Service Quality and Customer Satisfaction in Hotels in Sydney, Australia

This research proposal aims to study service quality on customer satisfaction across Hotels in Sydney, Australia. The study will use SERVQUAL and SERVPERF models to understand factors affecting customer satisfaction and analyse the relationship between service quality and customer satisfaction among hotels in Sydney, Australia. The research design is primarily descriptive and mixed-methods approach has been adopted. Data collection methods include primary data collection through Qualtrics survey and secondary data collection from journals, online sources and company magazines. Ethical considerations have been taken into account while conducting the research procedure.

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Research Proposal
Assignment 4
Student Name: Student ID:
Subject Name: Student ID:
Date Due: Professor Name:

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Problem Statement and Research Objectives............................................................................3
3.0 Research Design........................................................................................................................4
4.0 Data Collection Methods...........................................................................................................5
5.0 Qualtrics Survey........................................................................................................................6
6.0 Sample Selection.......................................................................................................................6
7.0 Data Analysis Techniques.........................................................................................................6
8.0 Ethical Considerations...............................................................................................................7
9.0 Reference Lists..........................................................................................................................7
10.0 Appendix...............................................................................................................................8
10.1 Appendix 1: Questionnaire..................................................................................................9

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1.0 Introduction
Customer Satisfaction is an important predetermining of every service industry (Lewis, 2015). In
hotel sector customer satisfaction plays an integral role in attracting customers and genera ting
revenues for the hotel. The scope of the current study highlights research design to study service
quality on customer satisfaction across Hotels in Sydney, Australia. A problem statement for the
research has been defined and subsequently research methods have been provided. Data
collection and analysis techniques through Qualitrics survey have been highlighted that provides
data from customers. An ethical statement for the study has been defined that need to be
undertaken while conducting the research procedure.
2.0 Problem Statement and Research Objectives
In tourism and hotel industry, companies are continuously struggling to achieve competitiveness.
In order to sustain customer competitiveness excellence model Malcom Balridge Model is
adopted often. The scope of service quality across hotels in Sydney in Australia has been facing
stringent competition. The scope of this study hence will aim at service quality measurement by
means of SERVQUAL model, SERVPERF model of customer satisfaction (Kumar, Tat Kee &
Taap Manshor, 2009). Through a questionnaire designed by Qualtrics, the study will aim to
collect data from customers at Sydney hotels in order to understand parameters that affect
customer satisfaction (Barroso, Carrión & Roldán, 2010). According to problem statement
definition, the following research objectives will be analysed in the study.
 Research Objective 1: To understand factors affecting customer satisfaction Research Objective 2: To analyse the relationship between service quality and customer
satisfaction among hotels in Sydney, Australia
With understanding related to the above research problem, hypothesis for the study was selected
as:
Null hypothesis (H0): Higher service quality at hotels in Sydney is not related to customer
satisfaction
Alternate Hypothesis (H1): Service levels at hotels in Sydney are directly correlated to
customer satisfaction levels.

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3.0 Research Design
A research design incorporates methods along with processes which a study makes use of while
collecting and analysis of a research problem. A research design for the study can be correlation,
descriptive, experimental, semi-experimental, review in nature (Maxwell, 2012). The current
study design will primarily aim at adopting a descriptive research design. Though there are
various types of research design available, descriptive design methods is used for analysing of
surveys. The study has further made use of qualitative and quantitative methods. Qualitative data
is referred to as subjective data, whereas quantitative data is referred to that data which is
measurable in nature. In order to analyse such data mixed design methodology has been adopted.
In any research a philosophy is first ascertained, which helps understand the overall format for
the study. Philosophy for research can be ontology, epistemology, axiology and rhetoric in
nature. This study has adopted rhetoric research philosophy is adopted when in-depth inspection
regarding problem of the study is adopted (Mitchell & Jolley, 2012). Then deductive or inductive
approach is selected, which provides approach related to qualitative and quantitative research
approach. In case of inductive approach, observations are made initially post which results are
taken for analysis. Then an appropriate research design is selected, which is regarded as the most
critical component for the study. It allows assessing determining functionality and efficiency of
the operational research process.
Participants: Approximately 200 participants across 10 hotels in Australia were selected. The
participants were selected from varied national background other than Australia. Moreover, the
scholar through the help of receptionists aimed at collecting data from different type of
customers, which included family, singles, people travelling due to work and so on. Participant’s
diversity was further maintained by collecting data from both male and female customers.
Material: In order to conduct this study, a printer, several A4 size papers, pencils, hard
cardboards was used. Each participant was handed over A4 size page questionnaire attached to
hard cardboard such that they can easily collect data. They were also provided pencils such that
they can easily fill out the questionnaire.
Methodology: The participant’s post sometime of their check-in was handed over the
questionnaire and its aim was highlighted to them. The primary aim that was highlighted to

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customers included ways in which the hotel could enhance their service. Then they were asked to
return the questionnaire after some period of time.
4.0 Data Collection Methods
The study will aim at collection data from sources mostly primary in nature (Gill et al., 2008).
Primary data is referred to as first hand data source is collected from guest arriving at 2 and 3
star rated hotels. Data was collected from across 10 hotels guests arriving at Hotels in Sydney.
Guests arriving at the hotel were furnished with the questionnaire, which they were asked to fill
out. Upon completion of the questionnaire, guests were asked to hand over the completed
questionnaire to the hotel, which again handed across the questionnaire to the scholar. Only
hotels have been selected and lodge or home stays or service apartments have been excluded for
the sake of continence. A total of 50 questionnaires was provided to each of the below mentioned
hotels and then data was collected from the 20 guests respondents. The rest guests had either
discarded the questionnaire or never returned or filled it out with some or the missing
information. Therefore scholar selected to do away with such samples. For the purpose of this
study hotels that were selected across Sydney comprised off the following;
1. Hotel Chalis
2. ibis Sydney World Square
3. Marco Polo Motor Inn Sydney
4. High Cross Park Lodge
5. The Ranch Hotel North Ryde
6. Vulcan Hotel
7. Arts Hotel
8. Capitol Dquare hotel
9. Mariners Court Hotel
10. Travelodge Hotel Sydney
Though the study has resorted to secondary data collection and analysis techniques as well.
Secondary data has been collected from journals, online sources and company magazine to arrive
at outcomes related to the study. The scholar had further aimed at collecting secondary sources
of data from customer review related to these hotels from trivago.com, makemytrip.com and

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bookings.com. Guest reviews present at these websites helped the scholar to develop some
understanding related to customer satisfaction rates and nature.
5.0 Qualtrics Survey
Qualtrics Survey has been designed using qualitative and quantitative questionnaires. The survey
questionnaire had been presented to hotels, where receptionists was requested to ask their guests
gill it up and return it to them. Appendix 1 attached below contains the questionnaire that was
ascertained for the study. The survey was designed with a mixture of qualitative and quantitative
questions. The questions have been selected as per formal questionnaire procedure for which
response is needed. Questions had been selected as per relevant inputs for service feedback that
was needed. The questions will allow assessing and understanding the level service perception
that is prevalent amongst consumers in Sydney, Australia.
6.0 Sample Selection
The scholar has taken 20 filled out questionnaire from amongst 50 forms provided to each of the
hotels. The scholar has used preference of selecting sample, as per customers, who gave some or
the other negative comments regarding their stay (Matthews & Ross, 2010). Therefore a total of
200 samples were considered for the purpose of data collection for the study. The choice of
hotels was ascertained by scholar through sample selection methods by browsing through
makemytrip.com, bookings.com and trivago.com. Those hotels were selected for the purpose of
study, which had good location, had a minimum of 5 guest reviews, and was either a two star or
three star categories. In order to get more diversified results, the scholar aimed at analysing those
data that had contained reviews from varied national background.
7.0 Data Analysis Techniques
In order to arrive at suitable findings and conclusions regarding the study, post data collection,
data analysis has to be undertaken. The survey has aimed at collecting wide and varied type of
data collection through designing a questionnaire through Qualtrics. As the study has collected
qualitative and quantitative data, such data will be analysed using appropriate procedures.
Qualitative inputs obtained will be analysed descriptively, whereas quantitative inputs obtained
will be analysed using SPSS methods.

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8.0 Ethical Considerations
The study will aim at attaining research objectives in an effective manner. The study will further
aim at accommodating all possible ethical considerations (Neuman, 2013). The following are
some of the ethical considerations that will be accommodated for the purpose of the study.
 Each participant of the study was given a descriptive detailing regarding the study and no
part was hidden from participants.
 A confidentiality agreement was signed with participants, which provided that no part of
the study will publish or use personal details. All personal details will remain with the
scholar. The scholar will only make use of the data that has been collected to analyse the
same and arrive outcomes for the study.
 The scholar shall not obtain necessary inputs from participants by mea ns of any type of
influence, force or coercion. Participants, who want to take part in the research
procedure, will only do so.
 The scholar will not assume any type of biases for the study.

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9.0 Reference Lists
Barroso, C., Carrión, G.C. and Roldán, J.L., 2010. Applying maximum likelihood and PLS on
different sample sizes: studies on SERVQUAL model and employee behavior model.
In Handbook of partial least squares (pp. 427-447). Springer, Berlin, Heidelberg.
Gill, P., Stewart, K., Treasure, E. and Chadwick, B., 2008. Methods of data collection in
qualitative research: interviews and focus groups. British dental journal, 204(6), p.291.
Kumar, M., Tat Kee, F. and Taap Manshor, A., 2009. Determining the relative importance of
critical factors in delivering service quality of banks: an application of dominance analysis in
SERVQUAL model. Managing Service Quality: An International Journal, 19(2), pp.211-228.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Matthews, B. and Ross, L., 2010. Research methods. Longman/Pearson Education.
Maxwell, J.A., 2012. Qualitative research design: An interactive approach (Vol. 41). Sage
publications.
Mitchell, M.L. and Jolley, J.M., 2012. Research design explained. Cengage Learning.
Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.

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10.0 Appendix
10.1 Appendix 1: Questionnaire

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