Problem Statement and Research Objectives

Discuss About The Qualitative Quantitative Approaches Pearson.

Customer Satisfaction is an important predetermining of every service industry (Lewis, 2015). In hotel sector customer satisfaction plays an integral role in attracting customers and genera ting revenues for the hotel. The scope of the current study highlights research design to study service quality on customer satisfaction across Hotels in Sydney, Australia. A problem statement for the research has been defined and subsequently research methods have been provided. Data collection and analysis techniques through Qualitrics survey have been highlighted that provides data from customers. An ethical statement for the study has been defined that need to be undertaken while conducting the research procedure.  

In tourism and hotel industry, companies are continuously struggling to achieve competitiveness. In order to sustain customer competitiveness excellence model Malcom Balridge Model is adopted often. The scope of service quality across hotels in Sydney in Australia has been facing stringent competition. The scope of this study hence will aim at service quality measurement by means of SERVQUAL model, SERVPERF model of customer satisfaction (Kumar, Tat Kee & Taap Manshor, 2009). Through a questionnaire designed by Qualtrics, the study will aim to collect data from customers at Sydney hotels in order to understand parameters that affect customer satisfaction (Barroso, Carrión & Roldán, 2010). According to problem statement definition, the following research objectives will be analysed in the study.

• Research Objective 1:To understand factors affecting customer satisfaction
• Research Objective 2:To analyse the relationship between service quality and customer satisfaction among hotels in Sydney, Australia

With understanding related to the above research problem, hypothesis for the study was selected as:

Null hypothesis (H0): Higher service quality at hotels in Sydney is not related to customer satisfaction

Alternate Hypothesis (H1): Service levels at hotels in Sydney are directly correlated to customer satisfaction levels.

A research design incorporates methods along with processes which a study makes use of while collecting and analysis of a research problem. A research design for the study can be correlation, descriptive, experimental, semi-experimental, review in nature (Maxwell, 2012). The current study design will primarily aim at adopting a descriptive research design. Though there are various types of research design available, descriptive design methods is used for analysing of surveys. The study has further made use of qualitative and quantitative methods. Qualitative data is referred to as subjective data, whereas quantitative data is referred to that data which is measurable in nature. In order to analyse such data mixed design methodology has been adopted.

In any research a philosophy is first ascertained, which helps understand the overall format for the study. Philosophy for research can be ontology, epistemology, axiology and rhetoric in nature. This study has adopted rhetoric research philosophy is adopted when in-depth inspection regarding problem of the study is adopted (Mitchell & Jolley, 2012). Then deductive or inductive approach is selected, which provides approach related to qualitative and quantitative research approach. In case of inductive approach, observations are made initially post which results are taken for analysis. Then an appropriate research design is selected, which is regarded as the most critical component for the study. It allows assessing determining functionality and efficiency of the operational research process.

Research Design

Participants: Approximately 200 participants across 10 hotels in Australia were selected. The participants were selected from varied national background other than Australia. Moreover, the scholar through the help of receptionists aimed at collecting data from different type of customers, which included family, singles, people travelling due to work and so on. Participant’s diversity was further maintained by collecting data from both male and female customers.          

Material: In order to conduct this study, a printer, several A4 size papers, pencils, hard cardboards was used. Each participant was handed over A4 size page questionnaire attached to hard cardboard such that they can easily collect data. They were also provided pencils such that they can easily fill out the questionnaire.   

Methodology: The participant’s post sometime of their check-in was handed over the questionnaire and its aim was highlighted to them. The primary aim that was highlighted to customers included ways in which the hotel could enhance their service. Then they were asked to return the questionnaire after some period of time.

The study will aim at collection data from sources mostly primary in nature (Gill et al., 2008). Primary data is referred to as first hand data source is collected from guest arriving at 2 and 3 star rated hotels. Data was collected from across 10 hotels guests arriving at Hotels in Sydney. Guests arriving at the hotel were furnished with the questionnaire, which they were asked to fill out. Upon completion of the questionnaire, guests were asked to hand over the completed questionnaire to the hotel, which again handed across the questionnaire to the scholar. Only hotels have been selected and lodge or home stays or service apartments have been excluded for the sake of continence. A total of 50 questionnaires was provided to each of the below mentioned hotels and then data was collected from the 20 guests respondents. The rest guests had either discarded the questionnaire or never returned or filled it out with some or the missing information. Therefore scholar selected to do away with such samples. For the purpose of this study hotels that were selected across Sydney comprised off the following;

1. Hotel Chalis
2. ibis Sydney World Square
3. Marco Polo Motor Inn Sydney
4. High Cross Park Lodge
5. The Ranch Hotel North Ryde
6. Vulcan Hotel
7. Arts Hotel
8. Capitol Dquare hotel
9. Mariners Court Hotel
10. Travelodge Hotel Sydney

Though the study has resorted to secondary data collection and analysis techniques as well. Secondary data has been collected from journals, online sources and company magazine to arrive at outcomes related to the study. The scholar had further aimed at collecting secondary sources of data from customer review related to these hotels from trivago.com, makemytrip.com and bookings.com. Guest reviews present at these websites helped the scholar to develop some understanding related to customer satisfaction rates and nature.       

Data Collection Methods

Qualtrics Survey has been designed using qualitative and quantitative questionnaires. The survey questionnaire had been presented to hotels,  where receptionists was requested to ask their guests gill it up and return it to them. Appendix 1 attached below contains the questionnaire that was ascertained for the study. The survey was designed with a mixture of qualitative and quantitative questions. The questions have been selected as per formal questionnaire procedure for which response is needed. Questions had been selected as per relevant inputs for service feedback that was needed. The questions will allow assessing and understanding the level service perception that is prevalent amongst consumers in Sydney, Australia.   

The scholar has taken 20 filled out questionnaire from amongst 50 forms provided to each of the hotels. The scholar has used preference of selecting sample, as per customers, who gave some or the other negative comments regarding their stay (Matthews & Ross, 2010). Therefore a total of 200 samples were considered for the purpose of data collection for the study. The choice of hotels was ascertained by scholar through sample selection methods by browsing through makemytrip.com, bookings.com and trivago.com. Those hotels were selected for the purpose of study, which had good location, had a minimum of 5 guest reviews, and was either a two star or three star categories. In order to get more diversified results, the scholar aimed at analysing those data that had contained reviews from varied national background.

In order to arrive at suitable findings and conclusions regarding the study, post data collection, data analysis has to be undertaken. The survey has aimed at collecting wide and varied type of data collection through designing a questionnaire through Qualtrics. As the study has collected qualitative and quantitative data, such data will be analysed using appropriate procedures. Qualitative inputs obtained will be analysed descriptively, whereas quantitative inputs obtained will be analysed using SPSS methods.    

The study will aim at attaining research objectives in an effective manner. The study will further aim at accommodating all possible ethical considerations (Neuman, 2013). The following are some of the ethical considerations that will be accommodated for the purpose of the study.

• Each participant of the study was given a descriptive detailing regarding the study and no part was hidden from participants.
• A confidentiality agreement was signed with participants, which provided that no part of the study will publish or use personal details. All personal details will remain with the scholar. The scholar will only make use of the data that has been collected to analyse the same and arrive outcomes for the study.
• The scholar shall not obtain necessary inputs from participants by mea ns of any type of influence, force or coercion. Participants, who want to take part in the research procedure, will only do so.     
• The scholar will not assume any type of biases for the study.

Reference Lists

Barroso, C., Carrión, G.C. and Roldán, J.L., 2010. Applying maximum likelihood and PLS on different sample sizes: studies on SERVQUAL model and employee behavior model. In Handbook of partial least squares (pp. 427-447). Springer, Berlin, Heidelberg.

Gill, P., Stewart, K., Treasure, E. and Chadwick, B., 2008. Methods of data collection in qualitative research: interviews and focus groups. British dental journal, 204(6), p.291.

Kumar, M., Tat Kee, F. and Taap Manshor, A., 2009. Determining the relative importance of critical factors in delivering service quality of banks: an application of dominance analysis in SERVQUAL model. Managing Service Quality: An International Journal, 19(2), pp.211-228.

Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.

Matthews, B. and Ross, L., 2010. Research methods. Longman/Pearson Education.

Maxwell, J.A., 2012. Qualitative research design: An interactive approach (Vol. 41). Sage publications.

Mitchell, M.L. and Jolley, J.M., 2012. Research design explained. Cengage Learning.

Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches. Pearson education.