thesis chapter 4 results and discussion example

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Dissertations 5: findings, analysis and discussion: home.

• Results/Findings

Alternative Structures

The time has come to show and discuss the findings of your research. How to structure this part of your dissertation? 

Dissertations can have different structures, as you can see in the dissertation  structure  guide.

Dissertations organised by sections

Many dissertations are organised by sections. In this case, we suggest three options. Note that, if within your course you have been instructed to use a specific structure, you should do that. Also note that sometimes there is considerable freedom on the structure, so you can come up with other structures too. 

A) More common for scientific dissertations and quantitative methods:

- Results chapter 

- Discussion chapter

Example: 

• Introduction
• Literature review
• Methodology
• (Recommendations)

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.

- Discussion chapter. This can have more descriptive/thematic subheadings.

• Case study of Company X (fashion brand) environmental strategies 
• Successful elements
• Lessons learnt
• Criticisms of Company X environmental strategies 
• Possible alternatives

C) More common for qualitative methods

- Analysis and discussion chapter. This can have more descriptive/thematic titles.

• Case study of Company X (fashion brand) environmental strategies 

If your dissertation uses qualitative methods, it is harder to identify and report objective data. Instead, it may be more productive and meaningful to present the findings in the same sections where you also analyse, and possibly discuss, them. You will probably have different sections dealing with different themes. The different themes can be subheadings of the Analysis and Discussion (together or separate) chapter(s). 

Thematic dissertations

If the structure of your dissertation is thematic ,  you will have several chapters analysing and discussing the issues raised by your research. The chapters will have descriptive/thematic titles. 

• Background on the conflict in Yemen (2004-present day)
• Classification of the conflict in international law  
• International law violations
• Options for enforcement of international law
• Next: Results/Findings >>
• Last Updated: Aug 4, 2023 2:17 PM
• URL: https://libguides.westminster.ac.uk/c.php?g=696975

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How to Write a Dissertation Discussion Chapter: Guide & Examples

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Dissertation discussion section is a chapter that interprets the results obtained from research and offers an in-depth analysis of findings. In this section, students need to analyze the outcomes, evaluate their significance, and compare them to previous research. The discussion section may also explore the limitations of the study and suggest further research perspectives.

If you are stuck with your thesis or dissertation discussion chapter, you are in the right place to complete this section successfully. This article will outline our best solutions and methods on how to write the discussion of a dissertation or thesis. We also will share advanced dissertation discussion examples to help you finalize your PhD work.  Feel like academic writing gives you hassles? Remember that you can always rely on academic experts qualified in your field to get professional dissertation help online .

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FAQ About Dissertation Discussion Chapter

1. where does a discussion section go in a dissertation.

Dissertation discussion section is used to go right after the result chapter. The logic is simple — you share your data and then go to the elaboration and explanation of it. Check the sample thesis we provide to students for details on structure.

2. How long should a dissertation discussion chapter be?

It is not a surprise that dissertation discussion chapter is extremely significant for the research. Here you will go into the details of your study and interpret results to prove or not your hypothesis. It should take almost 25% of your work. 

3. What tense should I use in a dissertation discussion?

Thesis or dissertation discussion used to have some rules on using tenses. You need to use the present tense when referring to established facts and use the past tense when referring to previous studies. And check your text before submission to ensure that you did not miss something.

4. What not to include in a dissertation discussion section?

The answer is easy. Discussion section of a dissertation should not include any new findings or describe some unsupported claims. Also, do not try to feel all possible gaps with one research. It may be better to outline your ideas for future studies in recommendations.

Joe Eckel is an expert on Dissertations writing. He makes sure that each student gets precious insights on composing A-grade academic writing.

First and foremost, students need to have a clear understanding of what dissertation discussion is. This is not the same as your results section , where you share data from your research. You are going deeper into the explanation of the existing data in your thesis or dissertation discussion section. In other words, you illustrate practical implications of your research and how the data can be used, researched further, or limited.  What will make your discussion section of a dissertation excellent:

This section should go after research methodology and before the dissertation conclusion . It should be directly relevant to questions posed in your introduction.  The biggest mistake you can make is to rewrite your result chapter with other words and add some limitations and recommendation paragraphs. However, this is an entirely different type of writing you need to complete.

A dissertation discussion section is critical to explaining students’ findings and the application of data to real-life cases. As we mentioned before, this section will often be read right after the dissertation methods . It evaluates and elaborates on findings and helps to understand the importance of your performed thesis research.  A dissertation discussion opens a new perspective on further research on the same field or topic. It also outlines critical data to consider in subsequent studies. In a nutshell, this is the section where you explain your work to a broad audience.

Let’s start your writing journey of this research part with a clear delineation of what it should include and then briefly discuss each component. Here are some basic things you need to consider for an excellent discussion chapter of dissertation :

One of the most commonly asked questions for our experts is how to write the discussion section of a dissertation or thesis. We understand why it can be complicated to get a clear answer. Students often think that this section is similar to the result chapter and just retells it in other words. But it is not so. Let’s go through all steps to writing a discussion in a dissertation, and share our best examples from academic papers.

Writing the discussion chapter of a dissertation is not a big deal if you understand its aim and each component in a text structure. First of all, you need to evaluate how your results help to answer research questions you defined in the beginning. It is not about repeating the result, you did it in previous paragraphs.  However, dissertation or thesis discussion should underline how your findings help to answer the research problem. Start writing from a brief intro by recalling research questions or hypotheses . Then, show how your results answer them or support a hypothesis in your work.

Next part of your discussion for dissertation is to provide a short summary of previous data. But do not respite the same summary paragraphs from results or introduction of a dissertation . Here researchers should be more thoughtful and go deeper into the work’s aims.  Try to explain in a few sentences what you get from running research. For instance, starters usually write the statement that “our data proves that…” or “survey results illustrate a clear correlation between a and b that is critical for proving our working hypothesis…”.  A discussion chapter of your dissertation is not just a fixation on results but a more profound summary connected to research goals and purpose. Here is an example: Summary of Findings Example

The most critical part of a discussion section is to explain and enact the results you’ve got. It is the most significant part of any text. Students should be clear about what to include in these paragraphs. Here is some advice to make this elaboration structured:

Writing a dissertation discussion chapter can be tough, but here is a great sample to learn from. Example of Interpretations in Disssertation Discussion

Here we came to the implications of your findings for the dissertation discussion. In other words, this is a few sentences on how your work is connected to other studies on the same research topic or what literature gap you are going to fill with the data and research you launched. Remember to mention how your study address the limitations you have discovered while writing a literature review .  First, outline how your hypothesis relates to theories or previous works in the field. Maybe, you challenged some theories or tried to define your own. Be specific in this section. Second, define a practical implementation of your work. Maybe, it can support recommendations or change legislation.  Discussion chapter of a thesis is a place where you explain your work, make it valuable, and incorporate additional meaning for some specific data.  Example of Implications in Disssertation Discussion

It is pretty tricky to conduct research without limitations. You will always have some, which does not mean that your work is not good. When you write a discussion chapter in a thesis or dissertation, focus on what may influence your results and how changing independent variables can affect your data collection methods and final outcomes.  Here are some points to consider when you structure your dissertation discussion limitation part:

Critical thinking and analysis can help you to outline possible limitations. It can be the age of the reference group, change of questionnaire in a survey, or specific use of data extraction equipment. Be transparent about what could affect your results.  Example of Complications

Writing a dissertation discussion also makes a connection to possible future research. So, other scientists may complete that. While elaborating on possible implementations of your study, you may also estimate future approaches in topic research.  Here are some points to consider while your discussion in thesis writing:

Example of Recommendations

You are almost done, the last step is to provide a brief summary of a section. It is not the same as a conclusion for whole research. However, you need to briefly outline key points from the dissertation discussion.  To finalize writing the discussion section of a dissertation, go through the text and check if there is no unimportant information. Do not overload the text with relevant data you did not present in the result section. Be specific in your summary paragraphs. It is a holistic view of everything you pointed out. Provide a few sentences to systemize all you outlined in the text. Example of a Concluding Summary in a Dissertation Discussion Section

If we need to share one piece of practical advice, it would be to use thesis or dissertation discussion examples when writing your own copy. StudyCrumb provides the best samples from real students' work to help you understand the stylistic and possible structure of this part. It does not mean you need to copy and paste them into your work.  However, you can use a  dissertation discussion example for inspiration and brainstorming ideas for breaking writing blocks. Here’s a doctoral thesis discussion chapter example.

Before reading this blog, you should already know how to write a thesis discussion. However, we would share some essential tips you need to have in mind while working on the document. 

At this stage, it should not be a question for you on how to write a discussion chapter in a PhD thesis or dissertation. Let’s make it clear. It is not a result section but still a place to elaborate on data and go deeper with explanations. Dissertation discussion section includes some intro, result interpretations, limitations, and recommendations for future research. Our team encourages you to use examples before starting your own piece of writing. It will help you to realize the purpose and structure of this chapter and inspire better texts! If you have other questions regarding the PhD writing process, check our blog for more insights. From detailed instruction on how to write a dissertation or guide on formatting a dissertation appendix , we’ve got you covered.

• clear structure
• practical implication
• elaboration on future work on this topic.
• Brief summary It does not mean copying an introduction section. However, the first few paragraphs will make an overview of your findings and topic.
• Interpretations This is a critical component of your work — elaborate on your results and explain possible ways of using them.
• Implication Research work is not just 100+ pages of text. Students should explain and illustrate how it could be used for solving practical problems.
• Constraints This is where you outline your limitations. For instance, your research was done only on students, and it may have different results with elderly people.
• Recommendations You can also define possible ways of future research on the exact topic when writing a discussion for your thesis or dissertation. Tell readers, for example, that it would be helpful to run similar research in other specific circumstances.
• Identify correlations or patterns in the data for dissertation discussion.
• Underline how results can answer research questions or prove your hypothesis.
• Emphasize how your findings are connected to the previous topic studies.
• Point out essential statements you can use in future research.
• Evaluate the significance of your results and any unexpected data you have.
• What others can learn from your research and how this work contributes to the field.
• Consider any possible additional or unique explanation of your findings.
• Go deeper with options of how results can be applied in practice.
• If results can change in case you change the reference group?
• What will happen with data if it changes circumstances?
• What could influence results?
• Outline questions related to your topic that you did not answer in defined study or did not outline as research questions. There are other possible gaps to research.
• Suggest future research based on limitations. For example, if you define surveyed people’s age as a limitation, recommend running another survey for older or younger recipients.
• Be consistent Your dissertation discussion chapter is a part of bigger research, and it should be in line with your whole work.
• Understand your reader You are writing an academic text that will be analyzed by professionals and experts in the same field. Be sure that you are not trying to simplify your discussion.
• Be logical Do not jump into a new line of discussion if you did not delineate it as a research question at the beginning.
• Be clear Do not include any data that was not presented in the result section.
• Consider word choice Use such terms as “our data indicate…” or “our data suggests…” instead of “the data proves.”
• Use proper format Follow the formatting rules specified by a specific paper style (e.g., APA style format , MLA format , or Chicago format ) or provided by your instructor.

What Is a Dissertation Discussion?

Purpose of a dissertation discussion chapter, structure of a dissertation discussion section, how to write a dissertation discussion chapter, 1. remind your research questions & objectives, 2. sum up key findings, 3. interpret the results, 4. discuss how your findings relate to the literature, 5. mention possible limitations, 6. provide recommendations for further research, 7. conclude your thesis/ dissertation discussion, dissertation discussion example, dissertation discussion writing tips, bottom line on writing a dissertation discussion chapter.

According to the data, implementing the co-orientation theory was successful and can be used for the same circumstances in the future. As we found, most participants agreed with the importance of those theses on the five fundamental reforms. It means that the results identified a successful government work in choosing the messages to communicate about examined reforms. At the same time, the situation is not so favorable with implementing the principles of two-way symmetrical communications. According to the results, people did not feel that the government had a mutual, open, and equal dialogue with the public about the reforms.

Our study underlines the importance of future research on using TikTok for political communication. As discussed above, TikTok is the most commonly used social media platform for many young voters. This means that political discussion will also move to this platform. Our research and typology of political communication content can be used in the future planning of effective political campaigns. For example, we can assume that “play videos” have enormous potential to facilitate complicated topics and provide specific agenda settings. We also identified additional affordances of TikTok used for political communication, such as built-in video editors, playlists for specific topics, a green screen for news explainers, and duets for reflection on news and discussion. It means that these features make TikTok suitable for efficient political communications.

As we pointed out in the literature review, there are few works on using TikTok affordances for political communications, and this topic can be expanded in the future. Government institutions have already understood the importance of this platform for efficient communication with younger audiences, and we will see more political projects on TikTok. That is why expanding research on using TikTok for political communication will be enormous in the following years. Our work is one of the first research on the role of emerging media in war communication and can be used as a practical guide for government's strategic planning in times of emergencies.

Although this study has provided critical first insights into the effects of multimodal disinformation and rebuttals, there are some limitations. First and most importantly, the effects of multimodal disinformation and rebuttals partially depend on the topic of the message. Although fact-checkers reduce credibility of disinformation in both settings, and attitudinal congruence plays a consistent role in conditioning responses to multimodal disinformation, visuals do not have the same impact on affecting the credibility of news on school shootings and refugees.

As we mentioned before, our study has some limitations, as the research was conducted based on data from United State citizens. However, for a better understanding of government communication practices, it would be productive to implement the same research in other countries. Some cultural differences can influence the communication strategies the government uses in times of emergency. Another possible way to examine this topic is to conduct research using a specific period of time. For future studies, it will be beneficial to expand the number of survey recipients. 

To summarize, Airbnb has expertise in communicating CSR and CSA campaigns. We defined their communication strategy about the program for Ukrainian refugees as quite successful. They applied all the principles of CSR communication best practices, used dialogic theory to engage with the public on social media, and created clear messaging on applying for the program. Airbnb examples of CSR communication can be used by other businesses to create a communication strategy for unplanned CSR campaigns. Moreover, it can be further researched how Airbnb's CSR campaign influenced the organizational reputation in the future. 

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• Dissertation
• How to Write a Results Section | Tips & Examples

How to Write a Results Section | Tips & Examples

Published on 27 October 2016 by Bas Swaen . Revised on 25 October 2022 by Tegan George.

A results section is where you report the main findings of the data collection and analysis you conducted for your thesis or dissertation . You should report all relevant results concisely and objectively, in a logical order. Don’t include subjective interpretations of why you found these results or what they mean – any evaluation should be saved for the discussion section .

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How to write a results section, reporting quantitative research results, reporting qualitative research results, results vs discussion vs conclusion, checklist: research results, frequently asked questions about results sections.

When conducting research, it’s important to report the results of your study prior to discussing your interpretations of it. This gives your reader a clear idea of exactly what you found and keeps the data itself separate from your subjective analysis.

Here are a few best practices:

• Your results should always be written in the past tense.
• While the length of this section depends on how much data you collected and analysed, it should be written as concisely as possible.
• Only include results that are directly relevant to answering your research questions . Avoid speculative or interpretative words like ‘appears’ or ‘implies’.
• If you have other results you’d like to include, consider adding them to an appendix or footnotes.
• Always start out with your broadest results first, and then flow into your more granular (but still relevant) ones. Think of it like a shoe shop: first discuss the shoes as a whole, then the trainers, boots, sandals, etc.

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If you conducted quantitative research , you’ll likely be working with the results of some sort of statistical analysis .

Your results section should report the results of any statistical tests you used to compare groups or assess relationships between variables . It should also state whether or not each hypothesis was supported.

The most logical way to structure quantitative results is to frame them around your research questions or hypotheses. For each question or hypothesis, share:

• A reminder of the type of analysis you used (e.g., a two-sample t test or simple linear regression ). A more detailed description of your analysis should go in your methodology section.
• A concise summary of each relevant result, both positive and negative. This can include any relevant descriptive statistics (e.g., means and standard deviations ) as well as inferential statistics (e.g., t scores, degrees of freedom , and p values ). Remember, these numbers are often placed in parentheses.
• A brief statement of how each result relates to the question, or whether the hypothesis was supported. You can briefly mention any results that didn’t fit with your expectations and assumptions, but save any speculation on their meaning or consequences for your discussion  and conclusion.

A note on tables and figures

In quantitative research, it’s often helpful to include visual elements such as graphs, charts, and tables , but only if they are directly relevant to your results. Give these elements clear, descriptive titles and labels so that your reader can easily understand what is being shown. If you want to include any other visual elements that are more tangential in nature, consider adding a figure and table list .

As a rule of thumb:

• Tables are used to communicate exact values, giving a concise overview of various results
• Graphs and charts are used to visualise trends and relationships, giving an at-a-glance illustration of key findings

Don’t forget to also mention any tables and figures you used within the text of your results section. Summarise or elaborate on specific aspects you think your reader should know about rather than merely restating the same numbers already shown.

Figure 1: Intention to donate to environmental organisations based on social distance from impact of environmental damage.

In qualitative research , your results might not all be directly related to specific hypotheses. In this case, you can structure your results section around key themes or topics that emerged from your analysis of the data.

For each theme, start with general observations about what the data showed. You can mention:

• Recurring points of agreement or disagreement
• Patterns and trends
• Particularly significant snippets from individual responses

Next, clarify and support these points with direct quotations. Be sure to report any relevant demographic information about participants. Further information (such as full transcripts , if appropriate) can be included in an appendix .

‘I think that in role-playing games, there’s more attention to character design, to world design, because the whole story is important and more attention is paid to certain game elements […] so that perhaps you do need bigger teams of creative experts than in an average shooter or something.’

Responses suggest that video game consumers consider some types of games to have more artistic potential than others.

Your results section should objectively report your findings, presenting only brief observations in relation to each question, hypothesis, or theme.

It should not  speculate about the meaning of the results or attempt to answer your main research question . Detailed interpretation of your results is more suitable for your discussion section , while synthesis of your results into an overall answer to your main research question is best left for your conclusion .

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I have completed my data collection and analyzed the results.

I have included all results that are relevant to my research questions.

I have concisely and objectively reported each result, including relevant descriptive statistics and inferential statistics .

I have stated whether each hypothesis was supported or refuted.

I have used tables and figures to illustrate my results where appropriate.

All tables and figures are correctly labelled and referred to in the text.

There is no subjective interpretation or speculation on the meaning of the results.

You've finished writing up your results! Use the other checklists to further improve your thesis.

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

In qualitative research , for each question or theme, describe:

• Recurring patterns
• Significant or representative individual responses
• Relevant quotations from the data

Don’t interpret or speculate in the results chapter.

Results are usually written in the past tense , because they are describing the outcome of completed actions.

The results chapter or section simply and objectively reports what you found, without speculating on why you found these results. The discussion interprets the meaning of the results, puts them in context, and explains why they matter.

In qualitative research , results and discussion are sometimes combined. But in quantitative research , it’s considered important to separate the objective results from your interpretation of them.

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• How it works

Chapter 4 – Data Analysis and Discussion (example)

Disclaimer: This is not a sample of our professional work. The paper has been produced by a student. You can view samples of our work here . Opinions, suggestions, recommendations and results in this piece are those of the author and should not be taken as our company views.

Type of Academic Paper – Dissertation Chapter

Academic Subject – Marketing

Word Count – 2964 words

Reliability Analysis

Before conducting any analysis on the data, all the data’s reliability was analyzed based on Cronbach’s Alpha value. The reliability analysis was performed on the complete data of the questionnaire. The reliability of the data was found to be (0.922), as shown in the results of the reliability analysis provided below in table 4.1. However, the complete results output of the reliability analysis is given in the appendix.

Reliability Analysis (N=200)

The Cronbach’s Alpha value between (0.7-1.0) is considered to have excellent reliability. The Cronbach’s Alpha value of the data was found to be (0.922); therefore, this indicated that the questionnaire data had excellent reliability. All of the 29 items of the questionnaire had excellent reliability, and if they are taken for further analysis, they can generate results with 92.2% reliability.

Frequency Distribution Analysis

First of all, the frequency distribution analysis was performed on the demographic variables using SPSS to identify the respondents’ demographic composition. Section 1 of the questionnaire had 5 demographic questions to identify; gender, age group, annual income, marital status, and education level of the research sample. The frequency distribution results shown in table 4.2 below indicated that there were 200 respondents in total, out of which 50% were male, and 50% were female. This shows that the research sample was free from gender-based biases as males and females had equal representation in the sample.

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 income level was divided into four categories. The income values were in GBP. It was found that 13% of the respondents had income ‘up to 30000’, 27% had income between ‘31000 to 50000’, 52.5% had income between ‘51000 to 100000’, and 7.5% had income ‘Above 100000’. This suggests that most of the respondents had an annual income between ‘31000 to 50000’ GBP.

The frequency distribution analysis indicated that 61% of respondents were single, while 39% were married, as indicated in table 4.2. This means that most of the respondents were single. Based on frequency distribution, it was also found that the education level of the respondents was analyzed using four categories of education level, namely; diploma, graduate, master, and doctorate. The results depicted that 37% of the respondents were diploma holders, 46% were graduates, 16% had master-level education, while only 2% had a doctorate. This suggests that most of the respondents were either graduate or diploma holders.

Frequency Distribution of the Demographic Characteristics of the respondents (N=200)

Multiple Regression Analysis

The hypotheses were tested using linear multiple regression analysis to determine which of the dependent variables had a significant positive effect on the customer loyalty of the five-star hotel brands. The results of the regression analysis are summarized in the following table 4.3. However, the complete SPSS output of the regression analysis is given in the appendix. Table 4.3

Multiple regression analysis showing the predictive values of dependent variables (Brand image, corporate identity, public relation, perceived quality, and trustworthiness) on customer loyalty (N=200)

Predictors: (Constant), Trustworthiness, Public Relation, Brand Image, Corporate Identity, Perceived Quality Dependent Variable: Customer Loyalty

The significance value (p-value) of ANOVA was found to be (0.000) as shown in the above

table, which was less than 0.05. This suggested that the model equation was significantly fitted

on the data. Moreover, the adjusted R-Square value was (0.897), which indicated that the model’s predictors explained 89.7% variation in customer loyalty.

Furthermore, the presence of the significant effect of the 5 predicting variables on customer loyalty was identified based on their sig. Values. The effect of a predicting variable is significant if its sig. Value is less than 0.05 or if its t-Statistics value is greater than 2. It was found that the variable ‘brand image’ had sig. Value (0.046), the variable ‘corporate identity had sig. Value (0.482), the variable ‘public relation’ had sig. Value (0.400), while the variable ‘perceived quality’ had sig. value (0.000), and the variable ‘trustworthiness’ had sig. value (0.652).

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Hypotheses Assessment

Based on the regression analysis, it was found that brand image and perceived quality have a significant positive effect on customer loyalty. In contrast, corporate identity, public relations, and trustworthiness have an insignificant effect on customer loyalty. Therefore the two hypotheses; H1 and H4 were accepted, however the three hypotheses; H2, H3, and H5 were rejected as indicated in table 4.4.

Hypothesis Assessment Summary Table (N=200)

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.

Cross Tabulation Analysis

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.

Cross Tabulation of Gender against Customer Loyalty

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.

Cross Tabulation of Age Group against Customer Loyalty

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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Cross Tabulation of Annual Income against Customer Loyalty

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.

Cross Tabulation of Marital Status against Customer Loyalty

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.

Cross Tabulation of Education Level against Customer Loyalty

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.

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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.

Summary of the Findings

• The brand image was found to have a significant positive effect on customer loyalty. Therefore customer loyalty is likely to increase with the increase in brand image.
• The corporate identity was found to have an insignificant effect on customer loyalty. Therefore customer loyalty is not likely to increase with the increase in corporate identity.
• Public relations was found to have an insignificant effect on customer loyalty. Therefore customer loyalty is not likely to increase with the increase in public relations.
• Perceived quality was found to have a significant positive effect on customer loyalty. Therefore customer loyalty is likely to increase with the increase in perceived quality.
• Trustworthiness was found to have an insignificant effect on customer loyalty. Therefore customer loyalty is not likely to increase with the increase in trustworthiness.
• The female customers were found to be more loyal customers of the five-star hotel brands than male customers.
• The customers of age from 36 to 60 years were more loyal to their hotel brands than the customers of age from 20 to 35 and above 60.
• The customers who had annual income from 31000 to 50000 were more loyal customers of their respective hotel brands than those who had an annual income level of less than 31000 or more than 50000.
• The married respondents had more customer loyalty than unmarried customers, towards five-star hotel brands of the UK.

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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