A case study of Hilton Park Lane London
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Added on 2021-02-19
A case study of Hilton Park Lane London
Added on 2021-02-19
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Submission Front SheetUnit Title and Number:Research Proje0ct (Unit-4)1
TITLE: “To find out the customer retentionpolicy and satisfaction level. A case study ofHilton Park Lane London.”
ABSTRACTPresent research project is based to study the various policies that can be used byorganisations to retain the employees for long time period. Employees play a crucialrole in success of an organisation so it is essential for every enterprise to keep themsatisfy in order to sustain in market for long run. Further, satisfaction of customers isanother most important element for a business enterprise to achieve success. It isessential for all organisations working in hospitality sector to offer better and qualityservices to its clients to satisfy them. Present study has been focused on the objectiveslike To identify factors that impact on customer retention and level of satisfaction withinhotel industry. To examine the interrelations between customer retention and customersatisfaction in hotel industry. To develop strategies for effective customer retentionpolicy that can be adopted by Hilton Park Lane London. Also the study conductedsurvey from 40 respondents which is helpful to get the productive outcomes and growth.In order to analyse study study has been taken qualitative data analysis techniques. Atthe end of the segment. The final report is been recommend that the Hilton Hotel willfocus more about employees well being in order to retained company profit.3
Table of ContentsABSTRACT....................................................................................................................................3CHAPTER 1....................................................................................................................................5Introduction ...........................................................................................................................5Background of the organisation .............................................................................................5Research aim..........................................................................................................................6Research objectives................................................................................................................6Rationale.................................................................................................................................6CHAPTER 2....................................................................................................................................7The literature review...............................................................................................................7CHAPTER 3..................................................................................................................................10Research Methodology..................................................................................................................10Introduction..........................................................................................................................10Data collection Procedures...................................................................................................10Sampling ..............................................................................................................................11TOPIC: Customer retention policy and customer satisfaction......................................................11CHAPTER- 4.................................................................................................................................11DATA ANALYSIS........................................................................................................................114.1 Thematic Interpretation..................................................................................................11CHAPTER- 5 Recommendation & Conclusion ...........................................................................225.1 Conclusion......................................................................................................................225.2 Recommendation............................................................................................................24REFERENCES..............................................................................................................................27APPENDIX ...................................................................................................................................291. Time-frame.......................................................................................................................295
CHAPTER 1Introduction Today, competition has become intense both at domestic and international level,where in order to gain competitive advantage every company seek to gain highretention of customers for longer period of time (Bowie and et. al., 2016). This wouldhelp in earning high profitability as well as getting a strong position at competitivemarketplace. The present research is going to analyse the customer retention policy forhotel industry and the level of satisfaction organisations can gain via offering betterquality of products and services. For this purpose, case analysis is done on Hilton ParkLane London, to identify how respective organisation works on enhancing its customersatisfaction. Background of the organisation Hilton Park Lane London is one of the branch of Hilton Hotel which is situated onPark Lane in London. It has established in 1963, having 28 storeys including more than453 rooms. Under UK Business Traveller Magazine, it is known as one of the best hotelin UK that offers best quality of services to customers (Nankervis and et. al., 2016). Dueto one of the incident which was happened in 2011, that is a fire broke out in the kitchenof this hotel. According to BBC news, that time more than 1500 guests were evacuated,
but with the help of fire-brigade, the fire was controlled and there were no major injurieshappened (Fire at Hilton Hotel in Mayfair tackled by London crews. 2011). But it hadthreatened many travellers and tourists due to which, this hotel failed to gain retention ofthem for longer period. Research aimThis paper main aim is “To analyse how customer retention policy helps inexceeding the satisfaction level of customers. A case study of Hilton Park LaneLondon.”Research objectivesTo identify factors that impact on customer retention and level of satisfactionwithin hotel industry.To examine the interrelations between customer retention and customersatisfaction in hotel industry. To develop strategies for effective customer retention policy that can be adoptedby Hilton Park Lane London. RationaleTo increase research skills and enhance knowledge about policies made by hotelindustries to gain retention of their targeted audience, researchers have chosen thepresent topic. For this purpose, they will use both primary and secondary researchtechniques to gather relevant information on given topic. Furthermore, recommendationfor developing better policies to gain retention of customers will also be given to chosencompany. 7
CHAPTER 2The literature reviewFactors impact on customer retention within hotel industry –According to Molly Galetto (2015), customer retention can be defined as a policyor an action taken by a company to gain loyalty and retain its targeted audience forlonger period of time. In context with hotel industry, business of organisations dealing inthis sector are completely based on retention of their guests for longer period (What iscustomer retention?, 2015). For this process, they generally take the concept ofcustomer loyalty and brand loyalty initiatives to influence guests towards services andproducts. Traditionally, organisations in hotel sector focuses on expansion of businessonly, but their concern is shifted towards customer retention which would help in earninga number of benefits (Herjanto et. al., 2017). It includes engagement of customers withbusiness for long time, increase in productivity and performance of business forenhancing their level of satisfaction, concern on development of skills and abilities ofstaff members and associated people etc. All these process aid to increase reputationand brand image of organisations. As per the views of Tag-Eldeen (2018), it has been analysed that there arevarious factors that influence customer retention within hotel industry (Do you know thefactors that affect guest experience?, 2018). It includes cleanliness and hygiene, safetyand security measures, data protection, range of accommodation facilities, customerservices, relevant amenities, timely services and more. Interrelationship between customer retention with customer satisfaction withinhotel industry -
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