Effect of perceived service quality on customer loyalty: An empirical investigation into Chinese three-star vs five star hotels. (This topic to be selected for minimum 10,000 for above words thesis due to comparison)

Overview

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.

Research method

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".

Target population and sample

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.

Research instrument

A close-ended, structured questionnaire with Likert agreement scale. SERVEQUAL scale used to develop the instrument.

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