Research Proposal: Enhancing Customer Service at Premier Inn Hotels

Desklib provides past papers and solved assignments for students. This project analyzes customer service satisfaction at Premier Inn hotels.

PROPOSAL 1
"Customers Services Satisfaction at Premier Inn Hotel"

PROPOSAL 2
Table of Contents
Research project description..................................................................................................................3
Aims and objectives..............................................................................................................................3
Information required..............................................................................................................................3
Research methodology..........................................................................................................................4
Research design.................................................................................................................................4
Research Strategies............................................................................................................................5
Sampling............................................................................................................................................5
Data collection methods....................................................................................................................5
Data analysis techniques....................................................................................................................6
Ethical consideration.........................................................................................................................6
Time management plan and Gantt chart............................................................................................6
References.............................................................................................................................................8

PROPOSAL 3
Research project description
Customer satisfaction is a significant concept for every successful business including the
hotel sector. In that regards, each business should make efforts for developing a relationship
with its customers for improving loyalty and thus gaining its profitability. In current times,
customers are not satisfied only with their room, restaurant, gym services, and bathrooms;
however, they demand a premium customer service(Radojevic, et. al., 2018). It requires a lot
from the hotel as well as their employees in each hotel department like restaurant services,
reception, as well as housekeeping. When the customers are satisfied with all of these
facilities, they are most likely to return to the same hotel again. This research and survey at
the end emphasize on loyal customers at Premier Inn Hotel and to see how well this particular
hotel is performing between Premier Inn Hotels around the globe(Radojevic, et. al., 2018).
Aims and objectives
The main aim of this research is to assess the impact of customer service satisfaction at the
Premier Inn Hotel.Another aim is to investigate the factors affecting customer service
satisfaction at the Premier Inn Hotel. The given below objectives will be used to attain the
aims of research:
RO1: To explore the conceptual understanding regarding customers services satisfaction
RO2: To address the factors affecting the customer service satisfaction at Premier Inn Hotel
RO3: To recommend the strategy to increase the extent of customer service satisfaction at
Premier Inn Hotel
Information required
This study will mainly review as well as evaluates the topic of customer’s service satisfaction
and its application to the Premier Inn Hotel.Defines the concept as well as assesses its
significance to services and its significance to serve in tourism services. The literature will

PROPOSAL 4
also discuss the dimension as well as attributes related to satisfaction, and measuring the
satisfaction. It would also evaluate the factors affecting the satisfaction in the Premier Inn
Hotel. The aim of this research is to assess the existed literature regarding the effects of
customer’s satisfaction in the Premier Inn Hotel.It attempts to illustrate the issues associated
with the topic of study in order to arrive at the theoretical aspects.
References used in the Literature review
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1),
pp.40-51.
Tontini, G., dos Santos Bento, G., Milbratz, T.C., Volles, B.K. and Ferrari, D., 2017.
Exploring the nonlinear impact of critical incidents on customers’ general evaluation of
hospitality services. International Journal of Hospitality Management, 66, pp.106-116.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Subramanian, N., Gunasekaran, A. and Gao, Y., 2016. Innovative service satisfaction and
customer promotion behavior in the Chinese budget hotel: an empirical study. International
Journal of Production Economics, 171, pp.201-210.
Research methodology
Research design
In this research, the quantitative design will be used to emphasize on variables of interest as
well as offering the numeric data related to customers services satisfaction at Premier Inn
Hotel. This data will be gathered through responses of research participants about the
assessment of customer service satisfaction at Premier Inn Hotel(Domínguez-Falcón, et. al.,
2016).

PROPOSAL 5
Research Strategies
In this research, survey through questionnaire can be applied by a researcher to pool the
opinion and views regarding research participants about the customer service satisfaction at
Premier Inn Hotel. Moreover, the survey tool will be beneficial for a researcher to gather the
information as it helps to decline the biases in work and improves the investigation quality by
gathering feasible information. Although, the survey tool will take maximum time and cost
however, it will facilitate appropriate results and permits the researcher to improve the
reliability of investigation outcomes(Sharma, and Srivastava, 2018).
Sampling
In this research, probability sampling technique with a simple random sampling technique
will be executed by a researcher to choose the respondents for the survey. Along with this,
simple random sampling will be practiced for selecting the respondents on a random basis. It
avoids partiality from research. In such a sampling technique, each member related to the
population will be equally prospected to select as a key component related to sample
(Tontini, et. al., 2017).
For executing the simple random sampling, the size of over a hundred samples will be
required for research. The researcher will be chosen customer who has taken services of
Premier Inn Hotel. The survey will be sent randomly to customer from high amount of
populations. The sample size for this investigation will be 100. It will be beneficial for
collecting the views of respondents about the research issues.
Data collection methods
There are several tools for collecting data like primary and secondary technique. In this
research, primary data is used to capture the fresh and authentic information related to
customer’s services satisfaction at the Premier Inn Hotel.In the way of research, primary data
will be collected through a survey questionnaire from customers. Since, it is beneficial for

PROPOSAL 6
collecting feasible data regarding research issues. It can save more cost and time for
investigation (Kim, et. al., 2015).
Data analysis techniques
In this investigation, statistical data assessment tool will be selected due to collecting the
feasible information. Moreover, MS-excel software will be practiced for demonstrating the
facts through different pie charts, bar charts, and column diagram. This software will be
beneficial for obtaining the data in a meaningful way. This would be effective for interpreting
the pooled information in a comprehensible way (Subramanian, et. al., 2016).
Ethical consideration
In this research, ethical norms can facilitate to the researcher to conduct the feasible behavior
with research candidates. By using this technique, a researcher can involve the university
guidelines for keeping the privacy of participants. It supports the researcher to conduct the
feasible behavior for accomplishing the aims and objectives of investigation(Radojevic, et.
al., 2018). The researcher has faced several ethical challenges such as plagiarism, data
distribution, as well as copyright act during conducting the investigation. These issues can be
avoided by an investigator when the researcher provides credit to the actual author of data.
Ethical norms can lead to the researcher for securing confidential data of participants as it can
be beneficial for creating the robust liaison among researcher as well as participants (Tontini,
et. al., 2017).
Time management plan and Gantt chart
Task
1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
week
8th
Week
9th
Week
Detection of aims
and objectives of
investigations

PROPOSAL 7
Information will
be gathered from
customers who
have taken
services from
Premier Inn Hotel
Designing of
close-ended
Questionnaire
design
Data assessment
through statistical
techniques
Review as well as
the write-up
Final submission
of a report
From the above chart, it can be stated that the researcher would take maximum time in
information gathering through primary sources as compared to other activities.

PROPOSAL 8
References
Domínguez-Falcón, C., Martín-Santana, J.D. and De Saá-Pérez, P., 2016. Human resources
management and performance in the hotel industry: The role of the commitment and
satisfaction of managers versus supervisors. International Journal of Contemporary
Hospitality Management, 28(3), pp.490-515.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Radojevic, T., Stanisic, N., Stanic, N. and Davidson, R., 2018.The effects of traveling for
business on customer satisfaction with hotel services. Tourism Management, 67, pp.326-341.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1),
pp.40-51.
Sharma, S. and Srivastava, S., 2018.The relationship between Service Quality and Customer
Satisfaction in the Hotel Industry. TRJ Tourism Research Journal, 2(1), pp.42-49.
Subramanian, N., Gunasekaran, A. and Gao, Y., 2016. Innovative service satisfaction and
customer promotion behavior in the Chinese budget hotel: an empirical study. International
Journal of Production Economics, 171, pp.201-210.
Tontini, G., dos Santos Bento, G., Milbratz, T.C., Volles, B.K. and Ferrari, D., 2017.
Exploring the nonlinear impact of critical incidents on customers’ general evaluation of
hospitality services. In the International Journal of Hospitality Management, 66, pp.106-116.