Impact of Recent Changes on Customer Satisfaction in UK Hospitality Industry

This research project report evaluates the impact of recent changes in the external environment on customer satisfaction in the hospitality industry of the UK, with a focus on Hilton hotel. It aims to understand the concept of customer satisfaction, assess current practices in the industry, identify factors influencing customer satisfaction, and recommend strategies for meeting customer expectations. The report also discusses the methodology used for data collection and analysis.

Research project Report
Table of Contents
Chapter 1: Introduction....................................................................................................................1
Research title: To evaluate impact of recent changes in external environment on customers
satisfaction level in hospitality industry of UK. A study on Hilton hotel..............................1
Rational for choosing research title and organization............................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Research questions.................................................................................................................1
Chapter 2: Literature Review...........................................................................................................2

To understand concept of customers satisfaction and its importance for firms.....................2
To assess the current practices that are prevailing in hospitality industry that can motivate
customers to be part of organisation.......................................................................................2
To identify factors that influence customers satisfaction in hospitality industry...................3
To be able to recommend better strategies to meet customers expectation that can lead to
growth and success of enterprise............................................................................................3
Chapter 3: Methodology and Data collection..................................................................................4
Data collection........................................................................................................................7
Cost, Access and ethical consideration..................................................................................8
Chapter 4: Analysis of findings and Discussion..............................................................................8
Chapter 5: Conclusion and Recommendation................................................................................10
Conclusion............................................................................................................................10
Recommendation..................................................................................................................10
Reflection.............................................................................................................................10
REFERENCES..............................................................................................................................11

Chapter 1: Introduction
Research title: To evaluate impact of recent changes in external environment on customers
satisfaction level in hospitality industry of UK. A study on Hilton hotel
Rational for choosing research title and organization
Customers satisfaction is a vital concept on which the success and performance of a hospitality
industry depends to a great extent. Therefore, selection of current research topic is rationale as it
facilitates an effective analysis influence of key changes and trends on customers retention and
growth of enterprise in hospitality sector (OLTEAN and GABOR, 2020). Further, selection of
orgnisation is also suitable as Hilton Hotel which is a well known global brand of full-service
hotels and resorts situated at Virginia, U.S. Therefore facilitates more effective information
regarding the impact of recent changes in external environment on customers satisfaction level in
hospitality industry.
Aim
The aim of this project is, “To analysis influence of key changes and trends on customers
retention and growth of enterprise in hospitality sector”. A study on Hilton hotel
Objectives
The main objective of current research project lead out on Hilton hotel are provided as
below:
 To understand concept of customers satisfaction and its importance for firms.
 To assess the current practices that are prevailing in hospitality industry that can motivate
customers to be part of organisation.
 To identify factors that influence customer’s satisfaction in hospitality industry.
 To be able to recommend better strategies to meet customer’s expectation that can lead to
growth and success of enterprise.
Research questions
 What does meant by customers satisfaction and its importance for organisation that are
operating in hospitality sector?
 How different practices can contributed in motivating customers to prefer specific
organisation for fulfilment of their requirement?
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 What are the elements or factors that influence customers satisfaction in hospitality
industry?
 How various strategies of management contributed in enhancing customers loyalty and
satisfaction within organisation?
Chapter 2: Literature Review
To understand concept of customers satisfaction and its importance for firms
As per the view point of Carter, S. and Yeo, A.C.M., 2016, the concept of customers
satisfaction mainly determine the measures the level and extent till which a product, service, and
overall experience meet the expectation and needs of a customers. Thus, customers satisfaction is
a vital and important concept for a firm as it measures and determine that how happy are
customers with the product, services and other capabilities offered by an organisation which
directly impacts the productivity and success level of a firm. Further, an analysis can also be
made that customers satisfaction is a vital tool through which an organisation can promotes and
leads to enhanced loyalty and commitment level in its customers. Beside this, by the way of
meeting the needs and expectation of customers in best possible way to have better customers
satisfaction level is also important as it ensure higher productivity and strong relation with
customers for their longer retention (He and Filimonau, 2020). Therefore, an evaluation can be
made that through emphasising and focusing on better customer satisfaction a firm can easily
manage higher profit and maximization of market share.
To assess the current practices that are prevailing in hospitality industry that can motivate
customers to be part of organisation.
With respect to the information provided by Susan Jacobs. 2020, it has been seen that
many current practices and recent trends are prevailing in hospitality industry that plays vital role
in motivating customers to be part of organisation. These practises and recent changes in external
environment consists of use of more effective and better technology through leading a tech
explosion with the aim of providing enhanced customers satisfaction and more ease and comfort
for customers through leading easy accessibility and connection with customers through making
use of apps and mobile website. Further, use of social media and other tools of digital marketing
are also seen as current prcatises in Hotel industry to provide a more up to date and user friendly
connection and interaction with its customers that motivates a larger number of target consumers
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to become a part of organisation (Ahn, 2020). Apart from this, focusing on sustainable
development by the means of providing regular training and learning programmes to employees
in order to enhance their skills and competencies is also currently seen in Hospitality industry as
a recent changes in external environment which plays a vital role in improving there brand image
to motivate a larger number of customers to become a part of organisation.
To identify factors that influence customers satisfaction in hospitality industry.
With respect to the information provided by the Sipe, L.J. and Testa, M.R., 2018, it has
been identified that many factors are there which influence and lead impact on the satisfaction
level of customers within a hospitality sector which comprises of a cluding and providing
friendly atmosphere and helpful employees along with leading accuracy in billing and other
operation. Apart from this, other factors like a competitive pricing and suitable prices as per the
service quality, good value facilities and quick service offerings are also important factor that
leads significant impact on the customers satisfaction (Lee, Chua and Han, 2020). Apart from
this proper accessibility of hotels is also viable to save time of customers in finding that along
with comfortable and easy placing order and booking is also viable. Beside this, it has been
observed that customers in hotel industry are mainly belongs to a different culture or comprises
of tourist thus, proper language preferences and meeting the taste of customers as per the recent
trends in external environments is also important factor that lead a significant influence on the
satisfaction level of customers within a hospitality industry. Conveniences is also an important
elements that influence customer satisfaction level by providing best experience to customers as
per there expectation and comfort level. Further, an evaluation can be made that implication and
use of recent trends and innovative technology present in external environment along with
offering products and services in unique or differentiate manner is also lead a positive influence
on satisfaction of customers. Apart from this, protection of natural resources along with abide to
legal policies are also important factors that influence customers satisfaction and have significant
impact on growth of a company in hospitality industry (Anning-Dorson, 2018).
To be able to recommend better strategies to meet customers expectation that can lead to growth
and success of enterprise.
As per the view point of Alnawas, I. and Hemsley-Brown, J., 2019, the recommended set of
strategies meet customers expectation in hospitality industry which also leads to growth and
success of enterprise comprises of accomplishing and providing effective communication
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services for customers along with taking regular feedback to have improvement and betterment
in services offered. An analysis can be made out that effective communication channel which
leads to enhanced interaction and better bonding with customers to fulfil and meet there needs
and expectation in a better way (Bogicevic and et. al., 2017). Beside this, a 24/7 hours services
plays a vital role in enhancing customer satisfaction by resolving their grievance in a better and
limited time to make customers happy and more satisfied. Apart from this, an enhanced and
better use of innovative technology in order to deliver services in a viable manner also have a
great and positive impact on satisfaction of customers requirement which is essential for
achievement of company goals and lead to better growth and success of enterprise. Along with
having a sense of Personalised services is also recommended as strategic strategy for an
enterprise in hotel industry as it have positive influence on customers satisfaction by sharing
right content and proper services to an individual customers as per its preference and needs adds
more in customer satisfaction and enhance brand image of firm which lead to improved growth
and success of enterprise (Nazeri, Ebrahimi and Soofifard, 2020).
Chapter 3: Methodology and Data collection
This section of research project provides information about the methods and ways that are
going to be used by a researcher to perform and carry out a research work. Use of research onion
model is seemed appropriate for identification of appropriate research methods and types along
with providing valid justification for their use and implication.
Figure 1: Research Onion, 2020.
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Research philosophy- From the four common form of philosophies that is positivism,
realism, pragmatism and interpretivism representing belief used to collect data, implication of
interpretivism philosophy is made for current study on Hilton Hotel. The reason for use of
Interpretivism philosophy is based on fact it facilitates better gathering and evaluation of data
presenting the information about behaviour and satisfaction level of customers (Hossain, Kannan
and Raman Nair, 2020).
Research approach- Use of two main types of research approach, deductive and inductive
could be made to analysis and evaluate data. With respect to current investigation, the researcher
has planned to make use of inductive approach as it included better analysis of set objective
along with supporting a theoretical form of analysis.
Research strategy- From a set of various research strategies comprises of observation,
action research, survey, experiments, etc. Use and implication of qualitative survey strategy is
made for current investigation where data would be collected with the help of interview
(Jalilvand, 2017).
Method and type of research- there are two common type and form of research method
comprises of qualitative and quantitative research method out of which use of qualitative
research method is more suitable and appropriate for current investigation as it support
theoretical and in-depth information. Use of quantitative type of research is not appropriate as it
represents facts in numeric terms thus, does not facilities deep understanding about satisfaction
of customers. Therefore, use of qualitative research types is appropriate to get better implication
of human behaviour and attitude trough analysis of in-depth form of information (Leung and
Wen, 2020).
Time horizons- following Gantt chart is presenting information about set time horizons and
duration of current investigation.
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Title,
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Data collection
Use of both primary as well as secondary sources of data collection is made for current
investigation where primary data would be collected with the help of an interview where as
secondary data is gathered from online articles and (Nazeri, Ebrahimi and Soofifard, 2020). The
reason for adopting primary research is based on the fact that it lead first hand and updated set of
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information where as secondary data provides a base and direction for research with the help of
past findings.
Sampling
With the help of random sampling technique a sample size of 15 participants is selected
from the employees and customers of Hilton Hotel for gathering primary information. Use of
following interview questions is made to gathered information from the selected 15 employees
and customers of Hilton Hotel to get there view point on elements and factors that lead
significant impact on their decision making and satisfaction level.
Interview questions
Q1) What implication does you having about the concept of customer’s satisfaction?
Q2) As per your view point, why customers satisfaction is an important and valuable
concept for an enterprise which is operating in the hospitality sector?
Q3) What are the current practices that are prevailing in hospitality industry which plays a
significant role in motivating and directing customers to be part of organisation?
Q4) What are the recent trends and changes seen in the external environment that is
contributing and influencing the decision making and satisfaction level of customers to
prefer a specific organisation in hospitality industry?
Q5) What are the main factors and elements that lead influence on the customers
satisfaction within a hospitality industry?
Q6) What strategies can be adopted by Hilton Hotel to meet customers expectation and
satisfaction level along with enhancing there loyalty to achieve the goal of better growth
and success?
Cost, Access and ethical consideration
The estimated cost of current project is near about 250 £ included the cost of
transportation, data collection cost, internet cost and all expenses made to carry out current
investigation. Further, access to collected data is only provided to the researcher and tutor to
maintain the authenticity of collected facts. Apart from this, prior consent is also taken along
with meeting BERA code of ethics to comply with ethical consideration.
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Chapter 4: Analysis of findings and Discussion
For analysis of qualitative research findings collected with the help of structured interview
use of thematic approach is made a discussion and interpretation of which is provided below:
Theme 1: Concept of customer’s satisfaction
Interpretation
Maximum number of participants were giving a view point that the concept of customers
satisfaction is mainly related and associated with meeting the expectation and demand of
customers along with facilitating a highest level of ease and convince which forms vital part in
enhancing their commitment and satisfaction level.
Theme 2: Customers satisfaction is an important and valuable concept for an enterprise
which is operating in the hospitality sector
Interpretation
A discussion can be made in the basis of analysis of current research findings that maximum
number of respondents were having a view point that Customers satisfaction is an important and
valuable concept for an enterprise which is operating in the hospitality sector as it plays a vital
and important role in enhancing the loyalty and commitment level of consumers by meeting their
needs and expectation in a more better way. Thus, customer’s satisfaction is important in the
hospitality sector to attract and retain a larger number of customers.
Theme 3: Current practices that are prevailing in hospitality industry which plays a
significant role in motivating and directing customers to be part of organisation
Interpretation
As per the view point of maximum number of participants it has been analysed that current
prcatises that are prevailing in hospitality industry which plays a significant role in motivating
and directing customers to be part of organisation consists of effective and more better use of
social and digital marketing strategy to ensures effective communication along with abiding the
legal rules and policies which have a positive impact in customers and motivates them to become
a part of organisation.
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Theme 4: Recent trends and changes seen in the external environment influencing the
decision making and satisfaction level of customers
Interpretation
Maximum participants were having a view point that emphasising in sustainable growth is a
recent trends and changes seen in the external environment influencing the decision making and
satisfaction level of customers which comprises of better training and development fir employees
to enhance their skills and competencies. Apart from this, focusing in effective marketing by the
use of social media and other digital forms is also seem as Recent trends and changes seen in the
external environment which is ensuring effective communication with customers to influence
their decision making and satisfaction level.
Theme 5: Main factors and elements that lead influence on the customers satisfaction
within a hospitality industry
Interpretation
As per the opinion of maximum number of participants the main factors and elements that lead
influence on the customer’s satisfaction within a hospitality industry comprises of easy
accessibility along with leading a mores positive and healthy environment along with meeting
the demands and needs of customers. Further, proper language preferences and meeting the taste
of customers along with use of innovative technology are also vital elements that lead influence
on the customer’s satisfaction within a hospitality industry.
Theme 6: Strategies to meet customer’s expectation and satisfaction level to achieve the goal
of better growth and success
Interpretation
Maximum number of participants had supported effective communication services for tinley
resolving of grievance of customers is recommended to meet customer’s expectation and
satisfaction level to achieve the goal of better growth and success. Further, implication of
innovative technology and providing personalised services can be adopted by Hilton Hotel to
meet customers expectation and satisfaction level along with enhancing there loyalty to achieve
the goal of better growth and success.
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Chapter 5: Conclusion and Recommendation
Conclusion
On the basis of above report a conclusion cam be made that customers satisfaction is a vital
and important concept to promote and leads to enhanced loyalty and commitment level in its
customers. Further, it has been also observed that use of more effective and better technology
comprising of social media and other tools of digital marketing are seen as recent change in
global practises within on hospitality industry. Beside this, a summarisation can be made that
Conveniences and proper accessibility vital factors that influence customers satisfaction in
hospitality industry.
Recommendation
On the basis of current research project fowling recommendations can be made for Hilton
Hotel to meet customers expectation and satisfaction level along with enhancing their loyalty to
achieve the goal of better growth and success:
 Adopting proper communication channels which consists use of latest and innovative
technology like social media and digital tools to have better interaction and
communication with its customers.
 Emphasising on regular training of employees in order to enhance their skills and
competencies to provided more personalised and effective services to customers as per
their needs and expectation which plays a vital role in enhancing there satisfaction level.
Reflection
The current study plays a vital role in enhancing my skills and knowledge on the concept
of customer satisfaction with hospitality industry. Further, improvement in managerial skills is
also lead out by current investigation as use of appropriate research methodology is made by me
achieve set objectives. Qualitative nature of investigation is vital to collect in-depth information
with the help of interview along with interpretivism and inductive approach which facilitates
better scanning and testing of theoretical information to achieve set objective. In futures, use of
quantitative research method and questionnaire could also be made as recommended alternative
methodology as it facilitates a much more cost and time effective way of data collection and
presentation.
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REFERENCES
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Kim, W.G. and Park, S.A., 2017. Social media review rating versus traditional customer
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Lee, S., Chua, B.L. and Han, H., 2020. Variety-seeking motivations and customer behaviors for
new restaurants: An empirical comparison among full-service, quick-casual, and quick-
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Leung, X.Y. and Wen, H., 2020. Chatbot usage in restaurant takeout orders: A comparison study
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Nazeri, A., Ebrahimi, M. and Soofifard, R., 2020. Identification and ranking of factors affecting
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OLTEAN, F.D. and GABOR, M.R., 2020. Service Quality Management and Hotel
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Online:
Susan Jacobs. 2020. Top 10 Trends Impacting the Hospitality Industry. [Online] Available
Through:< https://www.smartmeetings.com/tips-tools/technology/74256/top-10-trends-
impacting-hospitality-industry>.
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