Impact of Service Quality on the Sales of Ritz Carlton

Research Project on Ritz Carlton

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INTRODUCTION

This report is divided into three parts where in the first part a detailed outline of the project is prepared. Here with an aim to carry out this report an appropriate title is selected which is named as Impact of service quality on the sales of Ritz Carlton. Hotel is facing some kind of service quality related issue and it is the reason why hotel is selected for the purpose to carry out this research. In addition to this, as per the selected problem under study an appropriate aims and objectives of the report are prepared (Castelli, 2008). On the other hand, in the first part of report a brief introduction regarding the methodology and its various assessed technique such as research design, data collection and data analysis will be given. Finally it is disclosed with an appropriate conclusion. In addition to this, second part of the report showcases the evidence of conducting the research along with an interpretation of the study. Finally, in the last part presentation will be prepared where findings and recommendation of the whole project is detailed (Crowther and Lancaster, 2012).

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TASK 1

1.1 Title of the research

“Impact of service quality on the sales of Ritz Carlton”

1.2 Background of research

This study is related to the topic such as impact of service quality on the sales of hotel named as Ritz Carlton. Service quality depicts about the dimension that help corporation in a way to distinctly identify itself with that of its competitors. It has its significance in hotel industry and for the selected hotel such as Ritz Carlton (Divett, Crittenden and Henderson, 2003). In this respect, with an aim to mark an effective presence in hotel industry it is very important for an organization to direct their efforts in terms of maintaining the quality of services in an effective way. This is because by complying with this aspect sales of an organization can be increased. In addition to this, by improving the quality of services distinct brand image can be created by hotel with that of its customers. It also enables them to attract large numbers of customers towards the hotel which ultimately results in increased sales for the hotel. In addition to this service quality has its importance because it plays the role of dimension on the basis of which buyer selection relies (Bruno, 2013).

On the basis of analysis it is assessed that Ritz Carlton which is one of the famous luxurious hotel is facing the problem in relation to the decreasing sales or operation (Ritz Carlton. 2014). However, by performing the thorough analysis, management of hotel has analyzed that sales on an organization is decreasing because of the presence of poor quality services. It is because of this lack of satisfaction is assessed in the customers of Ritz Carlton. In this respect, there are numerous quality services issues identified that are hindering the performance of hotel in a negative way. It comprises of following such as inadequate housekeeping facilities, lack of proper services is found out on account of delivering bags to the room of customers, some of the customers has complained about bedbugs and lack of concern towards customer need and preference (Johnson and Gustafsson, 2010). It is because of the presence of these issues only performance and sales of Ritz Carlton hotel is affecting in a negative way. However, these all things can be removed by the management of hotel by directing their efforts towards improving the quality of services. This report basically showcases the importance of maintaining quality of services in hotel along with its contribution in increasing the sales of an organization (Hensley and Sulek, 2007).

1.3 Aims and objectives

Aim “The main of this study is to analyze the impact of service quality on the sales of Ritz Carlton”.
Objective of the study
The objectives for the present study are enumerated as below:
To analyze the dimensions of service quality followed by Ritz Carlton (Jones, 2008).
To identify that ways through which quality of services at Ritz Carlton can be improved.
To identify the importance of improving the quality of services in hotel.

1.4 Design/ Methodology

Research methodology provides the way through which researchers are able to analyze the data which they have applied in the field of study. On the other hand, with the help of research methodology an appropriate data collected by scholars which enables them to make suitable and adequate decision (Khan, 2011). In addition to this, it also assist researcher in terms of solving their queries in an effective way which is usually occurs during the process of carrying out research on specific topic. By using this theoretical presentation of whole study can be formed which tends to enable researchers in a way to carry out their work with utmost effectiveness and efficiency. The aspect relating to the research methodology relies on this process. Here in the first step an analysis of the area of study is done and on the basis of which an appropriate hypothesis is formed (Kothari, 2004). After this in the next step importance of the assessed problem is analyzed and on the basis of which scope of the study, data collection method, data analysis technique is being analyzed. Finally interpretation of whole research work will be given by researchers. In this respect, there are various points covered under this which are enumerated as below:
Research design: Research design is the systematic way through assessed scientific problem are analyzed. By using this approach blue print of entire research can be prepared by scholars which showcases them a way through work of the study can be done (Kuada, 2012). The importance in relation to the research design occurs when scholars has to perform their work within a given specified time limit. On the other hand with the help of it detailed outline for whole research work can be prepared. Research design comprises of several types such as descriptive, correlation, semi-experimental, experimental, review and meta-analytic etc. For the purpose of identifying the problem under study such as analyzing the impact of service quality on the sales of Ritz Carlton a descriptive research design will be used (Castelli, 2008). Descriptive research design is used when researcher collect data without forming any kind of alteration in the environment or current status of the population. Here researcher will basically observe the service quality activity prevailing in Ritz Carlton. With this it can be in the descriptive research design the work of observation in relation to the research subject is compiled by the scholars (Definition of Research, 2013).

Data collection: It is the way through which researcher are able to collect information with respect to their research work. It has its significant importance in the process of methodology. This is due to the fact that, by using data collection technique researchers are able to evaluate the identified problem under study in an effective way (Crowther and Lancaster, 2012). On the other hand with the help of it an appropriate direction can be provided to the work of researcher. But while complying with the activity relating to the data collection it is important for the researcher to collect the data from an appropriate source. However if this will not being done then there are numerous consequences are required to be faced by scholars. It comprises of lack in answering research question along with lack in drawing an effective conclusion to the assessed problem. With this regard their two basic sources data collection identified such as primary and secondary (Daniel and Sam, 2011). With an aim to collect data of problem under study such as analyzing the impact of service quality on the sales of Ritz Carlton secondary sources of data collection will be used. Here, secondary source of information will be obtained by using the tool like books, journals, annual report of Ritz Carlton and online articles etc.

Data analysis: It is the way through which collected data is to be transformed into useful information. This enables scholars in a manner to make effective decision in relation to the problem under study (Bhattacharyya, 2009). On the other hand with the help of it macro picture of the study can be break into macro one. With an aim to analyze the data of the problem relating to analyzing the impact of service quality on the sales of Ritz Carlton both techniques of data analysis will be used such as quantitative and qualitative. Here quantitative data will be analyzed by using the sources like MS excel and SPSS. In the similar way the technique like thematic analysis will be used with an aim assess the qualitative approach to the problem. Here basically themes are prepared with an aim to carry out the work of research in an effective way.

1.5 Plan of Implementation

The plan relating to the implementation of research proposal will be prepared by using the technique like Gantt chart. It is the tool which showcases the list of activities along with an appropriate time scale (Lewis, Pun and Lalla, 2004). By using this technique direction can be provided to the scholars that enable them to carry out their research work within a given specified time limit. In addition to this, Gantt chart can also be used for tracking the project schedules. On the other hand with the help of it an effective presentation for whole the activities carried out in whole report can be prepared.

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CONCLUSION

Attributing all the facts from the report it can be concluded that, the aspect relating to the success of the research is largely depends on the aims and objectives as prepared by the scholars. This is because with the help of these framed objectives an effective direction can be provided with respect to the process of research. In addition to this, the tools and techniques, methods along with the approaches which are identified for the purpose to carry out this report were quite effective and suitable. On the other hand, authenticated sources are used with an aim to assessable data in relation to the problem under study named as analyzing the impact of service quality on the sales of Ritz Carlton. Here both source of data collection method such as primary and secondary are used which validate the work of research in an effective way. Thus it can be said that by considering all these aspects in an efficient way a direction can be provided to the management of Ritz Carlton in terms of solving the quality services related issue. This will ultimately leads corporation in terms of increased profits and sales.

TASK 2

2.1Effceint use of resources to the research question

With an aim to formulate the research question under study named as analyzing the impact of service quality on the sales of Ritz Carlton an efficient use of resources are done. Here various kinds of secondary sources of data collection techniques are used for the purpose assess the quality related problem as faced by Ritz Carlton that is affecting its sales in a negative way (Johnson and Gustafsson, 2010). It comprises of following such as books, journals and online articles. Here efforts are made by researches in terms of directing the selection of those books that clearly explains the importance of the maintaining the quality of services for hotel. In the similar way, an efficient use of finance on account of data collection for the problem under study is also being done (Castelli, 2008). In addition to this, various software are efficiently used for the purpose of compiling of data. It includes following such as MS office, MS excel and MS PowerPoint

2.2 Evidence regarding proposed research investigation

There are various kinds of secondary sources used with an aim to carry out research with respect to the topic under study named as analyzing the impact of service quality on the sales of Ritz Carlton (Fiegen, 2010). With an aim to enhance my knowledge regarding the concept relating to the service quality in hotel numerous pdf are preferred. Here pdf named as “Improvement of Hotel Service Quality: An Empirical Research in Pakistan” is used with an aim to improve the knowledge regarding the importance of service quality for the hotel. This study is done by done by two authors where they have identified five basic dimensions of service quality named as tangible, reliability, responsiveness, assurance and empathy etc. This journal has shows that how an organization can improve its sales by directing changes in their existing service quality dimensions (Jackson, 2010). In addition to this, I have also assessed importance of services quality dimensions for hotel. For this, I have referred the pdf which is named as “Relative importance of service quality dimensions: a multi sectoral study”. On the other hand official website of Ritz Carlton is used with an aim to assessable data and information for the hotel.

2.3 Recording and collecting data evidence

The work of the researcher cannot be accomplished if they will not direct their efforts in terms of making the selection of information from an authenticated source. Here basically secondary source of data collection technique is used with an aim to assemble data for the topic such as analyzing the impact of service quality on the sales of Ritz Carlton (Khan, 2011). It comprises of books, journals and online articles etc. In addition to this, various books are also referred from library collection. On the other hand some information regarding the service quality of Ritz Carlton hotel is also being assembled by me by seeking the suggestion from the hotel staff members and supervisors etc. Further with this, recoding in relation to the collected data is done by using various kinds of Microsoft office sources. In addition to this, various voice recording tools are also used with an aim to maintain the record of data collected (Kothari, 2004).

2.4 Evidence of evaluation of the research

Validity and reliability of the methods used by researcher for the purpose to collect data for their study plays very crucial role. This is because it is through this way only an effective conclusion can be drawn by the scholars. For the purpose to maintain this aspect, the data from both primary and secondary sources are being collected from the valid sources such as copyright articles.

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Besides this there are several benefits of the technique identified which is being used by researcher in research process. With the help of secondary data view points of other scholars have been analyzed. This has helped researcher in terms of drawing an effective conclusion for the study. In addition to this, with the help of primary data original work with respect to the given study can be carried out by the scholars. However for the purpose to analyze both the approach the technique like thematic analysis is being used by the scholars. With the help of thematic analysis various themes can be prepared which tends to help researchers in a way to carry out their work of research as per the original research specification.

There is one basic difficulty being faced by researcher while collecting the data from primary sources. For researcher it was difficult to influence the respondents that their personal information would not be disclosed and used by the scholars for any other mean.

2.5 Interpretation and analysis of results in terms of original research specification

The results for the study on impact of service quality on the sales of Ritz Carlton are being evaluated. From the analysis it has been found out that most of the respondents have stated that training and development program is being considered as the most effective way which helps in improving the service quality of hotel in an effective way (McLaughlin, Johnson and Sollecito, 2011).. They have responded in such a way because they considered that with the help of training improvement in the skills of employees will be carried out which leads to them in terms of delivering an effective services to the customers in an effective way. In addition to this, from the analysis it has also being identified that for some employees an effective environment of working can be considered as one of the way with the help of which service quality at hotel can be improved. Further with this, from the analysis it has been found out that it is important for the hotel that is to improve the quality of services. This is because it is through this way only improvement in the sales and profitability related condition being carried out by them.

2.6 Recommendation

There are numerous suggestions are recommended that can help the management of Ritz Carlton in a way to improve their sales in an effective way. On the basis of analysis of Ritz Carlton hotel it has been assessed that hotel is facing issue in delivering quality of services to the customers (McLaughlin and Kaluzny, 2006). It is because of it sales and performance of an organization is hindering in the negative way. With an aim to remove this problem from the hotel it is to be recommended that the management of hotel has to direct their efforts in terms of providing customer relationships related training to their employees. This type of training must be provided in the hotel on regular basis so that skills of an employees can be improved which tends to enable them to deliver best services to their customers in an effective way (Mok, Sparks and Kadampully, 2013). In addition to this, it has been also analyzed that many of the customers in hotel are complaining about bugs in their bad. For the big hotel like Ritz Carlton this thing is the matter of concern can affect the brand and image of the hotel in negative way. However, this particular identified issue can be solved out by the management of hotel by forming pest control department in hotel itself. Overall it can be said that by complying with all these identified recommendation to the problem issues of Ritz Carlton relating to the decreed sales and performance of company can be solved out in an effective way (Brønn, 2012).

2.7 Areas for the further research

There are several areas identified where researcher can direct further research. Here in this study the service quality impact is assessed on one aspect that is on the sales of an enterprise. But, researchers have not identified the service quality impact on the satisfaction of the customer. This seems to provide an opportunity for the further research to the scholars (Kuada, 2012). In addition to this, for the purpose of carrying out this report one specific hotel is selected named as Ritz Carlton. However, if whole hotel industry will be used for this purpose then the results might get deferred (Kumar, 2010).

REFERENCES

  • Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
  • Brønn, S. P., 2012. Adapting the PZB service quality model to reputation risk analysis and the implications for CSR communication. Journal of Communication Management.
  • Bruno, T. C., 2013. Assess, enhance, repeat: fostering a culture of continuous improvement in document delivery. Interlending & Document Supply.
  • Castelli, P. A., 2008. The leader as motivator: coach and self-esteem builder. Management Research News.
  • Crowther, D. and Lancaster, G., 2012. Research Methods. 2nd ed. Routledge.
  • Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
  • Dey, C., 2002. Methodological issues: The use of critical ethnography as an active research methodology. Accounting, Auditing & Accountability Journal.
  • Divett, M., Crittenden, N. and Henderson, R., 2003. Actively influencing consumer loyalty. Journal of Consumer Marketing.
  • Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction. Reference Services Review.
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