1RESEARCH FOR BUSINESSS AND TOURISM Table of Contents 1. Problem statement:......................................................................................................................3 2. Research design:..........................................................................................................................4 3. Data collection method:...............................................................................................................5 4. Qualtrics survey:..........................................................................................................................6 5. Sample selection:.........................................................................................................................7 6. Data analysis technique:..............................................................................................................7 7. Ethical consideration:..................................................................................................................8 9. Overview of the research plan:....................................................................................................9 8. Conclusion:................................................................................................................................10 Reference List:...............................................................................................................................11 Appendix:Qualtrics Questionnaire...............................................................................................13
2RESEARCH FOR BUSINESSS AND TOURISM Topic: Customer service quality and customer satisfaction in hospitality industry 1. Problem statement: The trend of World market has radically changed from agricultural industry to hospitality with the gradual progress of globalization and internalization. Hospitality industry previously focused on maintaining superior quality of products so that the business experts can drag the attention of international customers(Jaakkola and Alexander 2014). With the enhancement of competitors the business experts have focused on service quality as well. The overarching concept customer satisfaction implies on customers perceive regarding the delivery of products. Hospitality sector especially hotel operators have observed that customers in tourism sector are from different cultural backgrounds as well as attitudes. As a result, people have to face immense challenges while receiving services from the service providers. A problem is identified within several hotels of Australia that service providers are not competent enough in dealing with the people of different cultural backgrounds and attitudes(Ding et al. 2014). In this kind of situation, service providers have to face innumerable challenges in providing proper services to the customers. Automatically, the entire business process fails to maintain its organizational glory and reputation. Hotels likeADGE apartment,Marriot hotels and Club Hotelare well recognized for excellent customer services and behavioural approach of the service provider. On the other hand, it has also been observed that hotels likeQuest North Ryde, Atlantis, Mantra on Fromehave to face difficulties in satisfying customers demand due to low customer services. In addition, these specific hotels are receiving threats from its competitors. However, large numbers of researchers
3RESEARCH FOR BUSINESSS AND TOURISM have raised their voice by highlighting the issue that customer service attracts the attention of customers more effectively(Marczyk and Festinger 2017). The staffs associated with the organization needs to be professional along with proper behavioural approach. Automatically, customers tend to show their interest in using services. 2. Research design: Research designis the method that enables to understand on how the entire research process is organized.Pure researchaims to explore a particular research issue with appropriate data and information. The researcher has not specified the research area in the beginning. On the other hand,applied researchindicates a proper research area along with specific issue. In this very specific study, the research has chosen a specific research issue based on particular business sector and nation(Kratochwill 2015). The importance of quality of customer service and customer satisfaction is critically evaluated based on hospitality industry of Australia. Therefore, the data that would be collected for conducting the study would be based on Australian hospitality sector. Therefore, the researcher has chosen an applied research. Research design is constituted with three major componentsincluding exploratory research design, explanatory research design and descriptiveresearch design. Exploratory research design aims to explore new research issue based on an industry by applying innovative theories(Ioannidis et al. 2014). Explanatory research design interprets data at the time of collecting information. As a result, the researcher gets the scope to evaluate various pros and cons of research issue critically. Descriptive research design aims to analyze data based on the gathered data only. In this method the researcher does not get the scope to evaluate information critically(Taylor, Bogdan and DeVault 2015). In this very specific study the researcher would
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4RESEARCH FOR BUSINESSS AND TOURISM like to usedescriptive researchdesign for maintaining accuracy and reliability on participants’ response. While gathering necessary data and information the researcher has to usetwo methods primarily.Quantitative researchmethod enables the researcher to collect information and data based on the immediate feedback of the participants. Based on close ended questionnaires the respondents are involved within the research process(Richey and Klein 2014). However, in qualitative research methodthe researcher has to depend on the point of view of respondents. The questions set by the researcher are descriptive. As the researcher has to depend on the opinion of participants, the research result may come as biased. Therefore, the researcher would like to choosequantitative research methodfor conducting an effective survey and get immediate feedback of the respondents. 3. Data collection method: Data collection methodis the systematic way of gathering necessary information based on reliable as well as valid resources(Harvey 2015). Quantitative research is based on survey, structured interview, longitudinal studies, observation and case study. In this very specific study the researcher would like to use survey method. By involving 100 customers using services of hotel industries of Australia, the researcher would like to make 10 questionnaires. The question pattern that would be selected includes close ended. In a close ended question, the participants would not get the scope to justify their response. However, as the customers do not only belong to regional backgrounds the researcher would like to circulate the question through mails. As a result, customers would not have to face challenges in providing necessary feedback to the
5RESEARCH FOR BUSINESSS AND TOURISM researchers. It would be easier for the data analyst for collecting response of the participants as well. 4. Qualtrics survey: Qualtrics survey helps the researcher to distribute the questionnaire based on online process. Survey questionnaires are organized based on specific patterns(Hussein 2015). The patters include open ended close ended, multiple choice, poll questions, ranking questions and so on. In this very specific study the researcher would like to highlight close ended questions. The primary advantages of selecting close ended questions for this research paper are as follows: Easy to answer and less time consuming The researcher can give response choice and can clarify the question text for the respondent Close ended questions improves consistency of responses It is very much easy to compare with other respondents or questionnaires It is easier, quick, and less costly to evaluate Close ended questions are not devoid of some of its major disadvantages. As the students do not get enough scope to justify their response the researcher is not very much convinced in some of the major responses provided by the participants. Numerous options may confuse the responses(Davies and Hughes 2014). However, after having several drawbacks on close ended questions the researcher cannot deny on some of the major positive outcomes of close ended questions.
6RESEARCH FOR BUSINESSS AND TOURISM 5. Sample selection: Sampling is one of the most systematic methods of acquiring information from specific number of respondents amidst the large number of population. Sampling technique is constituted with two major types including non-probability sampling technique and probability sampling technique(Mertens 2014). In this very specific study, the researcher would like to follownon- probability sampling methodfor involving those respondents who are directly associated with the research issue. In this very specific research, the researcher wants to involve the customers who have used the service of Australian hotels. As a result, the researcher would get genuine data regarding the customer service systems of these hotels. In addition, it is undeniable that non- probability sampling technique is very much specific. Like probability sampling method it does not select the respondents randomly. As a result, customers using services of Australian hotels are giving feedback on how they are receiving services from the employees(Hammersley 2017). Researcher gets the scope for highlighting the issues that are existed within the service process of hotels. As a result, both the customers and the service provider are getting equal benefits and facilities. Service providers get the opportunity in rendering an improvement within customer services. On the other hand, service users can get better services from the organization. 6. Data analysis technique: Data analysis technique is constituted with two major ways including bivariate and univariate. Bivariate data analysis technique is based on two major variables whereas univariate technique is based on one variable. In this very specific study the research issue includes customer service quality and customer satisfaction in hospitality industry.Here, customer service is independent variable and impact on customer satisfaction is dependent variable(Smith 2015).Based on the customer service system of hospitality industry of Australia the customers’
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7RESEARCH FOR BUSINESSS AND TOURISM satisfaction rate is highly dependent. In addition, In order to find out the two variables the researcher would like to choose regression analysiswhich impliesnature and degree of relationship between the independent and the dependent variable. As a result, in order to prove the null hypothesis negative the researcher would have to make hypothesis test(McCusker and Gunaydin 2015). Based on effective data analysis the researcher would find out ultimate result whether customer service is important for maintaining customer satisfaction rate or not. It is expected that the entire result of the research paper would be positive. 7. Ethical consideration: In order to conduct the entire process of business the researcher has to follow a proper ethics, culture and value. Maintainingdata protection actwhile gathering data and information is the part of ethical consideration. In this specific study, the researcher has to focus on maintainingconfidentialityofdataandinformationcollectedfromtherespondents.The respondents should not be forced in providing information(Bryman 2017). The spontaneous participation of the researcher should be appreciated. In addition, the researcher would have to focus on conducting the entire research based on reliable and valid data resources. In addition, while selecting the participants the researcher would have to focus on selectingthosepeoplewhoareinvolvedwiththeresearchissue.Randomselectionof participants would not be very much beneficial for the researcher. Moreover, both male and female participants should be provided equal respect and dignity(McNabb 2015). The researcher should not show their biased attitude towards gender while collection data and information regarding the research issue. Apart from data protection act the researcher would like to follow anti discrimination act, gender equality act and so on. Before collecting data the researcher
8RESEARCH FOR BUSINESSS AND TOURISM would like to prove a consent form based on which the participants would be informed officially about the research issue. 9. Overview of the research plan: A proper research plan provides detailed overview about the time schedule of entire research process based on which the study would be conducted. Main activities/ stages1st-2nd Week 3rd- 4th Week 5th- 6th Week 7th-8th Week 9th- 10th Week 11th- 12th Week Topic Selection Datacollectionfrom secondary sources Framing layout of the research Literature review Formationoftheresearch Plan SelectionoftheAppropriate Research Techniques Primary data collection Analysis&Interpretationof Data Collection Conclusion of the Study Formation of Rough Draft Submission of Final Work
9RESEARCH FOR BUSINESSS AND TOURISM Table 1: Overview of the research plan (Source: As created by the author) 8. Conclusion: The entire research proposal has provided detailed overview on how customer service leaves major impact on customer satisfaction especially in the hospitality industry. Hospitality sector especially hotel operators have observed that customers in tourism sector are from different cultural backgrounds as well as attitudes. As a result, people have to face immense challenges while receiving services from the service providers.However, large numbers of researchers have raised their voice by highlighting the issue that customer service attracts the attention of customers more effectively.In this very specific study, the research has chosen a specific research issue based on particular business sector and nation. The importance of quality of customer service and customer satisfaction is critically evaluated based on hospitality industry of Australia. Therefore, the researcher would like to choosequantitative research methodfor conducting an effective survey and get immediate feedback of the respondents. By involving 100 customers using services of hotel industries of Australia, the researcher would like to make 10 questionnaires. The question pattern that would be selected includes close ended. In order to conduct the entire process of business the researcher has to follow a proper ethics, culture and value. Moreover, both male and female participants should be provided equal respect and dignity. The researcher should not show their biased attitude towards gender while collection data and information regarding the research issue. However it is expected that the entire research outcome would be positive if the researcher can follow research method systematically.
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10RESEARCH FOR BUSINESSS AND TOURISM Reference List: Bryman, A., 2017. Quantitative and qualitative research: further reflections on their integration. InMixing methods: Qualitative and quantitative research(pp. 57-78). Routledge. Davies, M.B. and Hughes, N., 2014.Doing a successful research project: Using qualitative or quantitative methods. Palgrave Macmillan. Ding, S., Yang, S., Zhang, Y., Liang, C. and Xia, C., 2014. Combining QoS prediction and customersatisfactionestimationtosolvecloudservicetrustworthinessevaluation problems.Knowledge-Based Systems,56, pp.216-225. Hammersley, M., 2017. Deconstructing the qualitative-quantitative divide 1. InMixing methods: Qualitative and quantitative research(pp. 39-55). Routledge. Harvey,L.,2015.Beyondmember-checking:Adialogicapproachtotheresearch interview.International Journal of Research & Method in Education,38(1), pp.23-38. Hussein, A., 2015. The use of Triangulation in Social Sciences Research: Can qualitative and quantitative methods be combined?.Journal of comparative social work,4(1). Ioannidis, J.P., Greenland, S., Hlatky, M.A., Khoury, M.J., Macleod, M.R., Moher, D., Schulz, K.F. and Tibshirani, R., 2014. Increasing value and reducing waste in research design, conduct, and analysis.The Lancet,383(9912), pp.166-175. Jaakkola, E. and Alexander, M., 2014. The role of customer engagement behavior in value co- creation: a service system perspective.Journal of Service Research,17(3), pp.247-261. Kratochwill, T.R., 2015. Single-case research design and analysis: An overview. InSingle-Case Research Design and Analysis (Psychology Revivals)(pp. 13-26). Routledge.
11RESEARCH FOR BUSINESSS AND TOURISM Marczyk,G.,DeMatteo,D.andFestinger,D.,2017.Essentialsofresearchdesignand methodology. John Wiley. McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed methods and choice based on the research.Perfusion,30(7), pp.537-542. McNabb, D.E., 2015.Research methodsfor political science:Quantitativeand qualitative methods. Routledge. Mertens,D.M.,2014.Researchandevaluationineducationandpsychology:Integrating diversity with quantitative, qualitative, and mixed methods. Sage publications. Richey, R.C. and Klein, J.D., 2014. Design and development research. InHandbook of research on educational communications and technology(pp. 141-150). Springer, New York, NY. Smith, J.A. ed., 2015.Qualitative psychology: A practical guide to research methods. Sage. Taylor, S.J., Bogdan, R. and DeVault, M., 2015.Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
12RESEARCH FOR BUSINESSS AND TOURISM Appendix:Qualtrics Questionnaire 1. What is your age group? 2. Why do you like to visit in Australia? 3. How far do you believe that customer service leaves major impact in satisfying customers demand in hospitality industry? 4. How far do you agree that professionalism of services providers does matter in customer services hospitality industry? 5. How far do you agree that organizational profitability in hospitality industry is dependent on customer satisfaction? 6. How far do you believe that customers’ service providers should have multi lingual flexibility in hospitality industry? 7. How far do you agree that customer service providers should not focus on gender inequality in hospitality industry? 8. How far do you believe that service providers should be flexible with the customers of different cultural backgrounds and geographical boundaries in hospitality industry? 9. How far do you agree that you as a customer need to maintain professional gestures as well for getting attention from the employees of hospitality sector? 10. How far do you agree that customer assistance provided by hospitality sector is necessary for customer satisfaction?
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