Customer Satisfaction in Hotel Industry : Research Report
Added on 2020-01-07
33 Pages6052 Words313 Views
RESEARCH PROJECTAn investigation into Customer/Guest satisfaction within Hotel industry: AStudy on Ritz Carlton Hotel UK1
ABSTRACTIn current investigation the researcher focuses on primary and secondary methods toaccess the customer satisfaction level within Ritz Hotel. It has been spotted that the customersatisfaction level plays a significant role in success of every organisation. It is necessary forbusiness organisation to improve quality of services because it provides number of monetary andnon monetary benefits. It has been identified that the companies who offer amazing customersexperiences which creates environments where satisfaction of the customer is high. Customer satisfaction level can lead business to impressive level of success. Effective useof diverse research methods and techniques are beneficial to provide optimistic outcome. Duringconduction of investigation the researchers must have sufficient knowledge about the topic aswell as must obtain data from the accurate sources. It helps in analysing the information that isgoing to be collected from the range of vivid sources. Moreover, researcher can also focus onfurther investigation to understand concept in appropriate manner. In order to understand theconcept of customer satisfaction and hospitality services the researcher can conduct a study onevaluation of needs and expectations of customers that enhances satisfaction level. It will assistin effective examination of various factors that are related to customer satisfaction level. 2
ACKNOWLEDGEMENTSFirst of all I owe my gratitude to my mentor who has motivated me and guided me duringthe entire study. I am also very thankful to all those people which has supported me in carryingout this study in the best possible manner. Along with this, I owe my thanks to my friends andfamily 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 incollecting data from various sources and analysing the same. 3
TABLE OF CONTENTSCHAPTER 1 INTRODUCTION.....................................................................................................61.1 Research project description [P1.1, P1.2].............................................................................61.2 Research Aims and Objectives [P1.1]...................................................................................6RESEARCH QUESTIONS ............................................................................................................71.3 Literature review (critical review of key references) [P1.1, P1.3, M1].................................71.4 Research methodology [P1.1, P1.4].......................................................................................81.5 Structure of the project...........................................................................................................9TIME FRAME ..............................................................................................................................10CHAPTER 2: LITERATURE REVIEW [P1.3]............................................................................102.1 Introduction..........................................................................................................................102.2 Literature review [M1].........................................................................................................11CHAPTER 3: METHODOLOGY.................................................................................................133.1 Methodology, Methods and Techniques [P2.2, M2]...........................................................133.2 Sampling [P2.2]...................................................................................................................143.3 Data collection [P2.2].........................................................................................................153.4 Ethical considerations [P2.2]...............................................................................................15CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................164.1 Data Collection [P2.3, M3]..................................................................................................164.2 Data Analysis and Discussion [P2.3, D1]............................................................................18CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................215.1 Conclusions [P3.3]...............................................................................................................215.2 Recommendations [P3.3, D3]..............................................................................................225.3 Areas for further study (or consideration) [P3.3].................................................................23REFERENCES..............................................................................................................................25APPENDICES...............................................................................................................................27Use an agreed format and appropriate media to present the outcomes of the research to anaudience [P4.1, D3.....................................................................................................................27Questionnaire.............................................................................................................................274
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Title: An investigation of Customer/Guest satisfaction in Hotel industry: A Study on Ritz-Carlton Hotel.CHAPTER 1 INTRODUCTIONIn the present contemporary world, customer satisfaction is argued to be a majordeterminant of organizational success. However, it has also been evident that it is crucial to gaincompetitive advantage in the marketplace. From a long run, a fact is identified that guestsatisfaction is directly linked with the services provided to customers, which further can beexperienced by them in variety of situations (Goddard, 2014). Satisfaction level of guests isdepended on the service quality offered by the hotels. Ritz-Carlton Hotel has 87 luxury hotelsand resorts in major cities and resorts in 29 countries and territories. The cited hotel is facinghuge competition in the marketplace therefore; it is important to identify the level of customersatisfaction. The present research project is going to investigate the customer satisfaction level atRitz-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 satisfactionis going to be investigated. The competition in the hospitality industry of UK has been increasedin today's scenario hence; it becomes crucial for the business to assess guest’s satisfactiontowards the services in order to gain competitive advantage (Flick, 2011). The study is conductedwhile considering the customers as the important stakeholders of business and organizationsmust satisfy their needs to make them satisfied. The rationale behind conducting this research isto investigate the satisfaction level of guests at Ritz-Carlton Hotel. The selection of presentresearch topic is based on three major factors including interest of research in the area ofmarketing, availability of sufficient literature as-well-as the knowledge and experience ofresearcher.1.2 Research Aims and Objectives [P1.1]Aim: The proposed project herewith aims to identify the customer/ guest satisfaction inHotel industry therefore; a leading hotel of the UK named as Sheraton Hotel is being taken intothe consideration.Objectives6
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 providesmeasurement of the customers' belief through the products and services. It also assists inidentification of customers' needs and requirements (Creswell, 2013). In contrast to this, Bak(2011) states that customer satisfaction can be investigate through effective assessment ofcustomer needs and requirements which organization tries to fulfil by performing variousactivities. Adcroft and Willis (2008) has asserted that satisfaction plays a significant role in thesuccess of organization because it can enhance the revenue and other benefits to theorganization. Customer satisfaction is also referred as a factor that provides an advancement inratio of loyal customers. The aspects of products and services which can affect customer satisfaction level can betechnological, engineering and re-engineering etc. As evaluated by Wu (2013), the quality andeffectiveness of the products is also a crucial factor which enables compatible and tussle freefunctions and operations. However, if these aspects are handled efficiently by providing bestservices 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 thembecomes easy for the organization. Ryu and et.al., (2012) has asserted that the hospitalityorganization should provide clean, safe and well organised environment to their customers. Theorganization should provide good ambience which will make them shopper friendly and secured.7
According to the Oliver (2014), has founded that customer satisfaction plays a significantrole in financial performance of hotel. If hotel provides good quality of food to their customersthen the customer satisfaction will increase. If the hotel provides bad quality of food then therecustomers will reduced and it will affect the organization (Torres, 2013). The additional facilitieslike free internet, access to the computer, breakfast at rooms gives customer a satisfaction bywhich they remain loyal to the hotel. The key sustainable advantage of the hotel lies in theproviding 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 theaim of present investigation: Research philosophy: Interpretivism philosophy is going to be used for the presentinvestigation as through making use of such tools, in depth analysis can be carried out forthe present topic. Research approach: In respect to the current study which is based on assessing thecustomers' satisfaction, inductive approach will be beneficial as by making use of thistactic, similar outcome can be applied for studying about this hotel.Research type: For present investigation, qualitative as-well-as quantitative approacheswill be used to access range of information and making out a smooth analysis. Qualitativetype 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 citedhotel. Data collection method: Both the sources of data collection will be used for the presentinvestigation and are namely; primary and secondary. For collecting primary information,questionnaire method will be used and on the other hand; secondary information will beacquired from online as-well-as physical library.Sampling and Sample size: For the present information, random sampling method willbe used for providing equal chance to the customers who will be required to be selectedin the research. The sample size of the study will be 40 respondents who are thecustomers of Ritz-Carlton Hotel.8
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