Significance of Customer Satisfaction - Doc
Added on 2019-12-03
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Title of the study: “The role of customer satisfaction inrepeat purchase within hospitality sector”.
The role of customer satisfaction in repeat purchase within the hospitality sector: “A case study ofMarriott International UK”.
ABSTRACTRepeat purchase is the proper mode of depicting loyalty of customers for the company. It hasbeen observed that instead of having quality products and services, some hotels are unable to retainthe customers due to products and services of competitors. Considering the viewpoints of differentauthors and scholars, it can be articulated that the repeat purchase can be facilitated if the hotel isready to provide additional benefits to the customers. In such respect, customer motivation andencouragement is required because that only drives them to re-buy the products and servicesconsistently. Apart from this, aspects related to customers have a direct impact on hotel's performance;thus for such purpose, changes have been implemented in the service facets. Providing additionaland value services to the customers, helps the hotel not only to generate sales but also to augmentthe potential of services in competitive scenario. Customers who are doing repeat purchase shouldbe rewarded frequently so that they can feel valuable. In such context, discounts, schemes and otheroffers should be given to the customers so that they can encourage as well towards the businessproducts and services. From many research studies, it has been evaluated that repeat purchase is theresult of consistent changes and modifications in products and services.Hospitality industry of UK has been emphasizing on customer satisfaction aspect becausethat contributes in growth and success aspects. The study has been prepared with an attempt toanalyze customer satisfaction aspects of hotel Marriott International along with its impact onperformance and productivity of the hotel.
Table of ContentsChapter 1 – Introduction ......................................................................................................................5Rationale of the study.......................................................................................................................5Research Objectives.........................................................................................................................6Background of the organization.......................................................................................................6Chapter 2 - Literature Review .............................................................................................................8Significance of customer satisfaction in repeat purchase.................................................................8Methods through which repeat purchase can be facilitated..............................................................8Factors that affect customer satisfaction in hospitality sector..........................................................9Chapter 3 - Research methodology.....................................................................................................11CHAPTER 4: DATA ANALYSIS ......................................................................................................14Research Objectives.......................................................................................................................144.1 Introduction..............................................................................................................................144.2 Data analysis.............................................................................................................................14Chapter 5 – Conclusion and Recommendations.................................................................................19References..........................................................................................................................................20Significance of customer satisfaction in repeat purchase...............................................................24Methods through which repeat purchase can be facilitated............................................................24
CHAPTER 1 – INTRODUCTIONCustomer Satisfaction is one such aspect that is largely hooked up with quality serviceswhere business entities chiefly emphasizes on delivering prominent services to the clients. In orderto be successful in the market, it is not sufficient to persuade new customers; however managersmust concentrate on retaining existing customers by implementing effective policies (Martins,2013) Customer satisfaction is directly integrated with repeat purchase which is another way ofdepicting loyalty from the customers about the products and services (Smith and Lakhani, 2008).The present study has been showcasing the role of customer satisfaction in repeat purchase as thestudy is emphasizing on hospitality sector. The main purpose of the study is to examine the role of customer satisfaction in repeatpurchase and for that hotel Marriott International has been taken into account. In such context,researcher will be emphasizing on secondary resources so as develop the section of literaturereview. This section is useful for specifying all the factors that attract customers to acquire servicesfrom the hotel. Customer satisfaction will be measured on the basis of thematic analysis where inseveral themes have been prepared on research topic. In the section of methodology, researcher hasdiscussed the sources through which relevant data has been collected. In the last section of thestudy, conclusion and recommendations are stated. Current research study has been focusing on hospitality sector where repeat purchasematters the most due to its likely impact on hotel's service provision. Viewpoints of several authorshave been taken into account so as to state the validity of research topic. It has been observed thatcustomer satisfaction is directly related to hotel's services which further also facilitates servicepromotion in other market segments (Carev, 2008). Repeat purchase is another dependentdimension through which efficacy of services can be ascertained. Rationale of the studyThe present has been made on role of customer satisfaction on repeat purchase and thisparticular attempt has been made on hospitality sector. There are various studies which have beenconducted on customer satisfaction; therefore the main purpose behind present study is to ascertainthe link between customer satisfaction and frequent purchasing. From many research studies, it hasbeen explored that repeat purchase take place only when customers are satiated with the use ofproducts and services. Thus, the present study has been accenting on interrelationship of all suchfacets. The subject matter has been selected since it has wider scope for data collection. There areso many analogous topics related to current study; however researcher has selected the one becauseof availability of quality information. Subsequent study has been conducted for the purpose of5
ascertaining the attributes through which frequency of repeat purchase increases. Significance of the studyThe subsequent study is important for academic and professional readers becauseinformation about different aspects related to customer satisfaction have been mentioned in theresearch. The study has used wide range of sources categorizing in secondary source; this furtherincreases reliability and credibility of the subject matter. Sufficient information has been includedabout the research topic which is beneficial for those researchers who wish to conduct the study onsimilar topics related to customer satisfaction and customer loyalty. Thus, it can be said that theentire research is significant because of use of quality materials. Further, subsequent research studyis also imperative because it is giving valuable recommendations to the hotel and use of suchsuggestions could also improve the performance and service capability of hospitality sector.The study has been conducted for the purpose of highlighting all the role that customer playsin the hotel. Considering this study, hospitality organizations would be able to implement manychanges in the business services. The study is useful for all those readers who conduct research oncustomer's value and beliefs and their impact on business performance. The study is assumed tohave broad scope of success due to aspects included. Hospitality sector has been chosen becausethis is the area where actual association of factors (customer satisfaction, customer loyalty, brandvalue and repeat purchase) can be determined. The study provides the opportunity to collect datafrom secondary source; therefore major topics are selected on that basis. Research ObjectivesAim: The present research study has been conducted with the aim “The role of customersatisfaction in repeat purchase: A case study on Marriott International Hotel UK”.Research objectivesTo analyze the meaning and significance of customer satisfaction in repeat purchase To evaluate the methods through which the state of repeat purchase can be encouragedTo ascertain the factors that affects customer satisfaction within hospitality sector Research QuestionFor the present research study research question has been made on the basis of theme of theresearch report.How effective customer satisfaction is for repeat purchase in hospitality sector?Background of the organizationMarriott International is an American diversified hospitality company that manages differenthotels and lodging facilities. It has more than 4,087 properties in 80 countries with approx 687,259rooms all over the entire chain of hotels. Marriott was founded by John Willard Marriott in 1927 at6
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