Research Project

TO ANALYSE THE IMPACT OF
SERVICE QUALITY ON
CONSUMER SATISFACTION
Task 4

Research Aims & Objectives
The main aim of research is to identify the
impact of service quality on consumer
satisfaction: A study on Hilton Hotels.
Considering this topic, some objectives have
been proposed and description of the same
has done down under:
• To understand concept of service quality in
hospitality industry;
• To examine factors which impact consumer
satisfaction in hospitality industry;
• To analyse influence of service quality on
consumer satisfaction in Hilton Hotel;
• To recommend measures for enhancing

Research Questions
From the above framed research objectives,
some research questions have been
developed which will help researcher in
conducting the research in effective manner.
Some of the research questions have been
framed down under:
• What is the importance of service quality in
hospitality industry?
• What are the different factors which
influence consumer satisfaction in Hilton
hotel?
• What usually are the major components of
service quality on consumer satisfaction in

Research Methodology
• Research design –
Descriptive research design
• Research philosophy –
Interpretivism
• Data collection – Primary
data will be collected through
interview method
• Data analysis – Thematic
approach

Concept of Service
quality in hospitality
sector
• According to Mahamad and Ramayah
(2010), service quality can be described
as a high standard maintained in
service. Any business enterprise who
deliver high quality service will definitely
have a strong customer base.
• The consumers will be happy and
satisfied by the services of any venture
when firm fulfills expectations of
customers. This thing will increase sales
and growth of enterprise and overall
productivity of organisation.

Factors Influencing Consumer
Satisfaction in Hospitality
Sector• Anderson and Swaminathan (2011) said
that consumer satisfaction and service
quality both complement each other. The
decrease or increase in efficiency of any
one aspect will have a direct impact on
other aspect as well.
• So to improve consumer satisfaction,
quality of service should be maintained at
high level. In the same way if consumers
are not satisfied then it means firm is
lacking in delivering quality service.
• Besides maintaining service, some other

Influence of service
quality on customer
satisfaction
• It was asked from the managers about
the impact of service quality on the
satisfaction of the customers. On getting
the responses it was derived that service
quality highly influence the behavior of
the people.
• They will come at the door of the Hilton
only when the service level is of high
standard. Managers were of the opinion
that they have to focus constantly on
improving the services within the hotel.
• Komunda and Osarenkhoe (2012) stated