Customer Satisfaction and Service Quality Analysis: Marriott Hotel

This research report presents a data-driven case study on the effect of service quality on customer satisfaction at the Melbourne Marriott Hotel in Melbourne. Employing a deductivism theory and positivist approach, the study investigates the association between service quality dimensions (responsiveness, reliability, tangibility, assurance, and empathy) and customer satisfaction. The report outlines the research methodology, including convenient sampling and quantitative data analysis using SPSS-20. Findings indicate a significant relationship between service quality and customer satisfaction, emphasizing the importance of factors like employee behavior, facility quality, and management support. The study's objectives include examining the relationship between service quality and customer satisfaction, exploring the impact of service quality dimensions, and offering insights for hotel management to enhance customer loyalty and satisfaction. The report includes tables, graphs, and statistical analyses to support its conclusions, highlighting the significance of service quality in the hospitality sector.

Running head: EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Effect of service quality on customer satisfaction in Melbourne Marriott Hotel
Name of the Student:
Name of the University:
Author’s note:

1EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Executive Summary
The research report describes about the data driven case study on the effect of service quality on
customer satisfaction. The target population is of Melbourne city and the hotel is Melbourne
Marriott Hotel about which the analysis was executed. The case study enlightened and identified
the research procedure. The research study driven by deductivism theory and positivist approach
declares the research objectives. The analysed data is interpreted and conclusion has drawn in the
report. Necessary graphs and tables executed by SPSS-20 are provided in the report of
supporting the analysis.

2EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Table of Contents
Introduction:....................................................................................................................................3
Purpose:-..........................................................................................................................................3
Method:-..........................................................................................................................................4
Necessary Findings:-.......................................................................................................................4
Reasons behind the research:-.........................................................................................................5
Research Questions:-.......................................................................................................................5
Case Study Parameters and Factors:-..............................................................................................5
Relevance of customer satisfaction and service quality: -...............................................................6
Case Study Hypothesis:-..................................................................................................................7
Case Study Approach: -...................................................................................................................7
Case Study Paradigm:-....................................................................................................................9
Sampling Technique: -.....................................................................................................................9
Data Filtration:-.............................................................................................................................10
Data Collection: -...........................................................................................................................10
Data Analysis:-..............................................................................................................................11
Conclusion:-...................................................................................................................................37
References:-...................................................................................................................................38

3EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Introduction:
Customers are crucial stakeholders in organizations and their satisfaction is a priority to
management. Customer satisfaction level is a vital factor for the enhancement of hotel
management. Quality of service plays a key role to determine the customer loyalty and level of
customer satisfaction (Dunning and McQueen 1981). In this research report, we are interested in
Melbourne Marriott Hotel and its customer satisfaction level. The research report shows the
eagerness to find the association between quality of service and level of customer satisfaction
driven by analysed data collected from the target population of Melbourne Marriott Hotel.
Marriott sets the milestone for hospitality in the worldwide platform. The service quality
is of top level and the management authorities as well as employees are found to be friendly,
helpful and knowledgeable (Sureshchandar, Rajendran and Anantharaman 2002). The betterment
of care is empowered in this hotel.
The research hypothesis interprets the association and link of the factors. The customer
loyalty is the reason behind efficient and friendly environment along with service quality
dimension.
Purpose:-
The major aim and objective purpose of this study is to test the association between
customer satisfaction and service quality in service sectors with respect to the service quality
dimensions.

4EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Method:-
Convenient sampling technique was used to gather quantitative data from customers of
Melbourne Marriott Hotel. The research model executes the service quality. Chi-square test,
descriptive statistics, correlation coefficient are incorporated to test the hypotheses. Hotel
management conducted a research to take responses against the questionnaire about how
customers make their purchasing decision whether they are pleased with what the organization
provides to them in terms of service quality.
Necessary Findings:-
The necessary findings that are to be comprehended are “responsiveness”, “empathy”,
“reliability”, “assurance” and “tangibility” of the Melbourne Marriott Hotel. The findings imply
that service quality is the main factor for customer satisfaction that relies upon responsiveness,
tangibility, assurance, empathy and reliability (Cronin, Brady and Hult 2000). To enhance the
customer satisfaction level, hotel authority should improve the factors behind satisfaction.
Responsiveness: - It interprets the eagerness to support customers and provide prompt service.
Reliability: - Reliability is the ability to perform the promised service dependably and properly
in customer satisfaction.
Tangibility: - In case of customer satisfaction, tangibility indicates physical facilities, equipment
and appearance of personnel.
Assurance: - Marriott hotel management have knowledge and courtesy of employees. The
authority has ability to inspire trust and confidence.
Empathy: - The caring of individualized attention of the hotel generates its customers.

5EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Reasons behind the research:-
An organization that satisfies its customers consistently enjoys higher retention levels and
greater profitability due to increased customer loyalty. To have a relationship with the customers,
companies must create association with the customers. As customer-satisfaction is the main issue
of every kind of business sectors, the researchers always conducting research about customers
that relates the satisfaction level (Sivadas and Baker-Prewitt 2000). Satisfaction varies and
changes among individuals. Hence, we need a continuous research in this area. Besides,
providing quality services is one of the major targets when it comes to hotel management with
respect to customer satisfaction in the business environment. Dynamic relationship among
service quality, customer value, customer satisfaction and their influence on future behaviours
after the key drives of customer value and customer satisfaction detected.
Research Questions:-
Is there significant relationship between customer satisfaction and service quality?
Is there significant association between customer satisfaction and dimensions of service
quality?
Case Study Parameters and Factors:-
Quality of service are dependent upon following parameters such as speed of service,
pricing, complaints and ratings, trust in the hotel service, closeness of relationship, types of
service needed and positioning the in clients’ minds. This is more fundamental and beneficial
than specificity of transaction of customer satisfaction in predicting customer subsequent

6EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
behaviour and past, present and future performance of the hotel. The cumulative customer
satisfaction encourages the monetary investment of Marriott Hotel for customer satisfaction.
Relevance of customer satisfaction and service quality: -
Service quality is a determinant of customer satisfaction because service providers in
hotels. Satisfaction and service quality has certain things in common. Satisfaction commonly is a
wider concept, whereas service aims specifically on the dimension of service. Though factors
such as price and product quality could hamper satisfaction of customer, perceived service
quality is a component of customer satisfaction.
As the result of perceptions influenced by relative attitude, the relationship among
customer satisfaction, customer loyalty and service dimension is established. Development of

7EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
structural question models blended the study of customer satisfaction and service quality with
customer value and added more weight to the linkage between these two factors (Iacobucci,
Ostrom and Grayson, 1995). Customer satisfaction in this study considers service quality as an
integral part of conceptual framework.
The report establishes a model in several dimensions that generates an assumption.
Case Study Hypothesis:-
H1: Customer satisfaction has significant association with service quality dimensions
H2: Customer satisfaction has a significant association with service quality.
Case Study Approach: -
The case study on Melbourne Marriott hotel infers the objectivist stance. Customers of
the hotel must be satisfied if the management authority enhances sales for profits, utility for
satisfaction and variation for individuals. To advertise and sell out facilities to customers, hotel
management authority needs to serve the customers at priority level (Markovic, and Raspor,

8EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
2010). The link between customer satisfaction and service quality could have a distinctive
outcome in various hotels.
The main phenomenalism of the case study is established based on deductivism
(Johnson‐Laird 1991). Commonly, it is known that individuals are irrational beings that perceive
situations in different manner and is not possible to get a complete positivist approach in the area
of scientific processes.
The process/approach of “Deduction”

9EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Case Study Paradigm:-
The deductive approach of case study is dependent upon four types of case study
paradigm, that are- subjectivist, Radical change, Regulation and Objectivist (Dominici and
Guzzo 2010).
Sampling Technique: -
A range of processes of sampling techniques enable researcher to reduce the amount of
data required for the case study by considering sub-group rather than possible elements.
Stratified samples are collected by non-sampling technique (Sullivan-Bolyai, Bova and Singh,
2014). Sample size determination is an crucial part and often a tough step in planning an
empirical case-study. The target population of the case study are the customers as well as people
of Melbourne, Australia. The questionnaire is formed to estimate the research questions and 134
responses were undertaken. Both types of data such as qualitative and quantitative data is
collected from survey.
The responses were taken in interview method. The responses of the questionnaire are
tabulated and analysed by SPSS software. The face-to-face interview method is a well-known
sample survey technique to execute the primary research procedure.

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Data Filtration:-
The raw data tabulation file has many missing values in many variables. Hence, we
filtered the data and reduced it to 103 samples. A descriptive study establishes the association
between variables after appropriate data filtration.
Data Collection: -
The collected data is based on the responses upon closed-ended questions. We summarily
accept quantitative data and use “Likert” scale for qualitative (ordinal) data. The questions of the
questionnaire of the case study are:
1. What is your age?
2. What is your sex?
3. How is your satisfaction level with Melbourne Marriott Hotel?
4. What is the level of service quality of Marriott Hotel?
5. What is the level of quality of facility of that hotel?
6. How much loyal are you with the service of the Marriott hotel?
7. How is the behavioural status of the employees of the hotel?
8. What is level of managerial service and support towards you in Marriott hotel?
9. How much costly the hotel is?
10. What is the maintenance level of the hotel?
11. How is the availability of billing or transaction of payment in the hotel?

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Data Analysis:-
Flowchart of data analysis in deductivism approach (Ban and Ramsaran-Fowdar 2013)