Impact of Service Quality: JW Marriott Research Project Proposal

This research project proposal focuses on analyzing the impact of service quality on customer satisfaction within the JW Marriott hotel chain. The introduction outlines the aim to enhance service and product quality, aiming for market leadership and increased customer satisfaction through exceptional experiences. Objectives include improving service quality, identifying challenges, enhancing customer experiences, and boosting resource efficiency. The research questions explore strategies to increase efficiency, customer satisfaction, sales, cost reduction, and employee performance. The rationale emphasizes evaluating internal and external business factors, improving management strategies, adapting technology, and enhancing employee skills to improve customer satisfaction, loyalty, and brand image. The methodology section details the research design, approach (qualitative), philosophy (operant), sampling methods (interviews and feedback), data collection (surveys and administrative data analysis), and data analysis (descriptive analysis). A Gantt chart provides a timeline for the research activities, and the proposal concludes with a list of relevant references.

RESEARCH
PROJECT
PROPOSAL (ALI 1)
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Contents
INTRODUCTION...........................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Research Question.......................................................................................................................3
Rationale of Research..................................................................................................................4
Significance of Research.............................................................................................................5
LITERATURE REVIEW................................................................................................................5
METHODOLOGY..........................................................................................................................5
Research Design..........................................................................................................................5
Research Approach......................................................................................................................6
Research philosophy....................................................................................................................6
Sampling......................................................................................................................................6
Data collection.............................................................................................................................6
Data analysis................................................................................................................................6
GANTT CHART.............................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
This is the proposal for hospitality industry which have to analysed the impact of the
service industry as it will increase the customer satisfaction. JW Marriott is a luxury hotel chains
located in mostly all the parts of the world. The hotels also have international business efficiency
with the increase in the quality of their products which also increase the sales of the business
organisation. The hotel was established with the vision of providing the best services and
traditional values to the customers with the modern touch in the interiors. This helped the hotel
to increase its ratings around the world and is the five star hotel chin as of now.
Aim
The aim of JW Marriott is to increase the quality of their services and products so that they
can become the leader of the market with the premium quality of services. The organisation also
aims on the effective facilitation of the customers by giving them best experience which they can
never forget and increase the level of satisfaction. The vacation experiences are very important
for the customers and the hotel is its aim to focus on improving their services to fulfil the wants
and demands of the customers. (Zhang and et.al., 2015)
Objectives
 To increase the quality of services for the customers.
 To analyse all the challenges which hinder the in the efficiency of the quality of services
for the customers.
 To provide the best never forget experience to the customer so that they can increase the
brand image of the hotel.
 To increase the efficiency of the resources and managing the resources to increase the
productivity of the hotel.
Research Question
 how to increase the efficiency of the hotel and make the more productive.
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 How to increase the customers’ satisfaction level by competing the competition in the
market.
 How to attract the customers to the hotel and increase the sales.
 How to decrease the cost of the hotel and provide the better prices to the customers so
that they can increase the loyalty to the hotel.
 How to increase the efficiency of the employees and what benefits will be given to them
to increase their potential in the hotel.
Rationale of Research
Hotel JW Marriott analysed to do the following research in order to increase the efficiency
y of the organisation and maintain the quality of the services of the hotel. This will also help the
hotel to compete in the market and create an powerful impact on the competitors to change the
strategies in order to compete in the market. The hotel also has to evaluate all the internal and
external business environment factors in order to increase the productivity of the organisation
and also improve the efficiency of the employees. The management of JW Marriott also have t
improve so that out can adopt new effective strategies and management structures to help the
hotel gain more growth and increase the profitability in the market. (Neelankavil, 2015)
The hotel also has to provide the benefits to the customers by increasing the services and
increase the quality of the products. The adaptation of the technology will also help the hotel to
increase the efficiency of the hotel to provide the satisfaction level to the customers. The increase
in satisfaction level will also help the custome5rs to recommend the hotel to their close ones and
which will increase the sales and the goodwill of the hotel. As the goodwill is every important
for the hotel as it also help the investors and the customers to create a effective trust for them and
also help the hotel to gain the premium from the brand image which have been created by the
hotel. As the hotel is focusing in the high social class of the society it has the small segment of
the target market and need to increase their market by increase the target market. The hotel also
have strategized to move the marketing to the middle level customers to increase the sales and
also provide them with the better services so that they can increase their satisfaction level and not
forget the experience of using the facilities of the hotel.
The hotel also have to increase the strategic efficiency to make the effective leader style
and management styles which will help the hotel to increase the jib satisfaction and decrease the
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employees turnover ratio which will help the hotel to decrease the cost of not training oij the new
employees and increasing the quality of the old one by motivating them and also appreciating
their work in the hotel. As the hotel is more focused on the customer satisfaction they also have
to increase the skills and knowledge of the employees so that they can provide better information
to the customers and make the more satisfied with services and make more effective decisions.
(Quinlan and et.al., 2019)
Significance of Research
this research will help the to provide an effective understating about how the different
factors can impact the operation of the business organisation and what are the effective ways to
resolve the problems with the efficiency to improve the quality of the products and services for
the customers and the employees(Meyer and Peng, 2016). This will also help the researcher to
increase the data base about the information to formulate the effective strategies which will also
help the hotel to develop its efficiency y in the market to achieve its objectives and gain the
competitive advantage.
LITERATURE REVIEW
In accordance with (Schwartz and Cohn., 2018) the importance of the service quality for the
customers is that it will help the business organisation to make more effective strategies to fill
the gaps. The gaps of services which the hotel have identified in which the hotel have the
provided the services and the customers have expected something else this have created the gap
of efficiency and satisfaction faction of the customers. JW Marriott will analyse that the issues
of the employees relations will be taken care and also have to adopt the effective strategies to
increase the potential of the employees as well as the customers to maintain the equilibrium in
them market.
METHODOLOGY
Research Design
It is the blueprint of the research which is going to be done for the hotel and what are the
resources needed in the research are evaluated in the designing of the research. Here description
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research design is being formulated for the hotel in order to gain the better outcome. (Zander,
McDougall-Covin and Rose, 2015)
Research Approach
The research approach is determines which method of research will be executed to get the
best results and increase the efficiency of the hotel (Hutzschenreuter, Kleindienst and Lange,
2016). The research approach also have the types of approaches which will determines which
types of data is useful and what nature of information should be selected for the research. The
hotel have analysed the qualitative research as it will improve the quality of the hotel and also
help them to provide better service quality to the customers.
Research philosophy
Is the belief of the researcher and the hotel which will help them to add some value to the
efficiency of the research and it will also help the hotel to improve the efficiency of the services.
Operant philosophy will be more effective for doing the research for the hotel. (Bell, Bryman
and Harley, 2018)
Sampling
Sampling is choosing the population for testing the hypothesis of the research and taking
the effective outcomes for further adjustments and this will also help the hotel to find the ideal
customer target market (Fuller and et.al., 2016). It is the analysis of the population to gain the
information like the behavioural patterns, tastes, attitudes this will help the hotel to increase the
efficiency. Interviews and feedback is the effective sampling methods will be used for Hotel JW
Marriott.
Data collection
It is the process of collecting information in a systematic manner so that it can be
effectively used for the hotel and help tem the increase the efficacy of the operations. The
effective data collection will be used for Hotel JW Marriott is Samples surveys and
administrative data analysis. (Gray, 2019)
Data analysis
This is the most important part of the research methodology as in this step all the data is
gathered and then analyzed and interpreted to form an effective theories which can be applied to
the hotel. This creates the logical path for the polices formulation which can help to solve the
major problems of the hotel and make the hotel amore effective to maintain the efficiency and
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compete in the market. The data analysis the JW Marriott will adopt is Descriptive analysis as it
involves the end customers and the hotel have the customer oriented analysis. (Antwi and
Hamza, 2015)
GANTT CHART
Activity 1 to
2 day
2 to 3
day
3 to
5 day
5 to 6
day
6 to 7
day
7 to 8
day
8 to 9
day
9 to
10
day
10 to
11
day
11 to
12
day
Identify
research topic
Review of
Literature
Drafting
Methodologies
Complete
Proposal
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REFERENCES
Books and Journals
Antwi, S.K. and Hamza, K., 2015. Qualitative and quantitative research paradigms in business
research: A philosophical reflection. European Journal of Business and
Management. 7(3). pp.217-225.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Fuller, C.M and et.al., 2016. Common methods variance detection in business research. Journal
of Business Research. 69(8). pp.3192-3198.
Gray, D.E., 2019. Doing research in the business world. SAGE Publications Limited.
Hutzschenreuter, T., Kleindienst, I. and Lange, S., 2016. The concept of distance in international
business research: A review and research agenda. International Journal of Management
Reviews. 18(2). pp.160-179.
Meyer, K.E. and Peng, M.W., 2016. Theoretical foundations of emerging economy business
research. Journal of International Business Studies. 47(1). pp.3-22.
Neelankavil, J.P., 2015. International business research. Routledge.
Quinlan, C and et.al., 2019. Business research methods. South Western Cengage.
Schwartz, H.M. and Cohn, L.L.P., 2018. 2018 US Shopping Center Law Conference JW
Marriott Orlando Grande Lakes Orlando, FL October 24-27. 2018.
Zander, I., McDougall-Covin, P. and Rose, E.L., 2015. Born globals and international business:
Evolution of a field of research. Journal of International Business Studies. 46(1). pp.27-
35.
Zhang, Y and et.al., 2015, March. A study of the commercial application of big data of the
international hotel group in China: Based on the case study of Marriott International.
In 2015 IEEE First International Conference on Big Data Computing Service and
Applications (pp. 412-417). IEEE.
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