Service Quality and Customer Satisfaction in Hotels in Sydney, Australia

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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