1st Slide: Identifying Key Drivers of Guest Satisfaction and Loyalty at Zifan Hotel

(SZABIST logo)

2nd slide:
Research Consultants:
Iqra Naeem
Shifa Fatima
Rabia Ghuman
Fereshteh Jamil
Nimra Ali
Maya Kumari

3rd Slide:
Agenda:
 Key Business Question
 Research Objectives
 Information Needs/Questions
 Target Audience
 Research Geographical Location
 Research Methodology
 Data Collection Instruments
 Data Collection Method
 Sampling Technique
 Sample Size
 Timeline
 Reporting and Deliverables

4th slide:
KBQ:
The Zifan Hotel seeks to identify the primary factors that drive customer satisfaction and loyalty
among their guests. The objective is to leverage these factors to enhance repeat business and
referrals.
The proposed research will help Zifan Hotel to better understand the needs and preferences of
their guests, and to tailor their services and offerings accordingly, resulting in higher levels of
customer satisfaction and loyalty.

5th: Research Objectives:

 Identify the key drivers of customer satisfaction among guests staying at Zifan Hotel &
Suites.
 Determine the factors contributing to guest loyalty and the likelihood of repeat business
and referrals
 Identify the relationship between service quality, amenities, pricing, and overall guest
satisfaction
 Assess the effectiveness of current loyalty programs and identify areas for improvement
6th: Information Needs (Research Questions)

 What are the main factors influencing customer satisfaction at Zifan Hotel & Suites?
 How does customer satisfaction correlate with guest loyalty?
 Which specific elements of the guest experience contribute significantly to loyalty?
 What areas of improvement can be identified based on customer feedback and reviews?
 What recommendations can be provided to Zifan Hotel & Suites for enhancing customer
satisfaction and loyalty?

7th: Target Audience:

For the research, the target demographic comprises guests who have utilized the services of
Zifan Hotel.

8th:
Research Geographical Location:
Our research base station will be Karachi, however, despite the telephonic interview format,
respondents will be drawn from various regions across the country.
9th
Research Methodology:
The proposed research study intends to utilize a quantitative research approach, which involves
conducting telephonic interviews with esteemed guests of Zifan Hotel.
This method has been selected due to its ability to gather structured data in an efficient and
organized manner, which can be further subjected to statistical analysis.

10th:
Data collection Instrument:
A semi-structured questionnaire incorporating Likert scale, ordinal scale, and multiple rating
scale components will be utilized.
The anticipated duration for completing the questionnaire is approximately 8-10 minutes.

11th
Data Collection Method:
Zifan Hotel will provide customer data for the purpose of conducting telephonic interviews.
Subsequently, we will administer the questionnaire during these interviews.

12th:
Sampling Technique:
Simple Random Sampling will be employed, drawing from a directory listing provided by Zifan
Hotel. This list will be treated confidentially and solely for research purposes.

13th:
Sample Size:
A total of 250 telephonic interviews will be conducted.

Timeline:
Gantt chart

Reporting and Deliverables:

A comprehensive report will be generated, including an executive summary, detailed findings,
actionable recommendations, and visual representations of the data.
A presentation summarizing the key findings will also be delivered to the management team of
Zifan Hotel & Suites.

THANK YOU SLIDE.