Exploring Service Quality's Impact on Customer Satisfaction: A Study

This dissertation investigates the influence of service quality delivery on customer satisfaction within the hospitality sector, particularly focusing on the Ritz Hotel in London. The study employs a qualitative research approach, utilizing questionnaires from 30 hotel employees and thematic analysis to evaluate both primary and secondary data. The research addresses the evolving expectations of customers post-COVID-19 and examines the critical factors that contribute to customer satisfaction in a changing environment. It highlights the significance of adapting service deliverables to meet new customer demands and aims to provide stakeholders with insights to formulate strategies for enhancing customer satisfaction and regaining industry growth. The study covers aspects related to both domestic and international travelers, acknowledging the different expectations based on socio-economic backgrounds and pandemic-induced priorities.

TOURISM AND
HOSPITALITY
MANAGEMENT TOPUP
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ABSTRACT
Service quality delivery could be ensured by the service provider in many ways such as
maintaining positive attitude towards the customers, identifying problems and issues they are
facing along with responding quickly to the same and customized provision of services for
giving personalized experience to customers. All these factors are if fulfilled at the time of
delivery of services led to greater customer satisfaction which is the main motive of every
service based organisation. In this dissertation, researcher has evaluated the impact of service
quality delivery over the level of customer satisfaction by carrying out qualitative research. Both
primary and secondary sources of information are evaluated wherein the former involves
questionnaire filling with 30 employees of Ritz hotel who are selected through adopting random
sampling method. For analysing the qualitative data concerning this research, thematic analysis
technique has been adopted where data presentation is done in thematic manner which was then
supported with the arguments and viewpoints mentioned within the literature review section.
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ACKNOWLEDGEMENT
At first hand, I wish to thank my Professor for extending such an opportunity of
developing a thesis which helped me in enhancing my existing level of skills and knowledge.
Also, I am thankful for all the assistance, expertise and support I receive during thesis writing
from my professor and classmates through which I am able to accomplish the task of writing
dissertation. I would like to thank my professor for the support and help extended to me while
selecting appropriate topic for this research along with providing suggestions from time to time
as and when need arise.
Further, I would like to extend my gratitude to all the faculty who guide me in
completing dissertation in different ways such as help with IT, problem solving and analytical
skills which is necessary for the completion of dissertation in better way. At last, I am thankful to
my family and friends for their continuous support in overcoming difficulties faced during the
research by encouraging and suggesting alternatives ways for better accomplishments.
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Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
Chapter 1: INTRODUCTION..........................................................................................................5
Background..................................................................................................................................5
Research problem ........................................................................................................................6
Rationale......................................................................................................................................7
Aim and objectives......................................................................................................................8
Constraints and limitation............................................................................................................9
Chapter 2: Literature Review.........................................................................................................11
Theme1: Customer satisfaction in hospitality sector.................................................................11
Theme 2: Different tactics that can improve the service delivery and customer satisfaction in
the hospitality industry...............................................................................................................13
Theme 3: Analysis the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry.........................................................................................15
Chapter 3: Research Methodology.................................................................................................18
Research type.............................................................................................................................18
Research approach.....................................................................................................................18
Research philosophy..................................................................................................................19
Data collection methods.............................................................................................................19
Data analysis..............................................................................................................................20
Sampling....................................................................................................................................20
Ethical considerations................................................................................................................20
Research limitations...................................................................................................................21
Research validity and reliability................................................................................................21
Chapter 4: Finding and Analysis....................................................................................................22
Chapter 5: CONCLUSION and Recommendations........................................................................1
Conclusion...................................................................................................................................1
REFERENCES................................................................................................................................5
Appendix..........................................................................................................................................8
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Chapter 1: INTRODUCTION
This is the first chapter of dissertation study conducted. This chapter will provide a
complete introductory overview about the topic of study, different elements that will become a
part of the study and such other. The entire format of this chapter is segregated into different
subtopics such as background, research problem, rationale, aim, objectives and constraints and
limitations.
Background
Customer satisfaction is a term used to indicate the level of confidence company could
achieve by catering services to the potential customers in market. This term indicator or
demonstrate the fact that how much the customers that has already enjoyed the services provided
by the organisation are happy against taking the overall services of the organisation. Satisfaction
is a terminology that is sued to disclose how much the organisation could be able to achieve the
standard related to expectations hold by potential customers against enjoying the services of the
hotel. Every time customer book a particular hotel or pursue some service it expect the certain
amount of service quality and features (Govender and Jasson, 2018). In case the organisation is
capable enough to cope up with the expectations and standards set by the customers against
enjoying the services of respective organisation than the company is able to achieve the high
amount of customer satisfaction level.
In case the company not being able to deliver or cater the services that is expected by the
customers than the organisation could only achieve the low level of customer satisfaction and
many times in such a situation company do not able to achieve any of the customer satisfaction
level or standards. Customer satisfaction information involved surveys, ratings and such other
that clearly disclose how happy the customers are against enjoying the services offer by the
organisation. Service sector organisations are highly focused towards advancing the level of
customer satisfaction organisation can witness as the overall growth of the venture in service
sector is totally based on how efficient the services are enjoying by the customers from the
organisation (Han, Kok and McClelland, 2020). Scholars has clearly mentioned that customer
satisfaction this whole terminology is highly influenced with the expectations customers carry in
the business operations performed by the organisation. Every customer has its own expectations,
needs and requirements. If the organisation is able to satisfy the respective needs and
requirements of target customers than the company will end up achieving the high level of
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customer satisfaction rate. In case the business sis not being able to status the needs and desires
of potential customers than the company will not be able to achieve the high level of customer
satisfaction rate. It can clearly indicate that the customer satisfaction and the customer
expectations both the terms are inter related to each other.
Hospitality industry is one of the most competitive and prominent sector associated with
the whole business environment. The sector is one of the most emerging and growing industry of
business environment. The sector cater various services related to stay, restaurants, bar and such
other. Ritz Hotel is one of the most prominent hotel in London. People from across the world
like to come in the hotel and enjoy the most comfortable and luxurious stay at the hotel. The
hotel was opened in the year 1906. There is a total 111 rooms in the hotel. 23 suits are available
in the hotel along with 3 restaurants (La and et.al., 2019). Overall the hotel is one of the most
busy and engaged hotel based in London which critically reflect that the destination is among the
most favourable one to stay in London. Company and its management give a huge emphasis on
achieving the high level of customer satisfaction rate that can allow the company to constantly
attract new as well existing customers of the hotel. This study will discuss about the impact
quality of service delivery will created over the level of consumer satisfaction organisation could
achieve in the hospitality sector. The impact of the high level of customer satisfaction over the
performance and growth of the organisation will also be a part of discussion in this study.
Research problem
This study is discussing the impact of the customer satisfaction level over the
organisation and its performance in respective target market. In the current time where the
pandemic situation has just been over. People started moving out of the pandemic which is
facilitating to the people across the world to travel and explore different places across the globe.
United Kingdom is one of the most featured and favourite tourist destination at a global level.
London is one of the attraction in tourism sector or industry across the globe. Hospitality sector
is one of the major affected and influenced sector in the time of covid as there was a complete
ban on travelling (Li and et.al., 2020). IN such a time this study is very crucial as it will discuss
about how the customer satisfaction standards have changed as a result of the pandemic. What
are the changes service deliverables could make in order to witness the high level of customer
satisfaction ratio. The problem this study is trying to portrait is to understand the core feature
related to the customer satisfaction. All the core aspects and elements that influence and affect
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the customer satisfaction in hospitality industry will be covered in this study. The impact of
changing customer expectations over the customer satisfaction will also take about in this
project. The problem is that the customer's expectations are keep on changing. In the changing
environment where the customer expectations are changing constantly this is not necessary that
even after delegating the best quality of services to the customers organisation will be able to
achieve the high customer satisfaction level (Majeed and et.al., 2022). This study will discuss all
the changing nature associated with the customer expectations and demand that significantly
affect the level of customer satisfaction of business. The biggest problem related to the customer
expectations is that the deliverables are not set already that can offer the best amount of customer
satisfaction against the hospitality services delegate to the respective customers. In such a
situation this become a huge challenge and problem for the stakeholders to know all the possible
ways that can delegate the organisation a best possible scenario where company can achieve the
bets amount of customer satisfaction level in the business.
Rationale
This study is significant in the current time. Customer satisfaction become one of the
most significant factor that contribute in the overall success of the hospitality industry. Covid 19
pandemic has completely damaged the entire hospitality industry as a whole. This study is
significant in the current time of covid pandemic where the previous and earlier practices aquired
by the hotels have completely changed. The factors that could previously contribute in the
customer satisfaction has also changed significantly in the existing time. This study will discuss
all the core aspects and factors that can contribute in enhancing the level of customer satisfaction
organisation can enjoy against delivering services of the hotels. This study will significantly
cover all such core areas that could somehow contribute in addressing the customer requirements
(PJ and et.al., 2021). The aim of the project is to highlight all the core ways that can somehow
contribute in developing the customer satisfaction standards of the hotel. In the current time this
study is required as the expectations of the customer has changed completely as a result of the
covid 19 pandemic. Both the service deliverable areas such s related to domestic travellers and
also the international travellers will cover in this study. The expectations of the domestic
travellers and the international travellers are different. Also the expectations of the customer is
totally based on the economic and social background of the respective target customer. This
current study will discuss all the core factors that may contribute in enhancing to the level of
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customer satisfaction organisation may entertain in the business. Pandemic situation could
completely change the priorities customer set in against of booking any particular hotel. This
study will cover all the changing expectations hold by the international travellers along with the
domestic travellers. This study will allow the stakeholders to formulate and design the right
strategies that can support to the overall growth and development requirements of the target
customers in the market.
In the current time this study will play a very significant role in term of formation
strategies related to business, improving the organisation capability in term of achieving the
higher level of customer satisfaction and such other areas of business. The scholar will try to
cover every single possible area that could somehow affect and influence to the level of customer
satisfaction organisation can entertain in the hospitality business. Hospitality industry is the most
influenced sector as a result of the pandemic situation (Secchi, Roth and Verma, 2019). Now the
time has come when the entire industry is back on its original growth and development. In the
current time to regain and boost the growth of the industry this study will guide to the scholar
with possible outcome that can favour the industry to regain its original pace in term of growth
and development. This study will as favour to the organisation to take on the competitive
advantage by influencing to the current possibility of venture for receiving the customer
satisfaction.
Aim and objectives
Aim:
 To investigate the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry. A study in Ritz Hotel.
Objectives:
 To evaluate the concept of customer satisfaction.
 To identify different tactics that can improve the service delivery and customer
satisfaction in the hospitality industry.
 To analysis the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry.
 To provide necessary recommendations for addressing different challenges related to the
customer satisfaction and service quality.
Research questions
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 What does it mean by the term customer satisfaction?
 What are the different tactics that can improve the service delivery and customer
satisfaction in the hospitality industry?
 What are the impact of service quality delivery upon customer satisfaction within
United Kingdom hospitality industry?
Constraints and limitation
Timeline
Activities / Weeks 1 2 3 4 5 6 7 8 9 1
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Research topic selection
Developing research prop
osal
Designing
the research aims and
objectives
Literature review
Defining research method
ology
Drafting questionnaire
Sample selection
Collection of data
Analysing the data
Concluding the findings
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Recommendations
Report preparation
Submission to the tutor
Updating the feedback
Final submission
Constraints
This study is associated with the several Constantine that could further allow the scholar
to consume more time in order to carry out the whole study. Only the limited use of scholarly
article was permissible for the scholar that was a core limitation associated with this dissertation
study executed. Database related constraints are also there that could not favour to the scholar to
approach the entire study in the best way possible (Torlak, Demir and Budur, 2019).
Performance is among the core constraint associated with the study executed by the scholar.
Operational constraints are also there which could not favour to the scholar to deliver the best
suitable outcome in the study. Maintnability constraint is also a part of the dissertation study
executed or conducted. Reliability and safety constraint is also a part of this study executed by
the scholar.
Limitations
This study is also associated with many limitations like lack of time. This is one of the
major limitation associated with this study conducted. The time is limited in this study. Financial
resources are also limited with the scholar that could also become one of the core limitation
associated with this study conducted (Wikhamn, 2019). Experience is also required in order to
execute this type of studies. The experience with the scholar is also minimum which could
further offer the several limitations in order to collect the required information, data, formatting
the entire report and such other areas. All these limitations could somehow restrict to the scholar
to achieve the final aim and objectives associated with the study conducted. Limitations
completely restrict the scholar to approach the whole study in a limited manner.
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Chapter 2: Literature Review
Literature review talk about all different literary text provided by the authors and scholar
over the given topic of research. Critical manner of study is conducted that cover both the areas
positive aspects to the research topic and the negative area associated with research topic. This
part of the research will segregate the entire topics in separate themes that will disclose the
complete factual information about the relevant theme.
Theme1: Customer satisfaction in hospitality sector
As per the views presented by the Choudhur (2021), customer satisfaction is a term
discuss about the level of service quality organisation could delegate in comparison to the
expectations hold by the potential customers in the market. Every time customer book any hotel
it expect a certain amount of quality ion services offer by the hospitality organisation. Such
expectations hold by the customers while searching and book the particular hotel will reflect in
the term customer satisfaction. IN context to hospitality organisation is play a vita role for the
business entity to identify what are the factors that would influence to the level of customer
satisfaction rate company could entertain. The expectations hold by the potential customers at the
time of booking of the hotel will surely indicate the factor of satisfaction create. Today there are
a plenty of sources available to review the service quality of any hotel. Hospitality industry is
associated with the multiple types of services such as food, restaurants, bars, rooms and such
other. The level of customer satisfaction rate in case of the hospitality sector is widely influenced
with the fact that what priority customer set while taking out of the services offer by the hotel.
Generally in context to hospitality sector or industry the preference customer is set in against to
entertain the hotel selection decision would significantly affect the satisfaction level that
particular customer could achieve. Santarcangelo and et.al. (2022), priorities set by the customer
is highly influenced towards the level; of customer satisfaction hotel could witness. Every time
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customer book a particular hotel it set a priority of the services which custier would like to enjoy
in the best way possible. IN such a situation if the hospitality organisation is capable to delegate
such service to the customer than the organisation will end up receiving the high level of
customer satisfaction. In case the organisation did not able to cope up with the expectations of
the target customer than it will definitely influence to the level of customer satisfaction company
could achieve. The relationship between the customer satisfaction rate and expectations hold by
the customer towards the hospitality's service and facilities is direct in nature. It is important for
the hotel to maintain the customer happy in any given situation. If the organisation is not being
able to sustain its customer happy than it would not be able to achieve the bets suitable level of
customer satisfaction rate against entertaining the hospitality services. It is important to keep the
customer at a forefront of the operational plan entertain by the organisation.
The criticism has been discussed by the Alzoubi And et.al. (2021), in its study on the
ground that there is not any particular basis reported that can disclose to the level of customer
satisfaction organisation could address in the business. As the expectations and satisfaction rate
of te customer are highly inter related to each other hence the much the organisation is able to
keep its customer happy the more the customer satisfaction level business will address. In the
current time the expectations of the customer from the hospitality services are keep on changing
by nature. In such a situation it is not very easy to keep the customer happy all the time as the
expectations of the customer are constantly changing. Fuhrer, there is not any set criteria which
can denote that these are the particular areas or aspects that would favour to the organisation in
ensuring the high amount of customer satisfaction rate for the business. Henceforth, this is not
very realistic for the hostel to address this particular area by framing the respective strategic
tools.
The opinions presented by the Phadungjit, Sornsaruht and Pimdee (2021), on the ground
that customer satisfaction is a term play a vital role in the overall success of any organisation and
especially for the service sector based entity. The way any hotel or hospitality organisation
delegate its services will fundamentally affect and influence to the level of customer satisfaction
address or witness by the business. Customer also verify whether the services of the hotel is
delivered as per the promises are made by the respective business entity. The customer happiness
and loyalty aspect are another crucial factor or element that influence and support to the level of
customer satisfaction rate witnessed by the hotel. Overall it can widely discussed the fact that
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