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The Case Study of Hilton - Employee Behavior Assignment

   

Added on  2020-01-28

21 Pages5319 Words452 Views
RESEARCHPROJECT1
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TABLE OF CONTENTSCHAPTER 1: INTRODUCTION.........................................................................................................31. Scope and focus of the research....................................................................................................32. Aims and objectives of research...................................................................................................3Research questions...............................................................................................................................43. Summary of chapters....................................................................................................................4CHAPTER 2: LITERATURE REVIEW..............................................................................................6CHAPTER 3: RESEARCH METHODOLOGY..................................................................................93.1 Introduction................................................................................................................................93.2 Research design..........................................................................................................................93.3 Data collection methods.............................................................................................................93.4 Sampling.....................................................................................................................................93.5 Data analysis.............................................................................................................................103.6 Ethical issues............................................................................................................................103.7 Limitations................................................................................................................................10CHAPTER 5: COMPANY/INDUSTRY BACKGROUND...............................................................11QUESTIONNAIRE............................................................................................................................12DESCRIPTIVE INFORMATION..................................................................................................12CHAPTER 6: FINDINGS..................................................................................................................14CHAPTER 6: DISCUSSION AND CONCLUSION.........................................................................17REFERENCES...................................................................................................................................182
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CHAPTER 1: INTRODUCTION Topic: Impact of employee behaviour on customer satisfaction and loyalty- The case study ofHilton1. Scope and focus of the researchIn the present era, competition in the hospitality industry is increasing with the very highpace. In this, customers prefer to stay in the hotel who offers high quality services to the customersat the affordable price. There is high impact of employee behaviour on the customer satisfaction. AsHilton is the service industry so the satisfaction of the customers depends upon the services whichare rendered to them by their staff. It is not always possible for the satisfied customer to becomeloyal for the hotel (Absar And et.al., 2012). Loyalty is the last aspect which can be achieved if thehotel is giving constant consistently good services to satisfy their customers. In the serviceorganization all the aspects regarding the satisfaction and the loyalty is depended on the staff whichis working in the hotel. In the competitive environment the services which are given by the hotel aresame but how they are presented in from of the customers are different. There are several factors which impact the customer satisfaction and help them to becomeloyal for the organization. But in this, the most important is the employee behaviour as well asattitude towards the guests who are visiting the hotel. In the hospitality industry, the major problemswhich are witnessed by the customer are through the attitude and behaviour of the staff(Bhanugopan And et.al., 2013). In the Hilton hotel, saw the declining in their sales in the peakseason when they were fully packed with their guest. This was the most discouraging factor forthem. But through the investigation it was analyzed that this was due to the unethical behaviour ofthe employees towards their staff. The researcher will investigate the impact of behaviour of theemployees on customer satisfaction as well as developing loyalty for the hotel. Further, it issignificant for the researcher to know about this aspect as it will assist them in identifying the majorfactor which helps in increasing the profitability of the Hilton hotel. Findings and outcomes of thepresent study are highly significant which will help another researcher in conducting their study inan effectual manner. Thus, the present study will provide academic framework to other researcher toconduct their study effectively (Darrag and et.al., 2010).2. Aims and objectives of researchResearcher aims to investigate the impact of employee behaviour on customer satisfactionand loyal in Hilton hotel3
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To understand the impact of employee behaviour on customer satisfaction and loyaltyin Hilton hotelTo understand the link between employee behaviour on customer satisfaction andloyalty in Hilton hotelTo analyze the importance of employee behaviour on customer satisfaction and loyaltyTo recommend the ways for enhancing customer satisfaction and making them loyal inHilton hotelRESEARCH QUESTIONS 1.What is the impact of employee behaviour on customer satisfaction and loyalty in Hiltonhotel?2.What is the link between employee behaviour on customer satisfaction and loyalty in Hiltonhotel?3.Why employee behaviour is important in satisfying the customer of the Hilton hotel?4.What are the other ways through which customer satisfaction can be increased and becomeloyal for the Hilton hotel?3. Summary of chaptersChapter 1: IntroductionIn the first chapter, researcher states the background, rationale, scope and significance of thestudy. Besides this, it also contains aims and objectives which help researcher in conductingresearch in the right direction. Chapter 2: Literature reviewIn this section, researcher will critically evaluate secondary data sources such as books,journals and research papers by taking into consideration the benefits and drawbacks of researchissue. It develops deeper understanding among the researcher and thereby, enables him or her topresent the fair view of research issue or problem (Merriam and Tisdell, 2015). Chapter 3: MethodologyIt includes the type of investigation which researcher will be carried out to assess thesolution of problem. Research methodology includes the approach and philosophy which researcherwill use to carry out their study. In addition to this, it also entails the ways or techniques whichresearcher will undertake to collect and analyze the data.Chapter 4: Company background / Industry backgroundIn the 4th chapter, researcher will provide information about the background of Hilton hotelwho offer luxurious stay facility to the customers in UK. Through this, researcher is become able to4
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assess the impact of employee behaviour on customer satisfaction and loyalty in hospitalityindustry. Chapter 5: FindingsIn this chapter, researcher presents the findings of research by analyzing the data with thehelp of suitable tools and techniques. This chapter helps in finding the solution of research issue.Chapter 6: Discussion and conclusionThis chapter concludes the findings of whole research program and thereby, presents theoutcome of research issue. It also includes recommendations which help Hilton in achieving successin the future. 5
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CHAPTER 2: LITERATURE REVIEWLiterature review may be defined as a process through which the researcher reviews theinformation with the help primary and secondary research. In the secondary research books, journal,research papers are evaluated to collect the data on the topic. Further, literature reviews provides thedeeper insight on the topic regarding various areas which can affect the customer satisfaction. Withthe help of this, the researcher will effectively able to conduct the analysis. According to the HanAnd et.al., 2013, it states that employee behaviour is one of theimportant aspect which impacts the customer satisfaction and helps in developing loyalty towardsthe Hilton hotel. In case of the Hilton hotel, it is successful because of the services which areprovided by them. With the help of the services it has made the customers loyal towards their hotel.It has been seen that the employee behaviour is not persistent and does not remain unchanged. Itchanges with the situation in which it is dealing (Hurwitz and Hurwitz, 2009). So it is important forthe staff to provide appropriate service and show ethical behaviour towards the customers. In theservice industry the things which matters a lot is the attitude of the staff towards their services andthe guests. So it is important for the hotel to control and monitor the behaviour of the employees.With the situation the attitude changes but to remain consistent it is significant for the Hilton hotelto provide them training and make them experience different situations. They will come to know ashow they will have to react in different situations.According to Trappey and Ho, 2002 it says that customer gets satisfied only because if it isgetting the service in against of the value which it is providing. The basic aim the guest visits thehotel is because they want to relax and enjoy their time. So it has become important for theemployee to treat them effectively so that their major aim gets fulfilled. There is direct link betweenthe customer satisfaction and the employee behaviour. It is seen that the employee can only satisfytheir customer if they are satisfied with their services which are given by the Hilton hotel (Sims,2007). So the Hilton hotel should first render effective services to their employees so that thepositivity their behaviour can be shown to the customers. According to González, 2004 it isnecessary for the Hilton hotel to make appropriate policies and procedures and provide them withproper salary so that they can become satisfied. Further there are various factors which help to makethe employee satisfied. As it is rightly said that customers are satisfied with the way of servicewhich are provided by the staff. On the other hand, there are some of the guests who visit the hotelbecause the staff are cooperating and assist them in many of the things which are beyond their6
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