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[PDF] Customer Satisfaction in the Hotel Industry

   

Added on  2021-01-03

25 Pages6290 Words103 Views
RESEARCHPROJECT

Table of ContentsTITLE: “To investigate the impact of marketing in maximising consumer satisfaction”. A studyon Marriott Hotel. ...........................................................................................................................1CHAPTER 1 - INTRODUCTION...................................................................................................1Overview of research..............................................................................................................1Background of research..........................................................................................................1Significance of study..............................................................................................................2Rationale of the study.............................................................................................................2Research aim..........................................................................................................................3Research Objectives...............................................................................................................3Research Questions................................................................................................................3CHAPTER 2 - Literature Review....................................................................................................3Concept of consumer satisfaction...........................................................................................3Role of marketing in enhancing customer satisfaction...........................................................4Various ways through which Marriott hotel can attract customers........................................5CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................7Type of research.....................................................................................................................7Research philosophy...............................................................................................................7Research approach..................................................................................................................8Research Design.....................................................................................................................8Research strategy....................................................................................................................8Data Sampling........................................................................................................................9Ethical Consideration.............................................................................................................9Time scale...............................................................................................................................9CHAPTER 4 - FINDINGS AND ANALYSIS..............................................................................11CHAPTER 5 - RECOMMENDATION AND CONCLUSION....................................................20Alternative Research Method...............................................................................................20Reflective..............................................................................................................................20Conclusion............................................................................................................................20Recommendation..................................................................................................................20

REFERENCES..............................................................................................................................22

TITLE: “To investigate the impact of marketing in maximising consumersatisfaction”. A study on Marriott Hotel. CHAPTER 1 - INTRODUCTIONOverview of researchIt is important for an organisation to focus on maximising customer satisfaction byoffering them variety of services and goods. In hospitality industry, customer satisfaction islargely hooked upon quality of services and facilities which are provided by hotel staff members(Hill and Alexander, 2017). Management approach is being considered as an effective strategythrough which customer satisfaction can easily be improvised. This will directly enhance theimage in much more positive manner. Customer satisfaction is one of the effective factor whichhelp in gaining higher success and growth in an organisation. At the time of attaining highercustomer satisfaction, companies would require to notice how and when their buyers are satisfiedregarding their goods and services. In current time period, most of the hotels basically followsvarious types of marketing strategies which are based on target market demand.It is being found that, a satisfied customer have an indirect impact on profitability whenthey share their opinions with other consumers. When it comes to market the products andservices, improvising the brand image and many other things; social networking sites play animportant part in shaping attitudes towards a company and its products. By maximizing customersatisfaction and encouraging customers to post their views on a forum or product review site,organisations like Marriott can attract new customers who use the reviews to make theirpurchasing decisions.Background of researchMarriott is an American multinational diversified hospitality company which managesand franchise the advanced portfolio of hotels and related lodging services or facilities. It is thelargest hotel chain in all over the world (Storey, 2016). There are around 30 brands along with7000 properties in 130 nations and boundaries in the world. Along with this, it has been analysed that maximizing satisfaction level of a customer,makes an important contribution to maximizing profitability, although other factors such as costcontrol, productivity and marketing strategy also impact the bottom line. By maximizingcustomer satisfaction, a company like Marriott can increase the opportunity for repeat sales to1

customers, while reducing the cost of sales and marketing. Customer satisfaction directly aid abusiness organisation like Marriott to directly improve customer loyalty, reducing the need toallocate marketing budget to acquire new customers. Satisfied customers may also recommendservices provided by a business organisation to other potential customers, increasing thepotential for additional revenue and profits at the same time. This was the time when companystarted rapidly going through different challenges, which impacted negatively upon overallperformance level of Hotel. This happened because hospitality sector gets change on a regularbasis. Here, Marriott did not adopted the same and this impacted negatively upon therereputation, which affected customers satisfaction also. Significance of studyThe importance of this research is to analyse the impact of marketing in order to increasecustomer satisfaction. Marketing play an essential role in gaining attention of large number ofbuyers towards Marriott hotel goods and services (Hair Jr and et. al., 2015). Basically, this studywill help in examining customers needs and wants and through this, required modificationswithin the products and services can be made. Along with this, another reason behind choosingthis topic to conduct the whole investigation is that, the longer customers remain loyal toMarriott, the more valuable they are to the business. Along with this, an organisation likeMarriott can easily use a metric such as lifetime customer value to measure the impact ofcustomer satisfaction on long-term profitability. Rationale of the studyThe basic reason behind conducting the investigation on the topic customer's satisfactionis because, it is being found that there are many areas which previous investigators did notexamined in a rightful manner. Along with this, it is being found that less effective marketingapproach might impact upon overall performance level of a business company. This directlyimpacts negatively upon customer's satisfaction level. This majorly takes place at the time offacing any sort of change within the business environment (Herzberg, 2017). Therefore, it ismuch needed for businesses that are dealing in travel and tourism sector to adopt those changesas per the requirements so that right amount of satisfaction can easily be given to customers.Along with this, personal interest of investigator has also helped researcher in adopting this topicto conduct the investigation in specified time frame.2

Research aimThis is being considered as one of a crucial section of a research, which is being build atinitial level because without an aim, a research cannot be completed (Wahab and et. al., 2016). Inpresent context, the aim of this research is “To investigate the impact of marketing inmaximising consumer satisfaction”. A study on Marriott Hotel.Research ObjectivesTo understand the concept of consumer satisfaction.To analyse the role of marketing in enhancing customer satisfaction.To identify various ways through which Marriott hotel can attract customers. Research QuestionsWhat is the concept of consumer satisfaction ?What is the role of marketing in enhancing customer satisfaction ?What are the various ways through which Marriott hotel can attract customers ?CHAPTER 2 - Literature ReviewConcept of consumer satisfactionAccording to the view of Sophia Bernazzani, (2017), consumer satisfaction is the termwhich can be used for describing a scenario when an exchange meets the demand and needs ofits desired users. It captures the provision of goods or services which assist in satisfyingcustomer's expectations in terms of quality and service in relation to price. Customer satisfactionis the business term which can be used for measuring and evaluating how supply of goods andservices exceed buyers desires. It will help in measuring how the wants and response arecooperated and offered to potential customer expectation. On the other hand, it can be said that customer satisfaction refers to the measure whichclearly reflects that how needs and expectation of customers are fulfilled by company in effectivemanner. It has been further seen that customers satisfaction basically increases when their desiresare fulfilled by suppliers. It is seen as the most essential part of business success as if companyholds maximum number of customers who are satisfied with their services then it is easier forthem to enhance their profits in effective manner. Along with this, it can also be said that bettercustomer support is helpful for company as satisfied customer also do positive mouth publicityof company with which their number of customer will definitely increase. Along with this, it is3

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