Case Study of Hilton Hotel (pdf)
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Added on 2019-12-03
Case Study of Hilton Hotel (pdf)
Added on 2019-12-03
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RESEARCH PROJECT
SUMMARY The present report is based on the case study of Hilton hotel which is an internationalchain of full service hotels and resorts. They are providing both business travel and leisuretravel with major locations as well as major city centres. Hilton branded hotels across the world in 78 countries across six major continents.They are providing luxury leisure services to their customers and attract them by deliveringquality services. Further, this study clearly presents the impact of delivering quality serviceson the brand loyalty of company.It has been concluded that hospitality industry is one of the fastest growing industryand they are try to adopting several strategies through which they can provide high qualityservices to their customers. Due to these factors, most of the hospitality firms are takingseveral measures such as consistent as well as reliable services and responsiveness towardsthe customer’s expectations. These are the major factors which must be taken intoconsideration and helps in attracting huge base of customers.
TABLE OF CONTENTSINTRODUCTION.................................................................................................................................1OVERVIEW OF THE STUDY.............................................................................................................1IMPORTANCE OF THE STUDY........................................................................................................2LITERATURE REVIEW......................................................................................................................2RESEARCH METHODOLOGY..........................................................................................................6Introduction.......................................................................................................................................6Research Approach............................................................................................................................7Research Philosophy..........................................................................................................................7Research Design................................................................................................................................7Data Collection..................................................................................................................................8Sampling............................................................................................................................................9Data Analysis....................................................................................................................................9TIME PLAN........................................................................................................................................10Questionnaire...................................................................................................................................13QUESTIONNAIRE.............................................................................................................................13PRELIMINARY RESULTS FOR INTERPRETATION.....................................................................14DISCUSSIONS AND FINDINGS......................................................................................................16Responses of managers....................................................................................................................17CONCLUSION...................................................................................................................................18RECOMMENDATION.......................................................................................................................18AREAS FOR FUTURE RESEARCH.................................................................................................18REFERENCES....................................................................................................................................19
INTRODUCTION According to Davidson (2003) one of the most important parts of any organization aretheir consumers. They are the key player of any company through which firms can expandtheir market share and easily enhance their profit margin. One of the most crucial tasks forany firm is to provide high quality services to their customers. It helps them in gainingcustomer loyalty and making them repeat purchasers of their firm.Hernon and Whitman (2001) stated that hospitality industries are the fastest growingindustry where needs and demands of customers are increasing day by day. People are highlyinclined towards the leisure services in which they can spend their holidays as well asbusiness trips with full and advanced quality services. According to () a strong customerservice is a valuable asset in today’s high tech oriented as well as increasingly impersonalbusiness world. According to Angoujard (2005) good customer service is the lifeblood of hospitalityfirms and they can easily attract huge base of customers on the basis of delivering qualityservices. Further, the present report is based on the case study of Hilton hotel which is aninternational chain of full service hotels and resorts. They are providing both business travel and leisure travel with major locations as wellas major city centres. Hilton branded hotels across the world in 78 countries across six majorcontinents. They are providing luxury leisure services to their customers and attract them bydelivering quality services. Further, this study clearly presents the impact of deliveringquality services on the brand loyalty of company (Noone, Namasivayam and Tomlinson,2010). Organizations can easily enhance their target market and maintain their positive brandimage in the mind-set of customers by providing them appropriate and high quality services. OVERVIEW OF THE STUDY Aim To evaluate the importance of delivering quality services to customers and its impact on brand loyalty: A case study on Hilton Hotel & Resorts: UKResearch Objectives 1.To evaluate the importance of delivery quality services to customers within thehospitality industry. 2.To find out the various methods through which quality services can be delivered tocustomers appropriately.1 | P a g e
3.To determine effects of delivering quality services on enhancing the brand loyalty ofHilton group.4.To recommend various ways through which Hilton Hotel & Resorts can enhance thetheir service quality Research Question1.How brand image of Hilton hotel and resorts effected due to the quality of servicedelivery?2.What is the role of quality delivery services and measures that can be taken intoconsideration to maintain the standard of quality?IMPORTANCE OF THE STUDY The present study is important from the perspective of current issues affecting thecustomer perception towards the hospitality firm. It is the vast area of research and majorissue faced by hospitality firms nowadays. The current research holds both practical andacademic significance. It is also important for me personally as it provides me vast area ofknowledge in the field of quality services as well as brand loyalty of organization. Here, thisstudy is important for my academic qualification as well as personal experience andknowledge as well. It is essential to carry out research across different branches of Hilton tocompare and contrast the outcomes. It is the most effective way through which theirknowledge base is created especially when a fairly new concept of delivering quality servicesis concerned. Secondly, this topic has been studied from both practical and theoreticalstandpoints.All those companies who are aware with the common mistakes which might appearand avoid them, they are able to strengthen their position within this competitiveenvironment. Today’s customers are seeking and expecting value for money from theorganization. Further, it is quite important for organizations to take several quality measures inorder to maintain their brand loyalty and attract more number of customers. with the help ofthis, they can easily enhance their profit margin as well as their market share. LITERATURE REVIEWThis is the most important sections of any research in which researcher can carry outdifferent viewpoints of several authors about the given subject matter. There are several paststudies on the basis of which different information can be gathered. Further, this section helpsin fulfilling the prevailing gaps of the past studies. 2 | P a g e
Service quality According to Farner, Luthans and Sommer (2001) a service is an economic activity ofany organization by which they can provide benefits and create value for their customers at aspecific period of time. It is the most crucial factors of any firm by which organizations areready to provide desired services to their customers. However, being able to satisfy the needsand desired that reflects the value of the product as well as services to the customers highlyincludes the economic value, safety as well as reliability. Due to this, it can be determine that the bottom line of the business success can behighly affected by the customer evaluation of service quality and the resulting level ofsatisfaction (Babin et. al, 2005). Moreover, it is being stated that customers will judge thequality as “low” if performance does not meet their expectations and quality as “high” whenperformance exceeds expectations. Mok, Sparks and Kadampully (2013) stated that there are various ways through whichcompanies can measure their service quality. These factors are assurance, reliability,tangibility, empathy and responsiveness. Further, it can be determine that service qualityperceives several factors which must be followed by company. It is the most effective andattractive way by which company Concept and significance of delivery quality services within the hospitality industryAccording to Zeithaml (2010) no enterprise succeeds without attracting, building andkeeping their loyal customers with them. It is the major concept due to which organizationsneed to retain and attract more number of customers. Nowadays it is becoming mostimportant concern for organization to deliver quality services to their customers. However, noorganization can make a good living without meeting the customer needs and demands(Berezina and et.al., 2012). They need to keep their customers satisfied so that they can comeup for the repeat purchasing as well. Williams and Buswell (2003) stated that customer service is an organization’s abilityto supply their customer’s wants and needs as well as excellent customer services within anorganization. Moreover, it can be define that there is a huge importance of maintainingservice quality within an organization. Further, it is being identified that companies are ableto enhance their profit margin as well as maintaining their market share by the way ofdelivering high quality services. According to Räisänen (2003) services are different in terms of how they areproduced, consumed and evaluated. It is essential to measure and monitor the perceivedservice quality based on the consumer expectations as well. However, service quality totally3 | P a g e
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