The Effect of Service Quality on Customer Satisfaction in Hospitality

This research project investigates the impact of service quality on customer satisfaction within the hospitality industry, using the Grosvenor House Hotel as a case study. The project includes an abstract, acknowledgment, table of contents, and detailed chapters covering the introduction, literature review, research methodology, action plan, and conclusion. The research aims to assess the effect of service quality on customer satisfaction, identifying factors that enhance customer satisfaction and the relationship between customers and hotel staff. The methodology involves both primary and secondary data collection, including questionnaires and literature review, followed by thematic analysis. The project also presents an action plan with a Gantt chart to manage the research timeline and concludes with recommendations and areas for further study. References and appendices are also included to support the research findings and methodologies employed.

RESEARCH PROJECT
(Impact of quality of services on the customer satisfaction in hospitality industry)

Abstract
Hospitality industry is facing huge competition. There are many hotels which are offing
luxurious services to their guest in order to retain them in the organization for longer duration.
Current study discusses impact of service quality on consumer satisfaction level in hospitality
industry. Present study describes various ways through which hotel can maintain its quality of
services.

Acknowledgment
This work would not be possible without Professor John, he was the biggest support for me. I am
grateful to all my peer group, friends those who have supported me during my research. I would
like to thank to my family those who have motivated me and encourage me for completing this
study

Table of Contents
RESEARCH TITLE ..............................................................................................................6
Research project Description..................................................................................................6
RESEARCH AIMS AND OBJECTIVES, HYPOTHESIS....................................................6
Factors that contribute to process of project selection...........................................................6
Literature review....................................................................................................................7
Research Methodology...........................................................................................................7
Action plan.............................................................................................................................8
REFERENCES..............................................................................................................................10
Chapter 1: INTRODUCTION .......................................................................................................11
1.1 Research project description...........................................................................................11
1.2 Factors contribute to the process of research project specification................................13
1.3 Literature review............................................................................................................13
`1.4 Research methodology..................................................................................................18
1.5 Structure of the project...................................................................................................20
CHAPTER 2 .................................................................................................................................22
2.1 Matching resources effectively.......................................................................................22
2.2 Description on the research investigation in relation to process and agreed specification.
..............................................................................................................................................22
2.3 Define the recording and collecting relevant data wherever its seems appropriate. .....23
CHAPTER 3: METHODOLOGY.................................................................................................23
3.1 Research evaluation techniques......................................................................................23
3.2 Data collection................................................................................................................24
3.3 Data analyses and discussion..........................................................................................25
CHAPTER 4 .................................................................................................................................31
4.1 appropriate media presentation. .....................................................................................31
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................32
Conclusion............................................................................................................................32
5.2 Recommendations..........................................................................................................32
5.3 Areas of further study or consideration..........................................................................33

REFERENCES..............................................................................................................................34
Appendices.....................................................................................................................................36

Topic- To identify the impact of quality of services on the customer satisfaction as per the
hospitality industry: on the case study of “ Grosvenor House hotel.
RESEARCH TITLE
The effect of services quality and satisfaction of customer within hospitality industry.
Research project Description
In the world there are different type of strategies are using by the companies in order to
meet the Customer satisfaction. With the help of this the company is able to gain maximum
amount of profit. The main object of the firm is to take effective steps in order to provide various
facility in order to raising the satisfaction of the customers. To carry out the process of research
in effective manner the whole activity is taken into consideration. In this manner the entity has to
frame various strategies with the help of which impressive implementation procedure can be
taken. This is the most important activity in order to full fill the satisfaction of customer.
RESEARCH AIMS AND OBJECTIVES, HYPOTHESIS
Aim : To access the effect on the quality of service in order to maintain the customer satisfaction
within the hospitality industry. The case study of “Grosvenor House Hotel”.
Objectives-
 To understand the concept of quality service and customer satisfaction.
 To determine the various factors which are helpful in manner to enhance the customer
satisfaction at the grosvenor House hotel.
 To determine the relation between customer and staff of hotel.
Factors that contribute to process of project selection
Hospitality industry is considered to be one of the fastest growing sectors in recent past.
A high level of growth accompanied with increasing demand for global tourism increases
development opportunities for this industry. Customers are major source of revenue for any
organization; and long-term retention of clients is regarded as key to success for the business
unit. Hotel industry do offer a wide range of services that are intangible in nature; therefore, the
monetary worth paid by customers need to be justified on grounds of quality of both tangible &

intangible component. It is seen that customers have turned to be highly rational in recent past &
the business unit needs to be highly innovative so as to meet desires of customers. A wide range
of research work is carried in past to determine the importance of customer satisfaction. Also,
large number of authors have supported the fact that product quality is an important factor.
However, the research conducted herewith emphasizes on identifying the way service quality
impacts customers’ satisfaction. Also, a focus is driven on measuring the intangible components
of service industry & the way it enhances customer satisfaction. Finally, considering specifically
Grosvenor House hotel has helped in identifying the expertise required by hospitality industry;
and loopholes involved in delivering intangible services to customers.
Literature review
An organization’s success depends upon the way it retains customers for long run. A
service industry needs to understand the customers’ perception due to involvement of
intangibility into business offerings. According to (Zameer, Tara and Mohsin, 2015), quality of
services delivered cannot be quantified or measured. On other hand (Orel and Kara, 2014)
argued that it is on the basis of quality of services that customers do pay monetary value to
businesses. Henceforth, it seems to be an essential element for hospitality sector to measure
quality of services offered. (Khan and Fasih, 2014); supported the fact by providing an evidence
of way customers have distinct set of perceptions for quality of services offered. In the view of
(Zameer, Tara and Mohsin, 2015); the service industry needs to be highly effective in designing
its offerings; since value proposition tends to be highly based on consumers’ perceptions.
((Khan and Fasih, 2014)) claimed that hospitality industry needs to enhance quality of
services offered so as to retain customers for long run. It is through creating a value in form of
both tangible & intangible offerings that the customers tend to get satisfied. Further, the
organization need to deliver services that has been promised at the first instance. This in turn
would ensure the customer retention for long run. Service quality is expected to impact customer
satisfaction; since they tend to develop an expectation while purchasing services from any hotel
unit.
Research Methodology
It is essential for researcher to determine suitable ways and methods that are applicable to
conduct the research work in an efficient manner. The research proposed herewith is conducted
through accumulation of primary & secondary information. The data collected through

secondary sources that are published in form of journals, articles, etc. will be analysed by way of
literature review. On other hand, primary information will be collected through sample of
customers. In order to conduct the analysis, a sample of 50 customers is expected to be selected
who will be asked to fill questionnaire. It is through adoption of random sampling technique that
sample of customers will be selected. Finally, the data accumulated will be analysed through
adoption of thematic analysis; whereby distinct sets of themes will be created. The arguments in
favor and against of themes are derived on the basis of frequency distribution & graphical
presentation. The researcher has ensured to meet all ethical obligations while conducting the
research work.
Action plan
In order to conduct research work in an effective manner; it is essential to frame a schedule of
activities with specific deadlines. In order to plan effective completion of the research into
consideration; a gantt chart & network diagram is constructed underneath:
Table 1: List of activities
Sr. No. Activities List of activities Weeks Preceding activities
1 A Meeting with supervisor 1
2 B Drafting of proposal 1 A
3 C Submission of proposal 2 B
4 D Getting proposal approved 1 C
5 E Conducting Literature review 5 D
6 F Collection of primary information 4 D
7 G Analysis of data 4 E,F
8 H Interpretation of data 3 G
9 I Drafting the research project 4 E,G
10 J Reviewing the project 2 I
11 K Finalizing the project 1 J
12 L Submission of the final project 1 K

As per the critical path constructed above, the research project will take minimum duration of 22
weeks for completion. The researcher needs to abide by schedule presented through Gantt chart.
Further, all deadline should be met so as to avoid all kinds of delay in completion of research
project.

REFERENCES
Journal & Book
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience, price
and fairness, customer loyalty, and the mediating role of customer
satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.
Khan, M. M. and Fasih, M., 2014. Impact of Service Quality on Customer Satisfaction and
Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce &
Social Sciences, 8(2).
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Orel, F. D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and
Consumer Services, 21(2), pp.118-129.
Zameer, H., Tara, A. and Mohsin, A., 2015. Impact of service quality, corporate image and
customer satisfaction towards customers’ perceived value in the banking sector in
Pakistan. International journal of bank marketing, 33(4), pp.442-456.

Chapter 1: INTRODUCTION
1.1 Research project description
As per the present scenario the technology plays crucial role in relation to get success in
the business enterprise. In this the innovation process is to be taken so that firm can improvise its
activities in effective manner. The technology plays the essential role in relation to attract the
more number of the customers. With the help of various kind of the innovative approaches can
earn high amount of profitability and productivity. in order to promote growth and development
opportunities. By delivering good service to the customer they are able to maintain the brand
image of the company. The good services is the foundation of the hospitality industry so with the
help to manage work of all workers are able to provide effective and divine services in manner to
gain the customer satisfaction in the market (Impact of Service Quality on Customer Satisfaction
in Hotel Industry, 2017) In this manner the effective training to be provided to the customer so
that they can also able to interact with them.
Rational- The main object of this study is to provide quality services to the customer’s so
the business enterprise can able to ear n maximum amount of profitability and productivity. With
the help of effect on the customer satisfaction they can able to maintain the brand image of the
company (The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand
Image: Evidence from Hotel Industry of Pakistan, 2014). This is the crucial activity but it is to be
perform in manner to promote growth and development opportunities. In relation to accomplish
this objective it is essential to provide effective training to the customers (KColin and
Vanhoucke, 2014). With the help of this kind of activities the firm is able to maintain the level of
consumer satisfaction. This all working are very helpful in order to grow and expand the
performance of the organisation in relation to get higher success. In manner to have effective and
efficient growth it is important to get feedback from the customers so that they can find out the
areas of improvement and step is to be taken in order to provide services as per their comfort
(Gemünden, Huemann and Martinsuo, 2017). If there is absence or quality of services in
hospitality of hotel than it can hampered the growth of the business enterprise. It can be true to
said that by providing good service the company is able to have customer momentum for the
long time. In order to have consumer retention rate the good and efficient quality of service need
to be provided.

The hospitality service is taking various effective steps in order to provide good
and quality services to the customers (Impact of Service Quality on Customer Satisfaction in
Hotel Industry, 2017). The consumer are totally dependent of the hospitality services in manner
to known the perception and belief of the person. The hotel which is situation in London named
as Grosvenor House hotel is very reputed business enterprise and taking effective steps in order
to maintain the level of satisfaction so that brand image of company can be maintained. The
collection of the resources need to have in order to provide good services so that rate customer
retention can be maintained. In this way the various kind of survey is need to betake in order to
have idea about the need of financial requirements, time period and tools. With the help of
appropriate use of technology and reliable data the all things to be collect in the greet manner. In
this manner the copy rights , legal permission and ethical consideration is need to e taken care at
the time of conducting the whole data of the research.
The following research assignment is based on the services of the Grosvenor House Hotel
and their harsh effect by providing quality services to earn customer satisfaction. This is to be
done in effective manner in order to promote growth and development opportunities. By
delivering good service to the customer they are able to maintain the brand image of the
company (The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand
Image: Evidence from Hotel Industry of Pakistan, 2014). The good services is the foundation of
the hospitality industry so with the help to manage work of all workers are able to provide
effective and divine services in manner to gain the customer satisfaction in the market (Dey,
Clegg and Bennett, 2010). In order to maintain the customer loyalty it is very essential to look
after the customer services so that they can able to have good experience.
Aim and objective
Aim
With the help of this can easily access the effect on the quality of services and customer
satisfaction within the hospitality industry. As per the case study of: “Grosvenor House Hotel”.
Objective
 To take effective step in order to in ordered to maintain the customer satisfaction.
 To analyse the outcome quality of services as per the profit margin and cost of the
business enterprise.