Customer Satisfaction and Service Quality Analysis

The given assignment is focused on analyzing customer satisfaction and service quality in the context of a Hilton Hotel. The questionnaire covers various aspects such as frequency of visiting the hotel, understanding of service quality and customer satisfaction, factors influencing satisfaction level, perception of service quality, influence of service quality on decision-making, comparison with other hotels, training and development for employees, relationship between service quality and customer satisfaction, and strategies to enhance service quality. The assignment aims to evaluate the importance of service quality in providing effective customer satisfaction.

RESEARCH METHODS AND
PROJECT
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Table of Contents
CHAPTER- 1 INTRODUCTION ...................................................................................................4
Research Title.........................................................................................................................4
Background of the Study........................................................................................................4
Research Aim.........................................................................................................................4
Research Objective.................................................................................................................5
Research Questions................................................................................................................5
Rationale of the study.............................................................................................................5
Significance of the study........................................................................................................5
Problem Statement..................................................................................................................6
CHAPTER- 2 LITERATURE REVIEW ........................................................................................7
Introduction............................................................................................................................7
Meaning and concept of services quality in the Hospitality sector........................................7
Meaning and concept of customer satisfaction in the Hospitality sector...............................8
Relationship between the service quality and satisfaction in the Hospitality sector..............8
Impact of service quality on the customer satisfaction in the Hospitality sector..................9
Ways to enhance the service's quality and customer satisfaction in the hospitality sector. .10
CHAPTER- 3 RESEARCH METHODOLOGY ..........................................................................12
Introduction..........................................................................................................................12
Research Philosophies..........................................................................................................12
Research Approach...............................................................................................................13
Data collection......................................................................................................................13
Research techniques.............................................................................................................14
Research design....................................................................................................................14
Data analysis.........................................................................................................................14
Sampling...............................................................................................................................15
Ethical consideration............................................................................................................15
Research Limitation..............................................................................................................16
DATA ANALYSIS AND INTERPRETATION...........................................................................17
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Introduction..........................................................................................................................17
Discussion.............................................................................................................................17
CONCLUSION AND RECOMMENDATION ............................................................................28
Conclusion............................................................................................................................28
REFERENCES..............................................................................................................................30
APPENDIX....................................................................................................................................33
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CHAPTER- 1 INTRODUCTION
Research Title
To analyse the impact of service quality on customer satisfaction - a case study on Hilton Hotel,
London
Background of the Study
In the present time, there is huge competition in the market among the brand. Customers
have lots of option to select the brand and purchase its product and services. In this current
scenario, it is very important for business enterprise to make customer happy and satisfied
because entire growth and profitability of the company is largely depends upon the customer
satisfaction. If customers are effectively satisfied then company can sustain in the market for
long time. On the other hand if customer does not happy then company’s position and goodwill
can decline from the market.
In the context of hospitality industry, customer services and satisfaction plays a very
crucial role for its growth and effective success in the market. Management of hotel should
understand the actual taste and preferences of customer and deliver them services accordingly.
Furthermore, hotel should train its staff members and employees so as they can effectively deal
with customer and satisfied their needs and wants related to the services. Apart from that service
quality if equally important for growth and success of the hospitality sector. If service quality is
high and accurate to the cost then customer can effectively happy with hotel. Service quality is
that measurement to measure the delivered services to customers. It is what customer perceives
from the organisation against of the money they spend for purchase the same. There is a direct
relationship between service quality and customer satisfaction in the hospitality industry. If hotel
delivers high quality of services to customer then it becomes easy to make customer satisfied.
The present research study is based on the impact of service quality on the customer satisfaction.
In this present study, the major aim of the researcher is to analyse the impact of service quality
on customer satisfaction with respect of Hilton Hotel London. For attain this objective,
researcher have applied several methods of research methodology. Apart from that qualitative
research technique has been applied along with primary data collection for attain this objective.
Research Aim
To analyse the impact of service quality on customer satisfaction - a case study on Hilton Hotel,
London
4

Research Objective
 To identify the importance of service quality in Hilton Hotel, London
 To analyse the need of keeping customers satisfied in Hilton Hotel
 To assess the relation between service quality and customer satisfaction in hotel
 To recommend the ways by which service quality can be improved in Hilton Hotel,
London
Research Questions
 What is the importance of service quality in Hilton Hotel, London?
 What is the need of keeping customers satisfied in Hilton Hotel?
 How service quality and customer satisfaction are related to each other in Hilton hotel?
 How service quality can be improved in Hilton Hotel, London?
Rationale of the study
In this present study, the major objective of investigator is to analyse the impact of service
quality on customer satisfaction with respect of Hilton Hotel London. The major reason for
selection of this subject is that researcher have huge interest in the customer satisfaction and
service quality in the hospitality industry. Scholar desires to investigate the actual relationship
between these two terms in the hospitality industry. Further, scholar have enough information
about the same subject that is why this topic has been selected as research title. Another reason is
its huge importance in the present competitive business environment. As customer satisfaction is
very important for the company in the competitive business environment that is why this title has
been selected.
Significance of the study
In the present study, the major objective of researcher is to analyse the impact of service
quality on customer satisfaction with respect of Hilton Hotel London. With assistance of this
research study, scholar can easily analyse the importance and role of service quality in
hospitality industry for enhance customer satisfaction. Furthermore, scholar can also disclose the
role of customer satisfaction in growth and progress of the business enterprise. Apart from that,
hospitality sector can enhance its existing services and practices in order to deliver effective
5

customer satisfaction with help of this study. Thus, it can be said that this research study assist to
the company in understanding the actual relationship between the service quality and customer
satisfaction in the hospitality industry. Scholar can also analyse the factor from that customer
satisfaction and services quality can influence in the hotel.
Problem Statement
In the present study, the major objective is to analyse the impact of service quality on
customer satisfaction with respect of Hilton Hotel London. The current topic is related to the
service quality and its impact on the customer satisfaction in the hospitality industry. The major
issue in this topic is that it is very difficult for management of hotel is to understand the actual
taste, preferences, choice and current trend of the customer related to the hotel services and
products. Another major issue in this industry is that service quality is large depends upon the
resources and technology. If corporation have effective technology and resources then it become
easy to enhance the quality and productivity of the hotel services and facilities for customers.
Thus, it can be said that in order to enhance the quality of services then it have to enhance the
resources within the hotel. Thus, this is very big issue for the organisation as they have to invest
large amount of money in purchasing the resources and technology.
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CHAPTER- 2 LITERATURE REVIEW
Introduction
Once the introduction of the research investigation has completed then in the next chapter,
literature review can start. It is considered as one of the most significant chapter in the entire
research investigation by which scholar can collect the detail knowledge and understanding
about the subject. Literature review is based in the secondary data collection so it is very
important for the researcher to conduct effective secondary data collection from the journal,
books, online blogs etc and all information should be relevant to the subject. In this section,
critical analysis is made on the argument which has given by the different authors about the
topic. Further, various kinds of recommendation also give by the author about the same subject.
In the present study, the major objective of researcher is to analyse the impact of service quality
on customer satisfaction with respect of Hilton Hotel London. Thus, various themes about the
topic has been discussed below-
Meaning and concept of services quality in the Hospitality sector
As per the view of Yoshida and James, (2010) service quality defines that how marketer
and company supply the services to the customer in order to meet the expectation of the
customer related to the product and services. It is an achievement in the customer service which
reflects in various aspects such as product, delivery, customer care etc. Service quality is quite
different from the customer satisfaction because customer satisfaction is depends upon the
service quality but service quality do not depends upon the customer satisfaction. Services are
basically intangible and it can not influenced by the ownership. It refers to the shaped by an
enduring entire assessment of a corporation's performance and growth. According to the view of
Deng, and Zhang, (2010) service quality is a measurement about how the services is actually
delivered to the customer against their needs, wants, desires and charged money. It measures
how well a service is delivered as compare to customer expectation. Service business operators
often assess the service quality provided to their customer in order to improve their services, to
quickly identify problems and to better assess client satisfaction. Service quality can defined as
the extent to which the service fulfils the needs or expectation of the customers or conceptualised
it as the overall impression of the customer as regard the weakness or excellence of the services.
In the opinion of service quality consists of three dimensions that are physical facilities, staff and
materials. It can be divided in the functional quality and technical quality. As per the view of
7

Eid, (2011) servaqual model is based on the concept of service quality which have five
dimensions that are empathy, reliability, assurance, responsiveness and tangibility.
Meaning and concept of customer satisfaction in the Hospitality sector
According to the view of Flint, Blocker and Boutin, (2011) customer satisfaction is a
marketing term that measures how products or service supplied by the company meet or surpass
a customer’s expectation. It is a leading indicator of consumer repurchase intension and loyalty.
It assists in reducing the customer churn and it enhances customers lifetime value. In the opinion
of Gouws, (2012) customer satisfaction is directly link with the organisation profitability and
value in the market. In the context of hospitality sector, customer satisfaction is very important
aspect by which organisation can able to gain excellent profitability and market share in the
competitive business environment. If company’s customers are effectively satisfied then it
becomes easy to enhance competitive advantage in the market. If customer satisfaction of the
product and services is high then firm can sustain in the market for long time. In the opinion of
Vazifehdust and Farokhian, (2013) customer satisfaction in the hospitality sector is very
important by which company can enhance its goodwill and profitability as compare to the other
competitors. In the view of Hwang and Zhao, (2010) customer satisfaction is the best indicator of
how likely a customer will make a purchase in the future. Customer satisfaction is a part of
customer's experience which determined after sell services in the market. Customer satisfaction
can largely influence from various factors such as prices, features, distribution, deliver, suppliers
behaviours etc in the market. In addition to this, customer satisfaction level can enhance only
while company effectively meet expectation of customers and demand related to the product and
services.
Relationship between the service quality and satisfaction in the Hospitality sector
According to the view of Kriz, Gummesson and Quazi, (2013) service quality have direct
relationship with customer satisfaction. If hotel enhance its quality of services and facilities then
it will automatically influence customer satisfaction in the positive way. Service quality defines
the productivity, efficiency and appropriateness of the services and facilities which gives to the
customer within the hotel. If company enhance the efficiency and productivity of hotel services
and facilities then it will directly enhance the satisfaction level of customers. If company invests
the capital in improving the services and facilities of the hotel like accommodation,
entertainment, restaurants, food and beverages, transportation etc then it will lead the higher
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satisfaction of customer. Thus, it can be said that it is very important for the hotel to make such
arrangement and facilities for the customer by whom their expectation and requirement can
effectively fulfil. there is a strong relation in between service quality and customer satisfaction as
depending on the quality of services only, target audience of a hotel decides that whether they
will be repeating their purchase with the same or not
Impact of service quality on the customer satisfaction in the Hospitality sector
According to the view of Ryu Lee and Gon Kim, (2012) in hotel industry, it is highly
important for maintaining the satisfaction level of customers for complete staff ranging from top
management to front line employees i.e. housekeepers, receptionists, front cashiers, etc. By make
customer satisfied, hotel can enhance its market share and profitability in the competitive
business environment. In the opinion of McMillan and Schumacher, (2014) in the present time,
in the hotel industry there is huge competition in the market among the brand. Customers have
lots of option to select the brand and purchase its product and services. In this current scenario, it
is very important for business enterprise to make customer happy and satisfied because entire
growth and profitability of the company is largely depends upon the customer satisfaction. If
customers are effectively satisfied then company can sustain in the market for long time. On the
other hand if customer does not happy then company’s position and goodwill can decline from
the market. Thus, it is very important for the hotel industry to make customer satisfied and
happy. In the view of Agbor, (2011) customer satisfaction is the best indicator of how likely a
customer will make a purchase in the future. It is a kind of indicator to measure the customer
expectations as it is fulfilled or not by the company. On the other hand service quality is a
measurement about how the services is actually delivered to the customer against their needs,
wants, desires and charged money. It measures how well a service is delivered as compare to
customer expectation.
In the hospitality sector, service quality and customer expectation have direct relationship
with each other. As service quality is increase then customer satisfaction can automatically
enhance in the hospitality sector. While hotel delivers high quality of services and facilities such
as accommodation, transportation, food and beverages, restaurant etc then it becomes easy to
enhance the satisfaction level of customers. While hotel delivers the services and facilities of
hotel according to the expectations of customer then loyalty of customer can enhance. They can
9

effectively satisfy with paid charges of the hotel thus it can be said that only service quality is a
aspect which can effectively satisfied customer expectations.
Ways to enhance the service's quality and customer satisfaction in the hospitality sector
In the opinion of Beard, (2014) in order to enhance the services quality of hospitality services
and facilities, management of hotel have to identify and assess the actual needs and wants of
the customer. Further, they have to need for identify the taste, trends and preferences of the
customer through which they can deliver the right services to the customers related to the
hotel. Thus, it can be said that in order to enhance the service's quality and customer
satisfaction , it is very important for hotel to conduct effective market research so as it can
diagnose the actual taste, preferences, taste and desires of the customer related to the hotel
services. By this way, hotel can easily deliver the actual services to the customer for satisfy
their needs and wants. On the contradicting view Kassim and Asiah Abdullah, (2010) stated
that service quality and customer satisfaction can enhance in the hospitality sector by
provide effective training and development to employees. As employees in the hospitality
sector plays a very crucial role because they are mostly close with customers. If employees
are in high skilled and quality then they can make customer satisfied. In order to improve the
customer satisfaction and service quality in the hotel, management should provide effective
training and development to customers. By organise training and development program for
customer, hotel can enhance skill, ability, capability and quality of customer about the hotel
services. By this staff member can effectively fulfil the needs and expectation of customer.
With help of training and development, employees can effectively acknowledge about to
deal and treat with customers. By this aspect, they can easily learn the methods to handle the
customer and solve their queries in the hospitality sector. Thus, it can be said that in order to
enhance the service's quality and customer satisfaction, training and development is the best
approach in the hospitality sector. In the contradicting view Hwang and Zhao, (2010) stated
that technology and resources plays a very crucial role in delivering effective service quality
and customer satisfaction in the hospitality sector. Hotel should invest effective technology
and resources through which it can enhance the quality of services.
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CHAPTER- 3 RESEARCH METHODOLOGY
Introduction
Once the literature review chapter has over then in the research project, research
methodology chapter starts. This is one of the most important and crucial chapter in the entire
research investigation. This assist to the scholar in addressing the right solution of research
problem at the right time and at the right place (Garner and Scott, 2013). Research methodology
is one of the most significant procedure in the investigation study under which scholar can
collect, analyse and interpret the information about the subject and get the appropriate solution of
research problem. There are various kinds of research methods in the research methodology such
as research philosophies, research approach, research design, data analysis, data collection,
sampling, ethical consideration etc (Research Methodology. 2015). These all methods help to the
investigator in addressing the accurate solution of research problem. In the present study, the
major objective of scholar is to analyse the impact of service quality on customer satisfaction
with respect of Hilton Hotel London. For attain this objective, scholar has applied several
methods and technique of research methodology which are as follows-
Research Philosophies
Research philosophies are one of the most significant aspects in the entire research
methodology by which scholar can address the right solution in effective manner. This is the way
through which researcher can conduct the study in excellent manner. This helps to the scholar in
understanding the objective of research study and find out the best alternative solution of
research problem (Fiegen, 2010). Thus, it can be said that research philosophy is criteria to meet
the expected outcome of the research study by which scholar can understand the entire objective
and aim of the invesytigation. There are major two kinds of research philosophies such as
interpretivitm and positivism. In the present study the major objective of scholar is to analyse the
impact of service quality on customer satisfaction with respect of Hilton Hotel London, thus
interpretivism philosophy has been used according to which a deep insight of the subject with
justification of research problem has been gained by the scholar (Flick, 2011). As per the same,
small sample has been chosen and on the basis of their views about the research problem, final
justification has been made.
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Research Approach
Research approach is another one of the most significant method in the entire research
methodology by which scholar can systematically obtain the best and suitable solution of
research problem. Research approach provides the systematic criteria and path to solve the issue
of research (Daniel and Sam, 2011). There are major two kinds of the research approach that are
inductive and deductive research approach. While there is presence of research question in the
investigation study then the researcher can applied inductive approach. ON the other hand while
hypothesis can design in the investigation for address the research issue then deductive research
approach can apply.In the present study, the major objective of scholar is to analyse the impact
of service quality on customer satisfaction with respect of Hilton Hotel London. For attain this
objective, researcher has applied inductive research approach (Özerdem and Bowd, 2016). With
help of inductive research approach, right solution can obtain in effective manner in the
investigation.
Data collection
In the entire research study, data collection is one of the most significant method by
which information can collect about the subject. In the absence of this method, it is impossible to
conduct the investigation for find out the best and effective solution of research problem. It is a
kind of procedure under which information can collected by the scholar about the subject. Data
collection is a process under which researcher can collect the information about the subject and
find out the best alternative solution of research problem (Creswell, 2013). There are major two
kinds of the research data collection that is primary and secondary. In the primary data
collection, researcher can collect the information from primary sources such as survey,
interview, questionnaire, observation etc. With help of this method, scholar can collect the fresh
information about the subject (Panneerselvam, 2014). On the other hand in the secondary data
collection scholar can collect the information from secondary sources such as books, journal,
online articles, blogs etc. These all are secondary sources that helps in collecting published
information. In the present study the major objective of scholar is to analyse the impact of
service quality on customer satisfaction with respect of Hilton Hotel London. Thus, for attain this
objective, scholar has applied both primary and secondary data collection. In the primary data
collection, investigator have applied survey method. On the other hand in order to collect
13

secondary information, scholar has used secondary sources such as books, journals, online
articles etc.
Research techniques
Research technique is another one of the most crucial aspect in the research methodology
through which effective solution can find out in most appropriate manner. In the absence of
research technique, scholar can not accomplish the research objective in appropriate manner.
There are major two kinds of the research technique that is qualitative and quantitative research
technique. (Smith, 2015.) The qualitative research provides insights into the setting of a problem
and generating idea. On the other hand in the quantitative research, it is used to quantify the
problem by way of generating numerical data that can be transformed into usable statistics. In the
present research study, the major objective is to analyse the impact of service quality on
customer satisfaction with respect of Hilton Hotel London. For attain this objective, researcher
has applied qualitative research technique. By this method, all information can represent in the
form of table, diagram, graphs etc.
Research design
Research Design is another one of the most crucial aspect in the research methodology
which help in addressing the right solution within right period. It is a blue print of the research
study through which effective solution can obtain by the scholar. It supports the scholar in
preparing the specific outline for the project (Silverman, 2016). With assistance of research
design, scholar can collect the factual information about the subject matter. There are various
kinds of the research design such as descriptive, exploratory, experimental etc. In the present
study, scholar has applied descriptive research design for analyse the impact of service quality on
customer satisfaction with respect of Hilton Hotel London.
Data analysis
Data analysis is another one of the most significant aspect in the research methodology
by which information can effectively analyse and assessed for attain the perfect solution of
research problem (Ryu, Lee and Gon Kim, 2012). Data analysis is a procedure for collect,
analyse and interpret the information for obtain the right solution of the research problem. In the
present study, the major objective of the scholar is to analyse the impact of service quality on
customer satisfaction with respect of Hilton hotel. Thus, for attain this objective, scholar have to
apply data analysis tool so as right solution can obtain in effective manner. There are various
14

kinds of techniques that can support to analysing the information more effective manner. Major
two kinds of method that is qualitative and quantitative. In the context of qualitative method,
researcher uses SPSS, T -test, and other technique for collect effective information and solution
about the subject. On the other hand in the qualitative research technique, researcher can take the
support of thematic analysis. In this method, information can represent with help of graphs,
tables etc. In the present study, researcher have used thematic analysis for analyse the impact of
service quality on customer satisfaction with respect of Hilton hotel.
Sampling
Sampling is another one of the most crucial part in the research methodology by which
researcher can collect the information about the subject. It is a systematic process under which
researcher select some people from the entire population. There are various kinds of sampling
method but in this present report, random sampling technique has been used for the present study
where research universe has been customers of Hilton Hotel, London. Random sampling has
been selected under the probability method of sampling and in this 30 customers of the Hilton
hotel has been selected. As per the method, all respondents in the sample size have equal
chances to get selected. The major reason for selected customer as a sample size because
customer have effectively known about the impact of services quality on their expectation and
satisfaction level. Customer can effective define the importance of service quality in the
hospitality sector that is why scholar has been selected customer as a sample size. By this way,
investigator can able to draw a valid conclusion for accomplish the objective of the research
study.
Ethical consideration
This is one of the most crucial and significant aspect in the entire research investigation
study. In order to conduct the research study, researcher have to follow some ethics through
which scholar can effectively obtain the effective solution of research problem. Basically this
aspect clarifies the difference between right and wrong activity. In order to conduct the research
investigation in right and appropriate manner, it is very important to follow some ethics and
unethical practices can not be accepted by the authorities (Neuman and Robson, 2012). One of
the major ethic in the study that all information about the subject should be relevant and accurate
for the subject. Another major ethical consideration related to plagiarism as all information
15

should be converted into own words. The information should not be copy and paste from any
secondary sources. Another major ethical consideration is that scholar should not force and
pressurise to anyone for fulfil the questionnaire. In addition to this, researcher should conduct
the survey without any biasses. In addition to this, data which is included in the research study
should authentic and it should not collect from unauthorised websites.
Research Limitation
In order to conduct investigation, there are several kids of the issue and problem which
faced by the investigator. In this aspect, time is one of the major issue and problem which faced
by the scholar in the research investigation. Due to the limited time period, some time scholar
have faced the problem in the entire investigation. In order to accomplish the research in
effective manner and address all aspect of the topic, it is very important to have sufficient time.
For achieve aim and accomplish all activities in excellent manner, scholar have sued Gantt chart
method under which each research activities have organised according to the specific time
period. Another major limitation is related to the finance as in order to conduct investigation,
researcher required sufficient amount of fund (Yoshida and James, 2010). As in various activities
of the research like transportation, printing and stationary, internet cost etc required finance.
Due to the lack of fund, scholar have faced the issue in the investigation. Apart from that, scholar
faced the problem that respondents were not giving answer on the time. As due to their slow
responds and answer, researcher have faced issue in investigation. Some respondents do not give
accurate and right answer in the survey by which respondents have waste too much time in the
survey.
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DATA ANALYSIS AND INTERPRETATION
Introduction
This is another one of the most significant chapter in the dissertation which assist in analysing
and interpreting the data about the subject. With help of this chapter, researcher can obtain the
appropriate conclusion and result about the subject. However, it is very important for the scholar
to select appropriate technique for analysing and interpreting information about the subject. In
the present study, the major objective of scholar is to analyse the impact of service quality on
customer satisfaction with respect of Hilton Hotel London. This is one of the most important
section in the entire research dissertation by which researcher can collect and analyse the entire
research outcome in an effective manner and conclude the final solution. It has been also
analysed that uin the absence of this chapter, no scholar can accomplish the target of the
investigation. In addition to this, with help of this chapter, scholar can address the right solution
in an effective manner. For attain this objective, scholar has applied qualitative research
technique along with primary data collection and thematic analysis. Thematic analysis is the best
method by which information can analyse and represent by use of graphs, charts and diagram
for obtain an appropriate result.
Discussion
Theme 1: Customers are visiting the Hilton Hotel
How frequently, you are visiting the Hilton Hotel? Frequency
Once in a month 5
Twice in a month 7
Once in a three month 9
Once in a six month 5
Once in a year 4
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Interpretation and analysis: This section stated that from the 30 customers of the Hilton Hotel,
many customers are visiting the Hilton hotel from three months. On the other hand many
customers are visiting Hilton hotel from 6 months and many visiting hotel from one year. Thus,
from this collected information it has been analysed and assessed that in the survey, many of the
respondents frequently visits to the Hilton hotel so they have effective knowledge about the
service quality of cited venture and its impact on the customer satisfaction level.
18
Once in a month
Twice in a month
Once in a three month
Once in a six month
Once in a year

Theme 2: Customers understand the meaning of service quality and customer satisfaction
Do you understand the meaning of service quality and customer
satisfaction? Frequency
Yes 25
No 5
Interpretation and analysis: This section stated that customers of the Hilton hotel have effective
knowledge and understanding about the customer satisfaction and service quality in the hotel
sector. From the 30 respondents in the survey, 25 customers have effective knowledge about the
mentioned aspect. Thus, from the collected data it has been analysed that respondents are well
understood about the concept of services quality and customer satisfaction in the hotel sector.
Theme 3: Factor most influence your satisfaction level in the Hilton hotel
Which factor most influence your satisfaction level in the Hilton hotel? Frequency
Service quality 15
19
Yes
No
0 5 10 15 20 25
Frequency

Prices of services 5
Impressive brand image 6
Quick and fast services 4
Interpretation and analysis: This section stated that service quality is major factor that influence
the satisfaction level in the Hilton hotel. In the survey of 30 customers of Hilton hotel, it has
been stated that 15 customers said that their satisfaction level can influence by the service quality
of services. On the other hand many of the respondents said impressive brand image can
influence their satisfaction level in the hotel sector. Thus, from the collected information it has
been analysed that service quality is major factor that affect the satisfaction level of the
customers in the hotel sector. In addition to this, it has been also analysed that if the service
quality of the hotel sector is high then customer can automatically attract toward the hotel
services in the market.
20
Service quality
Prices of services
Impressive brand image
Quick and fast services

Theme 4: Hilton hotel provides high quality of services to its customers
Do you agree Hilton hotel provides high quality of services to its
customers? Frequency
Strongly Agree 20
Agree 5
Disagree 3
Strongly disagree 2
Strongly Agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
20
Frequency
Interpretation and analysis: This section stated that Hilton hotel provides high quality of
services to its customers. In the survey of 30 customers of Hilton hotel, 20 customers are
strongly agreed by the statement that Hilton hotel provides high quality of services to its
customers. On the other hand, 2 respondents are strongly disagreed by this mentioned statement
Hilton hotel provides high quality of services to its customers. Thus, from the collected data it
has been analysed that Hilton hotel delivers the high quality of accommodation and hotel
services to its customers through which it has developed effective brand image in the market. It
21

has been also analysed that in the hotel, there are effective arrangement and facilities for its
customers in order to satisfy their needs and wants.
Theme 5: Service quality influence customers decision while selecting hotel services
Service quality influence your decision while selecting hotel services? Frequency
Yes 25
No 5
Interpretation and analysis: This section stated that service quality affects customers decision
while they selecting hotel services. From the collected data in the survey of 30 customers, it has
been found that 25 customer said yes for the statement that Service quality influence their
decision while selecting hotel services. On the other hand 5 customers said no about this
statement. Thus, from this collected data it has been analysed that service quality can largely
affect the decision of customer at the time of selecting hotel service. Hence, it has been assessed
that service quality is very important for attract the customers toward the hotel sector so
management of hotel should maintain high quality of services and facilities for customers.
22
Yes
No

Theme 6: Service quality of Hilton hotel has different and effective as compare to other hotel
in the UK
Service quality of Hilton hotel has different and effective as compare to
other hotel in the UK? Frequency
Strongly Agree 20
Agree 5
Disagree 3
Strongly disagree 2
Interpretation and analysis: From this question in the survey it has been analysed that Service
quality of Hilton hotel has different and effective as compare to other hotel in the UK. In the
survey of 30 customers, many of the respondents are strongly agreed upon the statement that
Service quality of Hilton hotel has different and effective as compare to other hotel in the UK.
23
Strongly Agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
20
Frequency

Thus, it has been analysed that Hilton hotel have effectively maintained high quality of services
for its customers as compare to other hotel in the UK market. Hilton hotel have used all excellent
kind of resources to deliver the effective satisfaction level to customers thus it can be said that it
have different image in the market as compare to other.
Theme 7: Hilton hotel provides training and development to its employees for enhancing the
quality of services for its customers
Is Hilton hotel provides training and development to its employees for
enhancing the quality of services for its customers? Frequency
Strongly Agree 15
Agree 10
Disagree 2
Strongly disagree 3
24
Strongly Agree
Agree
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16
Frequency

Interpretation and analysis: This section stated that Hilton hotel provides training and
development to its employees for enhancing the quality of services for its customers. In the
survey of 30 customers of Hilton Hotel, 15 customers are strongly agreed by the statement that
provides training and development to its employees for enhancing the quality of services for its
customers. On the other hand 10 are just agreed by this statement provides training and
development to its employees for enhancing the quality of services for its customers. Thus, from
the collected information it has been analysed that cited venture have effectively organised
training and development to its employees so as they can deliver high quality of services to its
customers and meet their expectations. Due to this training and development, Hilton hotel
employees can deliver the excellent services to its customer and meet their expectations.
Theme 8: There is direct relationship between service quality and customer satisfaction
Do you think that there is direct relationship between service quality and
customer satisfaction? Frequency
Yes 25
No 5
25

Interpretation and analysis: This section stated that there is direct relationship between service
quality and customer satisfaction in the hospitality sector. From the survey of 30 customers in the
Hilton Hotel, it has been analysed that 25 customer said yes that there is direct relationship
between service quality and customer satisfaction. On the other hand 5 said No about this
mentioned statement that there is direct relationship between service quality and customer
satisfaction. Thus, it has been analysed that if service quality in the hospitality sector enhance
then customer satisfaction can automatically enhance. Apart from that in the hospitality sector, it
is very important to enhance the service quality through which customers can satisfy in the hotel.
Hotel should deliver excellent services to customer and meet the actual expectations.
26
Yes
No

Theme 9: Hilton hotel should give more attention on the services quality for provide effective
customer satisfaction
Do you think Hilton hotel should give more attention on the services quality
for provide effective customer satisfaction ? Frequency
Strongly Agree 18
Agree 7
Disagree 2
Strongly disagree 3
Interpretation and analysis: This section stated that Hilton hotel should give more attention on
the services quality for provide effective customer satisfaction. From the survey of 30 customers,
it has been found that 18 customers are strongly agreed by the statement that should give more
attention on the services quality for provide effective customer satisfaction. Thus, it has been
27
Strongly Agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
Frequency

analysed that it is very important for the cited venture to improve its existing services and quality
of facilities which provides to the customers. By improving its services and quality, company can
more attract the large numbers of customers in the market. It has been also analysed that in the
cited venture there is still some requirement to improve service quality of Hilton Hotel.
Theme 10: Customers Likes to repurchase Hilton hotel services in the future as per your
previous usage experiences
Would you like to repurchase Hilton hotel services in the future as per your
previous usage experiences ? Frequency
Definitely will 20
Probably will 5
Might or Might not 5
28

Interpretation and analysis: This section stated that Customers Likes to repurchase Hilton hotel
services in the future as per their previous usage experiences. From the collected data in the
survey, 30 customers said that defiantly they will repurchase Hilton hotel services in the future as
per their previous experience. In addition to this, it has been analysed that many of the customer
have liked the services of Hilton hotel because they believed that cited venture made effective
arrangement for its customers and delivered high quality of services. Thus, many of the customer
are highly satisfied with existing services and quality of the Hilton Hotel. Thus, due to its high
quality , they will defiantly repurchase the services and visit again in the Hilton Hotel.
29
Definitely will
Probably will
Might or Might not

CONCLUSION AND RECOMMENDATION
Conclusion
From this entire dissertation it has been concluded that Customer services and satisfaction
plays a very crucial role for its growth and effective success in the market. Service quality is very
important for hotel sector for enhance the value and goodwill in the market. While Hotel sector
enhance its quality of services and facilities then it can effectively meet the expectation of
customers. Thus, it can be said that there is direct relationship between customer satisfaction and
service quality in the market. The Management of hotel should understand the actual taste and
preferences of customer and deliver them services accordingly. Service quality is quite different
from the customer satisfaction because customer satisfaction is depends upon the service quality
but service quality do not depend upon the customer satisfaction. Services are basically
intangible and it can not influence by the ownership. It refers to the shaped by an enduring entire
assessment of a corporation's performance and growth (Steve, 2015). It has been also concluded
that From this entire discussion it has been also concluded that as service quality is increase then
customer satisfaction can automatically enhance in the hospitality sector. While hotel delivers
high quality of services and facilities such as accommodation, transportation, food and
beverages, restaurant etc then it becomes easy to enhance the satisfaction level of customers. In
the context of Hilton Hotel it has been found in the survay that from the 30 regular customers of
cited venture, 25 customers said that cited venture delivers high quality of services to its
customers due to which they are effectively satisfied (Yuksel, Yuksel and Bilim, 2010). Apart
from that many customers said that there is direct relationship between service quality and
customer satisfaction. Thus, it has been analysed that if service quality in the hospitality sector
enhance then customer satisfaction can automatically enhance. However, some customers thinks
that there are still some requirement top improve the service quality of the cited venture
Most of the customers are aware regarding service quality and hence expects the same
from the side of the hotel. Analysing the answers being received from the customers of hotel
Hilton, most of the respondents thinks that Hilton have been able to provide high quality services
to its customers. Hence, the level and intensity of satisfaction is higher in case of opting for hotel
Hilton. Other hotels in UK may not be able to provide the type of service quality that is provided
by Hilton. It helps in ensuring that the customer that return from the hotel have maximum
amount of satisfaction in comparison to another hotel. Hilton is also being involved in providing
30

training and development to its employees so that adequate amount of services can be provided
to the end customers. The customers that visit to the hotel are loyal enough and definitely will be
buying its services again. However, there are certain loopholes in the service quality of hotel
Hilton that can further be improved by the top-level management of the hotel. It will further help
in better customer retention. It will further help in contributing towards profitability and revenue
making policy of the organization. In the end, it can be concluded that, there is a significant
amount of impact of service quality on satisfaction level of the customers.
Thus, following are some recommendation to improve services quality and satisfaction level
in the hotel-
 In order to enhance the customer satisfaction and service quality in the Hilton Hotel
London, management should organised effective training and development program for
its employees. With help of training and development program, employees can get the
knowledge, idea, skill about the customer services and care I the hotel sector.
 Hilton hotel should use effective monitoring and controlling approach for employees. By
effective monitoring and controlling, management can effectively check the mistakes of
the employees at the time of delivering services (Agbor, 2011). In addition to this, by
effective monitoring, management can overcome the mistakes and errors in the customer
service in hotel sector.
 Hilton hotel should design such effective policies and practices for its employees so as
they can comfortably deliver the high quality of care services to its customers (Beard,
2014). In addition to this, corporation should focus on the favourable and flexible policies
and practices through which it can maintain the employee's engagement at the workplace.
 Cited venture should implement another approaches of the management and operation
such as six sigma, total quality management, lean production etc through which it can
effectively improve the quality of business operation. While quality of operation enhance
then customer service quality can automatically enhance.
 Company should take the feedback from customers so as management can able to know
the actual condition of existing services in the hotel. By taking feedback from customer ,
management can easily assessed the area of improvement within the hotel and actual
requirement of customers related to hotel services.
31

 The hotel can involve in yearly research where it can analyse the type of customer
visiting Hotel Hilton. Based on the customer, the ambience and quality of service can be
changed by the management of Hotel Hilton. It also helps in ensuring that all type of
customers that visit0 to the hotel are satisfied with the type and quality of service
provided to the hotel.
 Personalised customer service is the other option that is recommended to Hotel Hilton
where the type of service provided to the customer can be customized. The customer
must feel sense of belongingness. Some of the common personalised approaches
includes, front desk person calling the customer by its name, giving personalised hand-
written note on visit, engaging the guest at personal level etc.
 Constant upgradation in the technology is another aspect of customer service
performance and providing quality services to the guests. Installation of constant check
on type of customers visiting the hotel with the help of CRM solution software, assessing
the potential customers and providing best query resolution desk to the customer can help
in better customer satisfaction.
32

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35

APPENDIX
Demographic information
Name: ___________________
Age: ______________
Gender: _____________________
1 How frequently, you are visiting the Hilton Hotel?
 Once in a month
 Twice in a month
 Once in a three month
 Once in a six month
 Once in a year
2 Do you understand the meaning of service quality and customer satisfaction?
 Yes
 No
3 Which factor most influence your satisfaction level in the Hilton hotel?
 Service quality
 Prices of services
 Impressive brand image
 Quick and fast services
4 Do you agree Hilton hotel provides high quality of services to its customers?
 Strongly Agree
 Agree
 Disagree
 Strongly disagree
5 Service quality influence your decision while selecting hotel services?
 Yes
 No
6 Service quality of Hilton hotel has different and effective as compare to other hotel in the
UK?
 Strongly Agree
36

 Agree
 Disagree
 Strongly disagree
7 Is Hilton hotel provides training and development to its employees for enhancing the quality
of services for its customers?
 Strongly Agree
 Agree
 Disagree
 Strongly disagree
8 Do you think that there is direct relationship between service quality and customer
satisfaction?
 Yes
 No
9 Do you think Hilton hotel should give more attention on the services quality for provide
effective customer satisfaction ?
 Strongly Agree
 Agree
 Disagree
 Strongly disagree
10 Would you like to repurchase Hilton hotel services in the future as per your previous usage
experiences ?
 Definitely will
 Probably will
 Might or Might not
11 Recommend some strategies through which services quality can enhance for increase
customer satisfaction in the Hilton Hotel ?
37