Institutional Affiliation

Research Outline

1. Introduction
   a. Problem statement
   b. Research objectives
   c. Research questions
   d. Contributions of the investigation
2. Literature Review
   a. The concept of Customer Experience
   b. Customer experience hotel industry
3. Research Framework and Hypothesises
   BRANDS:
   1) Marriott
   2) Hilton
   3) Hyatt
   ATTRIBUTES:
   1) Price
   2) Customer Service
   3) Amenities
   4) Cleanliness
   5) Location
   6) Ratings
4. Research Methodology
   a. Research strategy
   b. Data analysis techniques
5. Results
6. Discussion
7. Concussion and Recommendation

Research Objectives

1. To investigate customer experience with hotel brands and their dimensions
2. To determine the attributes of customer experience which entail identifying factors that are most likely to influence customer experience with hotel brands
3. To explore the effect of customer experience on brand loyalty

Research Implications
The survey has various contribution. First, the survey will benefit the managers at the three different hotels as it will allow them to pinpoint the experiences that customer value, which may contradict the experiences portrayed by the organization (Leeuw et al., 2012). Developing strong brand loyal customers for the hotel brands demands the main focus on relational, education and aesthetic experience. The three hotels will be able to sustain their competitive advantage by designing customer experience (Marsden & Wright, 2010). The survey will also outline the critical attributes that might discourage or foster customer experience. This is essential to the marketing managers as they need to orchestrate those attributes that contribute to high customer experiences.
Timeline for Execution
Activity Jan-Feb 30
Mar Apr May Jun July 2021
Submission of Research Proposal
Approval of the Research Proposal
Consent and Approval for Data collection
Implementation of the research

Analysis of Data
Result Formulation
Final Write-up & Research Submission

Questionnaire
Section One
Q.1.1 have you used Marriott products in the last 6 months
o Yes
o No
If No is selected, then skip the ending of survey
Q. 1.2. Which Marriott’s hotel brand type did you use last?
o Marriott
o Hilton
o Hyatt
Q. 1.3. What is your gender?
o Male
o Female
Q. 1.4. What is your ethnicity?
o Caucasian
o Asian
o Pacific Islander
o African American
o Hispanic
o Native American
o Other
Q. 1.5. What is your educational level?
o High School
o College Diploma
o Bachelor’s Degree
o Master’s Degree
o Other
Section Two
This section asks questions based on a rating scale. Kindly select the number that best outlines your opinion. There are no wrong or right answers. The statements are based on the following scales
Strong agree
1 Somewhat agree
2 Neither agree nor disagree
3 Somewhat disagree
4 Strongly disagree
5

1) Price:
The following statements describe your opinion on the hotel brand’s price. Kindly choose the response that best supports your opinion.
The brand’s price is reasonable 1 2 3 3 5
The brand’s price helped me make my decision 1 2 3 3 5
The brand’s price led me to infer what the experience will be like 1 2 3 3 5

2) Customer Service
The following statements describe your perception regarding customer service at Marriot. Kindly select the responses that best describe your opinion.
The employees were pleasant and friendly 1 2 3 3 5
The staff gave me personal attention 1 2 3 3 5
The staff was never too busy to respond to my requests 1 2 3 3 5
Employees were always willing to help 1 2 3 3 5
Employees were courteous and polite 1 2 3 3 5
3) Amenities
Kindly indicate your agreement with the following statements
The lighting creating a comfortable environment 1 2 3 3 5
The design was attractive 1 2 3 3 5
The furniture in the hotel rooms was of high quality 1 2 3 3 5
The physical facilities were visually appealing 1 2 3 3 5
The layout made it easy to move around 1 2 3 3 5
I have enjoyed the facilities at the hotel

4) Cleanliness
The following statement describes your experience with cleanliness. Please choose the response that best describe your experience.
The hotel brand was clean 1 2 3 3 5
The hotel brand followed the COVID-19 protocols 1 2 3 3 5
The staff was neat and well dressed 1 2 3 3 5
There was no safety concern at the hotel brand 1 2 3 3 5
I felt safe using the hotel brand 1 2 3 3 5
5) Location
Please indicate your agreement with the following statements
I only travelled a short distance to reach the hotel 1 2 3 3 5
The hotel brand is conveniently located 1 2 3 3 5
The hotel brand is close to where I live 1 2 3 3 5
6) Ratings
The following statement describes your opinion about online customer reviews about the hotel brand. Please choose the response that best describe your opinion
The reviews I read online contributed to the selection of the hotel brand 1 2 3 3 5
The online reviews influence my assessment of the hotel brands 1 2 3 3 5
The word-of-mouth helped me make a decision 1 2 3 3 5
My friends provided some different ideas about the hotel brands 1 2 3 3 5

References
Leeuw, E. D., Hox, J., & Dillman, D. (2012). International handbook of survey methodology. Routledge.
Marsden, P. V., & Wright, J. D. (2010). Handbook of survey research. Emerald Group Publishing.