Study On Shangri-La Hotel - Customer Satisfaction

Factors Affecting
Customer satisfaction with
regard to service
marketing: A study on
Shangri-La Hotel

ABSTRACT
In present report, the factors affecting customers' satisfaction in regard to service
marketing has been analysed in appropriate manner. In addition to this, it can be said that
organization creates the various activities which helps employees to attain the goals and
objectives of the firm. In this way, it is the crucial part of the corporation and important aspects
of the strategy of the business. Success of the company depends upon customer satisfaction
under which they provide the high quality services to the consumer. In this addition, it can be
said that company adopts the strong promotional techniques and important aspect of the
environment in same industry.
Customer satisfaction and service marketing both have great relationship with each other.
It has been noticed that if customer satisfaction level is high then company can continue with
existing services. Hotel is having high profit margin and customers are willing to have re-
purchase of services. It indicates that service marketing standards are well maintained. It means
pricing, quality and delivery process is also systematically structured that allows to meet key
goals and objectives. It is significant for business firm to focus on diverse activities that allows to
bring changes in services. Management must have development of accommodation services as
per need of theme based accommodation. It will enhance the customer satisfaction and profit
margin ratio. In order to have better marketing of services the hospitality firm can also improve
customer service skills. It is necessary for business entity to make sure that executives are well
known of patience skills so that better support can be provided to customer. Company promote
the customer services with the helps of method which is used in effective manner.

TABLE OF CONTENTS
Abstract............................................................................................................................................1
CHAPTER 1 INTRODUCTION.....................................................................................................1
Background of study...............................................................................................................1
Rationale of the study.............................................................................................................2
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................3
Potential significance..............................................................................................................3
Research structure..................................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................5
Conclusion............................................................................................................................12
CHAPTER 3 RESEARCH METHODOLOGY............................................................................13
Introduction..........................................................................................................................13
Research design....................................................................................................................13
Research philosophy.............................................................................................................13
Research Approach...............................................................................................................14
Research Type......................................................................................................................15
Data collection......................................................................................................................15
Sampling...............................................................................................................................16
Data analysis.........................................................................................................................17
Validity and reliability of data..............................................................................................17
Ethical consideration............................................................................................................18
Research limitations.............................................................................................................18
CHAPTER 4 DATA ANALYSIS.................................................................................................20
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................37
Conclusion............................................................................................................................37
Recommendation..................................................................................................................39
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................45

CHAPTER 1 INTRODUCTION
Background of study
Customer satisfaction is considered as one of most significant aspect that plays a key role
in success of organization. In order to deal with competitive market the business firm must focus
on customer satisfaction. Customer satisfaction implies about delivering the products and
services in accordance with the expectation of the customers (Eisingerich and et.al., 2016 ).
Delivering of products and services in accordance with the choice, need, wants, expectations and
desires of the customers depicts about satisfying the customers in efficient manner. It has been
noticed that if customers of business firm are not satisfied then success ratio might get influenced
in negative manner.
By having effective analysis of customer satisfaction the level of success can also be
identified in suitable manner. If customer’s satisfaction is high then customers will have more
purchase of products and services. In order to meet the standards of customer satisfaction the
customer needs and expectations also need to be analysed in appropriate manner. It has been
noticed that customer satisfaction is not only about improving the quality of services but pricing
of services also plays a vital role in customer satisfaction (Jeong, Cha and Jang, 2016). If
company is not having appropriate design of services according to customer needs then overall
impact might get influenced in negative manner. It has been noticed that hospitality sector is
dealing in wide range of services that means quality need to be well maintained so that better
satisfaction can be offered to customers.
In present dissertation, the key motive is to analyse the factors affecting customer
satisfaction in regards to service marketing. By having improved focus on present study, learning
in regard to customer satisfaction can be developed in appropriate manner. Study is also based on
working of Shangri-La Hotel which is one of leading hospitality firm in the market. Entire study
is based upon the factors that influences the customer satisfaction of visitors who visit to the
Shangri-La Hotel. It has been noticed that the present study also provides an insight in regard to
the concept of customer satisfaction and service marketing. It indicates that key principles of
service marketing can be understand in appropriate manner by having proper learning. On the
basis of tools the data is being analysed that provides evaluation of relationship between
customer satisfaction and service marketing of Shangri-La Hotel. It has been noticed that in last
section of the study overall analysis and conclusion of key findings has been presented.
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Conclusion section provides a summary of entire report which will also provide reference of
literature review. Along with this, data analysis and findings of research is also presented in the
report. Recommendation to improve the service quality and customer satisfaction has also
considered as critical aspect of the study.
It has been noticed that if any business is having dissatisfied customers then it might be
possible that overall customer base of business will also get affected in diverse manner.
However, hospitality sector deals with number of customers in a single day which have different
perception and needs. It is critical for organisations to understand the preference and needs of
customers. If such values are not well maintained then it impacts the satisfaction level. It means
long term sustainability can also be affected which need to be referred effectively. By having an
understanding of customer satisfaction and factors which need to be referred effectively
Rationale of the study
As per detailed study it can be said that customer satisfaction is one of most essential part
for the success of organization. By having improved focus on such aspects the business firm can
easily attain competitive environment so that goals and objectives can be accomplished in
desired way. It has been noticed that in order to meet the standards of customer satisfaction the
business entity must ensure about delivery of services. Current study provides learning in regard
to customer satisfaction that has forced researcher to select the subject. Another rationale behind
the study is that hospitality sector because it plays a key role in economic development (Cina,
2013). It will help to evaluate that how delivery of service standard impacts on customer’s
satisfaction. This research will make significant amount of contribution in literature. Study also
provides a result and findings that is useful for marketing manager so that business firm can have
impressive level of success. By having improved focus on such study the relationship between
customer satisfaction and service marketing of Shangri-La Hotel can be evaluated effectively. It
improves the understanding on customer satisfaction that is also considered as rationale of study.
Research aim and objectives
Aim
Current aim of the study is to have analysis of factors affecting customer satisfaction in
regards to service marketing. In order to have better understanding about diverse factors that are
associated with service industry and customer satisfaction, Shangri-La Hotel is considered as
organization.
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Objectives
 To understand the concept of customer satisfaction and service marketing
 To identify factors that influence customer satisfaction
 To evaluate relationship between customer satisfaction and service marketing of Shangri-
La Hotel
 To recommend ways through which Shangri-La Hotel can improve service quality for
advancement in customer satisfaction.
In addition to this, it can be stated that by having an improved focus on research questions
the experts can easily meet the concern designed objectives. It has been noticed that designing of
research questions is significant in order to have effective accomplishment of objectives. By
having an answer of factors that influence customer satisfaction the experts can meet objective
“to identify factors that influence customer satisfaction”. Further questions also provide
assistance to the objectives and offer effective outcome.
Research questions
 What do you understand by concept of customer satisfaction and service marketing?
 Which factors influence the customer satisfaction?
 Evaluate relationship between customer satisfaction and service marketing of Shangri-La
Hotel?
 How Shangri-La Hotel can improve service quality for advancement in customer
satisfaction?
Potential significance
It has been noticed that current study is significant for businesses because it helps in
understanding the significance of customer satisfaction. By having proper learning about the
subject the business entity can easily make sure that policies are being designed in such manner
that customer satisfaction can be improved. Dissertation also provides an understanding in
respect to customer satisfaction which is beneficial for students. It means by analysing the results
from the study the students can identify recommend ways through which hospitality sector can
improve service quality for advancement in customer satisfaction (Sorescu and Sorescu, 2016).
Learning will also help in in-depth exploration of subject so that businesses can adopt key
findings that may impact working in positive manner. In the same the research is also helpful for
the academic purpose. It assists the various researches and students to acknowledge the
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importance of customer satisfaction in business. It indicates that current study key potential is
development of learning about customer satisfaction.
Research structure
Chapter 1 – Introduction: It is considered as initial level chapter that provides a detail about the
subject. It is considered as section that promotes the details about the overview of the topic.
In this, aim and objectives of the study are also presented so that key purpose of study can
be understand effectively. Rationale of the study is also presented in the section which is
beneficial to develop learning.
Chapter 2 – Literature Review: This section comprised of the topics related to the customer
satisfaction and service marketing. It means the literature will provide understanding in
regard to factors affecting customer satisfaction in regards to service marketing.
Chapter 3 – Research Methodology: It is most essential chapter of the study and provides better
learning in regard to diverse tools and techniques that can be used for accomplishment of
study. In this addition the present study is based on qualitative research for better
accomplishment of objectives. Along with this, both primary and secondary method of data
collection is also considered as critical aspect.
Chapter 4 – Data Analysis: In this, technique of data analysis is being disc sussed so that
collected data can be interpreted in appropriate manner. In present study the qualitative data
analysis technique is being accessed. Along with this, support of thematic analysis is also
presented in the study for effective development of learning in regard to the subject.
Chapter5 – Conclusion and Recommendation: In the last chapter of the report a brief conclusion
of the study is detailed that is about the accomplishment of aim and objectives of the study.
In addition to this, it can be said that recommendation to improve services and customer
satisfaction is also presented in the report. Future research study recommendations are also
being presented in this section of dissertation.
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CHAPTER 2 LITERATURE REVIEW
Introduction
After the introduction of the research, the next chapter is literature review. It forms an
important section of the dissertation. Literature review is considered as one of most critical
section of the study that helps in meeting objectives. In this chapter different secondary sources
are being accessed for data collection so that goals and objectives can be accomplished. It also
helps in exploring the subject more effectively. Moreover, the literature written by different
authors in respect to customer satisfaction and service marketing are being considered as critical
section of chapter in present study. Literature review thus assists in identification of the gap that
is left by the previous researches. Apart from this, it is a critical evaluation of the viewpoints of
different authors. By having improved focus on previous studies the key outcomes of present
study can be drawn in effective manner.
Concept of customer satisfaction and service marketing
According to Eisingerich and et.al. (2016), customer satisfaction was considered as
critical section of every business firm because it allows to accomplish objectives and it also
defines as percentage of total customers whose reported their experience with a firm, its products
or services exceeds the organisational goals. Organisation did not focus on much time on
customer satisfaction and on the concept of customer service, For this every organisation work
hard daily to know the customer needs and wants, their behaviour, taste and preference relating
to attitudes and perception about the product and services, and try to win the hearts of customer
and create brand image in the minds of customer. As per the view of Jeong, Cha and Jang
(2016) customer satisfaction it was an emotional, cognitive and reaction type, it is based on the
product / services purchase, consumption practice, it may be expressed before the product /
service selection, the choice of consumption, after a long experience of using. He also stated that
the customer satisfaction or dissatisfaction is based on the personal needs and wants, experience
and personal feelings, attitude, emotion that the client felt and with this if customer is satisfied
they buy last longer companies' product and services which reflect in the company performance
they develop new services. To achieve this create relationship with the customer and
organisation need to research and answer the question on how the customers make their
purchasing decision, customer satisfaction is based on product value, responsiveness, reliability,
brand, regular feedback to its customer are the major element of customer satisfaction.
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