MNG10720 - Problems of Service Encounter in Hospitality Industry

This report investigates the problems of service encounters in the hospitality industry, emphasizing the role of effective communication. It addresses the importance of quality service for business success and survival, highlighting service encounters as crucial for customer evaluation and service delivery. The research employs a mixed-methods approach, utilizing both qualitative and quantitative data collection techniques, including Qualtrics surveys and in-depth interviews with hospitality employees and managers. The study explores strategies for overcoming service encounter challenges through improved communication, training, and employee empowerment. Ethical considerations such as informed consent and anonymity are prioritized, and statistical data evaluation tools like MS-Excel and SPSS are proposed for data analysis. Desklib offers a wealth of similar resources for students.

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Table of Contents
Introduction......................................................................................................................................2
Research topic..............................................................................................................................2
Problem statement and research objectives.................................................................................2
Research Question........................................................................................................................2
Research design...............................................................................................................................3
Core function................................................................................................................................3
Information requirements.............................................................................................................3
Methodology................................................................................................................................3
Data collection methods...............................................................................................................4
Qualtrics survey...........................................................................................................................4
Survey through questionnaire (Qualtrics survey)............................................................................5
Interview questions......................................................................................................................7
Sample selection..........................................................................................................................7
Ethical considerations......................................................................................................................8
Informed consent..........................................................................................................................8
Anonymity...................................................................................................................................8
Proposed data analysis techniques...............................................................................................8
References......................................................................................................................................10

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Introduction
Research topic
“Evaluating the Problems of Service Encounter through Effective Communication in Hospitality
Industry”
Problem statement and research objectives
Problem statement
It is addressed that offering good services to the customer is a key goal that each business
services strive for attaining from time to time. It is illustrated that competency for service
providers to offer quality services is entailed as a significant approach for success and survival in
the current rivalry.
As per the view of Lee et al. (2015) service encounter can be an essential element for service
delivery as it aids in developing the impact on the evaluation of customers with respect to service
consumption experience. Therefore, there are some studies that emphasize service encounter
because the researcher demonstrated that there is a causal association between service encounter
and customer perception about service quality.
Research Question
 Evaluate the problems to overcome the service encounter through effective
communication?
 Why is an evaluation of service encounter needed?
 What are the different techniques used in this research for effective service encounter?
 How will the effective service encounter put an effect on the hospitality industry?
Aim/Objectives

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The primary objective of this investigation is to assess the significant service encounter by
feasible training and induction of workforces, offering feasible empowerment level in the role of
job and by addressing the employee’s performance in service encounter role. But, it would
support the service encounter role. But, it would support the service encounter to present for the
longer term in the context of the hospitality industry.
Research design
Core function
Under this investigation, applied research will be chosen in order to solve particular concerns.
The particular concern of this investigation is to evaluate the problems of service encounter
through effective communication in the hospitality industry.
Information requirements
In this investigation, descriptive research will be utilized during this investigation as it supports
an investigator to assess the issues of service encounter through effective communication in the
hospitality industry. This kind of investigation would be beneficial in terms of collecting the
perception as well as ideas from participants with respect to research issues. On the other side,
the exploratory investigation will not be considered in this investigation because there is no
requirement for developing the hypothesis. Explanatory research will not be appropriate for this
investigation because of inadequate cause as well as effect associations (Alhelalat, Ma’moun,
and Twaissi, 2017).
Methodology
A mixed research design will be applied by an investigator with the purpose of this investigation
and attaining the research in a specified duration. Since, it considers the specific characteristics
of both qualitative as well as quantitative types of research design (Wang, et al., 2017). The

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qualitative research design would be beneficial to examine the service encounter and effective
communication in the context of the hospitality sector. In addition to this, this type of research
design focuses on both strength and weaknesses of qualitative and quantitative research design.
Along with this, responses of research respondents will be assessed through a quantitative type
of research design. In such a manner, survey through questionnaire technique will be applied to
targeted research respondents. Moreover, in-depth interview technique would be applied by the
researcher to collect the qualitative information associated with research issues. This technique
will be a feasible tool to gather the experiences, individual history, and perspectives of
participants with regards to investigation issues. As a result, it can be evaluated that mixed
research design is relied on understanding the theoretical and practical aspect with respect to
evaluating the problems of service encounter through effective communication in the hospitality
industry (Knežević, et al., 2015).
Data collection methods
The research will use both kinds of data collection techniques such as primary and secondary
data collection methods. These techniques would be beneficial for gathering information
regarding research issues. Along with this, primary data facilitates innovative and fresh
information about research issues and it could be captured via survey through questionnaire
techniques (Lovelock, and Patterson, 2015). Along with this, Qualtric survey technique is more
feasible rather than the manual process of data collection as there is need of less time and costs.
Moreover, there would be a need for fewer amounts of respondents for this investigation. In
contrast to this, secondary data will be gathered via current sources like reliable websites,
journals, articles, and textbooks. This technique will be selected by an investigator for acquiring
genuine information regarding investigator. This technique will be selected by the investigator

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for the attainment of the authentic information towards the research study. This tool could take
higher time and cost as this tool is more expensive than other tools (Wang, Miao, and Mattila,
2015).
Qualtrics survey
In the study, qualtrics survey questionnaire will be used for collecting the data towards the
research matter. In this, the researcher has selected 10 questions as it is associated with
quantitative as well as a qualitative method. Furthermore, the Likert scale will be practiced as it
allows to framing the questions and get responses by filling the blanks. This study will consider
close as well as the open-ended questionnaire for conducting this study.
Survey through a questionnaire (Qualtrics survey)
Name of the respondent:
Please specify your Department
A. Operation department
B. Finance department
C. Research and development department
Designation:
Please specify Gender
A. Male
B. Female
Experience with the hotel industry
A. Under 22
B. 23-28
C. More than 28

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Do you feel that your hotel liaises frequently with the hotel management institutes in the city?
A. Yes
B. No
Which factors do you consider while selecting an employee?
A. Qualification
B. Communication skills
C. Willingness
D. Personality
E. Others_______________
Which skills do you think was the most important for your own career development?
A. Communication skills
B. Problem-solving skills
C. Human relation skills
D. Self-management skills
While selecting candidates who do you prefer?
A. Private institute degree
B. diploma University degree
C. diploma in Hotel Management AICTE approved diploma/degree
What do you think the Human Resource Department considers as important factors for a new
employee?
A. Knowledge of the industry
B. Personality
C. Technical skills

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D. Qualifications
E. Experience
Which of the following factors are important to possess as an employee in the hotel industry?
A. Knowledge of the industry
B. Personality
C. Technical skills
D. Qualifications
E. Experience
F. Attitude Commitment
G. Others please specify _____________.
Interview questions
 What do you understand by problems of service encounter and effective communication
in the hospitality industry?
 How the problems of service encounter by effective communication in the hospitality
industry?
 Which strategies are effective in solving service encounter by effective communication in
the hospitality industry?
Sample selection
For conducting this study, the researcher will consider the probability sampling with random
sampling tool as it allows the research scholar to randomly select participants and obtain their
responses. The key purpose of using this tool is that it allows to the researcher for meeting the
aim of the study by declining the possibilities of biases (Neuhofer, Buhalis, and Ladkin, 2015).
60 employees and 5 managers of the hospitality industry have been selected to comprehend the

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problems of service encounter through effective communication in the hospitality industry. This
method could offer a similar chance to the employees for sharing their real opinion towards the
concern. For conducting the interview, non-probability sampling will be used as it facilitates to
select the participants on the basis of age, gender, and experience. It could be effective for
getting opinion and views of the candidates
Along with this, the non-probability sampling tool would also be selected by the investigator
about the problems of service encounter through effective communication in the hospitality
industry (Wu, Tsai, Hsiung, and Chen, 2015).
Ethical considerations
The ethical consideration factors could consider the following factors:
Informed consent
This prospect could be entailed by the investigator to eliminate the duplicities. The research will
prove the depth information to the participants about the research before starting the study (Chun
Wang, Wang, and Tai, 2016).
Anonymity
The research candidates would be practiced by an investigator to fill their personal information
on questionnaire form as it would be effective for making reliable responses of the research
participants towards the study. It is also evaluated that the research candidate’s information
would take as the answer as the investigator would keep the privacy of the participants
(Grobelna, 2015).
Proposed data analysis techniques
The statistical data evaluation tool would be practiced the investigator for performing this study.
It could make the researcher to more able to descriptive data with the application of different

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tools named as regression correlations well as cross tabulation. It is effective for depicting the
causes of research candidate’s reactions (Yang, 2015). For conducting the MS-excel and SPSS
software program will facilitate to collect accurate information towards the research. It is
effective for increasing the feasibility of findings and getting the responses of research issue.
Through this method, the bivariate data analysis technique could be effective for the research
scholar to examine the two variables at the time of conducting the relationship between specified
variables. Cross-tabulation would be practiced for bivariate analysis (Kim, Lim, and Brymer,
2015).

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References
Alhelalat, J.A., Ma’moun, A.H. and Twaissi, N.M., 2017. The impact of personal and functional
aspects of restaurant employee service behaviour on customer satisfaction. International Journal
of Hospitality Management, 66, pp.46-53.
Chun Wang, J., Wang, Y.C. and Tai, Y.F., 2016. Systematic review of the elements and service
standards of delightful service. International Journal of Contemporary Hospitality
Management, 28(7), pp.1310-1337.
Grobelna, A., 2015. Intercultural challenges facing the hospitality industry. Implications for
education and hospitality management. Journal of Intercultural Management, 7(3), pp.101-117.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Knežević, M., Tomka, D., Bizjak, B., Fabjan, D. and Kukulj, S., 2015. The physical appearance
of hotel guests: The impact on service providers’ communication and quality of
service. International Journal of Hospitality Management, 51, pp.8-14.
Lee, M.J., Lee, S. and Joo, Y.M., 2015. The effects of exhibition service quality on exhibitor
satisfaction and behavioral intentions. Journal of Hospitality Marketing & Management, 24(7),
pp.683-707.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2015. Smart technologies for personalized
experiences: a case study in the hospitality domain. Electronic Markets, 25(3), pp.243-254.
Wang, C.Y., Miao, L. and Mattila, A.S., 2015. Customer responses to intercultural
communication accommodation strategies in hospitality service encounters. International
Journal of Hospitality Management, 51, pp.96-104.

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Wang, Y.C., Luo, C.C. and Tai, Y.F., 2017. Implementation of delightful services: From the
perspective of frontline service employees. Journal of Hospitality and Tourism Management, 31,
pp.90-104.
Wu, Y.C., Tsai, C.S., Hsiung, H.W. and Chen, K.Y., 2015. Linkage between frontline employee
service competence scale and customer perceptions of service quality. Journal of Services
Marketing, 29(3), pp.224-234.
Yang, J.T., 2015. Effect of internal marketing on knowledge sharing and organisational
effectiveness in the hotel industry. Total Quality Management & Business Excellence, 26(1-2),
pp.76-92.