3.16 ETHICAL CONSIDERATIONS:

3.16 ETHICAL CONSIDERATIONS:

It is necessary that Assignee will ensure to collect data with consent and to protect the confidentiality and also to use the data only on educational purpose.

It should be protected from any physical or emotional harm done to the participants.

The assignee will inform the participant about the purpose and take their consent for use this data for educational purpose. 

Assignee will omit the names if the questions are personal. 

3.17 Time Line

        Three Months.

3.15 Justification

3.15 Justification

The researcher making an attempt to understand, the influence between service quality and customer loyalty . this study collect facts and then study the link between these two facts. Therefore philosophy behind this research is positivm.   This study chosen to use “case study” mainly because of the time limitation of the study. Researcher could have use multiple case studies and compare to find better patens. Mainly Quantitative method was chosen over qualititative method to get a collective view from the answers in a short period of time. Qualitative could have used but it requires more time and in this case it will be much harder to collect responses from the guests with long in-depth interviews. Research choice was multiple method as the researcher try collecting relevant data how ever possible. Researcher used primary and secondary data. Secondary data was collected through books magazines, websites ,hotel registry etc Primary  data was collected through mainly by a questioner and some by observations.

Semi structured open ended questionnaires been used (appendix 01).The questioner consist of 4 parts.  

1.    Collect demographic facts  of the respondents.

2.    Collect expectation  and perception of the service.

3.    Collect customer satisfaction facts.

4.    Collect customer loyalty facts.

The answers were given using 5 scale likert rating system 5 for (Excellent) and 1 for (Poor) questioner was done refereeing to Zeithml et al ,1988 and only the other facilities being added extra refereeing few journals.

The reason for selecting an open ended questionnaire survey and the reasons for selecting it  is, it is the best and quick way of collect ample amount of data in a short time period.

Some of the advantages and disadvantages are as follows,

Random sampling method use according to the sample criteria and the targeted sample size was at least 50 customers from Cromwell crown hotel.

Both Microsoft Excel and SPSS software were used on findings to achieve the objectives. The correlation method was used to test hypothesis and liner regression used to understand  the concept  more deeply.

3.14 Data analyzing methods

3.14 Data analyzing methods

There are several data analyzing methods for quantitative and qualititative analysis.

The Microsoft excel,SPSS software and some other tools can be used to analyze the collected data and translate them to useful information .

 

3.14.1 Bivariate Correlation and Regression  

Bivariate correlation and regression are two methods used to estimates the amount of relationship between two quantitative variables.

3.14.1.1 Pearson Correlation

It is the most commonly used bivariate correlation technique. In this relationship between two variables are analyze without considering which is independent and which is dependent variable.  Eg:when one variable(x) increases the value , the other variable(Y) also result in increasing of the value. The significance can be used to identify the nature of the link between two variables (Figure 3.14.1.1 ) (r) is from -1 to +1.(Figure 3.14.1.1 ) Significant measurement

(Source : Dr.James Lani Blog.)

3.14.1.2 Liner regression 

This method finds the impact between a dependent variable and independent  variables. The below formula can be used and graph can be plotted accordingly ( Y = dependent variable=independent variable, b=constant  ,a= slope ).

                                   Y = ax+b

3.8 Data Collection Techniques

3.8 Data Collection Techniques

Among the data ,  there are  a few  data  collection techniques.(figure3.8.1) Researcher should decide  whether the data to be collected using a structured, semi structured or additional techniques.(figure3.8.2)

   Figure 3.8.1 Some of the data collection techniques and tools.

   (Source: idrc.ca)

Figure:3.8.2  Data Collection Techniques (Source: idrc.ca)

Example of open question is  “ Was the staff friendly and polite ?”

Example of a closed question is “ Was the staff friendly and polite  ?” {Rate from 1(Poor) to3( good)}

1.Poor     2.  Average      3. Good.

3.7 Types of data

3.7 Types of data

 There are  two main categories.

       ( source:http://www.blurtit.com)

3.7.1 Primary Data

One can use questionnaires, interviews, surveys, observations and focus groups according to the nature of the study to collect primary data. These are raw data yet to be convert in to information. (Jacobsen, D. 2002). Surveys are one of the widely used method and it also make use of the maximum data in the research (Crouch and Housden-2000). Saunders et al 2007 added that self completed questioners save lot of time if the sample size is large.

Ø      Observation Eg: Witness fact as its happening in real time.„

Ø      Personal interviews (one-on-one) This is to  collect in-depth information

Ø      Focus group  Eg:  Collect a group of people randomly and discuss the issue

Ø      Telephone interviews/surveys

Ø      Self-administered surveys

3.7.2 Secondary Data

 This  data   is the data readily available to use and can be collected from the related web  sites, articles, magazines etc. (Bryman-2007). There are two types of secondary data such as internal and external. Internal are the data collected from organisations own data and external secondary data are all other data relevant to subject or the organisation.

3.6.2.1Advantages in quantitative methods:

3.6.2.1Advantages in quantitative methods:

Ø  Research problems strait forward and set (Frankfort and nichmies and nichmies (1992)

Ø  Independent and dependant variables of the study are well defend and noticeable. Controlled observation techniques are used for data collection and therefore the trustworthiness is higher (balsley1970)

Ø  Biasness of the judgment is eliminated or limited

Ø  Other researchers can use the findings

3.6.2 Quantitative research

3.6.2 Quantitative research

According to King, Keohane and Vibar (1994) quantitative methods focus on the interpretation of research questions using numerology   and different types of statistic techniques and selected phenomena. This method tries hypothesis and comes to general conclusions.Taylor et al., 1995 p632 also describes data collected through questionnaires or structured interviews and this data  quantitative data is  in numerical form. According to him,a well presented  quantitative research is judge by dependability and validity of the method used  in the research.Teevan1995:161 was also agreed with idea. It deals with numbers and anything that is measurable, Other methods used will be  Statistics, tables and graphs.  to   present the results of these methods( Wikipedia.org) Glean and Pushkin (1992) pointed out the researchers get results from selected samples and applies them to whole population, therefore    it is vital to get carefully selected samples to use and also to avoid common errors in quantitative method.

 They include following methods ;

Ø  Structured Observation.

Ø  Interviews.

Ø  Questionnaires.

Ø  Surveys.

Mono method, multi method and mixed methods   are   three  choices a researcher  can follow as shown in the diagram.  Maxwell (2005), Mono method,  used in complex research subjects where the questions  cannot be answered by “yes” or ‘No” questions. Saunders et al,(2009) added that if a researcher use more than one data collection method, quantitative or qualititative it can be called as multi method.

 Mixed method  is when  researcher uses  without considering whether it is being quantitative or qualititative method. .(Saunders et al 2009,)

3.6 Methods of data collection

3.6 Methods of data collection

       There are two main methods for data collection .we find according to the classification.

3.6.1 Qualitative 

Interviews, focus groups are the methods used to discover thoughts, actions, and understanding etc. It  gives an opportunity to  the people who are participating ,express their feelings /opinion. (Smith 2004 p86-87) some widely used qualititative methods.

Ø  Observation

Ø  Interviews

Ø  Group discussion

Ø  Questionnaires

2.5 Case Study

2.5 Case Study

A view from ( Yin,2002) pointed out case study should be defined with in the real life context and basically about the incident which happen in real life context. Mainly there are two types of case studys ,single,and Multiple case studies are used in this method. The origin of case study can trace back to 1934. Concept establish after  the medicine phrase of “case study” .Barney and anselm  strauss were the first to present this method in social science. Case study research been widely used after 1967 and it is widely used for academic purposes. (wikipedia.com,2011).Yin 1993 specified that there are three types of case studies .

Source : Yin 1993

Figure 3.5.2 Component of case study

Source : Yin 1994

3.3.2 Inductive Approach

3.3.2 Inductive Approach

Reversing the steps followed by inductive research is the deductive  method.

It also called as “bottom up” approach. (rock climbing) it starts with observation to broader theories.

High degree of uncertainty is involved. (M.K. Trochiim,2006)   Qualititative research use this theory widely. It starts  with observations and then develop to an uncertain hypothesis and test these hypothesis.( Hesse-biber ,2005 ) After collection and analyzing the data this approach  develop this theory.( Saunders et al 2007)  It can be very useful for understanding a connection of individual towards an action.

Jary & jary (1991) think the skills of the  researcher who interview or observe while collecting the data, has an impact on qualititative method. Gratton & Jones (2004)  believes, the theory requires to develop from gathered data.

Figure 3.4.2.1 Source : Saunders et al ,(2007)

3.4.1 Dedutive approach

3.4.1 Dedutive approach

It is also known as “top down” approch. (water fall) Basically  it starts with finding a subject and a theories of the concerned subjec,then narrow  these theories to theories which are specifc and able to be tested.  (M..K.. Trochiim,, 2006)

Saunders et al (2007) also suggested this approch. Reyes(2004) ,brings out the idea of a deductive research as  an extention to  existing ideas about a  perticular subject. Gratton & Jones (2004) think it is the safest  way to conduct  a  research as it guarantees  a result.

Figure 3.4.1.1 Source : Saunders et al ,(2007)

3.4 Research Approach.

 3.4 Research Approach.

The earliest form of research approach is going back to the Greek philosophers according to the history. Epistemological orientation and ontological orientation were the two main approaches adopted . These theories were basically about theory development and knowledge building. In recent times the two main methods adopted were the Deductive and inductive methods . The foundation to these two new methods, Were the old Greek concept based on deductive reasoning.

3.3.2 Interpretivism

3.3.2 Interpretivism

In this understanding human perceptions is the primary goal of the research . It relies on idealism, which have the view that the world is a creation of mind and knowledge based on interpretation. Its tendency is to analyse the facts or issues. Some research methods , focus groups, interviews and qualitative data are used. (Mackenzie & Knipe, 2006)

3.3.1 Positivism

3.3.1Positivism

In this Knowledge is gained through Importance of an objective scientific method, and is more concentrated and through interpretation the knowledge is gained. Basis of this research is collecting of facts and then study the link between one set of factors to another. Mainly quantitative data is used for this approach. (Mackenzie & Knipe, 2006) Tests, experiments are the methods used in this research.etc.

3.3 Philosophy of research

3.3 Philosophy of research

To understand different philosophies of research is important  as it helps in taking important decisions regarding the research design. Eg : what to be collected?, how to be collected? Where to be collected ? Webster (1985) pointed out researching as to search or explore thoroughly.  It can be cautious or attentive search,  an examination or a studious inquiry and the facts to be interpreted, by using preciously accepted  theories in new circumstances or  applying them in practice and revise them.Saunders et al .(2009) recognizes  the best  philosophies for an academic research  are interpretivism   ,realism and Positivism.

Smircich and Morgan (1980) debate that the actual appropriateness for a social research method  should be originated  according to the nature of the social incidents .we find  two basic  methodological  approaches , namely

1)                Positivism

2)                Interpretivism

3.2 Research design

3.2 Research design

A research design has identifies as  “detailed blueprint used to guide a research study toward its objectives” (Aaker, Kumar and Day, 2003).  This help to keep the study together and using different methods it also follow the path to answer the essential research questions (Social research methods, 2006) . when designing the researcher should carefully looks at the pros n cons of each and chose what is appropriate for this special purpose. (Aaker, Kumar and Day, 2003).

3.Research Methodology

Chapter 3       

 Research   Methodology              

3.1Introduction

The methodological approach to this research is highlighted   in this chapter and  among the  factors   described ; Philosophy, data collection methods, strategy choice, time horizon, sampling technique used  by the researcher according to the  guidance framework,( Figure 3.1) which is developed by Saunders et al.,(2007). Methodology is one of the most important parts of a research

Therefore, it has to be well designed ( Reeves 2005, p.97). Research purpose gives the clear idea of the research. It should be explained properly and specifically to get the correct idea of the research. The objectives show the direction for the research and it always guide the researcher to investigate what is relevant to the purpose. (Saunders, 2003).There are different kinds of research methods and the researcher should use the appropriate methods to solve the problem of the research. Saunders et al (2009) pointed out that it should not only achieve the purpose of the research but also give the absolute answer to the research questions.

 Methodology is helping with the purpose and also engage in the analytical part of the research .That explains why methodology is important in any research. Various   kinds of methodologies are needed for different types of research studies such as   primary research, secondary research and theoretical based dissertations.  Hussey and Hussey pointed out research methods is a selected frame work which gives the guidance to the researchers to achieve the final conclusions. The main object of this section is to discuss and justify the methodology used in this study.

Figure 3.1.1 source: The research Onion ( saunders,Lewis & Thornhill(2007)

2.6 Service Quality maintain procedures at X hotel

2.6 Service Quality maintain procedures at X hotel

According to the internal records and their web site as well as from the other website which they interact on commercial basis; following can be identified as their key service quality  maintain procedures taken by X hotel. Record shows that the check in starts from 2 pm and check out times is at 10 AM, breakfast is complementary, conditions of the hotel, other  facilities Such as wifi, also some norm should be followed by both front line and other staff.

figure 2.6.1 (Source :venere.com)It has been listed and mentioned in venere.com  that the hotel has multi-lingual staff,24 hours reception, they also provide other facilities. www.Priceline. Co.uk has the same images with a list of services they provide such as newspapers, non smoking rooms, fax ,photocopy facilities, luggage store facilities etc.

Figure : 2.6.2 (source: X hotel.co.uk)

“The X Hotel London is professionally managed to cater to your business or leisure needs and tailored to meet your requirements.”(zoover.com), but many websites and reviews brings a different view point on hotels service quality maintain procedures. Some of them are as follows,

Figure 2.6.3. source www.travelbuddy.com 

One of the customers argue that the room was different to what it shows on their web site.

According to “tripadvisor.com“ which lines up hotels from all over the world (1060 from London) ,has 1174/221 bad or terrible guest comments over the years.

It happened to appear in the Sunday times,( March 2009 )“ Worst hotel in London? The X ,”

 On the same day (March 2009) telegraph put down the list of worst hotels in UK and X hotel manage to be ranked 01. “The worst 10 hotels are: 1.X hotel , (telegraph.co.uk)”

“30 Jan 2011 4 hotels in London made the top 10 of Europe worst hotels; the X, the Corbigoe Hotel, Park Hotel and Blair Victoria and Tudor Inn Hotel. (europeholidaytips.co.uk)

“The X is Officially The Worst Hotel in Britain

|(hotelchatter.com,2009)

“Tim Dowling: The day I checked in to the 'worst hotel in Britain ...

4 Mar 2009 ... Nothing prepares you for a stay at the X hotel like a quick ... the hotel, in Earls Court, London, as the worst in Britain, ...
(guardian.co.uk,2009)“

“After the x hotel  topped last year's UK list it was visited by a reviewer from the Times, who concluded that it wasn't just the worst hotel in Britain but possibly "the worst hotel in the world".

(hotels.thaivisa.com,2010)