A study of improving customer satisfaction and retaining loyal customers within hotel business
Added on 2020-06-04
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A study of improvingcustomer satisfaction andretaining loyal customers withinhotel business
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................1Overview......................................................................................................................................1Rationale of the research.............................................................................................................2Aim of the research......................................................................................................................2Objectives of the research............................................................................................................2Research questions.......................................................................................................................3Potential Significance of the study..............................................................................................3Limitations of the research..........................................................................................................4Dissertation structure...................................................................................................................5CHAPTER 2: LITERATURE REVIEW.........................................................................................62.1 Introduction............................................................................................................................62.2 Importance of customer satisfaction......................................................................................62.3 Factors which are significant for customer satisfaction at hotel............................................82.4 Identification of the problems faced by hotels in satisfying customers.................................92.5 Evaluation of the problems faced by hotels in satisfying customers...................................11CHAPTER 3: RESEARCH METHODOLOGY...........................................................................133.1 Introduction..........................................................................................................................133.2 Research philosophy............................................................................................................133.3 Research approach...............................................................................................................133.4 Research technique..............................................................................................................143.5 Research design...................................................................................................................153.6 Data collection.....................................................................................................................153.7 Data analysis........................................................................................................................163.8 Ethical consideration...........................................................................................................163.9 Validity and reliability.........................................................................................................17CHAPTER 4: ANALYSIS AND EVALUATION........................................................................184.1 Introduction..........................................................................................................................184.2 Thematic analysis................................................................................................................18CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................245.1 Conclusions..........................................................................................................................24
CHAPTER 1: INTRODUCTIONOverviewCustomers are considered to be the biggest asset of any organization. It not only assists abusiness in achieving its framed objectives but also helps in strengthening the organization to thecore. It leads the company towards success (Blut and et.al., 2015). It helps in ascertaining thatwhether the framed strategies of the company are able to fulfil the requirements and desires ofthe customer or not. One of the main aspect of achieving customer satisfaction is havingeffective strategies of serving customer prepared through the customer’s perspective. Anotherimportant aspect of customer satisfaction is satisfaction and contentment of the employees. Achunk of satisfied employees is able to deliver better services to its customer ultimately leavingthem happy and content with the kind of deliverables received (Zablah and et.al., 2016). Hotel industry is one sector in the country which is very competitive. The competitionlevel in the market demands extra ordinary services from the side of service providers so as toenhance the market share. It also helps in building competitive advantage over other companiespresent in the market (Sengupta, Balaji and Krishnan, 2015). In that scenario, better marketingpractices being framed by the top-level management can help in serving the purpose in the mosteffective manner. In the today’s world, hotels not only cater to the requirement of having ashelter, that is, accommodation and food. but is able to serve more than that, such as,personalized services. Other operational services of hotel include, housekeeping, security, foodand beverage division, etc. Travel and tourism sector is considered to play a major role indevelopment of hotel industry in the country. Since, majority of the profits by this sector isachieved by tourism and tourist visiting the country. Researcher states that 4% of the total GDPis received through hospitality industry of UK (Saeidi and et.al., 2015). There are approximately9.6 thousand hotels that are operating in UK in 2016. Moreover, the statistics is constantlyincreasing since 2008 in the country. In order to survive in this competitive market, it becomesimportant for the organization to come up with the strategies that can capture large number ofmarket towards it. Moreover, product differentiation is one strategy that is used by theorganizations so that customer can prefer one hotel over other (Orel and Kara, 2014).Another important aspect of hotel industry that can be analysed is that of customerretention. When a customer arrives in a hotel, it becomes important for the management to givelong lasting experience so that they can be chosen over other hotels for the next time as well.1
Customer retention hence become an important aspect to retain its customers for longer period oftime and make them loyal towards a particular brand (Gera and et.al., 2017). The present dissertation on study of improving customer satisfaction and retaining loyalcustomers within hotel business will be able to research over the subject title in depth generatingbetter recommendations for the companies who are dealing in this sector. Rationale of the researchIt is important for any study to hold certain importance so that adequate output and benefitcan be generated out of it. The present study focusses on addressing the requirement of customersatisfaction and retaining loyal customers within a hotel business. The findings of the study willhelp in supporting and identifying various strategies that can be used by the hotel-orientedorganization so as to improve their satisfaction and retention level. Government is currentlyfocusing on strengthening the tourism sector as majority of the input in total Gross DomesticIncome happens to be contributed by tourism and hospitality sector of the country. Anotherpurpose of conducting this research is that researcher is not well versed with the concept ofcustomer satisfaction and retention. The present research will help in strengthening theseconcepts and help the researcher academically as well.Another important aspect of the present research is that it will also help in addressing theissues that are presently faced by the hotels currently which is ultimately affecting its revenueand economic growth aspects to the core (Han and Hyun, 2015). In this manner betterrecommendations can be provided to the hotels so as to improve their strategies being preparedby them with the aim to attract large number customers towards it. Hence, the present researchwill be able to serve adequate amount of purposes through its objectives. Aim of the researchThe aim of present research is “A study of improving customer satisfaction and retainingloyal customers within hotel business: A case study on Marriott.”Objectives of the researchBased on the above aim, following objectives can be formulated:To assess the factors which are significant for customer satisfaction at hotel Marriott.To identify the problems faced by Marriott in satisfying customers.To evaluate the needs of employee satisfaction in regard to deliver better customerservices in Marriott hotel.2
To give recommendations for improving customers satisfaction at hotel Marriott.Research questionsBased on the framed objectives, following research questions can be formulated for thepresent research:What are the factors which are significant for customer satisfaction at hotelMarriott?What are the problems faced by Marriott hotel in satisfying customers?What are the needs of employee satisfaction in regard to deliver better customerservices in hotel Marriott?What are the recommendation that can be given to Marriott for improvingcustomers satisfaction at hotel?Potential Significance of the studyIt is important for any organization which is involved in hotel industry to understand therequirements of the customers. Studies have stated that satisfaction of the customer is theoutcome of marketing activities being prepared and presented to the customers by theorganization (Ennew, Binks and Chiplin, 2015). In order to improve profits and market share inthe competitive market, customer satisfaction is considered to be the major concern. However,some of the organization are not aware of the strategies that can be used by them to serve thispurpose. In that scenario, display of adequate knowledge with respect to the subject matter canhelp in delivering the best to them. The present study can come to rescue at that time and servethe purpose of delivering adequate amount of knowledge regarding customer satisfaction andretention.Further, the present research holds adequate amount of importance of employeesatisfaction at the workplace as well. Since, it can be ascertained that a satisfied employee is ableto deliver better services to its customer than the unsatisfied one. Hence, it become important forthe organizations to ensure that adequate amount of attention is given to employees so that thebest service can be delivered by them. The present study will be able to present effectivearguments which can prove the importance of employee satisfaction in better deliverables to theclient (Agnihotri and et.al., 2016). Another significant aspect that will be covered in the dissertation is various factors thatleads to client’s dissatisfaction. Rather than knowing what is appreciated by the client, it is3
important to ascertain what is not appreciated by the client (Martinaityte, Sacramento and Aryee,2015). It helps in preparation of better strategies with the motive to attract large number ofcustomers towards it. The present study will be able to serve this purpose in an effective mannerso that better strategies can ultimately be recommended to the organizations of hotel industry.Hotel industry is a dynamic sector that require changes in its strategies as per the changingscenario of the customers. The trends, tastes and preferences being preferred by the customerrequires adequate research based on which actions can be taken by the organization. It alsoensures that the entity will be able to keep its market share high further leading to growth andstability in the revenues as well. To cope up with this aspect of the results, it is important toconduct a study that can help in enhancing the present strategies that are being followed by theorganizations belonging to this industry. Moreover, the research is also significant enough inascertaining the current trends of the market regarding customer satisfaction that can ultimatelylead to their retention for longer period of time as well. In the end, it can be stated that, it isimportant and significant for the researcher to conduct the research on the stated topic. Limitations of the researchNo study can be perfect in every way and hence have to face certain constraint that may ormay not affect the ultimate results of the research. There are various limitations that are attachedto the present study that can be faced by the researcher while conducting it. Some of the commonconstraints are mentioned below:Time: Duration is the biggest constraining factor since a specific duration is assigned toconduct the task. In that case, it becomes difficult for the researcher to give adequate time toeach and every task involved in the research. It leads to deviations in the results ultimatelyaffecting the overall conclusion and recommendation aspects of the subject matter. Budget: A specific budget is assigned to the research so that all the aspects of the study arecovered in particular finances being assigned to each task. It can lead to bring discrepanciesin the results due to not conducting certain activities that can be out of the financial budget. Lack of availability of reliable data: Lack of availability of reliable data limits the scope ofthe research. It is considered to be the significant obstacle for the research. There can becertain data in the research which may not be reliable and some may not have been reacheddue to restricted time and budget constraint. 4
Fluency in the language: It is difficult to understand the language of the research paperwhich may not be in the native or basic English language of the research. It may becomedifficult to analyse them. Hence, in that case, it can act as a barrier in reaching to an effectiveand meaningful results.Lack of time to study the previous researches: Customer satisfaction is a broad topic andmay require adequate amount of time to explore the consequences of the previous research.The meaningful data may be miss out due to these available constraints with the researcher. Dissertation structureIt is important to have a proper structure to the dissertation so that adequate amount ofinformation and knowledge can be collected by the reader while going through the document.Hence, the below format of dissertation will be followed by the research in this regard:Chapter 1: Introduction: It is the first and foremost chapter of the dissertation. It helps indefining the aims and objectives of the research chosen by the research. Moreover, it is alsohelpful in ascertaining the rationale and significance of the research. Chapter 2: Literature review: It is another important chapter of the research where researchthat has already been conducted by the researcher is analysed. It helps in ensuring that righttype of reliable data is adopted in the present research.Chapter 3: Research methodology: This chapter plays a vital role in the research whereresearch design, philosophy, data collection methods, etc, are ascertained. The chapter is alsohelpful in carrying out the research in effective manner so that appropriate conclusion can beattained and recommendations can be extended. Chapter 4: Analysis and Evaluation: This chapter helps in analysing the data that has beencollected from the secondary research and ascertaining the results based on it. It also helps inensuring that effective results are presented to the readers in the end.Chapter 5: Conclusion and recommendations: It is the last and the most important chapterof the research which carries the overall crux of the report. Moreover, it concludes the resultsof aims and objectives being framed. Furthermore, the chapter will also present therecommendation that can be extended to the readers of particular industry for effectiveimplementation of the strategies. 5
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