attention to the customers which
offers greater level of satisfaction to them. It has been assessed that there is huge role of offering
attention to the customers in terms that they become loyal to the firm and also it is important in a
manner that it helps in level of satisfaction from the services that are attained.
In addition to this it has been examined that customers believes that employees at hotel
understands specific requirements. It has been assessed that employees in the hotel needs to
assess the needs of the target market. As such it assist them in carrying out the performance in
accordance with such. Further it has been determined that customers believes so as it are being
asked regarding their expected services from the hotel. Further customers feels that they would
encourage their friends and relatives to use the services that is offered by JW Marriott hotel.
They believe such because of the reason that when the customer attains higher satisfaction from
the services then they become loyal. Moreover they make recommendation of the hotel to their
friends and relatives to a greater extent.
It can be concluded from the findings attained through survey that majority of the
customers believes that JW Marriott employees show a sincere interest in resolving the
problems. They say so due to the reason that customers are provided with quality services and
also their issues are being resolved at right point of time and in an effective manner. Moreover
42

the customers replied that they continue to be the customer of JW Marriott for the future course
of time. It has been assessed that when the customers gain quality services the their satisfaction
level also increases. This results in making them loyal towards the hotel to a greater extent.
There are several customers who believes that customers are highly satisfied with the services
that are being offered to them. It has been assessed that customers are bale to gain satisfaction
when they are provided with quality services and also when they attain services in accordance
with their expectations.
5.2 Recommendation
The main purpose of any business is their customer satisfaction. Consumers are the basic
and main tools which helps in the success of business and an organisation. If target clients got
satisfied then it will treat as the return of customers. For this concept they have to provide better
quality service which helps in increasing their number of customers as well as profitability of
business. Consumer satisfaction is leads in customer loyalty.
In hospitality industry guest are their key element which helps in success of hotels. They
helps in the survival and growth of this industry. Hotels provides service to their guest and when
they are leaving their feedback is necessary for knowing the result that in what areas they have to
work, and improve their service quality. Following are some of the recommendation on which
hospitality industries have to work and improve their quality of service which they are providing
to their guest.
 Training to staff: They have to provide proper training to staff that how to behave with
guest and how to work in their specified field. This helps in improving the nature of
behavior towards guest.
 Maintenance: Hotels have to maintain their hotel properly so, large number of customers
attract towards their. Like they have to maintain clean and healthy environment in hotels.
Along with this all equipments have to be properly working like AC'S, TV'S etc.
 Front office managers have to maintain their behaviour according to various groups of
guest. Their interaction with clients serve as the basic and important element.
 Management have to greet every person according to their gender.
 Integrated communication system should be managed, so guest complaints can directly
transferred to concerned authority and have to be sort out on priority basis.
43

 They have to provide proper parking facility. It leads in avoid ng inconvenience to
customer and their vehicles can be easily parked without and threat.
 Food qualities are also be the important part. It helps in attracting many customers and it
also helps in keeping their guest fit by providing healthy food.
 They have to maintain their rooms quality by keeping their room clean and tidy. If their
rooms are dirty and not clean then it leads to keep their guest away from return visit.
 They have to hire professional skilled staff which helps in treating all customers properly.
 They have to get proper feedback from their guest. So, that they can work on all such
issues which are faced by their customers and firm can be able to work on such
feedbacks. This helps in improving service of customers.
By using all such recommendations it helps an organisation to satisfy their customers
with most appropriate methods. Which helps in maintain cost and name of hotel. Such
recommendation also helps in establishing the name of hotel on the global level. These type of
suggestions are compulsory for the success of any hospitality organisation.
44

REFERENCES
Journals and Books
Akbar, M. M. and Parvez, N., 2009. Impact of service quality, trust, and customer satisfaction on
customers loyalty. ABAC Journal. 29(1).
Al-Hawari, M. and Ward, T., 2006. The effect of automated service quality on Australian banks'
financial performance and the mediating role of customer satisfaction. Marketing Intelligence
& Planning. 24(2). pp.127-147.
Arasli, H., Mehtap-Smadi, S. and Turan Katircioglu, S., 2005. Customer service quality in the
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APPENDIX
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