Impact of Service Quality on Customer Satisfaction - Case Study
Added on 2020-09-17
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Research Project
Topic: To assess the impact of service quality on customer satisfaction withinhospitality industry: the case study of “Grosvenor House Hotel”INTRODUCTIONIn present era where technology is fast growing in every sector of the economythere are all new kinds of innovation. So the service sector and hospitality industry isalso growing very fast with taking all the invention in the consideration. It is thefastest growing industry in the economy nowadays which is also ready to give the bestservice quality to all its customers. The present research report is based on GrosvenorHouse Hotel which a luxury hotel and is managed by JW Marriott Hotel under thebrand of Marriott International hotel. The research will also include the impact ofservice quality on customer satisfaction in the industry and Grosvenor House Hotel.As customer being the main concern of any industry and that of hospitality industryand to satisfy them is priority of the company. The service which is provided by thehospitality industry is the only possible way in which the company can grow in theindustry. Giving the good quality of service to the customer will also increase theprofit and decrease the cost to company. Service quality also include the way in whichstaff interact with the customer.LO 11.1 Formulate and record possible research project outline specificationBackground of studyThe following research report will be based on Grosvenor House Hotel and theimpact of the customer service on customer satisfaction, profit of the company andgrowth of the company. Customer service is the main aspect and foundation of thehospitality industry as without this the industry will not be able to grow in the marketand the customer will also not be happy. To maintain the loyalty and privacy of thecustomer it is important for the company to look after the customer service and maketheir experience good.Aim of research: Assessing the impact of service quality on customer satisfactionwithin hospitality industry: the case study of “Grosvenor House Hotel”Objectives of research1
To find out the effect of the customer quality on the customer's satisfaction. Toidentify various outcome of this service quality on the profit margin and cost ofthe company.To measure and assess the amount of revenue generated from good quality ofservice.To recommend ways how can the service quality can be improved in a moreefficient manner.To analyse the way in which the hospitality industry will grow because ofimproved service quality.To suggest the strategies that Grosvenor House Hotel can use to increase thequality of customer service.Research QuestionsQ1 What is the impact of customer service on customer satisfaction?Q2 How does this influence the increase in the profit?1.2 Identify the factors that contribute to process of research project selectionRational of the study: the main aim behind the study is to throw some light onthe impact of customer service on the customer satisfaction in the hospitality industry.Maintaining the customer relationship and then providing them the best qualityservice is also very important to help the company grow and expand. This willcertainly increase the customer loyalty and they will always prefer the company aboveall in the market. The hospitality industry is all based upon the service which thecompany is giving to the customer and then the feedback which the customer is givingto the company for its service. Therefore, if the company is not providing the bestquality of service to the customer then they will not be loyal to the company.1.3 Undertake a critical review of key referencesAccording to Bergold and Thomas (2012) the customers are main essence ofany industry without whom the company or the industry is not able to perform in theway it need to. Hence, providing them the best quality of product and service is alsoimportant. Çifci and et.al., (2016) also stats this thing will surely influence the amount2
of profit and revenue generation of the firm. As there is a tough competition in thehospitality industry in the present era there are many new hotels and restaurants in themarket which are developing each day. To cope up with this competition there isnecessary that the customers are satisfied. Petty, Thomson and Stew (2012) also saidthat dealing with the customer in a good and effective communication is the base ofthe hospitality industry. Contrary to this Dias and et.al., (2016) states that they are number of otherfactors which should be considered in the given industry. The interaction of the staffwith the customer if the interaction or the communication is not good but the serviceis good the company can not perform in a better way. The communication skill of thestaff should also be increased so that they can greet the customer in the best way assaid by the Petty, Thomson and Stew (2012)1.4 Research project specification and appropriate plan procedures.In assessing the impact of the service quality on customer satisfaction withinthe hospitality industry in the project work specified structure is need to be followed.All the parts should cover the whole thesis and the study of the project so that it couldbe useful for all the people associated with it.Literature review: this would include the research problem and the finding of theother authors, journals and books. To see what are the impact of the customer serviceon customer's satisfaction as said by different authors.Research Methodology: various method which are applied to the research projectsare done under this like what type of research approach is used, how the data has beencollected, how the sampling is done and how the data is analysed. Conclusions: at the very end of the report conclusion are given that what was actualfinding of the project work. This part also include the commendation of theresearcher.3
1.5 Appropriate plan and procedure for agreed research specification CHAPTER 2 Literature review2.1 Introduction The impact of the service quality in the hospitality industry is of utmost important asthe customers concern is key area of study in the part. The term service quality isformally taken as major consideration in all the industries and managers at every levelof the work are said to maintain this quality. Company always employ the best qualitystaff so that the communication between them and customer is humble and polite. Theservice quality and the customer satisfaction is crucial in hotel industry and is moreimportant than the luxury properties.2.2 Literature reviewAccording to Drake and Heath (2010) it is defined that the loyalty of thecustomer is not there in this hospitality industry as customer generally do not stick to aparticular hotel they are of the view that should always try something new. Erikssonand Kovalainen (2015) also compare that almost all the company in the industry areproviding the same quality of customer service to their customers. As all companyknow that it is the service of the company that will be able to hold the customers orbuilt new relationships. However, in the viewpoints of the Leckie Nyadzayo andJohnson (2016) the hospitality industry should always try to make new customer'sfrom the market. On the contradictory note it is stated by the Leisen Pollack (2017) that qualityis not enough to bring the hospitality company in the top. But the quality of food andthe luxury is the part which the customer tend to find in company. Minnema, Bijmoltand Non (2017) also further evaluate that only giving good quality of service is not theonly thing which the company should focus on but should also take thecommunication, food and the facilities which the company is providing into account. Hospitality industry is the most prominent and fast growing industry in theeconomy of UK as said by the Petty, Thomson and Stew (2012) Service quality ismainly stated as the difference between customer expectation for the quality of servicein the hotel and the actual service which they have been given in hotel. On the other4
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