case study on Marriott Hotels Assignment
Added on 2019-12-18
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DISSERTATION1
ACKNOWLEDGEMENTI am very grateful to my mentor who has offered me great support to the overall learningprocess. I am thankful that professor has provided me good knowledge and effective support forconducting study effectively. It is my pleasure that my colleagues and friends, that they haveguided me at ever step of thesis. It has motivated me to complete the thesis to gain betterknowledge about the subject. In the series I would also like to state special thanks to my teammembers who have assisted in collecting data and in analyzing it further. 2
PREFACEBeing a part of module, the information about the research style has been gained. Everyhospitality firm is also being considered as competitive sector. Service quality standardsunderstanding is significance because it allows to attain diverse knowledge about the subject. Incurrent project number of detailed information is being shared in respect to research methodsemployment. Diverse standards of service quality improvement are being referred effectively sothat long term goals and objectives can be accomplished effectively.3
ABSTRACTService quality within its contemporary conceptualization is considered as comparison ofperceived expectations of service with the perceived performance. Such conceptualization inrelation with the service quality has its origin in the expectancy -dis confirmation paradigm. Thehospitality sector business are committed to bring improvement in the quality of service for thesake of increasing competitiveness. This assist in development and maintaining of customerrelationships. In the present thesis on impact of service on satisfaction among the customers theresearcher has adopted both the primary and secondary data for the collection of requisiteinformation. The present report that greater number of customers believes that they have visitedthe hotel for 3- 4 times. This reflects that customer are being loyal to the firm and this alsopresents that service quality of the firm is effective to a greater extent. Along with this it hasbeen inferred that company has modern looking equipment. The customers believe such due tothe reason that firm makes use of modern technology in offering the services to the customers.There is existence of several customers who believes that there is safety in transaction with thehotel. They feel so because of the reason that the hotel can the information of its customersconfidential and do not allow anyone to have access of the information. 4
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CHAPTER- 1 INTRODUCTION1.1 OverviewCustomer satisfaction signifies the association among the customers and service providerthat whether they are happy to use the services of hotel or not. It can give positive or negativeimpact to organisation to fulfil their targets with in time period. Customer services with thesatisfaction of services which are provided by the hospitality industry was created by five qualitycomponents. These are reliability, assurance, responsiveness, empathy and tangibles. Tangibles – In hospitality industry it can refer as information and communicationtechnology equipments. As tangibles are those things which can be touches and came inphysical existence. The organisation has to render services to their customers in qualitywhich assess in these tangibles.Reliability – The managers in hospitality industry has to provide the services which arecommitted. These services should be provided truthfully and consistently (Khan andFasih, 2014). Through this the customers will trust on the services truly which areprovided by them.Assurance – It develop the knowledge which are presented by the personnel in offeringbetter services to target market. It allows to have better ability and improve trust andconfidence with the customers. Empathy – This means that the managers of hospitality industry have to take care ofcustomers and given them attention to satisfy their wants and desires. They have to hearthe problems of customers and provide them a appropriate solutions which are concernwith their demands.Responsiveness – In hospitality industry, the manager have to reply time to time to theircustomers regarding their issues. Through this the customers can enjoy the services andshare the experience with others.The customer satisfaction is an attribute which are create by them in comparing theirpurchase expectation that what they receive from the products and services which are offering bythe company (Kadir, Rahmani and Masinaei, 2011). There are uncontrollable factors which givehe good or bad experience with the company. If hospitality industry are providing the quality ofservices to customers then it can became difficult for them retain in market for a long period of6
time. For measuring the impact of level of customer satisfaction regarding the purchase and re-use of products and services contained some criteria and these are.Satisfaction – This perception is develop by the customers that products or services areacceptable or tolerable. The manager has to provide the quality of services so thatcustomers can accept that in easy way. Through this the hotel can retain for a long periodof time and run their organisation successfully. Content – If the features of goods and services which are offered by the hospitalityindustry will give the customers experience good and benefits to organisation.Relived – The negative impact in terms of using the goods and services which are offeredby the organisation will state the negative image in customers mind (Santouridis andTrivellas, 2010).Novelty – The new products and services which are introduced by the organisation willbring a freshness and excitement in customers. It will give positive impact to providequality of services to them.In the present thesis that aims at impact of service quality on customer satisfaction theorganization that is being taken is JW Marriott Hotels. The firm is luxury hotel chain that isconsidered as the brand of Marriott international. The firm is being named after John WillardMarriott. The company is competing with the brands that is comprised of Westin by Starwood aswell as Conrad by Hilton and towards a growing aspects, luxury brands like four seasons, RitzCarlton and Park Hyatt are also owned by Marriott international only. 1.2 Rationale for the studyConsumers satisfaction plays an essential protagonist in the accomplishment of anassociation. The satisfaction level of the customers directly depends on the services offered by acompany. In the hospitality industry, superior services play an indispensable function becauseorganizations can offer the same. It has direct impact on the positioning of the company.Whereas, in order to have understanding in regard to quality services the businesses can focusover customers satisfaction level. It allows to have better understanding of needs so thatorganization can design better strategies. If both the things are on the equal level, then it can bedefine as quality services. As a result, this projection is dwell of literature review which willexplicate the content and thoughts of various writers concerning the considered topic. However,7
the present thesis is prepared with the consideration of Marriott which is one of the leadinghotels of UK.1.3 Research aim and objectiveAim: “To assess the impact of service quality on customer satisfaction within hospitalityindustry: the case study of JW Marriott Hotels”. Research objective:To understand the perspective of service quality in Hospitality industry.To examine the factors contributing the services quality in hospitality industryTo evaluate the significance of consumer satisfaction in hospitality industryTo determine the impact of service quality on customers satisfaction in the hospitalityindustry.1.4 Research objectivesWhat are the factors contributing the services quality in Marriott Hotel?How does service quality affect consumer satisfaction in Marriott Hotel? 1.5 Significance of the studyThe present dissertation is effective in assessing the influence of provision excellence oncustomer fulfilment within hospitality business. It act as an aid in achieving in-depth knowledgeregarding understanding impact of service superiority on degree of fulfilment among thecustomers. The significance of present dissertation has been stated as under:It assists the academicians in conducting the PH.D. Further, present dissertation providehuge knowledge regarding the feasibility of service quality in enhancing the satisfactionamong the customers.In addition to this there is greater importance of present dissertation for the organizationthat are operating under hospitality industry. The firm can achieve knowledge regardingthe feasibility towards offering suitable quality service in order to improve customer'slevel of satisfaction. The present study is important for philosophers as it replicates advanced informationregarding the implements that can be fulfilled in the investigation. 8
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