Factors Affecting Customer Satisfaction with Regard to Service Marketing: A Study on Shangri-La Hotel

This report analyzes the factors affecting customer satisfaction in regard to service marketing, with a focus on Shangri-La Hotel. It explores the relationship between customer satisfaction and service marketing, identifies factors that influence customer satisfaction, and recommends ways to improve service quality for advancement in customer satisfaction.

Factors Affecting
Customer satisfaction with
regard to service
marketing: A study on
Shangri-La Hotel

ABSTRACT
In present report, the factors affecting customers' satisfaction in regard to service
marketing has been analysed in appropriate manner. In addition to this, it can be said that
organization creates the various activities which helps employees to attain the goals and
objectives of the firm. In this way, it is the crucial part of the corporation and important aspects
of the strategy of the business. Success of the company depends upon customer satisfaction
under which they provide the high quality services to the consumer. In this addition, it can be
said that company adopts the strong promotional techniques and important aspect of the
environment in same industry.
Customer satisfaction and service marketing both have great relationship with each other.
It has been noticed that if customer satisfaction level is high then company can continue with
existing services. Hotel is having high profit margin and customers are willing to have re-
purchase of services. It indicates that service marketing standards are well maintained. It means
pricing, quality and delivery process is also systematically structured that allows to meet key
goals and objectives. It is significant for business firm to focus on diverse activities that allows to
bring changes in services. Management must have development of accommodation services as
per need of theme based accommodation. It will enhance the customer satisfaction and profit
margin ratio. In order to have better marketing of services the hospitality firm can also improve
customer service skills. It is necessary for business entity to make sure that executives are well
known of patience skills so that better support can be provided to customer. Company promote
the customer services with the helps of method which is used in effective manner.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Overview................................................................................................................................1
Rationale of study...................................................................................................................1
Research Aim and Objectives................................................................................................2
Research Questions................................................................................................................2
LITERATURE REVIEW................................................................................................................3
SOURCES OF DATA.....................................................................................................................5
Data collection........................................................................................................................5
Sampling.................................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................6
Type of Investigation..............................................................................................................6
Accessibility issues.................................................................................................................7
Ethical Issues..........................................................................................................................7
Data Analysis plan..................................................................................................................7
Research limitations...............................................................................................................7
ANTICIPATED FINDINGS...........................................................................................................8
TIME TABLE..................................................................................................................................8
CHAPTER 1 INTRODUCTION...................................................................................................10
Background of study.............................................................................................................10
Rationale of the study...........................................................................................................11
Research aim and objectives................................................................................................11
Research questions...............................................................................................................12
Potential significance ...........................................................................................................12
Research structure................................................................................................................12
CHAPTER 2 LITERATURE REVIEW........................................................................................14
CHAPTER 3 RESEARCH METHODOLOGY ...........................................................................22
Introduction..........................................................................................................................22
Research design....................................................................................................................22
Research philosophy.............................................................................................................22
Research Approach...............................................................................................................23
Research Type......................................................................................................................24
Data collection......................................................................................................................24
Sampling...............................................................................................................................25
Data analysis.........................................................................................................................26
Validity and reliability of data..............................................................................................27
Ethical consideration............................................................................................................27
Research limitations.............................................................................................................28
CHAPTER 4 DATA ANALYSIS.................................................................................................29
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................41
Conclusion............................................................................................................................41
Recommendation..................................................................................................................43
REFERENCES..............................................................................................................................44
APPENDIX....................................................................................................................................46

INTRODUCTION
Overview
Customer satisfaction is considered as one of most significant aspect that allows to
understand the perception of customers towards products and services offered by customers. It is
also linked with the marketing of products and services. Organization creates the various
activities which helps employees to attain the goals and objectives of the firm. In this way, it is
the crucial part of the corporation and important aspects of the strategy of the business. In
addition to this, it can be said that there are number of factors that has direct impact on the
customer satisfaction (Selnes, 2013). Classification of factors can be as quality, service, price,
atmosphere, infrastructure etc. Any kind of changes in such aspects directly influences the
working of organization in diverse manner. It has been noticed that in service sector like hotel
business, it is significant to have appropriate consideration of customer service effectiveness
because it is linked with success of organization. It is also necessary to make sure that company
is continuously focused towards activities that allows to improve customer loyalty so that
satisfaction level can also be advanced in appropriate manner ( Ryu, Lee and Gon Kim, 2012).
In present study, the key aspects that relates with customer satisfaction will be evaluated so
that management of Shangri-La Hotel can have sustainable development by having improvement
service marketing. Hotel is continuously looking for changes in its service standards to improve
customer satisfaction. In this, report factors affecting customer satisfaction in regards to service
marketing will be taken into account. It has been noticed that if any business is having
dissatisfied customers then it might be possible that overall customer base of business will also
get affected in diverse manner. However, hospitality sector deals with number of customers in a
single day which have different perception and needs. It is critical for organisations to
understand the preference and needs of customers. If such values are not well maintained then it
impacts the satisfaction level. It means long term sustainability can also be affected which need
to be referred effectively. By having an understanding of customer satisfaction and factors which
need to be referred effectively
Rationale of study
As per detailed study, success of the company depends upon customer satisfaction under
which they provides the high quality services to the consumer. In this addition, it can be said that
company adopts the strong promotional techniques and important aspect of the environment in
1

same industry. Organization increases the level of the consumer satisfaction under which thy
provides the good services to them.. It will creates the satisfaction of the consumer towards the
peroducts and services which is provided by the business. Key reason is behind the study is to
understand role of customer satisfaction within organizational success. It has also forced
researcher to choose the topic so that better learning about customer satisfaction can be attained
(Best, 2012). Hospitality sector is one of most booming sector in current market conditions that
has also played a key role in selection of study. In this way, the report provides the best amount
of the contribution in the literary study. However, the findings of the study will also provide
better learning in regard to key factors that businesses need to consider during promotion of
services so that better satisfaction can be provided. Present study is also beneficial for
understanding of ways that helps in improving service quality for advancement in customer
satisfaction (Kumar, 2016). Company can easily increases the competitive advantage in the
market and gain the market share which helps to maintains the success of the firm as well . It is
also one of key rationale behind the selection of study. Other than this, dissertation will also help
in exploring the significance of customer satisfaction in hospitality sector and Shangri-La Hotel.
Research Aim and Objectives
Aim
Current aim of the study is to have analysis of factors affecting customer satisfaction in
regards to service marketing. In order to have better understanding about diverse factors that are
associated with service industry and customer satisfaction, Shangri-La Hotel is considered as
organization.
Objectives
 To understand the concept of customer satisfaction and service marketing
 To identify factors that influence customer satisfaction
 To evaluate relationship between customer satisfaction and service marketing of Shangri-
La Hotel
 To recommend ways through which Shangri-La Hotel can improve service quality for
advancement in customer satisfaction.
Research Questions
 What do you understand by concept of customer satisfaction and service marketing?
 Which factors influence the customer satisfaction?
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 Evaluate relationship between customer satisfaction and service marketing of Shangri-La
Hotel?
 How Shangri-La Hotel can improve service quality for advancement in customer
satisfaction?
In addition to this, it can be stated that by having an improved focus on research questions
the experts can easily meet the concern designed objectives. It has been noticed that designing of
research questions is significant in order to have effective accomplishment of objectives. By
having an answer of factors that influence customer satisfaction the experts can meet objective
“to identify factors that influence customer satisfaction”. Further questions also provide
assistance to the objectives and offer effective outcome.
LITERATURE REVIEW
Concept of customer satisfaction and service marketing
As per the view of (Eisingerich and et.al.,
(2016), Organization provides the high quality products and services to their consumer which
creates the satisfaction towards the services. The level of customer satisfaction shows that
consumer are satisfied his services. It is considered as one of key factor that plays a key role in
success of businesses because if customer is not satisfied then company loyalty and brand image
within market will get influenced negatively. Customer satisfaction is the important part of the
company under which they are having improved focus on customer satisfaction because it allows
to meet needs and expectations of the customer. (Fornell, Morgeson III and Hult, 2016) has
argued that customers are considered as productive resources because it forces business firm to
make sure that goals and objectives can be accomplished effectively. It is mainly focused
towards improvement in factors like, productivity, growth, service quality, time consumption,
etc. In this way, organization determines the satisfaction of the consumer and manager identify
the satisfaction of the customers so that company can ensure about clients’ needs and
expectations. Satisfaction of customers must be excellent in order to create better brand image.
(Jeong, Cha and Jang (2016) has asserted that customer satisfaction directly influences the
profit margin ratio of company. It means the quality of service which is experienced by client
must be according to standards. It will allow to have sustainable development and lead business
firm to impressive level of success. Without enhanced level of customer satisfaction it is one of
critical task for hospitality firm because it will allow customer to continue with business.
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Factors that influence customer satisfaction
According to Cina (2013), there are number of factors that has direct impact on the customer
satisfaction. In order to have better sustainability the business firm must focused towards
customer satisfaction factors. If business entity is not considering the key aspect effectively then
overall work environment can be influenced. It has been noticed that in current market
conditions the quality of services is not only a factor that impacts customer satisfaction. Other
factors that delivery process, pricing, features and degree of information are also critical that
need to be consider effectively by management. If any kind of these factor faces change
circumstances then it will impact the level of customer satisfaction. Sorescu and Sorescu, (2016)
has contended that hospitality firm must make sure that delivery of services is accurate as per
standards so that morale of customers may be improved. For example, customer is looking for
accommodation in hotel but the registration queue is very long. It indicates that service delivery
system is not appropriate, it will enhance the dissatisfaction and impact morale to stand in queue
for registration. In this situation customer will switch to another firm who provides better
delivery of services. Kumar (2016) has also said that pricing of services which is provided by the
firm. In this way, company charge the price of the services at the reasonable which helps to
accomplish the target and aims of the business. If pricing of services is not appropriate as per
features and quality then it will also impact the customer perception in negative manner. For
example, customer has ordered a premium pricing food but the service delivery to customer was
not appropriate. Hygiene factor was also not well maintained then it will decrease the satisfaction
level because it was not according to expectations. Best (2012) has also said that if proper
information about hospitality service is not shared with customer in transparent manner. It will
also impact the customer perception and decrease the brand image. In this way, consumer plays
important role in the business as well they are stakeholders. Company strives to satisfied his
consumer by providing the high quality services and products as per the consumer needs as well
demand.
Relationship between customer satisfaction and service marketing
Ryu, Lee and Gon Kim (2012) has contended that customer satisfaction and service
marketing both have great relationship with each other. It has been noticed that if customer
satisfaction level is high then company can continue with existing services. For example, hotel is
having high profit margin and customers are willing to have re-purchase of services. It indicates
4

that service marketing standards are well maintained. It means pricing, quality and delivery
process is also systematically structured that allows to meet key goals and objectives. Selnes
(2013) has argued that if customers are not satisfied that company need to bring changes in its
services as per expectations. For example, customer is demanding theme based accommodation
services but company is not such kind of services. In this situation, the level of customer
satisfaction will be low because it does not meet the expectation level. It is significant for
business firm to focus on diverse activities that allows to bring changes in services. Management
must have development of accommodation services as per need of theme based accommodation.
It will enhance the customer satisfaction and profit margin ratio. Rego, Morgan and Fornell
(2013) has stated that above statement indicates that services can be promoted effectively if
customer expectations is being considered in desired way. It has been noticed that price and
quality may impact customer satisfaction. However, service quality is component of satisfaction.
It reflects that relationship between customer satisfaction and service marketing is very high.
Ways to improve service quality for advancement in customer satisfaction.
Martínez and del Bosque (2013) has stated that there are range alternative methods which is
used by the company. Organization adopts the advance the service quality so that level of
customer satisfaction can be improved. In order to have better marketing of services the
hospitality firm can also improve customer service skills. It is necessary for business entity to
make sure that executives are well known of patience skills so that better support can be
provided to customer. Company promote the customer services with the helps of method which
is used in effective manner. Saeidi and et.al. (2015) has argued that skills in regard to
communication also need to be improved so that goals and objectives can be accomplished
effectively. Along with this, it is need to be make sure that message about services must be
convey in appropriate manner. It will allow to have better handling of services that are offered to
customers. It promotes the positive aspects and make sure that working must be accurate as per
key standards.
Martínez and del Bosque (2013) has stated that customer interaction is also one of most
essential method that allows to improve satisfaction. For example, company is well focused
towards customer interaction then sharing of information can be advanced. It means the business
firm can meet level of expectations by having assistance of customer interaction. It will also
impact the level of customer satisfaction in positive manner. Rego, Morgan and Fornell (2013)
5

has said that proper response must be provided to issue so that better services can be offered. It
helps in promotion of services and ensure that customer satisfaction is also high that leads
business to impressive level of success. Follow up on activities is also beneficial that allows
hospitality firm to advance customer satisfaction. In this regard survey process can be used by
business entity because it allows to improve customer satisfaction.
Conclusion
As per analysis of secondary sources, customer satisfaction is considered as one of critical
aspect for every business firm. By having an effective understanding in regard to customer
satisfaction the issues can be overcome. It is considered as one of key factor that plays a key role
in success of businesses because if customer is not satisfied then company loyalty and brand
image within market will get influenced negatively. Customer satisfaction is the important part
of the company under which they are having improved focus on customer satisfaction because it
allows to meet needs and expectations of the customer. In addition to this, there are number of
factors that has direct impact on the customer satisfaction. In order to have better sustainability
the business firm must focused towards customer satisfaction factors. If business entity is not
considering the key aspect effectively then overall work environment can be influenced. It has
been noticed that in current market conditions the quality of services is not only a factor that
impacts customer satisfaction.
SOURCES OF DATA
Data collection
The main objective of this dissertation under which company focuses on the gathering the
relevant data. In this way, company uses in effective manner and adopts the techniques related to
the data collection. . It is necessary to make sure that selection of data collection technique must
be according to nature and purpose of study. There are basically two kinds of techniques such as
qualitative and quantitative. Current report will be based on the basis of qualitative techniques in
which both primary and secondary sources of data collection will be referred. In primary data
collection the questionnaire will be designed according to objectives of study. In this respect,
both open handed and close handed questions will be designed so that study can be accomplished
effectively. Primary data collection is beneficial to have effective designing of questionnaire.
Apart from this, company uses the secondary resource which includes the internet, books
magazines and journals resources so that information can be collected in appropriate manner. By
6

having improved focus on such aspects the information in regard to customer satisfaction and
service promotion. In this, reliability and validity of content will be referred so that better
outcomes can be attained.
Sampling
Sampling is also one of significant factor in methodology selection. By having improved
focus on such aspects the research objectives can be accomplished in appropriate manner. In
order to uses the sampling method for improving the overall study as well. Random sampling
method will accessed for better selection of sample size. Sampling is essential for effective
accomplishment of primary study because in this, responses need to take on the basis of
questionnaire designed. In addition to this, it can be said that responses will be taken from 50
customers who visit to the Shangri-La Hotel. By having improved focus on such aspect the ways
to improve service quality for advancement in customer satisfaction can be evaluated in
appropriate manner.
RESEARCH METHODOLOGY
Type of Investigation
Present investigation will also be completed with a selection of different methodologies. It
is necessary to make sure that nature of study must be evaluated in appropriate manner. In order
to have effective accomplishment of the study, descriptive nature will be considered. Key
purpose of using descriptive research is that study can be accomplished in appropriate manner. In
–depth learning can be developed in desired way so that better outcomes of study can be
attained. In this, different factors that influence customer satisfaction will be referred as critical
part of the study. By having proper use of research tools the outcomes of study can be
accomplished in desired way. Inductive approach will be selected in order to have appropriate
collection of data. It will also assist in meeting key goals and objectives. Qualitative methods
will be adopted for current investigation because it allows to have effective accomplishment of
the investigation.
Accessibility issues
As per the detailed study, accessibility is considered as one of most critical aspect that
allows to meet goals and objectives. In order to accomplish proper outcome the validity and
reliability of content will be considered effectively. Any kind of information will not be gathered
from unauthorised sources. Proper citation and references will be offered so that goals and
7

objectives can be accomplished. Company set outs problems related to the primary data under
which directly affects the customer of the organization. It will assist in meeting key standards of
accessibility issues. While collecting information from online sources the reliability of content
must be cross checked.
Ethical Issues
Considering the ethical issues, it is significant for researcher to make sure that data is being
gathered in ethical manner. Proper information about the study and its purpose must be shared
with respondents because it helps in promotion of ethics. Any kind of information in context to
personal data will not be used in the study without any prior permission of respondent. It will be
make sure that any kind of action associated with study will be well maintained through ethics.
Data Analysis plan
Organization includes the data analysis at the work place under which its is the crucial part
of the report. Firm creates the data analysis in effective manner with the quality. It has been
noticed that data collection analysis can be taken into account through both qualitative and
quantitative techniques. In respect to present investigation the experts can have development of
qualitative methods so that collected information can be interpreted in appropriate manner. In
this, thematic technique will be used to provide better support to qualitative data analysis.
Different themes will be measured on the basis of questionnaire designed so that goals objectives
can be accomplished effectively. With the help of techniques, company analyses the data as per
the different types of themes, uses of table and charts.
Research limitations
During the time of study, it has been noticed that research limitations may impact the overall
effectiveness of the investigation. It is essential to make sure about limitations because it allows
to meet objectives. It might be possible that lack of viability of secondary content is one of key
issue. If authentic secondary are not available then it may influence overall outcome. Another
key issue that may affect the study effectiveness is that respondents are easily attracted towards
survey. If data is not collected effectively then it will delay the overall project. It may also
enhance the costing of study so management need to consider it effectively.
ANTICIPATED FINDINGS
In present descriptive research study, it is being expected that in order to have better
marketing of services the hospitality firm can also improve customer service skills. It has been
8

noticed that working of hospitality sector is greatly linked with customer satisfaction. It is also
anticipated from the study that customer satisfaction and service marketing both have great
relationship with each other. Along with this, other aim and all objectives are effectively
accomplished is also expected from the study. It is also necessary to make sure that factors like,
productivity, growth, service quality, time consumption, etc. are properly evaluated in the study.
TIME TABLE
Bases of key words
1st
Week
2nd &
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th &
9th
Week
10th
Week
11th
Week
12th
Week
Set outs the section
Literary study
Review
Measuring the
Secondary Data
Analyze of
accumulated Data
Investigation Plan
Methodological
analysis
Gathering the
Primary Data
Evaluate the
primary and
secondary data
suggestion and
Recommendations
Completion rest of
the work
Revising the draft
9

Concluding
Submission
10

CHAPTER 1 INTRODUCTION
Background of study
Customer satisfaction is considered as one of most significant aspect that plays a key role
in success of organization. In order to deal with competitive market the business firm must focus
on customer satisfaction. Customer satisfaction implies about delivering the products and
services in accordance with the expectation of the customers (Eisingerich and et.al., 2016 ).
Delivering of products and services in accordance with the choice, need, wants, expectations and
desires of the customers depicts about satisfying the customers in efficient manner. It has been
noticed that if customers of business firm are not satisfied then success ratio might get influenced
in negative manner.
By having effective analysis of customer satisfaction the level of success can also be
identified in suitable manner. If customer’s satisfaction is high then customers will have more
purchase of products and services. In order to meet the standards of customer satisfaction the
customer needs and expectations also need to be analysed in appropriate manner. It has been
noticed that customer satisfaction is not only about improving the quality of services but pricing
of services also plays a vital role in customer satisfaction (Jeong, Cha and Jang, 2016). If
company is not having appropriate design of services according to customer needs then overall
impact might get influenced in negative manner. It has been noticed that hospitality sector is
dealing in wide range of services that means quality need to be well maintained so that better
satisfaction can be offered to customers.
In present dissertation, the key motive is to analyse the factors affecting customer
satisfaction in regards to service marketing. By having improved focus on present study, learning
in regard to customer satisfaction can be developed in appropriate manner. Study is also based on
working of Shangri-La Hotel which is one of leading hospitality firm in the market. Entire study
is based upon the factors that influences the customer satisfaction of visitors who visit to the
Shangri-La Hotel. It has been noticed that the present study also provides an insight in regard to
the concept of customer satisfaction and service marketing. It indicates that key principles of
service marketing can be understand in appropriate manner by having proper learning. On the
basis of tools the data is being analysed that provides evaluation of relationship between
customer satisfaction and service marketing of Shangri-La Hotel. It has been noticed that in last
section of the study overall analysis and conclusion of key findings has been presented.
11

Conclusion section provides a summary of entire report which will also provide reference of
literature review. Along with this, data analysis and findings of research is also presented in the
report. Recommendation to improve the service quality and customer satisfaction has also
considered as critical aspect of the study.
Rationale of the study
As per detailed study it can be said that customer satisfaction is one of most essential part
for the success of organization. By having improved focus on such aspects the business firm can
easily attain competitive environment so that goals and objectives can be accomplished in
desired way. It has been noticed that in order to meet the standards of customer satisfaction the
business entity must ensure about delivery of services. Current study provides learning in regard
to customer satisfaction that has forced researcher to select the subject. Another rationale behind
the study is that hospitality sector because it plays a key role in economic development (Cina,
2013). It will help to evaluate that how delivery of service standard impacts on customer’s
satisfaction. This research will make significant amount of contribution in literature. Study also
provides a result and findings that is useful for marketing manager so that business firm can have
impressive level of success. By having improved focus on such study the relationship between
customer satisfaction and service marketing of Shangri-La Hotel can be evaluated effectively. It
improves the understanding on customer satisfaction that is also considered as rationale of study.
Research aim and objectives
Aim
Current aim of the study is to have analysis of factors affecting customer satisfaction in
regards to service marketing. In order to have better understanding about diverse factors that are
associated with service industry and customer satisfaction, Shangri-La Hotel is considered as
organization.
Objectives
 To understand the concept of customer satisfaction and service marketing
 To identify factors that influence customer satisfaction
 To evaluate relationship between customer satisfaction and service marketing of Shangri-
La Hotel
 To recommend ways through which Shangri-La Hotel can improve service quality for
advancement in customer satisfaction.
12

Research questions
 What do you understand by concept of customer satisfaction and service marketing?
 Which factors influence the customer satisfaction?
 Evaluate relationship between customer satisfaction and service marketing of Shangri-La
Hotel?
 How Shangri-La Hotel can improve service quality for advancement in customer
satisfaction?
Potential significance
It has been noticed that current study is significant for businesses because it helps in
understanding the significance of customer satisfaction. By having proper learning about the
subject the business entity can easily make sure that policies are being designed in such manner
that customer satisfaction can be improved. Dissertation also provides an understanding in
respect to customer satisfaction which is beneficial for students. It means by analysing the results
from the study the students can identify recommend ways through which hospitality sector can
improve service quality for advancement in customer satisfaction (Sorescu and Sorescu, 2016).
Learning will also help in in-depth exploration of subject so that businesses can adopt key
findings that may impact working in positive manner. In the same the research is also helpful for
the academic purpose. It assists the various researches and students to acknowledge the
importance of customer satisfaction in business. It indicates that current study key potential is
development of learning about customer satisfaction.
Research structure
Chapter 1 – Introduction: It is considered as initial level chapter that provides a detail about the
subject. It is considered as section that promotes the details about the overview of the topic.
In this, aim and objectives of the study are also presented so that key purpose of study can
be understand effectively. Rationale of the study is also presented in the section which is
beneficial to develop learning.
Chapter 2 – Literature Review: This section comprised of the topics related to the customer
satisfaction and service marketing. It means the literature will provide understanding in
regard to factors affecting customer satisfaction in regards to service marketing.
13

Chapter 3 – Research Methodology: It is most essential chapter of the study and provides better
learning in regard to diverse tools and techniques that can be used for accomplishment of
study. In this addition the present study is based on qualitative research for better
accomplishment of objectives. Along with this, both primary and secondary method of data
collection is also considered as critical aspect.
Chapter 4 – Data Analysis: In this, technique of data analysis is being disc sussed so that
collected data can be interpreted in appropriate manner. In present study the qualitative data
analysis technique is being accessed. Along with this, support of thematic analysis is also
presented in the study for effective development of learning in regard to the subject.
Chapter5 – Conclusion and Recommendation: In the last chapter of the report a brief conclusion
of the study is detailed that is about the accomplishment of aim and objectives of the study.
In addition to this, it can be said that recommendation to improve services and customer
satisfaction is also presented in the report. Future research study recommendations are also
being presented in this section of dissertation.
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CHAPTER 2 LITERATURE REVIEW
Introduction
After the introduction of the research, the next chapter is literature review. It forms an
important section of the dissertation. Literature review is considered as one of most critical
section of the study that helps in meeting objectives. In this chapter different secondary sources
are being accessed for data collection so that goals and objectives can be accomplished. It also
helps in exploring the subject more effectively. Moreover, the literature written by different
authors in respect to customer satisfaction and service marketing are being considered as critical
section of chapter in present study. Literature review thus assists in identification of the gap that
is left by the previous researches. Apart from this, it is a critical evaluation of the viewpoints of
different authors. By having improved focus on previous studies the key outcomes of present
study can be drawn in effective manner.
Concept of customer satisfaction and service marketing
According to Eisingerich and et.al. (2016), customer satisfaction was considered as
critical section of every business firm because it allows to accomplish objectives and it also
defines as percentage of total customers whose reported their experience with a firm, its products
or services exceeds the organisational goals. Organisation did not focus on much time on
customer satisfaction and on the concept of customer service, For this every organisation work
hard daily to know the customer needs and wants, their behaviour, taste and preference relating
to attitudes and perception about the product and services, and try to win the hearts of customer
and create brand image in the minds of customer. As per the view of Jeong, Cha and Jang
(2016) customer satisfaction it was an emotional, cognitive and reaction type, it is based on the
product / services purchase, consumption practice, it may be expressed before the product /
service selection, the choice of consumption, after a long experience of using. He also stated that
the customer satisfaction or dissatisfaction is based on the personal needs and wants, experience
and personal feelings, attitude, emotion that the client felt and with this if customer is satisfied
they buy last longer companies' product and services which reflect in the company performance
they develop new services. To achieve this create relationship with the customer and
organisation need to research and answer the question on how the customers make their
purchasing decision, customer satisfaction is based on product value, responsiveness, reliability,
brand, regular feedback to its customer are the major element of customer satisfaction.
15

Cina (2013) has said that, Service marketing is typically business to business services and
business to consumer services such as financial services, rental, health care services,
telecommunication services and professional services. In that production, distribution,
consumption take place simultaneously and service were produce with the seller and buyer
interaction it gives benefit by offering to another party that was essentially intangible and does
not result in the ownership of anything and its production may or may not be tied to physical
product. Sorescu and Sorescu (2016) critically explained that it was service the action doing for
something or someone it was intangible largely which was not material so market a service was a
service marketing which is based on relationship and value and it was based on the reputation of
a single person and it is a mix of 3p's physical environment, people, process service was
successful key to achieve and characteristics of service marketing was lack of ownership,
intangibility, inseparability, heterogeneity. Service cannot be separated from service providers a
product can be taken away by the producer but a service cannot it involves its representatives
doing something for the customer and also it cannot be stored like a product, it cannot be
patented, inventoried, cannot be readily displayed or communicated and pricing was difficult and
it was also difficult to synchronize supply and demand with services, cannot be returned or
resold. Eisingerich and et.al., (2016) has stated that service marketing is also considered as
activity that helps in promotion of services. It has been noticed marketing principles and four p's
are referred effectively in order to make sure that goals and objectives can be accomplished in
desired way. It allows to make sure that business firm is having sustainable opportunities in
highly competitive market.
Significance of customer satisfaction
Fornell, Morgeson and Hult (2016) has asserted that customers' satisfaction can be
termed as the level or extent to which product and services of a particular business enterprise
satisfy demand of people in marketplace. It indicates that by having a improved focus on
customer satisfaction the businesses can easily understand key market values so that products
and services can be developed in appropriate manner. It has been noticed that customer
satisfaction is significant for every business firm because it allows to have advancement in
factors that helps in maintaining competitiveness. It means sales of business entity can be
advanced through consideration of customer satisfaction. It also assists in enhancement of profit
margin ratio for sustainable development. Jeong, Cha and Jang (2016) has contended that if
16

customers are feeling satisfied with the product and services then businesses can have impressive
level of success. Higher customer satisfaction allows to have use of product for long period
which also motivates them to recommend the services to others that impacts the customer base in
positive manner. It means the customer satisfaction consideration is significant for businesses
because it helps in leading business to gain competitive advantages. With an assistance of this,
company can also hold better position in the market and offer advanced level of competition
within industry. By having appropriate reference of customer satisfaction during strategies
formation the businesses can have better market share which is beneficial to accomplish
objectives.
Cina (2013) has critically stated that advanced customer satisfaction also impacts
operational activities of company in positive manner. It has been noticed that if company is attain
better success in market due to effective customer satisfaction then management will have focus
on improvement in quality aspects so that goals and objectives can be accomplished. By having
proper understanding about the level of customer satisfaction the organisations can have
effective application of diverse strategies that assist in meeting objectives. It also indicates that
customer retention will also get advanced which is one of critical benefit for organisation. It
indicates that customer satisfaction understanding is one of critical task for organisation. Sorescu
and Sorescu (2016) has argued that customer satisfaction and profitability of business entity both
have great relation with each other. If company is offering optimised quality of goods to
customers then satisfaction level of clients will get advanced. It will also force them to
recommend the same product to others that impacts sales in positive manner. It indicates that
advancement in sales margin is also influencing profitability in positive manner.
Factors that influence customer satisfaction
Eisingerich and et.al. (2016) has stated that, there were many factors that affect customer
satisfaction was a product quality, provide wide range of service in a single product, fulfil their
needs and wants, respond customer regularly and reply their mails and chat and improve their
products according to the customer requirements, easy to access at anywhere in the world at
cheaper price, designing and innovative products attract customer towards product, after sale
service was also provided like customer service, various positive features on product or services
also influence customer satisfaction, provide customer benefits through product or service sale,
maintain customer relationship, adopt the latest technology it can help small and mid- sized
17

companies. According to Cina (2013), generally customer satisfaction more emphasized in
organisation, the efficiency of processing customer interaction, the profitability of contact as
influenced by customer experience, it was achieved by ensuring that get its products and service
according to the needs and wants, therefore it is important to understand the purchasing
behaviour of customer and provide solution in the form of products and services that actually
meet their needs and requirement and organisation fulfil customer retention, loyalty intentions
and word of mouth, and the service are actually performed beyond their expectation, satisfaction
of consumer depend on value or it may be based on primarily on the service experience and the
value is more critical with respect to future intentions, service quality strongly drives satisfaction
it also has been influenced by raising expectation and be positively related to customer
satisfaction.
Sorescu and Sorescu (2016) contended that the product quality was a prime driver of
overall customer satisfaction and enhancing service quality, other elements may not satisfy
customer so to identify the major factors of customer satisfaction leads to customer loyalty and
this will turn into a profit on the other way around the concept of customer satisfaction not only
the quality of product, wide range of product or service, price of the product but also an emotions
state are also take into considered. Kumar (2016) has sated that it was a significant element in
service because understanding and satisfying customer 's needs and wants and fulfilment increase
pleasure that affect repeat purchase intentions and the customer would share their positive
experience to other customers. Customer was more attract toward brand product so add more
values, services, features, serve the best quality that automatically build brand image about
product or services in the minds of customer, He said that high quality of customer service and
maintain balance between people, process and technology that result into that the product quality
and accessibility, easy to use technology are the factor that influence customer satisfaction can
be used to create the balance that affect the help the company to achieve their objectives and
goals and providing emotional support on service quality and effective communication as well as
respect customer provide them a healthy environment, security and safety and mutual trust are
additional factor that influence customer satisfaction.
As per the view of Best (2012), it can be said that by offering positive environment to the
customers the issues can be resolved effectively. It allows to have advancement in customer
satisfaction. It means environmental aspect is one of essential factor that impacts the level of
18

customer satisfaction. It has been noticed that if hotel premises is not clean and staff members
are not supportive in respect to the customer service then it will impact the overall working in
diverse manner. It will also influence the level of customer satisfaction because it is directly
linked with the customer service. Ryu, Lee and Gon Kim (2012) has stated that if staff members
are not skilled then the work environment can also get influenced in negative manner which
might affect the overall outcome in diverse manner. It has been noticed that friendly environment
at hotel will assist in advancing the level of customer satisfaction. It will also enhance the service
quality level and lead business firm to impressive level of success.
Selnes (2013) has critically explained that employee responsibilities is also a key factor
that may influence the customer satisfaction in both positive and negative manner. It has been
noticed that if employees are not responsible for services delivered to the customers then level of
quality might get affected. It is significant for businesses to make sure that employees are
performing their responsibilities in appropriate manner. With an assistance of this, level of
customer satisfaction can be advanced in critical manner. For example, customer has ordered
food during the visit to the hotel and quality of food was not appropriate. Customer is looking for
complaint for the same but manager is not accepting any kind of accountability. It will impact
the level of customer satisfaction in negative manner. Yoon, Kim, Kim and You (2016) has also
contended that customer service offered by members is also critical aspect that has great impact
on the level of customer satisfaction. It has been noticed that if customer service quality is not
accurate according to standards then it will impact the level of customer satisfaction. By having
improved focus on advancement in customer service values the business firm can meet the key
needs and expectations of customers in desired way so that goals and objectives can be
accomplished effectively. Rego, Morgan and Fornell( 2013) has also examined that customer life
cycle also plays a critical role within organisation success. It is because if business entity is not
having changes in products and services according to life cycle then it will impact the customer
satisfaction in negative manner. In order to have sustainable development the management need
to make sure that changes in product and service line is according to customer needs. It will also
provide an effectiveness to the functional aspects and make sure that business is having
impressive level of success. According to Martínez and del Bosque (2013), product efficiency is
also a critical factor that impacts the level of customer satisfaction. If product features and key
values are not designed according to customer needs then it will influence the customer
19

satisfaction. By having advancement in product features as per reference of customer feedback
the customer satisfaction among loyal clients can be enhanced. It indicates that there are number
of factors that impact customer satisfaction which need to be referred effectively for long term
opportunities.
Relationship between customer satisfaction and service marketing
As per the view of Saeidi and et.al., (2015), customer satisfaction is referred as
experience that customer has gained while having a use of services. On the other side, the service
marketing is critical activity that helps in promotion of services and lead business firm to
impressive level of success. By having improvement in quality of services the better support can
be offered to service marketing. Service marketing can be judged through analysing the outcome
of services. It indicates that the level of customer satisfaction is having relationship with service
marketing in direct manner but up to a certain scale. Martínez and del Bosque (2013) has argued
that service marketing is having great relation with the customer satisfaction. In this regard, it
can be said that by having a improvement in standards of advertising of services the business
firm can improve the customer satisfaction. For example, it is significant for business entity to
make sure that services are offered at same scale which is presented in advertising. If service
quality, features and other aspects are well maintained according to customer needs then it will
improve the satisfaction.
Rego, Morgan and Fornell (2013) has asserted that working of hospitality sector is
dependent upon presentation of services. It means by improving the presentation of services the
better support can be offered to service marketing. It also assists in improving the overall aspect
and lead business to impressive level of success. For example, the interior of rooms can be
improved according to preference of customer so that better presentation can be offered in the
market. It will attract more and more customers to attain the accommodation services which will
also enhance the level of satisfaction. If services are being presented according to customer
interest then overall outcome might get influenced in positive manner. It indicates that level of
customer satisfaction can also be advanced by having effective promotion of services. It also
indicates that the level of customer satisfaction is having relationship with service marketing in
direct manner but up to a certain scale.
Ways to improve service marketing for advancement in customer satisfaction.
20

According to Yoon, Kim, Kim and You (2016), there are number of ways that can be
adopted by business firm in order to improve service quality so that level of customer
satisfaction can also be advanced effectively. Service quality improvement in considered as one
of key aspect that provide direct support to the service marketing. It is significant for hospitality
firm to make sure that customer service skills are being strengthen. It means training need to be
provide to members for improvement in skills so that they can offer better support to the
customers. It assists in improving customer satisfaction and promotion of services effectively.
Selnes (2013) has said that improvement in communication skills and knowledge about
operational activities is one of key benefit that facilitates in meeting objectives effectively. If
employee presentation is of high quality among customers then customer will feel valuable
which has direct impact on the customer satisfaction. In addition to this, it can be said that use of
CRM is also beneficial because it helps in strengthening the customer service skills. It will also
advance the level of customer service which is beneficial for improvement in customer
satisfaction.
Ryu, Lee and Gon Kim (2012) has contended that clear communication among members
is also significant so that roles and responsibilities can be well maintained. It assists in improving
the customer satisfaction which is beneficial for word of mouth advertising. Along with this, it is
also necessary for management to make sure that they are conveying correct message to
customers so that services can be promoted effectively. If customer is having accurate
information about the features and usability of services offered by firm then it will attract
customer to purchase. It means clear communication is also a key way that promote service
usability and enhance the customer satisfaction for sustainable development. Best (2012) has
critically explained that hospitality firm can also focus on ethnic work style. It means roles and
responsibilities are being accomplished effectively. If roles and responsibilities are being
accomplished effectively then it will allow customers to get better support in regard to the
services. It will also impact the service quality which might affect the customer satisfaction level
in positive manner. Along with this, customer interaction can also be advanced for improvement
in service marketing and customer satisfaction. Selnes (2013) has asserted that it is significant
for hospitality firm to make sure that they are having communication with customers on
continuous basis so that their perception can be understand effectively. It will allow to improve
service quality as per key needs which is beneficial for satisfaction improvement. Moreover,
21

continuous communication is also key aspect that allows to share information about services
with customers. It means by having improved focus on the customer interaction the business
entity can have advancement in service marketing. If proper information is being shared with
customers according to key expectations then it will have direct impact on the customer
satisfaction.
Conclusion
As per above literature review, it can be concluded that customers' satisfaction can be
termed as the level or extent to which product and services of a particular business enterprise
satisfy demand of people in marketplace. It indicates that by having a improved focus on
customer satisfaction the businesses can easily understand key market values so that products
and services can be developed in appropriate manner. It has also been noticed that service
marketing is considered as promotion of services so that business firm can have impressive level
of success. However, in the literature review study, it has been noticed that service marketing
and customer satisfaction both has great relationship with each other but at the specific scale.
Service marketing is critical activity that helps in promotion of services and lead business
firm to impressive level of success. By having effective improvement in quality of services the
service promotion can be accomplished which also have impact on the customer satisfaction. In
addition to this, it has been noticed that there are various ways to improve service marketing and
customer satisfaction. In this respect, work standards and communication process must be
improved by hospitality firm so that goals and objectives can be accomplished effectively.
22

CHAPTER 3 RESEARCH METHODOLOGY
Introduction
Research methodology is considered as a critical section because it allows to make sure
that goals and objectives can be accomplished in desired way. It includes all the tools and
techniques of the research which are applied in the report for accomplishing the aim and
objectives in efficient manner. In addition to this, it can be stated that overall working of
dissertation process is dependent upon the effectiveness of research methodology (Dey, 2002).
Along with this, the research methodology aspects mainly focuses on the selection of tools and
techniques. By having an improved focus on the methodology the approach in respect to
exploring the subject can be taken into account. Research methodological aspects are beneficial
to focus on the research problem so that through specific tool the issue can be resolved in desired
manner. It is a chapter of current dissertation in which diverse tools are being selected on the
basis of diverse standards so that factors that impact customer satisfaction in regard to service
marketing can be analysed in appropriate manner.
Research design
Research design is also one of significant element for overall study. By having
appropriate selection of research design the expert need to ensure about nature of study. It has
been noticed that there are two kinds of research design such as descriptive, exploratory, etc. In
order to have effective accomplishment of the present study, selection of descriptive aspects is
significant (Crowther and Lancaster, 2012). By having appropriate allocation of descriptive
study the in-depth analysis can be accomplished in desired manner. With an assistance of
descriptive study the subject cane be evaluated in in-depth manner so that better understanding
can be developed effectively.
Research philosophy
Research philosophy is considered as one of essential element for the investigation so
that goals and objectives can be accomplished in appropriate manner. In addition to this, it can be
said that research philosophy is referred as strong platform through which research can be
accomplished in desired manner. It assists in attaining better outcomes and ensure that better
understanding can be developed in regard to the subject. This is critical for the researcher to
develop a clear and effective measure of research philosophy as it results in proper resource
allocation thus implementing the methods in an effective manner to make the best utilization of
23

time constraint, budget constraint etc (Pring, 2014). In addition to this, it can be said that there
are different kinds of philosophies which need to be consider effectively from the side of
researcher. Classification of philosophies can be as positivism and interpretivism.
Positivism philosophy is referred as method that provides highly structured methodology
and assist in attaining general concepts. In this regard the statistical tools' consideration is
significant for researcher so management must ensure about it effectively. With an assistance of
this, the investigator tries to have effective allocation of facts and findings through various
sources and studies. It allows to have collection of information so that goals and objectives of the
investigation can be accomplished effectively (Saunders and et. al., 2010). On the other side, the
interpretivism philosophy is also one of critical aspect for every research study. It allows to have
focus on analysing the differences between environment and social behaviour of the people.
Along with this, method allows to have changes in its services. This method considers the
changes and reflects the impact of these changes in the study as well.
In respect to the present study, researcher has focused on use of interprerivism
philosophy. It is because it allows to have better analysis of factors affecting customer
satisfaction in regards to service marketing. In addition to this, it can be said that diverse factors
associated with the overall study can be evaluated in desired manner.
Research Approach
In order to have appropriate selection of research methodology the selection of research
approach is significant. In addition to this, it can be said that the factors affecting customer
satisfaction in regards to service marketing can be analysed effectively through selection of
research approach. It allows to have appropriate measures which helps on meeting the aim of the
investigation. It allows to consider both specific and general criteria so study can also be
accomplished in desired manner (Singh, 2010). There are basically two kinds of research
approach which are being used by researcher such as inductive and deductive.
In addition to this, inductive approach is method that allows to have analysis of
information in diverse manner. It also helps in deeply research and ensure about the aim of the
study. With an assistance of this, the information can be collected in appropriate manner so that
objectives of investigation can be accomplished effectively. Research approach also assist in
investigating the effective patterns and theories so that understanding about the subject can be
developed in desired manner. On the other side, the deductive approach is considered as method
24

that helps in dealing with the aspects related with study. It has been noticed that researcher
allows to have examination of theory so that goals and objectives can be accomplished in desired
manner (Axinn and Pearce, 2006). The focus of this approach on finding weathers the theories
and social patterns support the formulated hypothesis or not.
It has been noticed that for effective accomplishment of the research study the
investigator has focused on use of inductive approach. With an assistance of this, relationship
between customer satisfaction and service marketing of Shangri-La Hotel can be evaluated in
appropriate manner. Moreover, the inductive approach also allows to provide better support to
the other research tools so that objectives can be accomplished in appropriate manner.
Research Type
In addition to this, it can be said that there are different kinds of research types which are
being referred effectively by investigators according to nature of subject. Classification of
research type can be as qualitative and quantitative research. It has been noticed that qualitative
type of investigation is focused on analysis of factors which are associated with behavioural
values. By having improved focus on such aspect the information about any specific subject can
be taken into account (Pring, 2014). On the other side, the quantitative type of research is
dependent upon different kind of investigation which are associated with particular data. In this,
first the hypothesis is being developed and considering that hypothesis the overall study is being
accomplished. But in qualitative type of research the result and outcomes help in drawing
hypothesis.
For better outcomes of the current investigation the investigator has focused on
qualitative research type. With a help of this, the factors that impact customer satisfaction in
reference to service marketing is being analysed effectively. In addition to this, it can also be said
that researcher become capable to evaluate relationship between customer satisfaction and
service marketing of Shangri-La Hotel.
Data collection
According to in-depth analysis of diverse research studies the data collection is also one
of most critical aspect. It has been noticed that accomplishment of aim and objectives is being
referred as process which assist in make sure that study is being accomplished effectively.
Primary and secondary data collection is being adopted by researcher in order to make sure that
25

factors that impact customer satisfaction can be evaluated effectively. It helps in exploring the
subject more effectively and make sure that key standards are being well maintained.
Primary data collection is referred as method that allows to have information gathering
on fresh basis. It can be said that this kind of information is accessed for first time from the
researcher. In present study the data has been collected from customers of Shangri-La Hotel, who
visit to the premises (Saunders and et. al., 2010). There are diverse methods of primary data
collection which can be employed by experts of different studies such as interview, semi
structure interview, questionnaire, observation, survey etc. However, in order to have effective
collection of data the questionnaire is being used as a method for primary investigation.
Secondary data collection is considered as essential section which provide a support to
overall outcome of primary investigation. In this regard, it can be said that diverse secondary
data from second hand sources are being taken into account. It means the previous literature
drafted from other investigators are being accessed effectively so that goals and objectives can be
accomplished effectively. In the present report secondary method of data collection is also used.
In order to meet the standards of secondary data collection the methods like journals, books,
online web portals and newspapers are being accessed (Singh, 2010). However, it has been make
sure that literature is related with the subject, customer satisfaction and service marketing so that
valid and reliable information is being collected.
Sampling
Sampling is considered as one of most essential aspect of research because it provides a
great support to the overall study. With an assistance of this, effectiveness of primary data
collection can be taken into account. It has been noticed that there are number of sampling
techniques which are being framed by experts in order to make sure goals and objectives are
being accomplished. In sampling the sample are selected from large group of population. It helps
in data collection and ensure that overall objectives can be accomplished effectively. Selection of
sample must be accurate so that it can be make sure that accurate information about the research
problem can be taken into account. In addition to this, it can be said that probabilistic and non-
probabilistic methods are mostly adopted by experts in order to make sure that sampling is being
selected effectively. For better accomplishment of the current investigation the probabilistic
sampling is being taken into account. In order to provide better support to the application of
26

approach the random sampling is also selected by investigator. In this, the random customers has
been selected from list who visit to the hotel named Shangri-La Hotel.
In addition to this, the selection of method is random sampling so the limited sample is
also beneficial because it assists in meeting objectives. For better gathering of the information,
the investigator has ensured that data is being collected from size of 50 customers. Customers
who visit to the Shangri-La Hotel are being referred as universe of investigation. On the basis of
sampling size the customer satisfaction in regard to service marketing can be analysed in
appropriate manner. Along with this, it also helps in evaluating the relationship between
customer satisfaction and service marketing of Shangri-La Hotel.
Data analysis
In order to have effective accomplishment of the study, it has been noticed that analysis
of collected information is critical. By having appropriate analysis of gathered information the
issue can be resolved in desired way for sustainable development. It has been noticed that there
are two kinds of methods which are mostly concerned in order to have effective data analysis.
Classification of methods can be as qualitative and quantitative research. Qualitative data
analysis is considered as a technique in which data is being analysed effectively by having
formation of different themes (Collis and Hussey, 2009). It has been noticed that interpretation of
such kind of data is also in qualitative manner. In this, data gathered can not be compared which
might affect the overall outcome. On the other side, the quantitative research analysis is a
method that allows to have mathematical and statistical analysis through application of diverse
tools and techniques. It allows to have effective comparison between information through
accessing tools and techniques. The results of quantitative data are not controllable and their
results are specific and based on some evidence.
In addition to this, the current study experts are focused on qualitative technique
application so that data analysis can be accomplished in desired manner. In this, different themes
are framed in the basis of data collection and questionnaire. With a help of thematic approach the
factors that impact customer satisfaction can be analysed in appropriate manner. However, the
data is being collected with an help of customers so the questionnaire method allows to have
appropriate analysis in order to meet objectives. In addition to this, it can be said that the
outcome can also be presented effectively through types of graph, charts and figures.
27

Validity and reliability of data
For better understanding about the subject, reliability and validity of the data is also
needed to be well maintained. With an assistance of this, the key values of the current report is
being considered as critical aspect so that understanding can be developed effectively. By having
improved focus on validity and reliability the data collection process is taken into account for
sustainable development (Bernard, 2011). In this respect, in present study, it has been ensured
that data is only being collected on the basis of authenticity of source. For example, sources that
are published by reputed authors are only being taken into account effectively.
Moreover, in order to have effective promotion of validity and reliability of information
the researcher has focused on taking primary data collection from the customers who visit to the
Shangri-La Hotel. It means the authentic and valid primary data collection is being accomplished
within study so that better understanding about the topic can be developed. Through appropriate
selection of sampling researcher has also added key values to the validity and reliability.
Ethical consideration
In order to have effective accomplishment of the research objectives, it is significant to
make sure that ethical consideration are critical part of overall study so that objectives can be
referred in desired manner. It helps in make sure that valid and reliable aspects must be their so
that overall research process can be accomplished effectively. In this respect, researcher has
shared aim and purpose of study with the respondents so that they can understand the
significance of research. It helps in effective promotion of key standards which is advantageous
for sustainable development. It also promotes the ethical working and make sure that valid and
reliable information is being gathered.
Data is also being collected without any kind of bias-ness which also promotes the
effectiveness of ethical standards that are employed in the dissertation. It helps in attaining better
outcomes and make sure that sustainable aspects are well maintained. In addition to this, it can
be said that valid and reliable sources are also being used in order to make sure that final
outcomes are being accomplished effectively (Clark, 2002). Moreover, the issue of plagiarism is
also being considered as critical aspect so that ethical values can be promoted in appropriate
manner. Privacy and confidentiality is also critical aspect which assist in developing ethical
values and make sure that goals and objectives are being accomplished in desired way.
28

Research limitations
It has been noticed that key barriers within study may impact the overall outcome
effectiveness. It means the consideration of diverse limitations of the research is essential so that
overall process can be accomplished in desired way. In addition to this, it has been noticed that
constraint of time and money is critical limitation for every study. If researcher does not have
appropriate allocation of time to every research activity then it might impact the overall outcome
in desired way (Collis and Hussey, 2009). It has been witnessed that improper time allocation
does not allow to have effective data collection and interpretation which is not advantageous for
overall outcome. Along with this, identification of information sources is also critical aspect
which might impact effectiveness of the dissertation.
Accessing of literature review and availability of secondary sources is also a critical
barrier which might impact the study evaluation. It is not easy for experts to make sure that they
are having appropriate accessibility to secondary sources. It is because there are very few
literature review documents are available on secondary sources which create issue (Daniel and
Sam, 2011). Appropriate selection of secondary source also demand high time consumption
which might also impact the gathering of data. If finance is not available then researcher can not
access to sources which require premium registration. Moreover, the size of sample was limited
as accessing of data from large samples requires more time and money. Providing convenience
to respondents is critical task so that they can agree to participate in process.
29

CHAPTER 4 DATA ANALYSIS
Theme 1) How long have you been the customer of Shangri-La Hotel
Activity Frequency Percentage
Less than a
year 20 40.00%
1- 3 years 20 40.00%
More than
three years 10 20.00%
Total 50 100
Interpretation-The researcher has chosen this theme to analyze the customer loyalty
towards Shangari-Iqa Hotel. Customer loyalty is a measure of success of supplier in retaining a
long term relationship with the customer. Hence, its measure is very essential for an organization
to frame customer care services. The above sample data has been collected from a population
size of 50 customers of the hotel. Out of these 50 there are 20 customers who have been
associated with the hotel for more than a year. This makes an overall 40% of the sample size
being associated with the hotel for more than a years time. While another set of 20 people are
availing the services of the hotel for a period more than 1 year but less than 3 years. This means
another 40% of the sample size is associated with the hotel up to 3 years. The remaining 10
people are associated for more than three years with the hotel. This makes another 20% of the
total population which is using the services of the hotel for more than a period of three years.
Hence it can be concluded that the hotel is providing quality services as it is able to retain its
customers.
Theme 2) How satisfied are you with the process of food delivery and service standards
offered by Shangri-La Hotel
Activity Frequency Percentage
Very
dissatisfied 10 20
Dissatisfied 5 10
Neutral 5 10
30

Satisfied 15 30
Very
satisfied 15 30
Total 50 100
Interpretation-The researcher has chosen this theme to evaluate the satisfaction
customers are deriving from the services provided by the hotel. It will help in making decisions
regarding the improvement strategies in the services. The sample population for carrying of the
survey is 50 customers. Out of the total 15 people that constitute 30% of the total population are
very much satisfied with the services regarding food delivery and service standards provided by
the hotel. Another set of 15 people which constitutes another 30% are also satisfied with the
services provided by the hotel. There are 5 people which constitutes 10% of the population has
no opinion regarding the services that is they remained neutral. Another 5 people seems
dissatisfied with the services. There is 10% of the total population which is dissatisfied with the
services regarding delivery of food. The last 10 people are very dissatisfied with the services
provided by the hotel. Thus we can conclude that 60% of the total population which constitutes
the majority are of the opinion that the hotel is providing satisfactory services.
Theme 3) Is the Management staff responding to your services which you want
Activity Frequency Percentage
Yes 20 40.00%
No 20 40.00%
To some
extent 10 20.00%
Total 50 100
Interpretation- The researcher has chosen this theme to analyse whether the services
offered by the house keeping staff is as per the expectation of the customers. The research is
being conducted on a sample size of 50 customers. Out of the selected population 20 that is 40%
of the total population responded in the favour. That means to them the house keeping staff is
fulfilling its responsibilities in a satisfactory manner. Another set of 20 people consisting of 40%
31

of the sample size answers in “no” that is they are not satisfied in with the services provided by
the management staff. Remaining 10 people constituting 10% of the total population responded
that management staff is providing the services in an appropriate manner up to a certain extent.
From the sample data collected it can be concluded that there is a scope of improvements in the
services provided by the management staff of the hotel. Hence, the hotel management must take
appropriate actions in order to retain its customers.
Theme 4) Is there a change in level of your satisfaction when there is alteration in process of
food delivery and service standards
Activity Frequency Percentage
Yes 30 60.00%
No 10 20.00%
Can’t say 10 20.00%
Total 50 100
Interpretation- The researcher has chosen this theme to analyse the effect of introduction
of change in the food delivery system. This data will help to eliminate any short comings due to
the introduction of change. The population size of 50 customers has been selected for carrying
out the survey. Out of the sample population 30 people answered positively that they have
derived more satisfaction when the food delivery and services standards have been altered.
Hence, 60% that is the majority of the customers are satisfied with the alteration in food delivery
and service standards. Another 10 people are of the opinion that they do no do find any change in
their level of satisfaction. This is the opinion of the 20% of the overall population. Last 10
people has no opinion the above mentioned theme. Hence, 20% of the people are unable to give
any views. Thus, on the basis of the above data we can conclude that majority of people are of
the opinion that their level of satisfaction has changed with the change in the services standards.
And so there is a positive opinion of people with the change in service standards.
Theme 5) Product quality is a prime driver of overall customer satisfaction and enhancing
service quality.
Activity Frequency Percentage
Strongly 10 20
32

agree
Agree 5 10
Neutral 5 10
Disagree 15 30
Strongly
disagree 15 30
Total 50 100
Interpretation- This theme is chosen by the researcher in order to find out the impact of
product quality on the customer satisfaction. Therefore, a researcher has taken a population size
of 50 people to analyze the above mentioned theme. Out of this selected set of customers 10
which constitutes 20% strongly agree with the theme. While another 5 also agrees with the same.
However, there are 5 people which constitutes 10% of the overall population are neutral about
the same. There are 15 people who disagreed with the fact that product quality is the prime factor
behind deriving overall customer satisfaction and enhancing service quality. This constitutes an
overall 30% of the total population who disagrees of the fact that product quality is prime factor
behind enhancing customer satisfaction. Other 15 customers strongly disagrees about the fact
that the product quality is the main driver behind the overall customer satisfaction. Thus, from
the analytical pint of view it can be concluded that majority that is 60% of the total population
disagrees on the above mentioned theme.
Theme 6) In comparison to other competitors what do you feel about the standard of services
offered by Shangri-La Hotel
Activity Frequency Percentage
Superior 20 40.00%
Somewhat
better 15 30.00%
Poor 5 10.00%
Can’t say 10 20.00%
Total 50 100
33

Interpretation- The above theme is chosen by the researcher in order to make
comparisons regarding the performance of the hotel with other competitors operating in the
industry. In order to take the competitive advantage this analysis is considered essential. Hence,
a survey was conducted in a population of 50 people and inferences was determined on that
basis. Out of the sample population chosen 20 people that is 40% of the total population are of
the opinion that the quality of services are superior in comparison to that of its competitors.
Another 15 people that consists of 30% of the total population find the services rendered by the
hotel to be better in comparison of competitors. The next set of 5 people find the services to be
poor than that provided by its competitors. Almost 10% of the total population find that the
services are poor. The last set of 10 people are not able to draw any opinion regarding the above
topic raised in the theme. We can conclude that almost 70% of the total population are finding
the services of the hotel better than that of its competitors. Hence, the hotel is providing better
and satisfactory services in comparison to others in the industry.
Theme 7) Rate the standards of service in comparison to other competitors of Shangri-La
Hotel
Activity Frequency Percentage
High 30 60.00%
Low 5 10.00%
Same 10 20.00%
Total 50 100
Interpretation- This theme set by the researcher is to analyse the quality and standards of
services provided by the competitors in comparison to its competitors. The researcher chose a set
of 50 people for carrying out the research for this purpose. Out of the sample size 30 people
which consist of 60% of the total population are of the opinion that there is substantially high
degree of standards of services provided by the hotel. Another set of 5 people are of the opinion
that low level of services are provided by the hotel in comparison of its competitors. Another 10
that is 20% of people states that the standards of services provided by the hotel are the same as
compared to its competitors. Thus, we can conclude that majority of people finds the quality of
services to be high in comparison of that to other operating in the industry.
34

Theme 8) By having improvement in quality of services the better support can be offered to
service marketing
Activity Frequency Percentage
Strongly
agree 30 60.00%
Agree 2 4.00%
Neutral 8 16.00%
Disagree 5 10.00%
Strongly
disagree 5 10.00%
Total 50 100
Interpretation- This theme has been selected by the researcher in order to evaluate the
impact of the quality of services provided by the hotel. For this purpose a set of 50 people has
been selected for conducting the survey. Out of 50 customers 30 strongly agrees with the view
that by making improvements in the quality of services better support can be offered in service
marketing. 2 customers also agree with this point of view. Another group of 8 people are neutral
on the above stated opinion. There is another set of 5 people who disagree with the point raised
in the theme. The last group of 5 people are in strong disagreement with the point raised in the
above theme. Hence, by analysis of the above data we can conclude that majority of people
opines that improvement in the quality of services will lead to better support in service
marketing.
Theme 9) Customer satisfaction is having relationship with service marketing in direct
manner but up to a certain scale.
Activity Frequency Percentage
Yes 35 70.00%
No 15 30.00%
Can’t say 0 0.00%
Total 50 100
35

Interpretation- The researcher has chosen this theme in order to draw inferences about
the relationship of service marketing with customer management. For this a group of 50 people
are chosen for carrying out the research activity. Out of the sample population of 50 people 35
people which consists of 70% of the total population size are of the opinion that service
marketing do have a direct relationship with that of service marketing. Another set of 15 people
are of the opinion that there no connection between the service marketing and customer
satisfaction. Hence, on the basis of the opinion of majority of the population we can conclude
that since majority of people are of the opinion that service marketing do have a direct
relationship with that of the service marketing.
Theme 10) By improving the presentation of services the better support can be offered to
service marketing.
Activity Frequency Percentage
Strongly
agree 20 40.00%
Agree 20 40.00%
Neutral 0 0.00%
Disagree 5 10.00%
Strongly
disagree 5 10.00%
Total 50 100
Interpretation- This theme has been chosen by the researcher in order to evaluate the
impact of presentation of services on the service marketing. For this evaluation the researcher
chooses a population size of 50 people. Out of the sample population of 50 people 20 strongly
agrees with the view that the improvement in presentation of better support can be offered in
service marketing. The population who strongly agrees with the point raised in the theme are
40% of the total population. Another 20 people are neutral that they are not able to form any
opinion on the view stated in the theme. This population who are neutral constitutes 40% of the
total population. That is a large population do not have any opinion on the view raised on the
above stated theme. Out of the remaining 10 people 5 strongly disagree and the another 5
36

disagrees that improvement in presentation of services will provide better support in service
marketing.
Theme 11) Service marketing improvement attract more and more customers to attain the
accommodation services which will also enhance the level of satisfaction
Activity Frequency Percentage
Yes 20 40.00%
No 20 40.00%
Can’t say 10 20.00%
Total 50 100
Interpretation- On the basis of primary information collected, it has been interpreted that
service marketing advancement is beneficial to have improvement in customers so that
accommodation services will have improvement in satisfaction level. Out of 50 respondents the
20 of them has stated that service marketing helps in improving satisfaction level because the
information about product and services can be shared in effective manner. With an assistance of
this, key features of services can be understand in appropriate manner which allows to have
improvement in brand awareness. It allows to have improvement in accommodation services so
that goals and objectives can be accomplished in desired manner. In addition to this, another 40
percent of respondents were not in the favour of statement. However, the 10 customers of
Shangri-La Hotel has said that they are not well aware about the service marketing concept so
they can not provide a specific comment on the statement.
Theme 12) Factor that affect customer satisfaction
Activity Frequency Percentage
Product
quality 20 40.00%
Range of
service 10 20.00%
Needs and
wants 5 10.00%
37

Customer
perception 6 12.00%
Cheaper
price 7 14.00%
Designing
and
innovative
products 2 4.00%
Total 50 100
Interpretation- On asking the respondents about the key factors that impact their
satisfaction level while attaining the services of Shangri-La Hotel, it has been analysed that
product quality is one of most significant element. In addition to this, it can be said that 40
percent of people ha said that product quality impacts their satisfaction level in diverse manner.
It means company need to focus on improvement in quality of services so that goals and
objectives can be accomplished in desired manner. Moreover, 10 respondents has stated that
range of services is also one of key aspect which is associated with satisfaction level. In addition
to this, it has been noticed that pricing and designing is also critical which might also impact the
level of customer satisfaction. In order to improve the customer satisfaction Shangri-La Hotel
need to focus on improvement in diverse factors. Classification of factors can be as needs and
wants consideration, customer perception, pricing of services and innovation. By having
improved focus on such aspects the issue can be resolved in appropriate manner and lead
business firm to impressive level of success.
Theme 13) Innovation in product and services also allows to have better service marketing
Activity Frequency Percentage
Yes 40 80.00%
No 5 10.00%
Can’t say 5 10.00%
Total 50 100
38

Interpretation- Analysis of the responses demonstrates that majority of customers
percept that innovation in product and services also allows to have better service marketing. It
has been noticed hat out of 50 respondents the 40 has stated that they are agreed with the
statement that innovation provides a support to the service marketing and lead business firm to
impressive level of success. It has been noticed that 10 percent of people has said they do not
take innovation as a factor which improves standard of marketing. In order to have better
accomplishment of service marketing the business entity can have sustainable development
through offering innovation according to market need. It means if innovation is satisfying the
need of customers then hotel firm can have impressive level of success.
Theme 14) Services marketing influences your perception while having a purchase of services
Activity Frequency Percentage
Strongly
agree 30 60.00%
Agree 2 4.00%
Neutral 8 16.00%
Disagree 5 10.00%
Strongly
diagree 5 10.00%
Total 50 100
Interpretation- According to information gathered, it can be interpreted that services
marketing influences customer perception while having a purchase of services. It has been
noticed that 60 percent of customers percept that service marketing allows to have changes in
their purchase process. It is because the service marketing allows them to have specific
information about product features. It attracts them to have use of services which is beneficial for
business entity. In addition to this, it has been witnessed that 8 of respondents are in the neutral
stage because they do not have information about service marketing. In order to have better
customer satisfaction the Shangri-La Hotel can have improvement in services. It will lead
business to impressive level of success.
39

Theme 15) Does Shangri-La Hotel need to improve standards in context to customer
satisfaction and service marketing
Activity Frequency Percentage
Yes 30 60.00%
No 15 30.00%
To some
extent 5 10.00%
Total 50 100
Interpretation- The statistics of above table shows that Shangri-La Hotel need to improve
standards in context to customer satisfaction and service marketing. It indicates that company is
offering better services in the market but standards need to be improved when it is compared
with other competitors. It has been noticed that out of 50 respondents the 30 of them has stated
that company need to focus on diverse activities which are beneficial for advancement in service
marketing so that better satisfaction can be provided to customers. In addition to this, 5 of
customers has stated that to some extent services need to be improved. It means the management
of Shangri-La Hotel must focus on quality standards in order to enhance the service quality and
marketing values. It will allow to lead business to impressive level of success.
Theme 16) Training need to be provide to members for improvement in skills so that they can
offer better support to the customers
Activity Frequency Percentage
Yes 20 40.00%
No 20 40.00%
Can’t say 10 20.00%
Total 50 100
Interpretation- As per the table shown above, it can be seen that training need to be
provide to members for improvement in skills so that they can offer better support to the
customers. It has been noticed that staff members faces issues in customer service which impacts
the customer support activities. In this respect, 20 of respondents think that management of
40

Shangri-La Hotel need to focus on training and development process so that goals and objectives
can be accomplished. It allows to have improvement in staff skills such as communication,
reaction time improvement, time management, etc. These kinds of skills are beneficial for
company because it assists in offer better support to the customers. By having improved focus on
diverse training programs the issues can be resolved in appropriate manner.
Theme 17) Improvement in communication skills and knowledge about operational activities
is one of key benefit that facilitates in meeting objectives effectively.
Activity Frequency Percentage
Yes 35 70.00%
No 15 30.00%
To some
extent 0 0.00%
Total 50 100
Interpretation- According to above analysis, it can be said that improvement in
communication skills and knowledge about operational activities is one of key benefit that
facilitates in meeting objectives effectively. It has been noticed that out of 50 respondents the 35
of them has stated that communication skills allows to have better coordination among members
so that goals and objectives can be accomplished in desired manner. Moreover, rest of 30 percent
of people has stated that they do not take communication as a critical aspect in operational
improvement. However, further improvements in communication can be advanced through
appropriate use of mediums.
Theme 18) Improving the customer satisfaction is beneficial for word of mouth advertising.
Activity Frequency Percentage
Yes 35 70.00%
No 15 30.00%
To some 0 0.00%
41

extent
Total 50 100
Interpretation- In the modern businesses' advertisement is like a blood. Some of the
industries do advertisement to their business while some of the not. According to this table 70%
are agreed for advertisement while 30% are not agreed with the advertisement. The company
who is not using advertisement they might not to spend the large amount of money. This lead to
rise in price of the company and do not afford it. Advertisement is also undermines the social
values. Most of the company can not do the advertisement because of their various types of
products. Inferior products confuse the producers which kind of product should be done because
they think that every product is good whatever they are producing. If industries wants to increase
their productivity, they have to advertisement their product so people come to know about their
product. If company wants to control then advertisement is the best medium to control and it is
one time expense only if they want advertisement more they can. 35 person are satisfaction for
advertisement because it creates the awareness of the people, increase the sale in the
organisation, and creates higher standard of living etc. so the 15 person who are not satisfied
with the company can go for the advantages of advertisement if they have to expand their
business in the market.
42

CHAPTER 5 CONCLUSION AND RECOMMENDATION
Conclusion
According to in-depth analysis of both primary and secondary data, it can be stated that
customer satisfaction is one of critical aspect that decides the success of organisation. It has been
noticed that if customers are not satisfied then business firm can face critical issues. It has been
noticed that working of organisation is dependent upon service marketing. In addition to this, it
can be said that customer satisfaction is considered as one of most significant aspect that plays a
key role in success of organization. In order to deal with competitive market the business firm
must focus on customer satisfaction. Customer satisfaction implies about delivering the products
and services in accordance with the expectation of the customers. Delivering of products and
services in accordance with the choice, need, wants, expectations and desires of the customers
depicts about satisfying the customers in efficient manner. It has been noticed that if customers
of business firm are not satisfied then success ratio might get influenced in negative manner.
In addition to this, it has also been analysed from the gathered information that in order to
meet the standards of customer satisfaction the customer needs and expectations also need to be
analysed in appropriate manner. It has been noticed that customer satisfaction is not only about
improving the quality of services but pricing of services also plays a vital role in customer
satisfaction If company is not having appropriate design of services according to customer needs
then overall impact might get influenced in negative manner. It has been noticed that hospitality
sector is dealing in wide range of services that means quality need to be well maintained so that
better satisfaction can be offered to customers. Primary and secondary data analysis indicates
that customer satisfaction was considered as critical section of every business firm because it
allows to accomplish objectives and it also defines as percentage of total customers whose
reported their experience with a firm, its products or services exceeds the organisational goals.
Organisation did not focus on much time on customer satisfaction and on the concept of
customer service. For this every organisation work hard daily to know the customer needs and
wants, their behaviour, taste and preference relating to attitudes and perception about the product
and services, and try to win the hearts of customer and create brand image in the minds of
customer. Service marketing is typically business to business services and business to consumer
services such as financial services, rental, health care services, telecommunication services and
professional services. In that production, distribution, consumption take place simultaneously
43

and service were produce with the seller and buyer interaction it gives benefit by offering to
another party that was essentially intangible and does not result in the ownership of anything and
its production may or may not be tied to physical product.
In addition to this, it has been noticed that company need to focus on customer
satisfaction because it is a level or extent to which product and services of a particular business
enterprise satisfy demand of people in marketplace. It indicates that by having a improved focus
on customer satisfaction the businesses can easily understand key market values so that products
and services can be developed in appropriate manner. It has been noticed that customer
satisfaction is significant for every business firm because it allows to have advancement in
factors that helps in maintaining competitiveness. It means sales of business entity can be
advanced through consideration of customer satisfaction. Analysis of overall report also indicates
that by having improvement in quality of services the better support can be offered to service
marketing. Service marketing can be judged through analysing the outcome of services. It
indicates that the level of customer satisfaction is having relationship with service marketing in
direct manner but up to a certain scale. Service marketing is having great relation with the
customer satisfaction. In this regard, it can be said that by having an improvement in standards of
advertising of services the business firm can improve the customer satisfaction. Working of
hospitality sector is dependent upon presentation of services. In addition to this, by improving
the presentation of services the better support can be offered to service marketing. It also assists
in improving the overall aspect and lead business to impressive level of success. If services are
being presented according to customer interest then overall outcome might get influenced in
positive manner. It indicates that level of customer satisfaction can also be advanced by having
effective promotion of services. It also indicates that the level of customer satisfaction is having
relationship with service marketing in direct manner but up to a certain scale.
Analysis of secondary information indicates that training need to be provide to members
for improvement in skills so that they can offer better support to the customers. It has been
noticed that staff members faces issues in customer service which impacts the customer support
activities. Management of Shangri-La Hotel need to focus on training and development process
so that goals and objectives can be accomplished. It allows to have improvement in staff skills
such as communication, reaction time improvement, time management, etc. Services marketing
influences customer perception while having a purchase of services. Service marketing allows to
44

have changes in their purchase process. It is because the service marketing allows them to have
specific information about product features. It attracts them to have use of services which is
beneficial for business entity. In order to have better customer satisfaction the Shangri-La Hotel
can have improvement in services. It will lead business to impressive level of success.
Recommendation
For better accomplishment of goals and objectives and improvement in work the
management of Shangri-La Hotel need to focus on recommendations and ways that can provide
benefits. Service quality improvement in considered as one of key aspect that provide direct
support to the service marketing. It is significant for hospitality firm to make sure that customer
service skills are being strengthen. It means training need to be provide to members for
improvement in skills so that they can offer better support to the customers. It assists in
improving customer satisfaction and promotion of services effectively. Use of CRM is also
beneficial because it helps in strengthening the customer service skills. It will also advance the
level of customer service which is beneficial for improvement in customer satisfaction. Clear
communication among members is also significant so that roles and responsibilities can be well
maintained. It assists in improving the customer satisfaction which is beneficial for word of
mouth advertising. Along with this, it is also necessary for management to make sure that they
are conveying correct message to customers so that services can be promoted effectively. If
customer is having accurate information about the features and usability of services offered by
firm then it will attract customer to purchase. Moreover, continuous communication is also key
aspect that allows to share information about services with customers. It means by having
improved focus on the customer interaction the business entity can have advancement in service
marketing. If proper information is being shared with customers according to key expectations
then it will have direct impact on the customer satisfaction.
In order to have better understanding about the subject the researcher can carry out
further investigation. A study on impact of service marketing activities on customer satisfaction
is beneficial to evaluate the diverse factors that are associated with the subject. Along with this,
investigation on methods used by hospitality firms to improve customer satisfaction is also a
beneficial aspect because it assists in meeting objectives. It will allow to understand the factors
that businesses consider to have improvement in services.
45

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50

APPENDIX
Questionnaire
1) How long have you been the customer of Shangri-La Hotel?
 Less than a year
 1- 3 years
 More than three years
2) How satisfied are you with the process of food delivery and service standards offered by
Shangri-La Hotel?
 Very dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Very satisfied
3) Is the Management staff responding to your services which you want?
 Yes
 No
 To some extent
4)Is there a change in level of your satisfaction when there is alteration in process of food
delivery and service standards?
 Yes
 No
 Can’t say
5) Product quality is a prime driver of overall customer satisfaction and enhancing service
quality
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly diagree
6) In comparison to other competitors what do you feel about the standard of services offered by
Shangri-La Hotel?
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 Superior
 Somewhat better
 Poor
 Can’t say
7) Rate the standards of service in comparison to other competitors of Shangri-La Hotel?
 High
 Low
 Same
8) By having improvement in quality of services the better support can be offered to service
marketing.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly diagree
9) Customer satisfaction is having relationship with service marketing in direct manner but up to
a certain scale.
 Yes
 No
 Can’t say
10) By improving the presentation of services the better support can be offered to service
marketing.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly diagree
11) Service marketing improvement attract more and more customers to attain the
accommodation services which will also enhance the level of satisfaction.
 Yes
 No
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 Can’t say
12) Factor that affect customer satisfaction
 Product quality
 Range of service
 Needs and wants
 Customer perception
 Cheaper price
 Designing and innovative products
13) Innovation in product and services also allows to have better service marketing
 Yes
 No
 Can’t say
14) Services marketing influences your perception while having a pruchase of services
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly diagree
15) Does Shangri-La Hotel need to improve standards in context to customer satisfaction and
service marketing
 Yes
 No
 To some extent
16) Training need to be provide to members for improvement in skills so that they can offer
better support to the customers.
 Yes
 No
 Can’t say
17) Improvement in communication skills and knowledge about operational activities is one of
key benefit that facilitates in meeting objectives effectively.
 Yes
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 No
 To some extent
18) Improving the customer satisfaction is beneficial for word of mouth advertising.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
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