mktg res CUSTOMER DELIGHT IN HOSPITALITY INDUSTRY.doc

8/9/2019 mktg res CUSTOMER DELIGHT IN HOSPITALITY INDUSTRY.doc

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TABLE OF CONTENT………...…………………………………………………………...PAGE

1.0 INTRODUCTION…………………………………………………………………………….2

1.1 CUSTOMER SATISFACTION IN HOTEL INDUSTRY……………….……………….3

2.0 FIVE

THEORIES…………………………………………………………………………………………

…………………………………….4

2.1

THEORIES…………………………………………………………………………………………

…………………………………………….3

3.0 FIVE PUBLICATIONS IN THE SUBJECT AREA AND THEIR CONCEPTUAL

FRAMEWORK……………………

3.1

PUBLICATIONS…………………………………………………………………………………

……………………………………………..4

4.0 THREE SIGNIFICANCE RELATED TO THE

TOPIC…………………………………………………………………………………!

1


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4.1 SIGNIFICANCE

RELATED…………………………………………………………………………………………

………………………..!

.0 APPROPRIATE RESEARCH DESIGN FOR THE

STUDY……………………………………………………………………….."

!.0 SAMPLING METHOD #S$ FOR THE STUDY% HOW AND

WHY…………………………………………………………..&

!.1 HOW AND

WHY………………………………………………………………………………………………

………………………………&

'.0 E(AMINE DATA COLLECTION METHOD #S$ FOR THE STUDY % HOW AND

WHY………………………………10

'.1 HOW AND

WHY………………………………………………………………………………………………

…………………………….10

".0 APPROPRIATE DATA COLLECTION METHOD #S$ FOR THE STUDY% HOW AND

WHY…………………………11

".1 PRIMARY

DATA………………………………………………………………………………………………

……………………………..11

2


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".2 SECONDARY

DATA………………………………………………………………………………………………

………………………….12

3


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1.0 CUSTOMER SERVICE

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:)*+. C)*+,-/ */ * ;=*, ,6+5 /6//9 +, >5 9*/75: + )=+)/ ,6 + ,/:;5@;+,5.

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;* /,9)+ 55,;+,5 ;59 /5:. I5 +* *5*8 ;5 ,/:;5@;+,5 +;+ ;=)* :,,9 )*+,-/

*/ -;< *59 -,/ -,5< 5 +/;55: -=, )*+,-/* 6,/ 697;. F/,- + ,5+ ,6 > ,6 ;5 ,/;== *;=* /,**

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* + ;****-5+ ,6 ,> >== ; 9=/9 */ ,56,/-* +, + =5+* +;+,5*. A

7)*5** >+ : */ );=+< >== -+ )*+,-/ 59* >=*+ /-;55: ,5,-;==<

,-++. I-/,9 */ );=+< -;< 5/;* ,5,- ,-++5**. T* ;- -;< 7

;9 7< )59/*+;595: ;59 -/,5: ,/;+,5;= /,***8 95+6


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,,/+)5+* +, /;+ 9=:+ ;* + ;5 7 /*,5;=@9 ;59 +;=,/9 +, + *6 59* ;59

>** ,6 + )*+,-/. D)/5: ,5+;+* >+ +,) ,5+* 5 + ,-;55: ; *5/ /*,5;=

5+/*+ 5 + )*+,-/8 ,66/ *,- ;++5+,5 +;+ ;5 =;* ,/ 659 *,=)+,5 +, *6 ;/+)=;/

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+ 7/;59. T* ;5 7 ;9 7< //)+5: + /:+ ,66/*8 -,+;+5: +- ,5+5),)*=<

;59 =;95: +- 5 + /:+ >;


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)*+,-/ *;+*6;+,5 ;* 7,- ; :,,9 7)*5** /;+ +;+ 7)*5*** *+/ +, ;

#S@; 5=)98 7)+ 5,+ =-+9 +,

1. C)*+,-/ S;+*6;+,5 =* ,-;5* +, ;=);+ +/ ;7=+< 5 -+5: )*+,-/*

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5,- ;59 *+;+)* 5/;* #*;==< : ;=) =*$ ;59 ;=*, :,5: 7; +, +;+

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G,,9-;5 #200&$ *)::*+9 +;+ 9**;+*69 )*+,-/* +== ,5 ;/;: +5 ,= ;7,)+ +

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* -/;+ 6,/ */ 7)*5*** +, *;+*69 )*+,-/ ,5 ; ,5**+9 7;**.

1.1.2 Customer Satisfaction in Hotel Industry (Akroma Plaa Hotel!

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T;,/;9. A/,-; P=;@; H,+= >;* ,*5 6,/ + *+)9< 7;)* + * ;-,5: + 6/*+ 6 *+;/

,+=* 5 S,59T;,/;9. T/ )*+,-/* ;/ ,-;5* ;59 599);=* >, ;/ >+5 +

S,59T;,/;9 -+/,,=* ;59 +,* ,)+*9 + W*+/5 R:,5.

2.0 THE FIVE THEORIES USED TO DEVELOP THEORETICAL FRAMEWORK

'


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2.1. Assimilation "#eory

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9*/;5,)=9 7 /?+9 ;* +,+;==< )5

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: ;59 + +/;5*;+,5 /,9* =++= ;=).

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; ; @,5 ,6 +,=/;5 ,//*,595: +, ; /;5: ,6 */ );=+< 7+>5 7;/=< ;9);+

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+ 7)*5** /=;+,5* 6 + )*+,-/* ,/;== /+,5 ,6 );=+< /-;5* :8 6 *>+5:

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;59 6 +/ ;/ 7,59* 5: +- 5 + /=;+,5*. T *+5 ,6 +* 7,59* ;+* ;* ;5

+ 7;///. T/ ;/ */;= +


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;)/5: 5> ,5*. I+ * =;-9 7< R=9 ;59 S;**/ #1&&0$ +;+ ; -/,-5+

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/*5+ ;=)$ 9595: ),5 + 59)*+//8 C;//,= ;59 R=9 #1&&2$ 9*)+ +*

;=)=;+,5*8 =;-5: +;+ +< /*)=+ 6/,- 6;)=+< /,***+,5;= ;5;=+ )*+,-/

/+5+,5 66,/+* ,)/* 7;)*

• T ,*+ ,6 ;)*+,5 ,)/* ,5=< ;+ + 7:555: ,6 ; /=;+,5* + =,5:/ +

/=;+,5*8 + =,>/ + ;-,/+@9 ,*+.

• A,)5+ -;5+5;5 ,*+* 9=5 ;* ; /5+;: ,6 +,+;= ,*+* #,/ ;* ; /5+;: ,6

/5)$.

• L,5: +/- )*+,-/* +59 +, 7 =** 5=59 +, *>+ ;59 ;=*, +59 +, 7 =** /

*5*+. T* ;5 /*)=+ 5 *+;7= )5+ *;=* ,=)- ;59 5/;** 5 *;=* ,=)-.

•

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• L,5: +/- )*+,-/* ;/ -,/ ==< +, )/;* ;5==;/< /,9)+* ;59 :

-;/:5 *)=-5+;= /,9)+*.

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=** ==< +, *>+ +, ,-++,/*8 -;5: -;/+ 5+/< ,/ ,-++,/* -;/+ *;/ :;5*

966)=+.

• R:)=;/ )*+,-/* +59 +, 7 =** 5* +, */ 7;)* +< ;/ 6;-=;/ >+ +

/,*** 5,=98 /)/ =** 9);+,58 ;59 ;/ ,5**+5+ 5 +/ ,/9/ =;-5+.

12

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PUBLICATIONS

%imensions of service )uality*edit+

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5:;:-5+.

22

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>;* ;=)=;+9.

F595:*

T -,*+ 6/)5+=< -5+,59 ,9* 5=)99 +;5: ;/ ,6 + :)*+* 59*8

+,5;= 6/59=5**8 /,6**,5;=*- ,6 *+;668 -=,5: 9=:+ +;* ;=*, 6,)59 +;+ + )=+)/ ,6 ;5

,/:;5@;+,5 ;* ;5 -;+ ,5 + +5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7

+;5 5 + *=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/

5:;:-5+.

O/:5;=+;+ +, 9, +, ,//+ 5:;+

*/ /5*. H,>/8 ; /=;+=< *-;==/ 5)-7/ ,6 ;/+=* :=:+ ,> +,

/;+ :/;+ */ /5* 6,/ + :)*+*. T* ;/+= /,9* ; +,/+;==< *,)59

;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+/


26/51

K,/9*

H,*+;=+< -;5;:-5+8 H,+=*8 C)*+,-/ *;+*6;+,58 C)*+,-/ 9=:+8 H,+=

,/;+,5*8 C,5+5+ ;5;=


27/51

U5/*+< K;59>; R,;98 I59,/8 I59;. A7*+/;+ H,*+;=+< 59)*+/< * ;5 / :/,>5:

59)*+/ ,6 +,)/*+* 6:)/* 6/,- 966/5+ ;/+* ,6 + >,/=9. T*

59)*+/< * +/-=< ,-++ ;* -;5< +/59 *++5: ,+=* ; -;9 +/ 5+/< 5 966/5+

;/+* ,6 + >,/=98 +;5* +, + ,5+ ,6 :=,7;=@;+,5. T* ;-,)5+ ,6 ,-++,5 9,* 5,+

;==,> ;5< ,/:;5@;+,5 5 + 59)*+/< +, 7 *;+*69 *-=< >+ )*+,-/ *;+*6;+,5 ;59 +*

;* 75 /=;9 >+ + -,/ 7/;5+ ,5+ ,6 )*+,-/ 9=:+. T* ;/ =;7,/;+* ,5

,> + ,*+;=+< 59)*+/< ;* -,9 ,/ + /,9 ,6 +- ;59 * *+/) >+ + ,5+ ,6

)*+,-/ 9=:+. D=:+ ;* +* -;+ ,5 + 6/-* 65;5;= *+;+-5+* ;* >==8 7;)* +

9/+=< =;9* +, )*+,-/ =,


28/51

)59/*+;59 + +/59 ; /;=@9 +;+ -;/+ ;* -,9 6;/ ;;9 ,6 + +- >/ ,5+*

= )*+,-/ *;+*6;+,5 >/ )*9. T, 9=:+ :)*+*8 ,5 -)*+ 9;/+ 6/,- + ,565* ,6

,+= =,77* ;59 /,,-* ;59 +; ; ?,)/5< 5+, + -59* ,6 :)*+*. W+ -,*+ ,6 + 6/-*

*+/5: + 7;/ -5-)- == ,6 *;+*6;+,5 ,5 59* +, : *,-+5: +/; +, +

)*+,-/*8 *,-+5: -,/ +;5 ?)*+ >;+ * +9. T;+ =++= +/; 7/5:* 5 + 9=:+

6;+,/. D=:+ 9+/-5* + ;-,)5+ ,6 +/; 66,/+* +;5 7< + 6/-*. C)*+,-/ 9=:+

5,=* :,5: 7;+ ;5 7 7*+ 9*/79 ;* ; =;*)/;7=

/5 6,/ + =5+. P;++/*,5 #1&&'$. D=:+ +/6,/ 5+;=* ; *+/,5:/ -,+,5 ;59 ;

966/5+ ,/=9 *

,5/59 +/ ;/ ; *6 *+;59;/9* -;5+ +, 7 -;5+;59 7< + 6/-* +;+ 9*/ +, 7 5 ;

/+;5 ;9/ 5 + 59)*+/,)=9 5,+ 7 ;5< 966/5 6 + 6/-* *+ +,

+,* 7;/ -5-)- *+;59;/9*. T 59 * +, ;==5: ,5* ,>5 /6,/-;5 ;59 -/, +

>+ ,5*+;5+ 66,/+*. C)*+,-/ 9=:+ ;* +, 7 + /- ;- ,6 + ,*+;=+< 6/-* .

H,*+;=+< 59)*+/< ;* *) * 5,>5 6,/ +* 9/+ =5 >+ )*+,-/* ;59 +* ; 5,>5 6;+ +;+

+* * + ,5=< 59)*+/< +, /6/ +, +- ;* + :)*+* 5,+ + )*+,-/* ,/ + =5+*. W+ +*

9*+5+,5 ,5 ;5 ?)*+ 5,+ 9, >+,)+ +/;+5: +- ;* :,9 .T ;=)9 ;**,;+,5 >+ +*

:)*+* ;5 5,+ ?)*+ 6+ -,/ )*+,-/* 7)+ ;=*, :5/;+ ; >,/9 ,6 -,)+ )7=+< )*6)= 6,/

+ 5;5-5+ ,6 + 6/-* 7)*5**. T )*+,-/ 9=:+ * + /-;/< 6;+,/ /*,5*7= 6,/

+ :5/;+,5 ,6 )*+,-/ =,


29/51

;59 , +,)/*- + ,*+;=+< 59)*+/< ;* ;=*, 75 : 5> ;5)* 6,/ :/,>+. T ,5+

,6 :=,7;=*;+,5 > ;==,>* ;5 );= ,,/+)5+< +, ;== + 6/-* 5 + >,/=9 +, *;/ ;

,--,5 =;+6,/- 8 -;* + 5 -,/ 59*5*;7= 6,/ + 6/-* +, *;+*6< + 59 )*/* +, ;5

+5+ +;+ +< 7,- 9=:+9 ;59 +5 =, * 7,)59 +, -/, 6,/ + *-= /;*,5 5,+ 5,):

/*,)/* >== 7 )*9 5 9=,5: 5> )*+,-/* . F/,- C)*+,-/ S;+*6;+,5 +, C)*+,-/

D=:+ A N> T/59 5 H,*+;=+< 4' T )*+,-/ =,,/* ,5 + ,5*+/)+ ,6

G5/;+5: ; >,> /;+,5• D=/< ,6 )5+9 /*)=+*• P/*,5;= +,) 6=5:• M;* +

)*+,-/ 6= ;=)9• A;/ :5)5• F/*+ ,5+;+ ,5+• U5+9 ,*+ */ 7/5:*

5 ; 6=5: > * -;:565+ ;59 ;5 7 +/-9 ;* >,>. I5 +* ,)/* ,6 ;+,58 -;5<

;++* ;/ 5,=9 = ; /,/ ;-75 8 :/+5:*8 >=,-8 *+;66 7;,)/ 8*)/+< +.

7)+ -;5< ; +-* + ,)=9 7 7/,):+ 7< ; *-= :*+)/ ,6 ;;*5: +- 8 7< *595: ; *)7+=

-**;: +/,): */* +;+ 5 :)*+ :+* +,

5,> +;+ * 75: +/;+9 ;* + 5: ,5 ;5 599);= 7;**. W5 ;5+ +, -** ;5 ,,/+)5+< +, -; - 6= -,/+;5+ ;59 +;+ * ,> + :)*+ 5

,*+;=+< *,)=9 7 +/;+9 ;59 +* ,)=9 7 ; 9=:+ 6;+,/. O6 ,)/* 5,+ /< 9-;59 ;5

7 -+ +/6,/ + * + /*,5*7=+< ,6 + */ /,9/ +, -; ;5 ;++-+ +, =;5 ,>

5+/*+9 * 5 *,/+5: ,)+ + /,7=- ;/; ;59 -+ + 9-;59 +/ ;6+/. T, 7 :5)58

+/< +, ;**,;+ >+ + :)*+ 7< *;/5: ; ,--,5 =;+6,/- ;59 /,/+5: ;+=< >;+ ;5 7

9=/9 . T/ ;/ *;= 66,/+* +;5 ,5 + ;/+ ,6 + ,= 6/,- + 59)*+/< +, -; +

6/*+ -/**,5 ,5 + :)*+ 7;)* +* * >;+ >== *+;< ,5 >+ - 6,//. 2. C,5=)*,5

H,*+;=+< 59)*+/< /*+* ,5 + ,5+ ,6 9=/5: + 7*+ */ ,**7= +, + :)*+ ,/ +

=5+ ;59 6 +< 6;= +, ;++-+8 +/ ;5 7 */,)* -=;+,5* 7;)* -,*+ ,6 + -;/+

2&


30/51

=;+ 6,/ ; =,5:/ /,9.

T* =5:+ ,6 + /,9 >== 9+/-5 >+/ + )*+,-/ >,)=9 7 =,=* 5 + -;/+ ;59 +/ /*5 ;* -;9 + -;59;+,/< 6,/ /< =;,)=9 5 7 =,


31/51

S#o4 more

C#oose an option to locate5access t#is article3

C 6


32/51

S,- 756+* ;59 9*;9;5+;:* ,6 + FD /,** ;/ 9*)**9 ;* ,-;/9 +, +;5+ */

);=+< ;59 )*+,-/ *;+*6;+,5 ;/;9:-*. F5;==+ ;/+)=;/ 5+/*+ 5 ,*+;=+


33/51

4.0 THREE SIGNIFICANCE RELATED TO THE TOPIC

S+;+ ;5< +/ *:56;5 /=;+9 +, +,/+;=8

/;+;= ;59 ,=< -=;+,5*

P)/,* T -;5 )/,* ,6 +* *+)9< * +, ;-5 + /=;+,5* 7+>5 )*+,-/

*;+*6;+,5 ;59 */ );=+< 5 */ *+,/* >+ /*+ +, + */ );=+< 9-5*,5*.

P/;+;= -=;+,5*

T /*;/ ,59)+9 =* ,+= ,/;+,/* +, 95+6< + 7;,/* ;59 ;+,5* +;+ =;9

+/ :)*+* +, 7 9=:+9. B< 5,>5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7 +;5 5 +

*=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/ 5:;:-5+

I-=;+,5C,5+/7)+,5 T 6595:* -=< +;+ */ );=+< * 5,+ + ,5=< 6;+,/* +;+

,)=9 =;9 +, )*+,-/ *;+*6;+,5 5 */ *+,/*% +;+ */ );=+< 9-5*,5 ;/* 5 +

966/5+ */ *+,/*. T 6595:* *)::*+ +;+ +, /,9 );=+< */ 5 ,/9/ +, *;+*6<

)*+,-/*8 ,/:;5@;+,5* 5 +* 59 ,6 */ *+,/* 59 +, -/, ,5 + 9-5*,5* ,6

*/ );=+/ :5 ;* /;*,5* 6,/ *;+*6;+,5. T* *+)9< ,5+/7)+* +,

*+5: +,/* 7< ,56/-5: ,/ ;995: ;=) +, + /=;+,5** +;+ ;/ 5,=9 5 )*+,-/

*;+*6;+,58 */ );=+< ;59 SERVUAL 9-5*,5*. I+ /,9* /*)=+* +;+ ,)=9 7 )*6)=

+, -;5;:/* 5 7)*5** ,/:;5*;+,5* 6,/ *+/;+: =;555:.

1.4. P)/,* ,6 + *+)9<

33


34/51

T )/,* ,6 +* *+)9< * +, ;-5 + /=;+,5* 7+>5 )*+,-/ *;+*6;+,5 ;59

*/ );=+< 5 */ *+,/* >+ /*+ +, + */ );=+< 9-5*,5*

A /*;/ = +* * **5+;= +, ;**** ;59 -/, */ 9=/< ;59 9*:58 7;)* + >==

/,9 -;5;:-5+ >+ 9;+; +;+ +< ;5 )* 5 -;5: 56/5* ;7,)+ + )*+,-/*.

#W=*,5 + ;=. 200!8 2'$. T)* + /*)=+* ,6 +* *+)9< *,)=9 7 /,9 )*6)= 6,/ ;;9-*%

7)*5** 5 + 6=9 ,6 -;/+5: ;59 -;5;:-5+ /*;//* ,6 )*+,-/ *;+*6;+,5 ;59

*/ );=+< *;==< 5 */ *+,/ ,/:;5@;+,5*.

P/;+;= -=;+,5*

T /*;/ ,59)+9 =* ,+= ,/;+,/* +, 95+6< + 7;,/* ;59 ;+,5* +;+

=;9 +/ :)*+* +, 7 9=:+9. B< 5,>5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7

+;5 5 + *=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/

5:;:-5+.

O/:5;=+;+ +, 9, +, ,//+ 5:;+

*/ /5*. H,>/8 ; /=;+=< *-;==/ 5)-7/ ,6 ;/+=* :=:+ ,> +,

/;+ :/;+ */ /5* 6,/ + :)*+*. T* ;/+= /,9* ; +,/+;==< *,)59

;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+/


35/51

P/;+;= -=;+,5*

T /,,*9 -,9= ;5 7 )*9 7< -;5;:/* +, ; )*+,-/ 9=:+ 5 +/

,/:;5@;+,5*. I+ ;5 ;=*, 7 )*9 +, :;5 ; 7++/ )59/*+;595: ,6 + /,** ,6

-;5;:5: )*+,-/ /=;+,5*.

O/:5;=+ )7=*9 ;/+=*

/=;+5: +, +* +, 5 + ,+= 59)*+/=9: +, + ,*+;=+< 59)*+/


36/51


37/51

7 + )*+,-/* 6/*+ ,. T, ; +*8 ,/:;5@;+,5* 59 +, ;5*>/ + )*+,5*

;7, ; ,5+5),)* /*;/ 5 +* ;/; *, ;* +, =;9 + ,/:;5@;+,5* +, +/ +>5

,7?+ ,6 *;+*6,

/-;5* + -;5 ;/;+/ +;+ * + 7)*5** 5 ,/;+,5% ;59 7;)* *;+*6;+,5

;/* ;59 ;5:* ;-,5: 599);=*8 +/ * ; 59 6,/ ,5+5),)* /*;/ 5 +* ;/;.

K,/9*

C)*+,-/ *;+*6;+,58 C)*+,-/ /=;+,5*8 H,+=*8 H)-;5 /*,)/

-;5;:-5+8 C)*+,-/ */ -;5;:-5+

T5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7

+;5 5 + *=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/

5:;:-5+.

3'

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38/51

O/:5;=+;+ +, 9, +, ,//+ 5:;+

*/ /5*. H,>/8 ; /=;+=< *-;==/ 5)-7/ ,6 ;/+=* :=:+ ,> +,

/;+ :/;+ */ /5* 6,/ + :)*+*. T* ;/+= /,9* ; +,/+;==< *,)59

;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+// )*+,-/* ;/ ==< +, 7 ;


39/51

== 9,8 9,5+ 9/, + 7;== >5 + ,-* +, >;+


40/51

D*/+ /*;/ * ;-9 *-=< ;+ 9*/75: 5,-5; ;59 * 5,+ ;/+)=;/=< ,5/59

>+ )59/*+;595: >< 7;,/ * + >;< + *. T* + > +5 + >,/=9 *. I+ * ,6+5 + *+;/+5: ,5+ ,6 ;

/*;/ /,?+ 5+, 5,-5; #5,>5 ;* 9*/7 *,;= *5

5+*8 /,95: 7;:/,)59 56,/-;+,5 ;* >== ;* *+-)=;+5: =;5;+,5*$.

!.0 SAMPLING METHOD #S$ FOR THE STUDY% HOW AND WHY

STRATI SAMPLING

SAMPLE SIE 120

SAMPLE UNITS

40


41/51

P/,6**,5;= -5 ;59 >,-58 S;=;/9 >,//* 8 B)*5** -5 ;59 >,-5 8A9,=*5+ ;59

H,)*>*

RESEARCH DURATION

T/+< D;


42/51

42


43/51

;$ D*/7 *;-=5: -+,9#*$ +;+ *,)=9 7 )*9 6,/ + *+)9< ,> ;59 ><

'.0 E(AMINE DATA COLLECTION METHOD #S$ FOR THE STUDY % HOW AND WHY

8;"H:%S : %A"A C:


44/51


45/51

;59 ,> -;5;5: ;*< ,-;/*,5. T *)/<

*+/;+:< * /9 ;* ;)+,/+;+ 7< ,= 5 :5/;= ;59 * 7,+ ,-;/;+=< ;*< +,

=;5 ;59 +, )59/*+;59. T *)/< *+/;+:< ;==,>* + /*;// +, ,==+ );5++;+ 9;+;

> ;5 7 ;5;=5 ;/;7=* ;59 +, /,9) -,9=* ,6 +* /=;+,5**. U*5: ; *)/<

*+/;+:< :* + /*;// -,/ ,5+/,= ,/ + /*;/ /,** ;598 >5 *;-=5: * )*98

+ * ,**7= +, :5/;+ 6595:* +;+ ;/ //*5+;+ ,6 + >,= ,)=;+,5 ;+ ; =,>/ ,*+

+;5 ,==+5: + 9;+; 6,/ + >,= ,)=;+,5.

4


46/51

".0 APPROPRIATE DATA COLLECTION METHOD #S$ FOR THE STUDY% HOW AND

WHY

3.". R*;/ D;+;8 D;+; C;+)/ I5*+/)-5+8 C,==+,5 M+,9

D;+; ,)=9 +/ 7 /-;/< ,/ *,59;/ 9;+; ,==+9 *6;==< 6,/

+;+ )/,*% >= *,59;/< 9;+; ;/ 9;+; +;+ ; ;=/;9< 75 ,==+9 6,/ *,- ,+/

)/,* #S;)59/* + ;=.8 200&8 . 2!$. D;+; ;+)/ 5*+/)-5+ * + +- )*9 +, ,==+ 9;+;

6,/ ; /*;/ /,?+ #K5+8 200'$. T* ,)=9 7 ; )*+,55;/ ,/ ; /*,5;= 5+/>.

S,)/ ,6 9;+; * >/ ; /*;// :+* + 9;+;. D;+; >/ ,==+9 6/,- /-;/< *,)/*. I

,==+9 /-;/< 9;+; 6/,- )*+,-/* +, 7 ;7= +, +*+ +,* ;5+9 +, /;

-,*+ )*+,-/* ;59 )/.

F,/ +* /*;/8 + 9;+; ;+)/ 5*+/)-5+ )*9 >;* ; )*+,55;/ ;* *5 + *+,5*

;7,. T /;*,5 6,/ +* , ,6 9;+; ;+)/ 5*+/)-5+ >;* 7;)*% 7;*9 ,5 -< /*;/

-+,9 > >;* );5++;+ -+,9% )*+,55;/ >;* + 7*+ >;< +, ,==+ );5++;+

9;+;. T )*+,5* >/ -;9 )59/ =5/ *;=8 5,-5;= ;59 ,/95;= *;=* ;=*, I )*9 ;

4!


47/51

*+/)+)/9 ;59 ; 5,59*:)* )*+,55;/8 >/ + /*,595+* >/ =-+9 >+ +/

;5*>/* ;59 I +,=9 + /*,595+* ;7,)+ + )/,* ,6 + ,==+,5 ,6 9;+;.

B6,/ :5: ,)+ + *)/< +, )*+,-/*8 I ,59)+9 ; ,+ +*+ ,6 2 *)/ + >5+ ;59 ;==,>9 + +, /)5 6,/ +>, >*. T /;*,5 6,/ +* >;* +, * ,> ;*< + >;*

6,/ + /*,595+* +, ;5*>/ + )*+,5* 5 + *)// + *)/< 7)+ *,- ,6 + ICA

;59 FORE( )*+,-/* ,-=;59 ,6 =;5:);:. H5 I +/;5*=;+9 + )*+,55;/* +,

S>9*.

T 9;+; ,==+5: -+,9 ;/9 >+5 + +/ 7)*5** *+,/*. W+ U-\ U5/*+< I >;*

;=*, :5 + ,,/+)5+< +, *59 -< *)/< =5 +, 5+/5;+,5;= *+)95+*. I )*9 ,5=< +

*)/< =5 +, /; + )*+,-/ 7;)* + >;* + *-=*+ -;5* +, ,==+ 9;+; 6/,- +-

+/,): + 5+/5;+,5;= *+)95+ 9;/+-5+. I *5+ ; *)/< =5 6,/ )*+,-/* +, +

5+/5;+,5;= ,66 ,6 U-\ U5/*+< ;59 + =5 >;* *5+ +, ;== + 5+/5;+,5;= *+)95+*.

T *)/< /;5 6,/ +/ -,5+* .. D-7/ +, F7/);/< 2010 ;59 7< +5 I ;9 ,==+9 10'

6==9 )*+,55;/*. W+ ICA8 I ,==+9 -;=* 6/,- )*+,-/* ,6 ICA ]=9- C5+/)-. I

>5+ +, ICA ]=9- C5+/)- ,5 +/ 966/5+ 9;5+ ,5 966/5+ 9;;* +, ;,9 -+5:

*;- *+* ,6 )*+,-/*. W5 I ,==+9 100 -;=* 6/,- + )*+,-/*8 I *+,9 *+5: ICA.

A6+/ + 59 ,6 + *)/< ***,5 +;+ =;*+9 +/ -,5+* D-7/ +, F7/);/< 20108 I ;9

4'


48/51

,==+9 !0 6==9 )*+,55;/*. A* 6,/ F,/ I >;* ;==,>9 +, )*+,55;/* ;+ F,/

7;5 6,/ )*+,-/*. I /5+9 )*+,55;/* ,6 100 E5:=* ;59 100 S>9* +, ;,9 =;5:);:

7;/// ;59 9/,9 ;+ + )*+,-/ 9* > =;*+9 6,/ +/ -,5+* 6/,- D-7/ +,

F7/);/< 2010. B< + 59 ,6 + +/ -,5+* I ;9 !0 6==9 )*+,55;/*.

3.& D;+; C=;55:

W+ + -+,9* I )*9 +, ,==+ + /-;/< 9;+;8 +/ >;* ; /* ,6 :++5: 7;

PRIMARY AND SECONDARY DATA

".1 PRIMARY DATA

T/,): UESTIONAIRES AND INTERVIEWS

UESTIONNAIRES

T== 7 *+/)+)/9 )*+,55;/* /)=;+9 +, +

/*,595+*.

)*+,55;/* >== 7 :5 +, S+;66 ;59 C)*+,-/* ,6 B)*); B; R*,/+

REASONS

S,- ,6 +* /*,595+* ;/ /< 7)*< +;+ +< ;55,+ 7 5+/>9.

T 5;+)/ ,6 +/ >,/ *9)= 9-;59 )*+,55;/* +, 7 ,-=+9 ;+ +/ ,555.

S,- /*,595+* ;=*, /,9 ;)/;+ 56,/-;+,5 ,5 + )*+,55;/8 +;5 >5 +< ;/

75: 5+/>9.

4"


49/51

INTERVIEWS

I5+/>* >== 7 ;9-5*+/9 ,5 S+;66 ;59 C)*+,-/* ,6 B)*); B; R*,/+.

REASONS

D/+ ,5+;+ >+ /*,595+ 6,/ --9;+ 697;.

M,*+ /*,595+* /,9 ;)/;+ 56,/-;+,5 >5 +< ;/ 5 ,5/*;+,5 +;5 >5 +<

;/ ;*9 +, >/+.

Y,) ;5 ;* -,/ )*+,5* 6,/ =;//6;+,5*.

".2 SECONDARY DATA

R*;/ 5*+/)-5+*

THROUGH JOURNALS8 NEWSPAPERS8 WEBSITES8 INTERNET PRIOR TO THE STUDY

.

REASONS

R=;5+ 56,/-;+,5 ;5 7 ,7+;59 6/,- +-

4&


50/51

R6//55:

;,/95: R=9 ;59 M;/<

F:)/ 2.1 S/ =;**6;+,5 ,5+5))- #+;-= + ;=.8 200&$

2.2.0 C)*+,-/ S;+*6;+,5 #CS$

E9>5 N. T,//*8 S/ *+;59;/9 ,6 */ 6,/ + ,+= 59)*+/


51/51

E9>5 N. T,//*8 S/

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