Investigating Customer Satisfaction: VR Hotels Management Report

This management report investigates customer satisfaction at VR Hotels in Auckland. The research aims to identify factors influencing customer satisfaction and suggest improvements to enhance service quality and customer loyalty. The report includes an introduction and background on the importance of customer satisfaction in the hospitality industry, followed by a literature review exploring existing research on customer satisfaction, service quality, and the competitive landscape of the hotel industry. The research questions address how to evaluate customer satisfaction, challenges in improving customer service, and strategies to enhance satisfaction rates. The methodology section outlines a descriptive research design, data collection processes involving surveys and interviews, and data analysis techniques. Ethical considerations and limitations of the research are also discussed. The report includes survey questionnaires and interview questions used for data collection, and references to relevant literature. The overall goal is to provide actionable recommendations for VR Hotels to improve customer satisfaction and maintain a strong market position.

Running head: MANAGEMENT REPORT RESEARCH
Management Report Research
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction and Background..........................................................................................................2
Literature Review and Research Questions.....................................................................................3
Research Methodology....................................................................................................................4
Research Design...........................................................................................................................4
Data Collection Process...............................................................................................................5
Data Analysis...............................................................................................................................5
Ethics and Limitations.....................................................................................................................6
Reference:........................................................................................................................................7
Appendix..........................................................................................................................................8
Questionnaires of Survey.............................................................................................................8
Questions for the Interview..........................................................................................................9

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Research Proposal for investigating the reasons for Low Customer Satisfaction rate of VR
Hotels, Auckland
Introduction and Background
High rate of customer satisfaction is one of the major criteria for measuring the service
quality that are provided by the hospitality industry including the hotel and restaurants. It is the
duty of the hotel managements to ensure that high rate of customer happiness is being obtained
in order to maintain the reputation. According to Gu, and Ye (2014), high level of customer
satisfaction can help in the process of dealing with improving the level of customer loyalty.
The current research work is aimed to explore the rate of customer satisfaction in the VR
hotels of Auckland. VR group of hotels is one of the leading in its domain in the market of New
Zealand. The hotel has more than 1000 rooms and they are based upon the contemporary
lifestyle of the people of New Zealand. With the help of the effective knowledge building
capacity the hotel, management has able to deliver the best forms of service. The current
research work, the investigators will collect relevant data related to the customer service quality
and aim to highlight upon the issues that are currently encountered by the organization. Proper
research methods will be used in order to ensure best quality of result can be obtained.
The research will therefore aim to address the questions that are framed from the relevant
literature of the research issues.
Research Aim:
The aim of the research is to investigate upon the factors of customer satisfaction that can
be applied by the VR hotel that will help them to improve upon their service.

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Research Objective
 To evaluate the existing rate of customer satisfaction for the VR hotels.
 To identify the issues within the VR hotels those have compromised upon the rate of
customer satisfaction.
 To recommend strategies that can be implemented by the VR hotels to improve upon the
existing customer care quality.
Literature Review and Research Questions
The research paper of Pizam et al., (2016), have mentioned about the fact that the hotel
industry in the current days are aiming to provide with the best of quality of service in order to
fulfill the demand of the customers of the industry. The fast growing volume of the current days
of the hotel industry is one of the major issues that are encountered as in many occasions; it is
not possible to improve the level of efficiency of the service. Moreover, with the high level of
competition that has resulted to the increased demand has significant impact on the quality of
service that is being provided by the hotels.
One of the major issues that have been highlighted by N. Torres and Kline (2013), is that
most of the hotels in order to gain the competitive advantage are aiming to offer their service to
the customers at much lower rate. This comprises the quality of service that is provided by the
hotels. As most of the hotels are only focusing upon the net profitability, it is not possible for
them to improve upon the net quality of the service that is provided by the hotels. Li et al.,
(2013), have mentioned about the fact that there is a strong relationship between the qualities of
service that are being provided along with the level of customer loyalty that are being shown by

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the customers. This is essential due to the fact that they help to improve the brand values of the
hotel industry.
Research Questions
 How to evaluate the rate of customer satisfaction of the VR hotel based on the
quality of service?
 What are challenges that are encountered by the VR hotel management while
improving the level of customer service?
 What are the ways that can be implemented by the VR hotel that can help to
improve the rate of customer satisfaction?
Research Methodology
Research Design
There are three types of design that are used in research methodology which includes
descriptive, Exploratory and hypothesis (Smith, 2015). The current research work will focus
upon descriptive Research Design, where the investigators focuses upon describing the data that
are been collected. In the given case, the researchers need to describe all the data related to
customer satisfaction of the VR hotel that can help them in the process of improving the rate of
customer satisfaction.

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Data Collection Process
There are two kinds of data that originally collected by the researchers. This includes
primary data, which are collected from primary sources including survey and review of the
sample size of research. On the other hand secondary data are being collected from the relevant
journals that are related to previous research work in the domain of current research issue
(Liamputtong, 2013).
In the given research work, the investigators will collect data from the survey of the
customer who are visiting VR hotel. 100 customers of the hotel will be chosen as the sample size
of the research work. These customers will be selected on random basis, who visits the VR hotel
in different time period throughout the year. The researchers will also conduct interview of 5
manages of the hotel to get idea about the future planning of the hotel that are aimed to improve
the customer service quality.
Data Analysis
Both qualitative and quantitative form of data analysis will be applied by the
investigators in order to analyze the collected data from the survey and interview. This will help
to ensure that most of the collected data are being analyzed properly using the thematic and
statistical tools. Hence, this will increase the reliability of the research result.

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Ethics and Limitations
It is important for the researchers to follow the ethical issues, which will ensure that there
are no unfair practices implemented in the investigation work. The major ethical concern for the
researchers is due to the fact that they might not get proper permission from the hotel
management in order to conduct the investigation work as there a risk of violation of publishing
classified data of the hotel into public domain.
The ethical issue is the major limitation of the research work. Another major limitation is
due to the fact that researchers might not get enough time to collect data from the entire sample
size that has been selected for the research.

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Reference:
Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online
management responses on customer satisfaction. Production and Operations
Management, 23(4), 570-582.
Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: an
application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7),
784-802.
Liamputtong, P. (2013). Qualitative research methods.
N. Torres, E., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management, 25(5), 642-659.
Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., & Ellis, T. (2016). Customer
satisfaction and its measurement in hospitality enterprises: a revisit and update.
International Journal of Contemporary Hospitality Management, 28(1), 2-35.
Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.

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Appendix
Questionnaires of Survey
 How are you satisfied with the quality of Service that is provided by the hotel?
a) Highly- Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Strongly Dissatisfied
 Are you likely to visit again in this hotel?
a) Definitely
b) Possibly
c) Definitely not
 Will you recommend this hotel to your friends and relative?
d) Definitely
e) Possibly
f) Definitely not
 How are you satisfied with the location of the hotel?
a) Highly- Satisfied
b) Satisfied

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c) Neutral
d) Dissatisfied
e) Strongly Dissatisfied
 How are you satisfied with quality of food and beverage?
a) Highly- Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Strongly Dissatisfied
 How are you satisfied with facilities of the hotel?
a) Highly- Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Strongly Dissatisfied
 What is your age?
a) 20-30
b) 30-40
c) 40-50
d) 50-60

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e) 60 Above
 Are you here for business of holiday purpose?
a) Holiday
b) Business
 What is your duration of stay?
a) 1-2 days
b) 2-3 days
c) One week
d) More than one week
How many times have you visited the hotel?
a) Once
b) Twice
c) More than twice
Questions for the Interview
 What are the existing strategies that the hotel has implemented in order to improve upon
customer service?
 What initiatives have the hotel taken in order to identify the issues that is causing Lo
customer satisfaction?
 What are your future plans that you would like to implement in order to improve upon the
customer satisfaction?
 What will be your prime area of focus, which you will implement to improve the rate of
customer satisfaction in the future?

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 Are you planning to make any investment in order to improve upon the quality of service
or provide training to the hotel staff?
 Have you attempted to measure customer satisfaction?
 Main group or individuals who stay and how many times they stay?
Rate of return guests?
 Do you see satisfaction being linked to loyalty/ return visits?
 What plans to improve satisfaction?
 What plans to improve loyalty?
 What groups do they want to return?
 What are you doing to get them back?