Impact of Brand Image and Development Essay - Premier Inn Hotel
Added on -2020-07-22
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RESEARCH PROJECT
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................11.1 Research title along with aims and objectives..................................................................11.2 Background and principles of research area.....................................................................21.3 Literature review..............................................................................................................21.4 Research project specification..........................................................................................61.5 Appropriate action plan and procedures...........................................................................62.1 Research questions ..........................................................................................................8TASK 2............................................................................................................................................82.2 Research methodologies...................................................................................................82.3 Questionnaire..................................................................................................................10TASK 3..........................................................................................................................................113.1 Use of appropriate research evaluation technique for study..........................................113.2 Analysation and interpretation of results........................................................................123.3 Conclusion and Recommendation..................................................................................21TASK 4..........................................................................................................................................224. 1 Presentation...................................................................................................................22Covered in PPT.....................................................................................................................22REFERENCES..............................................................................................................................23
INTRODUCTIONIn every business firm, the customer satisfaction is most necessary component. It is thefirst priority of company to satisfy the needs and demands of customers. It is a main part ofexperience of consumers that expose the behaviour of supplier on the expectation of consumers.For satisfy the needs and demands of customers, every business firm put many different effortsby providing the better quality of goods and services to them. Premier Inn Hotel is a largest hotelbrand of United Kingdom. It operates its hotels in various locations such as airports, city centresand suburbs etc. This hotel has more than 750 hotels and also more than 65,000 rooms. Thishotel was situated in year 1987 by Whitbread (Aghekyan-Simonian and et. al., (2012). In theWales and England this hotel purchases total 11Holiday Inn hotels. The main focus of this hotelis to satisfy the needs and wants of its customers. In order to increasing the skills and capabilitiesof the staff members, Premier Inn Hotel provides training to them. On the other hand, branding ismost important factor of company. If the brand image of the company will be good then largenumber of consumers will be attracted towards the company and they will be loyal. So this hotelalways maintain its brand and provide very effective services to its customers. TASK 11.1 Research title along with aims and objectivesTITLE- “To determine an impact of brand image and development on customer satisfaction.A case study on Premier Inn Hotel.”Brand is a design, terms, symbol and also name which differentiae the product of onecompany to another. The impact of brand image can be negative as well as positive. If companywill provide the good quality of product or brand then it will be helpful in attracting the largenumber of consumers and satisfy their needs. If in case hotel does not provide the better qualitygoods on the basis of customer demand then it will develop the negative impact. For earningmore profit, it is necessary for firm to provide good brand and also satisfy the needs of people. Ifthe needs of customers will be fulfilled then it will be helps in increasing the brand image of firm(Angelova, and Zekiri, 2011). The manager of Premier Inn Hotel provides effective trainingfacilities to its staff members so that they can serve better to its customers and satisfy their needs.Aims - “To determine an impact of brand image and development on customer satisfaction.” Acase study on Premier Inn Hotel. 1
Objectives - The Objectives of Research plays an important and necessary role in the work ofresearch and it is the useful tool for examining best and effective outcomes of resort of research.It is helpful in giving the proper direction to the research with the help of executing differenttools and techniques in context to rendering most effective strategies which are most importantfor attracting the more number of consumers. There are some objectives of report given below asabove:To know about the customer satisfaction level in the hotel industry.To determine an affect of brand development on satisfaction level of customers inPremier Inn Hotel.To identify main factors which enhance brand image of hotel (Edward andSahadev, 2011).To recommend the ways in which Premier Inn Hotel can make its brand imagebetter. To determine the relationship among customer satisfaction and brand image.1.2 Background and principles of research areaThis part can be understood as an essential part of a research which shows blueprint ofwhole project. This investigation is being made to understand that behaviour of consumers andtheir perception which can be utilised by hotel in order to gain competitive advantages atmarketplace. To get favourable outcomes researcher can make many sort of questions which canbe asked from targeted people. Apart from this, in gathering data or information of set objectiveinvestigator can utilise different methodologies. Mainly, there are two type of methods likesecondary and primary which are being used by researcher in order to achieve objective in alimited time span. 1.3 Literature reviewIt can be regarded as the most necessary component of the research work and it plays themost efficient role in doing they research related activities in proper, so from this businessorganisation can achieve its success on in a proper and effective manner. In context toconducting an in- depth and also effective research which is applied through the researcher forthe purpose of increasing the learning skills and capabilities of the learner. Under this aninformation as well as data have to be gathered with the help of secondary sources. It is the mainpart of research work which is very helpful in providing an accurate data or detailed information2
regarding those terms which are included the a specific research work. Basically this researchreport is based on the impact of the brand image and also developing the good satisfaction levelof consumers. If the review regarding the research will be effective then in this case researcherwill able to conducting the full research work in an effective way. In the critical evaluation theresearch has to be done by the view points of different writers and also authors. In providing theeffective and also appropriate information and data, past research which was related to the topicof research is very useful and also helpful in context to moving forward in an effective andefficient manner. Effectiveness of Brand image in hostel industry According to Flint, Blocker and Boutin, 2011, concluded that the good image of hotel isvery important which helps in negatively and also positively impacts the marketing relatedstrategies of hotel. The Premier Inn Hotel developed its good image in the mind of consumerswith the help of public relations, advertisement, word- of- mouth and also promotional activities.Brand is helpful in determining the particular services, businesses and also products. If the brandimage of company will be good then the image of company at market place will be good. In thehospitality industry brand image is very necessary. There are some effectiveness of strongbrand image in hotel industry:If the brand image will be strong then perception of customers towards a specificbrand will be better.Positiver and effective brand image provides a confidence top consumers forbuying the products.It is manageable for hotel to develop the positive image of brand with the help ofeffective promotional strategies.Good brand image is helpful in enhancing the productivity and also sales of hotel. So themain focus of Premier Inn Hotel to increase the quality of its services or goods and also attractthe large number of customers from this sales of this hotel will be increased. Premier Inn Hotelworks on satisfy the needs and wants of its customers because to satisfy the demand ofconsumers is the first priority of hotel. In order to enhance the brand image and quality, this hoteldo the promotional activities on the large scale. It invites big celebrities for giving advertisementof hotel. Necessary components which are useful for customer satisfaction in Premier Inn Hotel3
In the hotel industry, customer satisfaction is very necessary. It leads to the differenteffects and it is also a signal about the future sales and also income. So, in context to this, it isnecessary for the hotel to fulfil the demands and also needs of consumers by taking themnecessary objectives. According to Goetsch and Davis, 2014 point of view that if the needs ofcustomers will be satisfied in a proper manner then they will be retain and also will be the royalcustomers. It will be helpful in enhancing the brand image and profit level of company. So inaddition to increasing the brand image, customer satisfaction is necessary. Some of the necessarycomponents are given below for customer satisfaction:Providing brand image- The brand image develops through putting some effectiveefforts in context to delivering the qualitative and also better services. It is very easy to ruin thebrand image through providing any kind of unfair services to customers, but organisation willprovide the effective and best quality services to people then its outcomes will be better and itdoes not impact through any kind of fake misrepresentation and also views. With the help of thisconsumers will always be loyal towards the organisation and it will be good for brand image. Cost effective- It is one of the main components which impact on the state of mind andalso buying behaviour of people. If the cost of hotel services and products will be more high thenthe medium income level will not afford. The Premier Inn Hotel delivers its cost effectiveservices and facilities to get a chance for building its brand image at market place. Give priority to consumers- Customers play a necessary role in business. They are themain part of hotel. The needs of every customers are different from each other and it is necessarytoPremier Inn Hotel to satisfy the different needs of various customers in an effective and propermanner. On the basis of Grissemann and Stokburger-Sauer, 2012 point of view that the consumerreview is necessary for hotel in context to knowing their perception towards the services of firm. Approachable- In the hotel industry, it is necessary to listen the suggestions and theirproblems in a proper and effective way. In hotel, there should be proper and good penal designedfor the purpose of listening the customers queries and also solve them out.Concentrate on the quality experience and deliverables- In the competitive businessenvironment, at the cheaper or low cost quality is very important factor which is very helpful forobtaining the short as well as the long term goals. Affect of brand image on customer satisfaction4
On the basis of view point of Hume and Sullivan Mort, 2010 , Brand image is mostnecessary component in developing the customer satisfaction. There are various techniques andalso methods which are prepared for recognising and also determining the satisfaction level ofcustomers with the help of making positive brand image.At this present time period, most of the hotels using services related to customer care inorder to improve the reliability and quality of their services and goods. Main ways by which Premier Inn Hotel can increase its performance level As per the opinion of Khan, 2012, Premier Inn Hotel is one of the most famous brandimage in providing the better quality services in the field of hotel industry. It gives manyeffective options to those people who use its services so that from this they can select one of theymost and effective services.There are some of the effective points which Premier Inn Hotel uses for improving theperformance level of consumers as well as staff members point of view.Planning- It is a main factor which helps a hotel to develop the new and effectivepolicies as well as strategies related to developments of business. If the structure and plan ofhotel will be strong then the better results will be come. It is necessary for the Premier Inn Hotelto determine its achievements and also historic milestones and on the basis of these prepare plansand reports in an effective way. Research and Development- It is helpful in making the business operations and alsoactivates in a better way. The new technology is helpful in doing research in an easy way. Withthe help of research this hotel can know about its existing strong competitors, marketingstrategies for increasing the business in the competitive market.Reviews and Feedbacks- These are the results from the side of consumers fordeliverables. With the help of feedbacks, hotel can know about the its services and then try tobetter serve them. If in case consumers will be satisfied and happy from the services of companythen more number of customers will be attracted towards the services of company. So it isnecessary for Premier Inn Hotel to give the importance to the reviews of customers and makesome changes on the basis of their feedbacks. 1.4 Research project specificationSpecification of research project involves many objectives and aims in an effectivemanner and also analyse hypothesis creation. Statement of hypothesis will framed in a proper5
manner for gaining appropriate results. Evidence of hypothesis is estimated which is helpful inpredicted execution in this order. Firm can rising nature through identifying the specification inbetter manner. It is a valuable things which need to executed under this. Under this differentobjectives are framed which helps in analyse better outcomes, under this researcher preparequestionnaire for the specific survey in an effective manner. Under this, there is a qualitativeresearch is used under this research and it gives views or feedbacks of people which are includedfor specific purpose. Under this, there is a questionnaire designed by taking the sample of 30people. 1.5 Appropriate action plan and proceduresEvery project need best process and planning for developing things in a better way. It isnecessary top frame all the essential cities in an effective or systematic manner. In addition tothis, network diagram and Gantt diagram use for different distribution related activities invarious segments. Under this, some steps are given below which need to follow:Formulating aims and objectives : This can be stated as the initial stage whereinvestigator looks into various aspects through which he/she can make objective or aim.This part can take two days almost. Research methodologies : Methodologies are being selected by the researcher with aimof pulling out most optimum outcome.Literature review : Under this phase, researcher focuses on carrying out data by usingsecondary data in which investigator can take help of various authors. Two days aremostly needed in this.Data collection : Interviews can be taken of selected population with the help of thisinvestigator will take suggestions and perceptions of them in order to come to aresolution.Data analysation : This part can take almost three days in which information that hasbeen gathered is being examined by researcher.Conclusion and Recommendation : Conclusion can be made of by pulling out detailsand information for desired goals and objectives. Two or more days can be taken byresearcher under this part.Submission of final report : Last stage where, investigator can submit project. 6
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