Analyzing Hotel Reviews for Sentiment

This assignment requires you to analyze a collection of online reviews for the ME London hotel. The goal is to determine the overall sentiment expressed in these reviews (positive, negative, or neutral) and identify recurring themes, features, or issues mentioned by guests. You'll need to examine the language used, tone, and specific details shared in each review to draw meaningful conclusions about guest experiences at the ME London.

To Analyse the Impact of Customer Satisfaction and
Customer Loyalty Within Hotels Industry of UK

Table of Contents
CHAPTER 1 – INTRODUCTION..................................................................................................1
1.0 Type of management project.................................................................................................1
1.3 Rationale of the study............................................................................................................1
1.4 Discussing theoretical or conceptual framework..................................................................2
1.5 Main terms of the study.........................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction...........................................................................................................................5
Background literature..................................................................................................................5
2.2 Concept of customer satisfaction and customer loyalty........................................................5
2.3 Identifying different factors affecting customer satisfaction and customer loyalty within
Hotels Industry UK.....................................................................................................................7
2.4 Determining the impact of customer satisfaction and customer loyalty in hospitality
industry of UK...........................................................................................................................10
1.5 Focal literature ........................................................................................................................12
1.6 Identifying the research questions.......................................................................................15
CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY..................................................17
3.0 An introduction to the chapter.............................................................................................17
3.1 Design Approach.................................................................................................................18
3.2 Data Collection method.......................................................................................................19
3.2.1 Document analysis...........................................................................................................20
3.2.2 Triangulation:...................................................................................................................21
3.3 Data Analysis......................................................................................................................21
3.3.1 Content analysis...............................................................................................................23
3.3.2 Thematic analysis: ...........................................................................................................23
3.4 Evaluation...........................................................................................................................23
CHAPTER 4: PRESENTATION OF FINDINGS.........................................................................25
4.0 An introduction of the chapter............................................................................................25
4.1 Service quality leads to increase customer satisfaction......................................................25
4.1.1 Being attentive to customer’s needs.................................................................................25

4.1.2 Paying attention to the customers....................................................................................26
4.1.3: Need of provisioning quality services to value customer’s money and avoid the
existence of dissatisfied customers paying high for worthless services...................................27
..................................................................................................................................................27
4.2: Customer Satisfaction is positively associated with customer loyalty..............................29
4.2.1: Affective commitment and loyalty reward....................................................................30
4.2.2: Personal relationship ......................................................................................................31
4.2.3: Increase in customer complaints ....................................................................................32
4.3: Recommendations from customers about improving loyalty and service.........................33
4.3.1: Asking for feedback........................................................................................................33
4.3.2: Understand the needs of guest and loyal customers.......................................................34
CHAPTER 5: DISCUSSION.........................................................................................................36
5.0 An introduction to the chapter.............................................................................................36
5.1 What are the different factors affecting customer satisfaction and customer loyalty within
Hotels Industry UK...................................................................................................................36
5.2 What is the impact of customer satisfaction and customer loyalty a within Hotels Industry
UK.............................................................................................................................................38
5.3 What advice and policies are recommended to increase customer loyalty through an
increased level of satisfaction...................................................................................................40
5.3.1 Asking for feedback.........................................................................................................40
5.3.2 Understanding the needs of the guests ............................................................................40
5.3.3 Focussing on training the employees ..............................................................................41
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS...................................................42
6.0 An introduction to the chapter.............................................................................................42
6.1 Conclusion...........................................................................................................................42
6.2 Recommendations...............................................................................................................44
REFERENCES..............................................................................................................................48
APPENDIX...............................................................................................................................51
Open and Axial Coding Table:.................................................................................................51

ACKNOWLEDGEMENT
For the accomplishment of the present dissertation, I would like to sincerely express sincere
gratitude to my mentor who has provided me sufficient knowledge and greater support. Further, I
would like to thank my friends, colleagues and family members who have guided me at every
stage while conducting dissertation. Through their support, I was able to complete my thesis with
effectiveness and in an accurate manner. Lastly, in the series, I would also like to state special
thanks to my team members who have provided me with assistance in collecting data and in
analysing it further.
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ABSTRACT
Aim: To Analyse the impact of customer satisfaction and customer loyalty within the
hotel industry in the UK.
Methodology: To undertake an effective research, it is crucial to gather information and
data which is highly diversified and authentic (Taylor, Bogdanand DeVault, 2015).
Another key consideration is the using of social media reports, TripAdvisor of customer
reviews discussing customer satisfaction and loyalty were obtained to evaluating what
the customers like and dislike about the hospitality or tourism industry in the United
Kingdom. Further, thematic analysis is one of the most widely used measure for
conducting studies based on qualitative method of analysis. It is one of the most suited
method that can be even applied by novice investigators who are not very familiar to
any complex procedures of research.
Results: Hotel can increase the customer loyalty through providing them some gifts'
voucher at the time of check out. Further they can together focus upon listening to the
problems of customers and duly resolve them for avoiding the formation of any negative
image of the hotel in those customers mind whose issues are still unresolved after
several complains. Further, hospitality industry is all about getting connected to the
clients for a clear understanding of their actual requirements and fulfil the same on a
due period of time. For this purpose, it is essential to build relationship with new guests
as well as the co-workers where personal relationships can be built only if the
management is vigilant about customer’s and believes in resolving them on time.
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CHAPTER 1 – INTRODUCTION
1.0 Type of management project
The management project illustrates the determinants of customer satisfaction
and customer loyalty within the hotels' industry in the United Kingdom. The researcher
has been using data from social media website through TripAdvisor. Covering three
major 5 stars hotels in the UK in order to analyse and compare online customers
reviews. The research study is conducted effectively among TripAdvisor reviews
analysis of each hotel. This, to better understand the positive and negative opinions of
hotels customers and discuss on how the guests become more loyal towards a brand.
1.1 Aim: To Analyse the impact of customer satisfaction and customer loyalty within the
hotel industry in the UK.
1.2 Objectives:
The objectives of the present dissertation are explained as follows:
1- To understand the concept and different factors affecting customer satisfaction
and customer loyalty within the Hotels Industry UK.
2- To determine the impact of customer satisfaction and customer loyalty within the
Hotels Industry UK.
3- To recommend ways to increase customer loyalty through increasing the level of
customer satisfaction.
1.3 Rationale of the study
Assessing the impact of customer satisfaction on loyalty, is very important as it
helps corporation to increase their revenue by applying different ways to grab the
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attention of buyers. The concept of customer satisfaction and loyalty are considered as
the most prominent aspect for the growth and development of business. As this serves
as the basis to increase sales turnover and expand business at international
marketplace (Bowen and Chen, 2001). At present business face issue related to
customer retention which take place as a result of inability firms have in meeting the
expectations of buyers. In some cases, firms do not understand the need of buyers, in
turn fail to provide the right product or services. This research area is interested in the
reason behind maintaining a competitive edge of the business in the marketplace. Thus,
it is important to conduct this particular study to learn about weaknesses and strengths
of the firm along with assessment of all its competitors. Furthermore, the study under
investigation would be effective to allocate the resources in an optimal manner, to meet
the expectations of all related consumers. Moreover, the study aims to understand the
reasoning behind customer dissatisfaction and consider areas of improvement. Finally,
appropriate systems to maintain the higher level of customer satisfaction are selected
and applied on the basis of outcome of the investigation so as to maintain the loyalty of
buyers.
1.4 Discussing theoretical or conceptual framework
The conceptual framework of current study is based on vivid insights which is
developed with the help of use of appropriate source of information. The research shed
light on different models applied to understand the consumer satisfaction along with
research on getting insight related to their need and preferences. First of all, the
concept of customer satisfaction and loyalty is made clear with the application of
suitable customer satisfaction model. Here, it has been found that when customers are
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provided the services and product in accordance with their requirement at the time their
level of satisfaction increased (Bowen and Chen, 2001). The model of customer
satisfaction shed light on getting the information related to expectations or requirement
of buyers and then accordingly take appropriate decision to increase the market share
of the business. This results in increasing the profitability and thus meet the
expectations of buyers effectively.
Similarly, customer metrics will be used to get the information related to their
satisfaction, expectations and brand preferences etc. This provides additional
information in supporting current to develop in-depth understanding about the topic.
At the same time, decision to stick to particular brand is taken by the buyers.
Furthermore, different factors such as quality, price and variety of services are
considered under the most important aspect through which brand loyalty can be
ensured. At the same time, suitable mode of communication is also effective which in
turn firm effective establish better relationship. Apart from this, customer
recommendation, share of wallet and trend in spending are some the factors which will
be considered for increasing their level of satisfaction and thus its impact on brand
loyalty. Moreover, customer brand relationship model will be applied for better
understanding about impact of customer satisfaction on brand image of the business. In
this manner, factors leading dissatisfaction or satisfaction are identified so as to assess
its direct relevance with brand loyalty. It proves to be effective for hospitality sector to
explore different areas which requirement improvement in their service quality. Hence,
conceptual frame would ascertain varied factors leading satisfaction to consumers and
the consequent development of loyalty towards a particular brand. In this manner,
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structured procedure will be adopted under which at first concept of customer
satisfaction and loyally will be understood. It would be followed by factors through which
brand image of firm is created and how it links to satisfaction level of users. Apart from
this, at last research shed light on impact of brand image on users’ loyalty.
1.5 Main terms of the study
There are different terms applied in the current dissertation which are defined as
follows-
 Customer loyalty- The term customer loyalty refers to the likelihood of buyers to
purchase a specific brand on repeated basis in accordance with some specific
terms like variety, quality, price or others.
 Customer satisfaction- It is the marketing term used by business in context of
particular product or service that whether it is meeting expectations of buyers or
not. The term customer satisfaction assists business to focus on lacking areas in
order to retain buyers for longer time span.
 Brand image- The term brand image refers to impression of particular service or
product held by potential or real customer. The brand image of an organization is
developed with the passage of time via advertisement and communication
strategies.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is the most important chapter which consists of different
secondary data for the purpose of developing deep understanding. It would be effective
for scholar to collect large amount of information and draw valid outcome. It involves
varied studies whereby related concepts of customer satisfaction and customer loyalty
is clarified. The current literature review is based on assessing the impact of customer
satisfaction on loyalty, themes are prepared. These themes are helpful for the purpose
of presenting the collected data in an effectual manner. The first theme is about
understanding the concept of customer satisfaction that how it is derived and how it
proves to be effective to reach the outcome. Therefore, factors affecting the customer
satisfaction and loyalty are identified so that accordingly impact of the same can be
seen on retention of buyers in hospitality industry.
Background literature
2.2 Concept of customer satisfaction and customer loyalty
According to Comegys, Hannula, M and Vaisanen, (2006) customer satisfaction
serves as the most important objective in the field of marketing. Here, organizations put
efforts to increase the level of satisfaction so as to predict their purchase intention
towards a particular brand. Though, is consider overall behaviour of buyers in term of
brand choice, purchase intention, repurchase and switching behaviour. All these factors
are considered with the help of implementation of right kind of marketing strategies.
Devaraj, Fan and Kohli (2006) reviewed that customer satisfaction begins with the
overall evaluation of after purchase decision. It reflects that fulfilment response of
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consumers. Similarly, Eskildsen and Kristensen (2007) defined that satisfaction of
buyers is the feeling of disappointment or pleasure related to the particular brand in
relation to their expectations. Earlier the issue related to dis-confirmation of buyers’
expectations affecting the performance of the business. However, it was based on three
outcome of consumer brand evaluation under which actual performance is compared
with the certain standards. Here, the first one shows confirmation under which
performance of product and services matches with the standards set by the consumers
which tend to bring neutral feelings. On the other hand, positive disconfirmation tends to
derive satisfaction under which performance of product or service go beyond the
standard.
In addition to this, negative disconfirmation reflects that performance of services
worse than set standard that bring forth outcome as dissatisfaction among consumers.
Owing to this, decision related to satisfaction and dissatisfaction is taken on the basis of
comparison made between performance of the product and services in accordance with
the standard. There are some factors which influence customer loyalty that impact the
customer loyalty such as discount offer and promotional code which help in encouraging
customer to buy product and services. It organization take feedback from its customer
and make improvement in the product which help in increasing customer loyalty. Along
with this digital also help in building customer loyalty because it helps; in making
interaction with customer. Along with this it also helps in removing barrier between
customer and other company. Firm can conduct research for identifying their needs and
wants, so that it can make product according to the needs and wants of customer.
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Another method for influencing the customer loyalty that is social media it plays
significant role in making strong relationship with customer. There are different social
networking sites which help in increasing sale of product and services. Further it is easy
way to find out what people think about their company. From the research is has been
identified that more than seventy percent of people state that information finds out that
social sites influence their buying decision. He further highlighted that online customer
services also influence the loyalty of customer. Face to face interaction help in getting
more information what people think about company which help in modifying product and
services. If customer problem listened organization then satisfied the customer.
Customer want high quality product and services so company need to focus on
improving services so that it can easily increase satisfaction level of customer.
2.3 Identifying different factors affecting customer satisfaction and customer loyalty
within Hotels Industry UK
According to Hsu (2008) customer satisfaction is gained with the help of different
factors such as offering them services on right time and meeting their expectations
effectively. This aspect enables customers to shed light quality of services that whether
they are getting right kind of services or not. For this purpose, Harn and Adeline (2008)
asserted that varied factors such as friendly workforce along with their helpful nature
and quick services. It is significant for business to identify different factors that helps in
affecting customer satisfaction and loyalty. Therefore, it is essential for business to
adopt effective strategies so that loyal customers could be retained within firm for long
term. There are different methods such as employees focusing upon developing
effective working environment and maintaining effective relationship with clients helps in
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satisfying their needs. Thus, it is the best way through which customer satisfaction and
loyalty could be obtained. It also helps in improving the performance of firm in market.
Jiang, Jones and Javie, (2008) argued that less skilled workforce create issue for the
business by disappointing consumers. They face issue in understanding the problem of
consumers and offering them suitable kind of services in accordance with their need or
expectations.
On the other hand, good value of the business and billing clarity are some of the
crucial factors which has positive impact on the satisfaction of the guests and make
them to be able to develop loyalty towards the brand. It is indicating that employees are
the most important aspect behind increasing the satisfaction level of customers. It is
helpful to ensure success of the business in the marketplace along with greater
profitability and strong market position. Koo, Kim and Lee (2008) critically evaluated
that, competitive pricing, service quality and bulling timeliness are other important
factors which play important role at the time of rendering services to end users. For
example, availability of right kind of prices makes it possible for corporation to retain its
customers and derive higher level of satisfaction among them. It could be stated that
there are different factors that affect customer satisfaction and loyalty within hospitality
industry. Therefore, it is significant for business to carry out study in regard to
understand the different factors that helps in understanding their relation to attain
desired results.
Liu, He, Gao and Xie (2008) reported that services, billing and quality as well as
employees are some of the key factors which aid to meet the expectations of all related
parties. In this manner, firm can easily address the issues which are being faced by
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customers or other related parties. It proves to be effective to catering requirement of all
related parties and offering them appropriate kind of environment. In this manner,
overall customer satisfaction is derived through effectiveness in service delivery system
along with quoting fair prices. There are some factors which influence customer loyalty
that impact the customer loyalty such as discount offer and promotional code which help
in encouraging customer to buy product and services. Also, hospitality firms are
required to focus upon identifying the needs of customers and provide them services
accordingly. Thus, it is the best way through which sales and profitability of firm could
be enhanced. It also helps in improving the services offered by hotel and thus obtain
satisfaction among customers. Thus, evaluating the responses results in improving the
performance and thus achieve set targets. It is the best way through which satisfied
customers could be enhanced and thus brand loyalty could be improved.
According to the view of Schweizer (2008) the core offer impacts how long will
the customer will stay and be loyal towards the products and services of the company.
This considers various factors such as location, standard which is being offered and the
quality of products and services. Also, elasticity is one factor which impacts the loyalty
of customers. If the products and services are more commoditised, there are more
chances that customers will move around while is they are required to do a lot of
research on products and services then there are more possibilities that they will have
faith in their decisions. He further asserted that quality is the most significant factors
which influences contentment of customers. Business is required to train its employees
in an effective way so that they could enhance their skills and capabilities and thus
improve their performance in market. Business should identify the capabilities of their
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workers and thus provide them appropriate task so that they could easily accomplish.
Employees need to provide effective services to their guests in terms of increasing
satisfaction among clients and raising profit margin. Through proper treating of guests,
they could be satisfied and thus focus upon visiting again in hotel. Thus, it is the best
way to satisfy the needs of clients and give tough competition to rivals.
2.4 Determining the impact of customer satisfaction and customer loyalty in hospitality
industry of UK
Roman (2007) asserted that customer brand relationship model can be applied in
the current scenario under which different factors affecting buyers’ decision-making
process will be also be understood. Here, brand objectives and customer emotion
journey is considered. The parameters decided on the side of customer-emotional
journey are aware or familiar, curious or engaged as well as affectionate or passionate.
Along with that fanatical or protective is also included in the same which tend to affect
the performance of the business. It is because when customer is well aware of the
product or familiar with the same then decision of their will be different in both the
situations. Apart from this, some of the customers are highly engaged with the
corporation as they become loyal towards the business so as to meet their expectation
or daily routine in an effectual manner. This can be accomplished with the help of
having direct communication with the business whereby it becomes easy to understand
the preferences of consumers. However, some of the customers are passionate
towards a particular brand due to its features and quality or many other factors. These
things motivate them to take quick purchase decision from the mentioned brand.
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Schiffman, Kanuk and Hansen (2008) argued that users who are getting services
from a particular brand might be satisfied and it is the major reason they do not to
another brand. It can be critically evaluated that other related factors variety of options
and lucrative offers make them able to access services offered from a particular brand.
It can be critically evaluated that emotional journey of customers is considered by the
brands so as to retain them for at least some specific time span. It would be effective for
business to increase rate of return along with increasing sales turnover. However, firm
also being comfortable to access cost effective sources of finance if customers are
retaining. This is made possible with consistent increase in sales revenue along with
higher profitability. Not only this but chance to expand the business also increases.
Comegys, Hannula and Vaisanen (2006) argued that brand objectives of an
organization matter a lot. It is because some of the business has only motivate to
increase the revenue along with drastic expansion of the business. This might not be
effective to gain the attraction of buyers and make them more focused towards a
particular brand. However, tailored community engagement, community building and
awareness are some of the specific aspect of the firm through which business gather
detail information and support them to create its reputation in the marketplace. Apart
from this, brand objectives are made in the line of customer preferences. This proves to
be effective to address issues which are being faced by customers and provide them
comfort zone by offering them good quality of services. It aids to cater need of all
related consumers and enable business to secure its strong market position.
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1.5 Focal literature
It is the considered as the most important part of literature review under which
researcher of the includes all important models related to study. It would be effective to
clarify the scenario and enable research to accomplish the study effective so as to
gather valid outcome effectively. The development or incorporation of varied models
make it possible for researcher to present the scenario effectively and reach at the
outcome of the investigation. It has been explained as follows-
The following model is showing relationship between customer satisfaction and
service quality. According to Bowen and Chen (2001), customer satisfaction and service
quality are positively related to each other. In case quality of services changes then
same changes can be seen in term of customer satisfaction. Owing to this,
management of corporation shed light on meeting expectations of buyers by offering
them good quality of services. This aspect proves to be effective in supporting
customers and resolving all of their issues effectively so as to promote image of the
business. It can be critically evaluated that the satisfaction of customers and quality are
directly linked to each other (Bowen and Chen, 2001). However, the perception of
customers related to assurance, reliability and empathy as well as responsiveness are
focused in case of service quality. This aspect represents that how customers perceived
quality of product and services.
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The above-mentioned model is reflecting that service quality is the basis to
determine the customer satisfaction. It is because when customers are offered services
by focusing upon its quality, situational factors and price as well as personal factors.
This scenario makes it possible to address issues which are being faced by buyers and
provide them comfort zone where they can effectively become loyal towards a particular
brand. In this manner, quality of services shed light on customer satisfaction and
accordingly results can be seen in term of their loyalty towards a brand. This in turn
corporation can effectively contribute towards growth of the business along with
decision related to expansion. This phase is made possible only with the help of
meeting the expectations of all related parties and retaining customers for longer time.
Koo, Kim and Lee (2008) asserted that hospitality sector of UK shed light on
opting suitable strategies whereby customer loyalty is achieved. For this purpose,
factors such as focus on customers and creation of value perception are important. This
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makes it possible for firm to shed light on specific factors and modify the current
marketing strategies in the same direction. This proves upward growth for the business
which proves to be effective to create competitive edge in the marketplace. Schiffman,
Kanuk and Hansen (2008) argued that concept of loyalty is very important which cannot
be taken for granted. It is the on-going procedure wherein customers must be kept on
providing better quality of services. Furthermore, using the approach of loyalty
companies ensure close tie with customers in order to make them aware of availability
of varied products.
It can be understood with the help of following mentioned aspects in the
diagram. It is showing that marketing strategies are initiated through business and
consumers both. For this purpose, corporation can effectively develop good relationship
with business and accordingly its results can be observed in term of higher rate of
return. This proves to be effective for catering requirement of all related parties and
build goodwill of the business. The first element is showing business to consumer online
marketing which ensure the interaction of customers and business. At this juncture, firm
recognize the requirement of business and they are provided services in the same
manner. The phase or concept of online marketing is continuously increasing. It is the
major reason behind the growth and development of the business. Owing to this,
corporation can effectively support all operational activities so as to deliver good quality
of services to large number of buyers.
Apart from this, consumer to business model related to online exchange of
services. This facility is being provided to customers for replacing their old items with
new one along with offering them a facility to buy new product. However, there are
14

some customers who seek for the products which can be purchased on relatively low
price. It enables corporation to effective ensure the continuous procedure of sale and
increase the level of customer satisfaction. Apart from this, business to business
transaction also take place over the online domain. This facilitates consumers to get the
right product with the help of searching the most appropriate information. In this
manner, business create its goodwill and ensure two-way communication with its
clients. Owing to this, varied kind of concepts are taken into account for promotion of
sales strategy. However, some of the communication barrier crate issue of corporation
in meeting the liability related to business.
1.6 Identifying the research questions
The research question of current study is explained as follows. It is framed in
accordance with the research aim and objectives. This is very effective to meet the
purpose of the investigation as varied studies are refers in accordance with the framed
research questions. The first research question indicates that concept of customer
satisfaction and loyalty is considered where focus is laid on understand the factors
which are affecting the concept of customer satisfaction. This enables researcher to
apply the suitable strategies and accordingly follow the most suitable approach for
meeting the objectives. In addition to this, impact of customer satisfaction is analysed
on brand loyalty of customers.
 What are the concepts of customer satisfaction and customer loyalty with
different factors affecting both within UK hotel’s industry?
 What is the impact of customer satisfaction and customer loyalty on UK hotels
industry?
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 What are the recommendations to increase customer loyalty through increasing
the level of customer satisfaction?
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CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY
3.0 An introduction to the chapter
Research methodology constitutes to be the third chapter of the dissertation and
enumerates the entire process which the researcher has employed in collection of all
the relevant information and the required data, of research. This investigation is based
on an interpretivism approach of research which in turn reflects a qualitative approach
of analysis. It is an effective measure to be used in carrying out secondary research
work based on secondary sources of information. Such type of approach is more
focussed on an analytical disclosure of meaningful practices required to be
implemented in the research (Mackey and Gass, 2015). This section is considered as
one of the most crucial sections of the entire dissertation as it determines the
authenticity and reliability of all the data which has been utilized in undertaking the
study. Primarily this section includes the collection methods like secondary data
collection done through observatory measures by referring to records and documents
from company websites, etc., and on whose basis, the present study has been
undertaken. The design describing the manner in which study has been taken place and
lastly, the philosophy with which the researcher has studied the relevant aspects. In
addition, all the methods of data collection and various tools employed for analysing the
collected data in an effective manner has been described (Pierre, 2012). It formulates to
be one of the most fundamental sections of the dissertation as on the basis of all the
mentioned techniques, all the critical decisions have undertaken.
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3.1 Design Approach
This dissertation is based on qualitative design approach which in turn indicates
the application of interpretative analysis. Such type of design approach is helpful in
focussing upon the subjective nature of the selected research topic. Interpretative
analysis is qualitative approach that aim to provide detail explanation of present
research. It is useful in order to carry out research. This methodology assures the
effectiveness with which the researcher accomplishes the entire study. One of the
greatest benefits which can be realized through this means in the form of assurance
that no relevant aspect is left unaddressed. The research approach can be undertaken
in the following two different aspects as – Inductive and deductive approaches. The
former requires the investigator to apply all the relevant theories and observations of
scholars to understand the topic under consideration (Hovorka, 2016).
As per the view of Interpretivist methodology leans towards the collection of
qualitative data and uses method that is unstructured interview and participant
observation which provide the useful information. On the other hand, positivism is
known as scientific approach with the use of method that is highly organised and
measurable. They are basically based on approaches which is taken by the scientific
community which is involved in researching behaviours in the natural world.
Furthermore, there are two approaches which is undertaken for completing the
research. First one is interpretive and second one is positivist. According to the Lin, and
Weisman, 2001 Interpretive method of research study is based on case study.
Therefore, case study can be single or multiple. On the other hand, interpretive
approach is one of the more measurable approach which is created on patterns forms
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and technical methods. Reasons for using interpretative case is that research design is
blue print in order to gathered the information, analysis of data. For completing the
research qualitative research approach is undertaken.
3.2 Data Collection method
Collection of data can be undertaken primarily through two different sources i.e.
the primary and secondary sources. In order to undertake an effective research, it is
crucial to gather information and data which is highly diversified and authentic (Taylor,
Bogdanand DeVault, 2015). Another key consideration is the using of social media
reports, TripAdvisor of customer reviews discussing customer satisfaction and loyalty
were obtained to evaluating what the customers like and dislike about the hospitality or
tourism industry in the United Kingdom. Furthermore, the triangle below has reflected a
significant use of tourism PDF document from website, newspapers and the analyses
are made in a comparative study which was completed on text analytics based on three
major five stars hotels in UK. Lastly, the triangle has reflected a significant use of
tourism PDF document from website and newspapers.
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3.2.1 Document analysis
There is wealth of literature which reports interpretative method (Xu and Croft,
2017). At the time of conducting research document analysis qualitative is basically
applicable on qualitative case studies. This method mainly involves a combined
approach of skimming, interpreting and reading the undertaken information where it also
signifies the combination of two analytical procedures namely content and thematic
(Creswell and Poth, 2017).
For the present dissertation, the secondary sources of data collection have been
done by utilizing different departmental papers based on certain reports from social
media, such as TripAdvisor online customers reviews. Further, such type of analysis
namely document analysis specifically implements on qualitative studies based on
literature review (Mackey and Gass, 2015).
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3.2.2 Triangulation:
For triangulation purpose, document analysis incorporates with various combined
set of methods to be used in conducting an effective research work. It is specified to be
another most effective strategy for carrying out a qualitative study. Herein, triangulation
is used to fulfil a validated study with verified sources (Hussein, 2015). Also, use of one
or more sources is said to be beneficial in such type of studies supported by
triangulation. It is due to one of its beneficial aspect where triangulation helps in cross
checking the referred sources. Beside this, triangulation is also known to minimize the
state of partiality in the undertaken study. Considering two sources of information, the
present study has involved the use of various research papers and DOH papers, etc.
Further it allows the investigator to provide an assured evidence with credible
information in it. After analysing the collected set of data, researcher can easily focus on
the findings However, there together exist some major disadvantages of triangulation
that can negatively impact on the research work (Carter and Neville, 2014). This include
a foremost concern of cost where the researcher may require to use large set of
budgets. Apart from this, it is also referred to be a time-consuming process where it
necessitates for statistical comparison and that adds an extra layer of cost and time.
3.3 Data Analysis
With the help of triangulation, the above described set of data makes it easy to develop
full and comprehensive literature along with content analysis table. There are three
main themes which have enabled the applied structure of this dissertation as described
below-
- Factors associated with Customer Satisfaction
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- Factors associated with Customer Loyalty.
- Recommendations from customers about improving loyalty and service.
It is essential for the researcher to carry out data analysis methods to analyse the
data. The present dissertation will make an effective use of qualitative method of data
analysis. All set of data that are collected by utilizing secondary sources are assessed
in order to attain the study aims and objectives in most effective and efficient manner
(Seear, Gandhi and Sharma, 2011). Undertaking for analysing the gathered set of data
during the entire process of research formulates to be a crucial portion in the process of
research. Moreover, this also enables the researcher to extract specific answers of all
the research questions which have been framed at the initial stage of the research.
Document analysis is referred to be yet another well-known form of qualitative research
where the documents undertaken by the researcher is further being interpreted by the
investigator. Herein, there exists a vital use of coding content to effectively translate it
into themes to be used in the study. The two forms of techniques which can be
deployed are quantitative and qualitative techniques. The former is an analysis of data.
On another hand, qualitative techniques are applied in the event the data is in non-
numeric format. In the present research, qualitative research is carried out.
It is important to understand that such data is always qualitative in nature and
thus requires suitable techniques for analysis of the same. Therefore, in the present
case the responses contained in all the questionnaires have been analysed by forming
different themes. Hence, a thematic analysis of the data so collected has been
undertaken by the researcher, in order to determine the desired findings.
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3.3.1 Content analysis
Content analysis is a way where information is organised in different categories to
specifically regard the research questions (Neuendorf, 2016). The literature review is
consisting of different articles and noting the emerging themes. Further, national
document which is evaluated in light of the content analysed in the literature review and
this then triangulated with customer loyalty, customer satisfaction and feedback.
3.3.2 Thematic analysis:
Thematic analysis is the formation of patterns in data which in turn creates
emerging themes for the categories of analysis. In the present dissertation, it considers
focused reading and re reading of the data (Hoffman and Woollams, 2015). Thematic
analysis is said to be one of the most widely used measure for conducting studies
based on qualitative method of analysis. It is one of the most suited method that can be
even applied by novice investigators who are not very familiar to any complex
procedures of research.
3.4 Evaluation
Document analysis is known as a qualitative and interpretative research
methodology which is useful for answering the three research questions (Lin and
Weisman, 2016). Therefore, for evaluating the data, it is important to look at the
documents from a critical perspective. In the present research, hotels industry in United
Kingdom has been used to analyse the customer reviews of social media, TripAdvisor
official website in order to better understanding the satisfaction and loyalty aspects of
the hotels customers. Therefore, the research study was focused on three different five
stars hotels within UK, such as Hotels A, B and C. This provided an insight evidence to
23

analyse the impact of customer satisfaction and customer loyalty within the hotels'
industry in the United Kingdom.
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CHAPTER 4: PRESENTATION OF FINDINGS
4.0 An introduction of the chapter
After reviewing the literature in conjunction and considering the key findings,
following key themes have been emerged.
1- Quality service leads to increase the satisfaction level of the customers.
2- Customer satisfaction is positively associated with customer loyalty.
4.1 Service quality leads to increase customer satisfaction
There are three main themes which have been emerged from the previous
chapter of literature review which is to be attentive towards customer’s needs, listening
to them and inspecting the fulfilment of their ascertained requirements.
4.1.1 Being attentive to customer’s needs
According to the view of Pizam and et.al. (2016), in the present time, it is
important for the hotel industry to understand the significance of service quality.
Excellent customer service is essential for hotels in UK where it is referred to be one of
the most important factors that make relates the business with its client’s. One of the
basic needs for every business is to keep their customer happy and satisfied for
retaining them for a longer time period and stop them from switching to another brand.
Magnini and Simon, (2016) have stated that one of the main issues that is often faced
by the firms at the time of delivering their services to the customers is to manage the
quality which holds a noteworthy importance to the satisfaction level of the customers.
Employees of the hotels industry also needs to focus upon delivering high-quality
services to their customers. There exists lot more benefits to the firm in case they
effectively do so. It is because, delivering high quality services will not only assist them
25

to hold their customers for a longer time period but will also lead to enhance the image
of their brand which will in turn raise their customer base. Though, it is important for the
firm to be attentive towards the actual needs of the customers to easily attract them
towards their highly efficient services.
Review which is taken from site 1 says, “service quality is very important for me –
if the quality is bad, I never return”. This clearly indicates the importance of service
quality for the customers where it plays a significant role onto their experience. This is
where the quality of the provisioned services is directly compared to the prices paid by
them while receiving the same.
Further, the review taken from site 2 states about yet another viewpoint of a
customer which states- “Very warm welcome with great customer service from
management who made our stay very enjoyable!!” This specifies about a major
responsibility of the management to focus upon the exact requirements of the
customers to make them feel good about a comfortable stay with all required amenities.
By which, they will together refer recommending this to others and this will lead to
enhance their customer base.
4.1.2 Paying attention to the customers
As per the view of Rahimi and Kozak, (2017.) To enhance customer services, it
is important for the firm to listen to the problems of the customers and solve them on
time. It is important for the staff members to ensure that the customers should not face
any kind of issues in the hotel or regarding the services provisioned to them, at the time
of their stay. All problems reported by the guests should be listened carefully and
26

resolved on due period of time. Friendly staff behaviour is also referred to be yet
another essential aspect where the customers should not get disappointed from any
rude behaviour by the staff members to avoid creating any negative image of the hotel.
Therefore, considering the review taken from Trip advisor regarding Hotel A which is
“Review 7: Great staff, nice vibe, excellent location, it can be said that STK restaurant is
very good and has some really good options of food with very good services. They used
to clean their room twice a day and we never have to ask for something where all were
already on top of things.” From the above-mentioned review, it is stated that customer
satisfaction level directly tends to increase if the staff members are enough cooperative
in nature and support customers all the time.
On the other side, review taken for Hotel B is “Review 2: Our stay at One Aldwych was
wonderful. A very classy and chic hotel with an excellent location for exploring London.
The staff was attentive to every detail and the rooms were very clean. Great spa and
pool and restaurants too.” The above review states that the services provisioned to the
customers reflected their commitment towards work and were enough sufficient to fulfil
the undertaken dimension of their quality service. Hussein, (2015) has further analysed
the importance of an informed customer where it can effectively enhance the
satisfaction level of the customers to a great extent.
4.1.3: Need of provisioning quality services to value customer’s money and avoid the
existence of dissatisfied customers paying high for worthless services
According to the view of Smith, Martinez and Sabat, (2016) time and money are
two main consideration of almost all customers while purchasing any sort of products
27

and services. Therefore, it is important for the staff members to deliver good quality
services to value the money paid by the customer. Also, at a suitable time period for a
timely fulfilment of customer’s need. This is on considering the willing sense of the
consumer to timely pay for their fulfilled needs and demands, where the company
should together make it a mandate clause of satisfying client’s requirements by
providing quality services to them. It is also to avoid any state of disappointment in the
consumers where they should not feel that they have wasted their money on worthless
services. This way, they will respect both their time and money. Review taken for Hotel
C is, Review 9: “We stayed in three rooms for three nights. We asked to keep one room
until 5 pm before leaving for airport. We were happy to pay the extra. The reception said
no room available and we had to check out at noon. But we found in TripAdvisor that
there were many rooms available”.
This shows a disappointing behaviour at the part of hotel authorities where they left their
customers in the state of dilemma and they regretted staying there by together
mentioning the price paid by them. Therefore, it is important for the firm to focus on
delivering high quality services to the customer at their mentioned price range. It is
together important for the hotel to provide accordant services to the consumers when
they are ready to pay for them. This is mainly on considering the above given review
where Hotel C denied to make additive arrangements for the client even when they
were ready to pay any extra charges for the same. Hotel A Review 4 is “The staff,
location, and wi-fi is fantastic. Room size is on the smallish side, but immaculately clean
and definitely adequate for a London stay. Walking distance to EVERYTHING. Free
smartphone in the room loaded with google maps to help you get around. Smartphone
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also comes with free local and international calls to some destinations. This hotel is
great. I have stayed in many in London, but this one I would return too.”
It reflects that customer satisfaction is directly linked with that to the availability of
services where they mostly expect the hotel to offer the services at a reasonable price
range or with extra packages like Wi-Fi facility etc. This is important to hold the
customers for a longer time period.
Hotel C Review 7 “Inexpensive in comparison to other comparable hotel status levels.
The attention to detail and the quality of customer service is one to be reckoned with. I
absolutely loved this hotel. From the swanky bar and breakfast selection downstairs, to
the modern feel of the hotel room floors. Also, just a tip--ask to stay on the 4th floor. The
rooms are very spacious and level of technology is non-stop fun. Perfect for the tech
savvy or those looking to celebrate life. Note: make a reservation for STK and most
definitely radio-bar. The views from the top are beautiful however it fills up very fast.
Hotel guests are mostly given priority but it is opened to the public”.
The above review states about the significance of room price that also makes an equal
impact on the satisfaction level of the customer. It is thus important for the firm to
ensure that the customers should not face any kind of problem related to the price
determined for the room provisioned to them and encompasses effective services, as
promised by the hotel within their structured price range.
4.2: Customer Satisfaction is positively associated with customer loyalty
There are three main themes that have emerged from the literature review chapter
and involves Affective commitment, Personal relationship and Loyalty reward.
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4.2.1: Affective commitment and loyalty reward
According to the view of Angamuthu (2015) effective customer commitment leads
to increase the sales and profitability of the firm. A Loyal customer is a key to success in
the present time and there exists many such hotel companies that frequently offers
various loyalty program related offers to their guests where many of them don’t even
know about it. This research has thoroughly analysed the importance of an effective
commitment required to be done by an organisation as a vital factor of attaining profits
from a satisfied set of customers. There exist various loyalty programs that can be
implemented for attracting more number of customers where this will involve offering
earning points to the guests whenever they book a room in the hotel. After their stay,
they can then redeem the points and can purchase anything from the hotel from those
earned points. Further, if quality services are delivered to the customer, then it can
easily lead to increase the loyalty of the customers.
The customer review taken from trip adviser for Hotel C states that- “Review 6:
“Great staff, nice vibe, excellent location. The STK restaurant is very good with a good
selection of food and very good service. The room was clean and checked on twice a
day --- we never have to ask for something they were on top of things.” From the above
review it can be said that customer satisfaction is directly linked with that to the quality
of services that are being received by the customers. Such as neat and clean room,
regular communication, quick resolution of any pertaining issues, etc.
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4.2.2: Personal relationship
Khuong, and Ngan, (2014) states for any organisation associated with hotel
industry, maintaining an affable professional relationship is duly important to retain them
for a longer period of time. For this purpose, it gets important for them to always have a
welcoming approach towards them with quality services under an affordable pricing.
This could however turn in creating personal terms with the clients from which they will
avoid missing the chance of attaining the services given by their preferred hotel. It is
therefore essential for the hotel organisations and their staff members to use active
listening techniques to easily understand any issues that are currently being faced by
their customers while their stay and resolve the same with some effective measures.
Making personal contact with customers will lead to build a trustworthy rapport Talking
with the customers is referred as one of the best way to collect direct feedback from
them. As per the review for Hotel C, Review 5, the customer stated that- “The reception
at the hotel is always first class - from the doorman to checking in, excellent service.
The rooms have different standards - from more "London traditional" to most modern -
the suites are great with view down across Waterloo Bridge - a must try!”
From the aforesaid review, it can be stated that if the front desk communicates in an
effective manner and builds an affable relationship with the customer’s, then it directly
leads to enhance the satisfaction level of the customers.
On the other side, Review for Hotel B Review 9 have stated that “Staying for 1 night
with 2 children under 10 - from the moment I booked it's been a great experience.
Lovely email asking if I had anything I could help with before I even arrived. From
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concierge to reception, excellent experience, very early check in accommodated and
nothing seems like too much trouble for the lovely staff. Breakfast booked for tomorrow
morning in my room so no food review, however, experience so far is great. Rooms are
of great size, especially for the location and so clean. Thank you to the staff for making
this such a lovely experience.”
It shows that a personalised email specially send to the customers boarding in to inquire
any of their concerns is one of the best way for creating a good relationship with the
guests.
It has been argued by Lin, Bachilo and Weisman, (2016) that hospitality industry is all
about getting connected to the clients for a clear understanding of their actual
requirements and fulfil the same on a due period of time. For this purpose, it is essential
to build relationship with new guests as well as the co-workers where personal
relationships can be built only if the management is vigilant about the issues faced by
their customer’s and believes in resolving them on time.
4.2.3: Increase in customer complaints
According to the Rao and Sahu, (2014), rude behaviour of employees directly impacts
the sale and profitability status of the firm. Therefore, it is essential for the employee to
communicate in a polite manner with their customers to avoid any sense of
dissatisfaction in them.
Considering the Review 4 of Hotel C in which the customer has stated that: “Had a
lovely stay at the ME London for my birthday celebrations. The staff were all very helpful
and friendly and we had some lovely added extras to add to the celebration so thank
you to everyone. We will be definitely returning.” Supportive staff members with a kind
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behaviour is also one of the best way to attract large number of customers. It is
important for the staff members to politely treat the customers addressing and resolving
all their issues on time”.
4.3: Recommendations from customers about improving loyalty and service
There are three main themes which are emerged from the literature review chapter
that is Asking for feedback, Understanding the needs of guests and Possessing a well
trained staff.
4.3.1: Asking for feedback
According to the view of Yang, (2015) it is stated that taking feedback from the
customers is one of the best measure for enhancing the satisfaction level of the
customers and improve the quality of the services provisioned to them. Feedback are of
two types that is positive and negative (Wang and et.al., 2017). Both types of feedback
are important for bringing improvement in provisioning effective services to the clients. It
is where negative feedback’s given by the customers helps in quickly improving the
quality of the services. However, positive feedbacks amplify the brand name and assists
in enlarging the overall scope of the business.
Hotel A Review 6: The entire staff of the hotel is well trained in the art of hospitality and
provides flawless service. Truly 5 star, you won't find better service anywhere”
The above review reflects a positive feedback that has been received by a
gratified customer of Hotel A. From which, it can be stated taking feedback is one of the
best way for bringing improvement in the quality of services that are being provisioned
to the customers by the employees.
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The Hahn and et.al., (2017) said that a comprehensive guest survey assists in
obtaining relevant feedbacks from the customers where it also aids in analysing the
same. The good old survey method with the help of questionnaire is no more referred to
be an effective way of gathering feedback from the guests in the present time. Into
which, the guests are basically asked to fill the forms at the time of checkout where they
are required to state about their experienced issues for further prevention of the same.
However, this means to ignore the issues that are already being faced by the customers
at the time of their stay which in turn destroys the brand image of the hotel. Smith, and
Sabat, (2016) have hereby argued that direct communication with guest and mangers
assists in a timely recognition of the customers’ needs and complaints, if any. Pizam
and et.al (2016) have advised that hotels should continually ask their guests to provide
feedback at the time of their stay and ask for its quick resolution.
4.3.2: Understand the needs of guest and loyal customers
According to the view of Magnini and Simon (2016) Guest’s requirements plays a
significant role in improving the image of a hotel’s brand name and enhance the
satisfaction level of the customers. Customer’s needs of can be fulfilled only if the staff
members attentively listen to the queries raised by the customers and responds them
on time.
Hotel C Review 6: Great staff, nice vibe, excellent location. The STK restaurant is very
good with a good selection of food and very good service. The room was clean and
checked on twice a day --- we never have to ask for something they were on top of
things.
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It shows that if customer’s needs are well understood and fulfilled on time, then it leads
to enhance their satisfaction level and generates loyalty as well.
Wang and et.al., (2017) states that customers are an important constituent of a
hotel, it is important for the firms to understand the realistic needs of the guests and
provide accordant services to them. Keeping the room clean is a primary need and
expected by almost all the guests where cleanliness is at the top most list of the
customers. The author has together claimed that from the moment, a guest enters into
the hotel, they firstly notice the cleanliness maintained by the hotel.
According to Hoffman, Ralph, and Woollams, (2015) it is critically analysed that
hotel can increase the loyal perspective of their customers by offering some attractive
schemes such as gift vouchers and discount coupons to them at the time of checking
out. This will definitely insist the customers to further avail the services of the same
hotel. Further they can together focus upon listening to the problems of customers and
duly resolve them for avoiding the formation of any negative image of the hotel in those
customer’s mind whose issues are still unresolved after several complains.
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CHAPTER 5: DISCUSSION
Discussion of findings in relation to the research questions and literature.
5.0 An introduction to the chapter
This chapter will reflect a wider discussion of the research questions in light of the
literature review and its findings. The proposed research questions in chapter 1 are as
follows:
What are the concepts of customer satisfaction and customer loyalty with different
factors affecting both within UK hotel’s industry?
● What is the impact of customer satisfaction and customer loyalty on UK hotels
industry?
 ● What are the recommendations to increase customer loyalty through
increasing the level of customer satisfaction? In this chapter, each of the
research questions will be addressed specifically.
5.1 What are the different factors affecting customer satisfaction and customer loyalty
within Hotels Industry UK.
Chapters 2 and 4 have examined the findings gathered by reviewing the
literature along with the triangulated findings. It has been done by considering the
factors that are associated with satisfaction and loyalty perspective of customers in the
hotels industry of UK. As previously discussed, there exists many factors like quality
services, brand image, public relations that directly impacts upon the satisfaction level
of customers. It is important for the hotel employees to ensure the actual needs and
36

wants of the customers to further meet them on time for keeping them satisfied. This
together leads to impact upon the sales and profitability status of the firms (Piccoli, Lui
and Grün, 2017). Furthermore, as described in chapter 2, it is asserted that there are
more such factors like friendly nature of the employees, quick services etc., that directly
impacts upon the satisfaction level of customers by equally influencing their loyalty.
Therefore, the firms are required to adopt effective strategies for easily retaining their
customers for a longer time period. Overall, customer satisfaction is derived through an
effective system where the enterprises undertake the approach of delivering the
services at fair prices. As discussed in chapter 4, being attentive to customer needs is
yet another important factor that plays a significant role in increasing the sales and
profitability scale of the companies to a great extent. There exist two key factors that are
examined over here and includes valuable pricing of the services and quality. These two
are the reliant variables that impacts upon one another. However, it is together
determined that price is the most important factor for satisfying customers where quality
is a secondary thing that will ultimately rely upon the price (Neuendorf, 2016). It is not
easy for the hotel to make an easy choice of any pricing strategy where they are hereby
required to make an effective use of several information’s to undertake such critical
decision. For taking such an effective decision, it is important for the hotel based
organisations to understand the response of the customers towards changing price in
the market. From chapter 4, it can be stated that the undertaken hotel reviews are
reflected as one of the great source of information that has provided both negative and
positive aspects of the hotels. This is also due to other vital consideration of most of the
travellers where they often check such reviews given by the customers on the official
37

websites of the hotel they are preferring to book for a stay. It is before making
reservation of a particular hotel, they look into the account of satisfied customers prior
booking it online.
5.2 What is the impact of customer satisfaction and customer loyalty a within Hotels
Industry UK.
There are number of factors that impacts upon the satisfaction level of customers by
together affecting their loyal perspective towards the hotel. The main factors that are
taken into consideration in this dissertation are as follows:
 Poor quality services
 Lack of trained employees
 Unclean rooms
 Avoiding queries raised by the customers
As discussed in chapter 2, if customers are ready to pay high prices for the
services, then they are known to demand for quality services. The employees in
such case are required to ensure that the services that are being delivered to the
customers comprises all quality parameters and meet the expectations of the client.
Furthermore, untrained employees are unable to fulfil the needs and wants of the
customers. Therefore, it is important to get them trained for easily understanding the
requirements of the customers and work accordingly. Furthermore, the chapter 4
has reflected some factual aspects where if the customers are not served on time or
their queries not resolved, then it leads to dissatisfy them to a great extent (Mackey
and Gass, 2015). This may result in an intensified switch to another brand where
the customers who switched from the services may never return back. Employees
38

are therefore required to provide effective services to their guests in terms of
increasing the satisfaction level of their clients and raise the profit margin of the
organisation. Chapter 2 has reflected proper treating of guests by the workers
where they could satisfy the customers. This could in turn result in retaining the
customers for a longer time period. Apart from this, section 4.2 has described about
creating personal relationship with the customers where it is one of the best way to
gain their trust and insist them to stay loyal towards the hotel. For this purpose, it is
important for them to actively listen to the feedback provided by the customers and
resolve their queries on time. Customer’s expectations get affected by their past
experiences and information that they perceive online while checking the website of
the hotel they are referring to book for a stay. If the customer gets satisfied with the
services provisioned by the hotel, they are likely to return to the same hotel. Hence,
it is proven that customer satisfaction is correlated to the quality of the services
attained by the customers (Lin, Bachilo and Weisman, 2016). However, if there is
high star rating of a hotel, then their customer satisfaction level is ought to be
greater. Some previously conducted studies have also shown that consumer
perception and expectation of service quality are sometimes related to the cultural
background of the clients. This creates difficulty in accepting the standard and
definition of customer service where it in turn becomes a prime responsibility of the
workers to address any such special requirement of the clients. Further, it is also
found that customers from different geographical region have different perception
related to the quality of the services.
39

5.3 What advice and policies are recommended to increase customer loyalty through an
increased level of satisfaction.
There existed several number of suggestive points that have mainly emerged from
a critical case evaluation.
Asking for feedbacks
Understanding the needs of the guests
Focussing on training the employees
5.3.1 Asking for feedback
Throughout the critical case review, the raised issues are related to the
avoidance of queries given by the customers. It is important to take feedback from the
customers and make accordant changes to easily retain them for a longer period of
time. Chapter 4 has described the understanding power of the employees where they
understand exactly what is demanded by the customers where they do not want them
frustrated from the services (Hussein, 2015). Customer’s feedback is an effective
method for improving the quality of services and gain an increased level of satisfaction
in the clients. From the review taken up from trip advisor about customer satisfaction, it
has helped in understanding the exact needs and demands of the customers to a great
extent.
5.3.2 Understanding the needs of the guests
It is important to understand the needs and wants of the customer where if their
expectations are not met on time, then it could lead to impact their satisfaction level in a
negative way. After analysing chapter 4, it has been identified that location, a friendly
staff, proper arrangements and clean room, etc., are some crucial factors that plays a
40

significant role in increasing the satisfaction level of customers. It is by understanding
the basic needs of the customers, it becomes easy for the firm to enhance their
satisfaction level and retain them for a longer time period (Hoffman, Ralph and
Woollams, 2015).
5.3.3 Focussing on training the employees
From chapter 2 and 4, it has been analysed that if the employees are not trained,
they won’t be able to deliver quality services to the customers. Their behaviour towards
the customers should be polite to avoid any sense of dissatisfaction in them (Hahn and
et.al., 2017). Customer reviews taken up from trip advisor have shown the importance
of cleanliness and friendly employees where both these aspects are mostly preferred by
most of the customers. Further, untrained employees being unable to fulfil the exact
requirement of the customers is together found to be yet another considerate fact.
However, while training employees, the organisation is required to develop their
communication skills to a great extent and by which, the workers can easily interact with
the customers in a right manner.
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CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
6.0 An introduction to the chapter
This chapter will be summarising the key literature, methodology, findings and
discussions. Along with this, it will also address the research questions and reasons for
this work for determining its success. Within this, the strength and limitation of the work
will be identified where this unit will be also followed by another section of
recommendation with suggestive points to increase the satisfaction level of the
customers.
6.1 Conclusion
This is completed with the help of key literature themes which are as follows-
The first research theme is “To identify different factors affecting customer satisfaction
and customer loyalty in the hospitality industry of UK” where both these customer
satisfaction and loyalty are correlated to each other. In case the customers get right
products and services, then he or she is likely to get closer to a high level of satisfaction
attained from the provisioned services. The research questions has aimed to address
the factors that impacts upon the satisfaction level of the customers. It is important for
an organisation to realise that without customer, their establishment would not be able
to continue growing in the market. It is thus important for them to understand the factual
needs and expectations of the customers and serve them accordingly. It can also be
concluded that satisfaction of consumers tends to ensure their loyalty towards the brand
by focusing upon a repeat purchase decision taken up by the customers and the way
they recommend the same to others. In accordance with the secondary data gathered in
this study, the customer gets affected from different factors such as price, variety of
42

options and effective complaint handling procedures. It can be concluded that, in case,
a particular brand provides varied option for the product and services, then they are
likely to purchase from the similar brand. In addition to this, an effective complaint
handling procedure tends to ensure that company respects the value for money aspect
as an excellent factor to be considered where listening to the requests made by the
customers results in effectively meeting up their expectations. It can be critically
evaluated that some of the factors such as bad reception of guests and unclear billing
with ineffective management and poor service quality equally affects the satisfaction
level of the customers in a negative manner and results in reducing the loyalty
perspective of the customers.
Furthermore, skilled and talented staff contributes in addressing issues which are
actually being faced by the customers. Owing to this, it is important to hire personnel
possessing proper knowledge that can support the management to accomplish both
long as well as short term objectives of the organisation for the purpose of creating a
positive goodwill in the marketplace. Moreover, other factors such as club cards, reward
program etc., should be launched by the hotels to grab the attention of buyers and
acknowledge them that the enterprise is regarding the extra monetary benefit that they
are investing in the firm. Apart from this, effective customer handling procedure is
applied by the hotel quickly resolve the issues reported by the customers on time and
retain them for a longer time span.
The second theme is “To determine the impact of customer satisfaction and
customer loyalty at hospitality industry” which concludes that customer satisfaction has
direct relevance with customer loyalty towards a particular brand. It is because the
43

satisfaction level of the consumers will decide whether they will further consider buying
the product and services of a similar brand or not. It would be effective to cater the
requirement of all related parties such as customers, shareholders and organization as
a whole. This is made possible by applying a suitable mode of communication and
interlinking the same with the customers. At this juncture, 5-star hotels are known to
adopt appropriate procedures to offer extra benefits to the buyers and quickly grab their
attention in order to increase the profitability of the business. This is because when the
customers are satisfied, then the company gets benefited from repeat purchase
decision of the consumers. Owing to this, customer satisfaction and customer loyalty
are positively related to one another. For example, in case of failure of the firm in
meeting up the expectations of the buyers can lead to switch the customers from one
brand to another. Considering the same, it can be concluded that the most suitable
factor is to determine the satisfaction level of the buyers for retaining the customers for
a longer time period where its direct impact can be seen on the competitive edge of the
business. Further it is concluded that, training employees is also essential for a hotel for
easily delivering the services to the customers as per their needs and wants. It assists
in increasing the base of the customers where if their identified needs and wants gets
fulfilled on time, then they do not switch to another brand.
6.2 Recommendations
 Providing training facility: Employees are required to be trained for managing
their work on time and fulfil the exact requirement of the customers. Skilled and
talented staff contributes towards addressing the issues that are actually being
faced by the customers.
44

 Maintain relationship: It is important to maintain a considerable relationship
with the customers where they can feel free to discuss their queries to the
workers. Along with this, a quick response to the complaints reported by the
customers also helps in maintaining the loyal perspective of the customers
toward their hotel.
 Follow up customer- It is another most important aspect in order to increase the
loyalty of customers. However, follow up should be done by taking their feedback
regarding the offered services. It makes it possible to increase the satisfaction
level of the customers. In addition to this, survey can be conducted with the
buyers so as to get their reviews related to the services offered to them and rate
the same on the basis of a previously mentioned criteria. This proves to be
effective to retain them for a longer time span. Quality services-The innovation in the services must be ensured by offering
customized services to the users where it will also lead to provide a new
experience to the users and enable them to access good quality services. This
can be done in accordance to the feedback provided by the customers for
increasing their satisfaction level. In addition to this, customized services should
be offered to the customers just not for the sake of catering their requirements
but should be done in more effective manner and giving them an exceptional
experience.
45

 Standardized process-The standardized procedure can be followed for offering
services in hotel. Here, the management must ensure that the workforce is
selected on the basis of a set criteria and the same is followed by the respective
HR department. On the other hand, service is rendered on the basis of specific
standard which must be followed by each staff member. This proves to be an
effective catering of needs to the consumers by together ensuring its expansion
in the marketplace with an increased rate of return. Moreover, the standardized
procedure applied in every aspect should be related to room service, catering or
food department, etc. This gives a unique experience to the customers and
ensure their loyalty towards the firm. Use of new social media strategy-The new social media strategy is considered
as the most effective aspect for the purpose of increasing customer loyalty
among the consumers. It would be effective for the corporation to gain the
attention of the consumers. For this purpose, social media strategy can be
implemented such as Pinterest, Facebook and Twitter, etc. At the same time, a
separate application can be provided along with an effective scheme by adding
reward points. This would be more effective to gain the attraction of buyers and
make them more comfortable to refer a particular brand.
 24*7 services-This kind of services has huge impact on the satisfaction level of
the buyers as they get to know about those potential services that can be booked
at any time of the day. For this purpose, a suitable online portal of the firm should
be developed for the convenience of the buyers. It is proven to be an effective
measure for the customers to get right kind of product and services on right time.
46

It can be critically evaluated that a personalized application or mobile application
which can be used by the customers offering 24*7 hours services in accordance
to their preferences is a highly beneficial measure. It duly enable the customers
to always stay connected with that particular brand.
47

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Bowen, J. T. and Chen, S. L., 2001. The Relationship between Customer Loyalty and
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Carter, N., Bryant-Lukosius, D., DiCenso, A., Blythe, J. and Neville, A.J., 2014,
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Comegys, C., Hannula, M. and Vaisanen, J., 2006. Finnish and US online shopping
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Eskildsen, J. and Kristensen, K., 2007. Customer Satisfaction- The Role of
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APPENDIX
Open and Axial Coding Table:
51

Category Themes Selected
quotes/data
Corroborating
Literature Sources
Factors associated
with Customer
Satisfaction.
4.1 Service quality
(social media sites
1,3,7,8; document 1,
3).
Sub themes/weave
- Being attentive to
customer needs
- Listening and
checking with the
customer.
4.1. Price
Sub themes/weave
- Value for money.
Importance of Loyal
customer
-High price less
“First class service,
location. we were
very fortunate to
receive a
complimentary
upgrade to a suite
which was very
beautiful... We travel
extensively…but we
felt the staff at A
HOTEL cared about
the service
provided”” (review1
“Had a lovely stay at
the ME London for
my birthday
celebrations. The
staff were all very
helpful and friendly
Schweizer (2008)
customer satisfaction and
service quality are
positively related to each
other.
See Vargo and Lusch,
2008
Ren, L. and et.al., 2016.
Exploring customer
experience with
budget hotels:
Dimensionality and
satisfaction.
52

satisfaction and we had some
lovely added extras
to add to the
celebration so thank
you to everyone.
We will defiantly be
returning.
Hotel is brilliant
location being
located right by
Covent Garden and
only a walk from
Victoria Station. We
also visited STK for
dinner & had drinks
at Radio, which are
all located within the
hotel. This hotel is
perfect for a couples
break away”.
“Great staff, nice
vibe, excellent
location. The STK
International Journal
of Hospitality
Management. 52.
pp.13-23.
Magnini, V. P. and
Simon, C. J., 2016.
Fostering service
53

restaurant is very
good with a good
selection of food
and very good
service. The room
was clean and
checked on twice a
day --- we never
have to ask for
something they
were on top of
things.”
“Great location.
Everything you
would expect from a
5 Star hotel in
London, & more.
Excellent service all
round. We stayed in
an Urban Energy
room on the 9th
floor. Fantastic view
from balcony. Highly
quality in hotel chains
through a focus on
employee
development and
performance. The
Routledge Handbook
of Hotel Chain
Management. p.305.
Gracia, E. and et.al.,
2016. The role of
organizational
facilitators in
promoting job-related
mental health and
group service
effectiveness: a two-
wave analysis. Work
& Stress. 30(3).
pp.262-277.
54

recommended.”
“Stayed at the ME
for 1 night. Perfect
location to all
stations, shops and
the normal London
attractions. Staff
were extremely
helpful at checkout
with prosecco or
soft drink on arrival
and accommodated
our request of
keeping a birthday
cake safe for me
until needed later
that evening. The
rooms are spacious
and immaculate.
Hotel room service
was quick when
needed. Very trendy
roof top bar had
55

great views of
London.”
“We stayed in three
rooms for three
nights. We asked to
keep one room until
5pm before leaving
for airport. We were
happy to pay the
extra. The reception
said no room
available and we
had to check out at
noon. But we found
in booking.com that
there were many
rooms available”.
“Excellent stay at
this hotel. Staff were
very friendly and
helpful. We arrived
at the hotel before
Noon and were able
56

to check in straight
away. They
upgraded us to a
more superior room
at no extra cost. The
Roof Top bar was
great.
Would definitely visit
again.”
Factors associated
with Customer
Loyalty.
4.2.-Customer
Satisfaction is
positively
associated with
customer loyalty,
Sub themes
-Affective
commitment
-Personal
relationship
“I feel valued at
work, and I know
what I am doing”
Katz and Kahn 1996;
Fearon et al. 2013
discuss feeling valued at
work as part of
organisational efficacy.
Recommendations
from customers
Theme 4.3 Ask for
feedback.
“The entire staff at
the hotel is well
Al-Msallam. A and
Alhaddah. A 2016.
57

about improving
loyalty and service.
- Ask for feedback.
Understand the
needs of guest and
Loyal customers
provide honest,
high-quality
feedback.
trained in the art of
hospitality and
flawless
service. Truly 5
stars, you won't find
better service
anywhere”
“Perfection
This is our 3rd visit
to the Goring. The
staff are unfailingly
helpful without being
creepy! They seem
to really care about
the visitors. I have
known idea how the
Goring manages,
without exception, to
employ such
delightful staff. The
dinner was truly
delicious. If you
want to feel
Customer Satisfaction
and Loyalty in the Hotel
Industry: The Mediating
Role of Relationship
Marketing (PLS
Approach).
58

pampered and that
you actually matter,
go and stay at the
Goring”.
“Staff are super
friendly and helpful.
The location is
literally within
walking distance to
everything. Oxford
Street shopping is 2
blocks from the
hotel. Being in the
middle of Soho
there are so many
restaurants to
choose from and
Covent Garden is
about a 4-minute
walk. Also 2 x tube
Stathopoulou, A. and
Balabanis, G., 2016. The
effects of loyalty
programmes on customer
satisfaction, trust, and
loyalty toward high-and
low-end fashion
retailers. Journal of
Business
Research, 69(12),
pp.5801-5808.
59

stations within a 3-
4-minute walk.”
“The staff, location,
and Wi-Fi is
fantastic. Room size
is on the smallish
side, but
immaculately clean
and definitely
adequate for a
London stay.
Walking distance to
EVERYTHING. Free
smartphone in the
room loaded with
google maps to help
you get around.
Smartphone also
comes with free
local and
international calls to
some destinations.
Anderson, J., Adey, P.
and Bevan, P., 2010.
Positioning place:
Polylogic approaches
to research
methodology.
Qualitative Research.
10 (5). pp. 589-604.
60

This hotel is great. I
have stayed in
many in London, but
this one i would
return too.”
“Impeccable
Service!!
From the minute,
you are greeted by
the doorman to the
minute you leave,
the staff is the best
I've ever
encountered. The
staff is very attentive
but not smothering.
They make you feel
like part of their
family. A great place
to truly relax and
unwind! High class
and luxurious”.
Su, L., Swanson, S. R.
and Chen, X., 2016.
The impact of
perceived service
fairness and quality
on the behavioural
intentions of Chinese
hotel guests: the
mediating role of
consumption
emotions. Journal of
Travel & Tourism
Marketing. 33(sup1).
pp.88-102.
61

“Beautiful garden
and charming staff,
but the smallest
hotel room we have
ever stayed in.
Lovely hotel, in a
very good location
in London, very
close to Convent
Garden and other
main tourist
attractions, clean
and friendly, helpful
staff, contemporary
Modern design
which makes it
unique from the
other hotels I visited
in London”.
“This is a real cool,
modern hotel
Piccoli, G., Lui, T. W. and
Grün, B., 2017. The
impact of IT-enabled
customer service
systems on service
personalization,
customer service
perceptions, and
hotel performance.
Tourism
Management. 59.
pp.349-362.
62

parked in a great
part of London, with
easy access to most
things. The hotel is
purposely very dark
with low lighting, but
it's very cool. There
is music playing
throughout the day
(at 7 in the morning
it might be a little bit
too much!) in the
lifts and hall areas,
the staff are all
extremely friendly
and helpful. The
rooms are a fairly
good size with
extremely
comfortable beds
and nice bathroom
facilities - although
everything is frosted
Hahn, S. E. and et.al.,
2017. E-service
Quality Management
of a Hotel Website: A
Scale and
Implications for
Management.
Journal of Hospitality
Marketing &
Management. (just-
accepted).
63

glass! Breakfast
was very nice too.
It's expensive, but
would recommend
it.”
“Inexpensive in
comparison to other
comparable hotel
status levels. The
attention to detail
and the quality of
customer service is
one to be reckoned
with. I absolutely
loved this hotel.
From the swanky
bar and breakfast
selection
downstairs, to the
modern feel of the
hotel room floors.
Also, just a tip--ask
to stay on the 4th
Bennette, C. and Vickers,
A., 2012. Against
quantiles:
categorization of
64

floor. The rooms are
very spacious and
level of technology
is non-stop fun.
Perfect for the tech
savvy or those
looking to celebrate
life. Note: make a
reservation for STK
and most definitely
radio-bar. The views
from the top are
beautiful however it
fills up very fast.
Hotel guest as given
priority but it is
opened to the
public.”
“Very modern, new
and stylish. Staff so
helpful and friendly.
The rooftop bar a
must do, as is the
continuous variables
in epidemiologic
research, and its
discontents. BMC
medical research
methodology. 12 (1).
p. 21.
65

restaurant - STX?
both buzzing on a
Saturday night.
Food amazing too.
Will definitely revisit
but needs more
than a one-night
stay to be able to
appreciate all this
hotel has to offer
Stayed here over
the weekend while
celebrating my
sisters’ birthday.
The concierge staff
went above and
beyond to make
sure we had a
wonderfully stay.
Small touches like
emailing me a few
days before arriving
to help arrange any
Bowen, J. T. and Chen,
S. L., 2001. The
Relationship between
66

reservations I might
need was a lovely
touch. Even better
was them
rearranging those
reservations on
short notice when
plans fell through on
my end”
“Came here for my
18th birthday and
was so welcomed
and felt so relaxed
and thoroughly
enjoyed my stay.
Could not have
asked for more. Had
a table booked at
the Radio Bar which
was fabulous,
beautiful views, very
helpful staff and
Customer Loyalty
and Customer
Satisfaction.
International Journal
of Contemporary
Hospitality
Management. 213-
217.
67

liked the idea of
being fast tracked in
because we were
hotel guests and
met with a
complimentary glass
of Prosecco as well!
Would love to stay
again”.
“Stayed there on
bank holiday and
the service, decor,
food and experience
was amazing. The
cake and
champagne in our
room for our special
day was a lovely
touch! Also, we got
upgraded to the
FAB Passion Suite.
I didn't want to
leave!! Can't wait to
68

return. What a
gorgeous hotel....
“Terrific Staff
We stayed at this
hotel recently for
several days on a
trip to England. The
location is excellent.
It is 5 Min. to
Buckingham Palace
and Victoria Station.
There is an outdoor
mall behind the
hotel with a
drugstore and
restaurants as well
as a Marks &
Spencer. The
Buckingham Palace
store is just down
the street. The
public rooms of the
Cecez-Kecmanovic, D.,
2011. Doing critical
information systems
research–arguments
for a critical research
methodology.
European Journal of
Information Systems.
20 (4). pp. 440-455.
69

hotel are well
decorated and the
restaurant is
excellent. Our room
was one of the
better rooms we
have had. The
outstanding aspect
of this hotel is the
staff. They are first
rate; some of the
best staff we have
encountered in any
hotel and we travel
a great deal. We
would highly
recommend this
hotel”
“Beautiful hotel with
excellent staff.
Not only was this a
beautiful, pristine,
Clarke, A. E. and
Fujimura, J. H. eds.,
2014. The right tools
for the job: At work in
twentieth century life
sciences. Princeton
University Press.
70

and charming hotel,
the location was
excellent and the
staff was warm,
friendly, and
efficient. I loved that
you are near
Paddington Station
but also a short
stroll to Hyde Park.
The hotel itself is on
a leafy, green street,
but restaurants of
various levels are
just around the
corner. This was
one of the best hotel
experiences in my
life”.
“Excellent Hotel
We were impressed
with the friendliness
Comegys, C., Hannula,
M. and Vaisanen, J.,
2006. Finnish and
US online shopping
behaviour among
university students:
The five-stage buying
decision process.
Journal of targeting
measurement and
analysis for
marketing. 14 (4).
pp.336-356.
71

of all staff members.
Our room was
beautifully
appointed with large
windows and views
to the park etc.
Hotel was ideally
located close to all
tube stations and
bus routes. Overall,
we would certainly
return to the Royal
Park”
“Great location and
really nice staff
Good location - very
close to two
stations: both
Paddington and
Lancaster Gate.
Easy access to the
72

park, cafes and
restaurants. Super
professional staff
certainly helps warm
the place up. I
would definitely stay
here the next time I
am back to London!
This is a trendy
hotel yet the room is
nice and the bed is
very comfortable. A
bit of night club
scene around at
night though.
Reception and
Radio Bar were
closed due to
private event at that
one night I planned
to visit... Anyway, I
enjoyed my stay
and would like to
Devaraj, S., Fan, M. and
Kohli, R., 2006.
Examination of online
channel preference:
using the structure-
conduct-outcome
framework. Decision
Support Systems.
42. 1089-1103.
73

stay their next time
in London”
“First time stay -
loved the room with
a view and balcony.
Superb bedding,
technology and
ambient lighting. A
great one-nighter
having arrived late
off a flight. Great
breakfast before
heading off on
another long-haul
flight. Couldn't have
asked for a softer
landing”
“We had 35 guests
staying here for a
long weekend and
we were really well
looked after! We
would definitely
Dumay, J. and Cai, L.,
2015. Using content
analysis as a
research
methodology for
investigating
intellectual capital
disclosure: a critique.
Journal of Intellectual
Capital. 16 (1). pp.
121-155.
74

recommend the
hotel and can't wait
to return...radio bar
has spectacular
views and the
atmosphere in SDK
on the Saturday
night was great fun
with lots of dancing!
The staff and whole
team could not have
been more
accommodating....
fantastic location for
shopping too”.
Eskildsen, J. and
Kristensen, K., 2007.
Customer
Satisfaction- The
Role of
Transparence. Total
Quality Management.
18 (1-2). 39-47.
75

Flood, A., 2010.
Understanding
phenomenology: Anne
Flood looks at the theory
and methods involved in
phenomenological
76

research. Nurse
researcher. 17 (2). pp. 7-
15.
H, S. and Hsu., 2008.
Developing an index for
online customer
satisfaction:
Adaptation of
American Customer
Satisfaction Index.
Expert System with
Applications. 34.
77

pp.3033-3042.
78

Customer review’s of Hotel A
Review 1: First class service, location value…we were very fortunate to receive a
complimentary upgrade to a suite which was very beautiful... We travel extensively…but
we felt the staff at XXX cared about the service provided”” (review1)
“I feel valued at work, and I know what I am doing”.
Review 2: “Great location, friendly and professional staff, comfortable stay”
Review 3: “Staff are super friendly and helpful. The location is literally within walking
distance to everything. Oxford Street shopping is 2 blocks from the hotel. Being in the
middle of Soho there are so many restaurants to choose from and Covent Garden is
about a 4-minute walk. Also 2 x tube stations within a 3-4-minute walk.
Review 4: The staff, location, and Wi-Fi is fantastic. Room size is on the smallish side,
but immaculately clean and definitely adequate for a London stay. Walking distance to
EVERYTHING. Free smartphone in the room loaded with google maps to help you get
around. Smartphone also comes with free local and international calls to some
destinations. This hotel is great. I have stayed in many in London, but this one is would
return too. Impeccable Service!!
79

Review 5: From the minute you are greeted by the doorman to the minute you leave,
the staff is the best I've ever encountered. The staff is very attentive but not smothering.
They make you feel like part of their family. A great place to truly relax and unwind! High
class and luxurious!!!
Review 6: The entire staff at the hotel is well trained in the art of hospitality and flawless
service. Truly 5 star, you won't find better service anywhere”
Perfection
Review 7: Great staff, nice vibe, excellent location. The STK restaurant is very good
with a good selection of food and very good service. The room was clean and checked
on twice a day --- we never have to ask for something they were on top of things.
Terrific Staff
Review 8: We stayed at this hotel recently for several days on a trip to England. The
location is excellent. It is 5 Min. to Buckingham Palace and Victoria Station. There is an
outdoor mall behind the hotel with a drugstore and restaurants as well as a Marks &
Spencer. The Buckingham Palace store is just down the street. The public rooms of the
hotel are well decorated and the restaurant is excellent. Our room was one of the better
rooms we have had. The outstanding aspect of this hotel is the staff. They are first rate;
some of the best staff we have encountered in any hotel and we travel a great deal. We
would highly recommend this hotel.
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Beautiful hotel with excellent staff.
Review 9: Not only was this a beautiful, pristine, and charming hotel, the location was
excellent and the staff was warm, friendly, and efficient. I loved that you are near
Paddington Station but also a short stroll to Hyde Park. The hotel itself is on a leafy,
green street, but restaurants of various levels are just around the corner. This was one
of the best hotel experiences in my life.
Review 10: We were impressed with the friendliness of all staff members. Our room
was beautifully appointed with large windows and views to the park etc. Hotel was
ideally located close to all tube stations and bus routes. Overall, we would certainly
return to the Royal Park
Great location and really nice staff
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Customer review’s of Hotel B
Excellent Hotel
Review 1: I Was there for 5 nights, and I was deeply impressed by the great service
provided by the hotel. All the notes to me were hand-written, room make-up was
impeccable, breakfast staff were attentive and prompt, and the hotel was
accommodating to all my needs as a guest. There is nothing I want more from them.
Finally, the location was excellent, smack right in the middle of the theatres.
Review 2: Our stay at One Aldwych was wonderful. A very classy and chic hotel with an
excellent location for exploring London. The staff was attentive to every detail and the
rooms were very clean. Great spa and pool and restaurants too.
Review 3: First time stay - loved the room with a view and balcony. Superb bedding,
technology and ambient lighting. A great one-nighter having arrived late off a flight.
Great breakfast before heading off on another long-haul flight. Couldn't have asked for a
softer landing.
Review 4: We had 35 guests staying here for a long weekend and we were really well
looked after! We would definitely recommend the hotel and can't wait to return...radio
bar has spectacular views and the atmosphere in SDK on the Saturday night was great
fun with lots of dancing! The staff and whole team could not have been more
accommodating......fantastic location for shopping too!
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Review 5: Lovely hotel, in a very good location in London, very close to Convent
Garden and other main tourist attractions, clean and friendly, helpful staff, contemporary
Modern design which makes it unique from the other hotels I visited in London.
Review 6: This is a real cool, modern hotel parked in a great part of London, with easy
access to most things. The hotel is purposely very dark with low lighting, but it's very
cool. There is music playing throughout the day (at 7 in the morning it might be a little bit
too much!) in the lifts and hall areas, the staff are all extremely friendly and helpful. The
rooms are a fairly good size with extremely comfortable beds and nice bathroom
facilities - although everything is frosted glass! Breakfast was very nice too. It's
expensive, but would recommend it.
Review 7: Inexpensive in comparison to other comparable hotel status levels. The
attention to detail and the quality of customer service is one to be reckoned with. I
absolutely loved this hotel. From the swanky bar and breakfast selection downstairs, to
the modern feel of the hotel room floors. Also, just a tip--ask to stay on the 4th floor. The
rooms are very spacious and level of technology is non-stop fun. Perfect for the tech
savvy or those looking to celebrate life. Note: make a reservation for STK and most
definitely radio-bar. The views from the top are beautiful however it fills up very fast.
Hotel guest as given priority but it is opened to the public.
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Review 8: Very modern, new and stylish. Staff so helpful and friendly. The rooftop bar a
must does, as is the restaurant - STX? both buzzing on a Saturday night. Food amazing
too. Will definitely revisit but needs more than a one-night stay to be able to appreciate
all this hotel has to offer.
Review 9: Exceptional staff and lovely hotel
Staying for 1 night with 2 children under 10 - from the moment I booked it's been a great
experience. Lovely email asking if I had anything I could help with before I even arrived.
From concierge to reception excellent experience, very early check in accommodated
and nothing seems like too much trouble for the lovely staff. Breakfast booked for
tomorrow morning in my room so no food review however experience so far is great.
Rooms are a great size especially for the location and so clean. Thank you to the staff
for making this such a lovely experience.
Review 10: Absolutely fantastic modern friendly hotel in a great location with great staff
who made our stay a wonderful experience. The customer service of the aura team is
second to none will definitely return.
Customer reviews of Hotel C
Review 1: Stayed here over the weekend while celebrating my sister’s birthday. The
concierge staff went above and beyond to make sure we had a wonderfully stay. Small
touches like emailing me a few days before arriving to help arrange any reservations I
might need was a lovely touch. Even better was them rearranging those reservations on
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short notice when plans fell through on my end.
Review 2: Came here for my 18th birthday and was so welcomed and felt so relaxed
and thoroughly enjoyed my stay. Could not have asked for more. Had a table booked at
the Radio Bar which was fabulous, beautiful views, very helpful staff and liked the idea
of being fast tracked in because we were hotel guests and met with a complimentary
glass of Prosecco as well! Would love to stay again.
Review 3: Stayed here for 2 nights and it was a wonderful experience. The hotel staff
were always more than helpful and very efficient. The hotel is also very well maintained,
the rooms are very neat and clean. The room entertainment was the only slight
drawback. Not major, but it is slightly dated compared to some of the latest hotels I have
been at. Otherwise the rest of the room is great!
Review 4: Had a lovely stay at the ME London for my birthday celebrations. The staff
were all very helpful and friendly and we had some lovely added extras to add to the
celebration so thank you to everyone. We will defiantly be returning.
Review 5: The reception at the hotel is always first class - from the doorman to
checking in, excellent service. The rooms have different standards - from more "London
traditional" to most modern - the suites are great with view down across Waterloo
Bridge - a must try!
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Review 6: Great staff, nice vibe, excellent location. The STK restaurant is very good
with a good selection of food and very good service. The room was clean and checked
on twice a day --- we never have to ask for something they were on top of things.
Review 7: Great location. Everything you would expect from a 5 Star hotel in London, &
more. Excellent service all round. We stayed in an Urban Energy room on the 9th floor.
Fantastic view from balcony. Highly recommended.
Review 8: Absolutely loved this hotel!! It is very modern and stylish with a great location
thrown in. It is only a 5-minute walk to Covent Garden and about 10 to Regent Street.
The staff are extremely friendly and the rooms are very comfortable. We especially liked
the rooftop bar and the main restaurant. We will definitely be back!!
Review 9: We stayed in three rooms for three nights. We asked to keep one room until
5pm before leaving for airport. We were happy to pay the extra. The reception said no
room available and we had to check out at noon. But we found in booking.com that
there were many rooms available.
Review 10: Excellent stay at this hotel. Staff were very friendly and helpful. We arrived
at the hotel before Noon and were able to check in straight away. They upgraded us to
a more superior room at no extra cost. The Roof Top bar was great.
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