Research Proposal: Effective Customer Service in Hospitality Industry

This research proposal aims to investigate the significance of effective customer service practices within the hospitality industry, focusing on a case study of Marriott Hotel in the UK. The proposal outlines the research background, highlighting the importance of customer service in enhancing business performance and customer satisfaction. It sets out to analyze the concept of customer services, identify the positive influences of effective customer service practices on Marriott Hotel's profitability, and evaluate different strategies for increasing customer service activities. The research employs a deductive approach, utilizing survey methods and quantitative data collection techniques, with a focus on both primary and secondary data sources. Ethical considerations, such as data confidentiality, are also addressed to ensure responsible research practices. The anticipated outcome is a comprehensive understanding of how customer service practices impact the hospitality sector and contribute to business success.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
MODULE LEADER/LECTURER
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STUDENT ID:
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SUBMISSION DEADLINE: 019
I declare that all material in this assignment is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the
College statement on Plagiarism and Academic Integrity on the College Student Handbook
provided at Induction.
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Students should provide a completed assignment cover sheet with all essential details. All assignments
should be submitted in electronic format via college systems on or before the submission deadline. The
e-submission system will not allow late submissions. By submitting this assignment and cover sheet
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Research Topic/ Research Question:
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Significance of effective customer services practices in Hospitality industry
1. INTRODUCTION.
Research Background -
Customers play significant role in organisation and it is very important that company is focusing on
enhancing customer services practices. This will help in improving performance of business as well
as level of customer satisfaction. There are different types of customer services practices with in
Hospitality industry which will lead to have significant influence over potential of company to
conducting business practices in effective and efficient manner. through customer services practices
hospitality company will be able to attract more and more customers towards organisation as well as
improve sales or profits of business. there are several benefits and advantages that could be gather
by company through effective customer services practices. With the help of appropriate customer
services hospitality industry may develop their market image and at the same time this is one of the
greatest measure which is related with earning high profitability as well.
Aims & Objectives
Aim: To investigate the significance of effective customer services practices in Hospitality
industry. Case study of Marriott hotel, UK.
Objectives:
 To analyse the concept of customer services.
 To identify the positive influence of effective customer services practices in enhancing
profitability of Marriott hotel.
 To evaluate different strategies for increasing customer services activities of the
organisation.
Research Questions:
 What is the concept of customer services?
 What are the positive influences of effective customer services practices in enhancing
profitability of Marriott hotel?
 What are different strategies for increasing customer services activities of the
organization?
Research Rationale:
Customer service practices will lead to have significant impact over organisation as well as improve
its performance in market area. This research practices is helpful for providing information about the
different types of customer services activities that will lead to improve performance level of
business. It is essential for business dealing in hospitality industry to perform effective customer
services activities in order to develop better relationships as well as increase sales of business.
Through this Marriot company will be able to attract more customers and enhance profitability. This
research is significant in order to gain information about the different aspects of customer services
along with its impact on business. The research gap is that in previous literature aspects of customer
service practices are elaborated but at the same time impact of customer service practices on
profitability of the organisation is not explained.
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Scope of Research Study.
This scope of this research study includes the importance of customer services practices on
overall profitability and productivity of business. Customer services will lead to have major
impact on capabilities of business to satisfy customer requirements and demand. Through this
the positive impact of effective customer services on overall growth and development of
business has been determined. This is helpful for identifying various strategies and practices
which will help in improving customer services practices of business. With in hospitality
industry customer services play essential role and it will lead to affect the potential of company
to attain desired goals. It is essential that company is considering right and accurate customer
satisfaction strategies in order to enhance overall customer satisfaction as well as lead to
improve performance of business. The current research includes different aspects of
sustainability which is used within hospitality industry and their impact on business practices of
the organisation.
2. LITERATURE REVIEW:
 Introduction: Literature review can be describe as the practices of searching and evaluating
the available literature regarding the research topic. This is helpful for analysing and
evaluating information about different aspects so that appropriate information could be
collected.
To analyse the concept of customer services.
As per the views of author it has been analysed that customer services is very crucial
part of business that helps in conducting required set of practices in effective manner.
Customer services can be describe as the practice of support customers by providing
high quality products and services that is significant for meeting their needs.
What are the positive influences of effective customer services practices in enhancing
profitability of Marriott hotel?
According to the views of author (2021), it has been identified that customer services
practices will lead to have major positive influence over Marriot hotel. Through this
company will be able to generate more revenues for business as effective customer
services will lead to increase sales or profitability of business. This will have lead to
have positive over enhancing reputation of organization as well as developing strong
brand image with in organization. This will assist in gaining competitive edge over other
rival companies as well as enhance overall performance level of business to attain
desired goals.
To evaluate different strategies for increasing customer services activities of the
organization.
As per the views of author it has been determined that there are different strategies that will
help in enhancing customer services activities of organisation. One of the crucial strategy
that could be consider by company for increasing customer services is to understand the
needs and wants of customers. Through this respective organisation will be able to full fill
the demand of customers. it is essential that company is seeking for customers feedback as
this will help in gaining information about the views of customers. Through this strategy
organisation will be able to use right techniques to successfully meet customers
requirements and enhance customer services.
METHODOLOGY
 Introduction- Data can be refer as the appropriate information which is significant for
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attaining desired outcomes. It is crucial that researcher is considering right methods and
approaches of data collection.
 Research philosophy – This can be describe as the belief according to which different
practices of the research needs to be performed. In this investigator is considering
interpretivism research philosophy for correctly and smoothly conducting research activities.
 Research approach – There are different types of research approaches such as deductive,
abduction or inductive. In this research practice, investigator is considering deductive
research so that relevant information and data could be collected.
 Research strategies – There are several types of research strategies such as survey, case
study, action research, grounded theory. All of these are relevant in order to find accurate
and appropriate information about the topic. In this research investigator is considering
survey as the research strategy in order to find relevant information about the topic.
 Research choices – There are different research choices with the investigator that will help
in correctly conducting research practices. Research choices includes quantitative or
Qualitative, both that is mixed method. In this research, investigator is considering
quantitative research so that information could be analysed in numerical or systematic
manner in order to attain desired goals.
 Identify the data collection time horizon: It is crucial for a researcher to determine the
data collection time horizon so that research practices could be performed in proper and
appropriate manner. The different time horizon includes cross sectional or longitudinal. In
this research investigator is considering cross sectional time horizon for conducting research
practices.
 Identify the data collection and Data Analysis:
• Data collection sources – There are various data collection sources which is helpful for
collecting data and information in proper and appropriate manner. In this research both
primary and secondary data collection techniques has been considered. Primary data
collection techniques such as focus group questions, individual interview questions,
open questionnaire, etc. And for secondary data collection sources investigator is
considering
• Research sampling procedures- The research sampling procedure includes target
population, sampling groups, sample size, and sampling techniques. In this research
target population is employees of Marriot company and selected sample size is 50
employees to represent whole population. Sampling technique which has been consider
by researcher is random sampling method.
• Research ethical issues to be considered – It is important that researcher is considering
ethics and value while conducting research practices. Research ethical issues consist of
various problems which could occur if investigator is not considering morals and ethics
while performing research activities. In this research, confidentiality of the collected
data and information needs to be consider so that researcher to successfully conduct
research practices without providing harm to any individual..
CONCLUSION
From the above report it has been analysed that customer services will lead to have major impact
over smoothly or effectively conducting research practices. it has been analysed that customer
services will help in improving performance of business as well as level of customer satisfaction. It
is essential for business dealing in hospitality industry to perform effective customer services
activities in order to develop better relationships as well as increase sales of business. there are
several benefits and advantages that could be gather by company through effective customer
services practices. the positive impact of effective customer services on overall growth and
development of business has been determined.
WORK PLANNING
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REFRENCES AND BIBLIOGRAPHY
Nuseir, M.T., 2021. Designing business intelligence (BI) for production, distribution and customer
services: a case study of a UAE-based organization. Business Process Management Journal.
ADEBUSUYI, A.T., 2021. EVALUATION OF ELECTRONIC BANKING OPERATIONS AND
BANK CUSTOMER SERVICES IN FCMB, ONDO STATE, NIGERIA (Doctoral dissertation,
Federal University of Technology, Akure).
Díaz, M.M. and Duque, C.M., 2021. Open innovation through customer satisfaction: A logit model
to explain customer recommendations in the hotel sector. Journal of Open Innovation: Technology,
Market, and Complexity, 7(3), p.180.
Ilyas, G.B and et.al., 2021. The Influence Of Digital Marketing And Customer Perceived Value
Through Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and Regulatory
Issues, 24, pp.1-14.
Patacsil, F.F. and Salvio, K.B.V., 2021. Measuring Customer Satisfaction With the University Front
Line Services Using Association Rules. International Journal of E-Services and Mobile
Applications (IJESMA), 13(4), pp.1-15.
Isidore, R.R. and Arun, C.J., 2021. ARE INDIAN CONSUMERS HAPPY WITH ARTIFICIAL
INTELLIGENCE ENABLED PERSONALIZED CUSTOMER SERVICE?. Academy of Marketing
Studies Journal, 25, pp.1-16.
Li, F. and et.al., 2021. Customer satisfaction with bank services: The role of cloud services,
security, e-learning and service quality. Technology in Society, 64, p.101487.
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