Improving Customer Satisfaction in Hospitality Industry: A Case Study of Marriott Hotel

Customer satisfaction is that element which helps to organization to maintained long term growth. In the present era where competition among
hospitality industry. Customer's satisfaction 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
business environment. In modern era competition in hospitality industries has been raised and 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”
Objectives To 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.
Rationale Every organization wants to build long term business relation with their
customers and along with this 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 part which 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.
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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 play crucial role in
order to retain customers for long term. It is perception of value which provide entity for
customers. Now -days in hospitality industry, business firm offers different types of services
to their customers so they gain maximum customer's satisfaction.
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 with these offers many associated services to customers. Through such
type of 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 with their
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. Along with this hospitality
industry is also facing problems regrading to satisfaction is lack of resources. In UK many
companies which face problem with are associated with financial and human capital.
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
workers so they can provide better services to consumers. Along with this in many
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 p is 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
Satisfaction basically involves three elements that are
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.
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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