Hospitality Marketing Research Article Critique - Semester 2, 2017

This document presents a student's critique of an article on hospitality marketing research, specifically focusing on a systematic review of service standards for delightful service. The critique assesses the article's introduction, literature review, research design, methodology, discussion, and implications. It highlights the limitations of the original study, such as the small sample size and focus on a single country (Taiwan), which restricts the generalizability of the findings. The critique also evaluates the appropriateness of the research design, the validity of the hypotheses, and the theoretical and practical implications of the research. The student provides insights and recommendations for future studies, emphasizing the need for broader research scope and diverse perspectives. Desklib provides access to similar assignments and study tools for students.

Article critique form – Hospitality Marketing research / Semester 2, 2017
“Systematic review of the elements and service standards of delightful service. International
Journal of Contemporary Hospitality Management (Chun Wang, J., Wang, Y. C., & Tai, Y. F.)”
assessed by Student name and ID number
Introduction: The purpose of the journal is to study the elements and standards of service for
satisfying service by the conduction of a comprehensive literature review and the palliation of Delphi
survey method. However, there are some gaps in research that has been stated in this paper. The
low number of panellists and research focus being based on the hotel industry of Taiwan and not the
other countries, restricted the scope of generalization. The paper does state the contribution of the
research as a practical guideline for the implementation of enjoyable service at the hospitality
industry. The paper is placed within the scope of the journal since a coherent comprehension of the
implantation of enjoyable service is provided by the study.
Literature review and hypotheses development: The nature of the paper is comprehensive because
it states and explains the findings of the research properly. However, the research has been
conducted only on the hospitality industry of Taiwan over the views of a limited number of
panellists. Thus, the results are also limited to the hospitality industry of Taiwan and are not general
(Bacharach, 1989). Furthermore, the research is only based on a single industry and does not expand
to other industries with similar concepts. The literature of the research is properly stated and it
relates to the points that are made in the research. It is not just a sequential listing of the related
articles. The hypotheses have been stated accurately and appropriately in the journal and are
supported by the related theories.
Research Design and Methodology: The research design of the journal is well explained but is not
appropriate for the scope required for the research. The number of respondents is limited to 11,
which is not appropriate for carrying out a research of such a huge scale. Hence, the results that are
derived also have limitations. However, the authors of the journal have explained the procedure of
sampling in detail (Feldman, 2004). The breadth of the respondents, their backgrounds and the
number of respondents have been clarified properly in the journal. There is a detailed description of
the statistical tool used for the analysis of the factors and the sample has also been drawn correctly.
Discussion and implications: The findings of the journal state that the facilities and amenities of the
hotel along with the environment and design of the ambience are some of the key elements for the
creation of a unique experience of the consumer. The hypothetical situations have been analysed
and the findings suggest positive results of the analysis. The hypothetical norms of distinctive hotel
facilities, understanding the psychology of consumers along with their demands have been
responded well by the methods suggested by the journal (Sutton & Staw, 1995). The theoretical and
practical implications of the research suggest that the results provide guidelines for the
implementation of better service in the hospitality industry. The results suggest a scope for future

Article critique form – Hospitality Marketing research / Semester 2, 2017
study on the subject for the purpose of broadening the understanding of the components and
standards of service of a delightful service.
Limitation and Conclusions: There are certain limitations of the research, as provided by the
authors. Firstly, the number of panellists was limited. This restricted the researchers from
generalizing the results. The authors suggest that future studies on this subject should increase the
scope of the research by increasing the number of respondents. Furthermore, all of the respondents
belonged to a single country. The views and the industry all around the world is diverse (Whetten,
1989). Thus, it is impossible to generalize on the factors responsible for the service in the hospitality
industry. It is recommended to duplicate the study in hospitality industries beyond the considered
field and of other countries in order to broaden the understanding of the components and standards
of service of delightful service.

Article critique form – Hospitality Marketing research / Semester 2, 2017
References
Bacharach. (1989). Organizational theories: Some criteria for evaluation. Academy of Management
Review, 14: 496-515.
Feldman, D. C. (2004). Editorial: What are we talking about when we talk about theory? Journal of
Management, 30(5), 565-567.
Sutton & Staw. (1995). What theory is not. Administrative Science Quarterly, 40, 371-384.
Whetten. (1989). What constitutes a theoretical contribution? Academy of Management Review,
14, 490-495

Article critique form – Hospitality Marketing research / Semester 2, 2017
“Influence of the work relationship between frontline employees and their immediate supervisor on
customers’ service experience (Kim et al., 2016)” assessed by Peter Kim, # 1234567r
Introduction: In my opinion, yes because xxx xxx xxx. For example, the authors stated… (p. xx) blua
blua xxx it is important to note that this study was conducted xxx compared to others… xxx
Literature review and hypotheses development: yes because xxx xxx xxx. For example, the authors
stated… (p. xx) blua blua xxx
Research Design and Methodology: no because xxx xxx xxx. For example, the authors stated… (p.
xx) blua blua xxx
Discussion and implications: yes because xxx xxx xxx. For example, the authors stated… (p. xx) blua
blua xxx
Limitation and Conclusions: yes because xxx xxx xxx. For example, the authors stated… (p. xx) blua
blua xxx