Assessing Service Quality Impact on Customer Satisfaction: Marriott

This report presents a research proposal focusing on the impact of service quality on customer satisfaction within the hospitality industry, specifically using JW Marriott Hotels as a case study. The study aims to understand the perspective of service quality, examine contributing factors, evaluate the significance of consumer satisfaction, and determine the impact of service quality on customer satisfaction. It includes a literature review defining service quality and customer satisfaction, emphasizing their importance in the hospitality sector. The methodology involves a descriptive research design with qualitative data collection through surveys and thematic analysis. The report also addresses ethical considerations and outlines a project plan with a Gantt chart. The conclusion highlights the significant impact of quality services on customer satisfaction, emphasizing the need for continuous service improvement to maintain customer loyalty and enhance the hotel's competitive advantage. Recommendations include employee training and customer feedback mechanisms to improve service quality and increase customer satisfaction.

To assess the impact of service quality on
customer satisfaction within hospitality
industry: the case study of JW Marriott
Hotels.

ABSTRACT
Present investigation is focused towards customer satisfaction improvement in hospitality
sector. By having an application of key measures the impact of service quality on customer
satisfaction within hospitality industry has been evaluated. Consumer’s satisfaction plays an
essential role in the success of an organisation. The satisfaction level of the customers directly
depends on the services offered by a company. Service quality can be defined as meeting the
needs and demands of the consumers. In the hospitality industry, quality services have a huge
impact on the customers because if the services are as per the customer needs, then it will help
the concerned organisation. Consumer satisfaction can be explained as the services offered as per
the expectation level of the customers. The satisfied customers will remain loyal to the
organisation. By using these useful tools, a hotel can grow sustainably with high profitability.
Adoption of root age in the best way is very crucial for the organisation as it will increase the
productivity.

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................1
Research topic.............................................................................................................................1
Research aims and objectives......................................................................................................1
Background of the research.........................................................................................................1
Literature review.........................................................................................................................2
Recommendation........................................................................................................................3
Methodology...............................................................................................................................4
Methods.......................................................................................................................................4
Ethical consideration...................................................................................................................4
Project Plan.................................................................................................................................5
REFERENCES................................................................................................................................6

RESEARCH PROPOSAL
Research topic
To assess the impact of service quality on customer satisfaction within hospitality
industry: the case study of JW Marriott Hotels.
Research aims and objectives
Aims and objectives
The aim of the current study will be “To assess the impact of service quality on customer
satisfaction within hospitality industry: the case study of JW Marriott Hotels”.
Objectives
 To understand the perspective of service quality in Hospitality industry.
 To examine the factors contributing the services quality in hospitality industry
 To evaluate the significance of consumer satisfaction in hospitality industry
 To determine the impact of service quality on customers satisfaction in the hospitality
industry.
Research Questions What are the factors contributing the services quality in Marriott Hotel? How does service quality affect consumer satisfaction in Marriott Hotel?
Background of the research
Consumer’s satisfaction plays an essential role in the success of an organisation. The
satisfaction level of the customers directly depends on the services offered by a company. In the
hospitality industry, superior services play an indispensable function because organisations can
offer the same then it will directly improve the position of the companies. Whereas, quality
services can be explained the satisfaction level of the consumers matches up with services
offered by the organisations. If both the things are on the equal level, then it can de define as
quality services? The present proposal is prepared with a motive to evaluate the impact of quality
services on the satisfaction level of the customers. As a result, this projection is dwell of
literature review which will explicate the content and thoughts of various writers concerning the
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considered topic. However, the present proposal is prepared with the consideration of Marriott
which is one of the leading hotels of UK.
Literature review
Terminology of service quality
According to (González, Comesaña and Brea, 2007), service quality can be defined as
meeting the needs and demands of the consumers. In the hospitality industry, quality services
have a huge impact on the customers because if the services are as per the customer needs, then
it will help the concerned organisation. If the management focuses on rendering quality services,
then it will result in attaining the goals and objectives of the hotel. On the contrary to this,
(Guenzi and Pelloni, 2004) explained that the causal agent determines the difficulty very rapidly
so that they can supply healthier superior services to the customer. This means the rendering of
efficient, precise fast and affable services which create the powerful relation between clients and
the hotel Marriott. This thought is foremost if the arrangement wants the customer to a back
which ensures expected customer and extended term prosperity of the structure. In addition to
this, the concept of quality service can also be explained as the satisfaction level of the
consumers at the time of departure of the users from the hotel. If they satisfied then, it would
assist the management to come back the customers again and again. The organisations require
improving its services on the regular basis so that it can have positive consequences on the
position of the hotel.
The necessity of consumer satisfaction in stated industry
As per (Guenzi and Pelloni, 2004), customer satisfaction is the most crucial concept for
the organisation's deals under the hospitality industry. Consumer satisfaction can be explained as
the services offered as per the expectation level of the customers. The satisfied customers will
remain loyal to the organisation. The management of hotels can enhance the satisfaction level of
the customers with the help of rendering quality services to them. In addition to this, if the
employees of the hotel are well behaved with the customers then it will result in creating a
positive image in the minds of customers. In the existing premise client investigation for the
hotel online so while determining the hotel. They analyse the hotels with each other so it's very
important for the hotel that it should have good reviews of the customer who visited the hotel.
This is only possible if the clients are fully contented than only will snap a great reappraisal. On
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the contrary to this, (Schwartz, 2012) stated that consumer satisfaction is the attainment of needs
and demands of the customers from the services offered by the companies. If they are rendered
effectively, then it will result from positive manner for the organisations.
Impact of quality services on the satisfaction level of the customers
According to (González, Comesaña and Brea, 2007), quality services has a huge impact
on the consumer satisfaction because if the services are as per the customer needs then it will
raise the satisfaction level of the customers. It can also be said that higher the quality services the
better the satisfaction level of the customers. The consequence of rendering great quality is that
the client will stay allegiant to the organisation. Rendering services are the uninterrupted
procedure, so betterment in the services is necessary. To increase a competitor’s benefit in a
cordial reception industry hotel should go for supply superior quality service. On another side,
(Schwartz, 2012) explained the memorable experience of the customers towards the organisation
provide a positive feedback regarding improvement. These days’ reviews of the client have
turned the demand in the cordial reception industry as everybody investigating for hotels online
they read the reviews of the traveller and then they choose to visit the stated organisations. To
get the positive feedbacks of the customers, the organisation needs to enhance their services time
to time.
Recommendation
By above literature review, it can be recommended that the organisation can improve its
services with the adoption of different tools and techniques. For instance, the management can
focus on providing quality training to the employees so that they can treat the customers well. To
identify the impact of customer satisfaction, the management of the hotel can take feedback from
the customers. This will allow management to evaluate the viewpoints of the customers towards
their organisation. According to (González, Comesaña and Brea, 2007), the recommendation
which the hotel can use to increase the efficiency of the work performance of the workers. It will
heighten the superior of the services which are provided to the customer. And this will also
increase the competitiveness of the Hotel Marriott. By using these useful tools, a hotel can grow
sustainably with high profitability. Adoption of root age in the best way is very crucial for the
organisation as it will increase the productivity. Department can be created so that work can be
divided properly to the individual according to their skills in which they are best. For the purpose
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of communication, a hotel should appoint the person who is best at communicating so that he can
create a healthy relationship with the customer.
Methodology
Research approach: There are two methods available for the research for the present topic. The
investigator can use the inductive approach to assessing the impact of service quality on
customer satisfaction within hospitality industry: the case study of JW Marriott Hotels. It will
help the research to identify the approach conclusion of the adopted topic.
Research design: The investigator can adopt the descriptive research design for the assessment
of the impact of service quality on customer satisfaction within hospitality industry: the case
study of JW Marriott Hotels. It will assist the researcher to understand the concept with the use
of different theories and models.
Research type: For the current proposal, the investigator can adopt the qualitative research so
that the impact of quality service on customer satisfaction can be better evaluated.
Methods
Data collection: The researcher can adopt both the primary and secondary data for the collection
of requisite information. In primary data, the information will be collected with the help of
survey where the questionnaire will be filled.
Sampling: The investigator can adopt the random sampling method to assess the impact of
service quality on customer satisfaction within hospitality industry: the case study of JW
Marriott Hotels. Here, the researcher will take a sample of 10 customers for the Marriott hotel.
Data Analysis: Thematic analysis will be taken into consideration for the assessment of the
impact of service quality on customer satisfaction within hospitality industry: the case study of
JW Marriott Hotels. Here, themes will be prepared which will assist the investigator to gain the
better understanding of the subject. It will also remain useful for the researcher to evaluate the
appropriate conclusion of the conducted research.
Ethical consideration
The researcher has focused on the safety of the gathered data and information from the
customers. In addition to this, the sources are required to be authentic for the collection of data.
Additionally, the researcher needs to focus on the security of the consumer data and information.
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While collecting the data. It will allow the researcher to conduct an ethical research with the help
of all the ethical principle and set of rules.
Project Plan
The present project plan is about to explain the activities that will be included in order to
complete the project. For the initiation of the project, Gantt chart is prepared consisting the
activities with number of days. The following chart is explained below.
Table 1: Gantt chart
Activity/Week
8 to
10
Jan
11 to
13
Jan
14 to
20Ja
n
21 to
25
Jan
26 to
30
Jan
31
Jan
to 5
Feb
6
Feb
to 15
Feb
16
Feb
to 25
Feb
Preparation of proposal
Conceptualisation of aims and objectives
Literature review
Research methodology
Data collection
Analysis of gathered data
Representation
Recommendation and Conclusion
Draft submission
Alteration as per the response comments
Final submission of report
CONCLUSION
As per above study, in the hospitality industry, quality services have a huge impact on the
customers because if the services are as per the customer needs, then it will help the concerned
organisation. In addition to this, the concept of quality service can also be explained as the
satisfaction level of the consumers at the time of departure of the users from the hotel. If they
satisfied then, it would assist the management to come back the customers again and again. The
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management of hotels can enhance the satisfaction level of the customers with the help of
rendering quality services to them. In addition to this, if the employees of the hotel are well
behaved with the customers then it will result in creating a positive image in the minds of
customers. Along with this, it has been identified that through application of methodological
values the issues can be overcome in desired manner. Philosophies and other respective aspects
also need to be referred effectively.
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REFERENCES
Books and Journals
González, M.E.A., Comesaña, L.R. and Brea, J.A.F., 2007. Assessing tourist behavioural
intentions through perceived service quality and customer satisfaction. Journal of
Business research.60(2). pp.153-160.
Guenzi, P. and Pelloni, O., 2004. The impact of interpersonal relationships on customer
satisfaction and loyalty to the service provider. International Journal of service industry
management.15(4), pp.365-384.
Johnston, R., 1995. The determinants of service quality: satisfiers and dissatisfiers. International
journal of service industry management.6(5). pp.53-71.
Matzler, K. and Hinterhuber, H.H., 1998. How to make product development projects more
successful by integrating Kano's model of customer satisfaction into quality function
deployment. Technovation.18(1). pp.25-38.
Reinecke, J., Manning, S. and Von Hagen, O., 2012. The emergence of a standards market:
Multiplicity of sustainability standards in the global coffee industry. Organization
Studies. 33(5-6). pp.791-814.
Schwartz, R. A. ed., 2012. The electronic call auction: Market mechanism and trading: Building
a better stock market (Vol. 7). Springer Science & Business Media.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
prentice Hall.
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