Introduction To Qualitative Research Methods – Strategies For Customer Satisfaction In The Hotel Industry

Problem statement

Discuss About The Introduction To Qualitative Research Methods.

This research emphasizes on identifying the methods and techniques used by the hotels to ensure customer satisfaction. The increased number of hotels has given rise to tough and fierce competition in the market. The existing customer base of the hotels highlights the customer satisfaction and customer loyalty. In order to sustain in the competitive market, the hotels need to aim towards satisfying the customers. As commented by Hill and Alexander (2017), the customers tend to return to the same hotel if they are satisfied with the service provided to them. In addition to, satisfied customers spread positive word of mouth about the hotel that attracts more customers. According to Hill and Brierley (2017), customer satisfaction is one of the key performance indicators that need to be achieved by the hotels for meeting the demands of the customers. Hilton hotel is one of the major players in the hospitality industry that needs to improve their position in the market. This can be achieved by Hilton Hotel by maintaining a positive brand image by satisfying the customers.

The problem statement of this research is “How hotels focus on customer satisfaction.”

As mentioned, the hospitality industry has become highly competitive and fierce due to the increased number of hotels. The Australian tourism has gained popularity since the government is taking required initiatives for attracting tourists for the economic development (Saeidi  et al. 2015). In order to accommodate the increased tourists and fulfill their demands, the hotel industry of Australia has become highly competitive. The hotels are facing issues in ensuring customer satisfaction. As commented by Oral and Kara (2014), the tourists visit a place with extremely high expectation that they are unable to receive anywhere else. Comparing the present hotel industry of Australia, hotels are facing problems in ensuring customer satisfaction due to which the customer loyalty in Australia is compromised. As the hotel industry of Australia is also facing issues in ensuring customer satisfaction, Hilton Hotel is also failing to meet up with the demand of fulfilling the demands of the tourists during peak season.

The objectives of the research are:

• To understand how customer satisfaction in a hotel is contributing towards maintaining the loyalty within customers in Australia
• To identify the demands and requirements of tourists for business and recreational purpose
• To investigate methods adopted by Hilton Hotel for meeting the demands of the customers during the peak season
• To provide suitable recommendations for retaining the customers despite the intense competition in the hospitality industry by Hilton

Both inductive and deductive approach has been widely used by the researchers while carrying out research. In the case of an inductive approach, the researcher formulates new theories and concepts based on the observation that has been made in the research (Panneerselvam 2014). However, on the contrary, in the case of a deductive approach, the researcher refers to the existing theories, concepts and pieces of literature for supporting the observations that have been made in the research (Ledford and Gast 2018).

Research objectives

In this case, the researcher will be using deductive approach. This is because the use of deductive approach will allow the researcher to refer to already existing pieces of literature, theories and concepts of customer satisfaction. This will also allow the researcher to find various factors that affect customer satisfaction and justify own findings of the research. As a result, the researcher will be able to focus on proving the research aim and solving the issue in terms of customer satisfaction in hotels.

Both primary and secondary methods are frequently used for collecting data while gathering data and information for the successful completion of the research. Secondary data collection method highlights the collection of data from secondary resources such as journals, articles, books and other internet facilities (Mackey and Gass 2015). On the other hand, primary data collection method highlights the collection method from a particular population thereby, collecting raw and latest data (Lewis 2015).

In the case of this research, the researcher will use primary data collection technique. The use of primary data collection technique will allow the researcher to collect data from a large population, that is, the existing customers of Hilton Hotel in Australia, out of which the researcher can select a particular number of respondents. This will allow the researcher to gather large data sets and consider the raw and recent information in terms of customer satisfaction in hotels.

Out of the various survey techniques, Google Form and Qualitrics survey are highly used. In this case, the researcher has used Qualitrics survey. Qualitrics is subscription software for gathering and analyzing the data for market research, customer satisfaction, and loyalty. The use of Qualitrics survey is justified, as this method helps in collecting and analyzing data in terms of customer satisfaction and loyalty. Close-ended Qualitrics survey has been used, as this saved time and allowed gathering large data sets which would have been not possible if open-ended questions were used.

Survey questionnaire Demographic questions 1) What is your gender specification? Male Female 2) What is your monthly income? AUD 22,000 – AUD 28,000 AUD 29,000 – AUD 35,000 AUD 36,000 – AUD 42,000 AUD 43,000 and above Objective questions 1) Have you visited Hilton Hotel before Yes No Maybe 2) Are you satisfied with the behavior of the employees of Hilton Hotel? Yes No Maybe 3) Are you satisfied with how the staffs handled your query? Yes No Maybe   4) Did the employees of the hotel showed professionalism? Yes No Maybe 5) Was the stay at our affordable? Yes No Maybe 6) Would you recommend others to stay at our hotel? Yes No Maybe

 Out of the different types of sampling techniques that are used while doing a research is random probability and non-probability sampling techniques are widely used. In the case of random probability sampling technique, the researcher provides equal chances to all the individuals in the population to be a part of the survey (Flick 2015). In the case of non-probability sampling technique, the researcher selects the samples by judging their suitability.

In the case of this research, the researcher will use random probability sampling technique. The use of this sampling technique will help the researcher to consider the customers of Hilton Hotel of Australia. As a result, the researcher will be able to select a large population thereby, gathering large data sets. All the customers of Hilton Hotel will have equal chances of participating in the data collection process. Out of the entire customer population of Hilton Hotel, the researcher will select the specific number of respondents for data analysis.

Research design

Both qualitative and quantitative data analysis techniques are widely used by the researchers while conducting the research. Qualitative data analysis technique emphasizes on maintaining the quality of the data and describes the collected data in further details (Neuman 2013). On the other hand, quantitative data analysis technique highlights the use of numbers for analyzing the collected data and is presented by using graphs and charts (Taylor, Bogdan and DeVault 2015).

In the case of this research, the researcher will use quantitative data analysis technique. This is because the data collected through survey can be analyzed best by using quantitative data analysis technique. In addition to, the use of quantitative data analysis technique will allow the researcher to interpret the opinion and viewpoint of the customers of Hilton Hotel by using numbers, that is, percentages and averages. The quantitative data analysis technique can be expressed by using bar charts, graphs as well as statistical tools such as SPSS.

According to the research proposal that has been developed, it can be said that research ethics need to be followed strictly. According to the developed research proposal, maintaining data confidentiality is one of the major research ethics that has to be followed (Cacciattolo 2015). The researcher needs to ensure that the data collected along with the identity of the respondents are kept confidential. The researcher is strictly prohibited to disclose the data without the consent of the participants. The respondents of the survey have to participate willingly. Thus, it can be said that forceful participation of the respondents is also against the research ethics that has to be followed. One of the best ways of ensuring willing participation of the respondents is signing the consent forms by them. Other research ethics that the researcher has to follow according to the developed proposal are collecting information from authentic sources, no data manipulation and use of information only for academic purposes.  

Conclusion

In this research report, it can be concluded that the researcher has developed the research objectives in accordance with the research problem that has been prevalent in the hotel industry of Australia. The researcher has mentioned the different methodological tools that can be used while conducting the research out of which the researcher has justified the selection of particular research methods. Based on the problem statement and the research objectives, the researcher has selected particular research designs, data collection methods, Qualtrics survey, sample selection, data analysis techniques and the ethical considerations.

References

Cacciattolo, M., 2015. Ethical considerations in research. In The Praxis of English Language Teaching and Learning (PELT) (pp. 61-79). SensePublishers, Rotterdam.

Flick, U., 2015. Introducing research methodology: A beginner’s guide to doing a research project. Sage.

Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty measurement. Routledge.

Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.

Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special education and behavioral sciences. Routledge.

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

Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.

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

Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), pp.118-129.

Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..

Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), pp.341-350.

Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.