The Effect of Service Quality on Buying Decisions: Hilton Hotel

This report investigates the effect of service quality on customer buying decisions, focusing on the Hilton Hotel. The study examines the meaning of service quality, identifies factors affecting service quality in hospitality, and explores the relationship between service quality and customer buying decisions. The research methodology includes questionnaires and secondary sources, with an interpretivism research philosophy. Findings reveal that empathy is a key service quality dimension, with customers valuing attentive staff. The study concludes that service quality significantly influences customer purchasing decisions, recommending that Hilton focus on responsiveness to improve customer satisfaction and business outcomes. The report includes data analysis, interpretations, and recommendations, alongside a comprehensive reference list and illustrative figures.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1 ...........................................................................................................................................4
Title.............................................................................................................................................4
Background.................................................................................................................................4
Aim and objective.......................................................................................................................4
Design/Methodology...................................................................................................................5
Plan for implementation..............................................................................................................5
Conclusion...................................................................................................................................6
TASK 2............................................................................................................................................6
Matching the resources as per formulated research question .....................................................6
Undertaking the investigation.....................................................................................................8
Recording and collecting data ....................................................................................................9
Making an evaluation of the research ......................................................................................14
Interpretation and analysis .......................................................................................................15
Recommendation and future area consideration ......................................................................15
TASK 3..........................................................................................................................................16
REFERENCES..............................................................................................................................16

ILLUSTRATION INDEX
Illustration 1: Theme 1...................................................................................................................11
Illustration 2: Theme 2...................................................................................................................12
Illustration 3: Theme 3...................................................................................................................13
Illustration 4: Theme 4...................................................................................................................14

TASK 1
Title
The present study will be carried out on the topic of “To examine the effect of service
quality of hospitality firm on the buying decision of customers: A case study on hotel Hilton”.
Background
In order to compete in the today's hospitality world, manager of firm will have to put
their more focus upon the type of quality of services which is being provided by them. This is
because, nowadays buyers are becoming more conscious when making the decision about using
the services of specific firm. In this context, it has also being examined that there are number of
service factors which lead cause significant impact on the perception of buyers who will use the
services of corporation in an effectual way. In accordance with the given context, as per the view
point of Mok, Sparks and Kadampully (2013) the type of service quality which is being given by
firm tend to cause direct effect on the sales of enterprise. Herein, the sales of firm will be
increases if firm maintains the satisfaction level of buyers by giving them high or the best quality
services (Soteriou and Stavrinides, 2013). However, its reverse effect will be seen if firm will not
give much focus upon the type of quality of services which is being given by it. With an aim to
carry out present report, hotel Hilton is taken into consideration. Hilton is the American
multinational hospitality company which was founded by Conrad Hilton in the year 1919. The
firm has its headquarter situated in United States and it has the team of around 164000
employees. The firm make all sort of significant efforts with an aim to make improvement in the
quality of services which is being given by it to the buyers.
Aim and objective
The main aim of present study is “To examine the effect of service quality of hospitality
firm on the buying decision of customers: A case study on hotel Hilton”.
On the basis of above mentioned aim following objectives are formulated:
 To explore the meaning of service quality
 To identify the factors which affect the quality of services given by hospitality firms.
 To examine relationship between service quality and customer buying decision.
 To recommend ways of improving service quality of hotel Hilton.

Design/Methodology
In order to conduct research upon particular topic, assistance will be taken from the
different research tools and techniques. In this regard, in the present study data will be assembled
from both primary and secondary sources. In terms of primary source, questionnaire will be
framed which possess number of questions (Myers, 2008). The study will also make use of
secondary sources for which means such as books, journals and online articles will be used. This
research method will guide researcher towards the final conclusion of present study.
Furthermore, the study will also make use of interpretivism research philosophy. With the help
of given technique, researcher will get detailed insight into the selected topic. Thus, it is by
complying with the given type of activity only scholar of the study will reach on to the
appropriate conclusion.
Plan for implementation
Task / Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
To make the decision about
appropriate topic for the
study
To perform the prior
preparation regarding the
project
Framing the aim and
objectives
To assemble secondary
data for the conducted
study
To frame research
methodology
To carry out primary study
upon the particular topic
To perform analysis of the
collected data

Assessing the findings of
the study
To draw conclusion and
recommendation with
regard to the selected topic
under study
Draft submission
To make changes in file as
per the feedback which is
being given by client.
Conclusion
From the above discussion, it can be said that it is very essential for the researcher that it
must use an effective source for the purpose to collect the data for its study. This is because, if it
will not do the same at that time it will become very difficult for the scholar with regard to meet
the aim and objectives of conducted study. This will also lead to hamper the overall conclusion
for conducted study.
TASK 2
Matching the resources as per formulated research question
Meaning of service quality
As per the view point of Ryu, Lee and Gon Kim (2012) service quality basically explains
difference between service performance and service expectation. However, Lee, Chiang and
Chen (2012) have depicted that service quality is being regarded as the practice of exceeding the
expectation of buyers. Furthermore, according to the view point of Sanders and et.al., (2014)
service quality is the form of word-of-mouth advertisement which communicate buyers of firm
about the manner firm deliver its services. Herein, it can be said that it is very important for the
enterprise that it should give more focus upon the type or the quality of services which is being
provided by it. This is because, if this is not done then in the given situation it will become very
difficult for the corporation with regard to attract large number of buyers towards the corporation
in an effectual manner (Orel and Kara, 2014). The significant impact of the same will be being
seen on the sales and profits of enterprise.

Dimensions of service quality
The quality of services which is being given by managers of hospitality firms will be
measured through number of dimensions. The detailed explanation about the same is depicted in
below: Tangibles: It is being regarded as one of the most effective dimension of service quality.
In this regard, Chin and Tsai (2013) have entailed that tangibles consists of all those
things which tend to provide support to all intangible aspects associated with service
quality. Hence, in simple words it can be stated that tangibles consists of equipment,
personnel and appearance of physical facilitates etc which assist corporation in the task to
deliver their best services to the buyers in an effectual way. For example, hotel will not
be able to deliver its best services to customers if it does possess necessary equipments
which tend to fulfil the needs and demands of customers. Herein, hotel needed
equipments such as comfortable bed and hygienic room etc for the purpose enhance the
experience of their services among customers. However, absence of given aspect will
lead to satisfaction level of customers in a negative manner. Reliability: It is being consider as another aspect of service quality. In this context, Aryee
and et.al., (2016) have stated that firm should rely upon the promise which it has made
from its buyers. This is because, if corporation will not do the same then it tends to create
the negative image of hotel in the eyes of its respective customers. This will have direct
effect on the sales and profit of enterprise. Responsiveness: Dhar (2015) has entailed that firm should show their willingness to help
customers and thus it should make efforts in terms of giving their prompt services to the
buyers in an effective manner. Assurance: The employees of service industry should be able to win the trust and
confidence of their buyers. Here, through this way large number of buyers can be
attracted by corporation. This will assist in improving profits and sales of corporation
(Sivakumar, Li and Dong, 2014). Empathy: The workers of enterprise should showcase their caring and attentive nature to
customers. This will also help in enhancing the service experience of customers.
Factor influences the service quality of hotel

There are number of factors examined which lead to cause significant effect on the
quality of services which is being given by hotel. In this context, according to the view point of
Soteriou and Stavrinides (2013) the type of behaviour which is being carried out by employees
will have effect on the satisfaction level of customers. In service firm, employees play very
significant role. This is because, the manner they treat and greet their customers will have
necessary effect on their sales. In this regard, it has been analysed that employee is the very first
individual who came into contact with buyers. Thus, they should behave appropriately with
them. But, in case if they will not do the same at that time significant impact of the same will be
buyers will build negative image about the type of services which is being given by corporation.
Moreover, (Mok, Sparks and Kadampully, 2013) have entailed that unavailability of necessary
resource for assisting the services which hotel is providing is being consider as another most
crucial factor which have effect on service quality. For example, hotel has promised to its buyers
that it will deliver its food within 20 minutes of ordering. Here, with an aim to fulfils the given
aim firm will require number of resources in the form of men and sufficient number of kitchen
utensils etc. Through these equipments only firm can deliver its high quality services to its
customers and hence maintain the satisfaction level of customers in an effectual manner.
Relationship between service quality and buying decision of customers
There is a relationship exist between service quality and product purchase related
decision which is being taken by buyers. According to the view point of (Chin and Tsai, 2013)
on making the decision for purchasing the goods and services of specific organisation,
customers gives consideration to the number of factors such as how promptly firm delivers its
services and the manner in which employees behave with their buyers etc. Therefore, on the
basis of given aspect only firm tend to make the decision for purchasing or using the goods and
services of the particular corporation. Furthermore, Sanders and et.al., (2014) have depicted that
the customers decision to use the services of the firm also depends upon its previous experience.
For example, if customers have very bad experience of hotel services then in this situation it will
not make effort in terms of again using the services of organisation in an effectual way. Hence,
it can be said that there is a significant relationship exist between above two mentioned aspects.
Thus, for the firm it is very necessary that it should give due consideration to different factors
associated with service quality with an aim to give an immense experience of hotel services to its
clients.

Undertaking the investigation
In this section, there are number of research methods or techniques identified which are
being applied in the conducted study. The detailed explanation about the same is depicted in
below: Research philosophy: It gives detailed description about the manner of conducting the
research upon selected topic under study (Williams, 2011). It outlines the way to gather,
measure and interpret data collected for the conducted study. Thus, the philosophy plays
very important role in term of resolving main problem which is related with the study.
Interpretivism and positivism are being regarded as two basic type of research
philosophy. But, in present study which is on examining the effect of service quality of
hotel Hilton on the buying decision of its customers interpretivism research philosophy
has been applied. The reason behind this that with the help of respective approach
researcher will be effectively able to interpret the result of conducted study. Research approach: Inductive and deductive are two basic form of research approach. In
the current study, inductive research approach has been applied. It is due to the
qualitative nature of study. Moreover, the study does not possess any hypotheses and thus
it is the reason why inductive research approach has been applied in present study (Flick,
2011). Data collection: The data for current study has been collected by using both primary and
secondary sources. Herein, researcher has framed questionnaire in order to gather the
primary data for its study. Furthermore, books, online articles and journals has been used
as a secondary means. Data analysis: For making the analysis of collected data under study, thematic analysis
technique has been used (Kuada, 2012). There are number of themes have been framed in
current study and with an aim to present the same assistance has been taken from graphs
and charts etc. Sample and Sampling: For the present study, sample of 50 customers have been taken
into consideration and they are collected by using random sampling method. This
technique is used because it gives each sample of study an equal chance of being selected
as the sample.

 Ethical consideration: The researcher of current study has made effort in terms of
protecting the collected data through using user ID and Password while storing it in
computer system (Collins, 2010).
Recording and collecting data
Following questionnaire is used for assembling the views and opinions of Hilton
Customers in relation to the selected topic.
Questionnaire for hotel Hilton Customers
Name:....................................
Gender:..................................
1. How long you have been using services of hotel Hilton?
 Less than 1 year
 Between 2-3 year
 More than 3 years
2. Which of the following service quality dimensions motives you to use the services of hotel
Hilton?
 Reliability
 Responsiveness
 Tangibility
 Assurance
 Empathy
3. Did you give due consideration to your previous experience with firm while making the
decision to use the services of Hilton hotel?
 Yes
 No
4. How will you make product or service purchasing related decision?
 By comparing the prices of different hotels
 By comparing the services of hotels
 Others
5. Are you satisfied with the services which is being given by hotel Hilton?
 Yes

 No
6. Express your opinion regarding the section which Hilton should improve?
…......................................................................................................................................................
......................................................................................................................................................
Recording of data collected
Theme 1 Empathy is the major service quality dimensions which motives customers to use the
services of hotel Hilton
Responses Views of respondents Percentage
Reliability 15 30%
Responsiveness 2 4.00%
Tangibility 5 10%
Assurance 3 6%
Empathy 25 50.00%
Reliability Responsiveness Tangibility Assurance Empathy
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 1: Theme 1

Theme 2 The customer preference for again using the services of hotel Hilton totally depends
upon their previous experience
Responses Views of respondents Percentage
Yes 30 60.00%
No 20 40.00%
Yes
No
Illustration 2: Theme 2
Theme 3 Buyers compares services of different hotels while making products and services
purchasing related decision
Responses Views of respondents Percentage
By comparing the prices of
different hotel
10 20.00%
By comparing the services of
hotel
30 60.00%
Others 10 20.00%

By comparing the prices of different hotel
By comparing the services of hotel
Others
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Percentage
Illustration 3: Theme 3
Theme 4 Customers are satisfied with the services which is being given by hotel Hilton
Responses Views of respondents Percentage
Yes 40 80.00%
No 10 20.00%

Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Percentage
I
llustration 4: Theme 4
Making an evaluation of the research
Interpretation is being drawn from the figures which is pasted above.
Theme 1
In the given theme, scholar wants to get the information about varied service quality
dimensions which motivates customers for using the services of hotel Hilton. In this regard, it is
examined that majority of respondents had said that empathy is the major factor which motive
them for using the services of hotel. They have given such response because they believe that
staff of hotel Hilton gives attention to the problem which is being communicated by them.
However, there were some buyers who feel motivated for using the services of hotel Hilton
because of reliability aspect.
Theme 2
Here, scholar wants to examine that whether customer decision to purchase goods and
services of particular firm is influenced through to their previous service experience or not. In
accordance with the given context, on the basis of analysis it is assessed that 60% of respondents
has given their opinion in the form of “yes” This mean that their decision to again use the
services of hotel Hilton totally depends upon their previous experience. But, there were some
respondents who had given their negative response with regard to the asked question.

Theme 3
In this theme, scholar wants to get information about different factors which buyers
consider while making the decision to purchase the goods and services of particular firm. In this
regard, majority of respondents had said that they make comparison between the services which
is being provided by different hotels while making the decision to use the services of specific
hotel. However, there were some respondents who make such decision after making comparison
between hotel on the basis of prices.
Theme 4
Researcher in this theme wants to assess the satisfaction level of customers. In this
context, it is analysed that 80% of respondents had said that they are totally satisfied with the
services which is being given by hotel Hilton. They had given such response because they
believe that the services which is being given by hotel Hilton meets all service quality
dimensions. But, there were some customers who had completely denied with the given fact.
Interpretation and analysis
From the above study, it can be concluded that the customer decision to purchase the
goods and services of specific enterprise is highly influenced with the quality of services which
is being provided by firm. It has been found out from the conducted study that manager of hotel
Hilton complies with the empathy related service quality dimensions. This indicate that the
employees of cited firm behaves appropriately with their customers. Furthermore, they
attentively listen their customers complaints and makes all sort of measures for finding the
solution for the same. Moreover, it has also being assessed that when making decision to
purchase the services of hotel customers do give importance to the type of services provided by
hotel rather than the prices. Thus, these all given thing entails that service quality do have the
effect on purchase decision making process of customers.
Recommendation and future area consideration
It is suggested to manager of hotel Hilton, it should work upon the responsiveness related
service quality dimensions. This can be done by fulfilling all the promises which they have made
from their buyers. By following given suggestion, overall benefit can be gained by hotel Hilton
in the form of increased profit and sales. Besides this, this study is carried out upon hospitality
industry. Thus, in future researcher has an opportunity to conduct same study but by using

scenario of some other industry. If this will be done then, there are many chances that firm could
obtain different results.
TASK 3
It is in PPT

REFERENCES
Books and journals
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quality testing a theory of performance. Journal of management. 42(2). pp.480-499.
Chin, J. B. and Tsai, C. H., 2013. Developing a service quality evaluation model for luxurious
restaurants in international hotel chains. Total Quality Management & Business Excellence.
24(9-10). pp.1160-1173.
Collins, H., 2010. Creative Research: The Theory and Practice of Research for the Creative
Industries. AVA Publications.
Dhar, R. L., 2015. Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management. 46. pp.419-430.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Kuada, J., 2012. Research Methodology: A Project Guide for University Students.
Samfundslitteratur.
Lee, C. C., Chiang, C. and Chen, C. T., 2012. An evaluation model of e-service quality by
applying hierarchical fuzzy TOPSIS method. International Journal of Electronic
BusinessManagement. 10(1). pp.38.
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tourism, and leisure. Routledge.
Myers, M. D., 2008. Qualitative Research in Business & Management. SAGE Publications.
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Consumer Services. 21(2). pp.118-129.
Ryu, K., Lee, H. R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions.International Journal of Contemporary Hospitality
Management. 24(2). pp.200-223.
Sanders, J. and et.al., 2014. Multiple service use: The impact of consistency in service quality for
vulnerable youth.Child abuse & neglect. 38(4). pp.687-697.
Sivakumar, K., Li, M. and Dong, B., 2014. Service quality: The impact of frequency, timing,
proximity, and sequence of failures and delights. Journal of Marketing. 78(1). pp.41-58.

Soteriou, A. C. and Stavrinides, Y., 2013. An internal customer service quality data envelopment
analysis model for bank branches. International Journal of Bank Marketing.
Online
Williams, J., 2011. Research Paradigm and Philosophy. [Online]. Available through: <
http://www.howtodo.dissertationhelpservice.com/research-paradigm-and-philosophy>.
[Accessed on 26th August 2016].