Factors Impacting Customer's Taste and Their Affect on Hospitality Businesses

This research project aims to determine the factors impacting customer's taste and their affect on hospitality businesses, with a focus on The Savoy hotel. It explores the concept of customer taste, factors influencing taste, and ways to overcome the impact of customer's taste on business operations.

Research project 9

Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Background..................................................................................................................................1
Research aim................................................................................................................................1
Research objectives.....................................................................................................................1
Research questions.......................................................................................................................1
Scope and rationale of research...................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
Concept of customer taste............................................................................................................2
Factors impacting customer's taste and their affect on business of The Savoy hotel..................3
Ways through which The Savoy hotel can overcome impact of customer's taste on the business
operations.....................................................................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
Research philosophy....................................................................................................................4
Research method..........................................................................................................................4
Research approach.......................................................................................................................4
Source of data..............................................................................................................................5
Time horizon................................................................................................................................5
Sampling:.....................................................................................................................................5
Research timescale.......................................................................................................................5
Gantt chart...................................................................................................................................5
Research ethics............................................................................................................................6
CHAPTER 4: ANALYSIS AND FINDINGS.................................................................................9
Data Analysis...............................................................................................................................9
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................15
Recommendation.......................................................................................................................15

CHAPTER 6: CONCLUSIONS....................................................................................................15
Conclusion.................................................................................................................................15
REFERENCES..............................................................................................................................17

CHAPTER 1: INTRODUCTION
Background
Customer taste is considered as services or products which purchasers buy or select over
the alternative logo services or products. It’s also decided that client tastes are very effective that
it can change how a commercial enterprise behaviour its activities for succession of business (seo
and Kim, 2020). In addition to this, it considers as goods and services which clients consciously
select upon others. it is powerful that it could change how business perform its practices. For
every employer it's far important to apprehend flavour of clients and thus they need to expand
their services and products because through that they could appeal to increasingly more
customers. The employer decided on for the respective research is The Savoy resort that's
delivered in 1889 and it is owned through country protecting in addition to FRHI and Katara. It
is working within the hospitality enterprise at the numerous places consisting of United
Kingdom, United States and so forth. Also, there are around 506 staffs as well as produces in
about $ 83. 27 million in sales. The intention of undertaking this study is to decide factors which
impact at the customers flavour and how it affects the hospitality commercial enterprise. For
carrying out this study, investigator undertakes exceptional strategies consisting of quantitative,
number one, improvement of questionnaire and so on.
Research aim
“To determine the factors impacting customer's taste and their affect on hospitality
businesses”. A study on The Savoy hotel.
Research objectives
 To understand the concept of customer taste.
 To determine the factors impacting customer's taste and their affect on business of The
Savoy hotel.
 To identify ways through which The Savoy hotel can overcome impact of customer's
taste on the business operations.
Research questions
 What is the concept of customer taste?
 What are the factors impacting customer's taste and their affect on business of The Savoy
hotel?
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 What are the ways through which The Savoy hotel can overcome impact of customer's
taste on the business operations?
Scope and rationale of research
The scope and cause of accomplishing this research is to determine elements which affect
the patron taste and impact of those elements on the hospitality enterprise (Daziano, 2020).
through engaging in this studies, investigator able to recognize idea of clients taste in addition to
additionally they capable of apprehend how factors impacting purchaser's flavour and there have
an effect on business of The Savoy hotel via this they capable of broaden techniques in addition
to plans which is effective for hotel succession. Similarly to this, they also capable of determined
the approaches via which The Savoy hotel can conquer impact of purchaser's taste on the
business operations.
CHAPTER 2: LITERATURE REVIEW
Respective section analyses the various articles, surveys and many more that is effectual to
adapt hard investigation. With aids of conducting so, facilitates description as well as essential
determination of which activities when it comes to investigates tough being investigated (Bertan,
2020).
Concept of customer taste.
According to Daziano (2020) , Consumer tastes is undertaken as circumstances when
clients chosen goods or services of particular brands upon each other continuously like audiences
is choosing salad upon pizza or burger. Moreover, this is vital for firm to regularly determine its
potential client’s tastes as by that they may formulate strategies associated with changes
associated to goods, services and procedures. In addition to this, acknowledging tastes of clients
rives towards formation of goods or services based upon them that drives towards grabbing the
attention of huge audiences for maximising ration of profit and market shares (Chang and Sokol,
2020). Additionally, there are various sectors where taste of clients modifies in continuous basis
like hospitality sector, fashion sector and others. Therefore, this is vital for these sectors to
perform market evaluation continuously as by it may formulate tactics as well as plans in
effective and efficient way.
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Factors impacting customer's taste and their affect on business of The Savoy hotel.
As per the view point of Guillet (2020), there are various factors that affect upon
consumer’s tastes and factors also directly impacts upon business of entity. Moreover, social
influencing is the initial aspect that impact taste of clients as into hospitality business as when an
individual’s went to any hotel as well as they did not like its hotel services thereafter they
definitely undertakes others for do not visiting to others hotel that change the tastes of others as
well as it do not considers that places. In addition to this, it would affects a firm in adverse way
as its goodwill, value of market, profit and base of consumers get minimised (Darvishmotevali,
Altinay and Köseoglu, 2020). Apart from this, the other key factor that affects upon consumer
tastes is restaurant atmospheres such as when individuals visit to restaurant then their place is not
clean as well as messy then its preferences obtain a chance and move to other places. So, it
would impact the hotel as its consumer base get minimised and its market shares also affected
that drives towards downfall into sales and profitability. Therefore, this is vital for each firms
performing into hospitality sector for assuring that its facilities, atmosphere, services and others
factors such as through clients as those would modify consumer tastes as well as influences them
to stay there (5 Techniques to Help You Truly Understand Your Customers, 2020).
Ways through which The Savoy hotel can overcome impact of customer's taste on the business
operations.
According to Chang (2020), there are various tactics or ways through that The Savoy Hotel
may overcome form the affects of consumers tastes upon business practices as well as functions
in effective and efficient. Within it, this is vital use intelligent consumers involvement as by this
respective hotel can become competent for understanding the present desires of clients based on
which it might be its services (Guillet, Mattila and Gao, 2020). For overcoming from the affects
of consumers tastes upon business practices management of respective firm required to produce
information from client’s analytics as by it they may ascertain present tastes of consumers as per
the circumstances. As per this, it is crucial for management to formed offerings as it would aids
in grabbing the attention and retaining potential clients for longer durations (How Changes in
Consumer Tastes Affect Business Activity, 2020).
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is undertaken as specific procedures or techniques that used to
ascertain methods and determining information associated with selected topics. In respective
investigation, this section allows investigators for critically evaluate research overall accuracy as
well as validity.
Research philosophy
It is considered as method which depends upon the belief which is associated with types of
information that relay upon the concepts as well as this incorporates procedures of accumulation,
usages as well as determination of data (Gunden, Morosan and DeFranco, 2020). Moreover,
there are mainly two forms of research philosophies that may be adapted through investigators
that are positivism and interpretivism. In respect of respective research, researcher is performing
for using positivism research philosophy as that would assists in accumulating relevant data that
is of quantitative in nature.
Research method
This is considered as a technique that is executed through researcher for accumulating
information associated with particular topic. Moreover, there are essentially, three forms of
research methods that may be utilised through researcher like qualitative, quantitative and mixed
(Kim, Lee and Kim, 2020). Therefore, in context of this research, researcher would execute
quantitative methods as through these they able to accumulate relevant statistical and numerical
information that are much authentic as well as accurate based upon the research topics.
Additionally, they would adapt various methods like focus group, questionnaires and interview
and other others.
Research approach
It is undertaken as plan or procedures which would incorporates phases associated with
wider assumptions for explained methodologies for accumulating information, determine it and
at end analyse it effectually so that investigators would accomplish proper outcomes in
successful way (Kuokkanen and Sun, 2020). Moreover, there are essentially two forms of
research approaches that may be executed through investigators that is inductive and deductive.
In context of respective investigation, researcher is adapting inductive research approach as by
that it may able to accumulate accurate and relevant data in successful way.
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Source of data
There are essentially form of data sources that may be adapted through firm for
accumulating relevant information for research that is primary and secondary. In context of
respective research, research would execute primary data sources as by it they may accumulate
reliable data associated with investigation (Kurdi, Alshurideh and Alnaser, 2020). Moreover, this
is because it depends upon initial handed accumulated information and in regards of it
investigator is forming questionnaires.
Time horizon
Time horizon is regarded as time frame in which researcher is aspects for accomplishing
investigation objectives. Essentially, it is mainly of two types like cross sectional as well as
longitudinal (Lin, Gursoy and Zhang, 2020). Therefore, for it research, investigation utilised
cross sectional as it would assists researcher while comparing to several population groups at
individuals points within particular time duration.
Sampling:
This is undertaken as techniques by that researcher may opt much effective customers for
accumulating data associated with investigation. In context of this investigation, investigator is
adapting simple random sampling as by it they facilitate equal chances to whole clients. In
addition to this, the sample size taken for this research is 40.
Research timescale
Gantt chart
Its miles don't forget as technique in which complete project schedule is based totally at the
bar chart which is may be effortlessly understand with the aid of researcher and it group
individuals. it's far designed by Henry Gantt in 12 months round 1910 – 1915 (Su and Xie,
2020). In admire of recent Gantt Chart it'll also show off the dependency relationship among the
activities of venture as well as current repute of agenda. By developing respective chart
researcher able to ensure that entire mission can be accomplish at proper time.
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Research ethics
Research ethics are several principles which investigator is anticipated while performing
investigation. In respect of research investigation, researcher has obtained an informed consent
form from respondents and maintained anonymity, kept the details of respondents safe as well as
confidential (Liu and et. al., 2020). In addition to this, these problems would be solved through
investigation through assuring those information from participants is kept
Questionnaires:
Questionnaires
1. Do you aware about the concepts of customer tastes?
 Yes
 NO
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2. What are the factors impacting customer's taste and their affect on business of The
Savoy hotel?
 Social influencing
 restaurant environment
3. What are the ways through which The Savoy hotel can overcome impact of
customer's taste on the business operations?
 Generate Data From The Customer Analytics
 Technology
 Fashion And Lifestyles
4. What are the importances of customer tastes upon hospitality business?
 Gaining customer loyalty,
 responds on feedbacks,
 satisfied clients
5. What are the impacts of preferences of consumers on hotel business productivity
and profitability?
 Positive
 Negative
6. What are the various aspects that hospitality business may apply for influencing
consumer tastes?
 Cultural factors
 Personal requirements
 Social factors
7. Any Suggestion....
Do you aware about the concepts of customer tastes? Frequency
 Yes 30
 NO 10
What are the factors impacting customer's taste on business of The Savoy
hotel?
Frequency
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 Social influencing 29
 Restaurant environment 11
What are the ways through which The Savoy hotel can overcome impact of
customer's taste on the business operations?
Frequency
 Generate Data From The Customer Analytics 22
 Technology 8
 Fashion And Lifestyles 10
What are the importances of customer tastes upon hospitality business? Frequency
 Gaining customer loyalty 21
 Responds on feedbacks 9
 Satisfied clients 10
What impacts does preference of consumers have on hotel business
productivity and profitability?
Frequency
 Positive 36
 Negative 4
What are the various aspects that hospitality business may apply for
influencing consumer tastes?
Frequency
 Cultural factors 6
 Personal requirements 11
 Social factors 23
Any Suggestion....
Conclusion
As in step with the above provide study’s methodology statistics, this were summarised that
quantitative research approach is utilised via investigators so as to build up and examine
applicable statistics associated with employee motivation. Moreover, positivism philosophies in
addition to deductive technique in studies are applied thru researcher. In addition to this, those
strategies assisted investigator to build up in addition to analyse quantitative information. Also,
within it, questionnaire is utilised thru investigators as this aids them via facilitating legitimate
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statistics regarding selected topics. Additionally, random sampling has been utilised for selecting
40 of workers from The Savoy Hotel.
CHAPTER 4: ANALYSIS AND FINDINGS
This section is depends on information that is gathered by both secondary as well as primary
methods. In this, information might be ascertained through questionnaires asked by participants
(Mahafzah and et. al, 2020). In simple term, it would be examined that data analysis and findings
assists for reaching efficacious outcomes in officious manner.
Data Analysis
Data analysis is considered as the procedures of determining data accumulated by primary
as well as secondary investigation. Within quantitative information, information is gathered by
questionnaires as well as frequency distribution is performed through researcher for analysing
the information (Mehraliyev, Kirilenko and Choi, 2020). Moreover, it is undertaken as
evaluating techniques that is performed ay minimal time duration. Quantitative research may be
performed by questionnaires as well as it needs developing frequency distributions.
Theme 1: Concepts of customer tastes
Do you aware about the concepts of customer tastes? Frequency
 Yes 30
 NO 10
Interpretation: As per the above graph, it has been interpreted that tastes of customers
plays vital role within any firm. So, this is vital for firm to regularly determine its potential
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client’s tastes as by that they may formulate strategies associated with changes associated to
goods, services and procedures (Rousta and Jamshidi, 2020). As acknowledging tastes of clients
drives towards formation of goods or services based upon them that drives towards grabbing the
attention of huge audiences for maximising ratio of profit and market shares. Therefore, from the
above graph it has been interpreted among 40 respondents 30 are responding towards yes and
rest 10 are in favour of no.
Theme 2: Factors impacting customer's taste on business of The Savoy hotel?
What are the factors impacting customer's taste on business of The Savoy
hotel?
Frequency
 Social influencing 29
 Restaurant environment 11
Interpretation: As customer’s tastes plays crucial role within The Savoy Hotel. So, there
are several factors such as social influencing, environment of restaurant and others. That impacts
the tastes of customers within respective firm. Therefore, from the above graph, it has been
interpreted that among 40 respondents 29 are in favour of social influencing as it is the initial
aspect that impact taste of clients as into hospitality business as when an individual’s went to any
hotel as well as they did not like its hotel services thereafter they definitely undertakes others for
do not visiting to others hotel that change the tastes of others as well as it do not considers that
places. In addition to this, it would affect a firm in adverse way as its goodwill, value of market,
profit and base of consumers get minimised (Spence and Carvalho, 2020). Rest of 11 of them are
responding towards restaurant environment as when individuals visit to restaurant then their
10

place is not clean as well as messy then its preferences obtain a chance and move to other places.
So, it would impact the hotel as its consumer base get minimised and its market shares also
affected that drives towards downfall into sales and profitability.
Theme 3: Ways through which The Savoy hotel can overcome impact of customer's taste on
the business operations
What are the ways through which The Savoy hotel can overcome impact of
customer's taste on the business operations?
Frequency
 Generate Data From The Customer Analytics 22
 Technology 8
 Fashion And Lifestyles 10
Interpretation: There are several ways such as generate data from customer analytics,
technology, fashion and lifestyle and others with assistance of which The Savoy Hotel may
overcome form the affects of consumer’s tastes upon business operations. As by it they may
ascertain present tastes of consumers as per the circumstances (Thomas-Francois, Joppe and von
Massow, 2020). As per this, it is crucial for management to formed offerings as it would aids in
grabbing the attention and retaining potential clients for longer durations. So, among the above
graphical representation it has been interpreted that among 40 respondents 22 are responding
towards generate data from consumer analytics, 8 are in favour of technology and rest 10 are
saying fashion and lifestyles.
Theme 4: Importance of customer tastes upon hospitality business.
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What is the importance of customer tastes upon hospitality business? Frequency
 Gaining customer loyalty 21
 Responds on feedbacks 9
 Satisfied clients 10
Interpretation: The tastes of customer is important upon hospitality business so it have
various importance such as gaining customers loyalty, responds upon feedbacks, satisfied
consumers and others. As if the firm provides products and services as per the tastes and
preferences so it facilitates them numerous benefits through which they may able to gain huge
customer loyalty, positive feedbacks from clients and much satisfied audiences (Truong and et.
al., 2020). So, from the above graph it has been interpreted among 40 respondents 21 are
responding towards gaining customer loyalty, 9 are in favour of positive response of feedback
and rest 10 are saying satisfied clients.
Theme 5: Does preference of consumers have on hotel business productivity and
profitability.
What impacts does preference of consumers have on hotel business
productivity and profitability?
Frequency
 Positive 36
 Negative 4
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Interpretation: The preferences of consumers have impacts upon hotel business profits as
well as productivity it can be negative as well as positive both. As the rapid change of customer
preferences have negative impacts upon hotel business as it have to continuously modify their
system, process and others (Zhang and et. al., 2020). While one other side it also have positive
impacts as this enables them to create innovations. Therefore, from the above graph it has been
interpreted that among 40 respondents 36 are responding towards positive and rest 4 are in
favour of negative.
Theme 6: Various aspects that hospitality business may apply for influencing consumer
tastes
What are the various aspects that hospitality business may apply for
influencing consumer tastes?
Frequency
 Cultural factors 6
 Personal requirements 11
 Social factors 23
13

Interpretation: There are various aspects such as cultural factors, personal requirements,
social factors and others that hospitality business may apply in order to influence the tastes of
consumers (Zhang and et. al., 2020). So, from the above graph it has been interpreted among 40
respondents 6 are in favour of cultural factors, 11 are saying personal requirement and rest of
them that is 23 are responding towards social factors.
Any Suggestion....
Interpretation: Some suggestion are provided to The Savoy Hotel are:
As there are several ways such as generate data from customer analytics, technology, fashion and
lifestyle and others with assistance of which The Savoy Hotel may overcome form the affects of
consumer’s tastes upon business operations. So, among all these it has been analysed that
generate data from customer analytics is effective for respective firm as by it they may ascertain
present tastes of consumers as per the circumstances. Moreover, as per this, it is crucial for
management to formed offerings as it would aids in grabbing the attention and retaining potential
clients for longer durations (Weerathunga and et. al., 2020).
In addition to this, The Savoy Hotel management have to concern about the various aspects that
they have to apply for influencing several customers’ tastes. So, for instance, it has to focus upon
cultural factors, personal requirements and most important social factors.
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CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS &
SUGGESTIONS FOR FURTHER WORK
Recommendation
As per the above analysis, some recommendation is provide to The Savoy Hotel which are
discussed below:
As there are several ways such as generate data from customer analytics, technology,
fashion and lifestyle and others with assistance of which The Savoy Hotel may overcome form
the affects of consumer’s tastes upon business operations. So, among all these it has been
analysed that generate data from customer analytics is effective for respective firm as by it they
may ascertain present tastes of consumers as per the circumstances (Yuliantoro and et. al., 2020)
. Moreover, as per this, it is crucial for management to formed offerings as it would aids in
grabbing the attention and retaining potential clients for longer durations.
In addition to this, The Savoy Hotel management have to concern about the various aspects
that they have to apply for influencing several customers’ tastes. So, for instance, it has to focus
upon cultural factors, personal requirements and most important social factors. Therefore, all
these would help them in future for gaining huge profitability and understanding their clients in
much efficient way.
CHAPTER 6: CONCLUSIONS
It is undertaken as last section of particular research which aids in gaining outcomes as well
as conclusions related to investigation in much effective and efficient way. In addition to this,
conclusion is generally summarised for of overall aspects and topics which are described within
respective investigation.
Conclusion
As per the above report it has been concluded that Customer taste is considered as services
or products which purchasers buy or select over the alternative logo services or products. It’s
also decided that client tastes are very effective that it can change how a commercial enterprise
behaviour its activities for succession of business. In addition to this, positivism philosophies and
deductive approach into investigation are used by investigator. Additionally, these methods aids
researcher to gather and determine quantitative data. Furthermore, in this, questionnaires are
used by researcher as it helps them by rendering valid and relevant information related to
15

specific topics. Along with this, for analysing the data researcher developed the frequency
distribution table and classifies overall table in individual way. Apart from this, this might assists
researchers to attain all projects on particular time periods as well as in systematized manner.
Apart from this, frequency table is also helpful in representing several employees’ perceptions
upon specific topic in order to accomplish their aims and objective in officiously and
appropriately.
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