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1. Chosen Topic:

Impact of service quality upon the increased level of customer satisfaction, a case study of Golden Hilton Hotel

Significance:

Hotel Management is a pertinent topic about the hospitality industry. We would present the reference to Golden Hilton hotel. The report will detail the recommendations needed to improve hotel's room services. Recently, many negative reports are received from our customers related to the dissatisfaction with the room services. The surveys by our official website have given the data. The mission of the hotel is to provide the best service, value and amenities to the customers who are the boarders to the hotel. However, complaints have been received related to room services about unpleasant odor from mattresses, dilapidated room equipment, and poor customer services (de Vries et al. 2012).

LITERATURE REVIEW

Many research works have been carried out in a friendly manner. The computer handles room status accurately. Details of each room are stored as memory in the guest register. The list of the guests is immediately updated. There is rarely any chance of two people being given the same room. A hotel that operates computerized system ensures that the program carries provision for a different tariff. The program must be flexible so that any special guests can be catered to. A system of departmental notifications and records must be maintained so that everybody can be accounted for. Every second time a guest comes in a hotel, registration must not be new. If the system is computerized, the registration will happen the very first-time guest comes. The next time he comes, a computer will reproduce the original data and the registration details. The registration need not be done the second time (Reyer et al. 2014).

Computer systems bring speed, reliability, and versatility. The computer checks the room availability once the registration details are entered. Computers are invaluable to hoteliers with different software programs. Since the detailed system is available, the hoteliers have data in advance, and they know whom to expect, what sort of rooms he wants, etc. The computer can write the confirmation letters. The messages are to be kept for guests. The housekeeper will also be able to know which room will be vacated and kept ready for the next arrival. Although computers are present, there is no guarantee that there will be no power failure. So, hoteliers are asked to prepare handwritten statements also. The new technology is fast, and speed is important in hotels. Effecting a reservation, linking a reservation with registration, their charges and settlement of account –all these things are to be maintained accurately (Cermak et al. 2011).

A computerized reservation, like a density chart, tracks the inventory, showing how many rooms are available at appointing of time. It also stores each booking, and these can be recalled or canceled at any time. The value of a computerized system lies primarily with the speed with which it operates. However large be the organization, the computer takes into account the entire organization and analyzes all the aspects. There may be a central reservation system applicable to the hotel in a group and, in that case, the computerization makes it possible for reservation, cancelation and amendments if necessary. This follows one or two essentially basic system in a full inventory system (Heagney, 2012).

PROBLEMS

The customers complained about unpleasant odor from mattresses that disturbed them during bedtime. In spite of changing the bedclothes frequently, the odor remained. This had a negative impact on the customers, and many of them changed hotels due to this. The room equipment like air conditioner, refrigerator and water heater were also criticized. The air conditioners did not function well, and it took a long time to make the rooms cool. There was an unpleasant smell from the refrigerators, and the customers were unable to store their foods inside the refrigerators. The heat emitted by the water heaters was inconsistent. If the problems remain unsolved, there will be a loss of the reputation of the organization. The value can be reduced by these activities of the hotel (Dehghan et al. 2012).

The services rendered by the hotel staff were very slow. One had to make repeated calls before the service was delivered. Although the services were poor, the staffs were eager to ask for tips immediately after the service. The hotel staff did not wear badges during the period, and this made the boarders feel insecure. The boarders should feel 100% safe while staying in the hotel. Some of the rooms were messy and dirty. The hotels should provide adequate training to the employees so that they can serve the customers in a much better fashion.

Ineffective cleaning and old mattresses:

The cleaning done by the staff in the hotel was not proper. There were marks and stains even after the cleaning. The old mattresses were being used. There was nobody changing the mattresses to new ones. If these old mattresses continued to be used, it would be very difficult for the boarders to continue their stay in the hotel. The staff only changed the clothes without removing the mess. This was due to insufficient experience in cleaning. The ineffective technique followed in cleaning made the mattresses to smell bad (Zhao et al. 2012).

Dilapidated room equipment

The air conditioners in the room were not working properly. This disturbed the boarders sleep during the night. The air conditioners took too much time to cool and were very dusty inside. The refrigerators also gave unpleasant smell due to the low temperature. The water heaters also gave inconsistent heat. This inconsistent heat disturbed the customers to a great extent. Many cleaning instruments in the hotel were malfunctioning and were not replaced by new ones (Baker, 2013).

Inexperienced supervisor

Te supervisor who was in charge of the team was inexperienced. Due to his lack of experience, he was unable to allocate the tasks properly among his staff. Since the staff did not get the proper allocation, dissatisfaction prevailed, as many of the staff was unable to complete the tasks efficiently. Most of the staff was unhappy working under a young supervisor, and this made it difficult for the hotel to prosper (Malik, 2012).

Research questions:

What is the significance of service quality?

What is the effectiveness of customer satisfaction?

What is the significance of service quality upon the level of customer satisfaction of the customers of Golden Hilton Hotel?

What are the future techniques and recommendations for this particular hotel?

Research hypothesis:

Hypothesis 1: Service quality has no major impact on the level of satisfaction of the customer

Hypothesis 2: Service quality has major impact on the level of satisfaction of the customer

4. Research methodologies and techniques:

Research methodologies are the important aspects for any research. Every researcher needs to follow the appropriate research methodologies for completing the research. The researcher for completing this research process will use quantitative data analysis technique (Neal and Harpham, 2012).

Data sampling method:

Any person taking part in the research process can be called as respondents. These respondents can be considered as a sample of the particular research process. There are two types of sampling process; those are probability and non-probability sampling process. For this research process, the researcher can use the probability-sampling technique for randomly select the customers of Golden Hilton Hotel. On the other hand, the researcher can take non-probability sampling method for choosing the managers of this particular hotel (Cronin et al. 2000).

Data collection process:

Mainly there are two types of data collection processes; those are primary and secondary data. Primary data always has been collected from the primary sources of research. The primary data can never be published before.  However, secondary data are those data those have been published before. Secondary data refers to any published data of several journals, books, websites and other published material for the particular aspect of the research topic (Richman, 2012).

For this research perspective, the researcher should take the primary data. To measure the aspect of customer satisfaction and service quality, the researcher can collect effective data from the respondents of the research. The researcher can collect data from the customers and managers of the Golden Hilton Hotel (Bergh et al. 2009).

Data analysis technique:

There are two types of data analysis techniques; those are quantitative and qualitative data analysis technique. Quantitative analysis helps to analyze the data with quantitative technique. Qualitative analysis helps to analyze the data with the help of detail description and discussion of the topic for this research project, data of the customers can be analyzed with the help of

Gnat Chart:

Task Name

Duration

Start

Finish

Predecessors

Research proposal

34 days

Thu 13-08-15

Wed 30-09-15

   Background of the study

8 days

Thu 13-08-15

Tue 25-08-15

      Outline the broad field of study

2 days

Thu 13-08-15

Mon 17-08-15

      Summary your literature review findings

3 days

Mon 17-08-15

Thu 20-08-15

3

      Present the particular topic

1 day

Thu 20-08-15

Fri 21-08-15

4

      Justification the research method used

2 days

Fri 21-08-15

Tue 25-08-15

4,5

   Research questions

1 day

Tue 25-08-15

Wed 26-08-15

6

   Confirmation of research question

0 days

Wed 26-08-15

Wed 26-08-15

7

   Project Design(method)

14 days

Wed 26-08-15

Tue 15-09-15

      identification of method(s) of data collection

3 days

Wed 26-08-15

Mon 31-08-15

7

      identification of sampling technique

1 day

Mon 31-08-15

Tue 01-09-15

10

      Identification of number of participant

1 day

Tue 01-09-15

Wed 02-09-15

11

      duration of the study selection

2 days

Wed 02-09-15

Fri 04-09-15

12

      identification of place of study

2 days

Fri 04-09-15

Tue 08-09-15

13

      method of data analysis

3 days

Tue 08-09-15

Fri 11-09-15

14

      communication of research findings

2 days

Fri 11-09-15

Tue 15-09-15

15

   Project implication

5 days

Tue 15-09-15

Tue 22-09-15

16

   Own Learning

6 days

Tue 22-09-15

Wed 30-09-15

17

   Confirmation of research methodology

0 days

Wed 30-09-15

Wed 30-09-15

18

 

 

 

Ethical checklist

YES

NO

1

Involve any external organisation for which separate research ethics clearance is required.

 

No

2

Involve individuals aged 16 years of age and over who lack capacity to consent andwill therefore fall under the Mental Capacity Act (2005)?

 

No

3

 

Collect, use or store any human tissue/DNA including but not limited to serum, plasma, organs, saliva, urine, hairs and nails?

 

No

4

Involve medical research with humans, including clinical trials?

 

No

5

Administer drugs, placebos or other substances (e.g. food substances, vitamins) to human participants?

 

No

6

Cause (or could cause) pain, physical or psychological harm or negative consequences to human participants?

 

No

7

Involve the researchers and/or participants in the potential disclosure of any information relating to illegal activities; or observation/handling/storage of material which may be illegal?

 

No

8

With respect to human participants or stakeholders, involve any deliberate deception, covert data collection or data collection without informed consent?

 

No

9

Involve interventions with children and young people under 16 years of age?

 

No

10

Relate to military sites, personnel, equipment, or the defence industry?

 

No

11

Risk damage or disturbance to culturally, spiritually or historically significant artefacts or places, or human remains?

 

No

12

Involve genetic modification, or use of genetically modified organisms above that of routine class one activities?

 (All class one activities must be described in Section 4).

 

No

13

Contain elements you (or members of your team) are not trained to conduct?

 

No

14

Potentially reveal incidental findings related to human participant health status?

 

No

15

Present a risk of compromising the anonymity or confidentiality of personal, sensitive or confidential information provided by human participants and/or organisations?

 

No

16

Involve colleagues, students, employees, business contacts or other individuals whose response may be influenced by your power or relationship with them?

 

No

17

Require the co-operation of a gatekeeper for initial access to the human participants (e.g. pupils/students, self-help groups, nursing home residents, business, charity, museum, government department, international agency)?

 Yes

 

18

Offer financial or other incentives to human participants?

 

No

19

Take place outside of the country in which your campus is located, in full or in part?

Yes

 

20

Cause a negative impact on the environment (over and above that of normal daily activity)?

 

No

21

Involve direct and/or indirect contact with human participants?

Yes

 

 

 

 

PART B:

Literature review:

1. Introduction:

This chapter deals with the major concepts of the service industry. As this project is about the hotel industry, so that, the researcher has taken some relevant concepts of the service industry, service quality, customer satisfaction and customer relation. These concepts are very effective and important for the service industry (Bryman and Bell, 2011).

Topic 1: Concept about service industry:

The service industry is a unique forum for delivering service to the customers of this industry. Service industry can be incorporated of different companies who can earn effective revenue from different intangible services and products. Different service companies are consisted a service industry. Service companies mainly involve in retail, transport, hotel, distribution, hospitality and other service dominated sectors. This service-dominated industry is also called as service sector and territory sector of the industry.  The service industry is comprised with increased rate of human intelligence (Burns et al. 2008).

Service industry does not produce products. Service industry refers to a type of business where the company does not manufacture products. The companies of this industry are not involved in the process of product manufacturing. This industry is related to the process of providing service to the customers of the company. Service industry can be categorized into three groups; those are consumer service, public service, and business service.  There are also subgroups among these three categories of a service industry. There is professional service, health service, personal service, corporate service, community service national service and international service (Cooper and Schindler,2010).

However, hotel industry can be included within the hospitality industry. A hospitality industry refers to the industry that serves to the customers of their company. The hotel industry is very competitive. The scenario of the hotel industry has been changed due to the current trends of the market.  With the changing phase of globalization, several hotel industries have taken many activities for the prospering condition within the industry.

Topic 2: Customer satisfaction:

Customer satisfaction is the main aspect of the business activities of a hotel. A hotel industry always focuses on the aspect of providing effective service to the group of customers of this particular industry. Customer satisfaction and the service quality have become one of the major areas of importance.  Customer satisfaction is the main aspect of a service related industry. Here, effective service is been considered as the product of the company. Customer satisfaction and service quality can be considered as the major factor in the aspect of customer retention and competitive differentiation (Hällgren, 2012).  A hotel can gain success while delivering effective service towards their customer. A hotel can acquire success if the level of satisfaction among the customer is high. Customer satisfaction is the main aspect of a service industry. Every hotel should provide effective service to the customer that can enhance the level of satisfaction among the group of customers within the organization. An effective level of customer satisfaction also can increase the level of loyalty of the customers within the particular organization.

Customer satisfaction refers to the process of getting satisfaction from the service of the service related company. Increased level of customer satisfaction has the effect on the profitability of the particular company within the industry. Customer satisfaction has affected directly or indirectly by the business operation of the service related company. The level of customer satisfaction can be very helpful to increase the level of customer loyalty of the potential as well as loyal customers of the organization. The level of customer satisfaction also helps to increase the level of competition within the competitive sector of the market. Customer satisfaction can help to gain competitive advantage within the competitive sector of the hotel industry.

As discussed by (Harrin and Peplow, 2012), service industry always looks for effective customer satisfaction. They do different activities for attracting more customers. A hotel industry should focus on the level of satisfaction among the customers of the organization.

Topic 3: Service quality:

As stated by Silvius (2012), service quality is the very effective aspect of any service industry. Service quality has different meaning for several people to the organization. Service quality has many dimensions. Most common definition of service quality is the comparison that customers have made between the perceptions and expectations of the received service.  There are different aspects of service quality. The service quality is consisted with the technical quality, corporate image, and the functional quality. A service company can be able to enhance their service quality through these characteristics.

On the other hand, Young (2013) stated that there are five major dimensions of service quality of a service related company. Service quality can be measured by SERVQUAL scale. This is a very important and popular instrument to measure the service quality of an organization. Through this scale, many scholars have identified five major dimensions of service quality; those are tangibles, reliability, assurance, responsiveness, and empathy. This SERVQUAL scale helps to identify positive as well as a negative gap within the situation. However, the related gap can be measured by the difference between expectation and perception score. SERVQUAL can be very helpful for indicating the level of service quality among the customers within the particular organization.

Topic 4: Relationship among customers:

A company should provide effective relationship among the customers within the organization. An effective relationship between customer and company can be able to enhance the quality of operation of a business. In order to manage the relationship with customers, CRM (Customer relationship management) and ECRM (Electronic Customer Relation Management) can be very effective for the company to enhance the level of interaction and relationship among the group of customers. A company can be able to enhance the relationship through these processes of CRM and ECRM (Hillman and Radel,2012).

2. Conclusion:

From the particular discussion, it can be stated that service quality and customer satisfaction are the most important parts for the service industry. Service industry should deliver effective service to enhance the level of satisfaction of the customer. With this way, the organization can be able to operate the effective business within the competitive sector of the industry.

 

 

Data collection and analysis:

Introduction:

This chapter discusses the relevant technique of data collection and analysis. To know the relevance of service quality among customers, several data are required. This chapter discusses the technique and amount of data sampling method and technique of data analysis.

Data sampling method:

Any person taking part in the research process can be called as respondents. These respondents can be considered as the sample of the particular research process. There are two types of sampling process; those are probability and non-probability sampling process. For this research process, the researcher can use a probability-sampling technique for randomly select the customers of Golden Hilton Hotel. On the other hand, the researcher can take non-probability sampling method for choosing the managers of this particular hotel (Naeem et al. 2011).

Data collection process:

Mainly there are two types of data collection processes; those are primary and secondary data. Primary data always has been collected from the primary sources of research. The primary data can never be published before.  However, secondary data are those data those have been published before. Secondary data refers to any published data of several journals, books, websites and other published material for the particular aspect of the research topic.

For this research perspective, the researcher should take the primary data. To measure the aspect of customer satisfaction and service quality, the researcher can collect effective data from the respondents of the research. The researcher can collect data from the customers and managers of the Golden Hilton Hotel.

Data analysis technique:

There are two types of data analysis techniques; those are quantitative and qualitative data analysis technique. Quantitative analysis helps to analyze the data with quantitative technique. Qualitative analysis helps to analyze the data with the help of detail description and discussion of the topic.

For this research project, data of the customers can be analyzed with the help of quantitative analysis technique. The researcher can use Microsoft Excel for analyzing those primary data using charts, tables, etc.

The researcher can analyze the interview of managers through qualitative analysis technique. With the help of qualitative analysis, the researcher can elaborately describe the interview findings of the managers of Golden Hilton Hotel.   

 

 

 

Chapter 4:

4.1. Discussion of hypothesis:

Hypothesis 1: Service quality has no major impact on the level of satisfaction of the customer

Service quality is the major indicator of the success and effectiveness of a business company within the competitive sector of the business. Service quality is a complex area of expertise. Every company of service industry should obtain the effective service quality. The company can be able to enhance the business operation of the company through effective service quality. It has been discussed from the discussion that, service quality is a major influence on the customers of the organization also. It has been discussed from the survey that, service quality has an effective impact upon the level of satisfaction of the customer of the organization (Mohsan et al. 2011).

Hypothesis 2: Service quality has major impact on the level of satisfaction of the customer

It has been discussed from the related sources of literature; service quality has the effective impact upon the aspect of customer satisfaction. An organization that provides an adequate level of service to its potential and new customers can be able to enhance the level of satisfaction among the group of customers within the organization.

4.2. Literature review:

Relevant literature can be very effective for dealing with the concept of customer satisfaction and service quality. Apart from these two concepts, there is another part of literature those have also dealt with the aspect of customer satisfaction and service quality.  An organization always has focused upon the aspect of customer satisfaction. Service quality is a very important aspect of every segment of customer satisfaction of an organization. Important journals on customer satisfaction have discussed that this is very important for achieving the success within the competitive sector of the organization (Rego et al. 2013).

4.3. Recommendations:

Every service related organization should take effective activities to enhance the operation of business

Every hotel industry should enhance service quality to enhance the level of satisfaction among the potential as well as loyal customers of the organization

An effective level of customer satisfaction can also be able to gain competitive advantage within the competitive sector of the organization of particular industry.

Chapter 5:

5.1. Conclusion:

From the discussion, it can be stated that customer satisfaction is a very important aspect of the service industry. The hotel is a part of the hospitality industry that has served their effective service to the customers. Therefore, this business capstone project has taken the activities of a business to provide effective services to the customers. It has been stated that an organization can be able to enhance its business operation with the help of effective service quality. Effective service quality helps to increase the level of satisfaction among the customers of the organization. Negative service quality can affect the process of gaining and achieving effective satisfaction while delivering the business operation towards the customers of the organization. Therefore, the level of satisfaction can be increased with the help of effective service of a service related organization. For the perspective of the hotel industry, effective service is very important for the aspect of service delivery among the group of a customer of the particular organization. Customer satisfaction can be very helpful for achieving the competitive advantage within the competitive sector of the market of particular industry.

5.2. Future work:

For the future area of this research, the researcher can outline some specific areas of customer satisfaction and effectiveness of business operation within the competitive sector of the market. In the future area of research, one can be able to take help of adequate resources for completing the aspect of research.

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