Impact of Service Quality Delivery on Customer Satisfaction in UK Hospitality Industry: A Study in Ritz Hotel

This dissertation evaluates the impact of service quality delivery on customer satisfaction in the UK hospitality industry, with a case study of Ritz Hotel. It discusses the concept of customer satisfaction, tactics to improve service delivery, and provides recommendations for addressing challenges related to customer satisfaction and service quality.

TOURISM AND
HOSPITALITY
MANAGEMENT TOPUP
1

ABSTRACT
Service quality delivery could be ensured by the service provider in many ways such as
maintaining positive attitude towards the customers, identifying problems and issues they are
facing along with responding quickly to the same and customized provision of services for
giving personalized experience to customers. All these factors are if fulfilled at the time of
delivery of services led to greater customer satisfaction which is the main motive of every
service based organisation. In this dissertation, researcher has evaluated the impact of service
quality delivery over the level of customer satisfaction by carrying out qualitative research. Both
primary and secondary sources of information are evaluated wherein the former involves
questionnaire filling with 30 employees of Ritz hotel who are selected through adopting random
sampling method. For analysing the qualitative data concerning this research, thematic analysis
technique has been adopted where data presentation is done in thematic manner which was then
supported with the arguments and viewpoints mentioned within the literature review section.
2

ACKNOWLEDGEMENT
At first hand, I wish to thank my Professor for extending such an opportunity of
developing a thesis which helped me in enhancing my existing level of skills and knowledge.
Also, I am thankful for all the assistance, expertise and support I receive during thesis writing
from my professor and classmates through which I am able to accomplish the task of writing
dissertation. I would like to thank my professor for the support and help extended to me while
selecting appropriate topic for this research along with providing suggestions from time to time
as and when need arise.
Further, I would like to extend my gratitude to all the faculty who guide me in
completing dissertation in different ways such as help with IT, problem solving and analytical
skills which is necessary for the completion of dissertation in better way. At last, I am thankful to
my family and friends for their continuous support in overcoming difficulties faced during the
research by encouraging and suggesting alternatives ways for better accomplishments.
3

Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
Chapter 1: INTRODUCTION..........................................................................................................5
Background..................................................................................................................................5
Research problem ........................................................................................................................6
Rationale......................................................................................................................................7
Aim and objectives......................................................................................................................8
Constraints and limitation............................................................................................................9
Chapter 2: Literature Review.........................................................................................................11
Theme1: Customer satisfaction in hospitality sector.................................................................11
Theme 2: Different tactics that can improve the service delivery and customer satisfaction in
the hospitality industry...............................................................................................................13
Theme 3: Analysis the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry.........................................................................................15
Chapter 3: Research Methodology.................................................................................................18
Research type.............................................................................................................................18
Research approach.....................................................................................................................18
Research philosophy..................................................................................................................19
Data collection methods.............................................................................................................19
Data analysis..............................................................................................................................20
Sampling....................................................................................................................................20
Ethical considerations................................................................................................................20
Research limitations...................................................................................................................21
Research validity and reliability................................................................................................21
Chapter 4: Finding and Analysis....................................................................................................22
Chapter 5: CONCLUSION and Recommendations........................................................................1
Conclusion...................................................................................................................................1
REFERENCES................................................................................................................................5
Appendix..........................................................................................................................................8
4

Chapter 1: INTRODUCTION
This is the first chapter of dissertation study conducted. This chapter will provide a
complete introductory overview about the topic of study, different elements that will become a
part of the study and such other. The entire format of this chapter is segregated into different
subtopics such as background, research problem, rationale, aim, objectives and constraints and
limitations.
Background
Customer satisfaction is a term used to indicate the level of confidence company could
achieve by catering services to the potential customers in market. This term indicator or
demonstrate the fact that how much the customers that has already enjoyed the services provided
by the organisation are happy against taking the overall services of the organisation. Satisfaction
is a terminology that is sued to disclose how much the organisation could be able to achieve the
standard related to expectations hold by potential customers against enjoying the services of the
hotel. Every time customer book a particular hotel or pursue some service it expect the certain
amount of service quality and features (Govender and Jasson, 2018). In case the organisation is
capable enough to cope up with the expectations and standards set by the customers against
enjoying the services of respective organisation than the company is able to achieve the high
amount of customer satisfaction level.
In case the company not being able to deliver or cater the services that is expected by the
customers than the organisation could only achieve the low level of customer satisfaction and
many times in such a situation company do not able to achieve any of the customer satisfaction
level or standards. Customer satisfaction information involved surveys, ratings and such other
that clearly disclose how happy the customers are against enjoying the services offer by the
organisation. Service sector organisations are highly focused towards advancing the level of
customer satisfaction organisation can witness as the overall growth of the venture in service
sector is totally based on how efficient the services are enjoying by the customers from the
organisation (Han, Kok and McClelland, 2020). Scholars has clearly mentioned that customer
satisfaction this whole terminology is highly influenced with the expectations customers carry in
the business operations performed by the organisation. Every customer has its own expectations,
needs and requirements. If the organisation is able to satisfy the respective needs and
requirements of target customers than the company will end up achieving the high level of
5

customer satisfaction rate. In case the business sis not being able to status the needs and desires
of potential customers than the company will not be able to achieve the high level of customer
satisfaction rate. It can clearly indicate that the customer satisfaction and the customer
expectations both the terms are inter related to each other.
Hospitality industry is one of the most competitive and prominent sector associated with
the whole business environment. The sector is one of the most emerging and growing industry of
business environment. The sector cater various services related to stay, restaurants, bar and such
other. Ritz Hotel is one of the most prominent hotel in London. People from across the world
like to come in the hotel and enjoy the most comfortable and luxurious stay at the hotel. The
hotel was opened in the year 1906. There is a total 111 rooms in the hotel. 23 suits are available
in the hotel along with 3 restaurants (La and et.al., 2019). Overall the hotel is one of the most
busy and engaged hotel based in London which critically reflect that the destination is among the
most favourable one to stay in London. Company and its management give a huge emphasis on
achieving the high level of customer satisfaction rate that can allow the company to constantly
attract new as well existing customers of the hotel. This study will discuss about the impact
quality of service delivery will created over the level of consumer satisfaction organisation could
achieve in the hospitality sector. The impact of the high level of customer satisfaction over the
performance and growth of the organisation will also be a part of discussion in this study.
Research problem
This study is discussing the impact of the customer satisfaction level over the
organisation and its performance in respective target market. In the current time where the
pandemic situation has just been over. People started moving out of the pandemic which is
facilitating to the people across the world to travel and explore different places across the globe.
United Kingdom is one of the most featured and favourite tourist destination at a global level.
London is one of the attraction in tourism sector or industry across the globe. Hospitality sector
is one of the major affected and influenced sector in the time of covid as there was a complete
ban on travelling (Li and et.al., 2020). IN such a time this study is very crucial as it will discuss
about how the customer satisfaction standards have changed as a result of the pandemic. What
are the changes service deliverables could make in order to witness the high level of customer
satisfaction ratio. The problem this study is trying to portrait is to understand the core feature
related to the customer satisfaction. All the core aspects and elements that influence and affect
6

the customer satisfaction in hospitality industry will be covered in this study. The impact of
changing customer expectations over the customer satisfaction will also take about in this
project. The problem is that the customer's expectations are keep on changing. In the changing
environment where the customer expectations are changing constantly this is not necessary that
even after delegating the best quality of services to the customers organisation will be able to
achieve the high customer satisfaction level (Majeed and et.al., 2022). This study will discuss all
the changing nature associated with the customer expectations and demand that significantly
affect the level of customer satisfaction of business. The biggest problem related to the customer
expectations is that the deliverables are not set already that can offer the best amount of customer
satisfaction against the hospitality services delegate to the respective customers. In such a
situation this become a huge challenge and problem for the stakeholders to know all the possible
ways that can delegate the organisation a best possible scenario where company can achieve the
bets amount of customer satisfaction level in the business.
Rationale
This study is significant in the current time. Customer satisfaction become one of the
most significant factor that contribute in the overall success of the hospitality industry. Covid 19
pandemic has completely damaged the entire hospitality industry as a whole. This study is
significant in the current time of covid pandemic where the previous and earlier practices aquired
by the hotels have completely changed. The factors that could previously contribute in the
customer satisfaction has also changed significantly in the existing time. This study will discuss
all the core aspects and factors that can contribute in enhancing the level of customer satisfaction
organisation can enjoy against delivering services of the hotels. This study will significantly
cover all such core areas that could somehow contribute in addressing the customer requirements
(PJ and et.al., 2021). The aim of the project is to highlight all the core ways that can somehow
contribute in developing the customer satisfaction standards of the hotel. In the current time this
study is required as the expectations of the customer has changed completely as a result of the
covid 19 pandemic. Both the service deliverable areas such s related to domestic travellers and
also the international travellers will cover in this study. The expectations of the domestic
travellers and the international travellers are different. Also the expectations of the customer is
totally based on the economic and social background of the respective target customer. This
current study will discuss all the core factors that may contribute in enhancing to the level of
7

customer satisfaction organisation may entertain in the business. Pandemic situation could
completely change the priorities customer set in against of booking any particular hotel. This
study will cover all the changing expectations hold by the international travellers along with the
domestic travellers. This study will allow the stakeholders to formulate and design the right
strategies that can support to the overall growth and development requirements of the target
customers in the market.
In the current time this study will play a very significant role in term of formation
strategies related to business, improving the organisation capability in term of achieving the
higher level of customer satisfaction and such other areas of business. The scholar will try to
cover every single possible area that could somehow affect and influence to the level of customer
satisfaction organisation can entertain in the hospitality business. Hospitality industry is the most
influenced sector as a result of the pandemic situation (Secchi, Roth and Verma, 2019). Now the
time has come when the entire industry is back on its original growth and development. In the
current time to regain and boost the growth of the industry this study will guide to the scholar
with possible outcome that can favour the industry to regain its original pace in term of growth
and development. This study will as favour to the organisation to take on the competitive
advantage by influencing to the current possibility of venture for receiving the customer
satisfaction.
Aim and objectives
Aim:
 To investigate the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry. A study in Ritz Hotel.
Objectives:
 To evaluate the concept of customer satisfaction.
 To identify different tactics that can improve the service delivery and customer
satisfaction in the hospitality industry.
 To analysis the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry.
 To provide necessary recommendations for addressing different challenges related to the
customer satisfaction and service quality.
Research questions
8

 What does it mean by the term customer satisfaction?
 What are the different tactics that can improve the service delivery and customer
satisfaction in the hospitality industry?
 What are the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry?
Constraints and limitation
Timeline
Activities / Weeks 1 2 3 4 5 6 7 8 9 1
0
1
1
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
20
Research topic selection
Developing research prop
osal
Designing
the research aims and
objectives
Literature review
Defining research method
ology
Drafting questionnaire
Sample selection
Collection of data
Analysing the data
Concluding the findings
9

Recommendations
Report preparation
Submission to the tutor
Updating the feedback
Final submission
Constraints
This study is associated with the several Constantine that could further allow the scholar
to consume more time in order to carry out the whole study. Only the limited use of scholarly
article was permissible for the scholar that was a core limitation associated with this dissertation
study executed. Database related constraints are also there that could not favour to the scholar to
approach the entire study in the best way possible (Torlak, Demir and Budur, 2019).
Performance is among the core constraint associated with the study executed by the scholar.
Operational constraints are also there which could not favour to the scholar to deliver the best
suitable outcome in the study. Maintnability constraint is also a part of the dissertation study
executed or conducted. Reliability and safety constraint is also a part of this study executed by
the scholar.
Limitations
This study is also associated with many limitations like lack of time. This is one of the
major limitation associated with this study conducted. The time is limited in this study. Financial
resources are also limited with the scholar that could also become one of the core limitation
associated with this study conducted (Wikhamn, 2019). Experience is also required in order to
execute this type of studies. The experience with the scholar is also minimum which could
further offer the several limitations in order to collect the required information, data, formatting
the entire report and such other areas. All these limitations could somehow restrict to the scholar
to achieve the final aim and objectives associated with the study conducted. Limitations
completely restrict the scholar to approach the whole study in a limited manner.
10

Chapter 2: Literature Review
Literature review talk about all different literary text provided by the authors and scholar
over the given topic of research. Critical manner of study is conducted that cover both the areas
positive aspects to the research topic and the negative area associated with research topic. This
part of the research will segregate the entire topics in separate themes that will disclose the
complete factual information about the relevant theme.
Theme1: Customer satisfaction in hospitality sector
As per the views presented by the Choudhur (2021), customer satisfaction is a term
discuss about the level of service quality organisation could delegate in comparison to the
expectations hold by the potential customers in the market. Every time customer book any hotel
it expect a certain amount of quality ion services offer by the hospitality organisation. Such
expectations hold by the customers while searching and book the particular hotel will reflect in
the term customer satisfaction. IN context to hospitality organisation is play a vita role for the
business entity to identify what are the factors that would influence to the level of customer
satisfaction rate company could entertain. The expectations hold by the potential customers at the
time of booking of the hotel will surely indicate the factor of satisfaction create. Today there are
a plenty of sources available to review the service quality of any hotel. Hospitality industry is
associated with the multiple types of services such as food, restaurants, bars, rooms and such
other. The level of customer satisfaction rate in case of the hospitality sector is widely influenced
with the fact that what priority customer set while taking out of the services offer by the hotel.
Generally in context to hospitality sector or industry the preference customer is set in against to
entertain the hotel selection decision would significantly affect the satisfaction level that
particular customer could achieve. Santarcangelo and et.al. (2022), priorities set by the customer
is highly influenced towards the level; of customer satisfaction hotel could witness. Every time
11

customer book a particular hotel it set a priority of the services which custier would like to enjoy
in the best way possible. IN such a situation if the hospitality organisation is capable to delegate
such service to the customer than the organisation will end up receiving the high level of
customer satisfaction. In case the organisation did not able to cope up with the expectations of
the target customer than it will definitely influence to the level of customer satisfaction company
could achieve. The relationship between the customer satisfaction rate and expectations hold by
the customer towards the hospitality's service and facilities is direct in nature. It is important for
the hotel to maintain the customer happy in any given situation. If the organisation is not being
able to sustain its customer happy than it would not be able to achieve the bets suitable level of
customer satisfaction rate against entertaining the hospitality services. It is important to keep the
customer at a forefront of the operational plan entertain by the organisation.
The criticism has been discussed by the Alzoubi And et.al. (2021), in its study on the
ground that there is not any particular basis reported that can disclose to the level of customer
satisfaction organisation could address in the business. As the expectations and satisfaction rate
of te customer are highly inter related to each other hence the much the organisation is able to
keep its customer happy the more the customer satisfaction level business will address. In the
current time the expectations of the customer from the hospitality services are keep on changing
by nature. In such a situation it is not very easy to keep the customer happy all the time as the
expectations of the customer are constantly changing. Fuhrer, there is not any set criteria which
can denote that these are the particular areas or aspects that would favour to the organisation in
ensuring the high amount of customer satisfaction rate for the business. Henceforth, this is not
very realistic for the hostel to address this particular area by framing the respective strategic
tools.
The opinions presented by the Phadungjit, Sornsaruht and Pimdee (2021), on the ground
that customer satisfaction is a term play a vital role in the overall success of any organisation and
especially for the service sector based entity. The way any hotel or hospitality organisation
delegate its services will fundamentally affect and influence to the level of customer satisfaction
address or witness by the business. Customer also verify whether the services of the hotel is
delivered as per the promises are made by the respective business entity. The customer happiness
and loyalty aspect are another crucial factor or element that influence and support to the level of
customer satisfaction rate witnessed by the hotel. Overall it can widely discussed the fact that
12

customer satisfaction is a most volatile factor that keep on changing. There are some standards
areas through which company can focus on improving its level of customer satisfaction.
Delivering the best quality of services are the most significant factor that could influence to the
level of satisfaction customer could witness against taking of the services of the hotel. The level
of delivery quality is ensured by the organisation is another term that would contribute in the
level of customer satisfaction hotel could witness in the business. Generally it is highly based on
the fact that many times hotel what they actually promised are not in a position to actually cater
it to the end customers in the market. If the promise made by the hotel matches to the services
cater by the respective entity or organisation than it would result into the better amount or level
of customer satisfaction rate offer by the business. Eliminating all the wrong element or factor
that could diminish to the scale of customer services offer by the organisation would
significantly affect on the customer satisfaction rate witnessed by the respective organisation.
Theme 2: Different tactics that can improve the service delivery and customer satisfaction in the
hospitality industry.
The opinions illustrated by Čuić Tanković, Bilić and Brajković (2022), in the study that
understanding the need and desires of the target customer is necessary to improve the level of
customer satisfaction organisation can witness. It is significant important for the hospitality
organisation to understand the scale of service delivery customer in the market is expecting from
the business. It will create a huge impact on the service delivery delegate by the organisation.
Every time customer book a particular hotel it hold some expectations against taking out the
services of the hotel. Generally the expectations of the customer is totally depend upon the
service charges hotel take by catering its service to the customers in market. Understanding the
need and want of the customer will significantly allow to the hospitality organisation to entertain
all such services that can match up with the expectations and desires hold by the potential
customer towards the hospitality services. ZEQIRAJ and NIMANI (2022), has stated the fact
that adding more number of services will play a significant role for the organisation to achieve
the best form of service expectations in the hotel. Availability of the hotel staff is another core
element that contribute in the level of customer satisfaction hotel could entertain. This is another
crucial or significant factor that would certainly contribute for the hotel in witnessing to the level
of customer satisfaction enjoy by the organisation. IN hotel 24*7 customer need services. It is
required that hotel should ensure that the staff is available all the time to delegate all the various
13

services of the hotel. This will play a very positive impact on the level of customer satisfaction
rate enjoy by the specific hotel in the market. As the consumer expect from the hotel that it will
end up catering to its services all the time to the hotel. In case of the hospitality industry or sector
customer hold the numerous amount of demands and every customer carry its own specific needs
and demand. IT is necessary and relevant for the hospitality organisation to support the specific
needs and demands of the target customer in the market. The more services and products
organisation will be able to delegate the more amount of customer satisfaction rate it can
achieve. More services will allow the company to delegate and meet up the need of more number
of potential customers in the respective market place.
The criticism has been established by Aboye (2021), on the ground that in respect to the
hospitality industry it is not certain that customer will only wish to have certain amount of
services and facilities from the hotel. Further this phinominon of getting the best treatment
constantly changes. It is not certain that the standard set by one particular customer will go by
the need and requirements of other respective and potential customers in the market. Henceforth,
it is not a very standard practice that is applied by the organisation in process to gain the quality
of serv9ces in order to achieve the bets form of customer satisfaction rate. Many studies are also
conducted on this topic which do not provide any specific direction where the organisation can
each out to the best amount of customer satisfaction rate in the business.
As per the opinions provided by the Ortiz-Bonnin and et.al. (2021), on the ground or fact
that solving issues face by the customer is one of the core and most significant factor or element
influence to the level of customer satisfaction witness by the potential customers in the market.
In context to the service sector organisation the quality of services delegate by the organisation
will put a direct impact on the scale of customer satisfaction witnessed by the organisation. Hotel
is a kind of business that is open 24*7 which require a complete service to the customer at any
given point in time of a day. It is required for the hospitality organisation to address all the
various issues face by the customer in a given day. Complete support and services delighted to
the customer will put a significant impact on the level of customer satisfaction entertain by the
organisation. This is one of the core aspect or factor that will support to the customer satisfaction
rate in the business. How quickly the company will be able to deal with the issue or to solve the
problem of customer will put a significant level of impact on the scale of customer satisfaction
rate witnessed by the organisation. This is among the core aspect that significantly direct to the
14

scale of satisfaction level offer by the particular hospitality organisation. The more happy the
customer will be the more Stalisfield the customer will feel against enjoying the services of the
hotel. Liu, Borazon and Santamaria (2021), mentioned in the Study that food in any hotel is
also one of the significant and core element or factor that affect and influence to the customer
satisfaction level of the business. Customer expect the good quality of food in the hotel. If the
organisation is capable to delegate and offer the food belong to different types and flavours than
it will create a positive impact on the customer satisfaction level of the organisation. The better
quality of food hotel will offer or its restaurant is offering to its customer the more value it add
into the customer satisfaction rate witnessed by the organisation in the market.
On the other hand criticism has been developed by the Sharma and et.al. (2022), on the
ground that most of the times even after having the food quality of food other service completely
destroy the satisfaction rate of the customers. The level of customer stupefaction is totally based
on the fact that how efficient the services hotel is capable to offer to its customers. It involve the
complete and overall services of the hotel. Even if the company is able to delegate one particular
service in the best way possible but other services are poor which will completely damage or
destroy to the level of customer satisfaction rate achieve by the organisation. It is important that
the hotels should focus on its overall development or not only to give focus to one specific
hospitality area in order to approach the best quality of customer satisfaction level in the
business.
Theme 3: Analysis the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry.
The illustration of opinion given by Xess, Bhargave and Kumar (2021), is that service
quality delivery involve offering the quality services to the customers in the market. This is a
term indicate the fact that how effective the organisation is able to delegate its services to its end
customers in the market. In context to hospitality industry this term play a vital role for the
company to approach the scale of customer satisfaction in the business. The more quality of
services hotel will offer the more the scale of the customer satisfaction company will enjoy.
Service delivery involve various factors such s time of delivering the services, diversity in the
service offering and various factors that indicate the efficiency and effectiveness of the services
offer by the organisation. Service delivery is a very vast terminology in context to the hospitality
industry. This indicate the fact that how much the scale of the services is for the organisation.
15

Along, with that this is a terminology that demonstrate the feature or fact that how diversified or
qualitatively strong the services of the hotel is for the customers. Crick, Karami and Crick
(2022), stated the fact that in context to the level of service delivery this involve how much the
hotel is offering its service to its customers. This further involve the segregation of the
complimentary services allocated by the hotel or other services additional to the offered one to
the customers. It can state that complementary service delivery create a direct impact on the level
of customer satisfaction approach by the potential customers in the market. This is a very
significant term used in the hospitality sector where the wide services involve in the service
deliverables. This involve food service, room service, restaurant, bar, pool and such other
services that directly influence to the level of service deliverable to the end customer in the
market.
The criticism has been established by the Oh and et.al. (2022), on the ground that many
times even after offering the vast amount of services organisation do not feel able to approach
the high level of customer satisfaction in the business. This is a very critical term used in the
hospitality industry where the factor that can support to the high level of customer satisfaction is
not even certain by nature. Even if the organisation is not being able to delegate the good quality
of services to its customers many times customer due to bad mood or some other factor do not
consider the services of the hotel to be the best in the business. This is a huge challenge for the
hotels in the industry where they can only control the customer satisfaction rate one particular
level but beyond that it is not even possible for the company to offer the best quality of customer
satisfaction level in the business.
Akıl and Ungan (2022), has projected its views and opinion on the ground that serve
quality delivery and the customer satisfaction hospitality organization witnessed are the two inter
connected terms. The connection between the service delivery or services perform by the
business unit and the level of customer stupefaction witnessed by the organization is direct. In
case to the hospitality sector organization the growth and sustainability of the business is highly
influenced with the level; of customer satisfaction organization witnessed in the business. Hotels
own various and different types of services which require allocating to the potential customer in
the market in order to approach the customer satisfaction level of end customers in the market in
the best way possible. It is important for the hotels to ensure that every service it tends to allocate
must be favourable enough to support the customer satisfaction level in the market in the best
16

way possible. If the organization is able to deliver or allocate its services according to the
expectations and requirements of the potential customers in market than the respective
hospitality entity will end up having the best amount or level of customer satisfaction in
respective target market.
Customer satisfaction is one of the most significant and effective term that is adopted and
used in case of the hospitality sector. Every time customer book any of the hotel it contains or
hold some kind of expectations which require to be fulfilled by the organization so that it can
convince to the buying decision of potential customers. The quality of services deliver by the
organization create and influence to the customer satisfaction level approached by the
organisation in respective target market (Zhang and et.al., 2022). IN context to the hospitality
sector or industry which is a service sector organization create a direct influence to the
organisation performance in the market. Service sector organization highly influenced with the
high quality of service delivery perform by the organization in the target market. There are a
various tactic are also applied by the hospitality organisation like they focus on improving the
service quality, solving issues ad problems face by the organisation and such respective issues.
IN respect to the hospitality organization solving issues and problem face by the customer put a
direct impact over the growth and development of the potential customers in the market. It will
directly influence and affect to the growth and success and also to the level of customer
satisfaction approach by the organization in market. Adding on to the new services in the
existing one will also influence and affect to the customer satisfaction level achieve by the target
customers in the market.
17

Chapter 3: Research Methodology.
Research Methodology is a section that will support to identify various methods that are
used by scholar in order to carry out the entire study. Research Methodology is a procedure and
tactics that is used to execute and conduct the entire study in the most systematic manner. This
chapter will consume the type of research, approach taken to execute the study, philosophy on
which the entire research is based on and such related aspects or factors.
Research type
Research is of two different types to which researcher can be used to achieve the defined
aim and objectives of the research study. The research can be segregated into the qualitative and
quantitative type of study. Qualitative type of research considers only the theories and literature
which can support the scholar to achieve the overall aim and objectives of the study in the best
way possible. Further, on the other hand quantitative study deals with numbers and facts that can
support to the scholar to approach the study in the best way possible (Ahmed and et.al., 2022).
The current study is based on the qualitative type of study accounting to the topic, aim and
objectives set behind the research study is executed. Qualitative study type will allow the scholar
to cover all the respective topics and study areas that can support to the scholar to approach the
entire dissertation study in the best way possible. This study type will certainly allow and favour
to the scholar to approach the entire study in the most conclusive manner.
Research approach
Research approach is a plan and procedure which can favour the scholar to approach the
entire study in more effective manner. The research approach are of two different types of
approaches like inductive and deductive. Inductive approach, is the one which allow the scholar
to involve a set of empirical observation that assist to help pattern involved in observation. On
the other side deductive approach is mainly dealt with testing of hypothesis to determine the
relationship between the variables (Rahuman, Akram and Siraji, 2022). The current study type,
will allow the scholar to follow only the inductive research approach as it will allow the scholar
to use the qualitative data. According to the nature of the study area conducted this research
approach is a very favourable one to adopt by the scholar so that overall aim and objectives set
behind the study is executed can be achieved in the best way possible.
18

Research philosophy
Research Philosophy is a method which allow the scholar to collect the information by
using a phenomenon so that the most efficient and effective manner of data can be collected by
the scholar. Research Philosophy are off two different types which involve interpretive and
Positivism. In case of interpretvism, philosophy of research scholar get to integrate the whole
study and determine the conclusion accordingly. On the other side positivism is a philosophy
which mainly deals with numeric facts and assist to test the hypothesis drafted according to the
nature of the study (Teoh And et.al., 2022). The current study area will utilize, only the
interpretivism research philosophy so that better understanding and objectives can be approached
by the scholar in more efficient manner. Research philosophy is more like identifying the right
observations so that more effective level of outcome can be generated by the scholar. This part of
the dissertation study identify the right mindset that cab favour to the scholar to approach the
whole study in the most effective manner possible.
Data collection methods
Data collection is a process of collecting the required information and data that can
support to the scholar in approaching the entire study in the best way possible. Information and
data become the most significant factor that allow the scholar to approach the whole study in the
best way possible. There are two types of data collection methods scholars can used in order to
conduct the dissertation study. This part of the study can be approached with the use of tactics
like primary method of data collection and the other one is secondary method of data collection
technique. The aim of both the methods or technique is to collect the most suitable data and
information that can favour to the scholar to approach the final research in the best way possible
(Juwaini and et.al., 2022). Primary method is a technique of data collection which allow the
scholar to collect the fresh information and data that can go by the needs and requirements of the
research study conducted. Primary method will involve questionnaire, surveys, interview and
such other techniques tat can favour to the scholar to collect the entire information in the most
effective and efficient manner possible. Secondary method of data collection involve scholars,
articles, journals and such other. The secondary method involve using the existing and available
information to carry out the research study in the best way possible. The scholar do not require
putting extra efforts in collecting the data an information in this type of data collection technique.
The scholar in the present study will utilize the both the techniques such as primary as well
19

secondary method of collecting the data and information (Prasad and Verma, 2022). In respect to
the primary method scholar will use the questionnaire technique or method to collect the required
information or data. This method favour to the scholar to collect the primary study in the most
effective manner possible. IN respect to the secondary method of collecting the data and
information scholar will use the literature review so that most quality information can be
collected by the scholar as a part of approaching the whole dissertation study in the best way
possible.
Data analysis
Data analysis is a process related to analysing and interpreting the data and information in
order to execute the whole study. This chapter is focused towards analysing and interpreting the
data and information so that scholar can draw respective conclusion based on the information
collected and the interpretations are drawn in the study. The data analysis will be done with the
use of excel charts, pie chart, graphs and such other methods (Alshurideh, 2022). The focus of
the scholar is to interpret the data and information in such a manner that the scholar get to
approach the final study in the most conclusive manner. Pie chart and graphs drawn in excel will
provide a suitable basis to present the data in the most systematic manner possible by the scholar.
The findings cover in this chapter provide the direction to the entire study executed by the
scholar.
Sampling
Sampling is a technique which segregate the primary sources so that required intimation
and data under the primary study can be collected by the scholar. Sampling is considered of
different types involve simple random sampling, systematic sampling, stratified sampling and
such other methods or techniques (Lai And et.al., 2022). This particular study is based on the
simple random sampling method or technique. 30 employees of the Ritz Hotel will be considered
to collect the Priam data and information in this particular study.
Ethical considerations.
This study will also respect to each and every ethical consideration principle. All the
different principles related to thee ethical considerations are supported by the scholar in this
current study. Principles of beneficence and non maleficence is supported in the Duty executed.
Justice Principe is also respected which executing or conducting the respective study area.
Informed consent principle also favoured by the scholar in the current study executed by the
20

scholar. Confidentiality and data protection is also one of the core principles related to the ethical
considerations have been respected in the current study. Integrity is also plied. Principle related
to conflict of interest will also support in the research conducted. Ethical consent forms will also
fill in the research.
Research limitations.
The current study is associated with the several limitations. Financial resources are
limited with the scholar that could certainly create a different over the final outcome of the study
conducted. Time is one of the most critical factor and in the current study type scholar did not
hold the sufficient time which could completely influence to the findings of the study conducted.
Lack of experience in executing these types of study was also one of the major research
limitation (Paposa and Paposa, 2022). Apart from all these different research limitations every
aspect is tried to be considered and covered by the scholar in the current study. Especially there
was not any particular guidance was there with the scholar that could completely challenge to the
scholar to approach the final study in the most conclusive manner.
Research validity and reliability.
Reliability is a fact that involve meanderings the consistency of the reserved study
executed. Validity is all about accuracy of the whole research is executed by the scholar.
Reliability and validity are the two core terms that will be supported in the study conducted or
executed. Both the aspects will also cover in order to conduct the study. The scholar has to rely
on the available sources as a part of the secondary method of data collection. Further the scholar
has to rely on the opinions stated by the primary data sources. All the sources used in case of
secondary sources are verified by the scholar at Google Scholars. Reliability of the primary
sources are also identified and found favourable enough to support the final aim and objectives
of the research in the best way possible.
21

Chapter 4: Finding and Analysis
This is the fourth chapter associated with the dissertation study conducted. This chapter
will summarize all the key findings generated out of the study conducted. Data collected with the
use of primary and secondary sources will analysis in this chapter to design and form the suitable
findings in the chapter.
Customer satisfaction and growth are directly connected
Q.1) Do you believe that customer satisfaction and growth of company is directly related to
each other?
Yes 25
No 5
22

Interpretation:
Customer satisfaction is a widely used term in context to the hospitality industry. The 25
out of 30 respondents clearly mentioned that customer satisfaction and the growth of the
company are the two inter connected term to each other. There are 5 respondents remaining to
that who do not agree to the respective study area. The views presented by the majority of
respondents clearly mentioned the fact that both the terms' customer satisfaction and the growth
of the organization are directly associated with each other. In context to the service sector
organization like hotel the level of customer satisfaction rate company approach the more it
holds the chances and opportunity to grow in the respective target market. Both the terminology
are directly associated or connected with each other. Service sector organization such as hotels
require strong features and service quality that can go by the need and requirements of the target
customers than only organization will be able to support the growth and development of the
business entity.
Introducing more services, scheduling and address the need and requirements are the best
way to improve the customer service delivery in hospitality.
Q.2) What according to you is the best technique related to improve the customer service
delivery?
23
Yes No
0
5
10
15
20
25
30
25
5
Column B

Introducing more number of services 6
Schedule all services 7
Address needs and requirements of customers 7
All the above 10
Interpretation:
Customized service delivery are the core areas that involve all the significant ways and
factors that can support to the organization to allocate the services to end customers in respective
target market. The 7 out of 30 respondents stated the fact that addressing the needs and
requirements of the potential customer is the best way to allocate to the best form of services to
the end customers in respective target market. There are 7 respondents believe that scheduling
the services will be the sufficient method to execute the service delivery of the hotel in the most
effective manner possible. 6 favour to introduce the more number of new services that can allow
and favour to the organization to allocate the best quality of service delivery in the hospitality
sector. The remaining 10 respondents favoured to all the above mentioned tactics that can play a
vital role in improving the service delivery level of the hotel. On the basis of the views presented
by the majority of the respondents it can state that company can utilize all these various methods
which involve addressing the needs and requirements of the customers, introducing new services
24
Introducing more number of services
Schedule all services
Address needs and requirements of customers
All the above
0 2 4 6 8 10 12
6
7
7
10
Column B

and scheduling the services of the hotel are the most significant methods and tactics that can play
a vital role in cherishing to the customer service delivery of the hotel.
Solving issues of customers will directly improve to the level of customer satisfaction
achieve by the organization
Q.3) Do you agree that solving issues face by the customers will directly improve to the level of
customer satisfaction achieve by the company?
Strongly agree 12
Agree 8
Neutral 2
Disagree 5
Strongly disagree 3
Interpretation:
The question was about the relationship between customer satisfaction and solving the
issues face by the customers in against to undertake the services of the hotel. 12 out of 30
respondents strongly agree to the fact that customer satisfaction and the solving issues of the
customers staying in the hotel are directly associated with each other. 8 agree to the fact that
solving the issues offer by the customer improve the level of customer satisfaction achieve by the
organization in the sector. 5 of the respondents disagree to the given fact. 3 were strongly
25
12
8
2
5
3
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

disagreed and 2 haves a neutral opinion over the given topic. As per the views stated by the
majority of respondents it can state that in hospitality sector if the company solve the issue and
problems face by the customers on a timely manner than it create a direct impact over the
customer satisfaction level achieve by the organization. Author in its study also linked up to the
customer satisfaction level and solving the issue face by the customers. The scholar clearly
reflected that addressing the issues of the customer in a time manner will put a direct impact over
the growth and success of the company. Satisfaction is a term demonstrate how favourable
company could witness its target customers.
Front office, room service and restaurant service all the departments can contribute in
improving the service of the hotel
Q.4) What according to you are the departments that contribute in improving the customer
services in hotels?
Front office 6
Room service 7
Restaurant service 8
All the above 9
Interpretation:
26
Front office Room service Restaurant service All the above
0
1
2
3
4
5
6
7
8
9
10
6
7
8
9
Column B

In order to improve the services of the hospitality organization different department
associated with the hotel can play vital role. 8 respondents do feel that restaurant services are the
most important one when it comes to allocate service delivery to end customers. 7 do feel that
room service is the most significant part of offering services to the hotel. 6 believe that front
office is the most significant service area. 9 respondents do feel that all these above stated
service areas equally contribute for the hotel to achieve the best level of customer satisfaction.
As per the views stated by the majority of the respondents it can state that front office, room
service and restaurant services all these service areas will put a direct impact over facilitating the
best amount of customer satisfaction level for the hotel.
Improved customer satisfaction, brand value and more sales are the advantages of high
quality services in hotel
Q.5) What are the key advantages of ensuring the high quality services in hotels?
It improves the customer satisfaction 6
IT improve the brand value of hotel 7
It generates sales for company 7
All the above 10
27

Interpretation:
Customer service quality in hotel put a larger impact over various areas and aspects
associated with the organisation. There are certain advantage which are associated with catering
the high quality of services in the business. 6 respondents believe that the service quality in the
hotel put a greater impact over improving the level of customer satisfaction in the business. 7
feel that it improve the brand value of the hotel. 7 respondents on the other hand do feel tat it
generate the sales of the company in respective target market market. There are 10 respondents
who believe that all these are the indicant advantages associated with catering services in
hospitality sector organisation. As per the views stated by the majority of respondents it can
indicate and demonstrate that all these are the significant advantages of deliver positive customer
services in the business.
Improved cost, changing customer expectation and competition are the core challenges of
delivering the high quality customer service
Q.6) What is a major challenge of delivering high quality customer services in hospitality
sector?
It improve the cost 6
28
It improves the customer satisfaction
IT improve the brand value of hotel
It generates sales for company
All the above
0
2
4
6
8
10
12
6
7 7
10
Column B

Changing customer expectations 7
Competition 8
All the above 9
Interpretation:
Customer service delivery associate various challenges that restrict and oppose to the
organisation to execute and deliver the cost effective and efficient quality of services to end
customers in market. 8 respondents believe that competition in the hospitality industry become
the great challenge fro the organization to execute and deliver the high quality of customer
services in respective target market. There are 7 respondents agree to the fact that customer
expectations keep on changing in the hospitality sector. This become one of the greatest
challenge associated with the organization in process to execute and deliver the most advanced
quality of services to the end customers in the market. There are 6 respondent believed that
delivering high quality of services to the customers require additional cost. This directly
influence and affect to the organization ability to execute the bets quality of services related to
the customers in the market. The remaining respondents favoured all these respective challenges
stated above. As per the views given by the majority of the respondents it can clearly state that
increased cost, competition and changing expectation of the customers in the market all are the
29
6
7
8
9
It improve the cost
Changing customer
expectations
Competition
All the above

challenges related to execute and deliver the high quality of customer services in the hospitality
sector. All these issues and challenges restrict and opposes the organisation to execute and
deliver the best quality of services by the hotel to end customers in respective target market.
High quality service delivery allow the organisation to take on the competitive advantage
Q.7) Do you agree with the fact that high quality of service delivery allow and favour the
company to take on the competitive advantage?
Strongly agree 12
Agree 8
Neutral 2
Disagree 5
Strongly disagree 3
Interpretation:
In case of hospitality sector organization the quality of service deliver by the organization put a
great impact over the performance of the organization in respective target market. 12 respondents
do strongly agree that delivering high quality of services allow the company to take on the
competitive advantage in respective target market. 8 respondents agree to the fact that it will
30
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12
12
8
2
5
3
Column B

allow the company to take on the competitive advantage. 5 respondents are disagreed to the fact
and 3 of them are strongly disagreed to this fact. There are 2 respondents holding a neutral
opinion over the subject. As per the views stated by the majority of respondents it can state that
offering the best quality of services to the customers will favour to the organization for taking the
competitive advantage in the respective target market. In context to the hospitality organization
that is a service sector based company the quality of the services organisation offer will put a
direct impact over ensuring and supporting the best quality of operations in the market.
Customers always look for such hotel that can provide and offer the most comfortable and
luxurious stay that could further ensure the competitive advantage in favour to the organization.
The term competitive vanadate always influence to the buying decision made by the potential
customers in the market. Offering the high quality of services favour and support to the company
to influence and affect to the buying decision of the customers irrespective to the level of
customers there in the market.
Solving issues of customers improve to the customer satisfaction level for hotel.
Q.8) Solving customer issues on a timely basis directly improve the customer satisfaction level
of the company?
Yes 20
No 5
Neutral 5
31

Interpretation:
In case of hospitality industry customer satisfaction level put a great impact over the business
operations of venture. 20 out of 30 respondents do believe that by solving or addressing the
problems and issues of the customers companies get to improve and cherish to the level of
customer satisfaction achieved by the company. The 5 respondents do not agree with the relevant
facts. There are 5 responders had a neutral opinion over the relevant fact. As per the vies stated
by the majority of respondent it implies that addressing or solving the issues face by the
customers while enjoying the services of the hotel. Companies offering their services in
hospitality sector can focus on improving the level of customer satisfaction entertain by the
organization just by solving the issues face by the potential customers in the market. This would
completely advance to the customer journey in the hotel. Service sector is totally based on how
much comfort customer enjoy while entertain or taking out the services of the hotel. Customer
satisfaction level will further boost to the overall growth and development possibilities of
business.
Wi-Fi's infrastructure, digital conference facility and mobile communication and
automation are the technologies can improve to the customer satisfaction level of hotel
Q.9) What technology hotels can use to improve the service delivery?
Wi-Fi infrastructure 6
Digital conference facility 5
Mobile communication and automation 7
All the above 12
32
20
5
5
Yes
No
Neutral

Interpretation:
Customer satisfaction is a term demonstrate the way organization delegate its services to end
customers in the market. Technology in today time play a direct role in advancing the service
quality and its delivery in the hotels. 6 respondents favour the use of Wi-Fi infrastructure to
advance the service delivery quality in case of the hospitality sector. 5 favour to the use of digital
conference facility to enjoy the better service quality in hospitality sector. 7 respondents favour
to the use of mobile communication and automation is one of the most advanced technology that
can favour and support the organization to facilitate the best quality of services to the end
customers in the market. The remaining respondents state that all these different technologies
such as wi-fi infrastructure, digital conference facility, mobile communication and automation
are the core technologies that can support to the organization to facilitate the most advanced
customer services in the hospitality sector. As per the view state by the majority of respondents it
can demonstrate that all these services will favour and facilitate to the business to cater and
deliver the best quality of services in the hospitality organization. Technology in today's time
play a vital role in ensuring the best quality of service delivery as it make the process simple and
convenient for the customer and the organization in respective target market.
33
Wi-fi infrastructure
Digital conference facility
Mobile communication and automation
All the above
0
2
4
6
8
10
12
14
6
5
7
12
Column B

34

Chapter 5: CONCLUSION and Recommendations
This chapter involves conclusion that will conclude all the key facts and information identified in
the project. This involves all the key findings' scholar has addressed in this project.
Recommendation part will provide a necessary and reasonable recommendations to improve the
future operations of the hotel.
Conclusion
Customer service delivery is one of the most significant and important fact that empower
and support to the organization to approach the business operations in the most effective manner.
Customer service delivery in case of the hospitality organization favour and allow to the
company to directly ensure the best quality of services in case of the hospitality organization.
Customer always analysis and research the quality of services deliver by the hospitality
organization before taking any decision to book a respective hotel.
In this dissertation, the overall impact of delivery of service quality over the level of
customer satisfaction that the hospitality organization is able to extend has been studied in five
chapters. Accordingly, the first chapter involves the background of the research issue where
discussion related to service quality delivery and its role in the level of satisfaction to customers
has been investigated. Within background information it has been determined that customer
undertakes to compare their expectation from service against what actually the service provider
is successful in delivering. The research focuses on the delivery of service quality with respect to
hospitality sector which actually indulged into the provision of tourism and hospitality services.
It has been identified that for knowing the level at which the customer is satisfied there is a need
to conduct regular surveys on customers along with obtaining service ratings through different
mediums such as social media platforms and check out points. In this way, the need for
improvement in the quality of service delivered can be determined easily which in turn helpful in
making future changes in the method of service delivery. Also, the factor forming base of the
higher customer satisfaction is to understand the desires and needs of the customers well.
Accordingly, it has been found that the problem or issue on which the research would emphasize
is the impact of customer satisfaction level over the organizational performance. This was even
found out to be a great issue for service oriented organizations such as those belonging from
hospitality and tourism sector. Therefore, the research has focused on hospitality sector of UK
which is considered to be best tourist destination across the globe. The reason for which the
1

customer satisfaction was studied in this research is that in the emerging business environment,
there found cut - throat competition within each sector and industries therein and for ensuring
business sustainability, customer retention and brand loyalty, by the organizations, it is necessary
to ensure that they should not compromise upon their service quality which has the direct link
with the level of satisfaction secured by customers. Also, customer satisfaction is regarded as one
of the way through which competition can be given to other organizations in the market and in
the absence of this there are greater possibility of losing customers to competitors as well. In this
way, the first chapter of this research has identified the background of the research topic along
with stating the reason for which the whole research has been conducted. Also, the chapter has
stated aim and objectives of the research in detail and accordingly, research questions are framed
keeping in mind the objectives of the research. At last, timeline of the research has been
developed indicating a duration of 20 weeks needed for this research and in addition to this,
limitations and constraints concerning the research has been identified.
The second chapter of this dissertation involves review of literature on different aspects
associated with the research issue. There were different themes formed within which the
arguments and viewpoints over different aspects of the research are stated in critical manner. The
first theme involves discussion pertaining to the development of understanding with regard to
customer satisfaction within hospitality sector where it has been identified that there is a high
expectation of customer belonging from this sector which affects the service quality delivery of
hospitality organization. This in turn was helpful in fulfilling the desired level of customer
expectation in order to ensure higher level of customer satisfaction. Accordingly, different tactics
are identified through which better delivery of service quality could be possible and therefore,
there could be higher customer satisfaction for the hospitality organization. Tactics such as
obtaining feedback from customers and agents, establishing KPIs for measuring the level of
performance against the expected level of performance and taking approaches that are helpful in
eliminating services biases are found out to be effective in ensuring better service quality
delivery and therefore, greater customer satisfaction. These tactics are further analysed in terms
of their positive and negative aspects, so that best tactic could be recommended to Ritz hotel of
UK in an attempt for higher level of satisfaction to their customers. This section involves
secondary information pertaining to this research.
2

Within the third chapter, the research methodologies has been discussed where it has
been found that the researcher has conducted qualitative research and accordingly, gathered
primary and secondary information from different sources. The questionnaire was filled with the
company's employees who are selected on random basis. Accordingly, the analysis of
information obtained through questionnaire method was performed and it has been identified that
there is a direct relationship between company's performance and the level at which their
customers are satisfied.
On the basis of analysis of data, the following recommendations could be offered to Ritz
hotel of UK, so that they could determine appropriate model of service quality delivery for
greater satisfaction of their customers.
 The hotel management should go for filling feedback form with their customers when
they are leaving their places. Also, within these form they should include a
recommendation section, so that they could ensure better service quality delivery (Lee
and et.al., 2021).
 They should work upon additional services such as entertainment services where they
could offer tickets of live events and concerts to their customers which would definitely
be helpful in enhancing the service quality delivery process which in turn ensures greater
customer satisfaction (Ali and et.al., 2021).
 Also, whatever recommendations they obtain from their customers should be
immediately taken into action rather than postponing it for the future. If so, customer will
never satisfy from the hotel's services and as a result, customer satisfaction level would
be poor (Farooq and et.al., 2018).
 All those services offered by hotel which confronts directly their customers are
considered to be the major concern for the hotel in terms of service quality and resultant
customer satisfaction. This could be ensured through trained personnel and better
behaviour with the customers in terms of resolving their queries and responding to their
desires.
3

4

REFERENCES
Books and Journal.
Aboye, B. A., 2021. Service quality and customer satisfaction on hotels in Gondar: Customer's
role in hotel development.
Ahmed, S. and et.al., 2022. The intricate relationships of consumers’ loyalty and their
perceptions of service quality, price and satisfaction in restaurant service. The TQM
Journal.
Akıl, S. and Ungan, M. C., 2022. E-Commerce Logistics Service Quality: Customer Satisfaction
and Loyalty. Journal of Electronic Commerce in Organizations (JECO), 20(1), pp.1-19.
Ali, B. J., and et.al., 2021. Hotel service quality: The impact of service quality on customer
satisfaction in hospitality. Ali, BJ, Gardi, B., Othman, BJ, Ahmed, SA, Ismael, NB,
Hamza, PA, Aziz, HM, Sabir, BY, Anwar, G.(2021). Hotel Service Quality: The Impact
of Service Quality on Customer Satisfaction in Hospitality. International Journal of
Engineering, Business and Management, 5(3), pp.14-28.Lee, K., and et.al., 2021. The
impact of service quality and customer satisfaction on consumer spending in
wineries. The Service Industries Journal, 41(3-4), pp.248-260.
Alshurideh, M., 2022. Does electronic customer relationship management (E-CRM) affect
service quality at private hospitals in Jordan?. Uncertain Supply Chain
Management. 10(2). pp.325-332.
Alzoubi, H. M. And et.al., 2021. What leads guests to satisfaction and loyalty in UAE five-star
hotels? AHP analysis to service quality dimensions. ENLIGHTENING TOURISM. A
PATHMAKING JOURNAL. 11(1). pp.102-135.
Choudhury, D., 2021. Artificial Intelligence in the Hospitality Sector. In Insights, Innovation,
and Analytics for Optimal Customer Engagement (pp. 257-278). IGI Global.
Crick, J. M., Karami, M. and Crick, D., 2022. Is it enough to be market-oriented? How
coopetition and industry experience affect the relationship between a market orientation
and customer satisfaction performance. Industrial Marketing Management. 100. pp.62-
75.
Čuić Tanković, A., Bilić, I. and Brajković, I., 2022. Internal Communication and Employee
Satisfaction in Hospitality. Management: Journal of Contemporary Management
Issues. 27(1). pp.1-16.
Farooq, M. S., and et.al., 2018. Impact of service quality on customer satisfaction in Malaysia
airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, pp.169-180.
Govender, C. M. and Jasson, C. C., 2018. Lean practices for efficiency in the South African
hospitality sector. African Journal of Hospitality, Tourism and Leisure. 7(2). pp.1-14.
Han, J. W., Kok, S. K. and McClelland, R., 2020, October. Impact of green training on employee
turnover and customer satisfaction. In 17th International Conference on Intellectual
Capital, Knowledge Management & Organisational Learning ICICKM (p. 423).
Juwaini, A. and et.al., 2022. The role of customer e-trust, customer e-service quality and
customer e-satisfaction on customer e-loyalty. International Journal of Data and
Network Science. 6(2). pp.477-486.
5

Lai, P.L. And et.al., 2022. Determinants of customer satisfaction with parcel locker services in
last-mile logistics. The Asian Journal of Shipping and Logistics. 38(1). pp.25-30.
Lau, T. and et.al., 2019. Customer satisfaction with sommelier services of upscale Chinese
restaurants in Hong Kong. International Journal of Wine Business Research.
Li, H. and et.al., 2020. Comprehending customer satisfaction with hotels: Data analysis of
consumer-generated reviews. International Journal of Contemporary Hospitality
Management.
Liu, J. M., Borazon, E. Q. and Santamaria, J. G. O., 2021. Antecedents of quality performance in
the Philippine micro, small, and medium hospitality sector. Asia Pacific Business
Review. 27(4). pp.559-582.
Majeed, M. and et.al., 2022. An analysis of the effects of customer satisfaction and engagement
on social media on repurchase intention in the hospitality industry. Cogent Business &
Management. 9(1). p.2028331.
Oh, S. and et.al., 2022. Deep learning model based on expectation-confirmation theory to predict
customer satisfaction in hospitality service. Information Technology & Tourism. 24(1).
pp.109-126.
Ortiz-Bonnin, S. and et.al., 2021. Linking ‘unit emotion work’to customer satisfaction and
loyalty: A multilevel study in the hospitality industry. Current Psychology, pp.1-14.
Paposa, K. K. and Paposa, S. S., 2022. From Brick to Click Classrooms: A Paradigm Shift
During the Pandemic—Identifying Factors Influencing Service Quality and Learners’
Satisfaction in Click Classrooms. Management and Labour Studies,
p.0258042X211066234.
Phadungjit, S., Sornsaruht, P. and Pimdee, P., 2021. Determinants of Thai Health Food
Restaurant Customer Satisfaction. Turkish Journal of Computer and Mathematics
Education (TURCOMAT). 12(14). pp.5782-5789.
PJ, S. and et.al., 2021. Service quality and customer satisfaction in hospitality, leisure, sport and
tourism: an assessment of research in Web of Science. Journal of Quality Assurance in
Hospitality & Tourism. pp.1-27.
Prasad, R. K. and Verma, S., 2022. Service quality measures: systematic literature review and
future research directions. International Journal of Management Practice. 15(1). pp.9-
23.
Rahuman, A. A., Akram, A. M. and Siraji, M., 2022. Service Quality and Customer Satisfaction:
Evidence From State Commercial Banks in Ampara District. Daengku: Journal of
Humanities and Social Sciences Innovation. 2(1). pp.9-18.
Santarcangelo, V. and et.al., 2022. Innovative Approaches for Customer Satisfaction and Quality
Service Evaluation in Matera 2019. In Advances in Intelligent Data Analysis and
Applications (pp. 299-308). Springer, Singapore.
Secchi, E., Roth, A. and Verma, R., 2019. The impact of service improvisation competence on
customer satisfaction: Evidence from the hospitality industry. Production and
Operations Management. 28(6). pp.1329-1346.
Sharma, M. and et.al., 2022. Exploring post-adoption behaviors of e-service users: Evidence
from the hospitality sector/online travel services. Technology in Society. 68. p.101781.
Teoh, K.B. And et.al., 2022. A Study on Customer Satisfaction of Telekom Malaysia
Broadband. Asia Pacific Journal of Management and Education (APJME). 5(1). pp.79-
93.
6

Torlak, N. G., Demir, A. and Budur, T., 2019. Impact of operations management strategies on
customer satisfaction and behavioral intentions at café-restaurants. International Journal
of Productivity and Performance Management.
Wikhamn, W., 2019. Innovation, sustainable HRM and customer satisfaction. International
Journal of Hospitality Management. 76. pp.102-110.
Xess, A., Bhargave, H. and Kumar, P., 2021, August. A study on influence of eco-friendly
technologies in hospitality industry. In Journal of Physics: Conference Series (Vol.
1950, No. 1, p. 012024). IOP Publishing.
ZEQIRAJ, V. and NIMANI, A., 2022. Impact Of the Quality of Hospitality Services on
Customer Satisfaction-Kosovo Case Study. Quality-Access to Success. 23(186).
Zhang, M. and et.al., 2022. Integrated store service quality measurement scale in omni-channel
retailing. International Journal of Retail & Distribution Management.
7

Appendix
Q.1) Do you believe that customer satisfaction and growth of company is directly related to
each other?
 Yes
 No
Q.2) What according to you is the best technique related to improve the customer service
delivery?
 Introducing more number of services
 Schedule all services
 Address needs and requirements of customers
 All the above
Q.3) Do you agree that solving issues face by the customers will directly improve to the level of
customer satisfaction achieve by the company?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.4) What according to you are the departments that contribute in improving the customer
services in hotels?
 Front office
 Room service
 Restaurant service
 All the above
8

Q.5) What are the key advantages of ensuring the high quality services in hotels?
 It improves the customer satisfaction
 IT improve the brand value of hotel
 It generates sales for company
 All the above
Q.6) What is a major challenge of delivering high quality customer services in hospitality
sector?
 It improve the cost
 Changing customer expectations
 Competition
 All the above
Q.7) Do you agree with the fact that high quality of service delivery allow and favour the
company to take on the competitive advantage?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.8) Solving customer issues on a timely basis directly improve the customer satisfaction level
of the company?
 Yes
 No
 Neutral
Q.9) What technology hotels can use to improve the service delivery?
 Wi-fi infrastructure
 Digital conference facility
 Mobile communication and automation
 All the above
9