Reasons for Low Customer Satisfaction rate of VR Hotels Auckland

Question: Discuss about the Research Proposal for investigating the reasons for Low Customer Satisfaction rate of VR Hotels, Auckland. Answer: Introduction and Background High rate of customer satisfaction is one of the major criteria for measuring the service quality that are provided by the hospitality industry including the hotel and restaurants. It is the duty of thehotel managements to ensure that high rate of customer happiness is being obtained in order to maintain the reputation. According to Gu, and Ye (2014), high level of customer satisfaction can help in the process of dealing with improving the level of customer loyalty. The current research work is aimed to explore the rate of customer satisfaction in the VR hotels of Auckland. VR group of hotels is one of the leading in its domain in the market of New Zealand. The hotel has more than 1000 rooms and they are based upon the contemporary lifestyle of the people of New Zealand. With the help of the effective knowledge building capacity the hotel,management has able to deliver the best forms of service. The current research work, the investigators will collect relevant data related to the customer service quality and aim to highlight upon the issues that are currently encountered by the organization. Proper research methods will be used in order to ensure best quality of result can be obtained. The research will therefore aim to address the questions that are framed from the relevant literature of the research issues. Research Aim: The aim of the research is to investigate upon the factors of customer satisfaction that can be applied by the VR hotel that will help them to improve upon their service. Research Objective To evaluate the existing rate of customer satisfaction for the VR hotels. To identify the issues within the VR hotels those have compromised upon the rate of customer satisfaction. To recommend strategies that can be implemented by the VR hotels to improve upon the existing customer care quality. Literature Review and Research Questions The research paper of Pizam et al., (2016), have mentioned about the fact that the hotel industry in the current days are aiming to provide with the best of quality of service in order to fulfill the demand of the customers of the industry. The fast growing volume of the current days of the hotel industry is one of the major issues that are encountered as in many occasions; it is not possible to improve the level of efficiency of the service. Moreover, with the high level of competition that has resulted to the increased demand has significant impact on the quality of service that is being provided by the hotels. One of the major issues that have been highlighted by N. Torres and Kline (2013), is that most of the hotels in order to gain the competitive advantage are aiming to offer their service to the customers at much lower rate. This comprises the quality of service that is provided by the hotels. As most of the hotels are only focusing upon the net profitability, it is not possible for them to improve upon the net quality of the service that is provided by the hotels. Li et al., (2013), have mentioned about the fact that there is a strong relationship between the qualities of service that are being provided along with the level of customer loyalty that are being shown by the customers. This is essential due to the fact that they help to improve the brand values of the hotel industry. Research Questions How to evaluate the rate of customer satisfaction of the VR hotel based on the quality of service? What are challenges that are encountered by theVR hotel management while improving the level of customer service? What are the ways that can be implemented by the VR hotel that can help to improve the rate of customer satisfaction? Research Methodology Research Design There are three types of design that are used in research methodology which includes descriptive, Exploratory and hypothesis (Smith, 2015). The current research work will focus upon descriptive Research Design, where the investigators focuses upon describing the data that are been collected. In the given case, the researchers need to describe all the data related to customer satisfaction of the VR hotel that can help them in the process of improving the rate of customer satisfaction. Data Collection Process There are two kinds of data that originally collected by the researchers. This includes primary data, which are collected from primary sources including survey and review of the sample size of research. On the other hand secondary data are being collected from the relevant journals that are related to previous research work in the domain of current research issue (Liamputtong, 2013). In the given research work, the investigators will collect data from the survey of the customer who are visiting VR hotel. 100 customers of the hotel will be chosen as the sample size of the research work. These customers will be selected on random basis, who visits the VR hotel in different time period throughout the year. The researchers will also conduct interview of 5 manages of the hotel to get idea about the future planning of the hotel that are aimed to improve the customer service quality. Data Analysis Both qualitative and quantitative form of data analysis will be applied by the investigators in order to analyze the collected data from the survey and interview. This will help to ensure that most of the collected data are being analyzed properly using the thematic and statistical tools. Hence, this will increase the reliability of the research result. Ethics and Limitations It is important for the researchers to follow the ethical issues, which will ensure that there are no unfair practices implemented in the investigation work. The major ethical concern for the researchers is due to the fact that they might not get proper permission from thehotel management in order to conduct the investigation work as there a risk of violation of publishing classified data of the hotel into public domain. The ethical issue is the major limitation of the research work. Another major limitation is due to the fact that researchers might not get enough time to collect data from the entire sample size that has been selected for the research. References: Gu, B., Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582. Li, H., Ye, Q., Law, R. (2013). Determinants of customer satisfaction in the hotel industry: an application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802. Liamputtong, P. (2013). Qualitative research methods. Torres, E., Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), 642-659. Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2-35. Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.