Importance Of Customer Service Quality And Customer Satisfaction In The Hospitality Industry Of Australia

Challenges Faced by Service Providers in Australia

Discuss about the Customer Service Quality And Customer Satisfaction In Hospitality Industry.

The trend of World market has radically changed from agricultural industry to hospitality with the gradual progress of globalization and internalization. Hospitality industry previously focused on maintaining superior quality of products so that the business experts can drag the attention of international customers (Jaakkola and Alexander 2014). With the enhancement of competitors the business experts have focused on service quality as well. The overarching concept customer satisfaction implies on customers perceive regarding the delivery of products. Hospitality sector especially hotel operators have observed that customers in tourism sector are from different cultural backgrounds as well as attitudes. As a result, people have to face immense challenges while receiving services from the service providers. A problem is identified within several hotels of Australia that service providers are not competent enough in dealing with the people of different cultural backgrounds and attitudes (Ding et al. 2014). In this kind of situation, service providers have to face innumerable challenges in providing proper services to the customers.

Automatically, the entire business process fails to maintain its organizational glory and reputation. Hotels like ADGE apartment, Marriot hotels and Club Hotel are well recognized for excellent customer services and behavioural approach of the service provider. On the other hand, it has also been observed that hotels like Quest North Ryde, Atlantis, Mantra on Frome have to face difficulties in satisfying customers demand due to low customer services. In addition, these specific hotels are receiving threats from its competitors. However, large numbers of researchers have raised their voice by highlighting the issue that customer service attracts the attention of customers more effectively (Marczyk and Festinger 2017). The staffs associated with the organization needs to be professional along with proper behavioural approach. Automatically, customers tend to show their interest in using services.

Research design is the method that enables to understand on how the entire research process is organized. Pure research aims to explore a particular research issue with appropriate data and information. The researcher has not specified the research area in the beginning. On the other hand, applied research indicates a proper research area along with specific issue. In this very specific study, the research has chosen a specific research issue based on particular business sector and nation (Kratochwill 2015). The importance of quality of customer service and customer satisfaction is critically evaluated based on hospitality industry of Australia. Therefore, the data that would be collected for conducting the study would be based on Australian hospitality sector. Therefore, the researcher has chosen an applied research.

Hotels with Excellent Customer Service

Research design is constituted with three major components including exploratory research design, explanatory research design and descriptive research design. Exploratory research design aims to explore new research issue based on an industry by applying innovative theories (Ioannidis et al. 2014). Explanatory research design interprets data at the time of collecting information. As a result, the researcher gets the scope to evaluate various pros and cons of research issue critically. Descriptive research design aims to analyze data based on the gathered data only. In this method the researcher does not get the scope to evaluate information critically (Taylor, Bogdan and DeVault 2015). In this very specific study the researcher would like to use descriptive research design for maintaining accuracy and reliability on participants’ response.

While gathering necessary data and information the researcher has to use two methods primarily. Quantitative research method enables the researcher to collect information and data based on the immediate feedback of the participants. Based on close ended questionnaires the respondents are involved within the research process (Richey and Klein 2014). However, in qualitative research method the researcher has to depend on the point of view of respondents. The questions set by the researcher are descriptive. As the researcher has to depend on the opinion of participants, the research result may come as biased. Therefore, the researcher would like to choose quantitative research method for conducting an effective survey and get immediate feedback of the respondents.

Data collection method is the systematic way of gathering necessary information based on reliable as well as valid resources (Harvey 2015). Quantitative research is based on survey, structured interview, longitudinal studies, observation and case study. In this very specific study the researcher would like to use survey method. By involving 100 customers using services of hotel industries of Australia, the researcher would like to make 10 questionnaires. The question pattern that would be selected includes close ended. In a close ended question, the participants would not get the scope to justify their response. However, as the customers do not only belong to regional backgrounds the researcher would like to circulate the question through mails. As a result, customers would not have to face challenges in providing necessary feedback to the researchers. It would be easier for the data analyst for collecting response of the participants as well.

Qualtrics survey helps the researcher to distribute the questionnaire based on online process. Survey questionnaires are organized based on specific patterns (Hussein 2015). The patters include open ended close ended, multiple choice, poll questions, ranking questions and so on. In this very specific study the researcher would like to highlight close ended questions. The primary advantages of selecting close ended questions for this research paper are as follows:

• Easy to answer and less time consuming
• The researcher can give response choice and can clarify the question text for the respondent
• Close ended questions improves consistency of responses
• It is very much easy to compare with other respondents or questionnaires
• It is easier, quick, and less costly to evaluate

Research Designs and Data Collection Methods

            Close ended questions are not devoid of some of its major disadvantages. As the students do not get enough scope to justify their response the researcher is not very much convinced in some of the major responses provided by the participants. Numerous options may confuse the responses (Davies and Hughes 2014). However, after having several drawbacks on close ended questions the researcher cannot deny on some of the major positive outcomes of close ended questions.

Sampling is one of the most systematic methods of acquiring information from specific number of respondents amidst the large number of population. Sampling technique is constituted with two major types including non-probability sampling technique and probability sampling technique (Mertens 2014). In this very specific study, the researcher would like to follow non-probability sampling method for involving those respondents who are directly associated with the research issue. In this very specific research, the researcher wants to involve the customers who have used the service of Australian hotels. As a result, the researcher would get genuine data regarding the customer service systems of these hotels. In addition, it is undeniable that non-probability sampling technique is very much specific. Like probability sampling method it does not select the respondents randomly. As a result, customers using services of Australian hotels are giving feedback on how they are receiving services from the employees (Hammersley 2017). Researcher gets the scope for highlighting the issues that are existed within the service process of hotels. As a result, both the customers and the service provider are getting equal benefits and facilities. Service providers get the opportunity in rendering an improvement within customer services. On the other hand, service users can get better services from the organization.

Data analysis technique is constituted with two major ways including bivariate and univariate. Bivariate data analysis technique is based on two major variables whereas univariate technique is based on one variable. In this very specific study the research issue includes customer service quality and customer satisfaction in hospitality industry. Here, customer service is independent variable and impact on customer satisfaction is dependent variable (Smith 2015). Based on the customer service system of hospitality industry of Australia the customers’ satisfaction rate is highly dependent. In addition, In order to find out the two variables the researcher would like to choose regression analysis which implies nature and degree of relationship between the independent and the dependent variable. As a result, in order to prove the null hypothesis negative the researcher would have to make hypothesis test (McCusker and Gunaydin 2015). Based on effective data analysis the researcher would find out ultimate result whether customer service is important for maintaining customer satisfaction rate or not. It is expected that the entire result of the research paper would be positive. 

Significance of Ethical Considerations and Data Protection Act

In order to conduct the entire process of business the researcher has to follow a proper ethics, culture and value. Maintaining data protection act while gathering data and information is the part of ethical consideration. In this specific study, the researcher has to focus on maintaining confidentiality of data and information collected from the respondents. The respondents should not be forced in providing information (Bryman 2017). The spontaneous participation of the researcher should be appreciated. In addition, the researcher would have to focus on conducting the entire research based on reliable and valid data resources.

In addition, while selecting the participants the researcher would have to focus on selecting those people who are involved with the research issue. Random selection of participants would not be very much beneficial for the researcher. Moreover, both male and female participants should be provided equal respect and dignity (McNabb 2015). The researcher should not show their biased attitude towards gender while collection data and information regarding the research issue. Apart from data protection act the researcher would like to follow anti discrimination act, gender equality act and so on. Before collecting data the researcher would like to prove a consent form based on which the participants would be informed officially about the research issue.

A proper research plan provides detailed overview about the time schedule of entire research process based on which the study would be conducted.

Main activities/ stages	1st-2nd Week	3rd– 4th Week	5th– 6th Week	7th-8th Week	9th– 10th Week	11th– 12th Week
Topic Selection
Data collection from secondary sources
Framing layout of the research
Literature review
Formation of the research Plan
Selection of the Appropriate Research Techniques
Primary data collection
Analysis & Interpretation of Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work

Table 1: Overview of the research plan

(Source: As created by the author)

Conclusion:           

The entire research proposal has provided detailed overview on how customer service leaves major impact on customer satisfaction especially in the hospitality industry. Hospitality sector especially hotel operators have observed that customers in tourism sector are from different cultural backgrounds as well as attitudes. As a result, people have to face immense challenges while receiving services from the service providers. However, large numbers of researchers have raised their voice by highlighting the issue that customer service attracts the attention of customers more effectively. In this very specific study, the research has chosen a specific research issue based on particular business sector and nation.

The importance of quality of customer service and customer satisfaction is critically evaluated based on hospitality industry of Australia. Therefore, the researcher would like to choose quantitative research method for conducting an effective survey and get immediate feedback of the respondents. By involving 100 customers using services of hotel industries of Australia, the researcher would like to make 10 questionnaires. The question pattern that would be selected includes close ended. In order to conduct the entire process of business the researcher has to follow a proper ethics, culture and value. Moreover, both male and female participants should be provided equal respect and dignity. The researcher should not show their biased attitude towards gender while collection data and information regarding the research issue. However it is expected that the entire research outcome would be positive if the researcher can follow research method systematically.

Reference List:

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