Unit 4: Research Project Data collection Assignment

Submission Front Sheet
Project Code: AB807H4TG
Programme: BTEC Higher National Diploma in Hospitality Management
Unit Title and Number: Research Project (Unit-4)
QFC
Is this a First Submission or Second Submission ?
Word Counts (5000-6000)
Turnitin Score
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RESEARCH
PROJECT

ABSTRACT
Service Quality considers as the most important factor within hospitality industry, to gain
sustainable and competitive advantages. It provides a great chance to hotels to gain the high
satisfaction and retention of their targeted audience, to run business profitably. For this purpose,
the two major hotels of UK that are Marriott and Hilton, use a number of strategic tools for
measuring their service quality, that their customers willing to pay for. This would help in
evaluating the gap between expected and actual performance of company, so that necessary
changes can be created to fulfil the same. Through the present research, it has been cleared that
by measuring the quality of services timely, efficiencies of outputs has been much increased.
This would make able both hotels to remain in competition and gain high sustainability as well.
Main intent of conducting this investigation is to analysis various number of
measurement ways via which hospitality industry can improves their service quality. For
achievement of this, different activities or tasks have been done by researcher. Literature review
is most essential section of research which have been completed by analysing point of view of
different authors about the research aim and objectives. Research methodology is another
important section which have been done by using different methods such as qualitative and
qualitative research, sampling method, primary and secondary methods of data collection,
research approach, strategies, philosophies etc. These were used by researcher which helped
them in completion of research systematically. Data analysis have been done by using thematic
analysis which helped an investigator to achieve better outcomes for research. Conclusion and
recommendation is last activity of research project and in which research aim and objectives
were addressed in systematic manner.

TITLE :
“To identify ways through which an organisation can measure service quality within
Hospitality Industry”. A case study of Marriott Hotel and Hilton Hotel in London”
CHAPTER 1 – INTRODUCTION
Overview of the research
Service quality plays a main role behind success of every organisation that deals in
hospitality industry. Here, management of such companies focuses more on understanding what
their targeted customers want, with purchasing power of them. This would help in offering better
quality of services to customers, on reasonable price rates. In context with hotels, with increase
in competition within given sector, it becomes highly important for them to measure their service
quality for getting retention of customers. An enterprise that mainly deal in hospitality and
service sector to give better services to the customers (Dedeoğlu and Demirer, 2015). For this
purpose, a number of tools can be used, in terms of assurance-responsiveness, reliability,
tangibility and empathy. In light of these aspects, the present research is going to make a
discussion on possible managerial implications taken by hotel industries, for increasing the
efficiencies of service-quality.
Conceptual framework of Research
There are different chapters which will be explain for completing this research project in
systematic manner. These are determine as under:
Chapter 1: Introduction: It is a first activity which will be includes research aim,
objectives, questions, overview of the research , background of an organisation, rationale etc.
These will helps an investigator to do next chapter in systematic manner.
Chapter 2: Literature review: Main purpose of this chapter is to find out conflicts in
previous study. In this section, different number of books, articles, publication research will be
used by researcher for identifying opinion of authors about the research aim and objectives.
Chapter 3: Research methodology: It is another main section of research project which
includes different methods such as primary and secondary method of data collection, qualitative
and quantitative research, sampling method etc. Theses will support a researcher to collect
accurate information and perform research in more systematic and effective manner.
1

Chapter 4: Data analysis and interpretation: In order to analysis accurate data about the
current study, quantitative method of data analysis will be apply by researcher. As in this method
different tables, graph etc. will be develop by researcher.
Chapter 5: Conclusion and recommendation: It is a last chapter of research project
which will helps an investigator to address each objectives of research systematically and
essentially.
Background of the organisation
Marriott Hotel is a brand of high-tech services that was founded by J. Williard Marriott in
1957 (Marriott Hotels, 2019). While the global brand i.e. Hilton Hotel & Resorts was founded in
1919 by Conrad Hilton. Hilton Worldwide Holdings is one of the biggest hospitality companies
in the world (Hilton Worldwide Holdings, 2019). Both are consider international brand in accord
the world. As the main objective of present research is to measure the service quality of hotels as
per different perspective of customers, therefore, a case study is done on two biggest hotels of
UK that are – Hilton Hotel of London and Marriott Hotel. Both of these hotels offer a number
of services such as amazing discounts on leisure and luxury services, various amenities like
digital check-in and check-out process, keyless entry, Wi-Fi etc. to enhance the experience of
customers. In order to gain sustainability, Hilton Hotel concerns more on evaluating its
performance in terms of service qualitative via social listening method, which refers to a process
of data collection from social stage. It would help in analyzing where the performance lack and
what its targeted customers mostly willing to pay. This method is the process of collecting data
from social stage and on the chosen topic. Using this model, social know how is made such as
what people thinks about anything, what is their perception along with what are their reaction
after retrieval of the services. Also, collected data is used to be analyzed to ascertain trends along
with helpful perception. This is useful to influence wide scope of activities such as operations,
product issues and solving, changes into the services delivery or management along with
building of the advertising approaches. In context with Marriott Hotel, to evaluate where it fails
to gain desired performance of business, its management gives priority to apply Service Quality
Gap Model, for measuring its effectiveness and make improvement in the same (Quality in
Hospitality – Marriott Hotels case study, 2018). If the customer perceives that a service meets
their expectation, then they would be satisfied. It’s a gap method for purpose of service quality
measurement, which is the tool which can be useful by product manager across the industries.
2

This model provides a framework which can be used to understand what customers are actually
preferred, to purchase services of respective hotel. Therefore, by identifying the gap between
expected and current performance, its management make changes accordingly.
Research aim
Main aim of this research is “To identify different ways through which an organisation can
measure service quality within Hospitality Industry”. A case study of Marriott Hotel and Hilton
Hotel in London”
Research objectives:
Research objectives are the aim which is set to carry out by researcher to conduct
research effectively along with purpose and aim in mind.
 To determine the concept of service quality measurement in hospitality industry
 To identify areas of improvement within Marriott and Hilton Hotel to improve service-
quality.
 To determine the impact of service quality on customer loyalty in hotel sector.
 To identify strategies by which better service quality of hotels can be measured and
improved.
Rationale of the research
The main aim behind selecting the given research topic i.e. service-quality of hotel
industry, is to evaluate how such organisations improving their services to gain high profitability
and retention of targeted customers. By making an investigation on given topic, researchers can
enhance their skills and level of knowledge within hospitality industry, behind their success
(Dedeoğlu and Demirer, 2015). Moreover, the purpose or say point reason such as service
quality, its effective fulfilment along with solving issues to bring reliability, responsiveness,
assurance, tangibility and empathy in terms of the hotel services. Also, reason behind carry out
the research is the continuous going of problem being occurred into the hospitality industry and
which as simply led to burden on its performance or continuous operation to be undertaken.
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CHAPTER 2 : THE LITERATURE REVIEW
Literature review consider more significant part of research methodology. Main purpose
of literature review is to analysis inconsequence or conflict in previous study. Along with this, in
this part of research project, each objectives of study will be address in more effective and
accurate manner.
The concept of service quality measurement in hospitality industry
According to the Ali Ramezani Ghotbabadi, 2015, Service quality measurement
introduces as one of the essential measurement tools for an organisation to know consumers'
needs and demands by identifying the experience of consumers as well as customers' satisfaction
on the services provided. As per the views of Dedeoğlu and Demirer (2015), it has been analysed
that measuring service-quality and investigate its relationship with customer satisfaction and
their retention, is considered as the important aspect in running business within hospitality sector
in sustainable manner. This concept also paid high attention for hotels in offering best services to
their targeted customers. While, perceived service-quality can be defined as an indistinct
construct of services in terms of goodness, luxury and high-valued for customers. It is also
distinguished as the judgement of customers about superiority and excellence of a hotel that
provided them desired satisfaction. Therefore, to measure service quality to gain positive
judgement of customers, hotels can adopt the concept of RATER i.e. Reliability, Assurance,
Tangibles, Empathy and Responsiveness. Hereby, reliability relates with ability of performing
the best services, while, assurance as courtesy and knowledge of employees with skills to inspire
trust and confidence. Along with this, physical facilities, appearance of personnel etc. show the
tangibility and how a hotel treat its consumers entails empathy on individual manner. While,
willingness for serving best services to customers with assurance for courtesy of employees, can
be defined as responsiveness. All these factors will help an organisation in measuring their
service quality.
On the other hand Kim, Vogt and Knutson, 2015, service quality measurement is one of
the essential and effective tools of measurement for hospitality industry to know consumer's
wants and needs by identifying customer's satisfaction and consumer's experience on the services
provided. In order to measuring service quality, SERVQUAL is considering more effective
model. This model is based on a set of 5 parts which have been systematically ranked by clients
4

to be most essential for service quality. Tangibles, Reliability, Responsiveness, Assurance and
Empathy are considering main dimensions which will support an enterprise to provide better
service quality to the customers. As it will support an organisation in its success and
development within given time period.
(Source: Theoretical Framework of Service Quality, 2018)
Areas of betterment within Marriott as well as Hilton Hotel also to enhnace service-quality
According to the above case study of Marriott hotel it has been concluded that Tsvetan
Bankov (2018), they are offering better quality of goods and services to customers, therefore,
organisation required to reduce their variants like what they want to offer and what clients are
willing to give (Quality in Hospitality – Marriott Hotels case study, 2018). It will be helpful for
receptive firm by this they can improve their overall services according to the customers and able
to get their desired goals effectively. In reference with case study of Hilton hotel there is article
which is given by Bredava (2018), this can be said that social media is the best tool or process by
which firm can make their few changes accordingly. After having higher technologies in their
work respective firm can get valuable feedback from the customers and able to exceed their
satisfaction level. With the help of this advantage firm can stay for long period of time within the
competitive era of business.
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Illustration 1: Theoretical Framework of Service Quality

The effect of service quality on loyalty of customers within hotel sector
As per opinion of Edmundas Jasinskas (2015), the most important thing that hotels and
other organisations which deals in hospitality sector are needed to pay attention is service-
quality. The reason behind this is its impact that either positively or negatively affects the
customer loyalty and their retention towards their products and services. If any hotel fails to
perform as per promised services then it will directly affect the reputation of business, in
respective marketplace (Impact of hotel service quality on the loyalty of customers, 2016).
Therefore, to increase customer experience and retention of them in business, it is essential for
hotels to give attention on identifying what they actually willingness, so that proper services can
be provided (Kim and et. al., 2015).
On the other hand Manhas and et. al., 2015, Customer loyalty introduces to an effective
situation where a client creates a loyalty or long standing preferences towards a specific service
or product. Along with this, customer loyalty is revolved in the repeated purchases the client
makes of a specific service and his or his favourable nature towards a service or products. It also
supports to market the goods and services in the customer's close family and friend circle. Apart
from this, better service quality will support hospitality industry by increasing customer base. It
will also assist an organisation by enhancing loyalty and trust among customers. As it supports
an organisation in its development and growth within given time duration. Service quality within
hospitality industry is one of the most essential parts for gaining or achieving a sustainable
competitive benefit and customer's confidence or loyalty in the competitive marketplace,
therefore quality of service can provide the hospitality industry a better opportunity to develop
competitive differentiations for an enterprise. There are mainly three dimensions of service
quality which is physical facilities, materials and staff. It also classified into two parts: technical
quality and functional quality. Both types of quality will support a hospitality industry by
increasing its profitability and market share within given time period.
Wyas by which better service quality of hotels can be measured and improved.
As per the view of Mardani and et. al. (2015), better service quality is require by each
hotel to attract maximum number of customers easily. Better service quality within hospitality
industry will helps an organisation in improvement of its success and growth at marketplace.
Clients survey administration by looking at the administration they get with the administration
they want. Administration principles are client desires expressed in a manner that is significant to
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workers. On the off chance that thoroughly thought out, the norms direct and invigorate workers;
they explain the administration task, pass on a feeling of need, and give benchmarks against
which representatives can pass judgement on their own exhibition and chiefs can pass judgement
on the workers' and the association's presentation.
Administration principles bring a client centre into the worker's everyday truth of
administration conveyance. Characterizing the administration job adequately begins with formal
investigation to acknowledge clients' chief administration needs. Speculating what clients respect
most in administration existing a "Russian roulette" impulsive into the entire chain of
administration improving activities or tasks, from setting administration norms to the staffing,
fixing, estimating, assessing, and compensating quality needed to support the gauges. Along with
this, another critical aspect for classifying the administration job is to apply all possibility to
impart and strengthen administration norms—in collecting and education meetings; in interior
media, for illustration, work area signs, wallet cards, and divider publications; and in
performance calculation, judgement, and wages frameworks. Characterizing workers'
administration jobs unmistakably, reliably, and solidly is imperative to any association's
endeavours to improve administration. The conduct controlling and inspirational advantages of
administration benchmarks are definitely justified even despite the venture important to create
and strengthen them. Administration representatives need to recognize what amazing
administration means—and why they should think about conveying it.
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CHAPTER 3 – RESEARCH METHODOLOGY
Research methodology can be defined as the main part of a project that shows how
information is being collected to evaluate outcomes. For this purpose, a number of
methodologies are available to carry out a research in effective and efficient manner. For this,
research research onion framework will be followed by researcher. As this framework helps a
researcher by providing actual understanding about the each methods of research. The research
onion framework is applied in explaining the research methodology for investigation adopted
from Saunders & Lewis (2012). This framework have different outer and inner layer which are
determine as under:
Research Philosophies
It shows the manner under which specific information on a chosen topic is collected and
examined for addressing the framed objectives. It covers positivism, interpretivism as well as
realism which possess different-different approaches for data collection. In other words, research
philosophy also defines as an approach which provides researcher a way in which a data should
be collected, interpreted and be used by researcher. Research philosophy is an integral part of
research methodology, by which a researcher can develop his knowledge and can be more
innovative and creative in their methods of research. In simple words, researcher considers a
series of research choices to align the choices selected so as to connect with a research problem
and to come out with a proper solution. Research philosophy is based on beliefs and assumptions
about how a data should be gathered, analysed and used. The purpose of which is to use a
particular assumption to answer a specific problem in an organisation (Ali, Dey and Filieri,
2015).
Research approaches
There are basically two kind of research approach which are inductive and deductive. For
current investigation, inductive approach will be followed by researcher. As this approach will
support an investigator to collect accurate and reliable data about the study. On the other side,
deductive approach is not appropriate according to the current investigation because it not
provide valid data or information about the current topic.
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Research strategy
For conducting an investigation, researchers have got a number of research strategy such
as online and offline surveys, interviews, focus group and so on. So, under respective research,
project makers are going to use the questionnaire method for collection of primary data and
literature view via articles and journals for secondary data (Hapsari, Clemes and Dean, 2016).
Research Choice
Quantitative method : In this type of method, more focus is given to collect that data
which can be described in numerical form, like facts and figures of a company through statistical
analysis. However, there is no flexibility under the process of qualitative method, but as usually
large population is taken to collect primary information. Therefore, it helps in obtaining the more
accurate and efficient result, via questionnaires, online survey and more.
Qualitative method : This type of method is mainly based on theoretical information
where, researchers conduct in-depth analysis to carry out a research, by non-statistically. As
compared with quantitative, qualitative method is considered as more flexible, but in terms of
accuracy, it fails in giving the output result (Al-Tit, 2015).
Time Horizon
It is another important part of research methodology which will helps an investigator to
conduct research within given time period. Gantt Chart is consider more effective tool which will
be used for analysing starting and ending period for completion of research activities. In this
chart different activities have been done in systematic manner.
(Covered in Appendix)
Techniques, procedures and research instruments
For making an investigation on a chosen topic, hereby, researchers can use primary and
secondary data collection methods that may help in addressing the objectives in set period of
time (Ban and Ramsaran, 2017).
Primary Data- Gatherings the fresh or unused information in a research are known as
primary data. Hereby, such data can only be collected when researchers take the information
directly from respondents either by personal interview, questionnaire and more. This would help
in collecting the original data that increases the efficiency of research outcomes. Under present
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research, to analyse views of stakeholders of Marriott and Hilton hotels on their quality services,
project makers can choose appropriate methods from given methodologies of primary research - Observations- Under this method, by personally observing what is going in a field and
what selected stakeholders respond in a particular situation, researchers can collect
primary data and analyse the same for carrying out investigation in desired manner. Conducting Interviews- It is considered as the most important method to collect primary
information, whereby researchers can take interviews of chosen respondent verbally by
personal interaction. Such interviews can be done by using a number of techniques such
as telephonic, group discussion, face to face interview, structured and unstructured
interviews etc. (Dedeoğlu and Demirer, 2015). But it consumes a lot of time and money
that may delay the outcomes and affect efficiencies of research as well.
3. Questionnaire- In order to collect personal reviews in short period of time, with cost
efficiency, questionnaire method is considered as best one. Therefore, project makers of
present research are going to use this method for collecting primary information on
quality measures of chosen hotel, by framing a number of relevant questions that will
help in addressing the given objectives as well.
Secondary Data- Under this type of data, information is collected by taking the views of
other researchers that have already made investigation on same topic in their past. This would
help in analysing, measuring and making evaluation of such gathered information, to collect
secondary information. As major disadvantage of primary research is time and money
consumption, so secondary research get advantage over the same, in collecting information more
rapidly. But taking data from in-authenticate sources, may adversely impact on research
outcomes as well. The numbers of methods that help in gathering secondary information are
given as below - Company website – This site helps in collecting information related to profit, sales
invoice, balance sheet and other past records, to forecast future performance of company.
 External means- Under this method, books and journals, various articles of researcher’s
newspaper analysis and more can be taken, for gathering secondary information.
Therefore, to collect information of Marriott and Hilton hotels to measure their quality of
services, books and articles are reviewed by project makers (Han and Hyun, 2015).
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Research Sampling
Total Population
It shows the group of people, among whom sample will be selected for conducting the
primary research. Therefore, to get reviews of people that are being associated either with
Marriott or Hilton, are considered as entire population under current investigation.
Sample Size
This part of research methodology entails the number of participants that are being
chosen from company's respondents, either randomly or non-randomly. In this regard, under
present research, project makers have taken a sample of 80 participants, that are selected from
stakeholders of Marriott and Hilton hotels (Hussain, Konar and Ali, 2016).
Research Ethics
There are mainly three principles of research ethics which are informed consent
confidentiality and anonymity. These are main principles that must be used by researcher. As
these will helps an investigator to complete research activities or tasks in ethical and systematic
manner.
Research Limitations
There are certain issues faced by investigator while conduction of accurate data from the
respondents. Lack of fund, lack of time, unethical behaviour of respondents etc. are consider
major limitations which will directly impacted on researcher. Along with this, there are another
limitations faced by researcher while completion of research methodology section such as
selection of sample size, development of aim and objectives etc.
Research reliability and validity
Questionnaire is consider more essential important method of data collection. This
method helps an investigator by providing valid and reliable information about the current
investigation. As it will further support a researcher to drive valid conclusion within given time
duration.
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CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Q1) Are you have idea regarding the service-quality within hotel
industry?
Frequency
a) Yes 40
b) No 10
Table 1
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Figure 1: Survey Data, 2019
Interpretation: It has been interpreted knowledge about the service-quality in hotel
industry among respondents. 40 out of 50 respondents have aware about the concept of service
quality within hospitality industry. On the other side, remaining 10 respondents not have
accurate understanding regarding the service quality of hospitality industry. Therefore, majority
of respondents have proper knowledge about the service quality provided by hospitality industry
to their customers.
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Q2) Do you have any idea about the measurement of service quality
within hospitality industry?
Frequency
a) Yes 45
b) No 5
Table 2
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
5
Frequency
Figure 2: Survey Data, 2019
Interpretation: It has been concluded idea regarding the service quality measurement
within hospitality industry among customers. 45 out of 50 participants have idea whereas
remaining 5 participants not have any knowledge about the concept of service quality
measurement. Therefore, majority of the participants have accurate idea regarding the service
quality measurement within hospitality industry.
Q3) Does service quality is important for hospitality industry? Frequency
a) Yes 40
b) No 10
Table 3
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a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Figure 3: Survey Data, 2019
Interpretation: Above information has been determined significance of service quality
for hospitality industry. 40 stakeholders of an organisation have idea as better service quality
plays important role in business success and growth. Remaining 10 respondents not have any
idea about the same. Therefore, maximum number of participants have agree as better service
quality is important and essential part for the growth and success of hospitality industry within
given time period.
Q4) As per your opinion, on which factors hotel industry require to
concern for measuring importance of service-quality?
Frequency
a) Reliability 12
b) Empathy 10
c) Tangibility 8
d) Responsiveness 12
e) Assurance 8
Table 4
14

a) Reliability
b) Empathy
c) Tangibility
d) Responsiveness
e) Assurance
0
2
4
6
8
10
12
12
10
8
12
8
Frequency
Figure 4: Survey Data, 2019
Interpretation: According to the above data, it has been concluded requirement of
different factors for hotel industry while measurement of service quality effectiveness. For this,
12 respondents have idea as reliability is effective factor, 10 have knowledge as empathy is
useful factor for analysis effectiveness of service quality. 8 stakeholders of an organisation have
opinion as tangibility is important factor, 12 respondents have view as responsiveness is useful
factor of service quality measurement. Remaining 8 respondents have accurate opinion as
assurance is most essential factor for hospitality industry to measure service quality in systematic
manner.
Q5) Which factor supports in getting highly satisfied or loyal
customer within hotel industry?
Frequency
a) High-quality of service 20
b) Broad range of accommodation and facilities 15
c) Safety and Security measures 15
Table 5
15

a) High-quality of service
b) Wide range of accommodation and facilities
c) Safety and Security measures
0
2
4
6
8
10
12
14
16
18
20
20
15 15
Frequency
Figure 5: Survey Data, 2019
Interpretation: This graph has been determined importance of different factors while
increasing satisfaction level of customer in hotel industry. 20 out of 50 stakeholders have view as
company must provide high-quality of service to their customers. 15 respondents have opinion as
hospitality industry should provide wide range of accommodation and facilities to the visitors.
Remaining 15 respondents have knowledge; an organisation must measures to provide safety and
security to their visitors. As all these are important and essential factors which will helps an
enterprise to increase customer's base and achieve better outcomes easily.
Q6) What are the major areas which is important for Marriott and
Hilton hotel to improve their service quality?
Frequency
a) Use update technology 10
b) Measure customers service experience 10
c) Provide training to staff 15
d) Treat every guest like a VIP 15
Table 6
16

a) Use update technology
c) Provide training to staff
0
2
4
6
8
10
12
14
16
10 10
15 15
Frequency
Figure 6: Survey Data, 2019
Interpretation: This graph has been concluded significance of different area for Marriott
and Hilton hotel while improvement of their service quality. 10 respondents have opinion as
utilisation of update technology is more effective factor for organisations to improve their
service quality. 10 stakeholders have view as an enterprise must measure customer’s service
experience which will support an organisation in its success. 15 respondents have idea as
hospitality industry must give training to their staff which will supports them in treating
customers in important way. Remaining 15 respondents have knowledge as hospitality industry
must treat every guest like a VIP. Therefore, above discussed all these factors will support an
enterprise in its development and success.
Q7) Is service quality boost customers loyalty within hospitality
industry?
Frequency
a) Agree 35
b) Disagree 15
Table 7
17

a) Agree b) Disagree
0
5
10
15
20
25
30
35
35
15 Frequency
Figure 7: Survey Data, 2019
Interpretation: From the above given graph, it has been interpreted effectiveness of
service quality for an enterprise. 35 out of 50 respondents have opinion as better service quality
boost customer loyalty whereas remaining 15 stakeholders have not agree about the same.
Q8) What are the issues faced by Hilton Hotel and Marriott Hotel
while providing services to their customers?
Frequency
a) Change in customers demand 20
b) Improper management of services 16
c) Inadequate communication 14
Table 8
18

a) Change in customers demand
c) Inadequate communication
0
2
4
6
8
10
12
14
16
18
20
20
16
14
Column B
Figure 8: Survey Data, 2019
Interpretation: Every business organization face issues at the time of serving their services to its
customers. As it unfavourably impact on entire performance of an organisation and customers
experience as well. In this regards, 20 out of 50 participants give their views that change in
customers demand is major issues that faced by company at the time of providing their services
to its guest. It may reduce the sales of the business at market place. In addition of this, 16 people
think that improper management of services may negatively impact on customer’s experience.
Due to which, hotel may fail in retaining them longer period of time. On the other side, 14
participants think that inadequate communication is also consider an issues through which hotel
fail in communicating with their guest and also understand their demand.
Q9) What are the strategies through which Hilton Hotel and
Marriott Hotel can overcome from issues while providing services to
its customers?
Frequency
a) Adoption of flat communication 14
b) Market research 20
c) Provide better training programs 16
Table 9
19

a) Adoption of flat communication
c) Provide better training programs
0
2
4
6
8
10
12
14
16
18
20
14
20
16
Column B
Figure 9: Survey Data, 2019
Interpretation: It is more essential for hospitality industry to reduce all the challenges
while providing services to its customers. With the help of this, hotel can easily improve their
performance and also invite maximum number of customers towards its offerings. In this
context, 14 out of 50 respondents think that adaption of flat communication is one of the
effective way to communicate with customers and its employees as well. This may improve the
positive customers experience towards its offerings. Along with this, 20 people think that
undertaking market research is also an effective way that help business organisation to analyse
customers’ needs and wants before offering them quality products. Apart from this, 16
participants give their views that providing better training programs to workers is also effective
hat contribute in making them able to handle their customers. This will improve the profitability
level at market place.
Q10) What are the ways used by hotel to measure service quality
offered to customers?
Frequency
a) Six sigma 16
b) PDSA 14
c) Lean Production 20
20

Table 10
a) Six sigma b) PDSA c) Lean Production
0
2
4
6
8
10
12
14
16
18
20
16
14
20
Frequency
Figure 10: Survey Data, 2019
Interpretation: There are different strategies are there which used by hotel to effectively
measure the service quality that offered to its clients according to its requirement and wants. As
it may increase the chances of providing better satisfaction to its customers and also make them
satisfied. In this regards, 16 out of 50 respondents think that Six sigma is also consider as an
effective strategy that used by hotel to improve quality of the output of reducing the defects and
at the same time also minimizing variability in manufacturing process. In addition of this, 14
people think that PDSA is also and effective strategy that used to plan, do, study and act in order
to resolve the issues and at the same time also improve the process manufacturing and change as
well. On the other side, 20 participants think that lean production strategy is play a crucial role in
measuring service quality that offer to the customers as per their requirements.
Q11) What are the benefits or advantages of good customer service
for Hilton Hotel and Marriott Hotel?
Frequency
a) Improved brand image 15
b) Increment in customer base 20
21

c) Increment in sales and profitability 15
Table 11
a) Improved brand image
b) Increment in customer base
c) Increment in sales and profitability
0
2
4
6
8
10
12
14
16
18
20
15
20
15
Frequency
Figure 11: Survey Data, 2019
Interpretation: Good customer’s services are important for company to improve their
goodwill at market place as it helps them in capturing customer’s attention towards their
services. As it also give various advantages to organisation to improve their brand image at
competitive market place. In this regards, 15 out of 50 participants think that good customer’s
services help in improving goodwill of an organisation at market place. Along with this, 20
people give their views that it may support in enhancement of customers base by inviting them
towards its offerings. On the other side, 15 participants said that good customer’s services assist
in enhancing sales as well as profitability ratio of enterprise which may aid in establishing strong
image at market.
Q12) Does better customer services helps hospitality industry in
accomplishment of competitive advantages?
Frequency
a) Yes 40
b) No 10
22

Table 12
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Figure 12: Survey Data, 2019
Interpretation: Better customers services is essential for an enterprise by enhancing the
overall performance of hospitality industry as it help them in attaining competitive advantage
from its rivals. In context of this, 40 people give their views that better customers services are
may support hospitality industry to accomplish their competitive advantage at market. On the
other side, remaining 10 respondemts are not aware about this theme.
Q13) According to you, which organisation i.e. Hilton Hotel and
Marriott Hotel provide better services?
Frequency
a) Hilton Hotel 30
b) Marriott Hotel 20
Table 13
23

a) Hilton Hotel b) Marriott Hotel
0
5
10
15
20
25
30
30
20
Frequency
Figure 13: Survey Data, 2019
Interpretation:It has been examined that Hilton and Marriott hotel serve better quality in
their services to their all clients according to their requirement. This will improve their strong
customer’s base and at the same time also support them in capturing larger market share from its
rivals. In addition of this, 30 out of 50 respondents are agree with this statement as they think
that both hotel are serve best quality service that help them in building strong customers base. On
the other side, 20 respondents are not favour with this theme.
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CHAPTER 5: RECOMMENDATION AND CONCLUSION
Recommendation
From the above information, it has been recommended that better service quality within
hospitality industry is more beneficial for its growth and success. As it will further helps them by
increasing customer base and also improving their brand image in marketplace. There are some
recommendation to Hotel Marriott and Hilton Hotels Group about how to improve their service
quality. These are described as under:
 Hotel Marriott must make an improvement in their strategies of delivering quality. As it
will helps them to maximise customer base and attain better results within given time
duration. The manager of the hotel must take a feedback from the customers in which
they will share their overall experiences to which they came across at the time of
checking out from the hotel. Further, Hotel Marriott should also revert back to their
customers who have given feedbacks after making improvement in the provided
feedbacks so that customers feel to go again as their preferences are considered there.
Online negative feedbacks must be answered as these are visible not only to some people
but lots of people and will impact much upon the sales and revenues of the organisation.
 Recommendation is also provided to Hilton Hotels Group to consult from their
employees as well because they are also connected with the customers and observes their
choices and preferences. With the help of this, it will be possible to provide them with
better service experiences that will help in improving the overall revenue and brand
image of the organisation. Hilton Hotel could must conduct timely meeting for the
betterment and growth of their policies as the business is dealing in rapid changing
environment so on the very basis the changes in the policies and strategies of the
company are also important to be made.
Conclusion
It has been concluded that quality is an important aspect for all the organisations and with
the help of this, it will be possible to make improvement in the overall services of the company
to provide their customers with better service experience. In addition to this, it has also been
concluded that advantage an enterprise with a development as well as extension chances which
played vital role toward the future accomplishment of an enterprise. Along with this better
25

quality in service is much more essential for the development and success of company in
customer's mind as well as in marketplace also. Different tools of service quality measurement
have been used such as Reliability, Empathy, Tangibility, Responsiveness and Assurance. These
are effective and essential for an organisation to produce better service quality to their customers
and increase loyalty among them. Lastly, the conclusion has been drawn about the continuous
evaluation and improvement in the strategies and policies of the hotels according to the tastes
and preferences of customers and with the changing environment of the market so that it could
become possible for the companies to have sustainable competitive advantage over their
competitors.
CHAPTER 6: REFLECTION AND ALTERNATIVE RESEARCH
METHODOLOGY
Reflection
I am happy that I got an interesting chance for conducting research over a broad topic i.e.
“To identify ways through which an organisation can measure service quality within Hospitality
Industry”. A case study of Marriott Hotel and Hilton Hotel in London” By performing this
research, I learned about the importance of service quality measurement within hospitality
industry. This topic helped me by improving my literature review knowledge, data analysis and
data interpretation skill etc. Throughout this investigation, I also faced different challenges such
as lack of money, improper time, unethical behavior from respondents side etc. In order to solve
these issues I try my best and used ethical consideration in systematic manner.
This research report is fully centred on to measure the service quality and issues that
impact on its effectiveness in hospitality industry. However, it is regarded as one of the crucial
sector which is directly link with customer satisfaction and organisation growth in an effective or
efficient manner. Hence, as a researcher I takes an initiative to gathered all kinds of suitable
information which leads me to provide appropriate solution for hospitality sector in innovative
and creative style. Along with this, to collect opinion from targeted population I make use of
different data collection method i.e. primary and secondary which help me to acquire valid or
reliable information that improved the overall performance of project in a better manner.
Additionally, I applied qualitative research technique for making research more authentic and
26

accurate because with the help of this tool it helped me to gather information in a detailed
manner without nay hindrances or ambiguity.
Alternative research methodology
For collecting accurate information regarding the current study, different methods or
approaches have been used by investigator such as primary and secondary method of data
collection, qualitative and quantitative research, research philosophy, research strategy, research
approach, research instrument i.e. questionnaire etc. are consider more effective methods. All
these are useful methods of collecting accurate information about the topic. There is an
alternative research method which is interview. It is also essential method for gathering
appropriate and useful information regarding the current study.
27

REFERENCES
Books and Journals
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delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
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on brand image in hospitality sector. International Journal of Hospitality Management.
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satisfaction in Pakistan International Airlines: Findings from foreigners and overseas
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Hussain, K., Konar, R. and Ali, F., 2016. Measuring service innovation performance through
team culture and knowledge sharing behaviour in hotel services: a PLS
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Research, 39(2), pp.170-197.
Lee, J.S., Back, K.J. and Chan, E.S., 2015. Quality of work life and job satisfaction among
frontline hotel employees: A self-determination and need satisfaction theory
approach. International Journal of Contemporary Hospitality Management, 27(5),
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SERVQUAL method to measure the service quality in certification & inspection
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nature of service quality in a sharing economy: A social exchange theory perspective of
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Rauch, D.A., Collins, M.D., Nale, R.D. and Barr, P.B., 2015. Measuring service quality in mid-
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pp.87-106.
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Online
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Through:< https://awario.com/blog/hilton-social-media-case-study/>.
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https://www.linkedin.com/pulse/quality-hospitality-marriott-hotels-case-study-tsvetan-
bankov>.
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<https://www.tandfonline.com/doi/full/10.1080/1331677X.2016.1177465>.
Service Quality vs. Customer Satisfaction: Perceptive of Visitors to a Public University Library.
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APPENDIX 1
1. Time-frame
31

APPENDIX 2
2. Questionnaire
Questionnaire
Q1) Are you have idea regarding the service-quality within hotel industry?
a) Yes
b) No
Q2) Do you have any idea about the measurement tools of service quality within
hospitality industry?
a) Yes
b) No
Q3) Does service quality is important for hospitality industry?
a) Yes
b) No
Q4) As per your opinion, on which factors hotel industry require to concern for measuring
importance of service-quality?
a) Reliability
b) Empathy
c) Tangibility
d) Responsiveness
e) Assurance
Q5) What are the main factor that assist in getting satisfied or loyal customer within hotel
industry?
a) High-quality of service
32

b) Wide range of accommodation and facilities
c) Safety and Security measures
Q6) What are the major areas which is important for Marriott as well as Hilton hotel also
to improve their service quality?
a) Use update technology
b) Measure customers service experience
c) Provide training to staff
d) Treat every guest like a VIP
Q7) Is service quality boost customers loyalty within hospitality industry?
a) Agree
b) Disagree
Q8) What are the issues faced by Hilton Hotel and Marriott Hotel while providing services
to their customers?
a) Change in customers demand
b) Improper management of services
c) Inadequate communication
Q9) What are the strategies through which Hilton Hotel and Marriott Hotel can overcome
from issues while providing services to its customers?
a) Adoption of flat communication
b) Market research
c) Provide better training programs
Q10) What are the ways used by hotel to measure service quality offered to customers?
a) Six sigma
33

b) PDSA
c) Lean Production
Q11) What are the benefits or advantages of good customer service for Hilton Hotel and
Marriott Hotel?
a) Improved brand image
b) Increment in customer base
c) Increment in sales and profitability
Q12) Does better customer services helps hospitality industry in accomplishment of
competitive advantages?
a) Yes
b) No
Q13) According to you, which organisation i.e. Hilton Hotel and Marriott Hotel provide
better services?
a) Hilton Hotel
b) Marriott Hotel
Q14) Provide any recommendation to Hilton Hotel and Marriott Hotel in improvement of
its success and growth at marketplace.
34