Importance of AI for Customer Satisfaction: Coral View Island Resort

This dissertation investigates the impact of artificial intelligence (AI) on customer satisfaction within the hotel industry, using the Coral View Island Resort in Malaysia as a case study. The research begins with an introduction outlining the research aim, objectives, questions, and hypothesis, followed by a literature review examining existing scholarship on AI and customer satisfaction in the hotel sector. The methodology chapter details the research design, approach, strategy, sampling methods, data collection, and ethical considerations. The subsequent chapters present data analysis, discussion of findings, and conclusions with recommendations. The study aims to understand if AI implementation in hotels affects customer satisfaction levels, analyzing data from the Coral View Island Resort to explore AI's role, its need, and its relationship with customer satisfaction. The dissertation concludes with recommendations for improving customer satisfaction in the hotel industry and suggests areas for future research.

Running head: DISSERTATION
Importance of artificial intelligence for raising the customer satisfaction level: A case study of
the Coral View Island Resort of Malaysia
Name of the Student
Name of the University
Author Note

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
The aim of this research is to understand if the implementation of artificial intelligence in hotels
have an effect on customer satisfaction levels and for this, the case study of the Coral View
Island Resorts in Malaysia. The first chapter of the research paper embodies the aim and purpose
of the research. The objective of the research is to understand if the implementation of artificial
intelligence within the hotel sector prove to be favorable for increasing the level of customer
satisfaction. This chapter also outlines the objectives of the research and the various research
questions that it tries to understand in the course of the work. The second chapter of the
dissertation examines the views and the opinions provided by various scholars and authors on the
issue of artificial intelligence and its use in the hotel industry. Furthermore, their opinions are
also underlined where they judge the importance of artificial intelligence for increasing the level
of customer satisfaction. The third chapter of the dissertation outlines the various methods that
are used for the proper execution of this research. This chapter also looks in to the different
ethical considerations that have been adhered to in order to maintain the authenticity of the
research. The forth chapter includes within it the data collected from the case study of the Coral
View Island Resorts of Malaysia with regards to the level of customer satisfaction this hotel
enjoys. In this regard, the feed backs of the customers are analyzed in a qualitative manner. This
chapter looks in to the data gathered from the previous chapter and relates it with the information
collected in the literature review section of the research. It gives the researcher a comprehensive
idea of the research aim and allows him to justify the hypothesis so made. The last chapter of the
dissertation synthesizes all the information that have so far been collected. It examines the
research objectives and justifies them by linking it with the data findings section and literature
review. This chapter also provides certain recommendations on how to improve the customer
satisfaction level of the tourists involved in the hotel industry.

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Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.0 Over view...............................................................................................................................4
1.1 Problem Statement.................................................................................................................4
1.2 Research Aim.........................................................................................................................5
1.3 Research Objectives...............................................................................................................5
1.4 Research Questions................................................................................................................6
1.5 Hypothesis.............................................................................................................................6
1.6 Research Rationale................................................................................................................6
1.7 Research Structure.................................................................................................................7
1.8 Summary................................................................................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.0 Over view...............................................................................................................................9
2.1 Conceptual Frame work.........................................................................................................9
2.2 Meaning of artificial intelligence.........................................................................................10
2.3 Importance of artificial intelligence within the hotel sector................................................13
2.4 Meaning of customer satisfaction........................................................................................15
2.5 Importance of customer satisfaction within the hotel industry............................................16
2.6 Relation between artificial intelligence and customer satisfaction in the hotel industry.....18
2.7 Summary..............................................................................................................................21

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Chapter 3: Research Methodology................................................................................................22
3.0 Over view.............................................................................................................................22
3.1 Research Outline..................................................................................................................22
3.2 Research Philosophy............................................................................................................22
3.2.1 Application of research philosophy..............................................................................22
3.3 Research Approach..............................................................................................................23
3.3.1 Application of research approach.................................................................................23
3.4 Research Design..................................................................................................................23
3.4.1 Application of research design.....................................................................................23
3.5 Research Strategy................................................................................................................24
3.5.1 Application of research strategy...................................................................................24
3.6 Sampling method and sampling size...................................................................................24
3.6.1 Application of sampling method and sampling size....................................................25
3.7 Data collection technique....................................................................................................25
3.7.1 Application of data collection technique......................................................................25
3.8 Data analysis technique.......................................................................................................25
3.8.1 Application of data analysis technique.........................................................................26
3.9 Ethical considerations..........................................................................................................26
3.10 Accessibility issues............................................................................................................26
3.11 Summary............................................................................................................................27

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Chapter 4: Data Analysis...............................................................................................................28
4.0 Overview..............................................................................................................................28
4.1 Data Analysis.......................................................................................................................28
4.2 Summary..............................................................................................................................34
Chapter 5: Discussion....................................................................................................................35
5.0 Over view.............................................................................................................................35
5.1 Theme 1: Significance of artificial intelligence within the field of hotel industry..............35
5.2 Theme 2: Need of artificial intelligence within the hotel industry......................................37
5.3 Theme 3: Relationship between artificial intelligence and its impact on the extent of
customer satisfaction within the hotel industry.........................................................................39
5.4 Summary..............................................................................................................................41
Chapter 6: Conclusion and recommendation.................................................................................42
6.0 Conclusion...........................................................................................................................42
6.1 Linking with objectives.......................................................................................................42
6.2 Recommendations................................................................................................................44
6.3 Future scope of study...........................................................................................................45
References:....................................................................................................................................46
Appendix........................................................................................................................................57
Interview Schedule....................................................................................................................57

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Chapter 1: Introduction
1.0 Over view
With the induction of the ideas of globalization and liberalization, the territorial
boundaries of the various nation states of the world have become easier to cross without much
obstruction (Russell & Norvig, 2016). This has provided an opportunity to the people of the
world to travel from one country to another as per their will and financial ability (Bharucha &
Fukey, 2017). The issue of migration has come to occupy a significant place in the contemporary
world order as it is seen to have a preponderant influence on the economic, political, cultural and
social frame work of the society (Ohlan, 2018).
One of the significant changes that has been brought about by the issue of migration is
the rise in the hotel industry (Bilgihan & Wang, 2016). The movement of people, also known as
tourists, from one place to another in search of a leisure activity for a temporary period of time
necessitates the need to stay in a hotel (Ghahramani, 2015). Thus, the rise in this tourism sector
of the world has observed a related rise in the hotel industry (Van Niekerk, 2016).
In this regard, it can be seen that the continuous growth and development of the hotels are
required in order to keep the customer satisfied and happy (Aydalot & Keeble, 2018). The Coral
View Island Reost is one of the most popular hotel in the country of Malysia ("Coral View Island
Resort", 2019). The Resort however, has the issue of not having enough parking space and that
the staffs of the hotel cannot cater to the needs of the customers.
1.1 Problem Statement
The use of technology in the various fields of human activity is highly encouraged in the
contemporary world (Ku et al., 2019). Technology has the power and ability within it to make

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the lives of people easier. As a result, it can be observed that such technological developments
has assumed significant position in the hotel sector so as to effectively manage the influx of the
customer sand to guarantee to them a comfortable stay (Joppa, 2015). The main objective of the
customers during their period of travel is to find leisure and peace. In this sense, the use of
artificial intelligence in the hotel industry is highly preferred by the employees of the sector as it
reduces the scope of mistakes (Webster & Ivanov, 2019). However, there exists a debate whether
the implementation of artificial intelligence can lead to the increase in the level of customer
satisfaction in the face of reduced human interaction (Huang & Rust, 2018).
1.2 Research Aim
The aim of this research is to understand if the implementation of artificial intelligence in
hotels have an effect on customer satisfaction levels and for this, the case study of the Coral
View Island Resorts in Malaysia.
1.3 Research Objectives
The objectives of the research are as follows:
1. To understand the idea of artificial intelligence and the significant role played by it within the
hotel industry.
2. To examine the need of artificial intelligence within the hotel industry of Malaysia.
3. To analyze how artificial intelligence is related to the customer satisfaction levels by taking in
to consideration the case study of the Coral View Island Resort in Malaysia.
4. To provide recommendations on how to improve the level of customer satisfaction in the hotel
industry.

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1.4 Research Questions
The research questions can be stated as follows:
1. What is the idea of artificial intelligence and the significant role played by it within the hotel
industry?
2. What is the need of artificial intelligence within the hotel industry of Malaysia?
3. How is artificial intelligence related to the customer satisfaction levels by taking in to
consideration the case study of the Coral View Island Resort in Malaysia?
4. What are the various recommendations that can be suggested to improve the level of customer
satisfaction in the hotel industry?
1.5 Hypothesis
Ho - Artificial intelligence does have a significant positive impact on increasing customer
satisfaction.
H1 - Artificial intelligence does not have a significant positive impact on increasing customer
satisfaction.
1.6 Research Rationale
The twenty first century has seen a sudden surge in the use of various technological
instruments and mechanisms in almost all the sector of human activities (Turcu & Turcu, 2017).
This is due to the reason that the use of technology allows people to minimize on the number of
errors made and to execute their work efficiently in a time bound manner (Schluse et al., 2018).
In this context, it can be observed that the productivity level of the various sectors has increased
considerably with the turn of the century. One of the major developments of technology is that of

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artificial intelligence (Gallo et al., 2018). Artificial intelligence signifies the use of those
machines and instruments which have the ability to judge a particular situation and then take the
necessary actions. Such artificial intelligence is highly preferred because of its level of efficiency
and the remote human nature which is attached with it in the context of its critical thinking
ability (Walczak, 2016).
However, the use of artificial intelligence is yet to be introduced effectively within the
field of the hotel industry (Kozlov, 2017). The hotel industry deals with many different people
all throughout the year and their satisfaction level is seen to be the priority of this industry
(Oberoi, Patel & Haon, 2017). This research tries to understand if artificial intelligence is needed
within the hotel industry and does its implementation aid in increasing the satisfaction level of
the customers (Holt, 2018). This is significant to understand because in that regard, this research
would be able to argue for the need of artificial intelligence in the hospitality industry (Bowen &
Morosan, 2018).
1.7 Research Structure
Introduction – The first chapter of the research paper embodies the aim and purpose of the
research. The objective of the research is to understand if the implementation of artificial
intelligence within the hotel sector prove to be favorable for increasing the level of customer
satisfaction. This chapter also outlines the objectives of the research and the various research
questions that it tries to understand in the course of the work.
Literature Review – The second chapter of the dissertation examines the views and the opinions
provided by various scholars and authors on the issue of artificial intelligence and its use in the
hotel industry. Furthermore, their opinions are also underlined where they judge the importance
of artificial intelligence for increasing the level of customer satisfaction.

11DISSERTATION
Research Methodology – The third chapter of the dissertation outlines the various methods that
are used for the proper execution of this research. This chapter also looks in to the different
ethical considerations that have been adhered to in order to maintain the authenticity of the
research.
Data Findings – The forth chapter includes within it the data collected from the case study of
the Coral View Island Resorts of Malaysia with regards to the level of customer satisfaction this
hotel enjoys. In this regard, the feed backs of the customers are analyzed in a qualitative manner.
Data analysis – This chapter looks in to the data gathered from the previous chapter and relates
it with the information collected in the literature review section of the research. It gives the
researcher a comprehensive idea of the research aim and allows him to justify the hypothesis so
made.
Conclusion and Recommendations – The last chapter of the dissertation synthesizes all the
information that have so far been collected. It examines the research objectives and justifies them
by linking it with the data findings section and literature review. This chapter also provides
certain recommendations on how to improve the customer satisfaction level of the tourists
involved in the hotel industry.
1.8 Summary
To summarize, this chapter outlines the main objective of the research. The purpose of
the research is to understand how the factor of artificial intelligence affects the level of customer
satisfaction within the hotel industry. This chapter has provided the various research objectives
and the research questions that it seeks to understand in the course of the work. Furthermore, this
chapter also provides a brief outline as to how the research would develop in the next chapters.