Analyzing Corporate Culture for Quality Improvement: A Hotel Study

This research project examines the significance of corporate culture as a means of quality management improvement, specifically focusing on the Gallery Park Hotel & SPA. The study investigates the factors essential for maintaining a robust corporate culture, evaluates quality management improvement techniques, and assesses how corporate culture and quality management can be further enhanced. The methodology employs a quantitative approach, utilizing questionnaires to gather data from employees. The findings reveal that corporate culture significantly influences customer loyalty and that there is a need for improved employee engagement and training. The report concludes with recommendations for the hotel to provide sufficient training, foster a positive work environment, and actively seek customer feedback to improve its corporate culture and enhance its quality management practices. The study highlights the importance of these factors in achieving increased growth and profitability for the hotel.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION....................................................................................................1
CHAPTER 2- LITERATURE REVIEW.........................................................................................1
CHAPTER 3- RESEARCH METHODOLOGY.............................................................................2
CHAPTER 4- FINDINGS AND DISCUSSION.............................................................................4
CHAPTER 5- CONCLUSION......................................................................................................11
REFERENCES..............................................................................................................................12

CHAPTER 1- INTRODUCTION
Background
Hospitality industry is one of the highest income generating industry in world. The
hospitality sector of Latvia is developed and good revenue has been produced by it. The
corporate culture defines core of business by which guests are attracted to hotel and come back
next time as well (Understanding Hospitality Culture. 2018). The culture of unparalleled service
captures loyalty of customers. This corporate culture is effectively carried out when staff fulfils
their roles and responsibilities. In present research, corporate culture in Gallery Park Hotel &
SPA as means of quality improvement is conducted by which firm attain enhanced culture.
Aim
To assess the importance of corporate culture as a means of quality management
improvement- A study on Gallery Park Hotel & SPA
Objectives
 To analyse factors vital for maintaining corporate culture in Gallery Park Hotel & SPA
 To evaluate quality management improvement techniques in Gallery Park Hotel & SPA
 To assess factors by which corporate culture and quality management can be improved in
hotel
Research Questions / Hypothesis
Q1. What are the factors contributing in quality management improvement in Gallery Park Hotel
& SPA?
Q2. Do corporate culture influences overall performance of Gallery Park Hotel & SPA?
Q3. Do quality management improvement influence customers to avail services of hotel?
Importance of study
The corporate culture is required to be enhanced so that business may be able to attain
benefits in the form of increased customers. Services offered by organisation should be proper in
order to make them loyal. Productive employees which adequately receives customers easily
leads to attainment of firm goals. In relation to this, researcher has conducted research in Gallery
Park Hotel & SPA culture so that quality of services can be improved. The scholar can answer to
research questions being formulated so that conclusion can be accomplished.
1

CHAPTER 2- LITERATURE REVIEW
The literature review has been conducted leading to assess the significance of corporate
culture in hospitality industry. Two themes such as importance of corporate culture in hotel and
relationship between quality management improvement and corporate culture are being
discussed with reference to academic literature. The evidences have been gathered from reliable
sources. Literature review with themes are discussed below-
Theme 1- Importance of corporate culture in hospitality industry
As per the views of García-Cabrera and et.al. (2018), corporate culture influences better
way for company in attaining stated goals. Customer loyalty is effectively achieved when
appropriate services are provided to them. To be highly productive is important for firm in order
to achieve desired sales. Nguyen, Long and Nguyen (2018) says that feelings of commitment by
employees towards their profession easily induces employees to be productive towards their
work. This helps organisation in providing better room services, resolving issues of guests and
ensuring customers are satisfied quite effectively.
Theme 2- Relation between corporate culture and quality management improvement
In accordance to Mitreva, Saneva and Miteva (2018), quality management and corporate
culture are interdependent elements leading to attainment of goals. Since, hospitality industry is
service-based industry, quality of services play crucial role. Staff performance in hotel is
essentially needed so as to resolve queries of customers in the best way possible. On the contrary
Veliverronena and Grīnfelde (2018), says that attitude of workers is easily driven by
organisation's staff policies and procedures. It is required that corporate should maintain positive
culture should be incorporated so that employees may feel committed in effective manner.
CHAPTER 3- RESEARCH METHODOLOGY
Research Type-
The research has been conducted by taking quantitative method so as to ascertain
corporate culture of Gallery Park Hotel & SPA. It has been applied because quantitative facts
and figures could be easily generated.
Research Approach-
2

Deductive and inductive are two approaches that can be used for research. For current
research, scholar has used deductive approach for getting results for making existing general
theory to particular specific one (Ledford and Gast, 2018).
Research Design-
Exploratory and descriptive research design both are used for conducting research.
However, for current study, exploratory design is being applied so that scholar may be able to
ascertain outcome of research.
Sampling-
Sampling is required and currently, simple random sampling method is implemented by
taking sample of 30 employees of Gallery Park Hotel & SPA for accomplishment of results with
ease.
Data Collection-
Data has been collected by issuing questionnaire to employees serving primary source of
data (Quinlan, Babin, Carr and Griffin, 2019). On the other hand, data has been generated from
books and journals, articles and thus, secondary data is collected.
Data Analysis-
Analysing data is important part of gathered data (Farmaki, 2018). For current study,
quantitative method is applied and as such, themes are produced for better results in effective
manner.
Research Timeline
The project will get completed within 12 weeks which is depicted below-
Activities Wee
ks
1 2 3 4 5 6 7 8 9 10 11 12
Topic of research
Producing aim and objectives
Research initiation
3

Research methodology
Data collection
Assessment of data
Interpreting the data
Making Conclusion
Submission of report
CHAPTER 4- FINDINGS AND DISCUSSION
Questionnaire
Name-
Age-
Demographic Profile-
Occupation-
Q1. Do you agree that corporate culture has major influence on customer loyalty?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q2. Do you feel that overall atmosphere in Gallery Park Hotel & SPA encourages employee
engagement?
 Strongly Agree
 Agree
 Strongly Disagree
4

 Disagree
Q3. Do you believe that various departments share information for coordinating their job
efforts?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q4. Do you think that improvement in quality of services induces customers to avail services in
Gallery Park Hotel & SPA?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q5. Among these, which area needs improvement for enhancing corporate culture in Gallery
Park Hotel & SPA?
 Taking feedback from customers
 Top management support
 Formal planning system
 Employee retention
Q6. Do you believe that sufficient training is provided by Gallery Park Hotel & SPA?for
shaping skills?
 Yes
 No
Q7. Kindly provide any other suggestions for service improvement.......
5

Data Analysis
Theme 1- Corporate culture has major influence on customer loyalty
Q1. Do you agree that corporate culture has
major influence on customer loyalty? Respondents
Strongly Agree 10
Agree 8
Strongly Disagree 5
Disagree 7
Total 30
Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
10
8
5
7
Respondents
Interpretation-
6

It can be interpreted from above chart that corporate culture has major influence on
loyalty of customers as 10 respondents strongly agree with it. 8 of them also agrees that culture
induces guests to get services. While, 5 strongly disagree and 7 disagree with the statement.
Theme 2- Overall atmosphere in Gallery Park Hotel & SPA does not encourage employee
engagement
Q2. Do you feel that overall atmosphere in
Gallery Park Hotel & SPA encourages
employee engagement? Respondents
Strongly Agree 7
Agree 8
Strongly Disagree 10
Disagree 5
Total 30
7

Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
7
8
10
5 Respondents
Interpretation-
Above chart shows that atmosphere of hotel is not good and employee engagement is not
encouraged as majority respondents strongly disagree. While, 5 disagree with it. Other agrees
that employees are engaged in offering better services.
Theme 3- Departments share information for coordinating their job efforts
Q3. Do you believe that various departments
share information for coordinating their job
efforts? Respondents
Strongly Agree 12
Agree 6
Strongly Disagree 5
Disagree 7
Total 30
8

Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
14
12
6
5
7
Respondents
Interpretation-
It can be analysed that 12 respondents believes that information is shared by department
for coordinating among them. 6 also agrees with it. While, other employees such as 5 of them
strongly disagree and 7 disagree that efforts are not coordinated by departments.
Theme 4- Improvement in quality services have positive impact on customers
Q4. Do you think that improvement in quality
of services induces customers to avail services
in Gallery Park Hotel & SPA? Respondents
Strongly Agree 10
Agree 9
Strongly Disagree 5
Disagree 6
Total 30
9

Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
10
9
5
6
Respondents
Interpretation-
It can be assessed that 10 employees say that customers are attracted to hotel because of
improvement of services. On the other hand, 9 agrees with it that customer gets lured due to
better services. While, 5 workers strongly disagree and 6 respondents disagree that quality
improvement has no impact on customers.
Theme 5- Feedback is important for enhancing corporate culture
Q5. Among these, which area needs
improvement for enhancing corporate culture in
Gallery Park Hotel & SPA? Respondents
Taking feedback from customers 10
Top management support 8
Formal planning system 6
Employee retention 6
Total 30
10