Employee Performance and Servicescape: A Case Study of Marriott Hotel

This report investigates the impact of servicescape design and service environment on employee performance in the hospitality industry, using Marriott Hotel as a case study. The research aims to determine how servicescape factors influence employee service orientation, job satisfaction, and overall behavior. The study explores the relationship between service climate and employee performance, examining factors such as interpersonal interaction, training programs, and the physical environment. The report includes a literature review discussing various perspectives on servicescape, service orientation, and their effects on employee attitudes and performance. The methodology involves a questionnaire to collect data, and the findings suggest that servicescape design significantly impacts employee satisfaction and service quality. The research highlights the importance of creating a positive service environment to enhance employee performance and reduce turnover, with recommendations for management strategies to improve employee attitudes and service delivery. The report concludes by emphasizing the significance of servicescape in the hospitality sector and its influence on both employees and customer satisfaction.

QUALITATIVE RESEARCH

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1...........................................................................................................................................1
Research aim and objectives ......................................................................................................1
Literature review ........................................................................................................................3
Methodology ..............................................................................................................................8
Expected Conclusion ...............................................................................................................12
PART 2..........................................................................................................................................15
Reflective Essay........................................................................................................................15
REFERENCES..............................................................................................................................20

ABSTRACT
Servicescape can be referred to as the study of design of service which has great effect
on the service environment. The present investigation has been conducted in order to determine
the impact of servicescape as well as service environment on service employees in hospitality
sector. In context of service sector quality plays very important that is highly influenced by the
environment prevailing in an organisation. The research report has highlighted the different
method which has been used for conducting the research on specific subject. Questionnaire
technique has been applied for collecting the information related to the topic. In addition to this,
brief description about the findings has also been given in research report. It has been found
from the study that the design of servicescape as well as service environment within an
organisation has great effect on employees attitude as well as performance at workplace. It has
also been found that the the level of satisfaction gained by workers from the environment at
workplace has great influence on the quality of service being delivered by them to customers.
The other fact which has been discovered is that it is the servicescape factor which has great
influence on the level of satisfaction gained by employees from the Job.

INTRODUCTION
Servicescape is basically a aggregate of the ambience as well as physical environment in
which the services are being delivered to customers. It involves the various facilities provided
by organisation to its employees internally as well as externally. In context of hospitality sector,
servicescape is considered to be as determinant of customer satisfaction. The design of
servicescape has significant effect on the employees performance within hotel sector. Service
environment in hotel is highly influenced by the design of service escape. It comprises of
physical as well as tangible elements which has significant impact on the physiological ,
emotional as well as cognitive state (Zemke, Raab and Wu,2018). The management in
hospitality sector take high initiative by applying the servicescape and to develop good
environment within an organisation so that Quality as well as timely and professional services
can be delivered to customers. Creative environment is created by manager in hospitality sector
for positively influencing employees to enhance their performance by delivering the services to
customers in unique way. Servicescape as well as element are the variables which somehow
effect the service orientation in hospitality sector. Development of good service environment in
hotel is very much important in order to ensure the engagement of all workers in
accomplishment of objectives of delivering high satisfaction to customers.
The research will emphasizes on determining the impact of servicescape design and
environment on the workers in hospitality industry. Marriott hotel has been selected for
performing the investigation. Marriott is basically a five star hotel which provides customers
with lodging, food and accommodation services. In study , the perception of the different authors
about the subject will be highlighted so that conclusion can be drawn easily. The detailed
information about the different techniques applied for performing the investigation on specific
subject will be given.
PART 1
Research aim and objectives
Aim : To determine the effect of servicescape design and service environment on the
employees in hospitality industry- A case study of Marriott hotel.
Objectives:
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 To identify the different factors effecting Employees service orientation in Marriott
hotel ?
 To analyse the influence of servicescape on Job satisfaction gained by workers in Mariott
hotel
 To determine the relationship between service climate and employees service orientation
within hospitality sector.
 To suggest the ways through which employees behaviour and performance can be
enhanced .
Research questions
 What are the different factors effecting employees service orientation in Marriott hotel ?
 What effect servicescape have on job satisfaction gained by the workers in Mariott
hotel ?
 What is the relationship between service climate and employees service orientation
within hospitality industry ?
 What are the strategies which can be applied through which employees behaviour and
performance can be enhanced ?
Rationale for selecting the topic
Marriott hotel is facing the issue of high employee turnover rate. In addition to this,
many of the workers in Marriott hotel is highly dissatisfied with the environment within an
organisation. An organisation in order to deal with such issue need to take high initiative for
bringing improvement in the environment in order to deal with the issue of high staff overture
rate. It is required by manager in an enterprise to develop understanding that it is the service
scape design which has great effect on environment as well as performance of employees at
workplace. Theretofore, by performing the research on specific subject researcher intends to
assist management in addressing the best strategies which can be applied for changing the
attitude of employees towards organisation and their performance can be enhanced.
In addition to this, by executing investigation on Particular topic investigator wants to
develop the understanding about the relationship between employees behaviour as well as
service environment. In addition to this, by facilitating the research on topic investigator intends
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to identify the different factors which have significant impact on service orientation in
hospitality sector.
Importance of the investigation
The investigation conducted on particular topic has great significance as it will help
manager in addressing the best ways through which employees performance as well as
behaviour can be improved. In addition to this, the conclusion as well as findings drawn from
the investigation will assist investigator in developing the understanding about the way
servicescape influence the job satisfaction level gained by employees by working in hospitality
sector.
Literature review
Theme: Factors affecting workers service orientation in hospitality sector .
According to the opinion of Nho, Vongphachanh and Cho, 2018., organisational service
orientation can be defined as the goods of enduring organisational policies, practices and
processes which supports and reward excellence service behaviour of employees. However , it
has been argued that organisational service orientation can be referred to as organisational wide
embrace of basic set of activities performed by enterprise in order to develop as well as deliver
excellence service. As per the perception of Secchi, Roth and Verma, 2019., service orientation
can be referred to as set of attitude which might influence communication between employees
and organisation within hospitality organisation.
As per view of Horng and et.al., 2016 there are several factors which affect employees
service orientation as well as business performance. Interpersonal interaction between
management and workers play the critical role in staff services and consumer satisfaction, both
concepts of emotion in service orientation and workplaces towards clients have attracted the
great deal of interest in hospitality sector. It is one of the factors that affect workers services and
performance abilities the most, due to lack of interpersonal interaction in company, staff cannot
be able to share their feeling and thoughts as they feel hesitate and uncomfortable within
organization. Interpersonal interaction is the communication procedure that includes exchange
of data, feeling and meaning by means of non verbal and verbal messages, between two or more
persons. It is very essential for business as to have good interpersonal interaction activities
between management and its all workers. According to Taheri and et.al., 2017 interpersonal
interaction is one of the biggest factor that affect staff services the most as well as also
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influenced business productivity and probability. Good interpersonal interaction helps workers to
ask any doubts and share thoughts from management. It help to build good relationship with high
authority and make them able to provide better services to its consumers. But on the other side,
as discussed by Ali and Amin, 2014 servicescape is the only factor which affect staff service
orientation and create barriers for performing well. The behaviour of worker and its satisfaction
to service is related to services scape. If company do not provide the great and high quality
servicescape to its workers they cannot be able to sustain for longer and provide good services to
consumers. Higher quality service scape is very essential for business growth and success, is is
one of the essential factor that help to gain competitive benefits. Gountas, Gountas and
Mavondo, 2014, stated that, lack of training and development program is the factors that
affecting workers services and performance. Without development and training session, staff
members will not been able to improve facilities which they offer to consumers. According to
the opinion of Liu, Bogicevic and Mattila, 2018, Service climate is considered to be as one of
the issue of major concern by employees working in hospitality organisation. The author has
also stated that it is the good service climate in hospitality industry which promotes customer
oriented behaviour of employees in hotel sector. According to the opinion of (), it is the
behaviour of management in an enterprise which has significant influence on employees
behaviour and also great effect on quality of services being delivered by workers to clients.
Theme: To determine relationship between service climate and employees service
orientation in hospitality sector.
As per the opinion of Lee, Noble and Biswas, 2018., service climate has very much close
relationship with employees service orientation in hospitality sector. The author has also stated
that the service climate is basically a environment in which quality of service as well as service
delivery help an enterprise in differentiating itself from that of competitors. Such type of
service environment within an organisation result into service related behaviour of workers. It
has been argued that service orientation is the part of service climate. Services are oriented by
the service climate, that also focuses on different business aspects such as Human resource
practices.
According to Garg and Dhar, 2014 services escape influence job satisfaction gained by
employees in hospitality industry. It refers to non human elements of environment in which
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facilities encounter occur, servicescape does not includes methods of payment, cooking, billing
and cleaning, external promotions and back of houses like cellars, housekeeping, store rooms and
staff change rooms. It only includes exteriors facilities like organizational service environment,
workplaces atmosphere, exterior design, parking, surrounding environment, interiors design,
equipment, décor and signage layout. If firm provide all the facilities to their workers like design
good interior for cooking areas and use good quality of lights around food preparation area
enhance workers performance and provide job satisfaction to them. Good lighting is very
important in kitchen, it help staff to cook food perfectly and help to make all the preparation
effectively which is beneficial for business growth. Management generally design lighting in
centre of cooking area that support workers to prepare without any mistakes. Lighting is so
essential in kitchen, where people cook food and serve to its consumers which help to gain their
trust and build strong relationship. When deciding whether areas needed warm or cool lighting as
colour tone completely transform cooking place. If organization have good natural light it make
their staff able to cook food efficiently and make them capable to serve on time. Dusek and
et.al., 2014 argues that services escape does not influence on job satisfaction gained by workers.
Interiors and exteriors design of building only attract people it does not related to employees job
satisfaction. With the help of attractive and unique exterior design company will be able garb the
attention of consumers and retain them for longer time period. Services escape is essential for
consumer satisfaction not for employees job satisfaction, it help to build good position and
reputation in marketplace. High quality servicescape consume a lot of time and need more
investment within existing business structure in order to provide good quality services.
Theme: Analyse the influence of servicescape on staff behaviour-
As discussed by Basner and et.al., 2014 staff behaviour and services environment
relationship is quite beneficial for business. Service environment involved all aspects of
company physical facility as well as other tangible aspects of tangible communication. With the
help of creating good service environment at workplace, management will be able to enhance
staff behaviour as well as performance. Positive service environment make all the workers able
to work effectively and provide better services to consumers. In order to sustain talented people
for longer time in company, management must create positive environment around workplace
which help to provide better satisfaction to its staff and improve their behaviour towards firm.
With the help of good service environment in business structure, staff can be able to perform
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better than before and it also enhance their productivity and performance. Both work together for
betterment, without positive environment management cannot be able to sustain skilled people
and it will create negative behaviour towards them. Service environment affect staff behaviour
and also decrease probability of organization which is not appropriate for its market position.
Staff behaviour is created through good service environment around work area. Chou, 2014
elucidated that service environment and workers behaviour is not related with each other, as their
relationship does not impact on staff satisfaction. Employees behaviour is depend on
management decision making procedure, not based on service environment totally. If the service
environment is not appropriate in firm, management can make better suggestions in order to
improve it which is beneficial for business. Thus, to improve staff behaviour company try
different things which help to enhance performance as well as productivity.
Theme: Suggesting the ways through which employees behaviour and performance can
be enhanced .
According to the opinion of Zemke, Raab and Wu, 2018 it is required by the management
in an organisation to provide coaching to employees as it is the best tactics which can be
beneficial in terms of changing behaviour of employees and encouraging them to improve their
performance. However, it has been argued by other authors that developing reward system is
one of the best tactics which can be applied for positively influencing people to change their
attitude and enhance their performance at workplace. As per the opinion of Bakirtzoglou,
Vryoni and Ioannou, 2018 , developing creative and good environment at workplace is very
much crucial for enabling workers to bring improvement in their behaviour as well as
performance at workplace. However, it has been argued by other authors that creating an
environment that fosters the right attitudes and optimal levels of employee investment can be a
challenge for management. According to the opinion of Kim and Baker, 2019. , management in
an enterprise can implement code of conducts which will be beneficial in relation to promoting
positive behaviour at workplace. The other also stated that implementation of rules as well as
regulation can be beneficial in terms of inspiring employees to change their behaviour as well a
improve their performance.
The other researchers as well as authors perceives that providing the continuous
feedback to workers when they are delivering services can be applied by organisation in
hospitality sector for encouraging people to give their best performance. Author has also stated
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that providing the feedback to employees regularly is the best tactics as it helps both
management as well as workers in improving their relationship that further has positive effect on
the behaviour as well as performance of employees within an organisation. According to the
perception of Kaminakis, Koritos and Gounaris, 2019., in order to support employees in
improving the performance as well as behaviour at workplace, management in an organisation
need to provide workers with all the resources that are needed for delivering services to
customers. However, it has been argued by other authors that it is very much essential for
manager in an enterprise to address the obstacles creating the hindrance in the success as well
as professional growth of workers. It is considered to be as one of the beat tactics as it will help
management in developing the strong bond with workers which can be beneficial in terms of
improving environment at workplace. AS per the opinion of Dedeoglu, Buonincontri and
Okumus, 2018, clarification of roles as well a responsibilities is very much crucial in order to
support workers in improving their performance at workplace. It has been argued by other
author that leaders as well as supervisors is record to demonstrate the track record of honesty
while dealing with employees, as this tactics will help management in bringing drastic
improvement in the attitude as well as performance of employees. According to the opinion of
Avan, Zorlu and Özmen, 2019, transparent communication between management as well as
employees is very much important in order to avoid conflicts and maintain peaceful
environment within an organisation. It has been argued that transparent communication is not
sufficient for positively influencing workers to change their attitude and improve performance.
According to the perception of Line, Hanks and Kim, 2018., employee empower is considered
to be as one of the best strategy which can be applied by management in an organisation for
motivating employees to adopt the customer oriented behaviour. The author has also stated that
employees empower strategy will support an organisation in bringing drastic improvement in
quality of services. Employees empowerment is considered to be as an appropriate strategy as
author believes that workers in service department requires flexibility for making decisions
about the techniques which can be implemented for providing high level of satisfaction to
customers. As per the opinion of Juan and Sheu, 2019, , management in an enterprise is
required to inform workers about service standard, as this tactic can be applied by management
in hotel for enabling employees to improve their performance at workplace. It is the strategy
through which manager in an enterprise can provide high level of satisfaction to workers. It has
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been argued that leadership is very much important in order to positively influence people to
change their attitude as well as improve their performance at workplace. The author has also
stated that an effective leadership will assist an organisation in developing and maintaining
positive service orientation.
Methodology
Methodology in research is basically a detailed specification about the way investigation
will be executed. It highlights the various philosophies, techniques , approaches and strategies
will be applied for collecting, analysing and interpreting the information about the topic.
Selection of the methodology for performing the investigation is highly influenced by mainly
two factors these are nature of the study as well as problem being identified during investigation.
Making the best choice of method conducting the investigation is very much essential in order to
accomplish desired aim and objectives. Different methods which will be used by the researcher
in present study for collection , analysis and interpretation of information are:
Research type : It is one of the element of research methodology which mainly specify the
type of investigation which will be executed. Nature of problem as well as study are the two
variables on the basis of which the choice related to type of investigation is made by investigator.
Well known type of investigation which are generally performed by researchers are Qualitative
as well as quantitative (Vos, van Hagen and Pruyn, 2019). Qualitative research mainly includes
accumulation of all facts related to the subject. Whereas , quantitative research mainly involves
collection of numerical data related to the subject chosen for investigation.
The topic of present study is to determine the impact of servicescape design as well as
environment on employees in hospitality industry, which is qualitative in nature therefore,
investigator will apply the qualitative technique for performing the different activities during the
time of investigation. One of the main reason because of which researcher will perform the
qualitative research is that , it is the type of investigation which enables huge amount of data
collection that can be further beneficial in terms of reaching to conclusion as well as making an
appropriate decision.
Research approach : It is basically a strategy or process which is designed by the investigator
based on the assumption about the various techniques or research method which can be applied
for gathering, analysing and interpretation of data related to the subject. The research approach
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is determine on the basis of the nature of issue identified during the time of investigation. It is
the research approach which supports investigator in achieving aims and objectives. Qualitative
research approach provide the detailed information about the group experience. The two
different types of approaches which can be applied for performing the study on specific topic
includes inductive as well as deductive (Mackey and Gass, 2015. ). Inductive research approach
mainly emphasizes on formulation of new theories using the data collected during the time of
investigation. On the other hand, deductive research approach is mainly concerned with
formulation of new concepts using the existing hypothesis. The selection of the research
approach is completely based on the objectives of undertaking the research.
Inductive research approach will be applied by investigator for conducting the
investigation on topic determining the effect of servicescape as well as environment on the
employees in hospitality sector (Neelankavil, 2015). Rationale because of which investigator will
apply inductive research approach is that it assists investigator in identifying the main cause of
the issue. Other reason because of which investigator will apply inductive research approach is
that specific approach to investigation enables researcher to explore new phenomenon. It also
narrows the scope of investigation.
Research design : it is basically a model which consist of detailed information about the
different techniques which can be applied by investigator for integrating the different elements
of the study. Selection of an appropriate research design is very much important in order to
handle the issue in proper manner. Specific Research design is also applied by researcher in
order to analyse the different measures of the variables in the problem chosen for investigation.
It is the research design which assists investigator in getting the answers to research questions.
The researcher design can be classified into the following these are experimental, descriptive,
explanatory and exploratory. Research design basically defines the way investigator will gather
the answers to questions. The research design also assist researcher in making decision.
Experimental research design is basically a scientific approach which is applied by
researcher in order to execute investigation on specific topic. It is the research design which are
generally used by the scientist for performing scientific research. Experimental research design
is also considered to be as aggregation of all research design which utilises manipulation as well
as controlling testing for developing the understanding about causal relationship. In relation to
the experiential research design more than single variables are manipulated for determining their
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impact on dependent elements. Experimental research design can also be defined as a proper
structure in which investigation is being performed by researcher.
Exploratory research design, it is type of research design which is applied for the studies
involving the issues which has not been clearly studied before. It is the exploratory research
design which supports researcher in identifying one of the best technique for collection of
information. It also provide investigator an ease in selection of the topic for performing study.
Exploratory research design, it is a design which is generally applied to such investigation where
the research on specific issue has not been performed previously.
Explanatory research design is mainly performed by researcher for those problem which
has not been studied properly earlier. It is the research design which explain the different aspects
of the study in detail.
Considering the advantages as well as disadvantages of different research design ,
Investigator will apply the exploratory research design for performing the investigation on topic
the effect of servicescape design and service environment on the employees in hospitality
industry. Explanatory research design will be applied by investigator in present study because it
provide the flexibility of various sources from where the data related to the specific subject can
be gathered.
Research philosophy : It is very much essential element in research philosophy. Research
philosophy specifies the way research can be conducted. Research philosophy can be refereed to
as assumption made by people about the strategies which can be applied by the investigator for
performing different activities during investigation procedure these are data collection , analysis
and interpretation of data related to the topic. Research philosophy can be categorise into two
these are interpretive as well as positivism (Ozanne, Tews and Mattila, 2019.). It is the research
philosophy which assist investigator in performing the study in systematic manner.
Interpretive is basically a naturalistic research approach which can be applied for
performing investigation on specific topic.
Research in present investigation procedure on topic effect of servicescape design and
service environment on the employees in hospitality industry will apply interpretive research
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philosophy, as it integrates human interest into the study. Investigator will apply
interprevitism philosophy in present study because specific research philosophy supports
investigator in ensuring the high validity as well as reliability of information collected from
both primary as well as secondary sources.
Positivism research philosophy is the hypothesis which is based on believe that an
individual gain knowledge naturally. They obtain information on the basis of sensory
experience. The other assumption made in the positivism theory is that information is
interpreted by an individual is always supported by rationale as well as logic. It is type of
philosophy which is suitable for the investigation project which needs a structure as well as
qualitative approach.
Sampling : it is the activity of choosing few people representing the population as participants in
the investigation procedure.. Sampling activity will be performed by researcher in present study
for making the data collection procedure easier as well as simpler. Selection of suitable
sampling technique as well as sample is very much crucial as this factor can have significant
influence on research outcome. The two main form of sampling technique can be classified into
two these are probability and other is non – probability sampling.
Probability sampling, each and every individual is provided with an equal opportunity to
participate in investigation procedure. In context of research , non -probability is a form of
sampling technique where any individual positioning at odd positions is being chosen as
participant in research (Haar, Staniland and McGhee, 2018,) . The various techniques used for
probability sampling are random , cluster, stratified, purposive etc.
The researcher in present study on subject analysing the effect of e effect of servicescape
design and service environment on the employees in hospitality industry researcher will apply
the purposive sampling technique for choosing few people as participants in research.
Investigator has selected twenty manager working in Marriott hotel as respondents. Manager has
been selected as participant in researcher because researcher believes that management can
provide them with detail facts related to the topic.
Data collection: it involves accumulation of the facts as well as figures related to the topic.
Without the information the research activities can not be proceed further. Facts about the topic
can be accumulated from both primary and secondary source.
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Secondary source involves collection of information about the topic using books,
journal, magazines etc.
Researcher will use both primary as well as secondary source for accumulating the
information about the subject. Investigator will apply questionnaire technique for gathering the
data related to the impact of servicescape and environment on employees within hospitality
sector (Darder,, 2019). The questionnaire will be distributed to participant using through E-mail.
It is the technique which will be applied by researcher in order to provide respondent an ease in
providing the response to to questions.
Data analysis : It is the procedure which mainly involves refinement of the facts which is
performed in order to extract meaning information. Analysing the information assist investigator
in reaching to the meaningful information and assist them in making good decision. The
technique which can be utilised for analysing the information are qualitative as well as
quantitative. In context of quantitative research, the SPSS is used as technique for analysing the
data. Thematic analysis is the methodology which is applied for analysing the facts in
qualitative research (Myin‐Germeys, Viechtbauer and Reininghaus, 2018. ). As the present
study is qualitative in nature, investigator will apply the thematic analysis technique. Themes
will be formulated on the basis of responswe3 provided by participants during the study. The
main advantage of thematic analysis is that it supports investigator in analysing the pattern of
answers given by participants during investigation procedure.
Expected Conclusion
All the techniques that will be used by investigator in present study for analysing the
effect of servicescape design and service environment on the employees in hospitality industry
are appropriate and will assist researcher in accomplishing aim and objectives.
The main advantages of Qualitative research is that it enables researcher to
deeply analysis the findings. In addition to this, other benefit of qualitative research is that it
assists investigator in developing the in depth understanding about the topic which is very much
essential in order to make right judgement (Hart, 2018. ). It also enables researcher to explore
the hidden facts about the topic that can have significant influence on outcome or findings of
investigation. By applying the qualitative research technique investigator can positively
influence people to provide more detailed information about subject that could be helpful in
relation to increasing the knowledge about the topic.
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The biggest drawback back of the qualitative research is that collection of detailed
information about the topic can be quite time consuming procedure. In addition to this, other
major weakness of the qualitative research is that there are high chances of biases from the side
of researcher in interpretation of facts related to the subject.
Main benefit of performing the Quantitative research is that it supports investigator in
improving the generalisations of outcomes. The quantitative study enables researches to ensure
accuracy of the results drawn from investigation. Other advantage of quantitative research is that
it helps in elimination of biases from the side of researcher (Drozdzewski, 2018.) . In addition
to this, probability of reaching to the final outcome is very much high in context of Quantitative
research. Large degree of objectivity is considered to be as other advantage of the quantitative
research. Quantitative research also enables investigator to make comparison between different
variables. It also supports researcher in making sure that the outcomes are highly valid and
reliable. Quantitative data ad researcher in eliminating the confusion or misunderstanding which
might take place at the time of interpretation of data. It assists in minimising the subjectivity of
judgement.
The biggest drawback of Quantitative research is that investigator might have to face the
challenges or issues in controlling the situation where the phenomenon has taken place. In
addition to this, researcher might lack the ability to control the situation where the answers are
to be provided by participants. Other disadvantage of Quantitative research is that it enables
collection of limited amount of information related to subject. Only numerical outcomes can be
generated by applying the Quantitative technique which is considered to be as insufficient in
relation to reaching to conclusion and making appropriate decisions.
Benefit of inductive research approach is that the code of conduct which are to be
followed by stakeholders as well as participants during investigation procedure can be quickly
defined.
The major drawback of inductive research approach is that the relevant hypothesis are
not considered at the beginning of investigation. Other disadvantage of inductive research
approach is that it only provide general conclusions about the subject.
One of the big advantages of the deductive research approach is that it helps investigator
in developing the understanding about relationship between different variables. Major drawback
of the deductive research approach is that it does not promotes divergent thinking.
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The main benefit of the experimental research design is that it provides the outlines of
the different processes which are to be conducted for accomplishing desired aim and objectives.
In addition to this, experimental supports investigator ion testing theories and helps them in
reaching to valid conclusion. Other biggest advantages of experimental research design enables
investigator to retain their control on different variables of the study.
Biggest drawback of experimental research design is that there are high chances of
generation of the outcomes. The other disadvantage of experimental research design is that there
are high chances of human error. In context of experimental research design investigator might
have to face difficulty in analysing the response of the participants.
Biggest cons applying the exploratory research design is that there are high chances of
decision taken by researcher. In addition to this, it is quite difficult to interpret information using
the exploratory research design.
Main pros of utilising the exploratory research design is that it assist researcher in finding
the main cause of the problem. It also supports investigator in identification of the hidden data
or information , exploration to which can be helpful in relation to making sound decisions.
Main advantage of explanatory research design is that it enables investigator to provide
detail information about the findings (Meltzoff and Cooper, 2018. ). Other benefit of explanatory
research design is that it enables researcher to gather the sufficient amount of evidence in order
to support the findings. It also assist investigator in studying the issue in an efficient manner. In
addition to this, explanatory research design enablers researcher to develop the detail
understanding about the problem which is very much essential in order to find suitable solution.
The other advantages of explanatory research design is that it enables investigator to connect
different ideas as well as develop understanding about various rationale , causes and effects. It is
the explanatory research design which supports researcher in getting the justification for the
occurrence of specific phenomenon.
Biggest disadvantages of interpretive research philosophy is that the primary facts
produced in interprevitist studies can not be generalised. In addition to this, the outcome of the
investigation is highly influenced by the perception of researcher.
The main advantages of interpretive research philosophy is that it provides proper framework for
performing investigation (Peter and Park, 2018). In addition to this, other advantages of
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Positivism research philosophy is that there are less chances of human error. It also supports
investigator in ensuring the accuracy in the result.
Biggest drawback of positivism research philosophy is that it doest not assist in driving
conclusion from subjective approach. Inflexibility is considered to be as other major drawback of
using the positivism research philosophy for performing investigation.
The main benefit of probability sampling is that it assist researcher in eliminating the
chances of biases in selection of sample.
Major drawback of probability sampling technique is that there are high chances of
selection of wrong sample. In addition to this, probability sampling may not work if the sample
selected is not homogenous . Other disadvantages of probability sampling technique is that there
is high complexities and it is quite time consuming.
Main advantages of Non - Probability sampling is that it is less time as well as cost
consuming. The biggest disadvantage of non-probability sampling is that the sample selected is
too small because of which huge amount of information related to the topic can not be collected.
The main benefit of collecting the facts about the topic from primary source is that it
assist researcher in analysing the pattern of responses provided by participants. The main
advantage of gathering information from primary source is that It helps researcher in
eliminating the chances of biases in investigation. The biggest drawback of accumulating
information from the secondary source is that the task can be quite time as well as cost
consuming (Kesseba, Awolowo and Clark, 2018).
Main benefit of secondary source is that information about the subject can be gathered
in cost efficient manner. The other benefit of collecting the secondary sources is that huge
amount of fact related to the topic can be collected that could be helpful in relation to making an
effective decision.
PART 2
Reflective Essay
Both qualitative research as well as quantitative research require implementation of different
tools while carrying out the research and their methodologies also differ. This process of
similarities and differences can be categorized in various headings.
The easier method:- Out of the two methods, the one which I have found easier is qualitative
research method. Qualitative method involves implication of various theories and models which
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are relevant to the aim of research and then forming conclusions accordingly. The data is
gathered by conversing with people or by observing them and then interpretations are drawn.
The major reason that I prefer qualitative research methodology is that it takes into account the
human aspect and integrate them with the analysis is done which helps in generating realistic
conclusions which can be applied and tested in real life as well. This provides better clarification
while studying the research conducted. There are various types of qualitative research methods
including case study analysis, observation method, interview method etc. which help in
conducting the qualitative research successfully.
But on the other side, quantitative research involves formulation of hypothesis i.e. defining
independent and dependent variable suitable for accomplishing the aim of research and then
these variables are interpreted using tools and software like SPSS etc. which analyses the
quantifiable data collected in the form of statistics and other numerical data which can be easily
interpreted. There are various types of quantitative research like experimental, quasi-
experimental, correlational etc. which studies the relation of two or more than two variables.
Since qualitative research does not require implication of any complex tools or software and can
be done in a much easier way, I prefer to use qualitative method. This also provides the
additional facility of including conversations and a personal touch while formulating a
questionnaire unlike quantitative research questionnaire which is formulated on the basis of hard
facts.
I think that apart form the fact that it simpler that quantitative research, what is really alluring is
the fact that the conclusions that are drawn are extremely relevant and realistic as he researcher
understands the aspect of every respondent, his mental state etc. and can include these aspect in
his interpretations as opposed to quantitative research which only takes into account those
defined facts and figures which have been used rather than accommodating other aspects as well.
Also, qualitative research is extremely useful in research relate to societal aspects, behaviours
etc. which require analysis of qualitative aspect related to the topic and cannot be evaluated
without considering the human aspect.
However, in qualitative research, the researcher often face the issue of properly analysing the
impact on cost etc. as it is difficult to determine the impact in numbers and therefore, it is a bit
tough to quantify the impact but yet despite this problem, qualitative research is an extremely
efficient method and recently, many software and other tools and techniques have been
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developed which help in implementing the tools and techniques associated to qualitative research
successfully and also ascertaining its impact in terms of financial and other fields (Glaser and
Strauss, 2017). Therefore, after careful evaluation of all the aspects related to the qualitative
research methodology as well as quantitative research methodology, I have concluded that
qualitative research is much simpler and yet yields higher and more accurate results when
compared as the results are realistic and can be implemented in real life situations as well.
The method preferred for my doctoral research:- In the present report, for conducting the
research on the aim of my report which was identification of the impact of servicescape on
employees belonging to hospitality sector for e.g. Marriott Hotel, I have preferred to use
qualitative research techniques rather than quantitative method. In the following paragraph I
have detailed the reasons that motivated me to adopt qualitative over quantitative method for this
report:-
This research was carried out over hospitality sector which involved identification of those
factors which affected employee service orientation and this analysis is based purely in
qualitative aspects like observation, informal questioning etc. and therefore, qualitative research
was a more feasible and relevant option.
Further, this research involved analysis of the influence that servicescape had on the job
satisfaction of employees at Marriott Hotel and this again could not have been accomplished
without implementing qualitative tools like in-depth interviews, discussions etc. and these again
could be achieved only by implementation of qualitative tools.
The third thing which this research focused on was, determining what kind of relationship
existed between the service climate and employee service orientation and what better method to
determine this through focused group interview method using qualitative technique so that view
point of both the aspects could be determined and then relevant results could be determined. This
would give a much better view on how the things are getting on as compared to the
implementation of quantitative research techniques.
The last part of this report required suggestion of better and improved methods through which
the performance of employees and work culture could be improved and suggestions can be made
only when the researcher understands what exactly was the emotion that the respondent was
experiencing and therefore, I implemented questionnaire technique and informal interview
method where I could know what the employees of Marriott Hotel actually felt and what were
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their opinions regarding practices that would enhance their performance. Now had I
implemented some other quantitative technique, then it would not have given me the required
results and my interpretation and conclusions would not have been as justified.
Apart from failure in achieving the objectives, I would not have been able to fulfil the basic
purpose of research if I had implemented quantitative research techniques because first of all it
was the hospitality industry which I was researching and further it required evaluation of the
relationship and mindset of employees working at Marriott Hotel and the work culture of that
place. This required implementation of qualitative research tools i.e. observation method,
questionnaire method, focused group interviews, informal interviews etc. so that the research
could help in interpreting meaningful and relevant conclusions and findings (Bryman, 2017).
Therefore, in my opinion, I found that the best method for conducting my research was
implementation of qualitative research tools in my report and I preferred that over
implementation of quantitative research tools which would have proved redundant in conducting
research for my topic.
Similarities and differences between quantitative and qualitative research methods:- Both
qualitative as well as quantitative research require analysis of certain facts and figures which are
analysed to interpret relevant conclusions and findings. Throughout my research, I identified that
while at some points both the techniques differed entirely, there were still pints of similarity as
well.
Differences:-
QUANTITATIVE TECHNIQUE QUALITATIVE TECHNIQUE
Quantitative tools are most suitable when
certain facts pertaining to the reality need to be
analysed or when scientific data needs to be
analysed. This technique helps in quantifying
the data into fixed and measurable terms that
helps in classifying the data into measurable
interpretations.
This techniques is most suitable when the
researcher aims to discover or analyse facts
related to the social causes, social elements,
human behaviour etc. as this technique focuses
on quality of data collected and is most useful
in collection of theoretical facts and figures.
Under quantitative data, methods that are
generally used involve, experiments, closed or
Since qualitative data involves interpretation of
theoretical facts and figures, methods like
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structured questionnaires, rating scales etc.
which help in determining the existing
patterns, identifying the relationship between
two or more than two variables etc. which
helps in concluding specific findings which
can be measured in units.
informal interviews, journal analysis,
observation, cultural analysis, unstructured
interviews, thematic analysis etc. are some
methods of interpreting qualitative data which
integrates personal experience with the data
that is to be interpreted and therefore includes
human aspect as well.
Similarities:- The similarities between quantitative and qualitative research involves certain
points which are shared by both of them:-
Under both qualitative and quantitative research, raw data needs to be assimilated and for this
purpose, respondents or participants are necessary. Whether they are humans or other reliable
sources, participants are required for conducting the research (Brannen, 2017).
The ultimate purpose of both qualitative as well as quantitative research is analysing the data
collected for e.g. if respondents were asked how a particular image made them feel i.e. happy,
sad etc. than this will e qualitative analysis and further, evaluation that number of people who
answered happy or sad comes under quantitative analysis and this also points out that one
analysis can act as a basis for another analysis.
Therefore, it can be interpreted that while at some points, there can be differences in both
the techniques, at other points these are similar as well. After stating all the arguments above, I
can sufficiently conclude that both qualitative as well as qualitative techniques have their own
benefits, drawbacks and relevance and therefore it is extremely important to analyse which
technique is to be applied based on the nature of data to be collected and interpretation to be
made.
19

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