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Marketing research - Essay Example

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Topic: What are the impacts of service recovery on customer satisfaction and loyalty in the hotel industry? Executive Summary The purpose of this report is to analyze relationship between effectiveness of service recovery (as determined by the time needed to restore the service and the quality of the restored service) and customer satisfaction and retention…
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Download file to see previous pages Table of Contents 1. Introduction --------------------------------------------------------4 1.1 Research Questions--------------------------------------------4 1.2 Research Aim---------------------------------------------------4 1.3 Research Objectives -------------------------------------------4 1.4 Research Hypothesis------------------------------------------5 2. Literature Review--------------------------------------------------------6 2.1 Service Recovery -----------------------------------------------6 2.2 Customer satisfaction-------------------------------------------7 2.3 Customer loyalty------------------------------------------------7 2.4 Service Recovery, Customer Satisfaction and Customer Retention 3. Research Methodology ----------------------------------------------------9 3.1 Research Approach ----------------------------------------------9 3.2 Research Methods------------------------------------------------9 3.3 Research Design---------------------------------------------------9 3.4 Ethical considerations--------------------------------------------11 4. Findings and Analysis ---------------------------------------------------12 5. Conclusion and Recommendations------------------------------------17 6. ...
----------------- Table 1: Time of recovery and customer satisfaction and customer retention----13 Table 2: Quality of recovery and customer satisfaction and customer retention--14 Table 3: Type of service failure and customer satisfaction -------------------15 Table 4: type of service failure and customer retention------------------------15 List of Appendices Appendix A: Research Questionnaire--------------------------------------------------19 Appendix B: Findings from SPSS-----------------------------------------------------------------------21 Appendix C: Correlations from SPSS-------------------------------------------------23 References------------------------------------------------------------------------------------------------24 1. Introduction This report aims to evaluate the impacts of service recovery on customer satisfaction and loyalty in the hotel industry in the UK. Efficient and quick service recovery has been found to have a positive impact on customer loyalty and satisfaction in several researches (Bowen and Chen, 2001). However, it has also been found that service recovery’s impact is mediated by several factors like the type of industry, and the type of service failure that may have occurred (Matos, Henrique and Rossi, 2007). The current research aims to understand how service recovery impacts the customer loyalty and satisfaction in the hotel industry, which is predominantly a service intensive industry. The following research questions are used to guide the research: 1.1 Research Questions 1. How does service recovery enhance customer satisfaction in the hotel industry? 2. How does service recovery enhance customer loyalty in the hotel industry? 3. What is the relationship between the impacts of service recovery and the type of service ...Download file to see next pagesRead More
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