Research Proposal: Guest Satisfaction at a Highland Resort, Thailand

This research proposal investigates guest satisfaction at a local Highland resort in Chiang Mai, Thailand. The study explores the background of the topic, emphasizing the importance of customer satisfaction in the tourism and hospitality industry. It outlines the aim of the research, which is to identi...Read More

Running head: RESEARCH PROPOSAL
Guest satisfaction for local highland resort in Chiang Mai, Thailand
Name of the student
Name of the university
Author note

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Table of contents
Chapter 1: Introduction....................................................................................................................3
1.0 Background of the study........................................................................................................3
1.1 Aim and objectives of the research........................................................................................3
1.2 Problem statement.................................................................................................................4
1.3 Research rationale..................................................................................................................5
Chapter 2: Literature review............................................................................................................5
2.0 Significance of customer satisfaction in business.................................................................5
2.1 Factors that contributes in customer satisfaction process......................................................6
2.2 Theoretical aspects of customer satisfaction.........................................................................7
2.3 Interrelationship between guest satisfaction and organizational development......................8
2.4 Changing customer trends in Thailand..................................................................................8
Chapter 3: Methodology................................................................................................................10
3.0 Research Philosophy............................................................................................................10
3.1 Research approach...............................................................................................................10
3.2 Research Design..................................................................................................................11
3.3 Data sources.........................................................................................................................11
3.4 Data Analysis.......................................................................................................................12
3.5 Ethical considerations..........................................................................................................12

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Chapter 1: Introduction
1.0 Background of the study
Customer satisfaction plays a vital role in case of ensuring the positive growth in the tourism and
hospitality industry (Pizam, AShapoval and Ellis 2016). Based on the happiness and customer
satisfaction, the guest engagement can be ensured in the business growth. Therefore, it can be
said that the customer satisfaction is being considered as one of the important resolution of the
organizations. Analyzing the current business scenario in hospitality industry, the market
competitiveness is increasing day by day (Kim, Vogt and Knutson, 2015). In order to managing
the sustainable position in the market, guest satisfaction is an essential elements in business.
Analyzing the emerging situation in Thailand hospitality industry, it has been identified that
increasing competitors in the market as well as changing needs of the customers have become
the important concern for ensuring the sustainable growth in the market. On the other hand, it is
also true that understanding the interrelationship between behavioral determinants and different
characteristics of the customers, has become important for developing the attractive image of
tourism destination in the market. In order to maximize the rate of profitability as well as strong
customer relationship, it is important for the organizations to understand the behavioral
perspectives of the guests. The research will highlight the positive contribution of loyal guests in
case of bringing the economic prosperity in a context of Highland resort in Thailand.
1.1 Aim and objectives of the research
The aim of this study is to shed light on the factors that influence the guests’ behavioral
perspectives in the hospitality industry. The research will also focus on analyzing the customer
satisfaction related challenges in Highland Resort and those impact on the case of managing the

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emerging economic impact. At the end of this research the measurable recommendations will be
provided in case of dealing with the emerging challenges in the hospitality industry.
 To identify the factors that influence the guest satisfaction in hospitality sector
 To analyze the challenges in case of developing the positive behavioral perspectives of
the consumers in Highland hotel
 To identify the measurable recommendations in case of dealing with the challenges in
hospitality industry
Research questions
What are the factors that influence the guest satisfaction in hospitality sector?
What are the challenges in case of developing the positive behavioral perspectives of the
consumers in Highland hotel?
What are the measurable recommendations in case of dealing with the challenges in hospitality
industry?
1.2 Problem statement
Continuous changing expectations of the customers have become one of the important concerns
for the organizations to sustain in the competitive hospitality industry (Radojevic, Stanisic and
Stanic, 2015). Due to regular innovation and continuous technological changes, it becomes
challenging for surviving in the market. On the other hand, ensuring the repeat visitation in
particular destination, it has become important for Highland hotel authority for introducing
innovative strategic direction so that customer loyalty as well as satisfaction can be increased. It
is true that customers are being considered as the important contributors in the profitability.
Analyzing the situation in the Highland Resort, it has been identified that in order to increase the

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business revenue the importance of introducing effective customer satisfaction initiative is
important (Wu and Liao, 2016).
1.3 Research rationale
In the current business scenario, customer satisfaction has become one of the important concerns
for managing the emerging challenges in the hospitality industry (Bowie et al., 2016). Customer
satisfaction is being considered as a degree in which the interrelationship between the customer
expectation from the product of services and actual performance of the product is being
measured. The research will highlight the importance of understanding different behavioral
perspectives of the customers in case of ensuring the organizational growth. Analyzing the
significance of the research it can be said that it will drive the positive directions for the
emerging hospitality organizations for ensuring those sustainable position in the competitive
business environment. On the other hand, it is also true that it can play an effective role for
analyzing the emerging customer behavioral trends and those impact on the decision making
process of the customers.
Chapter 2: Literature review
2.0 Significance of customer satisfaction in business
In order to ensure the positive business growth customer satisfaction is being considered as one
of the important business elements (Kao, Tsaur and Wu 2016). It not only ensures the customer
loyalty as well as it helps to make the customers as the brand ambassadors. Based on the higher
level of customer satisfaction not only emotional needs but also the logical needs of the
customers also gets satisfied. Based on the highest standard of customer service the customer
satisfaction is being determined. In order to gain the heart of potential customers it is very
important for the organizations to focus on satisfying the needs of individual so that it can drive

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their behavioral perspectives towards making their purchasing decisions. Customer satisfaction is
very important in an organization as the loyal customer can be considered at treasure of the
company (Chathoth et al.m 2016). A satisfied customer can not only brings the positive business
growth but also they work like a second voice of the company.
2.1 Factors that contributes in customer satisfaction process
In the current business scenario there are various factors that influence the customer satisfaction
process in an organization. Those are as follows
Accessibility
Depending on the service efficiency as well as accessibility in the particular area of service the
customer satisfaction can be determined (Hwang and Seo 2016). By providing good service to
the customers becomes easier for the companies to sustain in the competitive environment. it
also plays an important role for driving the purchasing decision of the customers.
Language
Language can be considered as one of the important key drivers that can bring changes in
decision making process of the customers. In order to develop the positive relationship between
the marketers and the customers it is very important for the marketer to ensure that the process of
marketing a process of service can be easily understood by the customers (Išoraitė 2016). In that
case customers prefer to get the service and facilities from the particular person who is able to
understand the language. Therefore it can be said that customer friendly language can ensure the
positive satisfaction of the customers.
Past experiences

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Not only in the hospitality industry but also in every sector it is very important for the companies
to ensure the positive experience to the customers so that their repeated visitation can be ensured
(Eklof et al., 2017). On the other hand it is also very important for the company to memorize the
needs of the customers so that the repeated visitors can be satisfied as per their needs.
Intuition
It is true that anticipate as well as proactive nature of the company towards satisfying the
emotional needs of the customers can play an important role for driving the customer satisfaction
process. Values of the customers in the organization can help to develop the trust based
relationship between company and customers (Saeidi et al., 2015). In case of hospitality industry,
based on the effective communication, better customer accommodations and operational
efficiencies are important key elements for driving the customer satisfaction process.
2.2 Theoretical aspects of customer satisfaction
Based on the contract theory of customer satisfaction the reaction of the customers are being
predicted. Customer satisfaction theory is commonly used the key performance indicator which
tracks if the customers are satisfied with the organizational services or not. With the effective use
of customer satisfaction theory the Expectations of the customers and their loyalty towards the
brand can be analyzed in proper manner (Sleep, Bharadwaj and Lam 2015). In case of hospitality
industry guest satisfaction is being considered as the psychological state which is being
measured based on the Expectations of the guests. In order to genetically increase the loyalty of
the customers towards the brand the customer satisfaction index plays an important role as the
performance indicator.

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Expectations of the customers are being developed based on beliefs which can be determined
based on the certain beneficial outcome of the particular product or service (Van Lierop and El-
Geneidy 2016). Depending on the effective cognitive as well as behavioral experiences the
Expectations of the customers are being measured. Analyzing the theoretical aspects of customer
satisfaction it can be see that depending on the value of the service or product the overall
customer satisfaction process gets influenced. Based on the frequency of use the customer
satisfaction can be determined.
2.3 Interrelationship between guest satisfaction and organizational development
Customer satisfaction is being considered as a degree in which the interrelationship between the
customer expectation from the product of services and actual performance of the product is being
measured. Based on the information which are being provided to the customers from the
promotional activities of the company the expectations are being formed (Wiseballoon.com
2019). It cannot be denied that based on the satisfaction level of the customers the abilities of the
organizations towards successfully meeting the needs of individuals are being determined. In
case of demonstrating the organizations as well as effectiveness it is very important for
understanding the critical maintenance as well as support towards stakeholders. in the current
business scenario the customer satisfaction is being transferred towards the extension
programming process in which based on the educational activities on the product the satisfaction
level of the customers are being measured. Customer satisfaction is being considered as an
extended service in case of addressing the basic requirements customer so that the relevant,
timely and effective outcomes can be shared (Bcg.com 2019).
By using this it can be said that in order to achieve the sustainable improvements in
organizational performance it is very important for the company to build effective values for the

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customers. Based on the strategic initiatives the loyalty towards the organizational growth can be
effectively created. It is true that financial profit is very important for the organization to
establish is strong brand image in the market (Bcg.com 2019). However, is it is also true that
financial profit can be considered as a short term incentive for the company. In that case ensuring
the long-term profitability it is very important for ensuring the customer satisfaction.
2.4 Changing customer trends in Thailand
Analyzing the emerging situation in Thailand hospitality industry, it has been identified that
increasing competitors in the market as well as changing needs of the customers have become
the important concern for ensuring the sustainable growth in the market. On the other hand, it is
also true that understanding the interrelationship between behavioral determinants and different
characteristics of the customers, has become important for developing the attractive image of
tourism destination in the market (Van Lierop and El-Geneidy 2016). Compared to the rapidly
developing economics in all over the world, it cannot be denied that Thailand has slow economic
growth. However, it has also been identified that pocket strong growth has been shown in certain
customer category. On the other hand, ecommerce is rapidly growing in this country, which is
contributing towards its growth process. Raising income of the customers is influencing the
demands of thee customers towards the wide range of products in the market. In a customer
survey, the behavior and customers trends have been analyzed, in which the income of the
Thailand people has been segmented in three categories, such as established, affluent and
emerging (Bcg.com 2019). Spending pattern of Thailand people has been identified that
compared to others countries the loyalty of the Thailand people towards the brand is very high.
Analyzing the purchasing abilities of individuals, it has been identified that compared to the
traditional non female categories, the purchasing ability of the female category is high. Social

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media is being considered as an important contributor in case of driving the customers’
consumption trends.
Analyzing the strong categories, it has been identified that due to changing income level of the
customers the upper income Shoppers have increased in Thailand market. In most of the cases it
has been identified that brand image playing an important role for driving the consumption
Trends of the customers in Thailand. People in Thailand are highly brand conscious and their
loyalty towards the brand is also very high. In that case for serving the competitive environment
most of the Thailand companies have focused on developing strong brand equity for pulling the
loyalty of the customers (Bcg.com 2019). Not only the strategic vision but also it is very
important for establishing strong brand image for achieving the quality of the customers. In case
of Thailand market women have the substantial buying power. The mineral well educated as well
as digitally modern this country. In that case most of the purchasing decisions are being made by
the women customers compared to other countries.
Social media models have become important contributors in case of driving the E-Commerce
business in Thailand. It cannot be denied that people in Thailand and highly digitally influenced
which influence their purchasing decision making process. Thai people are comfortable buying
the products or services feature available in internet. By developing social media model of online
sales as well as marketing most of the companies have grab the attention of the customers. In
case of driving the demands of the customers it is very important for shaping the behavior of the
shopper. In the first growing business channels in Thailand weekly investment towards different
sectors has become common for Thailand people. Due to changing lifestyle of people the
demands of the customers rapidly changing (Bcg.com 2019).

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Chapter 3: Methodology
3.0 Research Philosophy
Research philosophy is being considered as an important part of research methodology. the
research philosophy is based on the development of knowledge and sources are being critically
analyzed (Kumar 2019) In case of formulating the assumptions and belief of the researcher is
very important for addressing an appropriate research philosophy. Based on the theoretical
aspects research philosophy, it can be classified into three types such as realism, interpretivism
and positivism. In order to bring the logical flow in the research paper, the positivism research
philosophy is being chosen. Interpretivism helps to deal with the management regarding analysis.
Realism is being considered as the combination of interpretivism and positivism in which based
on the independence of reality from the human mind the assumptions are being established. In
this research paper the researcher will choose positivism as it will give the logical flow to the
research paper.
3.1 Research approach
Research approach is being considered as the procedure and plan that indicates the steps for
managing the data collection as well as research problems. Research approach is being divided
into two types such as inductive and deductive research approach (Mackey and Gass 2015). In
case of inductive research approach, the research introduces new models and theories for
critically analyzing the research issues. On the other hand, following the deductive research
approach, the existing models and theories are being introduced in the research project. in this
research, the researcher will chose the deductive research approach.

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3.2 Research Design
The function of research design plays an important role for ensuring the requisite data by
maintaining the accordance with the research problem. Research design can be classified into
three types such as descriptive, explanatory and exploratory research design. Descriptive
research design is being considered as the scientific method that critically describe the behavior
of the research (Flick, 2015) The explanatory research design is being developed based on the
research problem and generating the better research model, this research design helps to reach at
the solution of the research problem. Exploratory research design is being developed based on
the explanatory research design. In this research design different aspects based on the research
topic are being highlighted. in this research paper the researcher will follow the descriptive
research design for developing the research in critical manner.
3.3 Data sources
Data sources are being classified into two types, those are secondary and primary sources.
Collecting the primary information, survey and interview methods are being followed. On the
other hand, collecting the secondary information, existing journals and articles are being viewed.
In this research paper, the research will use both the secondary and primary sources for
collecting the information. Both the survey and interview methods will be used for collecting the
primary information. On the other hand, using books, articles and journals the secondary
information will be collected.
Sample size
In order to cover the vast area of research, the random sampling technique will be followed by
the researcher in case of developing the research project in proper manner. Using this sampling

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technique. Total 100 customers will be selected for conducting the survey and 5 managers from
different organizations in hospitality industry in Thailand will be selected.
3.4 Data Analysis
Using the qualitative research analysis technique, the information which will be collected from
the interview method will be analyzed. On the other hand, using the quantitative data analysis
technique, the information will be converted into the numerical form and using the charts and
graphs the information will be represented by the researcher.
3.5 Ethical considerations
Data Protection Act 1998 will be followed in terms of conducting the research project.
Participants will not be forced for making their contributions in the research project (Alvesson
and Sköldberg 2017). Information will not be copied from any journals or articles without
appropriate in texting. The research project will be used only for the academic purpose and logo
of the organization will not be used in the survey sheet or the research paper.
3.6 Time horizon and Budget
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
22nd
to 23rd
Week
24th
Week
Research on the market
for identifying the
problem

Data collection from
secondary sources
 
Creating layout 
Literature review   
Analysis and   

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interpretation of
collected data from
primary sources
Findings of the data  
Conclusion of the study 
Formation of draft  
Submission of final work 
Budget
Purpose Estimated amount
Literature review $2000
Data collection $1500
Data analysis $1500
Total Budget Estimated $5000

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Reference list and bibliography
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research. Sage.
Bcg.com 2019. Retrieved from: https://www.bcg.com/en-in/publications/2017/globalization-go-
to-markets-five-consumer-trends-watch-thailand.aspx [Accessed on 4th June, 2019]
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Chathoth, P.K., Ungson, G.R., Harrington, R.J. and Chan, E.S., 2016. Co-creation and higher
order customer engagement in hospitality and tourism services: a critical review. International
Journal of Contemporary Hospitality Management, 28(2), pp.222-245.
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perception measures driving financial performance: theoretical and empirical work for a large
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