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Hospitality Industry in Consumer Satisfaction in Marketing

   

Added on  2021-02-20

30 Pages7504 Words32 Views
RESEARCH PROPOSAL
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Organization introduction............................................................................................................1Title..............................................................................................................................................1Aim..............................................................................................................................................1Objectives....................................................................................................................................1Research Questions......................................................................................................................1Study Background.......................................................................................................................2Research Problem........................................................................................................................2Rationale......................................................................................................................................2Significance.................................................................................................................................3LITERARCTURE REVIEW...........................................................................................................4Theme:1 marketing technique used by Hospitality industry for consumer satisfaction..............4Theme:2 challenges faced by Hospitality industry in consumer satisfaction in marketing........5Theme:3 different ways to increase consumer satisfaction in hospitality industry.....................6RESEARCH METHODOLOGY....................................................................................................8Research Philosophy....................................................................................................................8Research Design..........................................................................................................................8Research type...............................................................................................................................9Data Collection............................................................................................................................9Data Analysis...............................................................................................................................9Sampling....................................................................................................................................10Ethical Consideration.................................................................................................................10Timeline.....................................................................................................................................11Gantt Chart.................................................................................................................................12FINDINGS AND ANALYSIS......................................................................................................13CONCLUSION AND RECOMMENDATIONS..........................................................................22Recommendations......................................................................................................................22Conclusion.................................................................................................................................22
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REFERENCES..............................................................................................................................24QUESTIONNAIRE:......................................................................................................................26
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INTRODUCTIONOrganization introductionHilton is a multinational hospitality company that manages and franchises a board portfolioof various resorts and hotels. Hilton was founded in 1919 by Conrad Hilton. Today thisfoundation is lead by Christopher J. Nessetta. Headquarter of Hilton hotel is in in Virginia. Thisfoundation is spread across 113 countries and manages more than 5000 hotels and franchises(Matzler and et.al., 2015). It is the 36th largest Hospitality industry chain within an estimatedrevenue of $9 billion and employees more than 200,000 employees all over the world. HiltonHotels have more than 600 Resorts under the name of Hilton with more than 220,000 rooms.Hilton is known for their excellent and best customer service. Even in UK they have establishedthemselves in a proper manner with £200 million partnership with other private equity businessDominvs Groups today and are continuing to expand drastically (Ren and et.al., 2016). Butrecently they are facing lots of quality issues from their customer’s especially in terms of serviceand marketing. They need to work on their customer satisfaction in many ways.TitleChallenges faced by Hospitality industry in Consumer satisfaction: A case study of HiltonHotel.AimTo identify challenges faced by Hospitality industry in Consumer satisfaction: A case study ofHilton Hotel.ObjectivesResearch objectives are: To evaluate marketing techniques used by Hospitality industry for consumer satisfactionTo analyse challenges faced by Hospitality industry in consumer satisfaction in marketingTo recommend ways to increase consumer satisfaction in hospitality industry in terms ofmarketing.Research QuestionsThis paper will help in exploring various reasons behind customer satisfaction and challengesfaced by organizations in terms of customer loyalty and satisfaction. This study will also try toanswer research questions such as: What are the marketing techniques used by Hospitality industry for consumer satisfaction?1
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What are the challenges faced by Hospitality industry in consumer satisfaction in marketing?In what ways Hospitality industry can increase consumer satisfaction in marketing?Study BackgroundIt has been observed that today Tourism and Hospitality industry in continuously evolvingand various changes in the services or products offered by the organizations in this industry hasalso been observed. One of the most important things to be considered in Tourism andHospitality industry is Customer Satisfaction (Xu and Li, 2016). Each and every organization inthis industry need to focus on customer satisfaction as their first priority. Many organizationstoday thrive to enhance their customer satisfaction in many ways. Even though manyorganization fail to satisfy their customers completely and because of which they are facingvarious challenges in fulfilling their customer’s demands and increase customer satisfactionlevel. Hilton is also facing various customer satisfaction issues as well (Ali, Amin and Ryu,2016). They need to focus on these issues and resolve it so that customer loyalty and satisfactioncan be increased and organization can provide better and improve service to their customers.Research ProblemMany hotels are facing customer satisfaction and loyalty problems and today satisfactionlevel of customer’s is increasing continuously which companies fail to fulfil which further resultsin increased level of customer dissatisfaction. This problem can be solved by understandcustomer’s needs and requirements to enhance their knowledge and improve customersatisfaction and based on this they can bring improvement in their marketing strategies used bythe organizations to attract their customer’s. this study will help in understanding different waysthrough which customer satisfaction in hospitality industry organizations can be increased. RationaleThe main reason behind conducting this research is that to understand various reasons dueto which organizations today are facing various issues in terms of customer satisfaction (Geetha,Singha and Sinha, 2017). Various researches have been carried out in this field but does notexplain the reason behind this decreasing customer satisfaction. This research plays a vital role inhospitality industry as this research will help in understanding various factors on the basis ofwhich satisfaction and loyalty of the customers is affected. 2
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SignificanceThe main purpose of this study is to study customer satisfaction in hospitality industry canbe increased (Wikhamn, 2019)(Gupta, 2017). This study will focus on importance of customersatisfaction for Hotels in hospitality industry. This will help the researcher to gain moreknowledge of this topic and will also help other researcher’s who are doing research in samefield on other topics. 3
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