Research Project: Consumer Perception of Shangri-La Hotel at The Shard

This research project investigates the factors influencing consumer perception of the Shangri-La Hotel at The Shard, London. The study explores the concept of customer perception, analyzing how consumers form opinions about brands, products, and services. It identifies ways the hotel can enhance customer satisfaction, such as implementing in-room technology and rewarding loyal guests. Furthermore, the project examines the major features attracting customers, including high-quality hospitality services, the Hotel Chat box service, indigenous loyalty programs, superior room service, and complimentary Wi-Fi. The research employs a positivism research philosophy and a deductive approach, utilizing a questionnaire as the primary data collection method to gather first-hand information. The analysis covers literature review, research methodology, data analysis and recommendations, offering insights into consumer behavior within the hospitality industry. This comprehensive report aims to provide a detailed understanding of consumer perception and its impact on the Shangri-La Hotel's brand image and customer satisfaction.

Research project 4
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Chapter 1: Introduction....................................................................................................................3
MAIN BODY...................................................................................................................................4
Research aim..........................................................................................................................4
Research objectives................................................................................................................4
Research questions.................................................................................................................4
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................7
Chapter 4: Analysis and Finding......................................................................................................9
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................17
Chapter 6: Conclusions..................................................................................................................17
REFERENCES..............................................................................................................................18
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Chapter 1: Introduction
Consumer perception is a concept that defines the manner in which consumer thinks about a
certain brand, company, product or service. It is essential for a business to establish positive
image by providing high quality services and facilities in market segment as these are the factors
that develops consumer perception towards brand (Park, Hyun and Thavisay, 2021). Customers
are crucial element for an organisation thus it is essential for company to provide proper
awareness and develop positive impression about brand market segments. It helps organisation to
create positive perception of customers towards entity. There are number of factors that help in
developing customer perception towards the organisation. Present report has been conducted on
Shangri-La Hotel at The Shard, London, this organisation is conducting its services and
hospitality industry and provide wide range of hospitality services and facilities with high quality
to customers. Project report has been conducted on the aim to investigate the factors that are
influencing consumer perceptions towards the brand. In order to determine this aim, research
objectives and questions are being developed. This research analysis also includes literature
review, research methodology and data analysis. Along with this recommendation to
organisation is also covered in this report.
MAIN BODY
Research aim
"To investigate the factors that influence customers taste towards the brand and its
offerings." A study on Shangri-La Hotel at The Shard, London.
Research objectives
 To identify the concept of customers perception towards the brand.
 To explore the ways that can be used by hotel to increase customer’s satisfaction.
 To determine the major features that attracts customers towards the Shangri-La Hotel at
The Shard, London.
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Research questions
 What is the concept of customer’s perception towards the brand?
 What are the ways that can be used by hotel to increase customer’s satisfaction?
 What are the major features that attract customers towards the Shangri-La Hotel at The
Shard, London?
Chapter 2: Literature Review
Concept of customer’s perception towards the brand
As per the view point Sreejesh, (2021), consumer perception is defined as customers awareness,
their opinions and impression about brand, business and product. It has been identified that
consumer perception is shared by multiple variables that include direct and indirect interactions
with the offerings of organisation. It has been evaluated at customer is having some form of
perception towards a brand. This perception facilitates customers to undertake the decisions
related to buy and undertake use of the services offered by the organisation. It is essential for an
organisation to effectively evaluate quantitative as well as qualitative consumer data and
determine needs and demands of customers in order to view their perception (Amegbe, Dzandu
and Hanu, 2021). In addition to this it has been underlined that customer perception is
determined as a process of selecting, organising and interpreting information. This process
mainly involves perception of various factors. It has been identified that customer perception
plays important role for a brand as it have significant and direct impact upon every aspect of
business organisation. It is essential for company to understand their customers and provide them
proper awareness related to the services and facilities offered by them through advertising and
communication. It helps customers to undertake decisions in an effective manner. Furthermore it
has been underlined that consumer perceptions evaluate how customers feel towards the brand.
There are number of factors that influence consumer perception which is essential for
organisation to evaluate in order to provide highest level of consumer satisfaction (Garmaroudi,
King and Lu, 2021). It has been underlined that it is essential for a brand to make significant
investments in different aspects such as recognising and rewarding most loyal guest, be
consistent with consumer issues, invest in training and take customer feedbacks personally. All
these factors play an essential role that enhances consumer perception level towards the brand.
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Ways that can be used by hotel to increase customer’s satisfaction
According to the viewpoint of Kumar, (2021), there are number of ways through which hotel can
significantly increase satisfaction level of customers interest. In this, by implementing in-room
technology is one of the most effective and game changer for hospitality industry. With the help
of this hotel can maximize consumer satisfaction level at great extent. It will allow customers to
use their smart phones through which communication between guest and front desk can be easily
maintained. With the help of implementing in-room technology hotel can provide online
assistance such as Google Home, Alexa service and more. In addition to this by providing
reward to repeat guest hotel can maximize consumer satisfaction level. It also help hotel to
enhance consumer loyalty which is important for them to ensure more competitiveness
comparatively to other rivals (Baumert and de Obesso, 2021). With the help of providing some
service for free and other complementary services is also one of the most effective ways that
allows hotel to maximize consumer level of satisfaction. Furthermore, by always responding to
guest feedback also facilitate hotel to not only enhance their online reputation but also allows
them to retain their customers for longer period of time. By delivering superior consumer
services with the help of responding to guest feedback hotel can provide services and facilities to
customers in an effective manner. It is essential for hotels to maximize overall level of consumer
satisfaction it not only helped them to retain them for a longer period of time but also allows
hotels to enhance their profitability in an effective manner. It is essential for hotel to adopt
consumer centric strategy in which number of measures can be undertaken to provide higher
satisfaction (Alikhani and Mokhtarian, 2021). Hotel is required to effectively evaluate strategies
of other competitors and further provide more competitive facilities to their customers. It will
significantly help hotel to enhance satisfaction level of consumers. According to the above
mentioned analysis it has been identified that there are number of ways that allows hotel to
enhance consumer satisfaction level. It is essential for hotel to treat customers with respect and
provide them 24/7 assistance in order to emphasize upon their satisfaction levels. It will
significantly help hotel to enhance the overall productivity as well as profitability in an effective
manner.
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Major features that attract customers towards the Shangri-La Hotel at The Shard, London
As per the view point of Chankov, (2021), customers are attracted towards number of
unique and attractive features offered by a hotel. In context with the Shangri-La hotel at The
Shard, London consumers are significantly attracted towards high quality hospitality services
and facilities. In addition to this it has been identified that consumers are effectively influenced
towards Hotel Chat box service. It is one of the most important and attractive feature in which
hotel offers 24/7 assistance to customer’s queries related to accommodation and other features
and services. With the help of this customers get their queries and issues solved in real time.
With the help of this service customers experience high quality services from the hotel.
Furthermore, according to the analysis it has been identified that consumers are attracted towards
indigenous loyalty programs of the Shangri-La hotel at The Shard, London. In this hotel provide
attractive loyalty programs to customers that significantly enhance their overall level of
satisfaction. In this programs Hotel provide number of services and facilities on discounted rates
and fewer prices (Chu, 2021). In addition to this it has been determined that room service of this
hotel is superior quality in which consumer experience hygienic environment. It is one of the
most important and attractive facility of this hotel that influence attraction level of customers.
Along with this complimentary Wi-Fi is also one of the most important elements of this hotel
that influence consumer attraction level. According to the above mentioned analysis it has been
identified that these are some of the major features that attracts customers towards hotel. These
services not only enhance consumer satisfaction level but also facilitate customers to retain for
longer time period (Abou-Shouk and Soliman, 2021). Facilities and services provided by the
hotel significantly influence attention level of customers in a well defined and effective manner.
It has been identified that services and features of the Shangri-La hotel at The Shard, London are
of high quality and affordable price range as comparatively to other rivals in industry.
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Chapter 3: Research Methodology
Research philosophies –
Research philosophy is defined as a belief about the manner in which it investigator are
required to be gather, evaluated and utilise. It is essential aspect of research methodology in
which research is required to select best research methodology. There are two form of research
methodology that are positivism and interpretivism. In terms with present report in research with
the help of positivism research philosophy conduct research in an effective manner. It helps in
evaluating quantitative data in a subjective form. Primary reason to select positivism research
philosophy is that it helps in accomplishing objectives of research in effective manner through
which accurate steps can be conducted with the help of effective decision making.
Research Approaches –
Research approach is defined as a systematic and creative manner to conduct research in
an effective manner. It mainly involves collection, organising and analysis of information in
order to maximize understanding of the topic. Inductive and deductive part two forms of research
approaches, out of which investigator with the help of deductive approach will undertake
investigation in an effective manner while coordinating with positivism research philosophy. The
main reason to select detective approach is to effectively test numerical data and information in
an effective manner as to accomplish objective of research in more systematic manner.
Research strategies –
Research strategy is defined as an overall plan to conduct research analysis. It effectively
guide investigator to plan and execute and monitor the research with the help of taking advantage
of effective research methodology. In order to conduct present research investigator with the help
of questionnaire researcher evaluates viewpoint of respondents in an effective manner. Primary
reason to select this method is to take use of first-hand information selected topic. It further help
in help accumulating appropriate and authenticated decisions to conduct research
Research Choice –
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Research choice mainly seeks to provide information related to the data is collected by
researcher in order to accomplish desired goals and objectives in effective manner. Quantitative
and qualitative are two forms of research choice out of a researcher with the help of quantitative
research choice accomplish research objectives, while collecting reliable and authenticated
information. With the help of this method numerical and statistical data will be accumulated.
Main reason behind selecting this method is to take use of reliable and effective data to conduct
present research analysis with the help of tables and chart.
Time horizon –
It is termed as a time duration in which it is essential for investigator to accomplish
research objectives. Longitudinal and cross-sectional time horizons are mainly to forms of time
origin. In order to conduct present research investigator with the help of a c cross-sectional time
horizon am towards fulfilling objectives of research in given period of time. Main reason behind
selecting this time for reason is to fulfil each and every objective of research with the help of
collected data in effective manner.
Data collection –
It is defined as a strategy in which investigator undertake use of different type of data
collection method in order to assemble, evaluate and identify appropriate information and data
associated to the topic. Investigator is required to undertake advantage of best data collection
method in order to accomplish research in an effective manner. There are mainly two forms of
data collection method which is primary and secondary. In terms is present research analysis
investigator will undertake advantage of both of the methods as to acquire data. In context with
primary research investigator with the help of selecting 50 respondents (employees) out of the
whole work force population will acquire information in an effective manner. While in context
with secondary data collection method investigator will undertake advantage of books, journals,
magazines, etc. With the help of both of these methods accurate and appropriate accomplishment
of objectives is ensured. It has been identified that with the help of primary data collection
method research will collect information with reliable and accurate data. While in terms with
secondary data collection method investigator can conduct analysis of research with the help of
information from various sources.
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Sampling:
It is termed as a process to use small sample size out of the whole population.
Investigator is required to select sample size in order to acquire information appropriately
probabilistic and non-probabilistic are two form of sampling method out of which research with
the use of probabilistic method draws out specific information in order to conduct the present
research. In terms with present report, sample size of the respondents (employees) is being
undertaken by researcher in order to collect information. Primary reason to use employees as a
respondent is that they are having adequate and proper knowledge related to the selected topic.
Questionnaire
Q1) Do you have awareness related to the concept of customer’s perception towards the
brand?
a) Yes
b) No
c) Neutral
Q2) As per your opinion does customer taste and perceptions plays important role for an
organisation?
a) Strongly Agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) N/A
Q3) Do you think, it is important for an organisation to determine the factors that
influence consumer taste towards the brand?
a) Strongly Agreed
b) Agreed
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c) Disagreed
d) Strongly disagreed
Q4) According to you, what are the ways that can be used by hotel to increase customer’s
satisfaction?
a) Ask for advice
b) Be transparent
c) High quality services
d) Professional and friendly staff
Q5) According to you does, by enhancing consumer satisfaction level Shangri-La Hotel at
The Shard, London can enhance their profitability?
a) Yes
b) No
Q6) As per you viewpoint, what are the major features that attracts customers towards
the Shangri-La Hotel at The Shard, London?
a) Hygienic environment
b) Wi-Fi connection
c) Excellent food and drink
Q7) Any further recommendation for Shangri-La Hotel at The Shard, London to increase
consumer satisfaction?
Chapter 4: Analysis and Finding
With the help of frequency table data analysis is being done in systematic and clear way:
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Q1) Do you have awareness related to the concept of customer’s
perception towards the brand?
Frequency
a) Yes 48
b) No 1
c) Neutral 1
Q2) As per your opinion does customer taste and perceptions plays
important role for an organisation?
Frequency
a) Strongly Agreed 9
b) Agreed 11
c) Disagreed 12
d) Strongly disagreed 8
e) N/A 10
Q3) Do you think, it is important for an organisation to determine the
factors that influence consumer taste towards the brand?
Frequency
a) Strongly Agreed 7
b) Agreed 25
c) Disagreed 10
d) Strongly disagreed 8
Q4) According to you, what are the ways that can be used by hotel to
increase customer’s satisfaction?
Frequency
a) Ask for advice 13
b) Be transparent 15
c) High quality services 12
d) Professional and friendly staff 10
Q5) According to you does, by enhancing consumer satisfaction level Frequency
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Shangri-La Hotel at The Shard, London can enhance their
profitability?
a) Yes 45
b) No 5
Q6) As per you viewpoint, what are the major features that attracts
customers towards the Shangri-La Hotel at The Shard, London?
Frequency
a) Hygienic environment 20
b) Wi-Fi connection 10
c) Excellent food and drink 20
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