StudentShare solutions
Triangle menu

Marketing research - Essay Example

Nobody downloaded yet

Extract of sample
Marketing research

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 ...Show more

Summary

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…
Author : vdenesik
Marketing research essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing research"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Research
Exploratory designs enable the exploration of new experiences, mediums, cultures, and collaborations. Additionally, the explanatory design acts as a guide to designers as they determine new ways and techniques of doing things. This is based on the unavailability of the correct and best processes of approaching tasks.
4 pages (1000 words) Essay
Marketing Research
Introduction Market research avails essential information that can be used to refine and appraise marketing actions, examine marketing performance, and enhance the understanding of marketing as a process in itself. The three types of marketing research include exploratory, descriptive, and causal (Zikmund & Babin 44).
4 pages (1000 words) Essay
Marketing Research
Introduction Research is a term that may be heard by majority of the individuals in their everyday life. It is important to note that whatever research is conducted by the individual, they should focus on the authenticity level of the research and must have some data that supports their research (Thornhill et al 2007).
8 pages (2000 words) Essay
Marketing Research
Marketing research forms the essential basis of marketing strategy. This is because marketing research encompasses the exact details under which marketing of a product or service is ensured. This research comes about with a great amount of hard work and commitment within the related ranks.
8 pages (2000 words) Essay
Marketing Research
Marketing research is a long process with many important steps. There are several methodologies of conducting the marketing research. The specific design for the appropriate research is changing continuously. However, there are some traditional methods which are very much important for the better results in the research field are, identifying the target group, selecting the focus group, designing questionnaire, taking surveys, sampling and analyzing the data.
12 pages (3000 words) Essay
Marketing Research
Marketing research specifies the information required to address these issues; designs the methods for collecting information; manages and implements the data collection process: analyses the results; and communicates the findings and their implications. (Marketing News, 1985).
9 pages (2250 words) Essay
Marketing Research
“Marketing research”, according to Answer.com, “is a systematic collection and analysis of data relating to sale and distribution of
8 pages (2000 words) Essay
Marketing research
esearch is the arrangement, gathering and interpretation of data related to marketing decision making and the communication of the results of this interpretation to the management. Marketing research has two basic parts in the marketing of an organization. First, as an element
11 pages (2750 words) Essay
Marketing Research
On a broader perspective, research is considered to be a systematic way of data collection from a number of different sources, then analyzing the data, then providing conclusion and recommendation and finally formatting it in a document (Thornhill et
8 pages (2000 words) Essay
Marketing research
As a result, the management must identify the source of the problem and the best intervention strategy. Market research problem is the information that the marketing manager needs to have in
1 pages (250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment