research methods avs

7/30/2019 Research Methods AVS

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Research Methods Assignment

The service quality analysis at the Marriott hotel and its

effect on consumer value

Akshay Shinde


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ContentsIntroduction .................................................................................................................................................. 3

For further reading: ...................................................................................................................................... 4

2.1. Quality of Service and Hospitality Industry:........................................................................................... 4

2.1.A. SERVQUAL model: .............................................................................................................................. 5

2.1.B Service Quality Model .......................................................................................................................... 6

2.2. Advantages and customer satisfaction in the hospitality industry: ....................................................... 7

2.3 Measurement of service quality: ............................................................................................................ 7

3.1 The research project: .............................................................................................................................. 9

4.0 Question of ethics: ................................................................................................................................ 105.0 Data Analysis ......................................................................................................................................... 11

6.0 Conclusions and Recommendations: .................................................................................................... 12

References: ................................................................................................................................................. 14


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IntroductionQuality of service is one of the most important aspects of the business model of hospitality and is critical

to attracting new businesses. According to that Farouk and Chris (1991) the reason for the visit of the

guests are usually in part by factors outside the control of the organization, but the quality of service

and the attitude of consumers to create a rewarding experience central value can be are now largely

controlled by management and staff. Helping workers that service excellence which is underlined, as

said by J.W. Marriott, : "If you take care of our employees, care workers are concerned about the

customers and the profits for themselves." (Hartnett, 1993). As per the final analysis the satisfaction of

the customer and the service excellence are impacted due to various significant factors, value for money

issues. The current trend of quality management and catering to focus on a competitive advantage for

businesses, but also an important tool to achieve strategic objectives. So, there are a lot of attention to

research that has visited the Brotherhood is very understanding of the origin of service excellence and

the relationship with value of customers, their satisfaction, competitiveness as well as success of

businesses.

The study of the problem

The influence on the consumers value in the Marriott hotel will be analysed in this study paper. Client

value is related optimistically to the performance as indicated by several studies, the Marriott hotels

prosperity will be directly influenced due to the value of the customer, enhanced quality and the service

as indicated by the several studies.

Objective and the Aims:

The critical analysis of modern literature available on service, customer value, quality and various

theories.

Further studies of factors that the quality of service for the hospitality industry, which influences

customer perception of value

The study and analyze the quality of service Marriott hotels and consumer understanding of service

quality (value)

The recommended quality of service 'Marriot Hotel, as a way to improve customer benefits and

competitive advantages

Goes the objective of the study indicated ofthe following questions: Whats the association linking

customer satisfaction, customer value as well as service quality, its impact over the organization? Whatis the quality of service guarantees on loans at the hotel? What is the policy of the current quality of

service, the Marriott Hotel, and how to increase customer value?


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For further reading:Review of the literature over the subsequent issues to study as well as develop an hypothetical structure

to study the issues discussed: customer service, excellence as well as enhancing the role of the issueslisted in the organization.

2.1. Industry of Hospitality and Superiority of Service:Numerous model and theories of service excellence and its sustainability, Pizam (2008) suggests the

quality of the models of excellence in service are multi - faceted. Other studies on the determination or

Authors propose supported initiatives critical to the service quality, with mixed results. The research

base is divided into two parts, divided by the characteristic SERQUAL two and three dimensions of the

models. But there is no consensus on the definition of what the exact quality of services for the

hospitality industry. This is the ambiguity of the image quality of service is studied extensively in recentyears. Can Kwortnik (2005), the quality of service is not in absolute terms than the company's service

standards to define good or bad, can not be measured objectively the technical rules, but the concept is

very subjective judgment and order the causes value and customer experience.

And yes, many researchers have shown that the service can be defined either in relation to the specific

needs of customers can be measured. And then, the quality of the whole service - among the expected

against certain standards and customer understanding to deliver the measure.

Kwortnik (2005), Heung et al (2000), Rosen adn Bojanic and various researchers to examine the quality

of service in restaurants. Researchers have shown that it is important to manipulate consumer insight of

value and excellence in service. Sohail as well as Saeed (2000) from results in Malaysia of a luxury hotel

have indicated that on the theory of excellence of service or value of consumers there is small amount

of observed evidence. An optimistic association was found among the retention and the performance in

the long term, Sasser and Jones (1995). Some most important factors for quality of service of employees

with the ability to communicate in a creative process (Kwortnik, 2005).

According to Pizam and Ho (2008) was Getty and Thompson (1994) will increase the quality of service

measured in the hospitality industry. The first estimate depends on the quality of the service on an

understanding of customer value. Secondly, it is consumerperception measurement techniques

necessary to examine the quality of the host organization of the service to be important. Finally, the

performance was similar to the materials. Dimension of quality of service Zeithaml et al. (1990) arguesthat reliability is the key, followed by tangible, empathy, reliability and responsiveness.

Fick and Ritchie (1991), empirical research has shown that the safety of goods and articles important.

Farsad and Leburton (1994) reported that the physical environment at the hotel, the consistency of well-

being of service, and transmission of important factors in terms of performance. Nightingale (1983)

suggests that an important factor in the physical properties and the five dimensions of performance: the


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knowledge of external control, performance, usability, accessibility and spaciousness.Pizam and Ho

(2008), that other features such as security and the value of brand, aesthetics The internal and external

pressure, and the plurality of other functions.

2.1.1. SERVQUAL model:Parasurama, et al. (1991) and the development SERVQUAL is set now in May, the quality of service of

study. The proposed model is based on the overall service independent industry-based and to

recommend practical approaches in the field. Many researchers, as Tsang and Qu, 2000, Lam and Zhang,

1998, Getty and Thompson, 1994, Bojanic and Rosen, 1993 and Saleh and Ryan has led, in 1992 a study

on the basis of this model and its derivatives. There is also criticism that the model is well supported by

theoretical and empirical. There are five factors play a quality service, andprofessionalism

accommodation, physical well-being. SERVQUAL is composed of 22 states of the 7-point Likert scale.

Consumer expectations on the basis of knowledge and experience, according to the opinions of

consumers on the services provided (Kandampully, Sprks and Mok, 2001, Pizam, and Oh, 2008). The

actual service is reduced to five as follows reduced from actual tendimensions:

Assertion - the ability to give people the confidence and courtesy and to ensure competence.

Empathy: personal care and treatment for consumers.

Reliability: the ability to service, that promise is to provide accurate and reliable.

Response: to provide fast and wants to help consumers.

Tangibles: Property and equipment, communications equipment, facilities, personnel, equipment and

techniques.

SERVQUAL is used to determine the quality of services and gaps in services based on five dimensions of

trust, empathy, tangibles, reliability, and they are based. The holes are defined as follows:

The gap indicates the position (gap 1) the relative importance of consumer perceptions of service

quality and consumer expectations of managers.

The technical basis (GAP2): the difference between the amount of consumer expectations and

management services.

Delivery Gap (GAP3): the difference between the specifications for the workers and management

services.

Communication Gap (GaP5) the difference between the promise and the actual service received by

consumers.

gap in perception (Gap6): the difference between consumer expectations of services and interior

points of view (Zeithaml et al, 1990.).


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2.1.2. Models of service quality wasThe model of Grnroos (1983) suggests, among others try to summarize the quality of service in the

construction of theoretical models. Model degrees of relational dimensions of perceived quality,functional and technical services: functional quality refers to the transfer and was given. The technical

quality refers to print services. According to Palmer (1998), refers to the quantitative aspects of the

technical quality of customer service experience in the hospitality industry. Grnroos argues (1990) that

the standard method of measuring the quality of service more efficiently than the technical side. This is

in contrast focuses on the technical quality of the consumer and more personal service, the article (see

Figure 1). Price (1966, p.12), "said the quality of human life" is very subjective and personal. Crompton

and Lamb (1986, cited a Dabholkar et al., 2000) which improve the hosting organizations for their

efforts, the understanding of service quality as a factor that is essential for the quality of service to

consumers (customers).

Parasurama, Zeithaml and Malhotra (2005) developed two scales to measure the quality of service for

hotel service quality (IS S-) and recovery on the scale of Quality of Service (CAL REC). The first consists of

22 items measuring four dimensions of osservce quality, system availability, performance, compliance

and data protection. The second consists of 11 pages from three aspects: responsiveness, compensation

and contacts. But it was later REC Condedu on which subset of the range of Quality of Service (E-CAL).


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2.2 Advantages and customer satisfaction in the hospitality industry:Kandampully, Mok and Sparks (2001), the difference between explainthat in practice, companies need

the same level of quality customer service satisfaction goal established and better understood. The

customer as "the first interactive relativistic preference" (Holbrook, 1999, p.5), which define the process

of interaction between subject and object. While on the other side. Since the relative value of personal

value and Zeithaml (1988) identified customer, value and measurable terms of quality, consumer prices

and the value for the adoption and low price in order to get the consumer what the value of what

consumer wants the product. Flint et al. (1997) set the value of scientific values and configuration. Value

judgment focuses on the benefits and sacrifices, and consumers with a product or service. Patterson and

Sprenger (1997) based on customer value refers to the general consumer prices.

Slater and Narva (2000) cites two common themes in most definitions of the value of many researchers:

the interests of people, victims and their commitment, that is, if it is a big difference between benefits

and sacrifices, and when customers benefits for victims. Sweeney and Soutar (2001) to be agreed and

put into perspective, the value can be seen as beneficial in terms of quality, but the victim has to pay to

fix the price of the consumer. Thus, the total value of the interests of the victims present, consists of

non-monetary and economic issues. Since the value is significant due to the expected Ulaga and Chacour

(2001) that the value of greater perceived value as a result of an obligation for each victim and the

expected benefits.

The values of the literature on customer satisfaction and broader view, and the actual value to be used

in another context, that the review of the purpose and use of your property.

2.3 Measurement of service quality:The review of the literature in the previous section, measurement of the relative quality evaluation of

service. However, some models have been proposed to measure and evaluate the quality of the service

organization. Nobody is perfect, as the technical report or staff with the judgment, the perceived quality

of service to the consumer) can be defined. In other words, created the inability to identify the technical

side a lot of confusion among the best techniques to quantify the extent of service quality in the

hospitality industry. Priakovane (2006) recognizes that the tools and techniques, such as the SERVQUAL

scale will be the starting point, but more research on the quality of service to the consumer is

considered a more sophisticated understanding of emotions and thoughts of consumers. A method of

factor analysis hedonism of the commitment, and respect. Chadee and Mattson, meals, lodging,

excursions and car rental and Fox Weiermair all meals, sports, traffic, entertainment and culture and

tourism, cross-country skiing (Bindu et al 2009).

Marriot Hotel and the service quality and its impact on value and customer satisfaction:

Marriott is using Total Quality Management (GQT) to develop a competitive advantage through quality

service. Marriott said requires the successful implementation of TQM high level of employee

participation, such as job enrichment and democratic management style, show Hartnett, 1993, Lashley,

2000) is necessary. This program is designed to limit the value of their organization on site, in the heart


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of the service quality management in the hotel manager. Therefore, there is the improvement of front

line staff responsible for customer satisfaction with quality and price between the programs to improve

the quality of the services of Hotel Marriot. Marriott is the perceived quality as "Spirit to Serve"

(Williams and Buswell, 2003). James (2007) states that to achieve high levels of quality methods

Marriott is to gather customer information, surveys, focus groups, evaluation of signs and services

efficiently gather to listen to your customers, especially if they complain. Jack et al (2011) suggest that a

major renovation, the Marriott is located in the right place to create additional value for customers.

Research Methodology In the third place:

This describes the method used in scientific research. It is a kind of philosophy, research, and is more

suitable for further investigation of this study also addresses the design, the methodology for collecting

and analyzing data. There are different types or different approaches to the study. When choosing a

particular approach to research on such factors as the choice of research looking for the brand and

process variables. Saunders et al. (2009), research method, a process similar to onion skin of the law as

"research onion" is known, as shown below, which shows each layer of the onion step by step of

research (for example, to choose ' philosophy and approach to research, collection and data analysis) to

investigate the research. The first is that there are three main types of studies in philosophy.

Figure 3: Source of research Onion: Saunders (2009) ..

The study is based on positivism and the philosophy of phenomenology research. The research includes

the philosophy of positivism, social reality, and the results can be general to do so by law very similar

physical and natural sciences. Remeynyi, (1998, and Saunders., 2009). As a result of this approach with a

structured questionnaire to comment, and the amount of replication for statistical analysis.

Interpretivistic philosophy or phenomenology differs from the philosophy of positivism and realism in


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the study. Phenomenology of attention that the world of complex and subjective, and thus reduce the

complexity of the social world and the judiciary, not a generalization is possible because of the

uncertainty factor. The philosophy of this research, interviews, ethnographic, questionnaires and other

methods of data collection.

3.1 The research project:The research project is a model of the research process. According to Saunders et al. (2009), the survey

allowed the research is important that the right direction to achieve the objectives defined by the study.

Hypothesis: A significant correlation between the performance of service quality and customer

satisfaction, perception of the value of 'Hotels Marriott

Data collection and sampling points: The study used primary and secondary methods of data collection.

The primary data collection questionnaire used to gather perceptions of the methods of data-quality

customer service. Secondary data from previous studies, work on service quality and customer

satisfaction, perceived value. According to Saunders et al. (2009), according to the survey and collect an

important part of the research data. This is the direction of basic research, and suggests ways to use the

information on basic research and gather data. For the customers are not based on random sampling

technique to obtain a simple and inexpensive sampling and data: selective attention. It is about 20

studies of men and SERQVAL little guidance. The analysis is divided into two parts, made in graphical

form, and using statistical analysis of correlation.

Figure correlation is expressed as follows:

Px,y (r) - Correlation coefficient; X , Y variables ;X std-dev. Of x set of variables; Y std-Dev. Of y

set of variables ;X - expected values of X; Y - expected values of Y.

Limitations: The study was SERQVAL scale model, a five-point Likert scale. Limit the search field and

large-scale - a comprehensive study of complex services and the use of air quality measurement and

technological tools.


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4.0 Question of ethics:To manage the research may lead to ethical problems. Ethics can not manage according to the studies of

Lancaster and Crowther (2008), with a number of ways and values "and the researchers may be inconflict with the code. The authors propose to perform a risk assessment of the first research ethics . To

realize in some way, for example, the process of data collection, storage, analysis and dissemination of

research results and information.

The risks and ethical issues, which are:

t the content of the members of the investigative purpose of the case study

organization

Saunders et al. (2009), the ethical issues that must be considered carefully:

right to cancel at any time, voluntary participation

information.

This study used a questionnaire to primary data, Marriot hotel guests receive voluntary contributions.

He worked in the field, and risks, then, that ethics is usually paid little attention. Questions to keep

things simple and personal problems, you should avoid. In addition to maintaining the anonymity of the

common foreign and security policy for system administrators on ethical issues, the performance of fieldwork. Paths must be advised of the purpose and objectives of the research, and even short-term verbal

commitment to high ethical standards.


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5.0 Data Analysis The findings are presented in a graphical form.

The number of participants 18 people. 37 per cent of customers believed that the quality of service is

that the hotel is good, 31 percent said they were very good, but 14 percent said that the service

excellent. On the other hand, recognizes only two customers, the service was poor, and 16 percent said

fair or just. Kwortnik (2005), quality of service, not in absolute terms is defined as a service to businesses

and the quality is good or bad, or are not objectively measured in terms of technical standards, but the

concept is very subjective judgment, and Areas of potential customers, values and experience. Since

there is no other way to assess customer perceptions of quality and file the condemnation of the

personality, to define the quality of services.

The value of customer perception.

The difference between 4 and 5, good quality of service points, the maximum value of the difference

between the selected customers viewed by the customer service quality and the degree of exposure.

The critical value, as Ulaga and Chacour (2001) provided, and the value of the perceived value as a result

Excellent

14%

Very Good

31%

Good

37%

Fair

16%

Poor

2%Service Quality attributes

Excellent

11% Very Good

6%

Good

33%

Fair

39%

Poor

11%

Customer Value Perception


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of a compromise between the expected and perceived advantages each victim. It recommends that the

customer always be on quality, not related to value-added services. The difference between the full use

of the victim as the expected benefits, and create a different view of the customer in mind.

Statistical analysis: Statistical analysis using Pearson's correlation coefficient.

The null hypothesis: no significant correlation between the characteristics of service quality and

customer satisfaction, the perceived value of the Marriott Hotel

Another hypothesis: a significant correlation between service quality and customer value of Marriott

Hotel

Co-relation

Characteristic value of quality of service, the customer

Attributes of service quality - 0

The customer perception of the value of 0.240865005 -

If the unilateral percentsignificance test with four degrees of freedom the critical value of 0.905 5.

0.2408 correlation is less critical, and perhaps the null hypothesis is rejected. The results show that there

was no significant correlation between the quality of customer service and perceived value of the

Marriott Hotel. This study complements previous empirical research provides value to customers with

the quality of services, but the perception of service quality in the minds of consumers, the most

important indicator of its perceived value. Patterson and Sprenger (1997) based on customer value

generally associated with the consumer. The critical value, from Ulaga and Chacour (2001) is available,

the value associated with the perceived value as a result of commitment and concern for all victims of

the expected benefits. Jasmina (2007), Quality of Service "as a very subjective category."

6.0 Conclusions and Recommendations:Service quality is a subjective term and combine it with customer value is one of the most difficult tasks

in childhood. In his opinion, is very important for companies, hotels and restaurants to determine the

level of service quality and the right idea of the value and quality of consumer intentions to build. The

maximum limit will not have enough data about the total lack of perception of service quality and

customer benefits, the project Priakovane (2006), tools and techniques should, as a starting point

SERVQUAL scale, but cause a more thorough quality services from the consumer much more

sophisticated understanding of feelings and thoughts of consumers involved.

Service quality is generally good Marriott hotel, a Marriott perhaps because 10% higher than the

average of other stores (Jack et al, 2011). Although the results only way the client does not have a

strong connection with high quality service, which means that other factors that reflect the value of

consumer perception of service quality. Future research, the study of the SERVQUAL scale model. The

model provides useful information for managers to assess their perceptions and expectations. The gaps


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can be of service quality in line with the expectations of customers, repeat business, which is the most

important end goal of any business at home to increase.


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