Hilton Hotel Marketing Analysis

This assignment delves into the marketing strategies used by Hilton Hotels. It investigates customer satisfaction levels, explores the hotel's segmentation, targeting, and positioning approaches, and assesses the effectiveness of their overall marketing plan. The analysis is based on both secondary sources such as academic texts and online materials, and primary data collected through a questionnaire.

To Identify The Impact Of
Marketing Strategies On The
Consumer Satisfaction- A Study
On Hilton Hotel

EXECUTIVE SUMMARY
Research is about marketing strategy and customer satisfaction. Marketing strategies
refers to activities which is conduct by company to promote its product and services. Customer
satisfaction refers to an emotion which customer gets from consuming product and services. In
research it is evaluate the impact of marketing strategies on customer satisfaction.
Researcher conducing survey through questionnaire to get information and to solve
problems. Copyright has been done so that information can be protected and duplication. The
company which taken is Hilton which is one of the biggest hotel chain world wide. The
researcher try to find problem from questionnaire and match those information to project report.

Table of Contents
TITLE..............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
1.1 1 Formulate and record possible research project outline specifications..............................4
1.2 Identify the factors that contribute to the process of research project selection..................5
1.3 Undertake a critical review of key references.......................................................................6
1.4 Produce a research project specification...............................................................................8
REASEARCH METHODOLOGY..................................................................................................9
Introduction.................................................................................................................................9
Research design...........................................................................................................................9
Research approach......................................................................................................................9
Research philosophy.................................................................................................................10
Data collection..........................................................................................................................10
Sampling...................................................................................................................................10
Data analysis.............................................................................................................................11
1.5 Provide an appropriate plan and procedures for the agreed................................................11
2.1 Match resources effectively to the research question or hypothesis ..................................11
2.2 Undertake the proposed research investigation ..................................................................13
2.3 Record and collate relevant data where appropriate...........................................................15
3.1 Use appropriate research evaluation techniques.................................................................16
3.2 Interpret and analyse the results in terms of the original research specification.................17
3.3 Make recommendations and justify areas for further consideration...................................21
4.1 Use an agreed format and appropriate media to present the outcomes of the research......22
CONCLUSION ............................................................................................................................23
REFERENCES..............................................................................................................................24
APPENDIX 1 ..................................................................................................................................1

TITLE
To Identify The Impact Of Marketing Strategies On The Consumer Satisfaction- A Study
On Hilton Hotel.
INTRODUCTION
1.1 1 Formulate and record possible research project outline specifications
Overview
Marketing strategy is fundamental process by which company can increase and achieve
competitive advantage. Every enterprise is engaged in marketing activities and they have
different strategies to grow their business. It includes short term as well as long term goals. Firm
is having its different department which is engaged in these activities. Firm take long time to
formulate these strategies (Solomon, 2014). It incurred both cost and time by management. It is
very important to design proper strategies so that decided aims and objectives can be achieve by
an organisation. This concept can help enterprise to understand customer needs and find out their
potential clients. According to customer enterprise implement best marketing methods.
Consumer satisfaction is a marketing concept which indicated how the products and
services of company can meet customer expectations. It is very important concept in marketing.
By this firm can mange its business and make strategies to met customer needs. Business
conduct regular survey to take clients feedback so that they can get an idea what costumers like
and whether current product is able to satisfy their needs or not. An organisation ensure their
goods and services quality and provide best services to customers. Satisfaction is associate which
product quality, price, on time delivery, availability, safety etc. these factors has great influence
on consumers buying (Kapferer, 2012).
Background of the research
The research shows the impact of marketing strategy on costumer satisfaction. The
concept marketing is discuss to brings customer satisfaction. Role of consumers is very
important for growth of an enterprise (Cronin and et. al, 2011). An organisation can achieve
growth if they serve customers in better way. Customers are king of market and they decide the
success and failure of a firm. With marketing strategies company can understand customers
behaviour and their needs. It help business to design and launch product and services which
make customers happy and generate profits for firm. By these strategies more customer can be

attracted. There are different marketing strategies adopt by companies in different situation.
Customer satisfaction is influence by behaviour of clients. This behaviour change time to time
due to different trends take place in market. The enterprise need to take right decision so that
they bring more customers to buy company's goods and services.
Background of the organisation
Hilton hotel is well known brand in hospitality business. It is global brand which operate
its business in many countries. The enterprise is manage by franchise and independent operators.
The brand value of Hilton is very famous. Most of the clients of this hotel are business man who
travel a lot (Nam, Ekinci and Whyatt, 2011). Hilton target customers belongs to higher class.
Clients those who are willing to pay for luxury and comfort they can go for Hilton. They position
they product as luxury with royal services. Hilton future plans are to expand their hospitality
business world wide and gain competitive advantage from other hotels like Marriott, radision,
holiday IIN and others. Company regular innovate its services. Hilton use T.V and local
newspaper to advertise its product. Hilton adopt different marketing strategy in different
countries. These strategies also differ from situation. This company brings new innovation in
hospitality industry and crate standard for other luxury hotel chains.
1.2 Identify the factors that contribute to the process of research project selection
Factors contribute to research project
Research project is incomplete without research problem. Every time some problems are
discuss in research project. Problems are heart of research projects. For solve problem variable is
very important. Each research project is having hypothesis related to problems. These hypothesis
gives relationship between two or more variable according to population.
Problem is defined first in research problem. Researcher explore the importance of
problem, sources of problem and by this researcher considered problem and formulate step to
solve those problems (Mohsan and et. al, 2011).
Following are some of factors considered while making research process. This problem
consist of four P'S.
 People
 Problems
 Phenomena
 Program

To formulate research problem these steps need to be followed.
 Variable are those factors which can be measurable and these have more than one value.
There are types of variable dependent, extraneous and independent variables.
 There are different type of measurement scales such as interval scale, nominal scale,
ordinal scale, ratio scale has been used to sort variables.
 Hypothesis are the statement which provides outcome of research. This hypothesis
represent relationship between two or or more variable. This allow researcher to add
theory so that if this hypothesis proved to be true. The null hypothesis and alternative
hypothesis are two type of hypothesis. This both are very important while doing and
analysing research.
1.3 Undertake a critical review of key references
LITERATURE REVIEW
Marketing strategy
According Orville and walker, (2011). Marketing strategy is plan by which firm can
pursue its objectives and plan how they going to achieve its objectives. According Brodrechtova,
(2013). explains that marketing strategy is guideline which help enterprise to allocate its
resources properly, relates to its environment and achieve its corporate objectives. This generate
great economic value and give firm competitive advantage. In other terms it helps to determine
the nature, strength, direction and interaction between marketing mix- elements.
According to Oliver R.L, (2014) in marketing strategy company target its customer and
segment to whom they want to sell their products. In this they define their product, nature and its
features. By this company identify its USP. This give advantage to an enterprise. Marketing
strategy combine all marketing goals and make one plan. For make good marketing strategy
research has been conducted. So that company offer right product to its right customers. By this
enterprise can achieve maximum profits and sustain its business for longer time. Marketing
strategy is foundation of marketing plan.
According to Lee, (2013) marketing strategy is mainly formulated to achieve marketing
objectives. It gives blueprint to company to attain these marketing aims. It is design after
conducting marketing research. This help organisation to allocate its scare resources effectively
and increase sales.
Role of customer satisfaction in organisation

According to Ganguli and Roy, (2011) customer satisfaction is very important it give
ideas to firm to brings changes in their exiting product and services and innovate it. Customer
satisfaction help firm to earn more revenues and retain clients for longer run. It provide feedback
to firm. It can bring point of difference where company product is better than competitor goods.
It reduce cost to company to promote its product. By this customer life time value also increases
and return also arises as company can easily understand customer needs and wants.
According to Chen and Chang (2012)constant communication with customer is every
important as their opinion can help to solve certain issues. Customer decide which product and
services provide higher value. The concept marketing orientation tells that determine needs and
demand of target market as well as supplying the demand level to satisfy customer needs can
help to gain competitive advantage. Customer behaviour keep changing with time and according
to that their behaviour of buying also changes. Higher customer satisfaction tends to increase
market share of organisation. Firm can do it quality management effectively as they already
know about clients expectations.
According to Malthouse, (2013) define customer satisfaction is a situation which is
experienced by every individual. Every individual compare perceived value received from each
product. While purchasing any product they client compare value of goods to one company to
another.
According to Christopher, Payne and Ballantyne, (2013) satisfaction is negative and
positive feeling of customer which they get from product and services. By this they choose
particular product in particular situation. This felling can attributed to direct reaction by getting
overall services. In customer satisfaction emotional aspect comes into picture. This is emotional
which is expressed by customer when they get satisfied and dissatisfied from goods and services.
Impact on marketing strategy on customer satisfaction
According to Ye, (2011) there are different marketing strategy by which company
promotes its products. This can help enterprise to generate awareness among customers. As
customer get more knowledge about product they can can decide whether they want to buy this
product or not. This can make easy comparison between different companies products and
services.
According Cantallops and Salvi, (2014) to an Enterprise use different strategy at different
situation. When company is launching new product they need to promote their product in adopt

burst strategy the expenditure is very high at initial stage. So these marketing strategy depends
on different situation, product cycle and nature of product.
According to Williams and Naumann, (2011) customer buy product in which they
perceived highest value. They compare different company product and then go for particular
services. Their are different dimensions by which they measure and take decision. These
dimensions can be prices, availability, quality, quantity and others. So company need to make its
product and market its goods so that customer can get all factors and meet their expectations.
While taking purchase decision consumers look after different components and features.
Consumers get knowledge from different marketing strategy. By this employee can member
brand name for longer run. This also help consumers to build image about brand in consumers
mind in which they perceive higher value.
1.4 Produce a research project specification
Research aims and objectives
AIM
To Identify The Impact Of Marketing Strategies On The Consumer Satisfaction
OBJECTIVES
 To identify marketing strategies
 To evaluate factor affecting costumer satisfaction
 To analyse the impact of marketing strategies on the consumer satisfaction
Research questions
Q1. What is marketing strategy and how Hilton hotel practising it?
Q2. Who costumer satisfaction can be evaluated?
Q3. What is impact of marketing strategy on consumer satisfaction?

REASEARCH METHODOLOGY
Introduction
Research methodology is used to collect data by which an enterprise take business
decisions. This methodology can include interviews, publication research, interviews and other
techniques. By this company can collect historical and present information. This approach is
used by investigators to collect information about different topics. This research can be related to
issues faced by an enterprises. There are different method to conduct research. So firm choose
most appropriate technique so that they get effective results. The topic can be differ according
problems. In this report the research has been done to see the impact of marketing strategy on
customer satisfaction. In this investigator adopt various method to see whether marketing
strategy of Hilton hotel is successfully satisfied consumer needs or not.
Research design
Research design is an instrument by which make and prepare structure so that they can
collect accurate and relevant information. This help company to take appropriate decision by
which they can improve their marketing strategy and achieve their goals effectively. There are
many ways by which research can be design. Descriptive research design method: By this
method company can find related participant to get information and this information can be
further analysed. Experimental: this method gives all the aspects of which are related to
experiments. Correlation: In this method investigators try to establish relationship between two
or more variables.
In this research the descriptive method is adopted by researcher as it is most suitable for
this scenario. This effective tool to carry out this proposal.
Research approach
Research approach is technique by which research can attain all objectives of research
project. There are mainly two approach which are used by researcher. These approaches are
inductive and deductive. In inductive method in which company can introduce new theories and
principal in proposal study. By this company can able to perform its plan effectively and get
accurate results. Deductive help enterprise to use proper hypothesis in research method. This
approach is used because theories and principal which are formed can be properly implemented.

Research philosophy
Research philosophy is a concept which help enterprise to understand exact points of
people so that particular issues can be solved. Their are two element which comes under
Research philosophy are interpretivism and positivism. Interpretivism concept includes
perception of several customers. The decision is taken by evaluating the perception of various
people. In interpretivism approach it includes mathematical and numerical models.
In this research company is choosing interpretivism approach so that the problems and
issues can be effectively solved and attain.
Data collection
Data collection is a process in which researcher collect information and aligning all data
in systematic ways. In which researcher can prepare proper answer so that they can give answer
for the question raise in research. This help an enterprise to get accurate data for further
procedure. There is different data which is collected by firm according to their issues. Data can
be collect in two ways: primary data and secondary data. Primary data are those data which is
going to collect first time. It is not conducted before. This data is fresh and collected by
researcher. It can be collected by survey, questionnaire, observation, survey etc. secondary data
is data which already their. Secondary data is collected in indirect ways. Secondary data can be
collected by journals, books and articles. In this research project company can use both
secondary and primary data so that they can get accurate information.
Sampling
Sampling is a procedure by which statistical analysis can be done. In this company
choose sample from target population and collect data which is required. This help to understand
things which are mainly related to target population. Their are different kind of sampling
method. These method help researcher to do research. Some of sampling methods are: random
sampling- it is best method in which is used by many researchers. In this the group of people can
randomly choice by researcher to do survey. Their is bias in this type of sampling. Stratified
sampling: in this researcher find different kind of people that are make target population.
Systematic sampling: it is probability sampling method in which large members are selected by
random point and by fixed interval. In this research investigator is using random sampling so that
problem can effectively solved.

Data analysis
This is one of the tool which is used to analyse the data which is collected by by
researcher. To collect this information researcher need to adopt various steps and also use proper
methodologies. There are two types of data that are qualitative and quantitative. Qualitative
refers to collecting data from primary sources like survey, questionnaire, observation and others.
While in quantitative methods graphs and numerical figures are used. In this research researcher
is using qualitative method as this study is very sensitive and it need to analysis very aspects.
Qualitative method is chosen because it is very supporting to solve this particular situation and
issues.
1.5 Provide an appropriate plan and procedures for the agreed
Gantt chart
Gantt charts
ACTIVITY / WEEKS 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Literature review
Aims and objectives
Research methodology
Collection of data
Analysis of data
Choosing the best alternative
Submission
2.1 Match resources effectively to the research question or hypothesis
The resources which are used to collect information are questionnaire, books and
journals. This study meet all ethical standards. All rules and regulation are followed while
preparing this research (Sashi, 2012). Selected Population are treated equally and proper question
as been design to ask these customers. It is not allowed to lead customers in particular response
while having survey. The question which are design should be on particular topic. The

questionnaire should be design in simple manner. If researcher is asking any on marketing
strategy they need to first explain meaning of marketing strategies. It should be proper format.
The questionnaire and books are used in this research because according to topic it gives
accurate information (Rego, Morgan and Fornell, 2013). There are some legal roles and
responsibility which researcher need to fulfil. For this they following certain principals and these
principal are given below.
Principal 1: research should protect participant interest
 Gained required information from participants
 Interest of vulnerable group should be protected
 Give assurance of confidentiality of informations
 Maintain privacy among participants
 Provide equal treatment to all consumers.
Principal 2: Cooperation with law
 Give data security
 Establish ownership of data by intellectual property
 Using legal method while conducting research
principal 3: Beneficence of research
 Determine the value of conducting research
 Research should have qualification and experiences to conduct research
 Should use correct research design
 Should be open in front of colleagues and funding agencies.
Principal 4: Safety
 Researcher should protect participants from any kind of risk whether it is physical harm
or psychological.
If any risk take place or any losses incurred by customer then research is liable for that. In
this research all data is equally treated and give respect to every one opinion. Some of customers
are not willing to answer the question there is no forces on them. Researcher follow all rules and
regulation while conducting research (Lee, Jeon and Kim, 2011). The information which is
collected is properly analysed so that each and every respondent answer should be given same
importance.

To protect information and data collect from customers is copyright. This copyright
protection is very important for an organisation. So that no other firm can use these data for their
own company. Copyright protect from duplication. Whatever the response researcher is getting
help to take decision to modify its marketing strategy. On other hospitality use this same data to
make changes and know customer satisfaction level. The copyright has been done for particular
point of time and this can be renew after its expiration period. The research is conducted in total
fair manner there is no harm cause by this research (Sheth, 2011).
2.2 Undertake the proposed research investigation
According to Kim and Ko, (2012) interviews structure is appropriate for this research. In
this researcher can have face to face interaction with the respondent and this help get accurate
information. Researcher can also ask some related question to topic so that extra data can be
collected. This method allow researcher to prepare questionnaire. This can improve quality of
data. The books and journals are to be used in which researcher get help from the other experts
and books. This give more clarification and problem can be solved effectively.
Sample of questionnaire
Survey has been done on 20 respondent as on target population. The target market
include business man, family and others higher class people. This target is chosen because most
of them visit hotel for different reasons such as business travel, holidays and others. These
people want unique services as they are paying higher money so they expect more from
company. Majority of packages are booked by businessman and families. So research is done on
only these people.
Questionnaire design
In this researcher personal go and distribute questionnaire to respondent and target
customers. The participants has been asked many questions. The question has been asked about
customer satisfaction and marketing strategy. Question has been asked from 30 respondent but
only 20 of them fill questionnaire. Participant is informed about purpose of research and it took
approx 15 minutes to fill questionnaire (Jung and Soo, 2012).
Validity
Validity has been tested by evaluating and analysing the answer with the purpose of
research. For this pilot study method has been adopted. This method is used to identify and
evaluate feasibility, time, cost and effect. By this validity of information can be analysed.

Questionnaire strategy
Primary research is conducted through this questionnaire. A list of question is prepared .
The question are two types close ended and open ended. In close ended the answer is restricted in
option given in questionnaire (He and Li, 2011). While in open ended participants can give their
opinion. Researcher get information by the answer written on questionnaire by respondent. In
this customer need to mention their name, age and gender.

2.3 Record and collate relevant data where appropriate
THEME 1: Customer visiting hotels
Do you visit hotels? Frequency
a) Yes 14
b) No 6
THEME 2: Frequency of visiting hotels
How frequently to visit any hotel? Frequency
a) Once in a week 4
b) Once in a Month 5
c) Once in a year 6
d) Very rare 5
THEME 3: Reason behind visiting hotels
What is the main reason behind your stay at Hotel? Frequency
a) Family vacation 10
b) Business trip 6
c) Recreation 4
THEME 4: Customer Satisfaction
Are our services really satisfied you? Frequency
a) Yes 14
b) No 6
THEME 5: Acceptability of Hilton services
Are the services of Hilton hotel really acceptable to you? Frequency
a) Yes 15
b) No 5

THEME 6: Worth of Hilton prices
Do you thing Hilton hotel services are worth for money? Frequency
16

a) Yes 17
b) No 3
THEME 7: Prices willing to pay for Hilton services
What amount are you willing to pay while staying in
Hilton?
Frequency
a) 2000 8
b) 3000 5
c) 4000 4
d) 5000 and more 3
THEME 8: Satisfaction level of customer regarding menu
Are you satisfied with the menu of hotel? Frequency
a) Highly satisfied 12
b) Satisfied 5
c) Dissatisfied 2
d) Highly dissatisfied 1
THEME 9: Changes required in Hilton hotels
3.1 Use appropriate research evaluation techniques
The researcher has been used structure questionnaire to conduct this research. The data
has been collected by participants. The success and failure depends on whether respondent
answer the questions in proper manner not not. The question that are been asked from customer
in way so that they feel comfortable and easily give responses. By this way researcher can get
depth knowledge about customer. The evaluation can be done by two ways summative and
formative. Researcher has to adopt one of these method to evaluate research and get effective
feedback. These both techniques are differ from each other (Ryu, Lee and Gon Kim, 2012).
17

Formative techniques of evaluate is used in teaching learning process to monitor learning
process. The main aim of this technique is to improves the learning. This technique is
development in nature. This technique is used while developing and implementation of process.
This help to monitor the process (Lovelock, 2011). While summative technique is adopt at last to
analyse whether the changes should be made or not. Formative used when the project size is
long term and staff feedback is regular. Summative use when project duration is short term and
research can analyse and reach to conclusion after interpreting the data at last (Baker, 2014).
The researcher is using summative technique because the duration of research is short
term and researcher find and analyse the data after interpreting questionnaire. The researcher
used questionnaire, books and journals to get summary of problem. The topic objectives and
questions has been compare with questionnaire answer and by this researcher comes to an
conclusion (Jothi, Neelamalar and Prasad, 2011). These questionnaire can be further used in
future. The technique used is most suitable for research topic and researcher can get accurate
solution by using this technique.
3.2 Interpret and analyse the results in terms of the original research specification
THEME 1: Customer visiting hotels
Finding: The question has been asked from customer is are they visit hotels. In that 14 customer
says that they visit hotel. Most of them are businessmen and they have travel due to their work
and meetings. Other remaining are families those how visit hotels because of vacations and
holidays trips. They like to visit good luxury hotel and likes to get to good experiences and new
18
a) Yes b) No
0
2
4
6
8
10
12
14
16
14
6 Column B

explore. But 6 respondent says say they do not visit hotel as they travel less or due to other
reasons.
THEME 2: Frequency of visiting hotels
Finding: Out of 20 respondent 4 of them answered that they visit hotel once in a week because
they need to attain conferences and office meetings. 5 of them said they visit hotel once in a
month due to travel in other cities and countries. 6 of them answered they visit hotel once in a
year because of holidays and other reasons. 5 said they visit rarely because the travel less and the
prices of Hilton are very high for them.
THEME 3: Reason behind visiting hotels
19
a) Once in a week b) Once in a Month c) Once in a year d) Very rare
0
1
2
3
4
5
6
7
4
5
6
5
Column B

Findings: Out of 20 respondent 10 said they visit hotels due to family vacations. Whenever they
go for vacations they visit Hilton hotel as the services and quality is very high. 6 says they visit
hotel because of their business travel. 4 said they visit hotel due to their enjoyment and
experiences good food in Hilton. There are many facilities which is given by Hilton like spa,
swimming pool, Gym, party hall and others for which these participants are visiting at hotel.
THEME 4: Customer Satisfaction
20
a) Family vacation b) Business trip c) Recreation
0
2
4
6
8
10
12
10
6
4
Column B
a) Yes b) No
0
2
4
6
8
10
12
14
16
14
6 Frequency

Findings: Out of 20 respondent 14 says they are satisfied with hotel services as they are getting
quality of services and always get new experiences. Hilton always use new innovated techniques
to give services to their customers. On other hand 6 participants said that they are not satisfied
with the services of hotel as the food and other facilities are not liked by these customers. They
find negative aspects and get dissatisfied from the facilities. According to them the machines of
gym and spa is not working and they are not able to find these services another reason is that
they do not like food menu.
THEME 5: Acceptability of Hilton services
Findings: 15 respondent says that they accept the services provided by the Hilton as they get
services according to their expectations. Another 5 participants says they do not accept services
provided by hotel as there need and expectations are not met by hotel operations.
THEME 6: Worth of Hilton prices
21
a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Frequency

Findings: In this the question has been asked from respondent is according to them are the
services provided by Hilton is worth of money. In this 17 says yes because they think services
provided by Hilton is extremely good. Another 3 participants says they are not see the services as
worth for money because they find prices of Hilton is very high.
THEME 7: Prices willing to pay for Hilton services
Findings: 8 customers says they are willing to pay 2000 for Hilton. 5 says they can spend 5000
on for hotel services. 4 says they can pay 4000 per night stay as the services are liked by these
22
a) Yes b) No
0
2
4
6
8
10
12
14
16
18 17
3
Frequency
a) 2000 b) 3000 c) 4000 d) 5000 and more
0
1
2
3
4
5
6
7
8
9 8
5
4
3
Column B

participants. 3 says they can pay 5000 and more because they are loyal customer and for them
services are worth for money. They are the potential and VIP customer of hotel.
THEME 8: Satisfaction level of customer regarding menu
Findings: 12 participants said that they are highly satisfied with the food menu which served in
Hilton hotel. They like food menu and taste of dishes they find in hotel. 5 said they are satisfied
which food menu as well quality of food is good but servicing is slow. According to these
customer Hilton need to bring and make their services fast. 2 respondents are dissatisfied as they
find prices are very high and taste is also not good. According to one customers he is highly
dissatisfied from the services of Hilton as they he is not getting a single good factor in their
services.
THEME 9: Changes required in Hilton hotels
There are different answer which researcher get from this question as it is open ended
question. The views, thoughts are different from different participants. Majority of them wants to
increase the speed of delivery and want them add new cuisines in their food segment.
3.3 Make recommendations and justify areas for further consideration
Limitation of the research
The first limitation of the research is most of the respondent is male than female. Which
can affect validity of sample. As female views and response are not much taken into this
23
a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied
0
2
4
6
8
10
12
14
12
5
2
1
Frequency

research. By this the customer satisfaction of female is not recorded and that can impact on
business research (Martínez and del Bosque, 2013). Female opinion are missed so because of this
there satisfaction cannot be determined properly.
The another limitation is of research is the targeted population is businessmen, families
and other having higher income people (Sheth, Sethia and Srinivas, 2011). Other segment missed
by researcher. If other people response are not recorded company is not able to attract new
customers.
Recommendation for Hilton hotel
 Improve marketing strategies: Company need to improve marketing strategy so that
more new customer can add and existing customers get satisfaction.
 Optimize your online presence: Hilton try to increase its viability so more customer get
information about services. The ways they can increase visibility is Facebook, official
website, tripadvisior and others.
 Manage guest expectations: Company need to try mange guest expectations as they
should take regular feedback from customer and know about their wants and needs so
that they can met customer needs effectively.
 Researcher should see that marketing strategy have large impact on customer
satisfaction.
 Researcher should note all the important points that are need to be address properly
 Money is major issue by which demand is decreasing so company need to focus on
their prices and create effective deals so that customer satisfaction can be increased.
 Hilton can improve their equality by making their food more tasty and add more
cuisines.
 Hilton need to regular maintain their machines so that the GYM and spa facilities can
be given in proper manner.
 Hilton need to maintain hygiene in their hotels. Cleaning is must in guest room,
swimming pool and other areas. So that customer can use it any time.
4.1 Use an agreed format and appropriate media to present the outcomes of the research
The media which as been used to conduct this research and prepare outcomes are PPT
and document report (Peloza and Shang, 2011). These can use to present the results of outcomes.
The research project is present in a manner in which all problems, facts, solutions and
24

recommendations are discuss. The presentation should be created in manner so it look more
attractive and include all the important aspects into it.
CONCLUSION
Researcher has been found that marketing strategy has great impact on consumer
satisfaction. Because there is growth in hospitality industry the competition also increases so
company need to adopt marketing strategies so that they can attract more and more customers.
Researcher used primary and secondary method to collect information. These method gives
better understanding about customer satisfaction. Most of the population says that they are happy
with Hilton services. Hilton need to improve its services, quality of food so that they retain and
attract the customer those who are not not currently using these services. The study has given
relevant results and can be used to solve the problems.
25

REFERENCES
Books and journals
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood
Cliffs, NJ: Prentice Hall.
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27

APPENDIX 1
Questioner
Name:
Age:
Gender:

Q1. Do you visit hotels?a) Yes
b) No
Q2. How frequently to visit any hotel?
a) Once in a week
b) Once in a Month
c) Once in a year
d) Very rare
Q3. What is the main reason behind your stay at Hotel?
a) Family vacation
b) Business trip
c) Recreation
Q4. Are our services really satisfied you?
a) Yes
b) No
Q5. Are the services of Hilton hotel really acceptable to you?
a) Yes
b) No.
Q6. Do you thing Hilton hotel services are worth for money?
a) Yes
b) No
Q7. What amount are you willing to pay while staying in Hilton?a) 2000
b) 3000
c) 4000
d) 5000 and more
Q8. Are you satisfied with the menu of hotel?
a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied
Q9. Any kind of change you want in hotel? Please specify)