Importance of Customer Satisfaction in Company Growth

Management Report

Table of Contents
Topic of the Research - “To analyse the importance of customer satisfaction in growth of the
company”. A case study of Westbridge Hotel. ..............................................................................3
INTRODUCTION ..........................................................................................................................3
Data collection and data analysis.....................................................................................................5
Literature review .............................................................................................................................5
Importance of customer satisfaction ..........................................................................................5
Relation between customer satisfaction and sales of the company ............................................5
Different ways of increasing customer satisfaction ...................................................................5
Growth strategy Proposal ................................................................................................................5
Indicative content:............................................................................................................................5
Resources within the organisation..............................................................................................5
Evidence of entrepreneurial orientation......................................................................................6
Influence of founders..................................................................................................................6
Global, regional and emerging markets......................................................................................6
Socio cultural influences.............................................................................................................6
Environmental and competitive analysis....................................................................................6
Sources of opportunity................................................................................................................7
Information sources and their validity........................................................................................8
Risk analysis................................................................................................................................8
Scenario planning........................................................................................................................9
Ethical and corporate social responsibility issues.......................................................................9
Market led approaches..............................................................................................................10
Resource led approach..............................................................................................................10
Partnerships and alliances ........................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

Topic of the Research - “To analyse the importance of customer satisfaction in
growth of the company”. A case study of Westbridge Hotel.
INTRODUCTION
Customer satisfaction is defined as an important factor which and it is defined as
measurement which estimates how happy are the customers by products, services and
capabilities of the company. Companies must do analysis for evaluating the satisfaction level of
customers. Surveys and ratings to evaluate customer satisfaction will help in knowing what
improvements and changes can be done in products and services. The main objective of
company is to satisfy it's customers by performing well. Companies should not assume that their
customers are happy but they must do surveys and take feedbacks in order to know whether
customers like their products or not (Agnihotri, Dingus, Hu, and Krush, 2016). In the following
research, hospitality sector is used for analysing customer satisfaction in this field. It is essential
to have good customer satisfaction in hotels as sales and profit totally depend on this.
Satisfaction of customer is achieved by involving customer in improving quality of services
offered to them. Enhancement of customer loyalty is key for improving customer satisfaction.
The hotel used in this research is Westbridge hotel. This is a 4 star hotel and listed building
dating back to 18th century. This hotel has around 80 hotel rooms and free Wi-Fi is provided to
customers. It offers centralised air conditioning rooms to customers. Restaurant of Westbridge
offers English breakfast, Lunch and dinner. This hotel is located near Standford Underground
station. Westbridge is located in Newham, London.
Background of the research
Hospitality industry is one of the most competitive industry of business environment. It is
essential to enhance customer loyalty for increasing competitiveness in industry and ensuring
sustainability of business. West Bridge Hotel is a leading player of hospitality industry of UK.
This hotel has advantage of attracting customers of UK and giving them luxurious facility while
staying. This hotel has opportunity to expand it's business effectively in other countries and cities
(Ali, and Raza, 2017). The main reason for a hotel to sustain in market is it's level of customer
satisfaction. When hotel is offering outstanding facilities to people, they will appreciate hotel and
others will get attracted to visit this hotel. As a result, sales of hotel will be increased. In this
case, customers or people are satisfied with with brand and products. It is essential for customers

to have loyal customers which spread positive word of mouth about hotel facilities. Hotel brand
is an important element which affects advertising programs and image is an important thing
which develops good reputation of hotel. Cost offered by hotel is one of the reasons for customer
dissatisfaction. This is caused by offering low quality services and products to customers.
Loyalty of customers is good measure of services offered to customers for drawing in new
customers in business situations. Satisfaction among customers lays out blueprint which can be
used for understanding needs and demands of customers. Employees play an important role in
ensuring that needs and demands of customers are met. When hotel is able to conduct successful
employee evaluation project then it is easy to serve customers. Managers of hotel uses feedback
from customers for assessing competencies of employees (Bowen, and Chen McCain, 2015).
This type of information is used for defining an ideal employee.
Significance of the study
Personal interest – The main aim of research is to analyse importance of customer satisfaction at
workplace. The investigator is working hard for knowing how hotel service can be enhanced by
increasing customer satisfaction.
Social interest – This research will help service providers to know importance of care and
valuable service given to customers for increasing customer satisfaction's major role in growth
and raise of organisation.
Aim of the research
“To analyse the importance of customer satisfaction in growth of the company”
Objectives of the research
 Importance of customer satisfaction
 Relation between customer satisfaction and sales of the company
 Different ways of increasing customer satisfaction
Research Problem
The concept of customer satisfaction is essential for success of hotel industry. Each and
every business must have good relationship with customers for enhancing loyalty and increasing
profitability. Hotel managers of West Bridge hotel are facing problem in satisfying their
customers and ending up experiencing high level of customer dissatisfaction. This problem can
be solved by making management learn about needs and demands of customers. This research
will help to know more about ways of improving customer satisfaction.