Effects of Service Quality on Customer Satisfaction Report

Running head: EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Effect of service quality on customer satisfaction in Melbourne Marriott Hotel
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Author’s note:

1EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Executive Summary
The research report describes about the data driven case study on the effect of service quality on
customer satisfaction. The target population is of Melbourne city and the hotel is Melbourne
Marriott Hotel about which the analysis was executed. The case study enlightened and identified
the research procedure. The research study driven by deductivism theory and positivist approach
declares the research objectives. The analysed data is interpreted and conclusion has drawn in the
report. Necessary graphs and tables executed by SPSS-20 are provided in the report of
supporting the analysis.

2EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Table of Contents
Introduction:....................................................................................................................................3
Purpose:-..........................................................................................................................................3
Method:-..........................................................................................................................................4
Necessary Findings:-.......................................................................................................................4
Reasons behind the research:-.........................................................................................................5
Research Questions:-.......................................................................................................................5
Case Study Parameters and Factors:-..............................................................................................5
Relevance of customer satisfaction and service quality: -...............................................................6
Case Study Hypothesis:-..................................................................................................................7
Case Study Approach: -...................................................................................................................7
Case Study Paradigm:-....................................................................................................................9
Sampling Technique: -.....................................................................................................................9
Data Filtration:-.............................................................................................................................10
Data Collection: -...........................................................................................................................10
Data Analysis:-..............................................................................................................................11
Conclusion:-...................................................................................................................................37
References:-...................................................................................................................................38

3EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Introduction:
Customers are crucial stakeholders in organizations and their satisfaction is a priority to
management. Customer satisfaction level is a vital factor for the enhancement of hotel
management. Quality of service plays a key role to determine the customer loyalty and level of
customer satisfaction (Dunning and McQueen 1981). In this research report, we are interested in
Melbourne Marriott Hotel and its customer satisfaction level. The research report shows the
eagerness to find the association between quality of service and level of customer satisfaction
driven by analysed data collected from the target population of Melbourne Marriott Hotel.
Marriott sets the milestone for hospitality in the worldwide platform. The service quality
is of top level and the management authorities as well as employees are found to be friendly,
helpful and knowledgeable (Sureshchandar, Rajendran and Anantharaman 2002). The betterment
of care is empowered in this hotel.
The research hypothesis interprets the association and link of the factors. The customer
loyalty is the reason behind efficient and friendly environment along with service quality
dimension.
Purpose:-
The major aim and objective purpose of this study is to test the association between
customer satisfaction and service quality in service sectors with respect to the service quality
dimensions.

4EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Method:-
Convenient sampling technique was used to gather quantitative data from customers of
Melbourne Marriott Hotel. The research model executes the service quality. Chi-square test,
descriptive statistics, correlation coefficient are incorporated to test the hypotheses. Hotel
management conducted a research to take responses against the questionnaire about how
customers make their purchasing decision whether they are pleased with what the organization
provides to them in terms of service quality.
Necessary Findings:-
The necessary findings that are to be comprehended are “responsiveness”, “empathy”,
“reliability”, “assurance” and “tangibility” of the Melbourne Marriott Hotel. The findings imply
that service quality is the main factor for customer satisfaction that relies upon responsiveness,
tangibility, assurance, empathy and reliability (Cronin, Brady and Hult 2000). To enhance the
customer satisfaction level, hotel authority should improve the factors behind satisfaction.
Responsiveness: - It interprets the eagerness to support customers and provide prompt service.
Reliability: - Reliability is the ability to perform the promised service dependably and properly
in customer satisfaction.
Tangibility: - In case of customer satisfaction, tangibility indicates physical facilities, equipment
and appearance of personnel.
Assurance: - Marriott hotel management have knowledge and courtesy of employees. The
authority has ability to inspire trust and confidence.
Empathy: - The caring of individualized attention of the hotel generates its customers.

5EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Reasons behind the research:-
An organization that satisfies its customers consistently enjoys higher retention levels and
greater profitability due to increased customer loyalty. To have a relationship with the customers,
companies must create association with the customers. As customer-satisfaction is the main issue
of every kind of business sectors, the researchers always conducting research about customers
that relates the satisfaction level (Sivadas and Baker-Prewitt 2000). Satisfaction varies and
changes among individuals. Hence, we need a continuous research in this area. Besides,
providing quality services is one of the major targets when it comes to hotel management with
respect to customer satisfaction in the business environment. Dynamic relationship among
service quality, customer value, customer satisfaction and their influence on future behaviours
after the key drives of customer value and customer satisfaction detected.
Research Questions:-
Is there significant relationship between customer satisfaction and service quality?
Is there significant association between customer satisfaction and dimensions of service
quality?
Case Study Parameters and Factors:-
Quality of service are dependent upon following parameters such as speed of service,
pricing, complaints and ratings, trust in the hotel service, closeness of relationship, types of
service needed and positioning the in clients’ minds. This is more fundamental and beneficial
than specificity of transaction of customer satisfaction in predicting customer subsequent

6EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
behaviour and past, present and future performance of the hotel. The cumulative customer
satisfaction encourages the monetary investment of Marriott Hotel for customer satisfaction.
Relevance of customer satisfaction and service quality: -
Service quality is a determinant of customer satisfaction because service providers in
hotels. Satisfaction and service quality has certain things in common. Satisfaction commonly is a
wider concept, whereas service aims specifically on the dimension of service. Though factors
such as price and product quality could hamper satisfaction of customer, perceived service
quality is a component of customer satisfaction.
As the result of perceptions influenced by relative attitude, the relationship among
customer satisfaction, customer loyalty and service dimension is established. Development of

7EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
structural question models blended the study of customer satisfaction and service quality with
customer value and added more weight to the linkage between these two factors (Iacobucci,
Ostrom and Grayson, 1995). Customer satisfaction in this study considers service quality as an
integral part of conceptual framework.
The report establishes a model in several dimensions that generates an assumption.
Case Study Hypothesis:-
H1: Customer satisfaction has significant association with service quality dimensions
H2: Customer satisfaction has a significant association with service quality.
Case Study Approach: -
The case study on Melbourne Marriott hotel infers the objectivist stance. Customers of
the hotel must be satisfied if the management authority enhances sales for profits, utility for
satisfaction and variation for individuals. To advertise and sell out facilities to customers, hotel
management authority needs to serve the customers at priority level (Markovic, and Raspor,