Scenario: A hotel has hired you, the student, as an external consultant to evaluate guests' feedback. You will be provided with a customer-generated data set

Task aim:

Understanding your customers' needs, opinions, attitudes, and beliefs in an increasingly competitive marketplace is critical. When a customer makes a complaint or provides feedback, the customer is voicing concern about your product or service. Analysing complaints and feedback will give you invaluable information about your products and customers. This assessment aims for students to demonstrate their ability to interpret data and provide practical recommendations meaningfully.

Task description:

Scenario: A hotel has hired you, the student, as an external consultant to evaluate guests' feedback. You will be provided with a customer-generated data set, and as the consultant, you must conduct data analysis, present the results, and provide recommendations on improving the business. You will fail the assessment automatically if you do not use one of the provided datasets. This task requires a minimum of twelve (12) research-based journal articles to support the findings.

You will show your understanding of the data by:

• Conducting open and axial coding
• Identify major themes that have emerged from the coding process.
• OR
• Descriptive and comparative analysis with interpretation of results
• You may use basic inferential statistics if you are familiar with these techniques
• Integrate previous research (i.e., your literature review in Al) in your
• Provide realistic business resolutions and recommendations to ensure high customer satisfaction standards and repeat purchase
• Identify essential issues still unresolved.

This written communication assessment should have a report structure (2000 words + or - 10%) that includes the following:

(1) Introduction

• the rationale for conducting this analysis,
• background of the resort (basic details are available at the bottom of this page),

(2) Body (develop your appropriate headings)

• the rationale for the methods used,
• findings,
• discussion (related to literature and theory done in Tutoring 1),
• industry recommendations
• Conclusion, and
• Reference List.
• Appendix - Evidence of your open and axial coding (e.g., in an Excel spreadsheet or similar) - The Appendix is not included in the word count. These headings are only guidelines for how to structure your report's No table of contents is required.

Referencing

Please use APA7 style for your referencing list and in-text referencing. Take care with your referencing and paraphrasing of the literature, as you will be penalised for incorrect referencing or the omission of references

Introduction

• Who do you represent? Specify if the resort or an external consultancy employs you.

Rationale - state the rationale for conducting this analysis - i.e., to identify improvements.

Purpose - justify the importance of your analysis. Why is managing customer satisfaction so important? How does customer feedback impact the hotel's reputation and the consumer's/potential customers' behaviour?

Background of the property- provide details, enabling your audience

to understand the research background better. e.g., location, size (number of rooms), service level, star rating, brand, uniqueness, facilities, various F&B outlets, and target market. How long has this resort been operating? (basic details are available at the bottom of this page)

• A short paragraph describing what is contained in the report. Method
• The method used (basic details are available at the bottom of this page)- the rationale for the methods used- why? Why are other methods not suitable? Need a justification for the choice of the method adopted. What is the difference between Qualitative and Quantitative research methods?

• Data set - where did the dataset come from? How big was the sample size?
• Describing the process - how was the analysis conducted?
• Define and describe the method in your own words.

Findings Qualitative

• Examine both the positive and negative reviews in the qualitative
• Need to explain the broad category of themes. What does the theme include? It is better to have 5-8 broad themes rather than lots of detailed ones.
• Prove your points/claims by providing detailed evidence. That supporting evidence should come from your qualitative data. E.g. could provide information about customers' perceptions/experiences in their own words (respondent quotes).

Findings Quantitative

• Analyse the variables provided in the dataset using descriptive and comparative statistics and, if appropriate, basic inferential statistics
• Present the findings using appropriate tables and figures.
• Interpret the analyses to describe the results.

Discussion

• Relate to literature and theory done in Tutoring 1, inter­relationships, or patterns that you have found in your results, are findings supported by the literature? Yes, in what ways? No, in what ways?
• In your discussion, you need to discuss your findings in the context of past research/theories.

You need to compare findings and comment on whether the findings are expected or unexpected, i.e. supporting or contradicting previous findings.

Industry recommendations

• Recommendations - need to think critically about an issue and develop practical solutions to problems based upon a logical synthesis of the findings.

Conclusion

• Conclusion - summarise what you found (key findings) and explain the contributions and limitations of your research.