Improving Customer Satisfaction in Hospitality Industry: A Case Study of Marriott Hotel
Verified
Added on 2023/04/03
|2
|2990
|291
Presentation
AI Summary
This presentation discusses the importance of customer satisfaction in the hospitality industry, with a focus on Marriott Hotel. It explores the factors affecting customer satisfaction, the problems faced by the hotel, and recommendations for improvement.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Customer satisfaction is that element which helps to organization to maintainedlong term growth. Inthe present era where competition among hospitality industry. Customer'ssatisfaction is important element in hospitality industry as it completely based on services. Different types of methods which are used by firm for customers satisfaction such types of methods helps to business concern for building strong relationship with their customers. For conducting research on Marriott hotel different types of method has been used. In this research, researcher uses many types of tools and techniques. Primary and secondary both data has been used for conducting research. Introduction Customers satisfaction is essential elements which helps to organization to ensure long term growth. It is that factor which assist to business firm to take advantage of competitive businessenvironment.In modern era competition in hospitality industries has been raisedand they want to raise number of customers (Pike, 2015). Statics of customer satisfaction On a 1000 point scale, score of satisfaction of customer recorded is 707 as per the research of J.D. Power 2014. Recommendation plays major role in earning loyalty and it was found that 19% customers recommended their friends and relatives to visit Marriott Hotel. In terms of management, 54% customers were satisfied. Aim“A study of improving customer satisfaction and retaining loyal customers within hospitality businesses- a case reference to Marriott hotel” ObjectivesTo assess the factors which are significant for customer satisfaction in Marriott hotel. To identify the problems faced by Marriott in satisfying customers. To evaluate the needs of employee satisfaction in regard to deliver better customer services. To give recommendations for improving customers satisfaction At Marriott hotel Research questions What are the needs of employee in order to deliver better customer service? What are the most significant factors for customer satisfaction? What are problems faced by hotel in satisfying needs of customers? Importance of conducting research The main objective of the research conducted was to identify customer satisfaction and experience in reference of Marriott Hotel so that prevailing work and methodologies to acquire consumer’s loyalty could be identified and accordingly necessary improvements could be introduced in the working practices. It would also analyze ways adopted by the organisation to improve client’s happiness. RationaleEvery organization wants to build long term business relation with their customers and along withthis they also want to increase their level of satisfaction. In order to gain competitive business environment quality of services play important role specially in hospitality industry (Gensler and et.al., 2013). In this particular industry, quality of services is important partwhich helps to gain maximum customers with this variety of services is also effected on the level of satisfaction on customers. If customers gets maximum mixture of services then it helps to raise their satisfaction level. Better services helps to develop effective relations with customers and it also helps to enhance profits maximization. `Due to increases in competition in hospitality industry. Satisfy customers become relevant topic which needed to be discussed within firm (Saldanha and O'Brien, 2014). Along with employees contribution is created equal impact on the customer's satisfaction level. : Literature Review: Customers satisfaction is important factor in every organization because this factors helps to organization to maintained their value in the organization and helps to gain customers loyalty as according ((Chawla, (2016). In every organization it is important that customers get full satisfaction regrading to services which they are provided by organization. Ass according to (Gensler, and et.al., (2013.) in hospitality industry it quality of services playcrucial role in order to retain customers for long term. It is perceptionof value which provide entity for customers. Now -days in hospitality industry, business firm offers different types of services totheircustomerssotheygainmaximumcustomer'ssatisfaction. As according to ( Leavy, (2016) there are different types of methods which are used by firm for customers satisfaction such as quality services, luxury decoration and along withthese offers many associated services to customers. Through such typeof services business concern build strong relationship with their customers. A customer is either products specific or service specific. Satisfaction means that customers is sticking with the brand or company. Hospitality industry is based on service so customers are seeking towards more quality services in this industry. Satisfaction of customers are based on the value and experience which they gain from consumption of services from organization. As according to (Smith, (2015) there are different types of methods which helps to gin customers satisfaction. The best method which can used by organization to gain customers satisfaction is to fulfill consumer's expectation. The higher level of demand are fulfilled by organization as it helps to raise individual satisfaction. According to (Gensler, and et.al., (2013) there are many business firms which conduct market research to know exact value and perception of customers. In order to gain consumers satisfaction it is essential for know their level of taste and their expectation so it helps to entities for fulfill their desires and raise quality of services. As according to (Talbot-Smith and et.al., (2013)another factors which helps to raise customer's satisfaction is interaction of employees withtheir customers. In hospitality industry most of the time interaction is done by their employees so it is essential that proper training should be provide to workers of entity. According to (Wilcox and Stephen (2013) there are different types of problems which are faced by organization to satisfy their customers. Due to raise in level of competition in hospitality industries consumers satisfaction become a crucial topic which need to be discussed within industry to solve same. Alongwith this hospitality industry is also facing problems regrading to satisfaction is lack of resources. In UK many companies whichface problem withare associatedwithfinancial andhumancapital. According (Leung And et.al., (2013) In hospitality industry it is every important to make effective interaction with their consumers. In this they have to give proper training to their workerssotheycanprovidebetterservicestoconsumers. Alongwiththisinmany organizations there is lack of human capital.Firm are not recurring qualified workers for their business. According to (Hancock and Algozzine (2015)employees satisfaction level is also play important role in order to raise customers satisfaction. If they make effective interaction with customers then it helps to organization for retain them fir long term purposes. Along with this training and development pis also needed to provide to workers. With the help of training and development programs. Workers skills and knowledge arise they can attain service receiver in effective manner. According to (Leung And et.al., (2013) organization gives equal chance to their employees so they can also ensure their growth with firm's growth. People are satisfied when they are offered quality services and products with their preferences. Over the time, the concept has evolved and will continue to prevail as nowadays people are availed with several options for a single product , therefore demand for customer satisfaction has increased to hold them with the firm. It is also needed to research on demands raised by them and necessary actions are required to be taken up in order to achieve performance and efficiency in business along with acquiring satisfaction and loyalty of consumers. Theory of customer satisfaction Satisfactionbasicallyinvolvesthreeelementsthatare cognitive, affective, behavioral. Expectations represents beliefs that a product will display which is related to satisfaction that is based on experiences. It could also be identified by how frequent the product has been used by consumer. For example, in our reference case of Marriott Hotels, number of times people preferring hotel for stay would represent how much a customer is satisfied with the services provided by it. . Findings,Analysis&Discussion Topic chosen page 1 Questionnaire Name Age Gender 1) Are you regular customers of Marriott hotel? Yes No Not sure 2) Is hotel is providing unique services ? Yes No Not sure 3) Are you satisfied with Hotel's services? Yes No Not sure 4) Do You agree that services which provide by hotel is according to customer's need? Agree Neutral Disagree 5)What are the factors that attracts you to take services of Marriott hotel? Brand reputation Quality services Other 6) Is hotel's employees making effective interaction with visitors? Yes No Not sure 7) Do you agree that quality of service is important for increases customer's satisfaction? Yes No Not sure
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
PrimaryResearchFindings,Analysis&Discussion Theme1:Regularcustomerofhotel Interpretation:from the above graph it is interpreted that most of the customers consume regular services of hotel. From the above graph it is also considered that 7 customers says yes out of 15, 5 customers says NO and 3 customers says that they are not sure. So it is say that most of the customers are regularly consumer services of hotel. Theme2:Hotelisprovidinguniqueservices Interpretation:Most of the customers of hotel say that they are providing unique services to them. 8 out of 15 customers says yes, 4 customers says No and 3 customers says they are not sure. So from the above graph it can be interpreted that Marriott hotel is providing unique services to their customers. Which helps to them for raining customer's satisfaction. Theme3:Customerssatisfiedwithhotel'sservices Interpretation:in order to market research it is assessed that most of the customers of hotel are satisfied with their services. From the above graph it is interpreted that 9 out of 15 customer's says yes, 5 customers' s says No and 1 customers are not sure. So it can be assessed that most of the customers are satisfied with organization's services. Theme4Hotelsisprovidingservicesaccordingtocustomer'sneed. Interpretation:In order to gain customer's satisfaction it is important to provide services as according to their precipitation and taste. From the market research it has been assessed that 10 out of 15 customers are agreed that Marriott hotel is providing services as according to their preferences. 3 customers are neutral and 2 customers are disagreed. So it can be assessed that hotel is providing services as according to customers preferences. Theme5:factorswhichattractsmorecustomersinbusiness Interpretation:from the market research it has been assessed that there are different types of factors which can attracts more customer's in business. Marriott hotel it has been assessed that 6 out of 15 customers says brand reputation. 7 customers says that quality services and 2 customers says that other factors effects them. So it can be says that quality services is factor which attracts more customers in business Theme6:Hotel'scustomersismakingeffectiverelationshipswithvisitors Interpretation:from the market research it has been assessed that Marriott hotel employees are making effective interaction with their visitors. From the research it has been assessed that 8 out of 15 visitors says yes, 4 customers says No and 3 customers says that they are not sure. So it can be says that hotel's employees marketing effective relationship with customers. Theme7:Qualityofserviceisimportantforincreasescustomer'ssatisfaction Interpretation:From the market research it has been assessed that quality services is more important to increases customer's satisfaction. From the market research most of the customers says yes. 9 out of the 15 customers says yes, 4 customers says no and 2 customers are not sure. So it can be says that quality services is important factor to gain customers satisfaction. Conclusionandrecommendation CONCLUSIONANDRECOMMENDATIONS Conclusion From the above research it can be concluded that to raise customers satisfaction it important process in hospitality industry. To remain competitive in the market it is required for every business to offer quality products and services to the customers so that they could be retained with the firm. Customers could be attracted by providing attracting packages and offers. There are different types of factors which can effect organization and it quality , in order to maintained customer's satisfaction. To gain competitive business environment customer's satisfaction play important role. Hospitality industry offers different types of services so they can gain customer's satisfaction. Due to raise in competition in hospitality industry, Marriott hotel is providing different types of services and give training to their employees so they can make effective interaction with them. However, firm can use advance technology to gain customer's satisfaction. RECOMMENDATIONS In order to gain customer's satisfaction Marriott Hotel need to raise their loyalty. Loyalty is important factors which helps to organization so they can survive for long term. In the hotel can make engagement plan which helps to them for conducting different types of activities. This engagement plan hotel receive feedback and then make correct respondent to them. Consumer loyalty establishes a relationship between the company ,product or services. So the engagement plan aid value in its services. Along with this hotel can also make engagement with many other hotel to retain their customers. Another recommendation which should be followed by company is listen to their customers. In order to gain customer's satisfaction entity need to make focuses on consumer's preferences and their taste. In research it is identity that most of the customers are satisfied with hotel's services but for the long term growth they need to make focus on current trends and requirement which helps to them for building strong relationship with their customer. Along with this frim can also use oif social media in order to make aware to their customers regrading to their services and in which they offers services to their visitors. References Books and Journals Chawla, L. ed., 2016.Growing up in an urbanizing world.Routledge. Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the social media environment. Journal of Interactive Marketing.27(4). pp.242-256. Gerena, L. and Verdugo, M. D. R., 2014. Analyzing Bilingual Teaching and Learning in Madrid, Spain: A Fulbright Scholar Collaborative Research Project.Gist: Education and Learning Research Journal.(8). pp.118-136. Hancock, D. R. and Algozzine, B., 2015.Doing case study research: A practical guide for beginning researchers. Teachers College Press. Leavy, P., 2016.Essentials of transdisciplinary research: Using problem-centered methodologies. Routledge. Leung, D. And et. al., 2013. Social media in tourism and hospitality: A literature review.Journal of Travel & Tourism Marketing.30(1-2). pp.3-22. Pike, S., 2015.Destination marketing. Routledge. Saldanha, G. and O'Brien, S., 2014.Research methodologies in translation studies. Routledge. Sengupta, A. S., Balaji, M. S. and Krishnan, B. C. 2015. How customers cope with service failure? A study of brand reputation and customer satisfaction.Journal of Business Research, 68(3). pp.665-674. Smith, J.A. ed., 2015.Qualitative psychology: A practical guide to research methods. Sage. Talbot-Smith, M., Abell, S.K., Appleton, K. and Hanuscin, D.L. eds., 2013.Handbook of research on science education. Routledge. Wilcox, K. and Stephen, A.T., 2013. Are close friends the enemy? Online social networks, self-esteem, and self- control.Journal of Consumer research.40(1). pp.90-103. Topic chosen page 2 ResearchMethodology Research methodology It is considered as the most important part in research which provide clear understanding to individualregrading to different types of tools and techniques which are use by research in order to make research (Pike, 2015). These tools and techniques helps to researcher to achieve adequate research on aims and objectives of study. Following are research approaches which used by researcher in this study. Research approach There are different types of approaches which research approach which can be used by research in conducting research (Gerena and Verdugo, 2014). Mainly there are two types of approaches i.e. deductive and inductive. Under this research deductive approach has been used . With the help of this approach researcher can collected in depth research and gain knowledge regrading to customer's satisfaction. This research helps to scholar to make research and collect data from the existing sources. Research design It is that type of tools and technique which used by researcher to analyze and collection of data. This refers to use of different types of approaches which helps to investigator to make analyzer of investigation in logical way. There are various types of research design such as descriptive, correlations, review etc. For the making research on the satisfaction of customers descriptive approach has been used (Sengupta, Balaji and Krishnan 2015). This approach provide clear cut information to research in order to make research. Data collection It is process which can be is used by research for collecting data and making target to their variables in effective manner. This process helps to researcher to achieve their aims and objectives. Basically there ar two type of process of collecting data i.e. primary and secondary (Gerena and Verdugo, 2014). This research primary data are collected through making questionnaire and in secondary data are collected by using different types of books and journals. In this research researcher use both sources for collecting data. Sampling It is one of the effective way which used by research to maker research on primary information (Chawla, 2016).For making research on Marriott hotel researcher uses random sampling methods. Under this method researcher use sample size of 15 customers of hotel. With the help of developing questionnaire for customers this process assist to collected data in effective manner. Data Analysis After , collecting data which process is used by researcher to make analysis of data which are collected from different source (Gensler and et.al., 2013). Under this process researcher analyze of data by using different tools which mainly includes quantitative and qualitative method. In this researcher uses qualitative approach and present data in from of graphs and charts. customers consume regular services of hotel. From the above graph it is also considered that 7 customers says yes out of 15, 5 customers says NO and 3 customers says that they are not sure. So it is sa