Dissertation: Service Quality Ensuring Customer Loyalty in Air BNB

This dissertation proposal investigates the impact of service quality on customer loyalty within the UK hospitality industry, specifically focusing on Air BNB. It utilizes a mixed-methods approach, primarily relying on an online survey with 21 Air BNB customers in London and secondary data sources. The research adopts a positivist philosophy and descriptive design, employing thematic analysis to examine the collected data. The proposal outlines the research aims, objectives, and questions, highlighting its novelty in the UK context. It also details the methodology, including data selection, collection, and analytical processes, while referencing relevant academic literature. The project includes a timeline and considerations for ethical practices.

Dissertation Proposal Form
Student Name Supervisor
Name
Student
Number
Course
Project title: Importance of service quality in ensuring customer
loyalty in the hospitality industry The Case of Air
BNB Uk.
Start and end
dates of
research:
1st April – 30th April
Proposed activity – aims, objectives, research question(s), and state
how it is novel
The research proposes to uncover information about how service
quality can have an impact on customer satisfaction and retention in
the hospitality industry in the UK. Existing literature shows how
service quality is important for customer satisfaction in any business,
including hospitality, but little is said about how this plays out in the
case of the UK (De Ona et al. 2016).
Methodology – rationale, data selection and collection, recruitment,
participant demographics, analytical process

The method of an online survey has been utilized to obtain the
answers to the research questions. Secondary sources of information
have also been utilized for the same. As such, therefore, it is a mixed
approach that has been adopted towards data collection. Non-
probabilistic and convenient sampling was used to create the
respondent population of 21 participants, who are recent customers
of Air BNB in London. The method of thematic analysis has been
followed for analysing the information. The research has made use of
a positivist research philosophy and a descriptive or analytical
research design (Leavy 2017).
References
De Oña, J., de Oña, R., Eboli, L., Forciniti, C. and Mazzulla, G.,
2016. Transit passengers’ behavioural intentions: the influence
of service quality and customer satisfaction. Transportmetrica
A: Transport Science, 12(5), pp.385-412
Edmonds, W.A. and Kennedy, T.D., 2016. An applied guide to
research designs: Quantitative, qualitative, and mixed
methods. Sage Publications.
Eshetie, S.K., Seyoum, W. and Ali, S.H., 2016. Service Quality
and Customer Satisfaction in Hospitality Industry: The Case of
Selected Hotels in Jimma Town, Ethiopia. Global journal of
management and business research.
Farooq, M.S., Salam, M., Fayolle, A., Jaafar, N. and Ayupp, K.,
2018. Impact of service quality on customer satisfaction in
Malaysia airlines: A PLS-SEM approach. Journal of Air Transport
Management, 67, pp.169-180.
Felix, R., 2017. Service quality and customer satisfaction in
selected banks in Rwanda. Journal of Business & Financial
Affairs, 6(1), pp.1-11.
Firdous, S. and Farooqi, R., 2017. Impact of internet banking
service quality on customer satisfaction. The Journal of Internet
Banking and Commerce, 22(1), pp.1-17.
Gerdt, S.O., Wagner, E. and Schewe, G., 2019. The relationship
between sustainability and customer satisfaction in hospitality:
An explorative investigation using eWOM as a data
source. Tourism Management, 74, pp.155-172.
Gong, T. and Yi, Y., 2018. The effect of service quality on
customer satisfaction, loyalty, and happiness in five Asian
countries. Psychology & Marketing, 35(6), pp.427-442
Hapsari, R., Clemes, M. and Dean, D., 2016. The mediating role
of perceived value on the relationship between service quality
and customer satisfaction: Evidence from Indonesian airline
passengers. Procedia Economics and Finance, 35(12), pp.388-
95
Kiran, K. and Diljit, S., 2017. Antecedents of customer loyalty:

Does service quality suffice?. Malaysian Journal of Library &
Information Science, 16(2), pp.95-113.
Leavy, P., 2017. Research design: Quantitative, qualitative,
mixed methods, arts-based, and community-based
participatory research approaches. Guilford Publications.
Levitt, H.M., Bamberg, M., Creswell, J.W., Frost, D.M.,
Josselson, R. and Suárez-Orozco, C., 2018. Journal article
reporting standards for qualitative primary, qualitative meta-
analytic, and mixed methods research in psychology: The APA
Publications and Communications Board task force
report. American Psychologist, 73(1), p.26
Miranda, S., Tavares, P. and Queiró, R., 2018. Perceived service
quality and customer satisfaction: A fuzzy set QCA approach in
the railway sector. Journal of Business Research, 89, pp.371-
377.
Moghavvemi, S., Lee, S.T. and Lee, S.P., 2018. Perceived
overall service quality and customer satisfaction. International
Journal of Bank Marketing.
Myo, Y.N., Khalifa, G.S. and Aye, T.T., 2019. The Impact of
Service Quality on Customer Loyalty of Myanmar Hospitality
Industry: The Mediating Role of Customer
Satisfaction. International Journal Of Management And Human
Science, 3(3), pp.1-11.
Narteh, B., 2018. Service quality and customer satisfaction in
Ghanaian retail banks: the moderating role of
price. International Journal of Bank Marketing.
Ngo, V.M. and Nguyen, H.H., 2016. The relationship between
service quality, customer satisfaction and customer loyalty: An
investigation in Vietnamese retail banking sector. Journal of
Competitiveness
Nunkoo, R., Teeroovengadum, V., Ringle, C.M. and Sunnassee,
V., 2019. Service quality and customer satisfaction: The
moderating effects of hotel star rating. International Journal of
Hospitality Management, p.102414
Oh, H. and Kim, K., 2017. Customer satisfaction, service
quality, and customer value: years 2000-2015. International
Journal of Contemporary Hospitality Management
Paul, J., Mittal, A. and Srivastav, G., 2016. Impact of service
quality on customer satisfaction in private and public sector
banks. International Journal of Bank Marketing.
Prentice, C., Dominique Lopes, S. and Wang, X., 2020. The
impact of artificial intelligence and employee service quality on
customer satisfaction and loyalty. Journal of Hospitality
Marketing & Management, pp.1-18
Slack, N.J. and Singh, G., 2020. The effect of service quality on
customer satisfaction and loyalty and the mediating role of

customer satisfaction. The TQM Journal.
Thaw, C.Y. and Zulkiffli, S.N.A., 2019. The relationship between
service quality, customer satisfaction and behavioural
intentions. Tourism and Hospitality Management, 25(1),
pp.121-140.
Project management
Table: Project timeline and key outputs
Month Activity
Supervision Meetings
Research Data Management Plan
Planned outputs/publications/research
datasets/impact/dissemination
If successful, I undertake to
carry out the research according
to the University’s Ethics Code
of Practice and will be required
to complete an ethics checklist
(applicant’s signature required).

……………………………………………………...
Date and signature of
Supervisor approval
……………………………………………………