Research Methods Assignment

The service quality analysis at the Marriott hotel and its effect on consumer value

Akshay Shinde

Contents
Introduction .................................................................................................................................................. 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: ................................................................................................................................ 10 5.0 Data Analysis ......................................................................................................................................... 11 6.0 Conclusions and Recommendations: .................................................................................................... 12 References: ................................................................................................................................................. 14

Introduction
Quality 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 of the following questions: Whats the association linking customer satisfaction, customer value as well as service quality, its impact over the organization? What is 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?

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 issues listed 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 recent years. 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) argues that 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 wellbeing 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

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.).

2.1.2. Models of service quality was

The 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).

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

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

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.

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 in conflict 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 field work. Paths must be advised of the purpose and objectives of the research, and even short-term verbal commitment to high ethical standards.

5.0 Data Analysis

The findings are presented in a graphical form.
Poor 2%

Service Quality attributes

Fair 16% Excellent 14%

Good 37%

Very Good 31%

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.

Customer Value Perception

Poor 11% Excellent 11% Very Good 6% Fair 39% Good 33%

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

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

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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