Quality of Service and Measurement of Service Quality in Hospitality Industry (Case Study of Marriot Karachi)

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

This dissertation follows the method of both primary and secondary collection of data. A number of sources have been utilized for the sake of data extraction like books, internet publications, journals, articles, surveys, interviews and questionnaire. This has been done to figure out the challenges faced by the service quality in Hospitality Industry, evaluate the level of service quality and customer satisfaction in Hospitality Industry and determine the factors that have been contributing towards customer satisfaction at Marriot Hotel. Questionnaires were distributed to 100 participants who were chosen with the help of convenience sampling. It has been found from the results of the questionnaire analysis that the customers are satisfied with the quality of services offered and delivered at Marriot Karachi. The main factors that have been found to be contributing to the successful delivery of service along with the best possible quality are tangibles aspects as well as intangible aspects. The perception and word of mouth regarding Marriot Karachi has significantly been contributing to the popularity of the quality of services delivered to the customers and attracting the new customers is becoming easier. In the end, this thesis recommends marketers to close the gap in three major approaches as follows: (a) try to decrease the discrepancy advantage of the top brand; (b) enhance the brand differentiation; or (c) stimulate spurious loyalty from customers.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 03: METHODOLOGY1

Restating Aims and Objectives1

Restating Research Questions1

Research Design1

Mixed Research4

Classification of Research Methods4

Mixed Method Studies5

Steps in Mixed Methodology5

Search Technique6

Literature Search6

Selected Data Collection Method and Data Type8

Data Collection8

Role of the Researcher8

Researcher Bias9

Sample9

Research Participants10

Strength and Weakness of the Mixed Research10

Strengths10

Weaknesses11

Quality and Verification11

Justification of Using the Given Method12

Reliability/Dependability13

Validity14

Limitations16

Ethical Considerations17

Time Plan18

CHAPTER 04: DISCUSSION AND ANALYSIS19

Questionnaire Analysis19

Results29

Findings in Tabular Format29

Service Quality in Hotel Industry30

Tangible Aspects (Physical Environment)30

Service Quality Study in the Hospitality Industry33

Tangibles in Hospitality Industry36

Service Quality in Hotel Industry37

Tangibles in the Hotel Industry39

Perceived Service Quality40

Customer Loyalty40

Service Quality42

The Hotel Industry45

CHAPTER 5: CONCLUSION50

The Challenge with Service Quality in Hospitality50

Service Quality and Satisfaction in Hospitality52

Conceptual Framework of the Study54

Discussion and Implications of the Study55

Future Research59

Academic Implications62

Practitioner Implications65

Summary of the Contributions67

Conclusion68

REFERENCES71

APPENDIX80



CHAPTER 03: METHODOLOGY

Restating Aims and Objectives

The research focuses at accomplishing the following aims and ...