Customer Satisfaction in Hospitality Industry

This assignment delves into the crucial topic of customer satisfaction within the hospitality industry, specifically using Ritz Carlton Hotel as a case study. It analyzes the factors that contribute to customer satisfaction in this sector, such as service quality, employee behavior, and overall value. The assignment also includes a questionnaire designed to gather data on customer experiences and perceptions of Ritz Carlton's services.

RESEARCH PROJECT
An investigation into Customer/Guest satisfaction within Hotel industry: A
Study on Ritz Carlton Hotel UK
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ABSTRACT
In current investigation the researcher focuses on primary and secondary methods to
access the customer satisfaction level within Ritz Hotel. It has been spotted that the customer
satisfaction level plays a significant role in success of every organisation. It is necessary for
business organisation to improve quality of services because it provides number of monetary and
non monetary benefits. It has been identified that the companies who offer amazing customers
experiences which creates environments where satisfaction of the customer is high.
Customer satisfaction level can lead business to impressive level of success. Effective use
of diverse research methods and techniques are beneficial to provide optimistic outcome. During
conduction of investigation the researchers must have sufficient knowledge about the topic as
well as must obtain data from the accurate sources. It helps in analysing the information that is
going to be collected from the range of vivid sources. Moreover, researcher can also focus on
further investigation to understand concept in appropriate manner. In order to understand the
concept of customer satisfaction and hospitality services the researcher can conduct a study on
evaluation of needs and expectations of customers that enhances satisfaction level. It will assist
in effective examination of various factors that are related to customer satisfaction level.
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ACKNOWLEDGEMENTS
First of all I owe my gratitude to my mentor who has motivated me and guided me during
the entire study. I am also very thankful to all those people which has supported me in carrying
out this study in the best possible manner. Along with this, I owe my thanks to my friends and
family members for their support which they have provided to me while carrying out this study.
In the end, I would like to thank my team members and colleagues who have assisted me in
collecting data from various sources and analysing the same.
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TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................6
1.1 Research project description [P1.1, P1.2].............................................................................6
1.2 Research Aims and Objectives [P1.1]...................................................................................6
RESEARCH QUESTIONS ............................................................................................................7
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1].................................7
1.4 Research methodology [P1.1, P1.4].......................................................................................8
1.5 Structure of the project...........................................................................................................9
TIME FRAME ..............................................................................................................................10
CHAPTER 2: LITERATURE REVIEW [P1.3]............................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Literature review [M1].........................................................................................................11
CHAPTER 3: METHODOLOGY.................................................................................................13
3.1 Methodology, Methods and Techniques [P2.2, M2]...........................................................13
3.2 Sampling [P2.2]...................................................................................................................14
3.3 Data collection [P2.2].........................................................................................................15
3.4 Ethical considerations [P2.2]...............................................................................................15
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................16
4.1 Data Collection [P2.3, M3]..................................................................................................16
4.2 Data Analysis and Discussion [P2.3, D1]............................................................................18
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................21
5.1 Conclusions [P3.3]...............................................................................................................21
5.2 Recommendations [P3.3, D3]..............................................................................................22
5.3 Areas for further study (or consideration) [P3.3].................................................................23
REFERENCES..............................................................................................................................25
APPENDICES...............................................................................................................................27
Use an agreed format and appropriate media to present the outcomes of the research to an
audience [P4.1, D3.....................................................................................................................27
Questionnaire.............................................................................................................................27
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Title: An investigation of Customer/Guest satisfaction in Hotel industry: A Study on Ritz-
Carlton Hotel.
CHAPTER 1 INTRODUCTION
In the present contemporary world, customer satisfaction is argued to be a major
determinant of organizational success. However, it has also been evident that it is crucial to gain
competitive advantage in the marketplace. From a long run, a fact is identified that guest
satisfaction is directly linked with the services provided to customers, which further can be
experienced by them in variety of situations (Goddard, 2014). Satisfaction level of guests is
depended on the service quality offered by the hotels. Ritz-Carlton Hotel has 87 luxury hotels
and resorts in major cities and resorts in 29 countries and territories. The cited hotel is facing
huge competition in the marketplace therefore; it is important to identify the level of customer
satisfaction. The present research project is going to investigate the customer satisfaction level at
Ritz-Carlton Hotel.
1.1 Research project description [P1.1, P1.2]
The project is based on a leading hotel chain of the UK, for which customer satisfaction
is going to be investigated. The competition in the hospitality industry of UK has been increased
in today's scenario hence; it becomes crucial for the business to assess guest’s satisfaction
towards the services in order to gain competitive advantage (Flick, 2011). The study is conducted
while considering the customers as the important stakeholders of business and organizations
must satisfy their needs to make them satisfied. The rationale behind conducting this research is
to investigate the satisfaction level of guests at Ritz-Carlton Hotel. The selection of present
research topic is based on three major factors including interest of research in the area of
marketing, availability of sufficient literature as-well-as the knowledge and experience of
researcher.
1.2 Research Aims and Objectives [P1.1]
Aim: The proposed project herewith aims to identify the customer/ guest satisfaction in
Hotel industry therefore; a leading hotel of the UK named as Sheraton Hotel is being taken into
the consideration.
Objectives
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Here, the major objectives of present investigation are:
 To assess the level of customer satisfaction at Ritz-Carlton Hotel.
 To investigate various factors affecting guest satisfaction in the hotel industry.
 To assess the relationship between hotel services and customer satisfaction.
 To recommend ways to increase level of customer satisfaction at Ritz-Carlton Hotel.
RESEARCH QUESTIONS
 What is the relationship between hotel services and customer satisfaction?
 What are the factors affecting guest satisfaction in the hotel industry?
 What is the level of customer satisfaction at Ritz-Carlton Hotel?
 What are the initiatives taken by Ritz-Carlton Hotel to achieve the customer satisfaction?
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1]
According to the Jackson (2008), customer satisfaction is defined as a factor that provides
measurement of the customers' belief through the products and services. It also assists in
identification of customers' needs and requirements (Creswell, 2013). In contrast to this, Bak
(2011) states that customer satisfaction can be investigate through effective assessment of
customer needs and requirements which organization tries to fulfil by performing various
activities. Adcroft and Willis (2008) has asserted that satisfaction plays a significant role in the
success of organization because it can enhance the revenue and other benefits to the
organization. Customer satisfaction is also referred as a factor that provides an advancement in
ratio of loyal customers.
The aspects of products and services which can affect customer satisfaction level can be
technological, engineering and re-engineering etc. As evaluated by Wu (2013), the quality and
effectiveness of the products is also a crucial factor which enables compatible and tussle free
functions and operations. However, if these aspects are handled efficiently by providing best
services and dealing with complaints effectively So and et.al., (2013). Then it will result in,
dissatisfied customers could be converted into long time satisfied customers and retaining them
becomes easy for the organization. Ryu and et.al., (2012) has asserted that the hospitality
organization should provide clean, safe and well organised environment to their customers. The
organization should provide good ambience which will make them shopper friendly and secured.
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According to the Oliver (2014), has founded that customer satisfaction plays a significant
role in financial performance of hotel. If hotel provides good quality of food to their customers
then the customer satisfaction will increase. If the hotel provides bad quality of food then there
customers will reduced and it will affect the organization (Torres, 2013). The additional facilities
like free internet, access to the computer, breakfast at rooms gives customer a satisfaction by
which they remain loyal to the hotel. The key sustainable advantage of the hotel lies in the
providing high quality products and services to their guests and gain their satisfaction.
1.4 Research methodology [P1.1, P1.4]
Here are some points of research methodology that are going to be used for achieving the
aim of present investigation: Research philosophy: Interpretivism philosophy is going to be used for the present
investigation as through making use of such tools, in depth analysis can be carried out for
the present topic. Research approach: In respect to the current study which is based on assessing the
customers' satisfaction, inductive approach will be beneficial as by making use of this
tactic, similar outcome can be applied for studying about this hotel. Research type: For present investigation, qualitative as-well-as quantitative approaches
will be used to access range of information and making out a smooth analysis. Qualitative
type is used to investigate the factors affecting customer satisfaction. On the other hand,
quantitative data is going to be used for assessing guest’s satisfaction level in the cited
hotel. Data collection method: Both the sources of data collection will be used for the present
investigation and are namely; primary and secondary. For collecting primary information,
questionnaire method will be used and on the other hand; secondary information will be
acquired from online as-well-as physical library. Sampling and Sample size: For the present information, random sampling method will
be used for providing equal chance to the customers who will be required to be selected
in the research. The sample size of the study will be 40 respondents who are the
customers of Ritz-Carlton Hotel.
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 Data Analysis: The investigation will make use of thematic analysis tactic for data
analysis in which the information will be interpreted while designing various themes. MS
excel is also used for the present investigation for representing numerical information that
will be gathered from the respondents.
1.5 Structure of the project
The present investigation is going to be carried out in a specific manner while following a
chapter wise presentation. Here is the structure of present investigation:
Chapter 1: Introduction: This is the first chapter of the investigation that includes the
background of study and the purpose of selecting research topic. This section also includes the
aim and objectives of the investigation along with the research questions that are going to be
answered. In addition, this chapter includes rational behind conducting the investigation.
Chapter 2: Literature Review: It is the second major chapter of the study that includes
secondary information pertaining to the topic. This section includes the findings of various
authors in relation to the present topic. From this section, the gap of research is going to be
identified. For making this chapter, researchers have used range of sources such as books,
journals as-well-as online sources.
Chapter 3: Research Methodology: The third chapter of investigation is of describing the
research tools and tactics that are going to be used for achieving the aims of the current study. It
includes the selection of research design, data collection sources and data analysis tactics. This
chapter is going to be a big help for researcher in creating a path for competing this investigation.
Chapter 4: Data analysis: This chapter is the most crucial chapter which helps in interpreting
the data of present investigation. It helps in analysing the information that is going to be
collected from the range of vivid sources. The chapter presents the supplication of data analysis
tool for accomplishing the objectives. In this section, the information will be presented via using
tables and interpretations.
Chapter 5: Conclusion: The last but not the least chapter includes the conclusion section which
helps in identifying the crux of the study undertaken and representing the manner in which the
objectives of the investigation are attained.
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TIME FRAME
ACTIVITIES/WEEK 1 2 3 4 5 6 7 8 9 10 11
SELECTION OF SUITABLE
TOPIC FOR THE RESEARCH
STUDY
Formulating goals and
objectives to facilitate the
study
Analysing the intention and
principle behind the study
Reviewing the literature of the
study
Determining the Research
methodology
Studying appropriate methods
for evaluation
Data interpretation and
discussion
Providing recommendation and
proposition
Preparation of report in a
presentable mode
Submission of research report
CHAPTER 2: LITERATURE REVIEW [P1.3]
2.1 Introduction
Literature review is a chapter that provides a detailed analysis of subject by accessing
number of documents that is written by different authors. In this, number of sources and past
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research's are also referred by the researcher. This is because it provides a better learning about
various factors that are related to subject. With an assistance of literature review the researcher
can understand the concept of customer satisfaction level. It also provides a great support to
primary study and helps researcher to provide effective outcome of investigation.
2.2 Literature review [M1]
Customer satisfaction and its significance
According to the Delcourt and et.al. (2013), customer satisfaction is a term which
measures the customers' expectation through the products and services and knows the customers'
needs and requirements (Delcourt and et.al., 2013). In contrast to this, Wu (2013) states that
customer satisfaction can be enquired through the needs and requirements which gets fulfilled by
the organization (Wu, 2013). Customers satisfaction is the important aspect of any organization
to sell their products and services. As per the view of Oliver (2014), customer satisfaction is
important because it is a leading indicator of consumer repurchase purpose and loyalty (Oliver,
2014). It reduces the customer churn and increases consumer lifetime value. It also helps the
company in reducing negative word of mouth publicly. Most important factor of the consumer
satisfaction is to retain customers which is cheaper than to acquire new ones. In a competitive
marketplace where businesses compete for attracting large customers base, customer satisfaction
is seen as a key discriminator. Organizations who succeed in these cut-throat environments are
the ones which make customer satisfaction a key element of their business strategy.
On the other hand, companies who offer amazing customers experiences which creates
environments where satisfaction of the customer is high. Frank and et.al. (2013) has asserted that
satisfaction plays an important role in the organization through which it analysed the revenue a
customer generates for the business (Frank and et.al., 2013). The company can use customer
retention strategies like using blogs to educate customers, can use emails to send special
promotions and delight customers through providing personalized experiences. Customer
satisfaction is a road which can lead to the loyalty. Loyalty is a belief which was formed from
having a customer encounter good experiences from the desired brand. Customer satisfaction
helps in the key factors such as time, scope and budget of the project management. If the the
quality of the product is good then customer will gain the satisfaction which will bring them
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again to the company. If the quality of the product is bad and the prices is high then definitely
customers will not buy the products from that organization.
Factors affecting customer satisfaction level
The factors which affects the customer satisfaction can be department wise capability of
the supplier which are differ place to place. The aspects of products and services which can
affect customer satisfaction level can be technological, engineering and re-engineering etc. the
response for the quality and type provided by the supplier can affect the customer satisfaction.
As evaluated by Haghighi and et.al. (2012), the quality and effectiveness of the products is also
an crucial factor which enables compatible and tussle free functions and operations (Haghighi
and et.al., 2012). This bears to lower maintenance and higher life of the product which is highly
admired by the customers. On the contrary Ryu and et.al. (2012) has argued that if the product is
expecting huge amount of financial and manual resources then customers could get a feeling of
dissatisfaction and anxiety (Ryu and et.al., 2012). This is because cost, quality, performance and
efficiency also matters for the customers and by which it will ensure the customer satisfaction.
However, if these aspects are handled efficiently by providing best services and dealing with
complaints effectively. Then it will results in, dissatisfied customers could be converted into long
time satisfied customers and retaining them becomes easy for the organization.
The personal factors of the business person can also affects the customer satisfaction
level and the factors can include etiquettes and friendliness towards customers. Kim and et.al.
(2012) has concluded that the organization should also provide a good environment to the
customers when they came to the firm which gives them positive feelings and they will come
again and again (Kim and et.al., 2012). The organization should provide clean, safe and well –
organised environment to their customers. The organization should provide good ambience
which will make them shopper friendly and secured. The company should committed to the
telling the truth by which customers gain trust and will give their loyalty that organization.
However, if the company will hide facts and figures from their customers then consumers will
not rely on that particular organization.
Relationship between hotel services and customer satisfaction
Hotel services and customer satisfaction are correlated with each other. This is because
services quality is considered as the life of hotel which further related to the customer
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satisfaction. Customer satisfaction is the competitive advantage of the organization. According to
the N. Torres and Kline (2013), has founded that customer satisfaction plays a significant role in
financial performance of hotel (N. Torres and Kline, 2013). If hotel provides good quality of
food to their customers then the customer satisfaction will increase. If the hotel provides bad
quality of food then there customers will reduced and it will affect the organization. For
example, if the customers is health conscious and want food with less calorie. For this, hotel
provides less calorie food this will automatically will increase the customer satisfaction. On the
other hand Lovelock and et.al. (2014) opinion that, food is not only the service which hotels
provides, there are other various services which includes physical surroundings, the way of
communication between staff and customers, accommodation facilities etc. (Lovelock and et.al.,
2014). If hotel is providing housekeeping and laundry services to their customers this will results
in enhancing the customers' satisfaction. The additional facilities like free internet, access to the
computer, breakfast at rooms gives customer a satisfaction by which they remain loyal to the
hotel.
The key sustainable advantage of the hotel lies in the providing high quality products and
services to their guests and gain their satisfaction. The hotel should provide services according to
the tastes, preferences and lifestyles of the customers so that they can meet the customers' needs
and expectations. So and et.al. (2013) concluded that the staff of the hotel should be well skilled
in their work so that they can served them best services (So and et.al., 2013). Hotel should
innovate and create new ideas in their services to attract large customers base and meet their
various expectations.
CHAPTER 3: METHODOLOGY
3.1 Methodology, Methods and Techniques [P2.2, M2]
Research methodology is the most crucial section of the investigation that helps in
identifying the ways to complete the research as well as making a clear investigation into
research topic. The section herewith deals with identifying the research tool and specific
justifications of using such tools. Here are the research tools that have been used for the present
investigation:
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 Research approach: The research approach defines the way in which the preset
investigation goes. There are two major approaches inductive and deductive: inductive
approach is one in which the study goes from general to specific, on the other hand,
deductive is one in which the study goes from specific to general areas. For the present
investigation inductive approach has been used as it is beneficial to make finding and to
apply it on overall hotels. The use of such approach allows researcher to asses the factors
affecting customer satisfaction in hotel industry. Research philosophy: There are three major three research philosophies interpretivism,
positivism and realism. For the present investigation, interpretivism philosophy is used
which is helpful for the company to find out novel solutions for hotel and identifying the
rage of information while making an in- depth investigation. The outcomes of the
investigation are based on individual perceptions and personal judgments.
 Research type: Within the research scenario, there are two maker types of researches
such as qualitative and quantitative that can be used for the present investigation. For this
investigation, both kinds of research types are going to be used such as qualitative and
quantitative. The investigation is going to make use of qualitative investigation for
identifying the factors that are influencing customer satisfaction. On the other hand,
quantitative data are used for the purpose of identifying customer satisfaction level in the
cited hotel. The collected data will be used for the purpose of better interpret them to
make accurate results. This could be said that quantitative data are gathered for accurate
and in-depth analysis.
3.2 Sampling [P2.2]
The sampling methods are used to select the population of the investigation along with
approaching those respondents who can provide better results for the investigation. The
population of this research consists of customers and managers of the business, however,
customers are the most appropriate respondents from where accurate information can be raised.
For the present investigation random sampling method is used in which the respondents are to be
provided with equal chance to be selected in the research. The sample size of present research is
40 customers who have experienced the services of hotels. The application of such sampling
method will allow researcher to collect valid and reliable information from customers.
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3.3 Data collection [P2.2]
Data collection method: For the present investigation, both the data collection methods
such as primary and secondary are used. The primary sources of data collection are survey,
questionnaire on the other and secondary data are to be collected via books, online sources and
journals. For this investigation, questionnaire is used for conducting the present investigation, on
the other hand, secondary information is used from books, journals and online sources. The
customers of Ritz-Carlton Hotel are the respondents of present investigation that are approached
via using social media sites. The secondary data are accumulated through various authentic
sources such as books, journals and online published articles.
Data Analysis: The organization is going to collect the information in respect with
customers satisfaction for which both the data collection sources are used. The information is
going to gain research outcomes. The investigation is going to make use of thematic analysis
tactic of data analysing in which the information will be interpretate while designing various
themes. MS excel is also used for the present investigation for representing numerical
information gathered from the respondents. Through applying thematic analysis, investigator
have to classify the issues that have been faced by hotel and its service delivery in the form of
various themes.
3.4 Ethical considerations [P2.2]
The research investigation can reach to its success while making sufficient attention to
ethical considerations. It is required to keep the ethical grounds that are to be kept in the mind
while conducting a study. The researchers must have sufficient knowledge about the topic as
well as must obtain data from the accurate sources. The secondary information needs to be
collected from the authentic and reliable sources. In addition to that data have to kept secure and
never disclose to third party, which is collected from the respondents via primary investigation.
The data must be collected without facing any biasness to better understand the impact of hotel
services on customer satisfaction. Honesty and integrity need to be maintain throughout the
research.
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CHAPTER 4 DATA COLLECTION AND ANALYSIS
4.1 Data Collection [P2.3, M3]
Theme 1: Ritz Carlton Hotel is providing good quality of services
Factors Frequency
Strongly
Disagree 10
Disagree 5
Neutral 5
Agree 8
Strongly
Agree 12
Theme 2: Services representatives behaves in satisfied manner
Factors Frequency
Strongly
Disagree 8
Disagree 7
Neutral 7
Agree 6
Strongly
Agree 12
Theme 3: Would you like to repurchase the services of Ritz Carlton Hotel in future
Factors Frequency
Yes 30
No 10
Theme 4: Considering the overall value of the service you paid for, was it
Factors Frequency
Exceptional
value 25
Good value 10
Poor value 5
Theme 5: How often do you visit to Ritz Carlton Hotel
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Factors Frequency
Once a year 5
Every 2-3
months 20
Once a
month 6
Weekly 4
Theme 6: How was your experience while using hospitality services
Factors Frequency
Miserably 5
Satisfactory 10
Very
satisfactory 10
Delightful 15
Theme 7: Have you ever contacted customer service representatives
Factors Frequency
Yes 10
NO 30
Theme 8: Based on brand awareness, please rate the services in following categories
Factors Frequency
Much better 20
Better 12
Worse 5
Alot of
improvemen
t required 3
Theme 9: Based on your experience, would you recommend your friend to visit Ritz Carlton
Hotel
Factors Frequency
Definitely 20
Probably 12
Probably not 5
Definitely 3
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not
Theme 10: I am sure that I have chosen one of best brand in hospitality industry
Factors Frequency
Strongly
Disagree 8
Disagree 6
Neutral 5
Agree 8
Strongly
Agree 13
4.2 Data Analysis and Discussion [P2.3, D1]
Theme 1: Ritz Carlton Hotel is providing good quality of services
As per the above statics, it can be interpreted that the enhanced level of services that
hospitality firm offers to its customers meets their satisfaction level. Out of 40 respondents the
20 of them are satisfied with the quality services of Ritz Carlton Hotel. It also reflects that the 15
of respondents are not satisfied the quality of services. In this context, it is suggested to Ritz
Carlton Hotel to practice more of quality system practice. It will improve an ability to render a
good quality of services so that customer satisfaction level can be enhanced in appropriate
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Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
0
2
4
6
8
10
12
14
Ritz Carlton Hotel is providing good quality
of services
Column B

manner. Moreover, out of 40 respondents the five of them are not sure about the quality of
services. Company must not avoid perception of neutral group because it holds an ability or
potential of growth in business.
Theme 2: Services representatives behaves in satisfied manner
On the basis of above table, it is found that the service representatives of Ritz Carlton
Hotel are working in highly impressive manner. In this respect, it can be asserted that 12 of
respondents precept that service representatives of Ritz Carlton Hotel are behaving in appropriate
manner. In addition to this, six of them are just agreed with the statement it means further
improvements are also required to boost work culture. 8 of them strongly said that they are not in
favor of the statement. Therefore, it can be state to company that positive steps is required to be
taken in this context in order to improve the commitment of service representative department.
Theme 3: Would you like to repurchase the services of Ritz Carlton Hotel in future
19
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
0 2 4 6 8 10 12 14
Services representatives behaves in
satisfied manner
Column B

When asked to respondents that they would like to repurchase the services of Ritz Carlton
Hotel in future, it is found that most of customer's precept that they are attaining satisfactory
services that enhances their experience in context to hospitality service. In other aspect, it can be
contended that the seventy five percent of customers has said that they would like to repurchase
the services of Ritz Carlton Hotel in future. Rest of twenty five percent of respondents are not in
favor of the service of Ritz Carlton Hotel. Therefore, company needs to employ various activities
that can increase ratio of customer loyalty.
Theme 4: Considering the overall value of the service you paid for, was it
20
75%
25%
Would you like to repurchase the
services of Ritz Carlton Hotel in future
Yes
No
Exceptional value
Good value
Poor value
0
5
10
15
20
25
30
Considering the overall value of the
service you paid for, was it
Column B

From above graph, it is cleared that company is providing its best to the customers so that
their needs can be accomplished in appropriate manner. In this respect, it can be contended that
the out of respondents the 25 them precept that the overall value of the service they paid for can
be categorized as exceptional value. In addition to this, it can also interpret that the 10 of
respondents has said good about the value of services and rest of 5 are totally dissatisfied with
the services. In this, it would be recommended that the company needs to focus on
implementation of activities that can add on values to the services and meet customer satisfaction
level.
Theme 5: How often do you visit to Ritz Carlton Hotel
From the above table, it has been found that majority of customers visit to the Ritz
Carlton Hotel in 2-3 months. It also indicates that these kinds of customers visit to the hotels
during their vacations to experience better leisure activities. It can also be interpreted that the out
of 40 the 20 respondents has said that they visit hotel once in every 2-3 months. Five has stated
that they visit to hotel once in a year and rest of 10 visits one in year and weekly basis. It clearly
indicates that the business organization needs to implement changes in its services according to
behaviour and needs of customers the hotels during their vacations to experience better leisure
activities.
Theme 6: How was your experience while using hospitality services
21
Once a year
Every 2-3 months
Once a month
Weekly
0 5 10 15 20 25
How often do you visit to Ritz Carlton
Hotel
Column B

With above statics, it is analysed that the customers of Ritz Carlton Hotel are attaining
optimistic experience from the services. It also indicates the enhanced level of customer
satisfaction level leads business firm to impressive level of success. Out of 40 respondents the 13
percent of customers precept that their experience in the hotel was miserable. Thirty eight
percent of clients has said that they are feeling delightful after usage of hospitality services at
Ritz Carlton Hotel. Rest of 20 respondents has said that they are feeling satisfactory after the
usage of hospitality services at Ritz Carlton Hotel. Therefore, it can be said that organization
needs to implement standards in services that can enhance experience of customers while using
hospitality services.
Theme 7: Have you ever contacted customer service representatives
22
13%
25%
25%
38%
How was your experience while
using hospitality services
Miserably
Satisfactory
Very satisfactory
Delightful
25%
75%
Have you ever contacted customer
service representatives
Yes
NO

As per the above table, it has been analysed that the customer service of hospitality
organisation is also good and it provides better satisfaction level to the customer. In the support
of this, it has been analysed that the majority of clients has said they have never contacted the
customer service representative for any complaint registration. It clearly indicates that the
business firm is providing better satisfaction to its customers. It has also been identified that the
out of 40 respondents the 30 of them has said that have never contacted the customer service
representative for any complaint registration. Rest of 10 respondents have faced some issues in
the services so it is necessary for organisation to focus on few activities that can improve
hospitality services.
Theme 8: Based on brand awareness, please rate the services in following categories
On the basis of above table, it is found that the organization is providing enhanced level
of satisfaction level to the customer's. Number of customers are attaining better services while
using the services of Ritz Carlton Hotel. It has been identified that the out of 40 respondents the
20 of them has said that their experience at organization was much better as compared to its
competitors. 12 of them has said that they are having better experience from the usage of
services. Rest of 8 are not in the support of hospitality services of Ritz Carlton Hotel. It clearly
indicates that the organization needs to improve its services so that customer satisfaction level
can be enhanced in optimistic manner.
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Much better
Better
Worse
Alot of improvement required
0
5
10
15
20
25
Based on brand awareness, please rate the
services in following categories
Column B

Theme 9: Based on your experience, would you recommend your friend to visit Ritz Carlton
Hotel
According to above graph, it has been analysed that the customers are well known about
the brand and it enhances the opportunities for organisation. It can be interpreted that the
majority of customers are looking forward to recommending their friend to visit hospitality
organisation. It means these kinds of customers are attaining better satisfaction level which
enhances its brand image in the market. Out of 40 respondents the 20 of them has said that they
will definitely recommend their friend to visit Ritz Carlton Hotel. Other 12 has that they may
suggest their friends about the services of hotel. It indicates the further improvement in services
will increase the potential for word of mouth advertisement.
Theme 10: I am sure that I have chosen one of best brand in hospitality industry
24
Definitely
Probably
Probably not
Definitely not
0
5
10
15
20
25
Based on your experience, would
you recommend your friend to visit
Ritz Carlton Hotel
Column B
20%
15%
13%20%
33%
I am sure that I have chosen one of best
brand in hospitality industry
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

By analysing the responses of consumers, it is found that majority of respondents are
agreed to the statement that “ I am sure that I have chosen one of best brand in hospitality
industry”. Out of 40 respondents the 13 are in strongly agreed with the statement, 8 are just in
favour. Moreover, 5 of them has said that they are not sure about the statement. Other than this, 8
of them has said they are strongly disagree with the statement and six of them are disagree and
said that Ritz Carlton Hotel is not one of the best bran in hospitality sector. It means effective
implementation of advertising and promotional activities is also required to improve brand
image.
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusions [P3.3]
As per the above study, it can be concluded that the customer satisfaction is degree of
value that customers attained through usage of products and services. It has been identified that
the business organisation uses number of methods to measure customer satisfaction because it
helps in effective designing of strategies that can lead business to impressive level of success.
Major driving forces in this context are offering of product and service as per the requirements of
customers so that better satisfaction can be provided to the customers.
As per the consideration of data analysis and literature review, it can be said that the
customer satisfaction is one of most essential factor that every organization must consider for
better growth. Hospitality organization must ensure that the business firm is having number
effective focus on various factors that can influence customer satisfaction level. It is also
significant for the hospitality organization to follow various standards that are related to working
of hotel. This is because it leads business to impressive level of success and enhance customer
satisfaction level. Customer satisfaction is also referred as a way that delivery of services
according to standards. From the data analysis, it can be said that process of delivery of service
and behaviour of customer executive are important aspects within the hospitality organization.
This excludes the speed of service delivered to customers and degree of fulfilling the need.
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Data analysis and literature review findings indicates that the quality of services also
impacts the satisfaction level and customer behaviour. It is essential for management of Ritz
Carlton Hotel to ensure about quality development in order to meet customers expectations. Staff
members must present a welcoming environment to the guest so that customer can feel valued.
Literature review indicates that if employees of Ritz Carlton Hotel are presenting a friendly
assistance to the guests then it will facilitate to render happiness among customer's. On the other
side, if customers are facing any issues in regard to hospitality services then it will impact their
satisfaction level in negative manner. Customer service representatives of Ritz Carlton Hotel are
providing better assistance to the clients in order to resolve their issues and leads business to
further developments.
It can be concluded that provision of good quality of service in form of behaving politely
with the customers is one of the factors that lead to satisfaction of the consumers. From the data
analysis, it can be concluded that the customer service representatives needs to reflect their
commitment in services. It enhances the customer satisfaction level and leads business to
impressive level of success. It also reflects that the quality of service is one of significant aspect
that can enhance the experience of customers and improve their satisfaction level. However, it
has also noticed that the consumer group is also dissatisfied due to some negligence so it is
necessary for management to focus on further improvements.
5.2 Recommendations [P3.3, D3]
As per the above statements in the research it can be said that the customer satisfaction
practice in Ritz Carlton hotel requires further improvements. It is also beneficial to meet the aim
and objectives of the research. Ways that can improve customer satisfaction level within
organisation are classified as follows:
It is essential for management of Ritz Carlton Hotel to ensure that the process of
hospitality services must be improved in diverse manner. There are number of standards that can
implemented in the work culture of the organisation so that quality of services can be improved.
In this respect, it can be stated that the customer satisfaction can also be improved within
organisation by effective focus on feedback process. With an assistance of feedback process the
management can easily identify their key needs. It will assist in effective designing of strategies
so that goals can be accomplished in appropriate manner. Through this feedback they can also
26

take the suggestion from them what changes they need and require in products and services of
Ritz Carlton Hotel. It is one of most beneficial technique that can assist management in
satisfying customers needs.
Moreover, another recommendation can be that the Ritz Carlton Hotel can also take
suggestions from various industrial experts so that services can be improved. Advancement in
quality of services will provide better satisfaction level to the customer and leads business to
impressive level of success. It will also facilitate management to access the number of factors
and dimensions that can influence customer behaviour. Organisation needs to focus on activities
that can offer best of product and service and enhance satisfaction level. Moreover, the
management of Ritz Carlton Hotel can also focus on development of communication system. It
is necessary for organisation to have regular base interaction with its customers so that their
needs can be identified in appropriate manner. Furthermore, the communication with employees
is also beneficial for the organisation. This is because it provides number of suggestions that can
enhance customer satisfaction level.
Organisation can also focus on training and development activities to develop skills
among employees and render better services to customer's. It will also facilitate employees to
provide better assistance and accomplish customer needs in appropriate manner. It will also
enhance the work efficiency of the members and helps in effective accomplishment of
organisational goals.
5.3 Areas for further study (or consideration) [P3.3]
As per the detailed analysis of the study, it can be stated that the customer satisfaction is
one of critical factor that can lead business to impressive level of success. It has recommended
that the standards can be implement to improve hospitality services. In this support, some
recommendations are also made for the future research work. In order to understand the concept
of customer satisfaction and hospitality services the researcher can conduct a study on evaluation
of needs and expectations of customers that enhances satisfaction level. It will assist in effective
examination of various factors that are related to customer satisfaction level. It also facilitates in
understanding of current demands of the customers. Another new research can be conducted on
investigating hospitality products and services which can enhance customer satisfaction level.
Research on key factors can also be accomplished because it helps in effective identification of
27

issues that influences customer satisfaction level. This research will help the company to know
its pros and cons and what measures they should use to improve their products and services in
hospitality industry. Furthermore, the analysis of key services that can be introduced in
hospitality organisation to enhance customer satisfaction level is also beneficial to understand the
conceptualization. It will facilitate in development of new products and services that can meet
customer needs and expectations.
28

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APPENDICES
Use an agreed format and appropriate media to present the outcomes of the research to an
audience [P4.1, D3
In order to present the research outcomes in appropriate manner, the researcher will focus
on appropriate media. Bullets and word sentences are considered as a critical aspect in this
respect.
 Products and services must be provided according to customer needs to meet satisfaction
level.
 Employees must welcome guest in appropriate manner.
 Quality standards can be implement to services.
 Customer satisfaction impacts success of hospitality organisation.
Questionnaire
Name:
Age:
Gender:
1. Ritz Carlton Hotel is providing good quality of services
 Strongly Disagree
 Disagree
 Neutral
 Agree Strongly Agree
2. Services representatives behaves in satisfied manner
 Strongly Disagree
 Disagree
 Neutral
 Agree Strongly Agree
3. Would you like to repurchase the services of Ritz Carlton Hotel in future
31

 Yes No
4. Considering the overall value of the service you paid for, was it
 Exceptional value
 Good value Poor value
5. How often do you visit to Ritz Carlton Hotel
 Once a year
 Every 2-3 months
 Once a month Weekly
6. How was your experience while using hospitality services
 Miserably
 Satisfactory
 Very satisfactory Delightful
7. Have you ever contacted customer service representatives
 Yes NO
8. Based on brand awareness, please rate the services in following categories
 Much better
 Better
 Worse Alot of improvement required
9. Based on your experience, would you recommend your friend to visit Ritz Carlton Hotel
 Definitely
 Probably
 Probably not Definitely not
10. I am sure that I have chosen one of best brand in hospitality industry
32

 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
33