Research Report: High-Quality Products, Customer Satisfaction, and NHS

This research proposal and subsequent report delve into the critical role of high-quality products and services in the hospitality industry, with a specific focus on their impact on customer satisfaction and morale, using the National Health Service (NHS) as a case study. The research aims to ascertain the importance of quality, identify its influence, evaluate the relationship between quality and satisfaction, and recommend strategies for achieving satisfied customers. The literature review highlights the significance of meeting customer expectations, managing reputation, and adhering to industry standards. The methodology includes a qualitative approach, descriptive research design, and inductive approach for data collection. Expected outcomes emphasize the link between customer satisfaction and business success, particularly in service industries. The report analyzes the importance of quality products for customer retention, profitability, and meeting customer expectations within the NHS, emphasizing the need for high-quality services to improve patient satisfaction. The research explores the connection between quality and customer satisfaction, and the impact of competition on customer loyalty.

RESEARCH
PROPOSAL

Table of Contents
TITLE: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of the Research .....................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives ..............................................................................................................1
Research Question..................................................................................................................1
Rational for Research ............................................................................................................2
Literature Review ..................................................................................................................2
Research Methodology...........................................................................................................4
Expected Outcomes................................................................................................................5
Time scale...............................................................................................................................5
RESEARCH PROJECT...................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of research....................................................................................................1
1.3 Research aims...................................................................................................................1
1.4 Research objectives..........................................................................................................2
1.5 Research questions...........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Type of methodology.......................................................................................................1
3.2 Data Sampling..................................................................................................................1
3.3 Sources of data ................................................................................................................1
3.4 Limitations........................................................................................................................1
CHAPTER 4: DATA ANALYSIS..................................................................................................2
4.1 Data Analysis....................................................................................................................2
4.2 Data and relation variables...............................................................................................3
CHAPTER 5: CONCLUSION AND RECOMMEDATION........................................................10
5.1 Conclusion......................................................................................................................10

REFERENCES..............................................................................................................................11

TITLE:
To ascertain the importance of high quality products or services in hospitality industry
and its impact on developing customers satisfaction and moral. A case study on National Health
Services (NHS).
INTRODUCTION
Overview of the Research
In the world full of competition the basic purpose of each individual and organisation is
to satisfying the needs and wants of people at market place as it create value in attaining higher
profitability (Marchington and et. al., 2016). Customers satisfaction consist to be an essential
element which plays a vast role in developing organisational performance and productivity at
market area. In hospitality sector high quality products and services are essential as these are
helpful in rendering satisfactory services and treatment to the patients in respect to making
improvement in their physical and mental condition. NHS is the most popular service provider
industry and focused on rendering high quality products and services to the people who are not
able to taking benefits of any kind of health services. National health services is the name used
for each and every public health services in the country of united kingdom.
Research Aim
To ascertain the importance of high quality products or services in hospitality industry
and its impact on developing customers satisfaction and moral. A case study on National Health
Services (NHS).
Research Objectives
 To determine the importance of quality products in order to attain customers satisfaction.
 To identifying the influence of high quality products and services in hospitality sector.
 To evaluate the relationship between high quality products and customers satisfaction.
 To recommend various ways by which hospitality industry can attain satisfied customers.
Research Question
 What are the importance of quality products in order to attain customers satisfaction?
 What are the influence of high quality products and services in hospitality sector?
 How to evaluate the relationship among high quality products and customers satisfaction?
1

 What are the essential ways by which hospitality industry can attain satisfied customers?
Rational for Research
The research into consideration is based on the importance of high quality products and
services with hospitality sector and its influence on customers satisfaction. A rational for
research is consist to be a set of various reasons that are offered by researcher for conducting a
proper and effective research on a particular topic (Bratton and Gold, 2017). In this competitive
world high quality products and services can be considered as an most essential issue in
hospitality sector as people are not satisfied with the offered goods and services of firm. The
major focused are of each small as well as large business enterprises is to identifying the basic
needs and wants of people are produce goods and services as per the demand of people.
Literature Review
This can be described as a most essential part of research project as it helps in conducting
an in-depth research on a particular topic through the view point of various writers and authors.
This also helps in providing a significant direction to the researcher for carry out the whole work
in right direction.
Importance of quality products in order to attain customers satisfaction
As per the opinion of Lan Linton, 2018, high quality products and services are essential
for business growth and success. Managing quality is crucial for each small as well as large
business enterprises as it is cost consuming in nature. High quality products helps in managing
customers loyalty and satisfaction and also essential for reducing risk. High quality products and
services are important in attaining customers satisfaction, some importance of high quality goods
and services are associated as below: Meeting Customers Expectation: In this competitive era the choice and preference of
customers are changing rapidly as per the change arises in market trend. Different people
are having different expectation and for this organisations are concern on providing high
quality items as per their demand and preferences (Meroni and Sangiorgi, 2011). If
company is not able to fulfilling the demand than customers can easily switch to the
alternatives. Managing a reputation: Quality has a huge influence on companies reputation, so each
firm is concern on developing their quality aspects as to managing reputation at market
place.
2

 Meeting industry standards: Quality standard can be considered as an effective element
for managing customers satisfaction as quality standards are dealing with particular
customers and complying with various legislations. As a public sector company NHS
needs to maintain their quality standards as to attain high customers satisfaction.
The influence of high quality products and services in hospitality sector
Ass per the opinion of Laureani, 2012 hospitality can be considered as an most
developing sector and contributes a huge amount of rupee in development of economy. Quality
management plays a crucial role in hospitality sector as it is required for each small and large
hospitality firm to maintain their quality standard in order to providing satisfactory products and
services to their significant buyers. There is a huge influence of high quality products and
services in hospitality sector in which some are evaluated as below: Customers satisfaction: High quality goods and services are essential for attaining
customers satisfaction as in this modern era people are very much concern about quality
of products rather that its prices. High profitability: High quality of goods are helps in gaining attention of large number
of customers towards their offered products and services and this may create value for
firm as the productivity of firm can be increased. Customers expectation: Each individual is having some expectation from organisations.
In hospitality sector the basic objective of firm is to fulfilling the basic desires of people
in respect to improving mental and physical condition of patients.
The relationship between high quality products and customers satisfaction
As per the view expressed by Dan Jenkins and Nick Mival, 2016, quality is something
which is essential for each individual as it is something we all look for. In this competitive world
people are very much conscious about high quality ingredients and spend a huge amount in
gaining satisfaction. Competition is so high at market place if people are not feeling satisfied
than they can easily switch to the other rivals, so to attaining high customers satisfaction
organisations are concern on developing variety of products and services. Quality is an essential
aspects for business as it helps in developing organisational performance at market place.
Organisations are very much focused on sustaining customers for long time as to gaining high
profit and revenue. In service sectors such as NHS are concern on providing high quality
products to the people as to enhancing customers satisfaction and moral (Mosadeghrad, 2012).
3

Research Methodology
This can be evaluated as the most important part of research project as it helps in
selecting a right way to reaching at final result and outcome. This sections has various
application that all plays a vast role in moving forward towards right direction, some essential
applications are described as below:
Type of investigation
This consist to be a primary step of research methodology as it is important for researcher
to select the type of research, it can be qualitative or quantitative in nature (Mohammad
Mosadeghrad, 2013). In the present research qualitative research has to be taken into proper
action as the accumulated data and information are based on qualitative means.
Research Design
This is also an another essential part of research methodology as it can be classified
among three major parts such as descriptive, exploratory and experimental research design. In
the present research project descriptive research design has to be taken into proper action.
Research Approach
This can consist to be two major type such inductive and deductive research approach. In
this current research project inductive research approach has to be taken into proper action as it is
effective for qualitative means of data.
Data Collection
This can be described as an most essential part of research as it helps in gathering data
and information for carry out the research work in appropriate direction. This can be divided
among two major part such as primary or secondary source of data collection. Both the resource
are effective for reaching at final output (Wandersman, Chien and Katz, 2012).
Ethical Consideration
Researcher faces various issues and conflicts at the time of conducting a research project.
Time and cost considered to be the most essential issue which are faced by researcher while
conducting a research project. It is essential for researcher to create an effective time frame as to
implement all research activities in well planned and systematic manner. Proper flow of funds
and capital needs to be managed by researcher.
4

Expected Outcomes
From the description of above mentioned report it has been concluded that each business
firm are concern on fulfilling the basic desires of customers as to gaining high customers
satisfaction. This create value for high growth and success for firm. In a service industry people
are very much concern about the high quality aspects as it is required for organisations to render
high quality products and services in respect to creating improvement in physical and metal
condition of people. Customers satisfaction is most essential element for each business firm as it
I effective in gaining high growth and success at market place.
Time scale
5

6

RESEARCH PROJECT
TOPIC: To ascertain the importance of high quality products or services in hospitality
industry and its impact on developing customers satisfaction and moral. A case study on
National Health Services (NHS)
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Customers are the only profit makers of an enterprise so satisfy their needs and offer
them products as per their specific requirements is very essential for a firm. Without this a
business enterprise can not survive in market. Satisfaction of customers increase profits of firm
and at the same time provide competitive benefit (Abd-El-Salam, Shawky and El-Nahas, 2013) .
Customers satisfaction can be achieve by firm by offer products and services to is customers.
Today, quality is known as one of the most important element of a product when company offer
quality products to its customers then it not only help in satisfy the needs of customers but at the
same time help in attract large number of potential customers. Further, this contribute a lot in
success and growth of enterprise.
1.2 Background of research
Today number of enterprises are there who offer number of products to its customers for
satisfy their needs. It is very important for an enterprise to offer quality products to its customers
as this element motivate individuals to buy company's product (Ali and et. al., 2010). Further, it
support firm in satisfy the needs of its customers and retain them for long time period. NHS is
most popular and biggest service provider in health and social care sector, firm focus to offer
high quality services to its customers for fulfil their requirements. Quality play a big role in
success and growth of an enterprise especially in case of service industry. Further this help firm
in retain its customers for a long time period.
1.3 Research aims
To ascertain the importance of high quality products or services in hospitality industry
and its impact on developing customers satisfaction and moral. A case study on National Health
Services (NHS).
1

1.4 Research objectives
 To determine the importance of quality products in order to attain customers satisfaction.
 To identifying the influence of high quality products and services in hospitality sector.
 To evaluate the relationship between high quality products and customers satisfaction.
 To recommend various ways by which hospitality industry can attain satisfied customers.
1.5 Research questions
 What are the importance of quality products in order to attain customers satisfaction?
 What are the influence of high quality products and services in hospitality sector?
 How to evaluate the relationship among high quality products and customers satisfaction?
 What are the essential ways by which hospitality industry can attain satisfied customers?
CHAPTER 2: LITERATURE REVIEW
This is known as one of the most important element of every research. One of the main
benefit of this is that it help researcher in carry out an in depth study. In this viewpoints of
various researchers are collected.
Quality of products and its importance in satisfy the needs of customers
Meroni, 2011 concluded that in today's business environment, offer high quality services
to its customers is very essential for an enterprise. For achieve success, it is very important for
every firm to satisfy the needs of its customers and this can be only achieve by offer them quality
products and services. Further, quality services help firm in attract large number of customers. It
is very important for business organisation to carry out research about the attitude and behaviour
of customers as with help of this company can offer them products as per their specific
requirements. This increase profits of firm and at the same time provide competitive benefit to
company. Further, satisfaction of customers ensure long term survival of company and provide
various opportunities for growth (Aurier and N’Goala, 2010). Concern of NHS is to offer high
quality services to all its patients as with this firm can serve large number of customers.
2

CHAPTER 3: RESEARCH METHODOLOGY
It is considered as most important part of research which provides direction to researcher
regarding completion of their research work (Zamil, Areiqat and Tailakh, 2012). It provides the
opportunity regarding determination of the objectives and aims. It helps in identification of the
factors which affects the research work. It contributes in attainment of effective results.
3.1 Type of methodology
It includes the methods which are available to conduct research. There are two main
methods which are used to carry out the research qualitative and quantitative. Under quantitative
research, Statistical tools are used to draw important conclusions and information in form of
numbers and figures. On other hand, Qualitative research includes the study of behaviour,
attitudes, emotions and belief of respondents.
3.2 Data Sampling
It includes the process of designing sample which helps in selection of respondents from
total population and carry out research activities with the helps of different research questions
(Van Doorn and et. al., 2010). To carry out their research work, researcher select 30 respondent
from total population. Further, primary source of data collection method is used, under which
questionnaire is prepared which comprises 10 different questions.
3.3 Sources of data
There are two main methods which are used regarding the collection of data which are
celled as primary and secondary methods (Data Sources, 2018). It is identified by the researcher
that primary source of data collection is more appropriate to collect relevant and reliable
information. By using this method, Close ended questionnaire is prepared having 10 different
research questions. These questions are asked to 30 selected respondents to ascertain their views.
3.4 Limitations
There are many limitations which are faced by researcher during research work. This will
effect the ability of researcher regarding grab important information. It is the duty of the
researcher is to keep the data collected from respondent is confidential. The major difficulties
which are faced by researcher is regarding time and cost which hinder the growth of their
functions.

CHAPTER 4: DATA ANALYSIS
4.1 Data Analysis
Questionnaire
Name:
Age:
Gender:
Occupation:
Contact no.:
Email id:
Q1) Does products and services with high quality help firm in better fulfil the requirements of
its customers?
 Yes
 No
Q2) What is the major way through which customer satisfaction can be attain in hospitality
sector?
 Discount
 Quality products
 Value services
 Customise packages
Q3) Does quality play a significant role in satisfy the needs of customers?
 Yes
 No
Q4) What is main factor related to Quality Management should be used by National Health
Services?
 Regularly improvement
 Focus on people health
 Participation of workers
Q5) Does the quality of NHS services are valuable in addition to achieve consumer
satisfaction?
 Yes
2

 No
Q6) Is quality help in attracting the large number of consumers?
 Yes
 No
Q7) Are you satiate from health care related services of National Heath Service organisation?
 Yes
 No
Q8) On the basis of your experience, which rank will you provide to NHS firm health services?
 Excellent
 Good
 Average
 Satisfactory
Q9) Does NHS organisation need to do continuous improvement in its health and social care
services?
 Yes
 No
Q10) Recommand some ways to improve quality of NHS services in a proper manner.
4.2 Data and relation variables
Theme 1: High quality products help firm in better fulfil the requirements of its customers
Q1) Does products and services with high
quality help firm in better fulfil the
requirements of its customers?
Frequency
Yes 20
No 10
3

Yes No
0
5
10
15
20
25
Interpretation: From the above given picture, it can be summarised that 20 out of 30
respondents said that quality products help firm in fulfil the specific requirements of its
customers.
Theme 2: Major way through which customer satisfaction can be attain in hospitality sector
Q2) What is the major way through which
customer satisfaction can be attain in
hospitality sector?
Frequency
Discount 5
Quality products 7
Value services 15
Customise packages 3
4

Discount
Quality products
Value services
Customise packages
0
2
4
6
8
10
12
14
16
Interpretation: From the above given graph, it can be concluded that 50% respondents
give their views in the favour that value service is one of the way that should be adopted by
hospitality industry to attain customer satisfaction.
Theme 3: Quality play a significant role in satisfy the needs of customers
Q3) Does quality play a significant role in
satisfy the needs of customers?
Frequency
Yes 25
No 5
Yes No
0
5
10
15
20
25
30
5

Interpretation: From the given image, it can be summarised that 25 respondents said that
quality play an important role in satisfy the needs of customers.
Theme 4: Main factor related to Quality Management should be used by National Health
Services
Q4) What is main factor related to Quality
Management should be used by National
Health Services?
Frequency
Regularly improvement 5
Focus on people health 20
Participation of workers 5
Regularly improvement
Focus on people health
Participation of workers
0
5
10
15
20
25
Interpretation: From the given graph, it can be concluded that large number of people
said that NHS should focus more on health of people to fulfil their requirements.
Theme 5: Quality of NHS services are valuable to achieve consumer satisfaction
Q5) Does the quality of NHS services are
valuable in to achieve consumer satisfaction?
Frequency
Yes 27
No 3
6

Yes No
0
5
10
15
20
25
30
Interpretation: From the above given graph, it can be concluded that services of NHS are
valuable in achieve customer satisfaction.
Theme 6: Quality help in attracting the large number of consumers
Q6) Is quality help in attracting the large
number of consumers?
Frequency
Yes 24
No 6
Yes No
0
5
10
15
20
25
30
Interpretation: From the above given image, it can be summarised that quality products
and services help in attract large number of customers.
7

Theme 7: Satisfy with the services offer by NHS
Q7) Are you satiate from health care related
services of National Heath Service
organisation?
Frequency
Yes 26
No 4
Yes No
0
5
10
15
20
25
30
Interpretation: From the given graph, it can be concluded that 26 out of 30 respondents
said that they are satisfy with the services offer by NHS.
Theme 8: Rank to the services of NHS
Q8) On the basis of your experience, which
rank will you provide to NHS firm health
services?
Frequency
Excellent 8
Good 15
Average 5
Satisfactory 2
8

Excellent Good Average Satisfactory
0
2
4
6
8
10
12
14
16
Interpretation: From the given graph, it can be concluded that 50% respondents give
good rank to the products and services offered by NHS.
Theme 9: NHS require to do continuous improvement in its health and social care services
Q9) Does NHS organisation need to do
continuous improvement in its health and
social care services?
Frequency
Yes 20
No 10
Yes No
0
5
10
15
20
25
9

Interpretation: From the given image, it can be summarised that 20 out of 30 respondents
give their views in the favour that NHS require to do continuous improvement in its services
which it offer to it customers. Rest 10 said that current services offer by NHS are effective so
firm do not require to do any improvement in its health and social care services.
CHAPTER 5: CONCLUSION AND RECOMMEDATION
5.1 Conclusion
From the above given information, it can be summarised that in today's business
environment, it is very important for a firm to offer quality products and services to its
customers. This help in satisfy their needs and at the same time enhance their loyalty towards
firm. Quality products attract huge number of individuals towards company's product and
number of company's profits. Satisfaction of customers ensure long time survival of firm and
also provide competitive benefit to company. Change s take place in needs and requirement of
customers so continuous research must be carry out by firm to identify those variation and
products must be offered to customers as per that.
5.2 Recommendation
From the given information, it is recommended to NHS to first carry out an analysis to
collect information about the requirements of its patients. In this way firm can better satisfy the
needs of its customers and at the same time can retain them for long time period. Whenever a
company offer something to its customers so quality must be there as this help in satisfy the
needs of customers and at the same time attract large number of other individuals. Further, right
tool should be use by NHS to maintain quality in its products and services.
10

REFERENCES
Books and journals
Abd-El-Salam, E.M., Shawky, A.Y. and El-Nahas, T., 2013. The impact of corporate image and
reputation on service quality, customer satisfaction and customer loyalty: testing the
mediating role. Case analysis in an international service company. Journal of Business
and Retail Management Research. 8(1).
Ali, I. And et. al., 2010. Effects of corporate social responsibility on consumer retention in the
cellular industry of Pakistan.African Journal of Business Management. 4(4). p.475.
Aurier, P. and N’Goala, G., 2010. The differing and mediating roles of trust and relationship
commitment in service relationship maintenance and development. Journal of the
Academy of Marketing Science. 38(3). pp.303-325.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Chan, K.W., Yim, C.K. and Lam, S.S., 2010. Is customer participation in value creation a
double-edged sword? Evidence from professional financial services across
cultures.Journal of marketing. 74(3). pp.48-64.
Lam, S.Y. And et. al., 2012. A structural equation model of TQM, market orientation and service
quality: Evidence from a developing nation. Managing Service Quality: An
International Journal. 22(3). pp.281-309.
Laureani, A., 2012. Lean Six sigma in the service industry. InTech.
Marchington, M., and et. al., 2016. Human resource management at work. Kogan Page
Publishers.
Melton, H.L. and Hartline, M.D., 2010. Customer and frontline employee influence on new
service development performance. Journal of Service Research. 13(4). pp.411-425.
Meroni, A. and Sangiorgi, D., 2011. Design for services. Gower Publishing, Ltd..
Mohammad Mosadeghrad, A., 2013. Obstacles to TQM success in health care systems.
International Journal of Health Care Quality Assurance. 26(2). pp.147-173.
Mosadeghrad, A. M., 2012. Towards a theory of quality management: an integration of strategic
management, quality management and project management. International Journal of
Modelling in Operations Management. 2(1). pp.89-118.
Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Sadikoglu, E. and Olcay, H., 2014. The effects of total quality management practices on
performance and the reasons of and the barriers to TQM practices in Turkey. Advances
in Decision Sciences. 2014.
Talib, F. and Rahman, Z., 2010. Studying the impact of total quality management in service
industries. International Journal of Productivity and Quality Management. 6(2). pp.249-
268.
Talib, F., Rahman, Z. and Qureshi, M.N., 2012. Total quality management in service sector: a
literature review.International Journal of Business Innovation and Research.6(3).
pp.259-301.
Terblanche, N.S. and Boshoff, C., 2010. Quality, value, satisfaction and loyalty amongst race
groups: A study of custoal of service research.13(3). pp.253-266.
11

Van Doorn, J. and et. al., 2010. Customer engagement behavior: Theoretical foundations and
research directions.Journal of service research.13(3). pp.253-266.
Wandersman, A., Chien, V. H. and Katz, J., 2012. Toward an Evidence‐Based System for
Innovation Support for Implementing Innovations with Quality: Tools, Training,
Technical Assistance, and Quality Assurance/Quality Improvement. American journal
of community psychology. 50(3-4). pp.445-459.
Zamil, A.M.A., Areiqat, A.Y. and Tailakh, W., 2012. The impact of health service quality on
patients’ satisfaction over private and public hospitals in Jordan: a comparative
study.International Journal of Marketing Studies. 4(1). p.123.
Zamil, A.M.A., Areiqat, A.Y. and Tailakh, W., 2012. The impact of health service quality on
patients’ satisfaction over private and public hospitals in Jordan: a comparative
study.International Journal of Marketing Studies. 4(1). p.123.mers in the South African
fast food industry.South African journal of business management.41(1). pp.1-9.
Online
Data Sources. 2018. [Online] Available through: <https://fhssrsc.byu.edu/Pages/Data.aspx>./
12