The Impact of Service Quality on Customer Satisfaction: A Case Study

This dissertation investigates the impact of service quality on customer satisfaction within the hospitality industry, focusing on JW Marriott Hotels. The study begins with an introduction to customer satisfaction, service quality components (tangibles, reliability, assurance, empathy, and responsiveness), and the importance of these elements in the hotel sector. The research aims to assess the impact of service quality on customer satisfaction, examining factors that contribute to service quality and consumer satisfaction. The methodology includes both primary and secondary data collection, with a literature review analyzing existing research. The dissertation is structured into chapters covering introduction, literature review, research methodology, data analysis, and conclusion with recommendations. The findings will explore the influence of service quality on customer satisfaction, providing insights for academics, hospitality industry professionals, and researchers, offering guidance on improving service quality to enhance customer satisfaction and loyalty. The research will also analyze customer perceptions of the hotel, including loyalty, equipment, safety, and confidentiality of information.

DISSERTATION
1

ACKNOWLEDGEMENT
I am very grateful to my mentor who has offered me great support to the overall learning
process. I am thankful that professor has provided me good knowledge and effective support for
conducting study effectively. It is my pleasure that my colleagues and friends, that they have
guided me at ever step of thesis. It has motivated me to complete the thesis to gain better
knowledge about the subject. In the series I would also like to state special thanks to my team
members who have assisted in collecting data and in analyzing it further.
2

PREFACE
Being a part of module, the information about the research style has been gained. Every
hospitality firm is also being considered as competitive sector. Service quality standards
understanding is significance because it allows to attain diverse knowledge about the subject. In
current project number of detailed information is being shared in respect to research methods
employment. Diverse standards of service quality improvement are being referred effectively so
that long term goals and objectives can be accomplished effectively.
3

ABSTRACT
Service quality within its contemporary conceptualization is considered as comparison of
perceived expectations of service with the perceived performance. Such conceptualization in
relation with the service quality has its origin in the expectancy -dis confirmation paradigm. The
hospitality sector business are committed to bring improvement in the quality of service for the
sake of increasing competitiveness. This assist in development and maintaining of customer
relationships.
In the present thesis on impact of service on satisfaction among the customers the
researcher has adopted both the primary and secondary data for the collection of requisite
information. The present report that greater number of customers believes that they have visited
the hotel for 3- 4 times. This reflects that customer are being loyal to the firm and this also
presents that service quality of the firm is effective to a greater extent. Along with this it has
been inferred that company has modern looking equipment. The customers believe such due to
the reason that firm makes use of modern technology in offering the services to the customers.
There is existence of several customers who believes that there is safety in transaction with the
hotel. They feel so because of the reason that the hotel can the information of its customers
confidential and do not allow anyone to have access of the information.
4

5

CHAPTER- 1 INTRODUCTION
1.1 Overview
Customer satisfaction signifies the association among the customers and service provider
that whether they are happy to use the services of hotel or not. It can give positive or negative
impact to organisation to fulfil their targets with in time period. Customer services with the
satisfaction of services which are provided by the hospitality industry was created by five quality
components. These are reliability, assurance, responsiveness, empathy and tangibles.
 Tangibles – In hospitality industry it can refer as information and communication
technology equipments. As tangibles are those things which can be touches and came in
physical existence. The organisation has to render services to their customers in quality
which assess in these tangibles.
 Reliability – The managers in hospitality industry has to provide the services which are
committed. These services should be provided truthfully and consistently (Khan and
Fasih, 2014). Through this the customers will trust on the services truly which are
provided by them.
 Assurance – It develop the knowledge which are presented by the personnel in offering
better services to target market. It allows to have better ability and improve trust and
confidence with the customers.
 Empathy – This means that the managers of hospitality industry have to take care of
customers and given them attention to satisfy their wants and desires. They have to hear
the problems of customers and provide them a appropriate solutions which are concern
with their demands.
 Responsiveness – In hospitality industry, the manager have to reply time to time to their
customers regarding their issues. Through this the customers can enjoy the services and
share the experience with others.
The customer satisfaction is an attribute which are create by them in comparing their
purchase expectation that what they receive from the products and services which are offering by
the company (Kadir, Rahmani and Masinaei, 2011). There are uncontrollable factors which give
he good or bad experience with the company. If hospitality industry are providing the quality of
services to customers then it can became difficult for them retain in market for a long period of
6

time. For measuring the impact of level of customer satisfaction regarding the purchase and re-
use of products and services contained some criteria and these are.
 Satisfaction – This perception is develop by the customers that products or services are
acceptable or tolerable. The manager has to provide the quality of services so that
customers can accept that in easy way. Through this the hotel can retain for a long period
of time and run their organisation successfully.
 Content – If the features of goods and services which are offered by the hospitality
industry will give the customers experience good and benefits to organisation.
 Relived – The negative impact in terms of using the goods and services which are offered
by the organisation will state the negative image in customers mind (Santouridis and
Trivellas, 2010).
 Novelty – The new products and services which are introduced by the organisation will
bring a freshness and excitement in customers. It will give positive impact to provide
quality of services to them.
In the present thesis that aims at impact of service quality on customer satisfaction the
organization that is being taken is JW Marriott Hotels. The firm is luxury hotel chain that is
considered as the brand of Marriott international. The firm is being named after John Willard
Marriott. The company is competing with the brands that is comprised of Westin by Starwood as
well as Conrad by Hilton and towards a growing aspects, luxury brands like four seasons, Ritz
Carlton and Park Hyatt are also owned by Marriott international only.
1.2 Rationale for the study
Consumers satisfaction plays an essential protagonist in the accomplishment of an
association. 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
organizations can offer the same. It has direct impact on the positioning of the company.
Whereas, in order to have understanding in regard to quality services the businesses can focus
over customers satisfaction level. It allows to have better understanding of needs so that
organization can design better strategies. If both the things are on the equal level, then it can be
define as quality services. As a result, this projection is dwell of literature review which will
explicate the content and thoughts of various writers concerning the considered topic. However,
7

the present thesis is prepared with the consideration of Marriott which is one of the leading
hotels of UK.
1.3 Research aim and objective
Aim: “To assess the impact of service quality on customer satisfaction within hospitality
industry: the case study of JW Marriott Hotels”.
Research objective:
 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.
1.4 Research objectives
 What are the factors contributing the services quality in Marriott Hotel?
 How does service quality affect consumer satisfaction in Marriott Hotel?
1.5 Significance of the study
The present dissertation is effective in assessing the influence of provision excellence on
customer fulfilment within hospitality business. It act as an aid in achieving in-depth knowledge
regarding understanding impact of service superiority on degree of fulfilment among the
customers. The significance of present dissertation has been stated as under:
 It assists the academicians in conducting the PH.D. Further, present dissertation provide
huge knowledge regarding the feasibility of service quality in enhancing the satisfaction
among the customers.
 In addition to this there is greater importance of present dissertation for the organization
that are operating under hospitality industry. The firm can achieve knowledge regarding
the feasibility towards offering suitable quality service in order to improve customer's
level of satisfaction.
 The present study is important for philosophers as it replicates advanced information
regarding the implements that can be fulfilled in the investigation.
8

 There is significance of present thesis as a reason of complex nature of business. With the
assistance of such attention can be paid regarding addressing several operational issues
attached with the organization.
 In addition to this research has importance for the investigator as well as intellectuals as
with this they can generalize new theories that are related with phenomenon under
investigation.
Therefore, present investigation is considered as fountain of knowledge as it is significant
source that offers guidelines for the sake of addressing several social as well as issues that relates
with organization.
1.6 Chapter structure
The present thesis consists of several chapters that have suitable role in achievement of
the thesis with effectiveness. The chapters that will be involved in the present dissertation is
presented as below:
Chapter- 1 Introduction: This is considered as the most essential part of dissertation which
reflects the overview of the subject in the research. This section offers framework in relation
with the phenomenon that is used in the investigation. The particular section begins with the
topic overview upon which the investigation has to be carried out. This would involve detail
analysis of the study and its link with the business. In addition to this it include the aims and
objectives of the investigation which is based on the questions in the research.
Chapter- 2 Literature review: This is considered as the most important part of thesis that
includes feelings of several writers in relation to impact of service quality. The chapter evaluates
knowledge and information that prevails in the existing piece of literature within form of
secondary sources. Moreover, its significance to hospitality sector is included. Dissertation
provides effective picture in relation with the views of author with respect to significance of
service quality for the organization. On the basis of information that is published analysis has
been carried in depth in relation to phenomenon under subject.
Chapter- 3 Research methodology: Based on the objective in the research, this section of the
dissertation demonstrates the tools that are being applied by researcher while carrying out
investigation. The particular chapter includes the tools that can be applied by researcher while
9

conducting investigation. Along with this justification towards selection of particular technique
is offered in order develop deeper knowledge regarding subject.
Chapter- 4 Data analysis and findings: Within this section researcher demonstrates data that is
gathered through primary and secondary sources. The particular chapter would make analysis of
information collected. Through such researcher will be able to achieve appropriate outcomes
from thesis. The chapter possess significance as in this helps in attainment of results from
research.
Chapter- 5 Conclusion and recommendation: It is regarded as the last chapter of the dissertation
that involves presentation of the outcomes that are being achieved through analysis of data.
Along with is particular chapter involves appropriate recommendations that assist business in
resolving several issues in research.
10

CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
The role of review of literature is significant for the whole investigation as it includes the
essential information needed for carrying out the investigation with effectiveness. Because of
such literature review is being considered as separate section within the document. Under this the
conclusion from the existing investigation in this area is reviewed as well as analyzed in order to
attain suitable findings after carrying out whole research. Moreover understanding in relation to
views of several authors on the present investigation is carried out. Along with this critical
evaluation of their concept is taken into account for performance of the investigation with
effectiveness.
2.2 Concept of service quality
The term service quality within its contemporary conceptualization is considered as
comparison of perceived expectations of service with the perceived performance. Such
conceptualization in relation with the service quality has its origin in the expectancy -
disconfirmation paradigm. In accordance with the views of Akbar and Parvez, (2009) it has been
examined that a business having higher quality of service would be able to meet or exceed the
expectations while remaining economically competitive. This has been gained that improvement
in the service quality is effective in increasing profitability as well as long term economic
competitiveness. Enhancement in the service quality can be attained through enhancement in the
operational procedure, identification of the issues in quick manner, establishment of valid as well
as reliable service performance measures as well as measurement of the satisfaction among
customers as well as other performance outcomes. In the opinions of Kuo, Wu and Deng, (2009)
it has been examined that every customer possess ideal expectation in relation with service which
they need to receive when they go to any hotel. The quality of service measures how well as
service is being delivered in comparison to the expectations of the customers. Business who is
able to meet and exceed the expectations are regarded one having higher service quality. As per
the views of Bell, Auh and Smalley, (2005) it has been examined that 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
11

quality services, then it will result in attaining the goals and objectives of the hotel. In contrast to
this Olorunniwo, Hsu and Udo, (2006) stated that causal aspects in regard to the determination of
issues the rapid supply is essential. Customer needs must be referred effectively in desired
manner. This is leading if the arrangement are according to customer, it ensures extended term
prosperity of the structure. Concept of quality service can also be clarified as the consummation
level at the time of departure of the users from the hotel. Improved level of satisfaction allows to
have better customer support. The organizations require improving its services on the regular
basis so that it can have positive consequences on the position of the hotel.
Quality of service is regarded as the key element for the successful business. In the
market that is driven by the customers, where the competition is becoming more stiffer as well
as critical deadlines are rife one cannot achieve business growth without the outstanding
customer service. A number of business underestimate the significance of customer satisfaction
when laying the foundation of the organization. They emphasis of the service quality,
organizational infrastructure but overlook the fact that it is the customer who make or break the
firm. The customer service quality can offer benefit to the firm in countless ways as well as
through significance of customer service one can take measures to offer customers with positive
experience. There is presence of greater importance of service quality of customers for the
business. This has been presented in the manner as under: Satisfied shareholders: Satisfactory response in relation from the customers implies
increase in sales that results in increasing the satisfaction level of the shareholders. They
tends at investing more within the firm that enhances return on investment of the
organization. Increase in the growth of firm: Quality service is effective in boosting the growth of the
firm. In accordance with the views of Kassim and Asiah Abdullah, (2010) it has been
examined that service quality can assist in expanding the customer base but superior
customer service is considered as the key towards retaining the customers in an effective
manner. Reduction in risk attached with business failure: By gaining insight o the expectations as
well as mindset of the customers risk can be reduced regarding the failure of business as
well as losses.
12