Tourism and Hospitality Research and Analysis - ITC Grand Chola

Running head: TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS
Tourism and Hospitality Research and Analysis
Name of the student
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS1
Executive Summary
This report proposes to examine the impact of service quality on the satisfaction level of the
consumers in ITC Grand Chola. The objectives, research questions and hypothesis has been
formulated in the study to effectively examine the impact of the different factors on the
performance of the organisation. Consumer loyalty has also been chosen as a critical factor in
addressing the performance of the hotel. The study had proposed to perform quantitative analysis
by developing a survey question and choosing 250 consumers in Chennai, India. The timeline
had been developed to provide a detail of the activities to be performed.

TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS2
Table of Contents
Background of the study..................................................................................................................3
Rationale..........................................................................................................................................4
Aim and objectives..........................................................................................................................4
Research questions.......................................................................................................................5
Research Hypothesis....................................................................................................................5
Literature review..............................................................................................................................5
Research Methods............................................................................................................................7
Timescale.........................................................................................................................................9
References......................................................................................................................................11

TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS3
Topic: Examining the impact of service quality on customer satisfaction in ITC Grand Chola,
Chennai, India
Background of the study
This report proposes to examine the role of service quality on improving the satisfaction
level of the consumers in ITC Grand Chola, Chennai, India. Globalisation has led to intense
competition in the hospitality industry where consumer satisfaction and service quality are key
aspects in gaining edge over the competitors. Hospitality organisations are always struggling to
maintain their optimum position due to the high turnover and service oriented processes within
the industry. Past studies have addressed the aspects of service quality and customer satisfaction
in various instances which showed that service quality has significant impact on the satisfaction
of consumers (Garga and Bambale 2016). However, the current market analysis shows that
majority of the organisations are focused on developing loyalty among the consumers and
generate a better brand image in the market.
As stated by Ramamoorthy et al. (2018), service quality leads to higher profitability for
the organisations. Hotel industry is one of the most recognisable and complex industry in the
global market. In the past two decades, there has been significant changes in the traditional
methods of operations and services within hotels. The travel and tourism market has been
booming in nature which has resulted in the increase in demand of hotels. The major challenge
faced by the hotel organisations is the change in the rapidity and volume of competition in the
market (Garga and Bambale 2016). In majority of the instances, customer satisfaction has been
considered the key to gaining higher profit margin but empirical evidences showed that customer
satisfaction does not guarantee retention of the consumers. Customer loyalty is a critical element
in ensuring that consumers will continue availing the services offered by the organisation.
ITC Grand Chola is the third largest hotel in India and has been designed by SRSS which
are Singapore based architects. It is a mixed use centre and has been divided into three wings and
developed on the Tamilian architecture (itchotels.in 2020). It based on the Chola dynasty and is
one of the luxury collections in Starwood Hotels Group. It is built in the shape of an Indian
temple consisting of four entrances which is common among all the temples in South India. The
hotel consists of 33 double bedrooms, 43 single bedrooms and 2 triple bed room apartments
(itchotels.in 2020). It is a five star hotel and first of its kind to achieve the 5 star GRIHA rating