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Research Methodology Essay

2550 words - 10 pages

3.4 Methods of Accessing Data
Since in the past, some researchers already examined the relationship between service quality, customer satisfaction and customer re-purchase intention. There are some secondary data already exist. But the secondary data is not enough and some of information is out of date, and also it is not all suit for the conceptual model of this project. The aim of research is examining the relationship between service quality, customer satisfaction and customer re-purchase intention in a new market. Therefore, the primary data is necessary to be collected. In order to understand more about the relationship between service quality, customer satisfaction and customer re-purchase intention. This project designs to use quantitative approach via questionnaires to gather data from customer in hotel service industry in China. As questionnaires research can provide a large amount of respondents. That would be helpful for achieving higher reliability. Moreover, questionnaires are very cost effective when compared to others approaches, also questionnaires are especially true for studies because it can collect large sample sizes of data from respondents. Questionnaires are simple to administer and the format is familiar to most of respondents. In addition, questionnaires usually have similar and standardised answers which are easy to analyse data (Balsley, 1970). Therefore, questionnaire approach is adopted and it would be useful for identifying the relationship in this project.

3.5 Questionnaire Design:
In this research, there are three questionnaires are designed and the structure of questionnaire is only used closed-ended questions. Since this project research is done in the hotel. It is not so convince to ask customer to write down their opinion and feedback. The closed-ended questions is easier to interpret the answers collected and also during time and cost limited (Kotler, 1994). The first part of questionnaire, there are some personal information questions would be asked and specific answer options are given. The second part questionnaire is about customers’ expectation of service quality. The third part questionnaire is about how customers satisfy with hotel. The four part questionnaire, customers were asked to measure what is important affect them re-purchase. Those questionnaires will have two versions which are Chinese and English as the research is focus on travel visitors from different places. All three questionnaires use the Likert Scale to measure. The respondents can select the degree of their opinions in Likert Scale. The respondents’ opinions are gathered according to a seven-point and five-point Likert Scales.

3.5.1 Service Quality Questionnaire
The first questionnaire is the Service Quality. The SERVQUAL is employed to measure service quality in the hotel. The visitors will be asked what are they expect services for the hotel where they lived. The Likert Scales is an assigned of 1 to 7 and ranging from...

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