Research Proposal on Customer Service Impact on Hospitality Business

This research proposal, submitted by a student, investigates the impact of customer service on the profitability and productivity of the hospitality business, focusing on the highly competitive hotel industry. The proposal aims to identify key aspects of customer service that contribute to the success of hospitality businesses, using a case study of Hotel Holiday Inn. It outlines objectives to define customer service concepts, explore customer satisfaction levels, and determine how satisfaction affects profitability. The research questions address the concept of customer service and customer satisfaction in the hospitality sector. The proposal includes a literature review, discussing factors influencing research project selection, research philosophy, approach, and design, and data analysis methods. It highlights the importance of customer satisfaction for long-term profitability, brand popularity, and the role of online surveys and technology in gathering feedback. The proposal also explores strategies for enhancing customer satisfaction, such as benchmarking and adapting to customer needs, emphasizing the importance of retaining existing customers and delivering high-quality services to maintain a competitive edge.

RESEARCH PROPOSAL
part 1

Table of Contents
RESEARCH PROPOSAL...............................................................................................................3
1.1 Formulation and recording of possible research outlines and its specification. ..................3
RESEARCH QUESTIONS- ...........................................................................................................3
1.2 Description on factors that contributes the process of research project selection.................4
1.3 Define the key review of the literature on the chosen topic..................................................4
1.4 Explanation on research project selection. ...........................................................................7
1.5 Description on appropriate plan and process for agreed research specification. .................8

RESEARCH PROPOSAL
1.1 Formulation and recording of possible research outlines and its specification.
The present report is based on the impact of customer's services on profitability and
productivity of hospitality business. The hospitality industry is one of the most competitive
sector and they must works as to perform its business objectives in the appropriate and efficient
mode (Rahimi and Kozak, 2017). In addition to this, this can be said that the consumer loyalty is
one of the effective measurement of quality of services as it leads to improvise the overall
functions. However, publicity as word of mouth and this all work as to satisfy the customers in
terms to provide new market opportunities. This kind of factor leads to influence the decision
making power of customer to buy product and services. In this, the customer satisfaction can be
defined as the term that helps to full fill the customer need sand desires so that all things can be
done in better and effective manner. In addition to this, it can be said that customer satisfaction
plays the crucial role and with help of it total quality management can be done in the appropriate
mode. In this, it can be said that customer satisfaction in one of crucial aspects that leads to
enhance the profitability of the enterprise by building trust. In addition to this, it can be stated
that better hospitality services affects over the choice of customers and also aids to develop and
maintain positive brand image in market.
Aim-
“To identify the aspect of customer services that leads to make hospitality business
successful. A case study on Hotel Holiday Inn”.
Objectives-

 To determine the concept of customer service under hospitality business.
 To explore the level of customer satisfaction towards hotel industry.
 To investigate that at which extent customer satisfaction affect the profitability of
Holiday Inn.
 To provide the suggestive measures and various strategies that help to enhance customer
satisfaction.
RESEARCH QUESTIONS-
 What is the concept of customer service under hospitality business?
 How to explore the level of customer satisfaction towards hotel industry?
1.2 Description on factors that contributes the process of research project selection.
The present report is based on the topic as to identify the impact of customer services so
that hotel can perform its business activities in well and efficient mode (Ali and Raza, 2017) .
With help of it, the all things can be done in the systematic manner. With help of it, researcher
can access to the significance in terms to maintain the customer satisfaction and this all leads to
manage the business function in the well and appropriate manner. By conducting this, the
research can able to do the further research and this activities affect the working of the enterprise
in the greater perspective (Kasiri and et.al., 2017). In the present scenario the businesses are
becoming the highly competitive in term to manage the function effectively it is essential to
provide better services to the customers. Therefore, customer service is one of crucial term and
by identifying the need and desires of visitors the entity can do the things in much better mode.
1.3 Define the key review of the literature on the chosen topic.
According to the view of Mei and Li, (2017) states that Customer satisfaction is one of
the essential tool that leads to achieve the long term profitability and productivity in enterprise.
Thus, Hill and Brierley, (2017) states that it is the main element that enables the firm to maintain
the popularity of the brand in market. As per the view of it can be sated that by bringing
improvement in the product and services it can be possibility to bring competitive edge over its
customers.
According to the view of Mei and Li, (2017) states that customer satisfaction can helps top
attracts the new customers so that popularity of brand can be enhanced. Thus, Ramanathan,
Subramanian and Parrott, (2017) states that online surveys are effective as this assist to take the
instant feedback of customer and necessary evaluation can be done respectively.

According to the view of it can be stated that customer satisfaction can be defined as term in
which an exchange need and desires affects the choice of buyers in market. It is one of the vital
component with help of which there is possibility to measure and improve the business
performance with the helps of customer perspective. In addition to this, stated that customer
derives the satisfaction from commodities and services that is based on the thing that need is met
effortlessly. It is very convenient term that is helpful in order to enhance profitability and
growth. As per the view of Zhao, Zhang and Chau, (2012) it can be stated that satisfied
customer can perform as to have stay in the hotel or any other enterprise for longer period. This
is very helpful in order to enhance sales and profitability of enterprise.
Thus, it can be stated that satisfied customers works as to value overall experience and product
so that things can be done in better mode. As per the view of it can be stated that customer
satisfaction is one of fundamental concept and by delivering the better services the firm can en
enhanced profitability and productivity to enterprise. The customer satisfaction has become
extremely important for providing adequate services to customers in the hotel so as to maximize
their satisfaction level up to a high extent.
As per views of Ryu, Lee and Gon Kim (2012.), customer satisfaction and service quality
are two of core concepts for defining marketing theory in the competitive era. For effectively
making a competitive edge over rivals, high quality services are to be imparted in order to satisfy
customers in the best manner possible and attain large quantum of sales. Importance of services
in the hospitality sector is much as people get diverted to competitors, if they are provided with
efficient services. The excellent services and high customer satisfaction begins with
understanding expectations of consumers. It has to be judged by company that who are your
customers and what services they want. Customer satisfaction is generally measured by asking
consumers regarding whether product or service has met their satisfaction as it is a key factor for
ascertaining whether customers are satisfied with the services or not (Key Benefits of Customer
Satisfaction in Marketing, 2018).
Flint, Blocker and Boutin (2011) says that when customers have extremely high
expectations towards organization and in reality fall short, they will be disappointed and will rate
experience as below satisfaction. Customer expectations set the bar for evaluating customer
satisfaction affecting repurchase decisions and loyalty as well. When customers feel that
company did not deliver the services as expected from it, then it is likely that they will boycott

from buying in the future. On the contrary, when services are delivered more than that of
expectations, not only customers will repurchase but also tell their family and friends about
experience they had while buying. This means that customers expectations are highly dependent
on enhancing customer satisfaction and it is accomplished, when firm is able to deliver higher
services in effectual manner.
Grissemann and Stokburger-Sauer (2012) argues that customer satisfaction is only factor
by which customers may be able to retain people from going elsewhere. This is because when
people are not provided adequate services, they are shifted to rival businesses in effective
manner. As per the view of Grissemann and Stokburger-Sauer, (2012) stated that Customer
loyalty is also dependent on the quality of services, hotel provides to them. It can be ascertained
that for imparting customer satisfaction, hospitality firm has to take into account, level of
satisfaction provided to consumers so as to enhance it and improve the same. For getting this in
appropriate way, technology has been growing at a rapid rate and has helped management of
hotel for tracking statistics with regards to customer satisfaction. Online surveys from customers
is good usage of technology, from which customer viewpoints can be gathered and as a result,
continuous improvement can be done by firm for imparting higher level of satisfaction. As per
the view of Blocker and Boutin (2011) stated that customer satisfaction is effective and crucial
terms as it is helpful in order to bring property to the enterprise. This kind of activities will be
helpful in terms to conduct the work in more appropriate manner.
According to Ganguli and Roy (2011), strategies are to be implemented by hotel so that
customer satisfaction can be enhanced and an edge over competitors can be attained in a better
manner. Bench-marking is one such useful technique enabling firms to learn from leading hotel
industry players. Sensitive information can be collected and same can be used to benchmark and
organization can try to achieve those set benchmark quite effectually. In contrast to this, Zhao,
Zhang and Chau (2012) says that customer retention is guaranteeing quality services. This is
required else customers will be diverted to other businesses if they offering similar services in
the best manner possible. Need of customer satisfaction arises else hotels will lose consumers
who want desired services not being provided by business.
As per the findings of Williams and Naumann (2011), willingness of management for
adapting needs of customers must be taken into account else company will not be able satisfy
customers. It is required to put lot of efforts for fulfilling customer needs and all end up to impart

desired satisfaction. Hence, customer satisfaction is utmost significant for hotel's management so
that customer may be made loyal towards brand. According to the view of Blocker and Boutin
(2011) it can be stated that helps to not only attain customer's loyalty but also helps to gain
desired level of profits and maximize customer base. It would be utmost expensive for drawing
new customers for getting profits in the best manner possible. Organization will be able to attain
desired amount of profits in effectual manner. Moreover, for accomplishing greater heights of
customer satisfaction, focusing on existing customers would be advantageous and cost-effective
mechanism so that business may satisfy customers and retain them as well (5 ASPECTS OF
GREAT CUSTOMER SERVICE THAT KEEP THEM COMING BACK, 2017). This is
evident from the fact that retaining old customers is easy but drawing new customers is tough
task.
1.4 Explanation on research project selection.
This is the process with help of it, there can be possibility to collect the depth information
about the topic of research. Thus, it defined in below contexted manner as are-
 Research philosophy- It is term that defined as belief and with of it the depth information
about the topic of the research can be collected. Thus, this are of two types as
interpretative and positivism. In order to carry out the research the researcher will have
the use of interpretative techniques. It is one of the effective method in order to get the
detailed information about the topic of research.
 Research approach- It is term that can be defined as plan and procedure that works as to
bring detailed method about the data collection (Kasiri and et.al., 2017). This are of two
types as inductive and deductive in terms to carry out the present research, the researcher
will have the use of inductive approach.
 Research design- This is systematic approach and there are number of methods that helps
to collect the depth information. Thus, there are various method as descriptive,
exploratory etc. In order to carry out the present research the researcher will have the use
of descriptive techniques.
 Data analysis- With help of it, the proper investigation can be conducted by adopting the
terms as inspecting cleansing and transforming the whole data in the systematic manner.
Thus, there are two kind of techniques as qualitative and quantitative (Wang, So, and
Sparks, 2017). Thus, the researcher will have the use of qualitative techniques so that

depth information can be taken with the help of survey by framing questionnaire. It is
need to be done in order analyze the correct finding of research.
 Data collection- This is the term with help of which depth information can be collected.
Under this, there are two kind of techniques as primary and secondary (Blocker and
Boutin (2011). With the help of primary methods the survey can be taken in the effective
and efficient manner.
1.5 Description on appropriate plan and process for agreed research specification.
The time scale means the length of the time during which things has to be developed and
proper deadline can be given to the task so that there can be effective planning for the time and
resource Thus, its defined in below con texted manner as are-
Activities 1st
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Research
topic
Literature
Review
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methodolog
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Proposal
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question of
research
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activities
Data

Analysis
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Conclusion
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recommend
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