conclusion
The insignificant variables (corporate identity, public relation and trustworthiness) were excluded from equation 1. After excluding the insignificant variables from the model equation 1, the final equation becomes as follows;
Customer loyalty = α + 0.074 (Brand image) + 0.991 (Perceived quality) + €
The above equation suggests that a 1 unit increase in brand image is likely to result in 0.074 units increase customer loyalty. In comparison, 1 unit increase in perceived quality can result in 0.991 units increase in customer loyalty.
To further explore the results, the demographic variables’ data were cross-tabulated against the respondents’ responses regarding customer loyalty using SPSS. In this regards the five demographic variables; gender, age group, annual income, marital status and education level were cross-tabulated against the five questions regarding customer loyalty to know the difference between the customer loyalty of five-star hotels of UK based on demographic differences. The results of the cross-tabulation analysis are given in the appendix. The results are graphically presented in bar charts too, which are also given in the appendix.
The gender was cross-tabulated against question 1 to 5 of the questionnaire to identify the gender differences between male and female respondents’ responses regarding customer loyalty of five-star hotels of the UK. The results indicated that out of 100 males, 57% were extremely agreed that they stay at one hotel, while out of 100 females, 80% were extremely agreed they stay at one hotel. This shows that in comparison with a male, females were more agreed that they stayed at one hotel and were found to be more loyal towards their respective hotel brands.
The cross-tabulation results further indicated that out of 100 males, 53% agreed that they always say positive things about their respective hotel brand to other people. In contrast, out of 100 females, 77% were extremely agreed. Based on the results, the females were found to be in more agreement than males that they always say positive things about their respective hotel brand to other people.
It was further found that out of 100 males, 53% were extremely agreed that they recommend their hotel brand to others, however, out of 100 females, 74% were extremely agreed to this statement. This result also suggested that females were more in agreement than males to recommend their hotel brand to others.
Moreover, it was found that out of 100 males, 54% were extremely agreed that they don’t seek alternative hotel brands, while out of 100 females, 79% were extremely agreed to this statement. This result also suggested that females were more agreed than males that they don’t seek alternative hotel brands, and so were found to be more loyal than males.
Furthermore, it was identified that out of 100 male respondents 56% were extremely agreed that they would continue to go to the same hotel irrespective of the prices, however out of 100 females 79% were extremely agreed. Based on this result, it was clear that females were more agreed than males that they would continue to go to the same hotel irrespective of the prices, so females were found to be more loyal than males.
After cross tabulating ‘gender’ against the response of the 5 questions regarding customer loyalty the females were found to be more loyal customers of the five-star hotel brands than males as they were found to be more in agreement than the man that they stay at one hotel, always say positive things about their hotel brand to other people, recommend their hotel brand to others, don’t seek alternative hotel brands and would continue to go to the same hotel irrespective of the prices.
Afterward, the second demographic variable, ‘age groups’ was cross-tabulated against questions 1 to 5 of the questionnaire to identify the difference between the customer loyalty of customers of different age groups. The results indicated that out of 78 respondents between 20 to 35 years of age, 61.5% were extremely agreed that they stayed at one hotel. While out of 113 respondents who were between 36 to 60 years of age, 72.6% were extremely agreed that they always stay at one hotel. However, out of 9 respondents who were above 60 years of age, 77.8% agreed that they always stay at one hotel. This indicated that customers of 36-60 and above 60 age groups were more loyal to their hotel brands as they were keener to stay at a respective hotel brand.
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The third demographic variable, ‘annual income’ was cross-tabulated against questions 1 to 5 of the questionnaire to identify which of the customers were most loyal based on their respective annual income levels. The results indicated that out of 26 respondents who had annual income up to 30000 GBP, 84.6% were extremely agreed that they always stay at one hotel. However, out of 54 respondents who had annual income from 31000 to 50000 GBP, 98.1% agreed that they always stay at one hotel. Although out of 105 respondents had annual income from 50000 to 100000 GBP, 49.5% were extremely agreed that they always stay at one hotel. While out of 10 respondents who had annual income from 50000 to 1000000 GBP, 66.7% agreed that they always stay at one hotel. This indicated that customers of annual income levels from 31000 to 50000 GBP were more loyal to their hotel brands than the customers having other annual income levels.
Furthermore, the fourth demographic variable the ‘marital status’ was cross-tabulated against questions 1 to 5 of the questionnaire to understand the difference between married and unmarried respondents regarding customer loyalty of five-star hotels of the UK. The cross-tabulation analysis results indicated that out of 122 single respondents, 59.8% were extremely agreed that they stay at one hotel. However, out of 78 married respondents, around 82% of respondents agreed that they stay at one hotel. Thus, the married customers were more loyal to their hotel brands than unmarried customers because, in comparison, married customers prefer to stay at one hotel brand.
To proceed with the cross-tabulation results, out of 122 single respondents, 55.7% were extremely agreed upon always saying positive things about their hotel brands to other people. On the other hand, out of 78 married respondents, 79.5% were extremely agreed. Hence, upon evaluating the results, it can be said that married customers have more customer loyalty as they are in more agreement than singles. They always give positive feedback regarding their respective hotel brand to other people.
Subsequently, the fifth demographic variable, ‘education level’ was cross-tabulated against questions 1 to 5 of the questionnaire to identify which of the customers were most loyal based on their respective education levels. The results indicated that out of 50 respondents who were diploma holders, 67.6% were extremely agreed that they always stay at one hotel. While out of 64 respondents who were graduates, 69.6% were extremely agreed that they always stay at one hotel. Although out of 22 respondents who were masters, 68.8% were extremely agreed that they always stay at one hotel. However, out of 2 respondents with doctorates, 50% were extremely agreed to always stay at one hotel. This indicated that customers who were graduates were more loyal than the customers with diplomas, masters, or doctorates.
Moreover, 66.2% of the diploma holders were extremely agreed that they always say positive things about their hotel brand to other people. In comparison, 64.1% of the respondents who were graduates were extremely agreed. However, 65.5% of the respondents who had masters were extremely agreed, and 50% of the respondents who had doctorates agreed with the statement. Based on this result customers having masters were the most loyal customers of their respective five-star hotel brands.
In this subsection, the findings of this study are compared and contrasted with the literature to identify which of the past research supports the present research findings. This present study based on regression analysis suggested that brand image can have a significant positive effect on the customer loyalty of five-star hotels in the UK. This finding was supported by the research of Heung et al. (1996), who also suggested that the hotel’s brand image can play a vital role in preserving a high ratio of customer loyalty.
Moreover, this present study also suggested that perceived quality was the second factor that was found to have a significant positive effect on customer loyalty. The perceived quality was evaluated based on; service quality, comfort, staff courtesy, customer satisfaction, and service quality expectations. In this regard, Tat and Raymond (2000) research supports the findings of this study. The staff service quality was found to affect customer loyalty and the level of satisfaction. Teas (1994) had also found service quality to affect customer loyalty. However, Teas also found that staff empathy (staff courtesy) towards customers can also affect customer loyalty. The research of Rowley and Dawes (1999) also supports the finding of this present study. The users’ expectations about the quality and nature of the services affect customer loyalty. A study by Oberoi and Hales (1990) was found to agree with the present study’s findings, as they had found the quality of staff service to affect customer loyalty.
The customers who had bachelor degrees and the customers who had master degrees were more loyal to the customers who had a diploma or doctorate.
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The results chapter (also referred to as the findings or analysis chapter) is one of the most important chapters of your dissertation or thesis because it shows the reader what you've found in terms of the quantitative data you've collected. It presents the data using a clear text narrative, supported by tables, graphs and charts.
The results chapter of a thesis or dissertation presents your research results concisely and objectively. In quantitative research, for each question or hypothesis, state: The type of analysis used; Relevant results in the form of descriptive and inferential statistics; Whether or not the alternative hypothesis was supported
Score 94% Score 94%. 4.4 Writing the Data Analysis Chapter (s): Results and Evidence. Unlike the introduction, literature review and methodology chapter (s), your results chapter (s) will need to be written for the first time as you draft your thesis even if you submitted a proposal, though this part of your thesis will certainly build upon the ...
Step 4: Acknowledge the limitations of your study. The fourth step in writing up your discussion chapter is to acknowledge the limitations of the study. These limitations can cover any part of your study, from the scope or theoretical basis to the analysis method (s) or sample.
The results chapter in a dissertation or thesis (or any formal academic research piece) is where you objectively and neutrally present the findings of your qualitative analysis (or analyses if you used multiple qualitative analysis methods ). This chapter can sometimes be combined with the discussion chapter (where you interpret the data and ...
Summary of Methods Chapter Strategies ! Most important: Explain each of your methodology choices by linking it to what you want to learn. Show how your methods are the best way to answer your research question - how various methodological choices you made (e.g., decision to do multiple site comparison) provided leverage for understanding
if you write a scientific dissertation, or anyway using quantitative methods, you will have some objective results that you will present in the Results chapter. You will then interpret the results in the Discussion chapter. B) More common for qualitative methods. - Analysis chapter. This can have more descriptive/thematic subheadings.
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And place questionnaires, copies of focus groups and interviews, and data sheets in the appendix. On the other hand, one must put the statistical analysis and sayings quoted by interviewees within the dissertation. 8. Thoroughness of Data. It is a common misconception that the data presented is self-explanatory.
An understanding of the data analysis that you will carry out on your data can also be an expected component of the Research Strategy chapter of your dissertation write-up (i.e., usually Chapter Three: Research Strategy). Therefore, it is a good time to think about the data analysis process if you plan to start writing up this chapter at this ...
DISSERTATION CHAPTERS Order and format of dissertation chapters may vary by institution and department. 1. Introduction 2. Literature review 3. Methodology 4. Findings 5. Analysis and synthesis 6. Conclusions and recommendations Chapter 1: Introduction This chapter makes a case for the signifi-cance of the problem, contextualizes the
The Outline. While the content and length of each chapter will vary, you can follow a similar pattern to organize your information. Each chapter should include: 1. An Introduction. At the start of your chapter, spend some time introducing what you're about to discuss. This will give readers the chance to quickly get an idea of what you'll ...
Chapter Summary in Thesis. In a Thesis, the Chapter Summary is a section that provides a brief overview of the main points covered in each chapter of the thesis. It is usually included at the beginning or end of each chapter and is intended to help the reader understand the key concepts and ideas presented in the chapter.
The data analysis chapter is a crucial section of a research dissertation that involves the examination, interpretation, and synthesis of collected data. In this chapter, researchers employ statistical techniques, qualitative methods, or a combination of both to make sense of the data gathered during the research process.
I'm going to make this easy for you with a step-by-step process for writing a good chapter analysis. Step 1: Read the chapter. I sincerely hope you've already done this, especially if the assignment's due in 15 minutes. Step 2: Read the chapter and annotate. "But wait," you protest.
Dissertation OverviewThe traditional dissertation is organized into 5 chapters and includes the following elements and pages:Title page (aka cover page) Signature ...
How to Write a Discussion (Analysis) Chapter in a Thesis. Discussion and analysis are probably the most critical components of any thesis. These are also the longest sections of your thesis, which require thoroughness, conciseness, attention to detail, brevity, and extensive use of primary and secondary evidence.
Introducing your findings. The findings chapter is likely to comprise the majority of your paper. It can be up to 40% of the total word count within your dissertation writing. This is a huge chunk of information, so it's essential that it is clearly organised and that the reader knows what is supposed to be happening.
The discussion chapters form the heart of your thesis and this is where your unique contribution comes to the forefront. This is where your data takes centre-stage and where you get to showcase your original arguments, perspectives and knowledge. To do this effectively needs you to explore the original themes and issues arising from and within ...
4.1 INTRODUCTION. In this chapter, I describe the qualitative analysis of the data, including the practical steps involved in the analysis. A quantitative analysis of the data follows in Chapter 5. In the qualitative phase, I analyzed the data into generative themes, which will be described individually. I describe how the themes overlap.
A key aspect of analysis is logic: the reasoning—explicit or implied—that connects your evidence to your thesis, that determines how it is relevant evidence for that thesis, how a claim follows or can be inferred from the evidence. This includes the unstated beliefs or assump-tions that your argument makes about life, history,
In a typical dissertation, you will present your findings (the data) in the Results section. You will explain how you obtained the data in the Methodology chapter. The data analysis section should be reserved just for discussing your findings. This means you should refrain from introducing any new data in there.
This template covers all the core components required in the discussion chapter (or section) of a typical dissertation or thesis, including: The purpose of each section is explained in plain language, followed by an overview of the key elements that you need to cover. The template also includes practical examples to help you understand exactly ...
17 Chapter 3 Research paper style thesis format Title of the research paper/experiment 3.1 Abstract 3.2 Introduction 3.3 Materials and Methods/Methodology 3.4 Results and Discussion 3.4.1 Conclusions 22 18 Chapter 5/6 Summary 23 19 References/literature cited 24-25 20 Synopsis evaluation proforma 26 21 Guideline for Synopsis (GS-5) 27
Moreover, the frequency distribution analysis suggested three age groups; '20-35', '36-60' and 'Above 60'. 39% of the respondents belonged to the '20-35' age group, while 56.5% of the respondents belonged to the '36-60' age group and the remaining 4.5% belonged to the age group of 'Above 60'. Furthermore, the annual ...
References provide the information necessary for readers to identify and retrieve each work cited in the text. Consistency in reference formatting allows readers to focus on the content of your reference list, discerning both the types of works you consulted and the important reference elements with ease.