CustomerSatisfaction and Quality Service: A Study on Shangri-La Hotel
Added on 2019-12-03
37 Pages12600 Words66 Views
DISSERTATION -
Conflict in perspective towards
customer satisfaction and
quality service: A study on
Shangri- La hotel
Conflict in perspective towards
customer satisfaction and
quality service: A study on
Shangri- La hotel
EXECUTIVE SUMMARY
In the modern era quality service plays most significant role in the hospitality sector as
before purchasing any type of service it is ensured by target market that services are rendered to
them as per their expectations. For enhancement of quality different tools are present which
business can easily employ and through this it is possible to know whether customers are
satisfied with the kind of services delivered to them or not. Apart from this, market trends are
changing at faster pace due to which modification in the service range is necessary for every
business and it assist in dealing with the range of challenges being present at the international
level. One of the main reasons behind carrying out the study is to explore whether there is
conflict in perspective towards customer satisfaction and quality service.
The present study being carried out is descriptive is nature where main stress is on
providing description of the topic being selected for the research. Information has been collected
from primary and secondary sources where primary one has been gathered from customers of
Shangri La hotel and secondary through books, journals and online articles. Further, inductive
approach has been employed where results move from specific to general. Interpretivism
philosophy has been undertaken through which it is possible to interpret findings of the
study.The entire study carried out has supported in knowing that Shangri La hotel is effective
enough to meet with the requirement of its target market. Further, business is efficient enough to
serve large number of customers in the market and manages conflict between customer
satisfaction and service quality.
On the basis of conclusion there are some recommendations to Shangri La hotel which
business can consider for its overall growth. It involves new service quality improvement tools
must be adopted as through this it is possible for enterprise to take appropriate measures with the
motive to enhance customer satisfaction. Market research must be carried be carried out so that it
is possible for management to understand belief along with values of different culture and in turn
situation such as cultural dispute can be handled easily and is fruitful for business also.
In the modern era quality service plays most significant role in the hospitality sector as
before purchasing any type of service it is ensured by target market that services are rendered to
them as per their expectations. For enhancement of quality different tools are present which
business can easily employ and through this it is possible to know whether customers are
satisfied with the kind of services delivered to them or not. Apart from this, market trends are
changing at faster pace due to which modification in the service range is necessary for every
business and it assist in dealing with the range of challenges being present at the international
level. One of the main reasons behind carrying out the study is to explore whether there is
conflict in perspective towards customer satisfaction and quality service.
The present study being carried out is descriptive is nature where main stress is on
providing description of the topic being selected for the research. Information has been collected
from primary and secondary sources where primary one has been gathered from customers of
Shangri La hotel and secondary through books, journals and online articles. Further, inductive
approach has been employed where results move from specific to general. Interpretivism
philosophy has been undertaken through which it is possible to interpret findings of the
study.The entire study carried out has supported in knowing that Shangri La hotel is effective
enough to meet with the requirement of its target market. Further, business is efficient enough to
serve large number of customers in the market and manages conflict between customer
satisfaction and service quality.
On the basis of conclusion there are some recommendations to Shangri La hotel which
business can consider for its overall growth. It involves new service quality improvement tools
must be adopted as through this it is possible for enterprise to take appropriate measures with the
motive to enhance customer satisfaction. Market research must be carried be carried out so that it
is possible for management to understand belief along with values of different culture and in turn
situation such as cultural dispute can be handled easily and is fruitful for business also.
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study........................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Aims and objectives...............................................................................................................2
1.4 Significance of the study.......................................................................................................2
1.5 Problem statement.................................................................................................................3
1.6 Analysis and framework........................................................................................................3
1.7 Structure of the dissertation...................................................................................................4
CHAPTER 2 :LITERATURE REVIEW.........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Significance of quality service in the hospitality sector........................................................5
2.3 Quality service from cultural context....................................................................................7
2.4 Link between quality service and customer satisfaction.......................................................8
2.5 Factors affecting customer satisfaction in hospitality sector...............................................10
2.6 Benefits of quality service to hospitality firms....................................................................12
2.7 Cultural diversity and perception of quality of service and customer satisfaction..............13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
3.1 Introduction..........................................................................................................................15
3.2 Research design...................................................................................................................15
3.3 Research approach...............................................................................................................15
3.4 Data collection.....................................................................................................................16
3.5 Research philosophy............................................................................................................16
3.6 Data analysis........................................................................................................................17
3.7 Research limitations.............................................................................................................17
3.8 Sampling..............................................................................................................................17
3.9 Reliability and validity........................................................................................................18
3.10 Research ethics..................................................................................................................18
CHAPTER 4: DATA ANALYSIS................................................................................................19
4.1 Introduction..........................................................................................................................19
4.2 Thematic analysis................................................................................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................27
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study........................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Aims and objectives...............................................................................................................2
1.4 Significance of the study.......................................................................................................2
1.5 Problem statement.................................................................................................................3
1.6 Analysis and framework........................................................................................................3
1.7 Structure of the dissertation...................................................................................................4
CHAPTER 2 :LITERATURE REVIEW.........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Significance of quality service in the hospitality sector........................................................5
2.3 Quality service from cultural context....................................................................................7
2.4 Link between quality service and customer satisfaction.......................................................8
2.5 Factors affecting customer satisfaction in hospitality sector...............................................10
2.6 Benefits of quality service to hospitality firms....................................................................12
2.7 Cultural diversity and perception of quality of service and customer satisfaction..............13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
3.1 Introduction..........................................................................................................................15
3.2 Research design...................................................................................................................15
3.3 Research approach...............................................................................................................15
3.4 Data collection.....................................................................................................................16
3.5 Research philosophy............................................................................................................16
3.6 Data analysis........................................................................................................................17
3.7 Research limitations.............................................................................................................17
3.8 Sampling..............................................................................................................................17
3.9 Reliability and validity........................................................................................................18
3.10 Research ethics..................................................................................................................18
CHAPTER 4: DATA ANALYSIS................................................................................................19
4.1 Introduction..........................................................................................................................19
4.2 Thematic analysis................................................................................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................27
5.1 Introduction..........................................................................................................................27
5.2 Conclusion...........................................................................................................................27
5.3 Recommendations................................................................................................................29
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................33
5.2 Conclusion...........................................................................................................................27
5.3 Recommendations................................................................................................................29
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................33
CHAPTER 1: INTRODUCTION
1.1 Background of the study
In the modern era quality service plays most significant role in the hospitality sector as
before purchasing any type of service it is ensured by target market that services are rendered to
them as per their expectations. Further, it is regarded as the key to organizational success where
delivering quality service allows business to enhance customer satisfaction and assist in
enhancing customer base of the organization. Apart from this, market where businesses operate
is quite complex and due to this reason to deal with unfavorable situation such as rise in
competition level etc service quality has to be enhanced. In short it can be said that without
considering quality no individual prefers to purchase services of hospitality. Apart from this,
every business operating in the market has started to take initiative for enhancing quality level
and it can be regarded as one of the main reason behind success of businesses in the market.
Their exist direct relationship between customer satisfaction and quality service as rise in level of
quality has enhances satisfaction level and vice versa. Apart from this for hospitality businesses
it is necessarily required to determine need and requirement of its target market and on the basis
of same it is possible to bring changes in the service range of business. On the other hand
customer satisfaction is regarded as the key to organization success where every firm operating
in the market takes large number of initiatives for enhancing satisfaction level and this allows to
survive in the competitive market for longer period of time.
Further, for enhancement of quality different tools are present which business can easily
employ and through this it is possible to know whether customers are satisfied with the kind of
services delivered to them or not. Apart from this, market trends are changing at faster pace due
to which modification in the service range is necessary for every business and it assist in dealing
with the range of challenges being present at the international level. Moreover, at present quality
is one of the main priority of every customer and before purchasing any service it is ensured
whether service can provide value for money experience and is acceptable or not.
1.2 Rationale of the study
One of the main reasons behind carrying out the study is “To explore whether there is
conflict in perspective towards customer satisfaction and quality service”. Further, for
conducting study in appropriate manner Shangri La hotel has been chosen as one of the
organization which operates in hospitality sector and well knowing in the market for range of
1
1.1 Background of the study
In the modern era quality service plays most significant role in the hospitality sector as
before purchasing any type of service it is ensured by target market that services are rendered to
them as per their expectations. Further, it is regarded as the key to organizational success where
delivering quality service allows business to enhance customer satisfaction and assist in
enhancing customer base of the organization. Apart from this, market where businesses operate
is quite complex and due to this reason to deal with unfavorable situation such as rise in
competition level etc service quality has to be enhanced. In short it can be said that without
considering quality no individual prefers to purchase services of hospitality. Apart from this,
every business operating in the market has started to take initiative for enhancing quality level
and it can be regarded as one of the main reason behind success of businesses in the market.
Their exist direct relationship between customer satisfaction and quality service as rise in level of
quality has enhances satisfaction level and vice versa. Apart from this for hospitality businesses
it is necessarily required to determine need and requirement of its target market and on the basis
of same it is possible to bring changes in the service range of business. On the other hand
customer satisfaction is regarded as the key to organization success where every firm operating
in the market takes large number of initiatives for enhancing satisfaction level and this allows to
survive in the competitive market for longer period of time.
Further, for enhancement of quality different tools are present which business can easily
employ and through this it is possible to know whether customers are satisfied with the kind of
services delivered to them or not. Apart from this, market trends are changing at faster pace due
to which modification in the service range is necessary for every business and it assist in dealing
with the range of challenges being present at the international level. Moreover, at present quality
is one of the main priority of every customer and before purchasing any service it is ensured
whether service can provide value for money experience and is acceptable or not.
1.2 Rationale of the study
One of the main reasons behind carrying out the study is “To explore whether there is
conflict in perspective towards customer satisfaction and quality service”. Further, for
conducting study in appropriate manner Shangri La hotel has been chosen as one of the
organization which operates in hospitality sector and well knowing in the market for range of
1
services it delivers to its target market. Apart from this, business has applied large number of
strategies for enhancing satisfaction level of its target market and this has acted as development
tool for the entire business. Apart from this, company serves large number of customers who
may vary from one another in the form of religion, culture etc. Therefore, to satisfy requirement
along with need of each and every customer it is necessary to align different strategies.
1.3 Aims and objectives
Aim: The main aim behind carrying out the present study is “to explore whether there is conflict
in perspective towards customer satisfaction and quality service: A study on Shangri- La hotel,
London”. Further, for accomplishment of this aim following objectives have been developed
which are as follows:
To assess what Asian customers expects from Shangri-La Hotel.
To identify services provided using European standards.
To evaluate whether there is any cultural conflict.
To recommend ways to minimize cultural gaps between customer satisfaction and quality
of services.
Research questions
Following are the research questions being developed for accomplishing aim and objectives
of the research which are:
What Asian customers expects from Shangri La Hotel
What are the range of services provided using European standards
1.4 Significance of the study
The entire study being carried out is significant at corporate level where findings of the
research are applicable to entire hospitality sector. Further, the main stress is on identifying the
conflict in perspective towards customer satisfaction and service quality. Through this it is
possible for hospitality organizations to enhance quality service of its service keeping in view the
overall requirement of the target market. Further, effective strategies can be easily employed so
that business can easily strengthen its customer base and it is possible to sustain in the market for
longer period of time. Apart from this, the study is also beneficial at academic level where the
findings of the research are beneficial for students and other type of learners. It is possible for
them to know about the concept of customer satisfaction along with service quality. Further, the
significance of quality service can be easily known in the modern era. This can directly enhance
2
strategies for enhancing satisfaction level of its target market and this has acted as development
tool for the entire business. Apart from this, company serves large number of customers who
may vary from one another in the form of religion, culture etc. Therefore, to satisfy requirement
along with need of each and every customer it is necessary to align different strategies.
1.3 Aims and objectives
Aim: The main aim behind carrying out the present study is “to explore whether there is conflict
in perspective towards customer satisfaction and quality service: A study on Shangri- La hotel,
London”. Further, for accomplishment of this aim following objectives have been developed
which are as follows:
To assess what Asian customers expects from Shangri-La Hotel.
To identify services provided using European standards.
To evaluate whether there is any cultural conflict.
To recommend ways to minimize cultural gaps between customer satisfaction and quality
of services.
Research questions
Following are the research questions being developed for accomplishing aim and objectives
of the research which are:
What Asian customers expects from Shangri La Hotel
What are the range of services provided using European standards
1.4 Significance of the study
The entire study being carried out is significant at corporate level where findings of the
research are applicable to entire hospitality sector. Further, the main stress is on identifying the
conflict in perspective towards customer satisfaction and service quality. Through this it is
possible for hospitality organizations to enhance quality service of its service keeping in view the
overall requirement of the target market. Further, effective strategies can be easily employed so
that business can easily strengthen its customer base and it is possible to sustain in the market for
longer period of time. Apart from this, the study is also beneficial at academic level where the
findings of the research are beneficial for students and other type of learners. It is possible for
them to know about the concept of customer satisfaction along with service quality. Further, the
significance of quality service can be easily known in the modern era. This can directly enhance
2
their knowledge level along with skills. Therefore, in this way the present study being carried
out is beneficial at both academic and corporate level.
1.5 Problem statement
The main problem associated with the study is to determine the effective ways through
which Shnagri La hotel can enhance its customer satisfaction by delivering quality service to its
target market. Further, with the rise in level of competition it has become necessary for every
business to focus the development of strategies with the help of which customers can be satisfied
easily. Moreover, it is required to identify the effective ways with the help of which quality of
service can be enhanced easily and it is fruitful for the business in every possible manner.
Therefore, this is one of the main problem associated with the present study which needs to be
considered so that entire research can be carried out in appropriate manner and this can assist in
accomplishment of desired aims along with objectives.
1.6 Analysis and framework
The present study being carried out is descriptive is nature where main stress is on
providing description of the topic being selected for the research. Further, through this design it
is possible to study thoroughly and supports in enhancing its reliability along with validity.
Further, data has been collected from both sources named primary and secondary. Primary
information has been obtained with the help of well designed questionnaire through which it is
possible to know where customers of Shangri La hotel are satisfied with the type of services
being delivered to them. In short primary information in the present research is significant and
can assist in accomplishment of aim along with objectives. On the other hand secondary
information has also been acquired with the help of books, journals and online articles which has
provided base to the entire research. By considering both the sources it is possible to answer all
the research questions. Further, inductive approach has been employed where results move from
specific to general. The entire research has been carried out from point view of Shangri La hotel
and on the basis of outcomes recommendations can be provided to entire hospitality industry so
that service quality can be enhanced with the motive to enhance customer satisfaction. On the
other hand, interpretivism philosophy has been undertaken through which it is possible to
interpret findings of the study. This philosophy is beneficial for researcher as through this
outcomes of the research can be easily shared with others.
3
out is beneficial at both academic and corporate level.
1.5 Problem statement
The main problem associated with the study is to determine the effective ways through
which Shnagri La hotel can enhance its customer satisfaction by delivering quality service to its
target market. Further, with the rise in level of competition it has become necessary for every
business to focus the development of strategies with the help of which customers can be satisfied
easily. Moreover, it is required to identify the effective ways with the help of which quality of
service can be enhanced easily and it is fruitful for the business in every possible manner.
Therefore, this is one of the main problem associated with the present study which needs to be
considered so that entire research can be carried out in appropriate manner and this can assist in
accomplishment of desired aims along with objectives.
1.6 Analysis and framework
The present study being carried out is descriptive is nature where main stress is on
providing description of the topic being selected for the research. Further, through this design it
is possible to study thoroughly and supports in enhancing its reliability along with validity.
Further, data has been collected from both sources named primary and secondary. Primary
information has been obtained with the help of well designed questionnaire through which it is
possible to know where customers of Shangri La hotel are satisfied with the type of services
being delivered to them. In short primary information in the present research is significant and
can assist in accomplishment of aim along with objectives. On the other hand secondary
information has also been acquired with the help of books, journals and online articles which has
provided base to the entire research. By considering both the sources it is possible to answer all
the research questions. Further, inductive approach has been employed where results move from
specific to general. The entire research has been carried out from point view of Shangri La hotel
and on the basis of outcomes recommendations can be provided to entire hospitality industry so
that service quality can be enhanced with the motive to enhance customer satisfaction. On the
other hand, interpretivism philosophy has been undertaken through which it is possible to
interpret findings of the study. This philosophy is beneficial for researcher as through this
outcomes of the research can be easily shared with others.
3
Further, data has been analyzed through qualitative technique where different themes
have been formed for analyzing the overall information collected with the help of primary
sources. Main motive behind not undertaking quantitative technique is that data is present in non
numeric form and it is not possible to apply quantitative method. Apart from this research
limitations along with ethical issues have been undertaken in the study through which reliability
along with validity of the study can be easily considered. In short, this can easily assist in
accomplishment of the objectives of the research.
1.7 Structure of the dissertation
At the time of conducting study it is necessary to follow appropriate format so that
research can be carried out in appropriate manner. Below shown is the structure which has been
followed in the present research:
Chapter 1: Introduction: It is the first chapter of the dissertation which provides information
regarding the topic being selected for the research. Further, it takes into consideration various
important areas linked with the research such as rationale, background, aims and objectives etc.
Considering the present study information has been provided in relation with perspective of
service quality and impact on customer satisfaction.
Chapter 2: Literature Review: It is the second chapter of the study where views of different
authors and experts are considered for conducting research. In the present study views of authors
have been undertaken linked with impact of service quality on customer satisfaction.
Chapter 3 Research methodology: It is the most important chapter of the study which highlights
tools and techniques employed for conducting research. It covers key area such as data
collection, analysis, approach, philosophy etc.
Chapter 4 Data analysis: In this chapter data obtained with the help of primary source is
analyzed through qualitative or quantitative method. Considering the present research qualitative
technique has been used for analyzing information.
Chapter 5 Conclusion and Recommendation: It is the last chapter of dissertation which
provides information regarding outcomes of the study and on the basis of same recommendations
are provided to firm for its future growth.
4
have been formed for analyzing the overall information collected with the help of primary
sources. Main motive behind not undertaking quantitative technique is that data is present in non
numeric form and it is not possible to apply quantitative method. Apart from this research
limitations along with ethical issues have been undertaken in the study through which reliability
along with validity of the study can be easily considered. In short, this can easily assist in
accomplishment of the objectives of the research.
1.7 Structure of the dissertation
At the time of conducting study it is necessary to follow appropriate format so that
research can be carried out in appropriate manner. Below shown is the structure which has been
followed in the present research:
Chapter 1: Introduction: It is the first chapter of the dissertation which provides information
regarding the topic being selected for the research. Further, it takes into consideration various
important areas linked with the research such as rationale, background, aims and objectives etc.
Considering the present study information has been provided in relation with perspective of
service quality and impact on customer satisfaction.
Chapter 2: Literature Review: It is the second chapter of the study where views of different
authors and experts are considered for conducting research. In the present study views of authors
have been undertaken linked with impact of service quality on customer satisfaction.
Chapter 3 Research methodology: It is the most important chapter of the study which highlights
tools and techniques employed for conducting research. It covers key area such as data
collection, analysis, approach, philosophy etc.
Chapter 4 Data analysis: In this chapter data obtained with the help of primary source is
analyzed through qualitative or quantitative method. Considering the present research qualitative
technique has been used for analyzing information.
Chapter 5 Conclusion and Recommendation: It is the last chapter of dissertation which
provides information regarding outcomes of the study and on the basis of same recommendations
are provided to firm for its future growth.
4
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