CHAPTER THREE
RESEARCH METHODOLOGY
3. Introduction
This chapter provides a detailed explanation of the research methodology to be employed in
assessing the customer handling practices at Abebech Metaferia Hotel in Ambo town,
Ethiopia. It outlines the research design, approach, data sources, data collection techniques,
sampling strategies, data analysis procedures, reliability, validity, and ethical
considerations. These methodological choices are justified based on theoretical reasoning,
statistical reliability, and alignment with the study's objectives, ensuring the rigor, accuracy,
and credibility of the research.
3.1 Description of the Study Area
This proposed study will be conducted in Ambo Town, located approximately 114
kilometers west of Addis Ababa in the Oromia Regional State of Ethiopia. Ambo is known for
its natural mineral springs and growing tourism industry. The town’s economy is driven by
agriculture, trade, education, and tourism. Abebech Metaferia Hotel serves a diverse
clientele including local officials, tourists, and business travelers, making it an ideal location
for examining customer handling practices.
3.2 Research Design
The study adopts a correlational research design suitable for examining relationships
between customer handling practices and customer satisfaction without manipulating
variables. This design enables the identification of significant associations among factors
such as staff training, service personalization, and complaint resolution.
3.3 Research Approach
A mixed-methods approach integrating both quantitative and qualitative strategies will be
used. Quantitative data will be collected via structured surveys to measure satisfaction
levels, while qualitative data will be obtained through semi-structured interviews with staff
and guests. This integration enhances validity through triangulation and provides a
comprehensive understanding of customer handling effectiveness.
3.4 Data Type and Data Sources
The study will rely on primary data collected from hotel guests and staff using surveys,
interviews, and document analysis. Guest surveys will provide measurable insights into
satisfaction, while interviews will capture detailed feedback about service delivery.
3.5 Population and Sample Size
3.5.1 Sample Size
The target population includes all guests staying at Abebech Metaferia Hotel during the data
collection period. Using Cochran’s formula, a sample size of approximately 333 respondents
will be selected for the survey.
3.5.2 Sampling Technique
A simple random sampling method will be used for guest surveys to ensure
representativeness. Purposive sampling will be used for interviews to select participants
with relevant experiences.
3.6 Method of Data Analysis
Quantitative data will be analyzed using SPSS for descriptive and inferential statistics such
as regression analysis and ANOVA. Qualitative data will be analyzed using thematic analysis
with NVivo software to identify key themes.
3.7 Reliability and Validity
Reliability will be tested using Cronbach’s Alpha, where values above 0.7 indicate
acceptable internal consistency. Validity will be ensured through expert review, factor
analysis, and pre-testing of the instruments.
3.8 Ethical Considerations
Ethical principles such as informed consent, voluntary participation, confidentiality, and the
right to withdraw will be upheld. All participants will be informed of the purpose and
confidentiality of the study.
3.9 Time and Cost Budget Plan
3.9.1 Work Plan
SN Task to Be Time Frame Remarks
Performed (Months)
1 Preparing the January
research proposal
and submitting to
the department
2 Securing permission January
from Abebech
Metaferia Hotel and
stakeholders
3 Designing data January
collection tools
(questionnaires,
interview guides)
4 Preparing for February
fieldwork (logistics
and coordination)
5 Data collection February–March
(interviews,
surveys, and
document reviews)
6 Data cleaning, March–April
processing, and
analysis
7 Drafting and April–May
interpreting
research results
8 Submitting the May Final Report
research report Submission
9 Presenting and June Departmental
defending research Defense
findings
3.9.2 Budget Plan
Total Estimated Budget: 6,375 ETB