Impact of Service Quality on Customer Loyalty

This assignment examines the crucial relationship between service quality and customer loyalty within the context of service industries. It requires you to delve into the factors that contribute to high-quality service and how these factors influence customer satisfaction, leading to increased loyalty and repeat business. The analysis should consider various perspectives, including customer expectations, service encounter experiences, and organizational strategies for enhancing service delivery.

RESEARCH PROJECT

TABLE OF CONTENTS
Research Title..................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Research project outline specifications..................................................................................3
1.2 Factors that contribute to the process of research project selection.......................................4
1.3 Critical review of key references...........................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Plan and procedures for agreed research specification..........................................................7
Task 2...............................................................................................................................................8
2.1 & 2.2 Research methodology.................................................................................................8
2.3 Collection of relevant data.....................................................................................................4
Task 3...............................................................................................................................................5
3.1 Appropriate research evaluation techniques..........................................................................5
3.2 Interpretation and result analyses...........................................................................................6
3.3 Recommendation.................................................................................................................10
Task 4.............................................................................................................................................10
4.1 Presentation..........................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
2

RESEARCH TITLE
“To understand the impact of customer satisfaction on sales of company: A case study of
Marriott Hotel UK”
TASK 1
1.1 Research project outline specifications
Organizations are working for increasing sales of company which is only possible by
satisfying consumer's needs. In the modern competitive era, there are large number of firms
which are offering the same quality products and services. To survive in such corporate market,
it is essential to understand the needs of service users and fulfill the same. It helps in satisfying
the clients and their needs by which sales and profit of the organization will get enhanced. In this
context, entities formulate such strategies which can help in identifying the needs of service
users and then modify their operations accordingly (Van der Heijden, Schepers and Ordanini,
2013).
There are many factors that put a huge impact on the overall sales of company like
consumer satisfaction, efficiency of products, employee’s morale, etc. With respect to hospitality
sector, it is important that all departments will work together and provide high quality of services
to guests so that needs of them would get fulfilled. By this way, organizations would be able to
increase their sales records. For the present research project, Marriott Hotel is being taken into
account. It is a leading hospitality organization that provides luxury services to guests. It
concentrates more on consumer's queries so that they would feel satisfied and become loyal
towards the brand. Research project will help in identifying the ways through which company
can satisfy its customers and raise its sales to a high extent (VanPatten and Williams, 2014).
Aim and Objectives
Main aim of present report is to understand the impact of consumer satisfaction on sales
of firm – A case study of Marriott Hotel.
3

Objectives
 To identify the impact of customer satisfaction on performance of Marriott Hotel
 To understand the interrelationship between sales and consumer satisfaction
 To recommend several strategies which can help in improving the sales of Marriott Hotel
1.2 Factors that contribute to the process of research project selection
There are number of factors that contribute well in the selection of research project.
Number of elements are as follows: Area of interest: Management of company has to look upon the consumer needs and
requirements. Customer’s tastes and preferences get changed regularly. So, company has
to look upon their choices that would help in increasing the sales of organization.
Researcher has interest in this area that can help to conduct better research. This is the
reason; researcher has selected this topic (Bai, Dhavale and Sarkis, 2014). Data collection: Information can be collected from various sources. Data collection is
easy that is the major reason of selecting this topic. Availability of sufficient sources: Researcher has given priority to this topic because there
are various sources through which relevant information can be collected on time. Feasible subject matter: Researcher has selected this subject because it is feasible and
scholar can conduct quality research on the same. Individual has paid attention on the
specific plan and process as well as collected relevant information that has made this
report more interesting.
 Survey: For collecting data, researcher has conducted survey and asked viewpoints of
consumers that has supported to a high extent (Chiang and Hsieh, 2012).
1.3 Critical review of key references
Performance of organization and sales are interrelated aspects. They both put high impact
on each other. For instance: if company is not performing well then sales of the entity will get
down. On the other hand, if organization is performing well then it means that it is able to satisfy
4

the needs of users that would help in increasing the sales of firm. According to Cohen and Olsen,
2013” satisfied clients are loyal customers and they come again and again in the organization”.
Customer satisfaction is one of the main aspects that can help organizations to survive in the
competitive market for longer period. In the current competitive market, it is difficult to satisfy
the needs of guests because their preferences can get changed any time. It is more difficult to
build long term relationship with customers. In this respect Chiang and Hsieh, 2012 stated that
“different factors can put their impact on the overall performance of company but having good
relationship with consumers can support in increasing the sales of organization to a high extent.”
If firm is able to provide quality services and products then people will be loyal towards the
brand and they will be attached with the brand for longer period. As per the views of Chiang and
Hsieh, 2012 satisfaction level of clients is directly related with the sales of company as if people
are satisfied then they will give positive comments to others whereas if they are not satisfied then
they will give negative feedback that can create bad brand image. In this context, management
has to make sure that they provide immediate and quality services to users that would help in
increasing the sales of company.
As per the views of Cohen and Olsen, 2013 employees are the biggest factor that affect
the overall performance of company. If workers of organizations are motivated then they will
give quick response to consumers whereas if staff members are not positive towards the brand
then they will not contribute in attainment of entity’s objectives and will not give proper
response to customer's queries. It would result in affecting the sales performance of organization
in a negative manner. Products of the firm put high impact on the sales records as if company
fails to provide quality services and products to customers then it would be difficult to survive in
the competitive market that would decrease the sales of organization. In absence of high quality
products, organization will fail to satisfy consumers that will hamper its sales performance.
According to Eisingerich, Auh and Merlo, 2014 firms have to look upon the needs of
service users. By fulfilling the desires of them, entity will be able to attract more customers that
5

would enhance their sales. If firm is able to fulfill its consumers’ needs then people will be
satisfied and they will visit the hotel again that will increase the sales of organization.
According to Chiang and Hsieh, 2012 there are many factors that affect the consumer
satisfaction to great extent. Product quality is the major element that influence the mind of client
(Chiang and Hsieh, 2012). If firm is unable to service them quality hospitality services then
individual will get negative and will not come in the organization again. In the hospitality
industry consumers expect to get quality services at minimum time, they do not want to wait a
lot. If hotel or restaurant is able to satisfy their needs then consumers come in the place
frequently otherwise they do not come here that impact on the sales volume of the firms. On
other hand Cohen and Olsen, 2013 has argued that communication is the major element that
affect the satisfaction level of customers. If company is able to make effective communication
with them and resolve their issues immediately then it will make clients loyal towards the brand.
Otherwise, they will move to other organization soon (Cohen and Olsen, 2013 ). Each individual
wants that employees of hotel listen to them carefully and provide them food and services
immediately as per their need. But if there is communication gap and management do not give
them quick response on their quarries then it makes them negative and they give negative
feedback to others as well. By this way overall sales volume of the companies can get affected
badly.
1.4 Research project specification
Research methodology is the process through which researcher can collect relevant
information and data for achieving aim and objective of the research. It supports in conducting
detail study on the research topic so that root cause of problems can be identified and proper
solutions of any issue can come out. Research questions are prepared by the researcher so that
segregation of topic can be done. Positivism approach of research will support in giving
optimistic information regarding topic. Descriptive design will be adopted by the researcher to
identify the interrelationship between sales and consumer satisfaction. Data would be collected
6

by the researcher by filling questionnaire with managers of Marriott hotel (Chiang and Hsieh,
2012). Questions for the research study are as below maintained:
 What is the impact of consumer satisfaction on company's performance?
 What is the relationship between sales records and customers satisfaction?
 What are the factors that affect consumer's satisfaction?
For the present research several methodologies will be used by researcher, these are as
following:
 In order to collect data primary and secondary sources will be used. Survey will be
conducted as primary sources and for secondary sources books, journals, articles will be
taken.
 Inductive approach will be used for this research as data is collected from the
organizational view so this approach will be feasible for the study.
 For the present report interpretivism philosophy will be used so that necessary
amendments can be done timely.
 Random sampling techniques will get selected by the researcher so that unnecessary
biasness can be avoided. Sample size for this topic will be 30 managers of Marriott hotel.
 For data analyses qualitative technique will be used for this study.
1.5 Plan and procedures for agreed research specification
Activity Week1 Week2 Week3 Week
4
Week5 Week6 Week7 Week
8
Week9
Research
Proposal
Reading
Literature
formulate
aims and
7

objectives
Drafting
literature
review
Collecting
secondary/
primary
data
Analyzing
data
Develop
research
approach
Drafting
research
methodolog
y
Develop
questionnai
re
Arranging
interview
Conducting
interview
Accumulati
ng the data
8

Drafting
Findings
Analyzing
data
Completion
of
remaining
chapters
Taking
feedback
Revising
the draft
Printing
and binding
Submission
TASK 2
2.1 & 2.2 Research methodology
9

Introduction
It is considered as the process which helps in selecting effective tools and techniques so
that desired objectives could be selected for carrying out the study.
Research philosophy
It is considered as the belief regarding the way in which data regarding a phenomenon
needs to be collected, analyzed and used. Research philosophy is considered of two different
types i.e. positivism and interpretivism (Cochran, 2007). In the current study, positivism research
philosophy has been selected in regard to analyse the employment laws within Marriott hotel.
Main reason behind selecting such approach is that it helps researcher in carrying out the study in
suitable qualitative analysis.
Research design
Research design is stated as the blueprint and thus which helps in analysing, collected an
evaluating the information so that results can be attained within study. There are different types
of research design I,e, descriptive, exploratory and case study (Creswell, 2013). In the present
study, descriptive research design has been selected in order to carry out the objectives and
analyse the outcomes. It also assists researcher to effectively answer the questions and thus make
proper judgements.
Research approach
It is considered as the type of study within deductive and inductive approaches so that
best suitable methods could be adopted. Hence, it is considered as the best approach that results
into carrying out effective analysis and thus attain desired results (Kitchin and Tate, 2013). In the
present study, inductive approach is being selected by the researcher. Main reason behind
selecting such approach is attaining high growth of study from specific to general. Researcher
also analyses the impact of customer satisfaction on the sales of firm. Here, scholar also develops
effective theory in order to carry out the study effectively and efficiently.
Research type
Research types is considered as the effective study which involves different forms of
carrying out the study and thus attain desired results. It involves two different research types
such as qualitative and quantitative. Such type of research is generally considered as the analysis
of need and demand of study (Khan, 2014). The present research is using quantitative research
1

type and prepares questionnaire in regard to analyse the study of customer satisfaction and its
impact upon sales of firm. Quantitative research is considered as focusing upon obtaining
objective measurements and statistical, mathematical and numerical information so that data
analysis could be done using statistical tools such as SPSS. Main strength of such research is that
it helps in completing and refining quantitative data. Further, it also helps in providing more
detailed information to explain complex issues. While, weaknesses of such research is that the
findings sometimes could not be generalised to the study.
Data collection
Data collection is considered as the type of process through which informality is being
collected regarding the particular topic. It involves two different types of data collection methods
such as primary and secondary sources. Both these methods are being used in regard to carry out
the study and attain desired objectives (Creswell, 2013). Primary data collection method
undertakes questionnaire that helps in formulating effective questions in order to carry out the
research. While, secondary data collection method involves different sources such as online
journals, books, internet sources and newspapers that helps in obtaining informality regarding
particular subject matter.
Sampling
It can be stated that sampling is considered as the process of obtaining informality from a
small number of people selected from the whole universe. Researcher aims to select the
information through random sampling technique and thus analyse the information (Žikić, 2016).
Main reason behind carrying out such sampling method helps in providing equal chances to
every individuals and thus obtain the best information. Further, the sample size selected is 30
managers of Marriott hotel.
Data analysis
Data analysis is considered as the method that helps in analysing the information in terms
of carrying out the output of the study. It involves thematic and statistical methods through
which data analysis could be done (Jain, Ashaiya and Jain, 2016). In the present study, thematic
analysis is being adopted in regard to carry out the qualitative research type.
Research limitations
There are varied limitations involved within the study for carrying out the research. It
involves lack of time, resources and human resources. Therefore, it is essential for scholar to
2

undertake and review different books and journals so that it helps in collecting appropriate
information and thus conduct the study. Also, lack of time is considered as one of the main
limitation of the research therefore, it affects the quality of research (Kitchin and Tate, 2013).
Ethical considerations
There are certain ethical considerations which needs to be undertaken by the researcher
and thus maintain privacy of the informality provided by individual within the study. Also, it is
essential for scholar to undertake effective reference and citation of work so that act of
plagiarism could be maintained (Mercieca and Mercieca, 2013).
Questionnaire
1. Name:
2. Gender:
3. Age:
4.According to you, what is the impact of sales on company's performance?
 Revenues increase
 Brand image enhance
 cost increase
 No effect
5. Do you agree customers are satisfied with the product and services?
 Yes
 No
6. Does performance of company affect sales records of Marriott Hotel?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
7. What techniques can support the firm in improving its working performance?
 Product innovation
 Training and development
3

 Organization structure and culture
8. Do you agree that improvements in product quality can attract more customers?
 Yes
 No
9. What things can attract more customers towards Marriott hotel?
 Quality products
 Immediate services
 No waiting time
10. Your valuable suggestion for raising sales of Marriott Hotel.
2.3 Collection of relevant data
Q1. Do you agree customers are satisfied with the product and services?
Criteria Responses
Yes 20
No 10
Q2. According to you, what is the impact of sales on company's performance?
Criteria Responses
Revenues increase 12
Brand image enhance 10
cost increase 5
No effect 3
Q3. Does performance of company affect sales records of Marriott Hotel?
Criteria Responses
Strongly disagree 4
Disagree 6
Neutral 5
4

Agree 8
Strongly agree 7
Q4. What techniques can support the firm in improving its working performance?
Criteria Responses
Product innovation 12
Training and development 8
Organizational structure and culture 10
Q5. Do you agree that improvements in product quality can attract more customers?
Criteria Responses
Yes 18
No 12
Q6. What things can attract more customers towards Marriott hotel?
Criteria Responses
Quality products 15
Immediate services 10
No waiting time 5
TASK 3
3.1 Appropriate research evaluation techniques
There are several research techniques which will be adopted by researcher for the study: Research philosophy: It is the tool which supports in carrying out the research in
systematic direction. For the present report positivism approach will be used that will
help in achieving goal of the research. This approach will support in identifying the
impact of consumer satisfaction on sales volume of the organizations.
5

 Research design: For the present study descriptive research will be conducted by the
investigator. With the help of this researcher will be able to interact with managers
effectively. Research approach: inductive approach will be used by researcher. By this way study
will be conducted in systematic manner. Data collection: For the research primary and secondary sources will be used. Primary
source would be questionnaire and secondary data will be collected by books, journals
and internet articles. Data analyses: Thematic approach will be used by researcher for data analyses. That
would help in finding appropriate solution of the problem.
 Sampling: For the study 30 managers have been selected, that is the sample size of
primary data.
Researcher has framed questionnaire so that it can know the view points of managers on
the topic because they know better about the performance of the company and affecting actors.
3.2 Interpretation and result analyses
Q1. Do you agree customers are satisfied with the product and services?
Criteria Responses
Yes 20
No 10
6
Yes No
0
5
10
15
20
25
20
10 Responses

Interpretation: From the above description it can be said that 20 mangers of Marriott hotel are
agreed that customers are satisfied with the product and services. Whereas, 10 managers have
answered no, that they guest are not satisfied. So it can be interpreted that cited firm is providing
quality services that is why maximum consumers are very satisfied with the brand.
Q2. According to you, what is the impact of sales on company's performance?
Criteria Responses
Revenues increase 12
Brand image enhance 10
cost increase 5
No effect 3
Description: It can be analyzed that if sales is high then revenues of the firm can get increased.
Apart from this it will impact on the brand image as it will get enhanced. But for increasing sales
organizations will have to improve its quality that would increase cost of the firm. It can be
interpreted that sales impact on profit of the entity to great extent.
Q3. Does performance of company affect sales records of Marriott Hotel?
7
Revenues increase
Brand image enhance
cost increase
No effect
0 2 4 6 8 10 12 14
12
10
5
3
Responses

Criteria Responses
Strongly disagree 4
Disagree 6
Neutral 5
Agree 8
Strongly agree 7
Description: From the above data it can be said that 5 managers are strongly disagreed that
performance of the company does not affect sales. Whereas 6 managers are disagreed and 5 are
natural on this topic. But 8 managers are agreed that performance of the company affect sales
records. If company is not performing well then people will get dissatisfied and that will
decrease sales of the hotel.
Q4. What techniques can support the firm in improving its working performance?
Criteria Responses
Product innovation 12
Training and development 8
Organizational structure and culture 10
8
4
6
5
8
7
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Description: From the above records it can be said that product innovation can improve working
performance of the organization. 8 respondents have said that training and development
programs can support in improving overall performance of the organization. 10 answers have
viewed that organization structure and culture impact on the working performance. So it can be
interpreted that by introducing innovative products and by improving culture of the company
working performance of the firm can get developed.
Q5. Do you agree that improvements in product quality can attract more customers?
Criteria Responses
Yes 18
No 12
9
Product innovation
Training and development
Organizational structure and culture
0
2
4
6
8
10
12
14
12
8
10
Responses

Description: From the data it can be said that yes improvement in product's quality can help in
increasing sales of the organization. 18 respondents have said yes on this matter whereas 12
respondents have said no to this. So it can be interpreted that by improving quality of services
and products Marriott hotel can attract more consumers towards the brand.
Q6. What things can attract more customers towards Marriott hotel?
Criteria Responses
Quality products 15
Immediate services 10
No waiting time 5
Description: From the data it can be said that quality products attract more consumers towards
the brand. Maximum respondents have said that product's quality can satisfy them and they can
be loyal towards the brand. Apart from this by giving immediate services to clients Marriott hotel
can attract more users.
10
Yes
No
0 2 4 6 8 10 12 14 16 18 20
18
12
Responses
15
10
5
Quality products
Immediate services
No waiting time

3.3 Recommendation
 In accordance with the findings, it can be recommended that Marriott hotel should work
upon improving its quality of the product and services. This would help the cited firm in
increasing its sales volume to great extent.
 Furthermore, management can conduct market research that would help in identifying
needs of users. By this way top authorities will be able to modify its operations according
to the demand of customers. That will satisfy their needs and they will get attracted
towards the brand.
 As increment in sales can also increase cost of the company so management should
prepare proper budget so that cost does not get exceed.
TASK 4
4.1 Presentation
Covered in PPT
CONCLUSION
From the above research it can be concluded that company performance is highly
depended upon the customer's satisfaction. So it is necessary to satisfy them by this way sales of
the firm can get increased to great extent. Innovation in products and quality services can attract
them by this way profit of the company can get increased. Report has discussed about the factors
that affect consumers satisfaction. It is found that quality and quick response are two major
elements that influence the mind of users to great extent. If company is able to offer them quality
services and products then it will make people loyal towards the brand and they will buy the
products of the organization frequently. That helps in improving the sales volume of the firm to
great extent. In addition to this, quick response it another strategy that can support in increasing
sales volume of the Marriott hotel. That can support in improving profit of the organization and
it will help in sustaining in the market for longer duration. Study has also discussed about impact
of consumer satisfaction on the performance of the Marriott hotel. From the report it can be
articulated that there is strong relationship between consumers satisfaction level and company
performance. If company is providing satisfactory services as per the need of clients then it will
make them positive and they will be loyal towards the brand. Then they will defiantly buy the
product and services of the organization frequently and will give positive feedback to others so
that another individual will also experience the services. By this way overall sales volume of the
11

hotel can get improved and it will help in gaining competitive advantage and fulfilling the
objective of the entity soon.
12

REFERENCES
Books and Journals
Bai, C., Dhavale, D. and Sarkis, J., 2014. Integrating Fuzzy C-Means and TOPSIS for
performance evaluation: An application and comparative analysis. Expert Systems with
Applications. 41(9). pp.4186-4196.
Chiang, C. F. and Hsieh, T. S., 2012. The impacts of perceived organizational support and
psychological empowerment on job performance: The mediating effects of organizational
citizenship behavior. International Journal of Hospitality Management. 31(1). pp.180-190.
Cochran, W.G., 2007. Sampling techniques. John Wiley & Sons.
Cohen, J. F. and Olsen, K., 2013. The impacts of complementary information technology
resources on the service-profit chain and competitive performance of South African
hospitality firms. International Journal of Hospitality Management. 34. pp.245-254.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Eisingerich, A. B., Auh, S. and Merlo, O., 2014. Acta non verba? The role of customer
participation and word of mouth in the relationship between service firms’ customer
satisfaction and sales performance. Journal of Service Research. 17(1). pp.40-53.
Jain, S., Ashaiya, A. and Jain, D., 2016. An Overview of Research Methodology Pertaining to
Prosthodontics. Ann. Int. Med. Den. Res. 2(1). pp.9-14.
Khan, S. H., 2014. Phenomenography: a qualitative research methodology in
Bangladesh. International Journal on new trends in education and their implication. 5(2).
pp.34-43.
Kitchin, R. and Tate, N., 2013. Conducting research in human geography: theory, methodology
and practice. Routledge.
Mercieca, D. and Mercieca, D. P., 2013. Engagement with research: acknowledging uncertainty
in methodology. International Journal of Research & Method in Education. 36(3). pp.228-
240
Van der Heijden, G. A., Schepers, J. J. and Ordanini, A., 2013. Don’t just fix it, make it better!
Using frontline service employees to improve recovery performance. Journal of the
Academy of Marketing Science. 41(5). pp.515-530.
13