(PDF) Customer Satisfaction in the Hotel Industry

“Evaluate the impact of Customer
satisfaction on the growth and
sustainability of Hotel: A case on Arbor
Hyde Park Hotel”

ACKNOWLEDGMENT
I am grateful to say that conducting a dissertation was a learning curve which helped in
enhancing my knowledge and skills to significant level. I am thankful to all those people who
supported me during my study and guided me to carry out entire course of study. Further, with
constant support and motivation from my mentor I was able to carry out the study in appropriate
manner.

ABSTRACT
Looking at the present condition of hospitality industry of UK it can be said that,
constantly increasing competition has enforced the firm to enhance their level of services and
customer satisfaction in order to either establish in the market or to retain the position for long
period. Furthermore, entire study will focus on evaluating the impacts that customer satisfaction
have on the growth and sustainability of the hotel. Further, the current dissertation is important
from the point of view that it will shed light on the significance of maintaining or constantly
improving customer satisfaction in the hospitality industry. By developing appropriate strategies
related to service rendering process, hotel organisation is able to meet expectations of consumers
which are changed as per the lifestyle and social context of people.
Further, with the help of data analysis section it has been identified that, customers that
has used the services of Arbor Hyde Park Hotel are happy as their expectations has been met as
well as management is able to respond on their queries in effective and efficient manner. But
with increasing competition it is essential for the top level management of Arbor Hyde Park
Hotel to undertake more smart and effective strategies and tactics so that level of customer
satisfaction can be enhanced and future growth and sustainability can be achieved.

TABLE OF CONTENTS
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Study.......................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Aim and Objectives...............................................................................................................2
1.4 Research Questions................................................................................................................2
1.5 Structure of Dissertation........................................................................................................2
Chapter 2: Literature review............................................................................................................4
2.1 Definitions.............................................................................................................................4
2.2 Importance of customer satisfaction in hotel organization....................................................4
2.2 Relation between customer satisfaction with sustainability and growth of hotel
organization.................................................................................................................................6
2.3 Benefits of client satisfaction on the functioning of a hotel organization.............................7
2.4 Conclusion.............................................................................................................................8
Chapter 3: Research Methodology................................................................................................10
3.1 Introduction..........................................................................................................................10
3.2 Research Philosophy............................................................................................................10
3.3 Research Approach..............................................................................................................10
3.4 Research Design..................................................................................................................10
3.5 Data collection.....................................................................................................................11
3.5.1 Primary Research..............................................................................................................11
3.5.2 Secondary Research..........................................................................................................11
3.6 Sampling..............................................................................................................................11
3.7 Data Analysis.......................................................................................................................12
3.8 Ethical Consideration...........................................................................................................12

3.9 Research Limitations...........................................................................................................12
Chapter 4: Data Analysis...............................................................................................................13
4.1 Introduction..........................................................................................................................13
4.2 Analysis of Data..................................................................................................................13
Chapter 5: Conclusion and Recommendations..............................................................................22
5.1 Conclusion...........................................................................................................................22
5.2 Recommendations................................................................................................................22
Chapter 6: Review of Methodology..............................................................................................24
Chapter 7: Personal Reflection......................................................................................................25
References......................................................................................................................................26
Appendix........................................................................................................................................29
Questionnaire.............................................................................................................................29

CHAPTER 1: INTRODUCTION
Topic: “Evaluate the impact of Customer satisfaction on the growth and sustainability of Hotel:
A case on Arbor Hyde Park Hotel”.
1.1 Background of the Study
Satisfied customer is one of the most prior objectives for the companies operating in the
corporate world irrespective to their sector. However, it defines the capability of the
commodities offered by the company meet the expectations of the customers. Particularly in
hotel industry it is very important for the firms to carry out their operations in effective and
efficient manner so that customers can be satisfied as well as their experience can be enhanced.
Looking at the present condition of hospitality industry of UK it can be said that, constantly
increasing competition has enforced the firm to enhance their level of services and customer
satisfaction in order to either establish in the market or to retain the position for long period
(Andrews, 2007). Furthermore, entire study focused on evaluating the impacts that customer
satisfaction have on the growth and sustainability of the hotel. Through the means of this,
researcher aims at evaluating the strategies or tactics employed by the hotels to meet the
expectations of target audience as well as expectations of customers from the hotel industry of
UK so that appropriate recommendations can be regarding future improvements (Geng and Chu,
2012).
1.2 Rationale of the study
The rationale behind carrying out this study is that, considering the present condition of
hospitality industry of UK it can be said that, constantly increasing competition has enforced the
firm to enhance their level of services and customer satisfaction in order to either establish in the
market or to retain the position for long period. Further, the current dissertation is important from
the point of view that it illustrated the significance of maintaining or constantly improving
customer satisfaction in the hospitality industry. In addition to it, there were several expectations
of investigator which makes it more important for him/her to conduct the entire course of study
in effective and efficient manner. Other than this, present study illustrated the different
approaches and methods employed by the companies operating in UK hotel industry to achieve
the customer satisfaction and maintain it for longer sustainability. On the basis of entire study,
researcher provided suitable and reliable recommendations to the selected hotel so that
managerial level people can easily improve the functioning and attain desired results and
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outcomes. At last, piloting this study aids in improving the skills and knowledge of the readers
and learners towards the importance of customer satisfaction in Hotel industry of UK.
1.3 Aim and Objectives
Aim:
The main purpose of carrying out this study is to “Evaluate the impact of Customer
satisfaction on the growth and sustainability of Arbor Hyde Park Hotel”.
Objectives:
In order to achieve the above defined aim it is important for the investigator to develop
suitable and reliable objectives so that each and every aspects of selected topic can be analyzed
and suitable findings can be generated. Following are the objectives of current study:
 To assess the importance of customer satisfaction in hospitality industry.
 To understand the need of meeting customer expectations for the future growth and
sustainability.
 To analyze the benefits of client satisfaction on the functioning of a hotel.
 To recommend suitable strategies and tactics to the senior authorities of Arbor Hyde Park
Hotel for enhancing the level of customer satisfaction.
1.4 Research Questions
These questions create suitable platform for the investigator and helps in carrying out
entire course of study in systematic and reliable manner. Following are the research questions of
the current study.
 What impact does client satisfaction makes on the growth and sustainability of Arbor
Hyde Park Hotel?
 What are the major benefits of customer satisfaction for the Arbor Hyde Park Hotel?
 What strategies could help in improving the level customers’ satisfaction for the cited
firm?
1.5 Structure of Dissertation
In order to carry out a study, it is important for the investigator to follow proper structure
so as to generate desired results and outcomes. Further, in order to present substantial conclusion
and recommendations it is essential for researcher conductor to carry out entire course of study
in systematic manner. Following in the structure that need to be followed:
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 Chapter 1 Introduction: It is the first and foremost section of any dissertation in which
researcher aims at evaluating and understanding the selected topic briefly. Further, there
are several elements of this chapter that helps in evaluating various aspect about the study
such as purpose of the study, aim and objectives, research questions etc (Anisimova,
2013).
 Chapter 2 Literature review: The main purpose of this section is that it assist in
developing suitable and reliable theoretical base for the study on the basis of which
qualitative analysis can be made effectively. Further, in this chapter, thoughts and views
of different scholars, authors etc. has been considered with the aim of making in-depth
understanding about the selected topic.
 Chapter 3 Research Methodology: This is one of the most crucial section of the
dissertation because through the means of this researcher highlights all the tools and
techniques that he/she going to use in order to conduct the study in systematic and ethical
manner. There are various components of this section such as: research design, approach,
philosophy, strategy, data collection, sampling, data analysis and ethical consideration
(Badke, 2012).
 Chapter 4 Data Analysis: Once the data is collected it is important for the investigator to
analyse the data so that desired results and findings can be generated. Thus, it is of great
importance that, investigator should pay proper attention towards this section and carry
out it with the best possible manner.
 Chapter 5 Conclusion and Recommendations: This is the last chapter of the study but
presents the overall understanding of the study. Researcher under this section provide
brief information about the expected and actual results and on the basis of which provides
suitable recommendations so that future scope of the study can be analysed (Bell and
Bryman, 2003).
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