The unique aspect of this research is that a comparative study based on stars will be conducted, which up to researcher’s knowledge has not been done before in Chinese context. The research purpose is to measure the effect of perceived service quality dimensions on the loyalty of Chinese hotel customers. Perceived service quality will be measured across tangibility, reliability, assurance, empathy and responsiveness.
Within the primary research method and quantitative research choice, cross-sectional, the causal research design is selected. The deductive approach will be used, and five testable hypotheses (for each service quality dimension) will be formed. The additional hypothesis will be added as the "effect of perceived service quality on customer loyalty differs across three star and five star hotels".
Chinese customers that previously availed services of three or five star hotels located in the city centre, Beijing. Stratified sampling technique will be adopted where the population will be divided into two groups- 3-star customers and 5-star customers. 100 responses from 3-star and 100 responses from 5-star will be generated, and the total sample size will be 200.
A close-ended, structured questionnaire with Likert agreement scale. SERVEQUAL scale used to develop the instrument.Order this dissertation