The Importance of Customer Satisfaction
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Added on 2020-12-09
The Importance of Customer Satisfaction
Added on 2020-12-09
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Table of ContentsTITLE:.............................................................................................................................................1Chapter 1: Introduction ...................................................................................................................11.0 Overview of the Research ....................................................................................................11.1 Background of the Research ................................................................................................11.2 Rational of the Research ......................................................................................................21.3 Research Aim .......................................................................................................................21.4 Research Objectives .............................................................................................................21.5 Research Questions ..............................................................................................................31.6 Research Project Structure ...................................................................................................3Chapter 2: Literature Review ..........................................................................................................4Chapter 3: Research Methodology ..................................................................................................8Chapter 4: Data Analysis and Findings ........................................................................................11Chapter 5: Recommendation and Conclusion ...............................................................................21Chapter 6: Self Reflection .............................................................................................................22REFERENCES..............................................................................................................................23Appendix .......................................................................................................................................25
TITLE:"The importance of Customer satisfaction in Ibis hotel" .Chapter 1: Introduction 1.0 Overview of the ResearchIn the business environment of 21st century, competition within market has increasinglyhigh and the potential motive of each small, medium and large size business enterprises is toproviding high satisfaction to their customers in respect to attaining sustainable advantage forbusiness. However customers are considered as the key stakeholder for every profit based firm.Customer satisfaction has a positive influence over the profita1ility of an organisation, becausesatisfied customers plays vast role in developing the operations of firm and high customersatisfaction result in repeat purchases and positively affect the brand image and brand loyalty ofan organisation, thus they are a key to success for every business (Al-Refaie, 2015). Tourism andhospitality is the most processing sector that has a huge impact on the overall economic level ofa country. Travel and tourism is the most developing sector and the major concern of thisindustry is the satisfaction of customers because in service industry customers are the key areaand the growth of firm is based on satisfaction level of customers. Ibis Hotel is the selectedorganisation for this particular project, thus it is an international hotel industry which has itsoperations at global level. This project contains the study about the importance of customerssatisfaction overall growth and success of Ibis Hotel. In this predetermined aims and objectivesare described to support the investigation and literature review will take effective participation ofdeveloping a proper theoretical framework (Psomas and Jaca, 2016). Along with this researchmethodology will help in providing a systematic direction to implement investigation activitiesin right direction. 1.1 Background of the ResearchCustomer satisfaction is considered as an crucial measure of the ability of a business tosuccessfully meet the requirements and needs of its customer. It also plays a vital role inanalysing an organization’s worth and effectiveness to its stakeholders which is critical inmaintaining their support to get success within commercial centre (Arun, 2015). Ibis is aninternational hotel industry which is owned by AccorHotels, a hotel holding firm. AccorHotelswas established in the year of 1967 and Ibis has started its business operations from 1974. The1
company has around 1,152 hotels over 67 countries and the major objective of the firm is toproviding satisfactory services to their potential customers in respect to attaining higher growthand success within the market place. In the service industry, customer satisfaction has direct orindirect influence on the overall operations of hotel and the service industry of the UK isshowing continuous growth with an increases in profitability and revenue. 1.2 Rational of the ResearchThe research into consideration is based on the effectiveness of customer satisfaction andits influence over the overall performance of a hotel industry. The effectiveness of the researchcan be understood from the fact that higher the customer satisfaction rate the higher would be therevenues thus higher profit for the company, Customer satisfaction also has a positive influenceon customer loyalty and retention (Cacciolatti and Lee, 2016). Customer satisfaction can beattained through offering superior quality of the product and providing extraordinary customerservices by its employees.This is a wide area of academic research that provides a brief analysison the selected area and also helps in developing the management based of learner andindividuals who are interested towards the area of customers satisfaction. The potential reasonfor conducting the research is to exploring the idea and knowledge base of learner in thespecified area of research and also lead the work in appropriate direction to overcome theweaknesses of customers satisfaction that cause impact over the operations of hotel industry.This study is effective for both researcher and learner in regards to development of theirknowledge in the management area of study. 1.3 Research AimResearch aim is a predetermined statement which explains the overall purpose of thestudy in clearly and concise manner (Choshin and Ghaffari, 2017). The research aim of thisparticular work is "To analyses the importance of customer satisfaction and its impact on theoverall performance of an organization". A case study on Ibis Hotel.1.4 Research ObjectivesThe significant objectives of this project are associated as under: To understand the concept of customer satisfaction in the context of business. To determine the benefits that are attained by Ibis Hotel through providingsatisfaction to their customers. 2
To access the impact of customer satisfaction over the performance of Ibis. To recommend ways through which Ibis can improvise its services in respectenhancing customers sustainability. 1.5 Research QuestionsThe major questions related with similar area of research are described as under: What is the concept of customer satisfaction in the context of business?What benefits are attained by Ibis Hotel through providing satisfaction to theircustomers?What is the impact of customer satisfaction over the performance of Ibis?What are the ways through that Ibis can improvise its services in respect enhancingcustomers sustainability?1.6 Research Project Structure The research structure will include various aspects that are described as below: 1.0 The overview of the research project: In this part of investigation a brief detail investigationis provided about the chosen area of study to direct the researcher in right manner. 1.1 The background of research project : This pat determined detailed information in regards tothe project area and in this overall description regarding chosen organisation will be discussed. 1.2 The rational of the research project: This part of investigation is effective in providingproper information regarding the reason for choosing the project and also determines theimportance of research. 1.3 The research aim: This is a planned statement which explains the overall purpose of thestudy in clearly and concise way and direct the investigator in proper manner. 1.4 The research objectives: This section is based on research aim as in this variables areseparately divided in the form of small statements. 1.5 The research questions: This section is also interconnected with aim and objectives andplays vita role in execution of literature review in effective manner. 3
Chapter 2: Literature Review The concept of customer satisfaction in the context of business. According to Lucjan Kierczak, 2019 Customer satisfaction is a measure of how productand services supplied by a company to meets its users outlook. Customer satisfaction not onlyeffect the business bottom line, it also effect team spirit and retention rate (Chung, Yang andHuang, 2015). Today competition among businesses has immensely increased and organisationrealised that they cannot compete with each other only on price, but they need to focus on theirvalued customer. It satisfy both customer as well as business because businesses need revenue tosurvive and to make revenue businesses need customers.There are number of factors that are contributing to the success of company and customersatisfaction is one among them. As it is one of the factor that helps to stand out of thecompetition. Many competitive rivals wait for the wrong move to be made and if customer isprovided with amazing services they can stop such uncertainties of business. Once customerhave placed trust in a company he will continue to do business with them in long run. They aremore likely to share their thoughts across the world and will definitely leave some delightfulcomments of the business.The benefits that are attained by Hotel through providing satisfaction to their customers. As per the views expressed by Lynda Moultry Belcher, 2019, The importantcharacteristics of a Hotel is its proper presentation, reliability and improvement of qualitativeservices. Since there are many hotel providing the same services, it is equally important to keepthe customer in the hotel for the long run. In order to compete in the future Ibis Hotel provideservice by which customers can be retained and new customers get attracted. One of the mainstrategy used is benchmarking, It enables hotel to learn from other players and find what makestheir rivals competitive (Crosno and Brown, 2015). There are some benefits that Hotel get through its customer satisfaction and they are as follows :If customer get happy and friendly environment as their home this overall enhance thehotels reputation and image Happy customers are always loyal if customers are satisfied they will frequently visitto avail the services.If staff is satisfied with the culture of hotel and benefits provided to them there will bestability of staff. 4
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