An Investigation of Customer Satisfaction in Hotel Industry: Malaysia

This research proposal investigates the determinants of customer satisfaction within the hotel industry, specifically focusing on Hotel Malaysia. The study begins with a background on the Malaysian tourism sector and the role of hotels, highlighting the competitive nature of the industry and challen...Read More

Running head: AN INVESTIGATION OF DETERMINANTS OF CUSTOMER
SATISFACTION IN HOTEL INDUSTRY
An investigation of determinants of customer satisfaction in “Hotel
Industry: A case of “Hotel Malaysia
Component 2: Research Proposal
Name of the Student
Name of the University

2
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Table of Contents
1.0 Background...........................................................................................................................3
1.1 Purpose and Problem Statement............................................................................................4
1.2 Research Questions................................................................................................................4
1.3 Research Objectives...............................................................................................................4
1.4 Research Framework.............................................................................................................5
2.0 Research Methodology..............................................................................................................6
2.1 Research Methods..................................................................................................................6
2.2 Sampling Methods.................................................................................................................8
2.3 Data Collection......................................................................................................................9
2.4 Data Analysis.......................................................................................................................10
2.5 Ethical Issues.......................................................................................................................11
3.0 Gantt Chart...............................................................................................................................12
References......................................................................................................................................15
Appendix- Questionnaire...............................................................................................................18

3
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
1.0 Background
Malaysia has been an alliance including Sabah and Sarawak, known as East Malaysia and
southern piece of Malay Peninsula. The assorted variety of the nation has been the fundamental
fascination for the travel industry. As per Malaysian Tourism Satellite Account, there has been
increment by 15.5 million number of traveler from 115.3 million of every 1010 to 131.0 million
of every 2011 (Hamid et al. 2018). As per Business Dictionary, hotels have been business
foundation that helps in giving visitors administrations, suppers and cabin for vacationers. In
view of the dimension of administrations given by hotels, it very well may be isolated into a few
classifications of extravagance or financial. However, little addition in the client faithfulness will
cause immense augmentation in consumer loyalty level.
Hotel Malaysia has been one of the spending hotel in Malaysia giving rooms and hotelers at
sensible expenses to travelers. It incorporate basic rooms have substantial spaces and brightened
in an appealing way. Hotel industry has been one of the focused ventures in the 21st century. The
Hotel Malaysia has been one of the well known hotels in Malaysia (Ali and Amin 2014).
1.1 Purpose and Problem Statement
The reason for the study is to research determinants of consumer loyalty in hotel industry
including Hotel Malaysia. This research will ponder different components and determinants that
will help in enhancing consumer loyalty level in hotels.
The greater part of the hotels in the Malaysian hotel industry has been confronting
decrease in their organizations in the market. The Hotel Malaysia has been confronting issues
with respect to the client's commitment and fulfillment level in the market. The hotel has been
confronting issues with empty rooms and nonattendance of voyagers and clients (Dörnyei 2015).

4
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
1.2 Research Questions
The research questions have been mentioned below:
• How is the connection among clients and hotels in the hotel business of Malaysia?
• What are factors influencing consumer loyalty level in the hotel business of Malaysia?
• What are systems for moderating these difficulties of consumer loyalty in hotel industry
of Malaysia?
1.3 Research Objectives
The objectives of the research have been mentioned below:
 To analyze connection among clients and hotels in the hotel business of Malaysia
 To distinguish variables and determinants influencing consumer loyalty level in the hotel
business of Malaysia
 To prescribe techniques for moderating these difficulties of consumer loyalty in hotel
industry of Malaysia
1.4 Research Framework

5
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Figure 1: Conceptual Framework
(Source: Created by Author)

6
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
2.0 Research Methodology
Research philosophy refers to an orderly method to bits of assistance in recognizing
strategies and procedures that can be utilized in data gathering and investigation. Research
philosophy manages the methodology that causes an analyst to continue in the study and
clarifying distinctive strategies utilized in the research (Mackey and Gass 2015). However,
inquire about philosophy assesses diverse ideas and speculations that have been incorporated into
the study. A specific research needs to pursue an explicit way to deal with finish the whole study.
The usage of hypotheses and ideas helps the specialist in directing the research in an explicit way
(Panneerselvam 2014). The chose techniques have been identified with information gathering
strategies and study spoke to in underneath segments. This segment comprises of different
subsections including approach, and plan, Data accumulation strategy, examining technique,
information investigation technique and moral contemplations (Quinlan et al. 2019). The sum
total of what subsections have been examined separately with legitimate avocation for its choice
in the research.
2.1 Research Methods
Positivism philosophy oversees genuine data and discovering that has been gotten by
observation and estimation. Positivism has been depended upon quantifiable recognition inciting
truthful study. It has been based on the empiric point of view of the human experience (Bauer
2014). It has been atomistic, ontological view for the world depending in the discernment in a
calculative view. In any case, positivism has been self-ruling kind of focus that is not exactly
equivalent to human interests. It depends upon the hypothetical system to the study (Ghosh, Das
and Sinha 2015). It depends in reason question of the examiner that incorporates fitting sensible
estimation in the study. Of course, interpretivism deals with the human eagerness for the study.

7
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Enhancement in the interpretivism consider has been reliably investigate to positivism consider.
It has been connected with the philosophical movement of vision advancement can be used with
arranged approaches. There has no genuine recognition subject to figuring. In this rationale,
expert goes about as a social arbiter and finding contrasts in human strategies and recognitions.
This investigation has used positivism thinking over interpretivism (Taylor, Bogdan and DeVault
2015). The assurance has been established on the requirements of the study. Positivism
philosophy has been depended upon the sensible and certain approach to manage the data and
information related to the study. Interpretivism has not been picked in the study as there is no
obvious discernment in the investigation.
Research approach centers around the arrangement arranged for directing the study. It
helps in giving insights concerning research plan. There are three sorts of research approach
including deductive, inductive and adductive methodology (Choy 2014). The deductive research
approach centers on the dismemberment of the information and theory that may be required by
the study (Panneerselvam 2014). Inquires about dependent on deductive methodology mostly
centers around speculation, hypothesis and perceptions of thoughts. However, inductive explores
do not include the detailing of speculation. In a deductive methodology, a speculation has been
made and examined legitimately. Accordingly, inductive research approach used to be connected
in inquires about that rely upon research goals and questions. The inductive methodology
manages new speculations and ideas that are identified with the research point (Choy 2014). This
study has been depended in the leaving research hypotheses and ideas. There is no utilization of
new speculations and ideas identified with an research point. Along these lines, deductive
research approach will be utilized in the study. Deductive research approach will be chosen in
the research. The research point has been relied upon the elements and existing hypotheses and

8
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
ideas. Inductive research used to rely upon new hypotheses and ideas. In this way, it has not been
chosen in the study (Humphries 2017).
Research design has been an imperative part of the study. It has been helping in
distinguishing the arrangement of procedures and techniques for the gathering of quantifiable
information and data identified with the research. It has been characterized as an orderly method
for leading a study consider (McCusker and Gunaydin 2015). The usage of hypotheses and ideas
helps the specialist in leading the research in an explicit way. The chose strategies have been
identified with information accumulation techniques and study spoke to in underneath segments
(Lewis 2015). The recognizable proof of research design has been fitting for appropriate
direction of information accumulation strategy (Dang and Pheng 2015). There have been three
kinds of research plans including engaging, informative and exploratory structures. The
exploratory plan helps in concentrating on the investigation of new ideas and thoughts identified
with the study subject. It helps in investigating different parts of the study (Al 2013). However, it
does not help in achieving a last end from a study of the information and data gathered from the
sources. The illustrative research design helps in concentrating on clarifying diverse ideas and
thoughts of the research theme (Brown and Stowers 2013).
2.2 Sampling Methods
The sampling method is a procedure by which members can be chosen from the
populace. The populace is alluded to as the general aggregate number of diaries chose. An
example estimate is an exact number of members that are chosen for the information gathering
from aggregate populace (Vaioleti 2016). Examining has been finished utilizing irregular non-
probability sampling strategy. Inspecting has been done dependent on answers given by the

9
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
aggregate populace. Meeting has been directed utilizing three directors of the administration
organization.
2.3 Data Collection
Information Collection techniques have been helping in defining answers of research
questions. There have been two sorts of information accumulation technique including primary
and primary information gathering strategy.
Primary data collection strategy: Primary information gathering manages crude
information identified with the point of the study. There have been different methodologies of
primary information gathering technique including survey, reviews, perceptions and meeting
(Chandra and Sharma 2013). Interviews for primary information gathering can be performed in a
telephonic way. Because of this, the income of the hotel has been going down in the market. The
hotel has been diminishing its financial plan for rooms, hotelers and different administrations at
the appointed time. Clients have been consistently posting negative criticisms and grievances
over the web sites. The inputs of clients have been considered as room administration of the
hotel has been poor and inaccessible at right time. There have been constrained investigates done
on distinguishing factors influencing client fulfillments in hotel industry. It is a technique for
information accumulation from primary sources including on the web books, diaries and s. In
this manner, there is a tremendous open door for the analyst to gather a great deal of data from
the primary technique for information accumulation (Leedy and Ormrod 2013). Data and
information gathered from these primary sources can be dependable however cannot be
substantial. The hotel has possessed the capacity to fulfill their clients with their administrations.
In any case, as of late, this hotel has been confronting issues in consumer loyalty field, Due to
this a large portion of the clients are not booking their rooms in the hotel. Addressing of

10
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
requirements and desires for clients have been helping in expanding consumer loyalty (Ali et al.
2018). The profound investigation and comprehension about consumer loyalty have been key
purposes of achievement of business in hotel industry. There have been decline in the offers of
hotel in the market. The market of the hotel has been bit by bit going done in later past years.
The primary information gathering has been an ideal technique for the specialist as it gives the
enormous number of data with respect to investigate theme.
Data Collection Method chose for research has been primary data collection strategy. The
researcher will utilize a primary wellspring of information gathering. The whole research will
rely on information accumulation identified with the research theme (Mitchell and Jolley 2013).
Meeting has been chosen for the information gathering technique. Quantitative information study
has been centered on the primary information accumulation technique. The fundamental target of
the quantitate information investigation with the goal that it evaluates information (Dumay and
Cai 2015). The investigation has been finished utilizing a specific marvel. Subsequently, the
example estimate is required for playing out a quantitative information accumulation technique.
Quantitative information study manages the testing speculation and gives a future forecast. The
utilization of quantitative study has been limited by order of standards and numbers.
Accordingly, this has been wide run and multi-confronted (Brannen 2017). Quantitative
information investigation cannot be utilized in summing up populaces. The quantitative
information investigation has been managing close-finished inquiries and accumulated data are
factually dissected utilizing Likert Scale. The choice of fitting information investigation used to
do dependent on the prerequisites the research. Nonetheless, in this investigation, the researcher
has chosen quantitative information study strategy.

11
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
2.4 Data Analysis
Information Analysis strategy has been grouped into two sorts of subjective and
quantitative information investigation technique. Subjective information investigation is a
technique by which information cannot be measured (Wiek and Lang 2016). Secondary
information investigation helps in following a scope of systems and procedures that have been
founded on the grouping of dependent on their properties and matters (Novikov and Novikov
2013). Information used to be gathered in little and unrepresentative examples in an unstructured
way in subjective information investigation. Open-finished inquiries are utilized amid the
information gathering process in subjective information study. In any case, subjective
information study has been centered on non-factual information (Salaberry and Comajoan 2013).
Quantitative information investigation has been chosen in this study. Quantitative
information study technique has been relied upon the primary information accumulation strategy
(Lushey and Munro 2015). Interviews will be finished with chiefs of the executives
organizations. There will be three topics made dependent on the destinations of the research.
(Brannen 2017). The research has been founded on the primary information accumulation
technique. Upgrade in the interpretivism consider has been dependably explore to positivism
consider. It has been associated with the philosophical development of vision progression can be
utilized with masterminded approaches. There has no real acknowledgment subject to figuring.
In this reason, master goes about as a social referee and discovering contrasts in human
methodologies and acknowledgments. This examination has utilized positivism thoroughly
considering interpretivism (Taylor, Bogdan and DeVault 2015). The confirmation has been built
up on the necessities of the investigation. Positivism logic has been relied on the sensible and
certain way to deal with deal with the information and data identified with the investigation.

12
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Interpretivism has not been picked in the examination as there is no conspicuous acumen in the
examination. In this way, the utilization of primary qualitative information investigation
technique has been advocated.
2.5 Ethical Issues
There have been different impediments in the research. For the most part, confinements
have been distinguished in the information accumulation strategy. The study has chosen primary
information gathering technique. In this manner, information has been gathered from interviews.
Financial plan and time have been real impediments for the study (Silverman 2016). The time
period accommodated the research has been less so as to finish with appropriate outcomes.
Money related issue has been looked by the researcher. In this way, propelled devices for
examining accumulated information have not been utilized (Ledford and Gast 2018). It has been
hard to get a meeting with directors of the organization because of their bustling calendar.
Distinctive kinds of examines need to pursue their moral rules and qualities included by
scholarly chambers. There have been different moral contemplations pursued by the study so as
to keep up the positive effect of the research consider (Brinkmann 2014). The protection and
privacy of the information and data of the research have been kept secure. The classification of
members of the review has been anchored utilizing the Data Protection Act 1998 (Bernard 2017).
It is the duty of the researcher to keep up the security everything being equal and data of the
research until the finishing of the study. An explicit research needs to seek after an unequivocal
method to manage complete the entire research. The use of theories and thoughts helps the
authority in coordinating the investigation in an express way (Panneerselvam 2014). The picked
methods have been related to data gathering systems and study addressed in underneath portions.
This portion contains distinctive subsections including approach, and plan, Data gathering

13
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
system, looking at strategy, data research method and good thoughts (Quinlan et al. 2019). The
aggregate of what subsections have been analyzed independently with real side interest for its
decision in the investigation.In this way, there will be no distribution of the results and
consequences of the research until the point when it is finished (Smith 2015). It has been
fundamental for taking consent of the members previously directing a study for information
gathering. However, the sum total of what members have been without set to leave the
investigation anytime of time. Their own information and data have been kept mystery and not
imparted to anybody without their authorization (Punch 2013). The straightforwardness of
information and data have been kept in the research. No information and data have been changed
or altered amid information analysis.
Task Name Duration Start Finish Predecessors
An investigation of
determinants of customer
satisfaction in “Hotel
Industry
93 days Mon 6/4/18 Wed 10/10/18
Study Initiation 11 days Mon 6/4/18 Mon 6/18/18
Requirements Analysis 2 days Mon 6/4/18 Tue 6/5/18
Research topic Approval
from Supervisor 1 day Wed 6/6/18 Wed 6/6/18 2
Research Plan 2 days Thu 6/7/18 Fri 6/8/18 3,2
Research Framework
developed 4 days Mon 6/11/18 Thu 6/14/18 4,2
Research Proposal draft
creation 2 days Fri 6/15/18 Mon 6/18/18 5,4
Research Planning 21 days Tue 6/19/18 Tue 7/17/18
Research Team 2 days Tue 6/19/18 Wed 6/20/18 6
Research Requirement
Analysis 1 day Thu 6/21/18 Thu 6/21/18 6,8
Research Questions 4 days Fri 6/22/18 Wed 6/27/18 8,9
Research Scope 4 days Thu 6/28/18 Tue 7/3/18 10
Research Timeline 4 days Wed 7/4/18 Mon 7/9/18 10,11
Resources allocation 2 days Tue 7/10/18 Wed 7/11/18 10,11,12
Research Initiation 4 days Thu 7/12/18 Tue 7/17/18 13

14
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Research Development 26 days Wed 7/18/18 Wed 8/22/18
Research Problems 4 days Wed 7/18/18 Mon 7/23/18 13,14
Necessary Media access 1 day Tue 7/24/18 Tue 7/24/18 13,16
Online Library access 1 day Tue 7/24/18 Tue 7/24/18 13,16
Literary Sources 2 days Wed 7/25/18 Thu 7/26/18 13,17,18
Literature Review 4 days Fri 7/27/18 Wed 8/1/18 19
Data gathering 10 days Thu 8/2/18 Wed 8/15/18 19,20
Secondary Data 5 days Thu 8/16/18 Wed 8/22/18 21
Data Analysis 8 days Thu 8/23/18 Mon 9/3/18
Primary Data 4 days Thu 8/23/18 Tue 8/28/18 21,22
Secondary Data 4 days Wed 8/29/18 Mon 9/3/18 24
Research Evaluation 13 days Tue 9/4/18 Thu 9/20/18
Data Evaluation 6 days Tue 9/4/18 Tue 9/11/18 21,22,23,24
Research reflection 2 days Wed 9/12/18 Thu 9/13/18 27
Documentation 2 days Wed 9/12/18 Thu 9/13/18 27
Planning of future 5 days Fri 9/14/18 Thu 9/20/18 29,28
Research Closure 14 days Fri 9/21/18 Wed 10/10/18
Completion of All
Activities 1 day Fri 9/21/18 Fri 9/21/18 30
Documentation 10 days Mon 9/24/18 Fri 10/5/18 32
Research validation 2 days Mon 10/8/18 Tue 10/9/18 33
Team Sign Off 1 day Wed 10/10/18 Wed 10/10/18 34
3.0 Gantt Chart

15
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL INDUSTRY

16
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
References
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: Challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Brinkmann, S., 2014. Interview. In Encyclopedia of critical psychology (pp. 1008-1010).
Springer New York.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of Humanities
and Social Science, 19(4), pp.99-104.
Dang, G. and Pheng, L.S., 2015. Research methodology. In Infrastructure Investments in
Developing Economies (pp. 135-155). Springer, Singapore.
Dörnyei, Z., 2015. Applied Linguistics. Oxford University Press.
Dumay, J. and Cai, L., 2015. Using content analysis as a research methodology for investigating
intellectual capital disclosure: a critique. Journal of Intellectual Capital, 16(1), pp.121-155.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Routledge.

17
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Jennings, H., Slade, M., Bates, P., Munday, E. and Toney, R., 2018. Best practice framework for
Patient and Public Involvement (PPI) in collaborative data analysis of qualitative mental health
research: methodology development and refinement. BMC psychiatry, 18(1), p.213.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Lushey, C.J. and Munro, E.R., 2015. Participatory peer research methodology: An effective
method for obtaining young people’s perspectives on transitions from care to
adulthood?. Qualitative Social Work, 14(4), pp.522-537.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Mackey, A. and Marsden, E. eds., 2015. Advancing methodology and practice: The IRIS
repository of instruments for research into second languages. Routledge.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion, 30(7), pp.537-542.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.

18
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Rani, N., Yadav, S.S. and Jain, P.K., 2016. Research Methodology. Mergers and Acquisitions,
pp.11-35.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
Walliman, N., 2017. Research methods: The basics. Routledge.
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology.
In Sustainability Science (pp. 31-41). Springer, Dordrecht.
Wildemuth, B.M. ed., 2016. Applications of social research methods to questions in information
and library science. ABC-CLIO.

19
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
Appendix- Questionnaire
I confirm that I have read and understand the information sheet on this survey. I had the
opportunity to consider the information and decide if I want to proceed with the survey*
YES or NO
I understand that my participation is voluntary : and that I am free to withdraw and am not
obligated to provide any reason for doing so. YES or NO
I agree to take part in the following study. YES or NO
1. What is your gender?
 Male
 Female
2. What is your Age group?
 Under 20 years
 20-25 years
 26-31 years
 32-37 years
 Above 38 years
3. How many you have been visiting this hotel?
 Less than 1 year
 1-2 years
 3-4 years
 5-6 years

20
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
 More than 7 years
4. Are you satisfied with services provided by the hotel?
 Very not satisfied
 Not Satisfied
 Neutral
 Satisfied
 Very Satisfied
5. Which of the following words can be used for products and services of the hotel?
 Reliable
 High Quality
 Poor quality
 Unreliable
 Good value for money
6. How well services provided by hotel meet your requirements?
 Not at all well
 Not so well
 Somewhat well
 Very well
 Extremely well
7. Are you liking customer services provided by the hotel?
 Very not likely

21
AN INVESTIGATION OF DETERMINANTS OF CUSTOMER SATISFACTION IN HOTEL
INDUSTRY
 Not likely
 Neutral
 Very Likely
 Likely
8. How often will you rebook rooms in this hotel?
 Less than 1 year
 1-2 years
 3-4 years
 5-6 years
 More than 7 years