Customer Satisfaction and its Influencing Factors

The provided content is a list of academic sources related to various research methods and theories in the fields of social science, marketing, and management. The sources include books, journal articles, and conference papers that explore topics such as qualitative research design, customer satisfaction, service quality, loyalty, and employee safety.

INDEPENDENT
STUDY
To examine the relationship
between customer service and
customer satisfaction in
Holiday Inn Express

EXECUTIVE SUMMARY
The business units are continuously developing and enhancing its reach in the global
market. Concept of globalisation has helped in making the world as one big market which helps
business units in developing their operation in order to gain a competitive edge within the
market. Hotel segment is one of the prominent and most crucial part of hospitality. Hotels are
called "home away from home" because it is the only place which provides a wide rage of
services including food & accommodation, luxuries and comfort. UK hotel sector has grown and
developed highly with time. Subsiding impact of economic slow down and inflation has boosted
up tourism which has developed wide prospects for growth of the industry. Present report has
focused on analysing the role of staff in attaining consumer development measures. The
evaluation has sought the role of employees of Holiday inn in providing services range to gain
effective consumer satisfaction. The study evaluated various services which are adopted by the
business in order to develop an edge within the market. It has used wide range of data and
information to determine the same.
Literature review has been developed to create a detailed analysis of the research topic
and understanding as well. This section focuses on analysing every aspects of the research in
order to analyse all related information regarding customer services and consumer satisfaction
prospects. Present study has focused on understanding and evaluating the impact of consumer
services on customer satisfaction in Holiday Inn. In order to develop an in-depth analysis of the
same extensive secondary research has been carried out in this section of study. Moreover,
methodology acts as a path through which researcher can able to progress with the study in
appropriate manner. Present study has been developed by adopting effective and proper
methodology.
The research has been conducted in order to analyse the relationship between customer
satisfaction and customer services offered by the hotel segment. In order to attain research
objectives, researcher developed both secondary and primary research which helped in availing
authentic and reliable data for the company. On the basis of the overall research it can be
concluded that the company has been operating efficiently and has high scope for growth and
development on future as well.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study.............................................................................................................1
Research rationale.......................................................................................................................3
Research aims and objectives......................................................................................................4
Research questions .....................................................................................................................4
Significance of the study.............................................................................................................5
Research structure.......................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction...........................................................................................................................7
2.2 Consumer services................................................................................................................7
2.3 Costumer satisfaction............................................................................................................8
2.4 Impact of consumer service on consumer satisfaction.........................................................9
2.5 Role of employee in facilitating consumer service ............................................................10
2.6 Customer services approaches............................................................................................12
2.7 Holiday Inn Express ...........................................................................................................13
2.8 Conclusion ..........................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
3.1 Introduction.........................................................................................................................15
3.2 Research Philosophy...........................................................................................................15
3.3 Research Approach.............................................................................................................16
3.4 Research Design..................................................................................................................17
3.5 Data Collection....................................................................................................................17
3.6 Sampling.............................................................................................................................18
3.7 Data Analysis......................................................................................................................19
3.8 Reliability and Validity ......................................................................................................19
3.9 Ethical Consideration .........................................................................................................20
3.10 Limitations........................................................................................................................20
CHAPTER 4: DATA ANALYSIS................................................................................................21
Introduction...............................................................................................................................21

Data analysis and findings........................................................................................................21
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................29
Introduction...............................................................................................................................29
Conclusion.................................................................................................................................29
Recommendation.......................................................................................................................31
REFERENCES..............................................................................................................................33

CHAPTER 1: INTRODUCTION
Background of the study
The business units are continuously developing and enhancing its reach in the global
market. Concept of globalisation has helped in making the world as one big market which helps
business units in developing their operation in order to gain a competitive edge within the market
(Wu and Liang, 2009). Hospitality industry is one of the fastest growing sector within economy.
It widely supports the economic growth and development of the counties. Hospitality industry of
UK is considerably strong and has developed a competitive edge within the market. Policies and
relations of the government has helped in shaping growth spectrum for entities in the country
(Carraher and Parnell, 2008).
Hotel segment is one of the prominent and most crucial part of hospitality. Hotels are
called "home away from home" because it is the only place which provides a wide rage of
services including food & accommodation, luxuries and comfort. UK hotel sector has grown and
developed highly with time. Subsiding impact of economic slow down and inflation has boosted
up tourism which has developed wide prospects for growth of the industry (Nasution and
Mavondo, 2008). High growth rate has developed the segment in highly competitive. Industry
demands regular development and improvement in order to gain wide success within the market.
Industry has an effective impact on the development prospects of the country as well.
Trend of business and cultural tourism has developed within the economy. This has
developed an effective impact on hotels and lodgings. Entities in the present era are focusing on
developing global brand image by enhancing effective services within the market (Tajeddini,
2010). Global business development has helped business units in designing strategies and
policies which helps in creating favourable impact on consumer needs and preferences. Well
established business groups are currently focusing on developing unique and favourable
measures to provide quality services within the market. Customer service is the backbone of
hospitality industry (Ladhari, 2009). Organizations have developed the spectrum of hospitality to
acquire high level of consumers satisfaction.
Customer service is a very crucial and significant concept for business growth and
development. Every business unit irrespective of its industry focuses on developing high sales
and loyalty within the market in order to attain repetitive sales (Dominici and Guzzo, 2010).
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Unique and modern strategies are adopted by the business firms to enhance market
competitiveness and sustainability of the growth. Services offered to buyers create a wide impact
on the brand image and demand for the product or service within the market. Various business
units develop different forms of services in order to provide influential impact on the business
development and growth (Han, Kim and Hyun, 2011). These measures are accustomed by the
business units in order to create a wide and effective impact on the overall business development.
Concept of consumers services and development varies from company to company. Increasing
competition within the market helps in determining customer services range within the market
which helps business units in enhancing its competitiveness.
In hospitality industry consumers are the core focus of business. Hotels operate within the
market in order to analyse the needs and requirement of its guests and provide high quality
services to them. Changing consumers needs and developing market has forces the business units
in frequently understanding changing environment and adopting the same to enhance consumer
satisfaction. Employees of hotels are significant and most important resources for the company
as it helps business in enhancing the growth and development within the market. Moreover,
According to Hu, Kandampully and Juwaheer, (2009) Employees are the medium through which
a service industry is able to understand and analyse consumer needs and requirements. Present
study focuses on developing a detailed analysis about services offered by the hotels to its
consumers and its impact on the growth and development of business as well. To carry out
present analysis methods and practices adopted by holiday Inn will be analysed and evaluated.
Holiday Inn is the range of upscale chain of hotels operating efficiently in more that 70
countries around the world. Organization was established in the year 1952 with the vision of
providing fast and cost effective services to travellers and tourists (Chand, 2010). Development
of the hotel helps in developing a revolutionary change in UK hospitality industry as these cost
effective services and quality accommodation measures helped in attracting large amount of
consumers towards the hotel. In not more that 60 years the company has developed an effective
brand image and demand within the market. Holiday Inn has established more that 12000 hotels
in the world market is efficiently operating globally (Tseng, 2009). As per the surveys Holiday
Inn is one of the most renounced and recognised hotel around the world. Holiday Inn brand
includes Holiday Inn, Holiday Inn Club Vacations, Holiday Inn Express and Holiday Inn Resort,
and it is the biggest hotel brand in Inter Continental Hotels Group family.
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Present study will focus on analysing various range of consumer services offered by the
company in order to attain effective brand image within the market. In-depth analysis of the
report helps in seeking the strategies adopted by the company in order to attain high and effective
growth measures within the market. Present report will focus on analysing the role of staff in
attaining consumer development measures. According to Sparks and Browning, 2011 hotel staff
is a big asset for the organization as they help in understand social and emotional needs of the
employees and provide effective measures to attain the same. Thus, the evaluation will seek the
role of employees of Holiday inn in providing services range to gain effective consumer
satisfaction. The study will evaluate services which are adopted by the business in order to
develop an edge within the market. It will use wide range of data and information to determine
the same. The report will also focus on understanding the role of organizational workforce in
providing consumer services (Kuo, Wu and Deng, 2009). The stared measures will help the
researcher in developing an effective understanding about the working measures of the hotel
industry. Moreover, this will help in analysing the impact of service quality and range on
consumer perception and demand. The purpose of undertaking the present study is to investigate
the impact on customer services on consumer satisfaction in Holiday inn. Also, it assists in
developing sound strategy with respect to customer service range for the selected sector.
Research rationale
Increasing market competition has developed a genuine concern within the hospitality
industry regarding the strategies and services which helps the company in creating an effective
impact on the growth. Consumers are the key focus of every business firm. Every company
developed and designs effective measures to attract and retain high range of consumers however
only few are able to attain the set objective for the same. Present study thus will focus on
analysing the impact of customer services on consumer satisfaction in the hospitality industry.
This will helps in reflecting a valid and effective picture of the industry to researcher and readers
as well.
Numerous researchers and studies has been developed on the stated topic. Success and
development of the business demands in-depth knowledge about the strategies and measures
adopted by business units in order to attain high growth and success. The current topic is
significant in this fiercely competitive industry. New organizations are entering within the
market with new and innovative services to offer. However, the established brands are still able
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to manage their business and profitability. The present study will thus analyse the factors which
helps company in attaining consumers satisfaction within the market.
In the hotel industry, customer plays an essential role in the success of the business. They
act as the backbone for all the things. The hotels are required to adopt all possible business
approaches in order to satisfy their customers. Hence, this study explains the relationship
between services and satisfaction. It explains how the satisfaction is dependent on the services.
Further it also outlines the role of human workforce in the business operations. The case analysis
of Holiday Inn will help in understanding the practices that the company adopts in order to gain
high success measures globally. The cited company will develop an effective understanding
about the issues the company face and strategies which helps in developing high success impact.
The present study will focus on analysing the various approaches adopted by Holiday Inn
to develop consumer services within the market. The study will adopt various tools and measures
in order to understand the role of consumer services within the cited company. This will helps
the researcher in evaluating positive and negative impact on the employees of the company.
Moreover, Current topic will also develop an in-depth understanding about the contribution of
employees of the company in enhancing consumer satisfaction and brand loyalty as well.
Research aims and objectives
The aim of the research is to examine the relationship between customer service and customer
satisfaction in Holiday Inn Express. The objectives which will help in attaining the stated
objectives are:
 To assess the importance of customer service and customer satisfaction in Hotel industry
 To examine the role of human workforce in effective customer service
 To identify the approaches through which customer can be made satisfied from the
services
Research questions
Research questions will help in attaining the research aims and objectives effectively.
Various research questions which will help in attaining the research aim for the present study
are:
1. What is the importance of customer service and customer satisfaction in Hotel industry?
2. What is the role of human workforce in effective customer service?
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3. What are the approaches adopted by Holiday inn through which customer can be made
satisfied from the services?
Significance of the study
The present study is effective for analysing and understanding the impact of consumer
services in the growth and development of the company. Consumer needs and perception
depends on the individual thinking and choices. Hotels are developing widely within the market
in order to provide effective services to its guests. The study develops an in-depth study about
consumer needs and choices within the market. The current topic cover a broad and crucial
concept of business growth and development within the market. It will help the company and
research scholars in examining the crucial and significant factor which helps an organization in
developing high success factors. Moreover, the research will support in academic scholars in
developing an effective understanding about the proposed topic.
The study carries out extensive research about various factors that helps the company in
establishing an effective brand image in the competitive market. It will help in supporting the
theoretical and practical knowledge on the proposed research problem. Present study will help in
developing application of theoretical knowledge and analysis.
Research structure
A research study is developed in a definite structure in order to develop an effective
proper format for the study. Present study aims at analysing the impact of costumer services on
consumer satisfaction in hospitality segment. Structure of the present has been discussed
henceforth.
Chapter 1: Introduction- This section creates an effective and clear understanding about the
research topic and research strategies that will be applied in the study to attain the set objectives.
Current study has focused on analysing Aims and Objectives in this chapter. Moreover, it also
focuses on providing an in-depth analysis of the background of the study and its significance in
order to attain business objectives effectively.
Chapter 2: Literature review- This section of the report helps in developing extensive secondary
research in order to analyse the past studies and researches for the given topic. This creates a
detailed analysis of the research topic and understanding as well. This section focuses on
analysing every aspects of the research in order to analyse all related information regarding
customer services and consumer satisfaction prospects.
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Chapter 3: Research methodology- This is a crucial and significant part of the research study. It
focuses on application of research tools and techniques to attain research aims and objectives.
This helps in structuring the research study and attaining favourable results for the same. Present
study has adopted a well defined means of research methodology. This has developed effective
structure for the report by applying appropriate scientific methods for the same.
Chapter 4: Data analysis - This chapter focuses on developing research findings results for all
the related research question. Present study focuses on analysing the impact of relationship
between consumer services and customer satisfaction. This section will develop a detailed study
and use various quantitative and qualitative tools in order to develop effective and favourable
research findings.
Chapter 5: Conclusion and Recommendation- This is the most crucial and significant part of
the research study. This helps in developing overall zest of the research topic and findings as
well. This section of research in developed in order to conclude the overall study for the topic. It
also helps researcher in developing an in-depth analysis of the topic and provide effective
recommendations for the same. This section includes a detailed discussion about how the cited
firm is performing within competitive environment and possibles measures it may adapt to
develop its current working prospects. This part also analyses that all its objectives are achieved
or not.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This section of study develops a detailed and in-depth analysis of the proposed topic to
attain research aims and objective. Present study focuses on understanding and evaluating the
impact of consumer services on customer satisfaction in Holiday Inn. In order to develop an in-
depth analysis of the same an extensive secondary research will be carried out in this section of
study. It will focus on understating the motive of subject and all associated concepts and
subjective study as well. Current research subject depends on subjective study and analysis.
Thus, researchers focuses on effectively understanding the terminologies and concepts associated
with the study. In this context, books, journals and online content have been used to collect
necessary secondary information.
2.2 Consumer services
Customers services are the concepts whereby companies develop unique and effective
measures to analyse consumer needs and provide them valuable services in order to gain high
level of trust and loyalty within market. According to Chand, (2010) concept of services has
outspread in the market. Buyers demand products and services which are capable of providing
high value for services. Core product is the minimum requirements of buyers in this modern era
(Kimpakorn and Tocquer, 2009). Trend to expect something extra or valuable services has
moulded consumer preferences for choosing companies from which they would buy products or
service.
Every business unit is presently focusing on seeking the effective and creative measures
to attract buyers to attain sales maximization. This development has benefited buyers widely.
According to Kimpakorn, and Tocquer, (2009) world economy is truly said to be buyer's world.
Consumer is hence treated as King/Queen in the market. For example well established brand
image such as Apple is providing highly technical and competitive smart phone within the
market. Buyers however prefer products because the company is able to provide additional and
valuable services along with the core products. Product quality, brand value and quick consumer
services has helped in developing a global brand image within the market (Tajeddini, 2011).
Various researches and studies has been developed and applies in the stated topic in order
to analyse the needs and preferences of the companies and employees as well. Hotel chain
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focuses on meeting organizational needs and requirements along with developing a well
developed service standards. Consumer services seek effective and influential measures to
develop the operational measures for the business (Kandampully, Juwaheer, and Hu 2011). The
concept of consumer services focuses on developing measures which helps the guests in
developing a memorable experience in the market. The companies are focusing on developing
the same to attain an effective competitive edge within the market by providing creative and
innovative services to the buyers.
The recent trends that has developed the hospitality industry widely and attracted high
consumers for the same. It includes technology enhancements, budgeted hotels, capsule hotels,
EBS, Wi-Fi services etc (Wu, 2013). The service range varies from basic to luxury services.
These helps the guest in creating an effective and valuable change within the market. The
services are the backbone of the industry and helps the guests in creating and a value for the
same. The services are intangible benefits which the guests enjoy as per their own needs and
preferences. According to Robertson and et.al., (2016) the ability of an organization to provide
high services in limited budget is a rising challenge rather that developing a leisure experience
for them.
Raithel and et.al., (2012) states that a concept of consumer service in the hospitality
industry is different and more crucial for the business. Consumers approach hotels, restaurants,
food chains etc. with the expectation of gaining valuable services apart from the basic. They are
less interested in services they buy or pay for, rather their keen interest is in services which they
attain personally and additionally. Hence, Zhang, Zeng and He, (2012) stated in various
researches that a good customer service is the one which effectively satisfies a consumers and
develops loyalty for the firm.
2.3 Costumer satisfaction
Consumer loyalty is a significant need for attaining effective and valuable brand image
within the market. Fierce market competition and increasing changing consumer preferences has
revolutionised business practices and activities. According to Malik, (2012) well established
chain of hotels operates to meet consumers demands regarding accommodation, comfort and
leisure. Consumer perception for these factors varies on the basis of various factors and
attributes. These pose significant challenge for the growth of brand image and growth of
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company. Organizations well developed means of services in order to gain high consumer
satisfaction and low complaints for them.
Zaim, Bayyurt and Zaim, (2013) states that it is a very difficult task for the hotel industry
to analyse individual needs and preferences. Organizations thus has developed feedback system
which helps the hotel chains in improving t their services on the basis of consumers preferences
and feedbacks. This measure is effective and competitive in the present market. Moreover, in
order to create an effective and valuable impact on the growth of business companies efficiently
develops the process of employees communication in order to attain high and effective services
within the company (Wong, and Dioko, 2013). This helps in developing effective measures to
keep consumers satisfied by providing them a personal attention and valuable treatments as well.
2.4 Impact of consumer service on consumer satisfaction
Consumer service and satisfaction has developed a close and direct relationship within
the current market scenarios. Services are the backbone of industry which helps a business in
developing its brand image within the market and gain access to effective information and
values. Well developed customer services helps the business in developing an effective brand
image and competitive edge within the market. Eisenbeiss and et.al., (2014) has determined
different range of services which helps guests in developing an effective and valuable impact
within the market. Delivery of effective services may result a hospitality industry in receiving the
following major outcomes:
 Delight
 Satisfaction
 Dissatisfaction
 Negative conception
Delight refers to the situation or outcome where the guests enjoy their stay in the hotel
and develop a positive perception for the hotel however this develops a delight of stay and revisit
or additional sales through this reaction is doubtful (Baumann, Elliott and Burton, 2012).
Satisfaction is the outcome where the guests enjoyed their stay in the hotel and were widely
satisfies with the range of services offered. These outcomes help the company in developing
loyalty and trust within the market. Dissatisfaction is the outcome where the guests are not
satisfied with the range of services that the hotel or organization provided to them and will not
revisit the place in near future. These outcomes develop complaints due to lack of some basic
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and effective services (Van Vaerenbergh, Larivière and Vermeir, 2012). Negative conception
however as suggested by the name is the outcome which annoys and built a negative impression
on the guests. These outcomes develop an adverse impact on the brand image and popularity of
the business.
On the basis of the above analysis can be clearly determined that effective consumers
services helps the organization in creating high range of consumer trust and loyalty. These
factors help the business in enhancing the brand image and demand within the market. For
example holiday inn has developed wide and effective range of services within its hotels which
are able to fulfil the needs and preferences of the guests. According to Willis, Brown and
Prussia, (2012) hotels are said to home away from home which has developed a concept of
residing in high and effective services related to accommodation, food, services, entertainment,
comfort and leisure as well. Better and effective services helps in enhancing consumer visits in
the hotels. Apart from the basic needs of shelter, safety, and food the concept of hotels has
developed the needs of guests for entertainment, leisure, personnel attention, quality
ascertainment, quick services etc. All these factors collectively helps to develop high consumer
satisfaction within guests thus developing loyalty for the stated brand.
2.5 Role of employee in facilitating consumer service
Technology advancement is ruling the world and is creating a wide and effective impact
on working system of various business firms within the market. These measures helps the
companies in creating fast and effective services within the markets. However automotive
mechanism is a human developed process which is able to analyse only the set needs and
preferences of people within the market (Malik, 2012). These process are unable to provide the
personalised services and attention to any individual. Automatised project in McDonald China is
able to provide an option of Customisation of menu and products to its consumers however it
cannot provide services regarding personnels need analysis, prioritising deliveries as per the
needs or suggesting people on the basis one own choices. Thus, mechanical measures are used to
develop the industrial working however this cannot be used to provide high level of customer
satisfaction in the market.
Employees are the crucial and most significant part of the industry. The core concept of
hospitality is to develop a relation between guests and host. This age old concept helped the
companies in developing service ranges and measures to provide effective and high comfort and
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satisfaction levels in the industry (Zaim, Bayyurt and Zaim, 2013). The consumers visiting a
foreign nation are able to seek well developed accommodation which helps the visitors in
developing valuable and memorable experience within the nation. However, the social needs of
the employees are attained by effective interaction with people and employees of the region or
organization.
The employees are the resources of the company which helps in developing a vibrant
friendly environment within the organization. According to Tajeddini, (2011) front desk
department of the company is demanded to be well communicated, friendly and groomed as they
help in developing an effective and valuable impression on the guests. They are the face of the
company which guests first interact with and develop an impression regarding services as well.
Chand, (2010) states that increasing trend for travel and tourism has helped the people in
seeking new and effective places to visit and spent a leisure time therein. This has helped the
business in gaining wide and effective business from the visitors from different nations of the
world. The organizations focus on developing an effective and valuable impression through
developing a supportive and empathetic approach towards the company. The employees are the
people with whom guests interact and seek services (Chand, 2010). Thus, through face to face
conversation they are able to develop a social bond with people in foreign world. They are able
to express their needs, wants and requirements clearly which, when hotel staff listen are able to
meet the requirements efficiently using their own skills abilities. This provides a hotel a critical
opportunity of success within the market.
Culture is yet another crucial aspect of the industry which helps the business units in
creating a wide and effective impact in the growth. There is no clear definition to analyse and
understand the socio cultural factors but factors which develop a valuable effect the individual
are for example by the way they dress, behave, their values and beliefs, time consciousness,
language, learning and the way of living. Also, these are some factors that influence on their
consumption and them as hospitality consumers (Dominici and Guzzo, 2010). These factors are
not constant within the market. These measures help the business in enhancing a valuable
measure to understand and analyse the cultural needs. Hotel industry focuses on training and
developing the organizational staff so as to effectively meet the consumer needs and preferences
within the market.
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Employees of a hotel industry helps the organization in developing an effective impact in
the growth of the firm. Hotel staff are develop empathetic behaviour within the organization.
This helps the business in providing personal and subjective attention on the consumers. This
strategy develops a favourable impact on consumer satisfaction (Sparks and Browning, 2011).
Quick respond to the requests and valuable and services to the guests are the most crucial and
effective services for the businesses. Employees are the only and most effective sources to attain
the same. The modernized measures helps the companies in speeding up the deliveries and
processes however those processes are not capable of understanding individual needs of people.
Moreover, relationship management is one of the most significant and crucial concept for the
same in the segment. According to Carraher and Parnell, (2008) consumer in a hotel segment is a
multichannel customer. According to study 50% of consumers prefer checking online reviews
and ratings about quality of services and consumer relationship preferences. Thus, employees
within industry develops a wide impact on developing consumer relationship.
According to Tajeddini, (2010) employees are the resources which has the ability to
analyse the changing environment and act accordingly within the company. These resources are
economic and effective for the growth and development of the firm. Effective training and
development programmes helps in creating a valuable changes which helps in delivering high
and effective services to the guests within the company. Moreover, theses measures also helps a
business in enhancing its prospects for development and attaining competitive edge. Every
business unit currently is thus focusing in developing effective and valuable measures to train
and develop the employees of the company in order to attain the organizational goals. The aim of
the company is to develop measures which may help the company in developing innovative and
creative measures to deal with consumers needs and requests.
2.6 Customer services approaches
Consumer expectations within the economy is continuously developing and enhancing
with changing preferences of the people. Globalization has boosted competition in the hotel
industry significantly in last decade. Economy has revolutionised and has developed high impact
on the growth and development of the business. In this respect, as per the view point of Tseng,
(2009) taking and considering the feedback of customers is being regarded as one of the most
effective and significant approach to the customer services. In this context, it has been seen that
the effectiveness of the customer services as being given by the firm thoroughly depends upon
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the type of feedback as being given by the buyers in an effective way. Here, high quality of
services will be delivered by the firm if they will make changes within corporation as per the
feedback of its respective buyers. Here, it is by complying with the given type of activity only
firm can maintain as well as enhance the satisfaction level of its buyers.
Furthermore, Dominici and Guzzo, (2010) have stated that actively listening the issues as
being communicated by the buyers is being consider as another approaches to customer services.
It is the responsibility of front line employees that they must not ignore the problem which is
being communicated by its customers. This is because, if it is done at that time it will lead to
entail the negative feeling among buyers. Due to this, the sales and profits of the enterprises will
be impacted in a negative way. Kuo, Wu and Deng, (2009) have argued that fulfilling the needs
and demands of the customer is the best approach to deliver the high quality of services. The
statement as being given by author is correct. This is because, it has been seen that satisfaction of
the customers will be maintained if organization will produce the services as per their specific
needs and demand. The given thing has been practised by many hospitality firms. For example,
concept of capsule room has been emerged in China. It is a unique and new concept. These
rooms are developed for the male customers who stay within country for very short period of
time may be for an hour or a day. The given concept has gained popularity because of its cost
effectiveness feature.
2.7 Holiday Inn Express
Holiday Inn Express is the mid price hotel chain which offers limited services at
reasonable prices. The hotel is basically known for the fast services. It is the reason why it has
associated the name such as Express with its brand name. In addition to this, the hotels of
Holiday Inn Express offers free local calls and free in room wireless internet. It has around
12000 hotels which are located in more than 40 countries. This means that the customer can avail
the services of cited firm from anywhere in world (Kimpakorn and Tocquer, 2009). However,
the firm does not provide consistent services in all its hotels which are located in varied location.
Thus, it is being regarded as the negative aspect of Holiday Inn Express customer services which
affect the satisfaction level of many buyers.
2.8 Conclusion
From the above section, it can be stated that there is direct link has been found between
customer satisfaction and customer services as being provided by the hotel. This is because, it
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has been seen that high level of customer services will lead to enhance the satisfaction level of
buyers. However, with an aim to enhance the effectiveness of the customer services as being
given by firm, manager will have to take help from the number of approaches. By complying
with the given type of activity, overall benefit will be received by the corporation such as
Holiday Inn Express in the form of increased profits and sales.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
In this section, discussion is done with regards to research tools and techniques that will
be used in this research. Methodology acts as a path through which researcher can able to
progress with the study in appropriate manner. Further, it supports in progress with the study
through which each of the research objectives are addressed accordingly (Bell, 2005). In this
context, areas that are covered in this section are philosophy, approach, design, data collection,
sampling, data analysis, ethical consideration and reliability & validity.
3.2 Research Philosophy
Research philosophy can be referred to the crucial assumptions that been considered by
the researcher towards the study. Also, it depicts the beliefs and value of the researcher for the
proposed study that aids in determining the data collection and analysis tool. Additionally,
philosophy helps in framing the nature of research through which it is identified whether findings
can be applied universally or to specific situation only. In this regard, there are varied set of
philosophy namely epistemology, interpretivist, ontology, phenomenology and positivist
(Guthrie and et.al., 2004). Since, present research aims to assess the relationship between
customer service and satisfaction level, therefore, interpretivist philosophy is applied.
This philosophy is applied in order to interpret the responses that attained from the
customers of Holiday Inn Express. Here, responses have been interpreted on the basis of
literature review and from researcher’s point of view. Also, interpretive philosophy helps in
analysing different aspects of research that aids in attaining appropriate results. Through this,
interpretation is made considering the research questions from which appropriate conclusion is
developed. Further, this philosophy aids in developing actual results as it interpreted primary
information that been collected by the researcher itself. Hence, it doesn’t lead to development of
biased results and therefore supported in completing this research. Other philosophies are not
applied as it can deviate the researcher from subject matter. Positivism philosophy is not applied
as it is scientific method that states findings are universally accepted (Law, 2004). However, it is
not possible within the context of service delivery and customer satisfaction as it varies from
person to person and company to company. Moreover, epistemology emphasis on taking inputs
15

from past study and from other’s mind from which key objectives of the study can be hampered.
Therefore, by considering all these, interpretivism philosophy is applied.
3.3 Research Approach
Setting approach is one of the key part as it supports in determining the path through
which research can be progressed to attain the defined objectives. It supports researcher in
identifying the steps that need to be considered while carrying out the study. Through this, data is
collected and analysed for attaining actual results. There are two types of approach namely
inductive and deductive that can be applied by considering the assumption of researcher and
nature of the study. Inductive approach initiates with data collection and ends with development
of theory whereas deductive involves reviewing theory first and confirming whether it is
applicable in particular context or not (Zainal, 2007).
Figure 1: Inductive and Deductive Approach
(Source: Golafshani, 2003)
Considering this, present research has applied inductive approach as it aids in collecting
specific data with regards to subject matter upon which required findings is attained. It is feasible
for this study because it supported in gaining information through questionnaire from the
customers of cited hotel upon which actual relationship between customer service and
satisfaction level is attained. This approach aids in developing theory out of it which can be
applied in general context as well in other hotels (Baker and Wang, 2006). Since, it is evident
16

that concept of modern and technologically advanced hotels is increasing and this research has
helped in identifying the impact of source customer service on the satisfaction level. Based upon
it, other hotels can take necessary steps so that overall satisfaction level can be enhanced.
However, if deductive approach is applied then it would have confined the research to particular
theories from which motive of present study gets affected.
3.4 Research Design
Research design can be referred to a map of the study that helps researcher in attaining
end results in effectual manner. With design, researcher is able to decide upon the tools and
techniques well in advance so that they cannot get deviated from the subject matter. In this
regard, there are varied designs that can be taken into account such as exploratory, descriptive,
causal, case study and experimental. In this context, present study has applied exploratory design
in which relationship between customer service and satisfaction level has been attained. With the
help of this design, in-depth discussion is made on the subject matter through which required
finding has been attained. By applying this design, new information is derived within the context
of factors affecting customer satisfaction (Nuttin, 2014). In this study, key focus is on effect of
use of only technology rather than combination of technology and human resource on the
satisfaction level of customers. In present era, hotels are focusing on technological advancements
in order to boost the satisfaction level. However, this motive can be hampered due to differences
in the thinking (Conrad, 2008). Considering this scenario, present research has applied
exploratory study in order to gain idea about the change in customer satisfaction level by using
high technology.
3.5 Data Collection
For any research, it is required to collect varied set of data in order to gain in-depth
scenario about the subject matter. Based on it, analysis is done that helps in attaining required set
of results. Further, data collection helps in attaining valid and reliable information through which
key concern of the study is fulfilled. In this regard, data can be collected from primary and
secondary sources. Data that are collected first time directly by the researcher is primary data and
already existing data are termed as secondary data (Bryman and Bell, 2007). As per the beliefs
and approach of researcher, data has been obtained from both the source and it certainly aids in
gaining combination of information regarding subject matter.
17

For the purpose of collecting primary data, survey method has been taken into account as
it is feasible to obtain data from larger sample size. Here, questionnaire has been used as research
instrument that comprises of close ended questions. Researcher has conducted survey for
obtaining key information of customer satisfaction and service delivery from the customers of
Holiday Inn Express, London. This aids in gaining detailed and exact information about
perception of customers towards more use of technology of service delivery within cited hotel
(Merriam, 2009). Based on it, required information has attained that aids in completing the study
in desired format. However, survey has been entailed as it helps in reaching to large set of
respondents at a time and is also cost effective. This method has helped in attaining quick
response from the customers of cited hotel which supported in completing the study in desired
manner. In addition to it, questionnaire aids in attaining information directly from the
respondents which helps in gaining data which is not been manipulated in any sense.
Apart from this, data has even collected from secondary sources in order to gain
theoretical information with regards to customer service and service delivery. This aids in
gaining key information related to subject area that helps researcher in progress with specific
study. It aids in developing sound base and also helps in finding gaps in the literature which can
be filled with present study. In present research, secondary data has been collected from varied
sources namely books, journals, magazines, online articles, newspaper and related scholarly
content (Webster and Mertova, 2007). This helps in developing appropriate conclusion from this
study.
3.6 Sampling
In order to collect data, it is required to select sample for the same so that data specific
and limited amount of data can be obtained. It is evident that researcher is not able to collect data
from each element of population and therefore sample need to be selected in a manner from
which each and every quality of population can be include in it. In this regard, sampling can be
done in two manner i.e. probabilistic and non- probabilistic. In probabilistic method, each and
every element of population possesses equal opportunities of getting selected into sample size.
On the other hand, probability of getting selected in population is divided haphazardly (Bowen,
2009).
In present research, probabilistic sampling has been employed for the purpose of
selecting sample for the study. In this context, simple random sampling is employed in which
18

sample is selected randomly. For this, email ID of customers of cited company is taken into
account and questionnaire is floated from it. For this research, sample size is determined as 50
customers. However, not every customers will reply to questionnaire therefore mail is sent to
around 350 customers. Among these, 50 questionnaire that completed in every sense are taken
into account which helped in developing results from it. Rationale behind applying probabilistic
sampling is that it helps in gaining unbiased responses and in random manner which is the core
motive of present research. With random data, actual and varied perception of customers towards
service delivery has been attained that completed the purpose of the research (Karasar, 2009).
3.7 Data Analysis
For any research to complete, it is required to analyse that data that attained from
different sample so that actual finings can be attained through it and hence sound conclusion can
be developed. It is the core activity that supports researcher in deriving precise results. In this
context, analysis can be made qualitatively, quantitatively or through mixed methods. Since,
present research has obtained data from survey techniques, therefore quantitative data analysis
has been done. For this purpose, SPSS has been used as a statistical tool in which varied analysis
tools are applied. It applied cross tab and descriptive statistics so that required results can be
obtained. It helps in conducting rationale and systematic data analysis from which effectual
results is attained. Also, it aids in reflecting the results as it exist and hence doesn’t manipulate in
any manner. Through this, each of the research objective is attained (Collis and Hussey 2014).
Further, qualitative measures are not incorporated as it includes manipulation of data based on
theory and this can certainly affect the validity of results. From this, key results will not attained
with respect to customer satisfaction. Also, it will not support in gaining answer to each research
questions (Goddard and Melville, 2004). Hence, considering the nature of research, quantitative
measures are incorporated in present study as part of deriving results from primary data of
customers.
3.8 Reliability and Validity
In order to ensure the reliability and validity in present research, different measures have
been incorporated. In this regard, sufficient sample size has been taken into account so that valid
results can be obtained. Also, data has been collected from reputed sources as part of ensuring
reliability. Further, data prior to year 2002 is not included in this study as it can question the
19

validity of information. In addition to it, no data has been manipulated and efforts are engaged to
display the results as it exists (Skulmoski, Hartman and Krahn, 2007). This helps in attaining the
purpose of research in effectual manner.
3.9 Ethical Consideration
As part of ethics, different measures have been taken into account that helped researcher
in conducting ethical research. In this context, data obtain from customers has been stored in
secured manner and same is not revealed to third party. This helps in protecting the right of
respondents. Further, data has been used for research purpose only and same will be destroyed
once the aim of research completes in every manner. Also, no manipulation of data is done in the
study as it can affect the research outcome. In addition to it, consent from respondents has been
taken prior collecting data from them (Jackson, 2010). Also, no contracting data is collected
from the customers of Holiday Inn Express.
3.10 Limitations
There are different limitations to this research that would have affect the validity of
research. In this context, time is one of the limiting factor that can affect the research practice.
Another concerning factor is cost as it is limited and due to this, researcher is not able to access
to material that has high price. Also, respondents might have respond wrong to particular
question and this can make an impact on the research outcome (Bell, 2005).
20

CHAPTER 4: DATA ANALYSIS
Introduction
This is one of the most significant and crucial part of the study. This helps the researcher
in creating a valid and effective impact on the research study and analysis. This part of the study
focuses on analysing an in-depth study of the report and what are the data findings. Present study
focuses on analysing a relationship between customer services and customer satisfaction in
holiday Inn Express. In order to attain the research objective an extensive primary research was
undertaken by the researcher in order to get the new and authentic research data on the given
topic. For conducting the research the data was collected from a sample size of 50 consumers of
Holiday Inn hotel. The probabilistic approach of data collection helped in creating a valid and
effective findings for the same. The findings are based on the questionnaire which was
developed in order to take consumer responses for the research study.
Data analysis and findings
The findings of the research conducted with consumers are as follows. He following
findings and analysis will help in developing a clear and effective idea about the performance of
the organization within this competitive market and what services it is providing in order to
develop consumer satisfaction.
How often do you travel to places away from home
Frequency Percent Valid Percent Cumulative
Percent
Valid
Rarely 4 8.0 8.0 8.0
Often 14 28.0 28.0 36.0
Frequently 14 28.0 28.0 64.0
very frequently 18 36.0 36.0 100.0
Total 50 100.0 100.0
Findings: From the above table it can be clearly determined that 4 respondents out of 50 said
that they rarely travel to places away from their home. 14 respondents said they often travel
while another 14 respondents said that they travel frequently to places away from their home.
Furthermore, 18 respondents said that they are the frequents travellers within various parts of the
world. This helps in understanding the increasing impact of travel and tourism on the hotel
21

industry. Out of total respondents 8% were rare travellers which means that they are either new
or rare service user. Rest 92% of the respondents demands the hotel and accommodation services
repeatedly.
How did you know about holiday Inn Express
Frequency Percent Valid Percent Cumulative
Percent
Valid
Internet 22 44.0 44.0 44.0
Advertisement 10 20.0 20.0 64.0
Friends and family 6 12.0 12.0 76.0
Popularity 9 18.0 18.0 94.0
Other 3 6.0 6.0 100.0
Total 50 100.0 100.0
Findings: The response to the questions about how did the respondents know about Holiday inn
services, 22 of the respondents said that they knew about the service through internet. 10
respondents said that their source of knowledge was internet. 9 respondents opted popularity as
their source of knowledge. 6 of them said Holiday inn Express was suggested to them by their
family and friends while 3 respondents said that they got the knowledge about the entity through
some other source. From the above analysis it can be clearly and effectively determined that in
the modern era internet is one of the most effective and frequently used tool which helps the
people in searching effective accommodation options. As per the findings 44% of the total
respondents used internet to gain knowledge about Holiday Inn.
How will you rate the services offered by Holiday Inn Express?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 18 36.0 36.0 36.0
Very good 20 40.0 40.0 76.0
Average 7 14.0 14.0 90.0
Below average 4 8.0 8.0 98.0
Not good 1 2.0 2.0 100.0
Total 50 100.0 100.0
Findings: The above table clearly represents that Holiday inn express delivered a favourable
response for quality of services offered by the company. On the basis of the above findings it can
22

be seen that 18 out of 50 respondents deliberately said that the services offered by the company
were excellent. 20 of them rated the services as very good. 7 said that the services were average
while 4 found it below average. However, 1 respondent said that the services were not good. The
table represents that majority of the respondents and service users found services of the company
effective and favourable. 36% of the respondents find it to be excellent while 40% said it was
very good. This helps the company in analysing that consumers are satisfied with the working
measures of the company. However, 8% of the respondents said the services were below average
while 2% said it was not good. This reflects that the organization has scope of improvement and
effective feedback and development measures can help the company in creating a favourable
impact on people.
Customer service is the significant factor to develop customer satisfaction.
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 27 54.0 54.0 54.0
Agree 14 28.0 28.0 82.0
Neutral 7 14.0 14.0 96.0
Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
Findings: On the basis of above findings it could be effectively analysed and evaluated that 27
out of 50 respondents strongly agreed with the fact that customer services helps in developing
customer satisfaction for the service users. 14 respondents agreed with the same. 7 respondents
gave a neutral response while 2 people disagreed with the given statement. On the basis of the
findings it can be effectively analysed that customer service is one of the most crucial factor in
developing consumers satisfaction for the company. 54% of the respondents strongly agreed and
28% of the respondents agreed with the same. This represents that service users has developed a
strong positive relations between services offered and their satisfaction level in hospitality
industry. 14% of the respondents gave a neutral response for the same. This reflected that they
were neither in favour of the statement nor against it. However, 2% disagreed which shows that
there are few factors for few people which are more demanded that customer services only.
Service range
23

How is Holiday inn's services towards quick and immediate response?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 10 20.0 20.0 20.0
Very good 20 40.0 40.0 60.0
Average 19 38.0 38.0 98.0
Below average 1 2.0 2.0 100.0
Total 50 100.0 100.0
Findings: The above table represents that 20% of the people rated quick and immediate response
for consumer requests by Holiday Inn Express as excellent. 40% said it to be very good while
38% rated it as average. However, 2% of the respondents rated the factor as below average. On
the basis of the above it can be analysed that consumers rated the factor of customer service as to
the good however the company has wide scope of improvement and development for the same.
How is Holiday inn's services towards technological support?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 8 16.0 16.0 16.0
Very good 25 50.0 50.0 66.0
Average 10 20.0 20.0 86.0
Below average 7 14.0 14.0 100.0
Total 50 100.0 100.0
Findings: At present the technological support is taken as one of the most significant factor
needed in the field of organizational development and customer service range. In these regards
Consumers responded Holiday Inn Express's services as favourable. 16% of the respondents
rated it excellent and 50% said it to be very good. The cumulative response for the same is 66%
which is in favour of the company. In addition to this 20% of the respondents rated the services
offered by the company as average. These respondents were neither in favour nor against the
question. In contrary to this 14% of the respondents said that the technological support within the
organization is below average.
How is staff communication managed in Holiday Inn Express?
Frequency Percent Valid Percent Cumulative
Percent
24

Valid
Excellent 8 16.0 16.0 16.0
Very good 10 20.0 20.0 36.0
Average 22 44.0 44.0 80.0
Below average 8 16.0 16.0 96.0
Not good 2 4.0 4.0 100.0
Total 50 100.0 100.0
Findings: As per the given analysis staff communication within Holiday is effective. 8
respondents out of 50 said it to be excellent. 10 respondents said it to be very good while 22
rated the service as average. This reflects that the organizational working was effective and
favourable for the company 80% of the respondents gave a favourable response. In contrary to
this 8 respondents said that the technological support provided by the company is below average
while 2 respondents rated it as not good. This analysis clearly reflects that technology is
significant part of the growth of the company and the cited firm has wide prospects to grow.
How did you find the location of Holiday Inn Express?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very good 7 14.0 14.0 14.0
Average 19 38.0 38.0 52.0
Below average 14 28.0 28.0 80.0
Not good 10 20.0 20.0 100.0
Total 50 100.0 100.0
Findings:The given data represents that the location factor of the company is yet another factor
to analyse the customer services of the company. On the basis of the findings attained 7 people
said the location factor of the company to be good while 19 respondents said it to be average.
This analysis represents that location factor is not much favoured and needs to highly
emphasised on. 14 respondents rated this factor to be below average. 10 respondents of the
survey said that the location factor if holiday Inn Express was not good are they dis not favour
the same. This clearly reflects that the organization needs to develop and enhance the location
decisions for the organizational growth and development.
Holiday inn express provides technology based services.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 9 18.0 18.0 18.0
25

Agree 26 52.0 52.0 70.0
Neutral 15 30.0 30.0 100.0
Total 50 100.0 100.0
Findings: From the above table it can be analysed that the 18% strongly agreed that Holiday inn
Express provided the technology based services within the company. 52% of the respondents
agreed with the same. 30% has a neutral reaction which represented that they were neither in
favour nor against the enquired subject. Thus, the gathered information reflects that the business
unit has developed a well developed technological infrastructure for the consumers. 70% people
responded in favour of the company thus it can be said the technological services of the company
are effective and favourable.
How is 24 hours Wi-Fi access Holiday Inn Express?
Freque
ncy
Percent Valid Percent Cumulative
Percent
Valid
Excellent 10 20.0 20.0 20.0
Very good 24 48.0 48.0 68.0
Average 13 26.0 26.0 94.0
Below average 2 4.0 4.0 98.0
Not good 1 2.0 2.0 100.0
Total 50 100.0 100.0
Findings: The above table represents one of the technological based service which Holiday Inn
Express provides. The table reflects that 20% of the respondents said that the 24 Wi-Fi access
given by Holiday Inn Express given by the company is excellent and effective. 48% said it is
very good, 26% of the respondents said it to be good. This reflects that the service is highly
favoured by the guests and respondents. However, 6% of the respondents said the Wi-Fi services
of the company as unfavourable.
How is E-booking services in Holiday Inn Express?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 19 38.0 38.0 38.0
Very good 17 34.0 34.0 72.0
Average 8 16.0 16.0 88.0
Below average 6 12.0 12.0 100.0
Total 50 100.0 100.0
26

Findings: the table represents that 19 respondents said the e booking services of Holiday Inn
Express to be excellent, 17 respondents rated it as very good. The above response constitutes the
72% of the total response. Hence, it can be effectively analysed that majority of the respondents
favoured he E-booking service of the company. However, 8 respondents rated it as average and 6
as below average. On the basis of these findings it can be said that the company has a scope for
growth and development for the stated service.
How did the company manage its third party portals (Goibibo, Trip adviser, Expedia
etc)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 12 24.0 24.0 24.0
Very good 31 62.0 62.0 86.0
Average 7 14.0 14.0 100.0
Total 50 100.0 100.0
Findings: The above table attained favourable response for third party portal managed by the
company. The respondents found the service effective thus total of 86% respondents gave a
favourable response for the service. 24 rated the service as excellent and 62% rated it as very
good. However, 14% responded as average as well.
How will you rate the services offered by Holiday Inn Express * Will you revisit Holiday
Inn for your next trip Cross-tabulation
Count
Will you select Holiday
Inn for your next trip
Total
Yes No
How will you rate the
services offered by Holiday
Inn Express
Excellent 18 0 18
Very good 17 3 20
Average 3 4 7
Below average 2 2 4
Not good 0 1 1
Total 40 10 50
Findings: The above table represents a relative response of people in relation to their response
related to the services offered and their probability to select the organization. As per the
27

findings, 18 respondents rated the services offered by Holiday Inn Express as excellent and all of
them said they will revisit the organization. Out of 20 respondents who rated the services as very
good, 17 agreed to select it for their next visit while 3 said no for the same. From the 7
respondents rated the services average 3 agreed to visit while 4 disagreed. The respondents who
rated the services as below average attained a 50-50 response for the same. However, the one
respondent who found the service of the company not good said no to the question asked if
he/she will revisit the company back. This clearly represents effective services are the crucial
part of developing customer satisfaction and loyalty for the unit.
Technological support * Will you revisit Holiday Inn for your next trip Cross-tabulation
Count
Will you select Holiday Inn for
your next trip
Total
Yes No
Technological support
Excellent 8 0 8
Very good 24 1 25
Average 7 3 10
Below average 0 7 7
Total 39 11 50
Findings: As per the given data 8 respondents said the technological support of Holiday Inn
Express to be excellent. All the 8 respondents said that they will select Holiday Inn Express for
next trip as well. Out of 24 respondents who rated the technological support as very good, 24
said yes on selecting the company for revisit while 1 said no for the same. Moreover, 10
respondents said that the technological based services in Holiday inn were average. 7 out of them
however said yes for selecting the cited company for their next trip while 3 said No for the same.
7 respondents who rated the organizational technology based services as below average denied
that they will not select and Holiday inn express for their next trip. Thus, on the basis of this
analysis it can be clearly said that technology based services is the crucial and significant factor
for the organizational development and customer satisfaction as well. The satisfied consumers
thus agreed that they will revisit the firm for the next trip while the people who rate the services
low denied for the same. This clearly represents a strong correlation in the two given factors.
28

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Introduction
This is the last and one of the most crucial section of the research study. This part helps
in developing an effective and clear understanding of the total research ion the organizational
growth and development. This part has developed an in-depth analysis of the overall findings
and analysed the same in order to understand the factors and issues that help-s the growth or
failure of the firm. For the present study research ail is to examine the relationship between
customer service and customer satisfaction in Holiday Inn Express. In order to attain the given
aim, researcher conducted an extensive research using both secondary and primary tools for data
collection. On the basis of this data the conclusion has been drawn for the study. It focuses on
analysing every aspects of research including findings, literature and objectives as well. The
study will also focus on recommending the weak areas for the firm or selected company and how
the company can develop the same in order to attain higher means of success.
Conclusion
Findings
On the basis of data analysis and findings it can be concluded that holiday Inn express
has developed an effective market share and brand image within the market. Organization has
developed a well developed measure to provide a wide range of services to its consumers. The
findings of the research helped in understanding that majority of the visitors in the hotel are
frequent visitors. The organizational has developed a well developed base to spread knowledge
about the company. Holiday Inn Express are favoured by both traditional and technological
based measures. Moreover, the services offered by the company are well accepted and acclaimed
by the guests. However effective development may help the firm in creating a competitive edge
within the market. Guests of the cited organization rated company's services range regarding
quick response to consumer requests, technological support, staff communication and location
factors. The data analysis of the study however helped in understanding that the location factors
of organization are not much favoured for the entity. This means it must develop a set standard
regarding this factor within the market. Apart from this primary research helped in analysing that
technological based service is one of he crucial and significant part of success. This factor has a
direct correlation with customer satisfaction. People who liked the technological services agreed
29

to select the company for next visit as well. Hence, the findings and data interpretation of the
report helped in evaluating that the relationship between customer service and customer
satisfaction is positive and helps the company in growing within the market.
Literature
The literature of the report helped in developing extensive secondary research on the
selected topic for the study. On the basis of the research it has been evaluated that the impact of
customer services is high and positive on customer satisfaction. The section analysed the range
of services that the guests demand within the modern market. Moreover, on the basis of the
literature it can be effectively understood that staff is the crucial part of the services as well.
Increasing technological support is key growth measure however employees helps in providing
emotional support and personal attention factors for guests. In addition to this these employees
helps the company in providing cultural value to the company which is significant for the
organizational growth and consumer satisfaction. Hence, these factors are crucial for the success
of the organization in the hospitality sector.
Aims and objectives
Research is developed in order to attain the aims and objectives of the research. The
objective of the current study was to analyse are discussed henceforth. The concluusion derived
on the basis of present research objectives are:
To assess the importance of customer service and customer satisfaction in Hotel industry
The overall study helped in analysing and understanding the impact of customer services
on the satisfaction level of the guests. Both primary and secondary research was effectively
conducted and developed in order to analyse the same. Thus, the collective analysis of the study
helps in reflecting that customer service is very important to attain customer satisfaction and
loyalty for the organization.
To examine the role of human workforce in effective customer service
The study helped in analysing that employees are the crucial and significant part for the
growth and development of the company. Hotel services focuses on providing memorable and
comfortable accommodation services to its guests. The collective analysis of the study clearly
reflected that employees plays a significant role in providing consumer services. It helps the
guests in developing favourable cultural and personal attention in the new place.
To identify the approaches through which customer can be made satisfied from the services
30

The study reflected that an organization undertakes a variety of services in order to attain
the organizational needs and requirements. The cited company has adopted variety of measures
and services which has helped the company in efficiently growing and development its success
measures within the economy. Holiday inn express has adopted variety of approaches within the
company in order to attain wide success measures.
Recommendation
The research has been conducted in order to analyse the relationship between customer
satisfaction and customer services offered by the hotel segment. In order to attain research
objectives, researcher developed both secondary and primary research which helped in availing
authentic and reliable data for the company. Holiday Inn express has been selected for the study
on the basis of its service range and innovative thinking. On the basis of the overall research it
can be concluded that the company has been operating efficiently and has high scope for growth
and development on future as well. In order to develop the services within this highly
competitive market the company must adopt the following measures: Enhance communication measures: Communication is one of the most crucial and
significant part of the success of the organization. Developing high and well managed
modes of communication will help the company in creating wide impact of growth
measures. Holiday Inn Express has developed well developed measures to provide
exclusive consumer services. In order to attain high growth and development the
company must enhance communication measures through internet which will helps in
making the information available thus increasing market demand. This will become a
base of enquiry service as well whereby the prospective consumers may contact the
company directly and easily. Location development: The primary data analysis revealed that the location factors for
the company is rated considerable low within the market which has resulted in creating
an ineffective impression of the consumers. The company must thus focus on enhancing
the interiors and exteriors of the organization in order to make the place attractive and
well developed. This measure will also help the business unit in enhancing its brand
image within the market. An attractive and well managed location helps in making the
visibility and promotion factors effective.
31

 Technological service enhancement: the above study helped in analysing and
understanding that technology has helped the companies in highly influencing and
developing the brand value in the hospitality market. Consumers demand for well
developed and advanced services in order to develop a memorable and comfortable
accommodation service. The research helped in evaluating that technological services
develop a significant base for attaining high customer satisfaction. Thus, the organization
must enhance and adopt the innovative measures for the same. The concept of the hotel is
to provide express service. Technology helps in developing a base for the same. Highly
defined services will enhance the quality and speed of services. Innovative measures as
advanced facilities, technological development etc. will help the company in attaining
competitive edge.
 Increasing staff engagement services: The staff engagement services helps in developing
an emotional bonding between the guests and organizational services. Employees of the
company helps in providing social support to the guests and are able to understand their
mindset and act accordingly to enhance their experience. Holiday inn express must
develop high and effective measures of staff engagement within the hotel in order to
develop its growth prospects. Services like menu development, butler service and
relationship management are the significant fields which demands effective employee
engagement. The proposed measures will help the company in understanding guest
needs. Staff members may analyse and understand it through facial expressions or non
verbal communication. This will help in attaining a high measures of success within the
firm.
32

REFERENCES
Books and Journals
Wu, C.H.J. and Liang, R.D., 2009. Effect of experiential value on customer satisfaction with
service encounters in luxury-hotel restaurants. International Journal of Hospitality
Management. 28(4). pp.586-593.
Carraher, S. and Parnell, J.A., 2008. Customer Service during Peak (in Season) and Non-Peak
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