DISSERTATION. DISSERTATION. 8. 8. : DISSERTATION. Impor

Running head: DISSERTATION
Importance of artificial intelligence for raising the customer satisfaction level: A case study of
the Coral View Island Resort of Malaysia
Name of the Student
Name of the University
Author Note

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ......................... whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
The aim of this research is to understand if the implementation of artificial intelligence in hotels
have an effect on customer satisfaction levels and for this, the case study of the Coral View
Island Resorts in Malaysia. The first chapter of the research paper embodies the aim and purpose
of the research. The objective of the research is to understand if the implementation of artificial
intelligence within the hotel sector prove to be favorable for increasing the level of customer
satisfaction. This chapter also outlines the objectives of the research and the various research
questions that it tries to understand in the course of the work. The second chapter of the
dissertation examines the views and the opinions provided by various scholars and authors on the
issue of artificial intelligence and its use in the hotel industry. Furthermore, their opinions are
also underlined where they judge the importance of artificial intelligence for increasing the level
of customer satisfaction. The third chapter of the dissertation outlines the various methods that
are used for the proper execution of this research. This chapter also looks in to the different
ethical considerations that have been adhered to in order to maintain the authenticity of the
research. The forth chapter includes within it the data collected from the case study of the Coral
View Island Resorts of Malaysia with regards to the level of customer satisfaction this hotel
enjoys. In this regard, the feed backs of the customers are analyzed in a qualitative manner. This
chapter looks in to the data gathered from the previous chapter and relates it with the information
collected in the literature review section of the research. It gives the researcher a comprehensive
idea of the research aim and allows him to justify the hypothesis so made. The last chapter of the
dissertation synthesizes all the information that have so far been collected. It examines the
research objectives and justifies them by linking it with the data findings section and literature
review. This chapter also provides certain recommendations on how to improve the customer
satisfaction level of the tourists involved in the hotel industry.

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Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.0 Over view...............................................................................................................................4
1.1 Problem Statement.................................................................................................................4
1.2 Research Aim.........................................................................................................................5
1.3 Research Objectives...............................................................................................................5
1.4 Research Questions................................................................................................................6
1.5 Hypothesis.............................................................................................................................6
1.6 Research Rationale................................................................................................................6
1.7 Research Structure.................................................................................................................7
1.8 Summary................................................................................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.0 Over view...............................................................................................................................9
2.1 Conceptual Frame work.........................................................................................................9
2.2 Meaning of artificial intelligence.........................................................................................10
2.3 Importance of artificial intelligence within the hotel sector................................................13
2.4 Meaning of customer satisfaction........................................................................................15
2.5 Importance of customer satisfaction within the hotel industry............................................16
2.6 Relation between artificial intelligence and customer satisfaction in the hotel industry.....18
2.7 Summary..............................................................................................................................21

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Chapter 3: Research Methodology................................................................................................22
3.0 Over view.............................................................................................................................22
3.1 Research Outline..................................................................................................................22
3.2 Research Philosophy............................................................................................................22
3.2.1 Application of research philosophy..............................................................................22
3.3 Research Approach..............................................................................................................23
3.3.1 Application of research approach.................................................................................23
3.4 Research Design..................................................................................................................23
3.4.1 Application of research design.....................................................................................23
3.5 Research Strategy................................................................................................................24
3.5.1 Application of research strategy...................................................................................24
3.6 Sampling method and sampling size...................................................................................24
3.6.1 Application of sampling method and sampling size....................................................25
3.7 Data collection technique....................................................................................................25
3.7.1 Application of data collection technique......................................................................25
3.8 Data analysis technique.......................................................................................................25
3.8.1 Application of data analysis technique.........................................................................26
3.9 Ethical considerations..........................................................................................................26
3.10 Accessibility issues............................................................................................................26
3.11 Summary............................................................................................................................27

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Chapter 4: Data Analysis...............................................................................................................28
4.0 Overview..............................................................................................................................28
4.1 Data Analysis.......................................................................................................................28
4.2 Summary..............................................................................................................................34
Chapter 5: Discussion....................................................................................................................35
5.0 Over view.............................................................................................................................35
5.1 Theme 1: Significance of artificial intelligence within the field of hotel industry..............35
5.2 Theme 2: Need of artificial intelligence within the hotel industry......................................37
5.3 Theme 3: Relationship between artificial intelligence and its impact on the extent of
customer satisfaction within the hotel industry.........................................................................39
5.4 Summary..............................................................................................................................41
Chapter 6: Conclusion and recommendation.................................................................................42
6.0 Conclusion...........................................................................................................................42
6.1 Linking with objectives.......................................................................................................42
6.2 Recommendations................................................................................................................44
6.3 Future scope of study...........................................................................................................45
References:....................................................................................................................................46
Appendix........................................................................................................................................57
Interview Schedule....................................................................................................................57

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Chapter 1: Introduction
1.0 Over view
With the induction of the ideas of globalization and liberalization, the territorial
boundaries of the various nation states of the world have become easier to cross without much
obstruction (Russell & Norvig, 2016). This has provided an opportunity to the people of the
world to travel from one country to another as per their will and financial ability (Bharucha &
Fukey, 2017). The issue of migration has come to occupy a significant place in the contemporary
world order as it is seen to have a preponderant influence on the economic, political, cultural and
social frame work of the society (Ohlan, 2018).
One of the significant changes that has been brought about by the issue of migration is
the rise in the hotel industry (Bilgihan & Wang, 2016). The movement of people, also known as
tourists, from one place to another in search of a leisure activity for a temporary period of time
necessitates the need to stay in a hotel (Ghahramani, 2015). Thus, the rise in this tourism sector
of the world has observed a related rise in the hotel industry (Van Niekerk, 2016).
In this regard, it can be seen that the continuous growth and development of the hotels are
required in order to keep the customer satisfied and happy (Aydalot & Keeble, 2018). The Coral
View Island Reost is one of the most popular hotel in the country of Malysia ("Coral View Island
Resort", 2019). The Resort however, has the issue of not having enough parking space and that
the staffs of the hotel cannot cater to the needs of the customers.
1.1 Problem Statement
The use of technology in the various fields of human activity is highly encouraged in the
contemporary world (Ku et al., 2019). Technology has the power and ability within it to make