Customer Satisfaction in Hospitality Industry | Case Study
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Added on 2020-02-03
Customer Satisfaction in Hospitality Industry | Case Study
Added on 2020-02-03
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RESEARCH PROPOSAL
Table of ContentsResearch topic.............................................................................................................................1Background.................................................................................................................................1Rationale aim and rationale.........................................................................................................1Research questions......................................................................................................................1Research objectives.....................................................................................................................2Literature Review........................................................................................................................2Research methodology................................................................................................................6Ethical implications.....................................................................................................................8Research plan and procedure......................................................................................................92.1 Match resources effectively to the research question.........................................................102.2 Undertake the proposed research investigation...................................................................11TASK 2B.......................................................................................................................................13Data analysis.............................................................................................................................13Conclusion and recommendations............................................................................................18REFERENCES..............................................................................................................................21
Research topicTo analyse the impact of quality services on customer satisfaction in hospitalityindustry: A case study of Marriott.BackgroundThe success of an organization is purely depends on the satisfaction level of thecustomers. However, It is necessary to uplift the consumer satisfaction level by rendering fineservices. In hospitality industry, quality services plays an essential role because organizations areable to offer the same then it will directly improve the position of the companies. Whereas,quality services can be explained the satisfaction level of the consumers matches up withservices offered by the organizations. If both the things are on equal level then it can de definedas quality services. These services can be provided by identifying the requirements andexpectations of the customers. However, the organizations need to identify the customers needsand satisfaction in order to improve them. If the services are as per the needs of customers then itwill have an positive impact on the satisfaction level of the customers. The present proposal is prepared with a motive to evaluate the impact of quality serviceson the satisfaction level of the customers. As a result, this project is consist of literature reviewwhich will explain the ideas and thoughts of different authors with reference to the consideredtopic. In addition to this, with the consideration of research methodology, the researcher will beable to initiate the research and reach up to the desired end conclusion. This research is beingconducted on the hospitality industry for which Marriott is taken into consideration. Whereas,Marriott is one of the leading hotel aims at rendering fine hospitality services in UK and otherparts.Rationale aim and rationaleThe present research project is prepared with an aim to analyse the impact of qualityservices on customer satisfaction: A case study of Marriott. Earlier, several studies were done onthis selected topic but effective conclusion is still not evaluated. However, this report isconducted with the motive to identify the impact of quality services. This analysis will provide aguidance to whole industry to identify the importance of quality services to the customers. Afterthis analysis the companies will be able be able to take corrective measures. Research questionsDefine the concept of quality services in hospitality industry?1
Illustrate the importance of customer satisfaction for the success of hospitality industry.What is the impact of quality services on the customers satisfaction?Research objectivesTo define the concept of quality services To investigate the importance of consumer satisfaction in hospitality industryTo evaluate the impact of quality services on consumer satisfaction in hospitalityindustry. RecommendationsLiterature ReviewConcept of quality servicesAccording to the author (Akbar and Parvez, 2009). in hospitality industry it is veryimportant to provide quality services to meet the need of the customer. In the competitive marketquality services increase the competitiveness of the organisation. Quality service actually meanssatisfying the expectations of the customers. Assessment of quality of services is done by theservice provider so that they can provide high quality service. According to the Author (Chang,Wang and Yang, 2009). the operators identify the problems very quickly so that they can providebetter quality services to the customer. This means providing of efficient, very fast and friendlyservices which build the strong relationship between clients and the hotel Marriott. This conceptis best if the organisation want the customer to come back which ensure potential customer andlong term success of the organisation. New customers are always good but if the customer willnot come back it will not help the organisation to run for long time and this can only be done byproviding high quality services so that they are happy with the services provided by the hotel andwant to come back. If the customers are happy they will surely do marketing for you to theirrelatives, family and friends through words of mouth that the services provided by the hotel wasamazing. To retain the customer it is the key way to provide personalized services which makecustomers feel that they are not just a source of income and more than that by making them feelthat hotel values their patronage.According to the author Quality services providers ensure that the customers are fullysatisfied when they are leaving from the hotel. There are five ways through which the Hotel canmeet the expectations of the customers by providing them with physical facilities, Equipments,and communication materials. The hotel should meet accurately all the promises made by the2
service provider which will increase the trust of the customer. Clients will be more happy if youprovide prompt services and if hotel is quick to provide with the help to the customer. Employeeof the hotel should have knowledge and courtesy so that customer likes to talk to them and canshare the problem they are facing these measures increase the quality of services provided bythem. For enhancing the quality hotel can provide help desk or complain desk and hotlines sothat customer can go there for asking any queries. Concept of quality services is a core forsuccessfully running the business in the hospitality sector. While contacting to the customer hotelmust keep in mind about that employee attitude towards the customer must be good. Treatmentto the customer must be excellent. Quality of services must improve on daily basis according tothe expectations of the customer and present market condition so that organisation can easilysurvive in the market. Best way to create good impact on the customer is through empathy whichmeans taking care of there needs, giving proper attention to each individual will enhance thequality of the services and improve the profitability of the hotel as it will attract more and morecustomer.Investigate customer satisfactionAccording to the author Customer satisfaction is a key to success for hospitality industry.As customer who is satisfied will always be loyal to the hotel and will prefer that hotel forvisiting again. And best part of customer satisfaction is they do marketing of hotel to the peoplewhile talking about them so it is very important that customer should provide with goodfeedback. In the present scenario customer search for hotel online so while choosing the hotelthey compare the hotels with each other so it’s very important for the hotel that it have goodreviews of the customer who visited the hotel and that is only possible if the customer is fullysatisfied than only he will give a good review. When handling the calls for booking it is veryimportant that the employee should be very friendly while talking should be helpful and makecustomer understand the policies of the hotel so that there is no doubt in the mind of customer sothe satisfaction of the customer starts from booking itself. Hotel when become master at meetingthe expectations of the customer and fulfilling the needs of the customer it reaches the level ofcreating the overwhelming customer loyalty. For meeting the needs of the customer it isimportant to have a good management. Management should provide proper training to the staffso that running of the hotel can be smooth and there can be a good customer satisfaction.Satisfaction of customer mostly based on the physical services that the hotel provides. Based on3
the money hotel is taking for providing rooms hotel can provide complementary services whichwill make the clients happy and make them to visit again in the hotel which will lead to asuccessful business.According to the author it can be said that satisfaction of customer depends on how wellorganisation communicate with the customer. By communicating to the customer hotel can cometo know what are weak and strong points of the hotel so it can improve and work on the weakpoints. This will make customer feel good and wanted which will enhance the customersatisfaction as well as the management of the hotel. There are many customer satisfaction toolsavailable which the organisation can use to increase the satisfaction such as hotel reservationservice tools if this tool is used properly hotel can increase the new customer as well. There is ahuge competition in the hospitality industry so customer satisfaction is very important as it leadsthe organisation to success which will help the hotel Marriott to run in the long way. Satisfactionof the customer can be measured by how much he is happy while leaving the hotel and how wellthey response to the staff while leaving the hotel. If the customer is satisfied they will definitelywant to come back and visit the hotel.Impact of quality service on customer satisfactionAccording to the author (Matzler and Hinterhuber, 1998) the entire service sectorindustry for increasing the satisfaction of the customer they enhance the quality of the servicesprovided by them. In order to achieve the expectations and need of the customer hotel Marriottfocuses on enhancing the quality standards so that they can increase the customer and surely theywill return to visit again to the same hotel if they are satisfied with the services provided to them.The impact of providing good quality is that the customer will remain loyal to the hotel.Providing of services is the continuous process so improvement in the services is must. To gain acompetitive advantage in a hospitality industry hotel should go for providing premium qualityservice. Expectations of the customer depends upon various uncontrollable forces such as whatthey felt about the services provided by the other hotels. Advertising done by the hotel.Expectations vary from person to person as they belong from different culture. According totheir values they will judge the services so while providing the services to the customer it is veryimportant to know about the customer which means creating a healthy relationship so that theycan easily share the problem they are facing so that you can provide better services which they4
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