Investigating Customer Experience and Language: IHG Study

This research project investigates the relationship between customer experience and the use of language in the hospitality industry, with a specific focus on the InterContinental Hotels Group (IHG). The report begins with an introduction to customer experience and the significance of language in the hospitality sector, emphasizing its role in communication and customer satisfaction. Task 1 outlines the research aim, questions, and objectives, including an analysis of factors influencing customer experience and a critical review of key references on language and customer service. The report explores the concept of language in customer services, various communication methods, and the factors impacting customer experience. Task 2 focuses on proposed research investigations, data collection, and analysis techniques. The report also includes a discussion of research evaluation techniques, analysis of results, and recommendations for best practices in the use of language to enhance customer experience. The conclusion summarizes the findings and suggests areas for further research, providing a comprehensive overview of the impact of language on customer experience in the hospitality industry.

RESEARCH
PROJECT

Table of Contents
TITLE .............................................................................................................................................3
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Formulate and record possible project outline specification.................................................3
1.2 Factors that contribute to the process of project selection....................................................4
1.3 Critical review of key references..........................................................................................6
1.4 Research project specification...............................................................................................9
1.5 Plan and procedure for agreed research specification...........................................................9
...................................................................................................................................................10
2.1 Resources efficiently to research question or hypothesis...................................................11
TASK 2..........................................................................................................................................11
4.1..............................................................................................................................................11
Covered In PPT.........................................................................................................................11
TASK 3 .........................................................................................................................................11
2.2 Proposed research investigation..........................................................................................11
2.3 Record and collate relevant data.........................................................................................14
3.1 Research evaluation techniques..........................................................................................18
3.2 Analysis of result.................................................................................................................18
3.3 Make recommendation and further area for consideration.................................................30
CONCLUSION .............................................................................................................................31
REFERENCES..............................................................................................................................32
APPENDIX ...................................................................................................................................34
Research Proposal Form...........................................................................................................34
.......................................................................................................................................................46

TITLE
“To investigate the relationship between customer experience and the use of language in
the hospitality industry. A study on InterContinental Hotels Group.
INTRODUCTION
Customer experience introduces as an effective phase used to explain the relationship a
customers has with an organisation. In simple word, customer experience refers to the total of
entire experience the consumers has with the company, based on all interactions and via about
the business. It is an integral section of customer relationship management, and it is more
significant to business because clients who have a favourable experience and more likely to
become repeat customers and trustworthy customers of the organisation (Liu and et. al., 2017).
Language refers as an essential system of communication where signs or sound convey actions,
ideas and objects. In hospitality industry, language is most essential and important system of
communication. As it will help an organisation to maximise customer base and retain long
lasting relationship with them. Hospitality industry is a wide category of area within the service
sector that including event planning, lodging, transportation, travelling, cruise line, food and
drink services, theme parks and many other additional fields within the tourism sector. For this
report, InterContinental Hotels Group is a chosen British multinational hospitality organisation
headquartered in Denham, Buckinghamshire, England. It was founded in 2003 by Christopher
Marshall, Keith Barr.
TASK 1
1.1 Formulate and record possible project outline specification
Hospitality introduces as an entertainment and reception of visitors or guest with
liberality and goodwill. One of the most essential aspect of hospitality introduces to warm
welcome, cordiality and reception. Apart from this, hospitality industry consists of broad area
within the service sector that cover restaurant and bars, accommodation, transportation etc. Due
to this, better experience of customer is important and essential part for growth and success of
InterContinental Hotels Group, which is a part of hospitality industry (Schuckert, Liu and Law,
2015). In order to increase customer experience within hospitality industry, communication is
consider best system of language. As it will also support an organisation to retain long lasting
relation with customers and gain competitive advantages within given time period. For this,

different methods of communication should be used by organisation which will support them to
retain strong relation with customers. Apart from this, there are different factors which will be
impacting on customer experience such as Staff behaviour, Atmosphere, product quality etc. All
these are major factors that positively and negatively impact on customers experience.
Research Aim:
Main aim of this research is “To investigate the relationship between customer
experience and the use of language in the hospitality industry. A study on InterContinental
Hotels Group.
Research Question: To what extend the language as communication medium matters to increasing customer
satisfaction?
Research Objectives
 To identify the concept of language in customer services.
 To analyse methods of communication.
 To identify possible factors impacting on customer experience. To recommend best practices with regards to the use of language within the hospitality
industry to contribute costumer experience.
Rationale of the research:
Main reason behind conducting this research is to know customer's expectation, wants
and needs based on gust feedback tracking and discover the effective way to communicate with
the clients. Another reason behind conducting current study is to investigate the relationship
between customer experience and the use of language in the hospitality industry. Along with this,
customer experience mainly related with the language or communication of staff members within
hospitality industry (Xiang and et. al., 2015). Thus, it is a biggest topic which will support an
investigator to gain their understanding about specific area of research. It will also assist them by
improving its data analysis, data interpretation and literature review skills. All these type of skills
will be supported for future development and growth of researcher in field of research.
1.2 Factors that contribute to the process of project selection
There are different factors contributes to the process of project selection. Some are
determined as under:

Introduction: It is a first factor and chapter used by researcher to explain research aims,
objectives and questions in more detailed manner. In this chapter, different aspects will be
included such as background of the research, research aim, objectives and questions. All these
are essential and important for completing each activities of research systematically.
Literature review: It is another significant factor which will help a researcher to identify
gaps, and conflict in previous study (Noe and et. al., 2017). It is a type of scholarly paper which
will assist an investigator to address each objectives of study in systematic manner.
Research Methodology: It is another important factor that play important role in
completing each activities of research systematically. In this section, different methods and
approaches will be included such as research philosophy, research design, data collection
techniques, data analysis techniques, sampling method etc. All these are essential and significant
for a researcher to complete research within given time duration.
Data collection and analysis: It is another significant part of study which will help an
investigator to collect and analysis accurate amount of information about the topic. For collecting
data, primary and secondary methods will be used by researcher. Those methods will assist an
investigator to collect reliable and in-depth information about the topic (Han and Hyun, 2015).
Data analysis will be done with the help of thematic analysis in which information will be
presented in short manner.
Conclusion and Recommendation: It is a last factor which will help a researcher to
accomplish each activities of research. In this section, aims and objectives of research will be
addressed in more effective and systematic manner.
There are different which will help a researcher in selection of research which are
determined as under:
People: Language is most essential part in hospitality industry because it will help them
in enhancing customer satisfaction towards brand. It is a main and useful factor in improving
customer satisfaction.
Problems: There is less chances of problem because data is gathered via online and
primary sources. Questionnaire is most essential and appropriate factor which will help an
investigator to identify issues about conducting research.

1.3 Critical review of key references
A literature review introduces as a interpretation of literature and comprehensive
summary that address a particular topic. It is a both a explanation and summary of the current
and complete state of knowledge on a specific topic as analyse in journal articles and academic
books. It is a most essential and useful section of research project because as it support an
investigator to address each objectives of research in systematic and effective manner (Geetha,
Singha and Sinha, 2017). Along with this, in this part, different number of authors and writers
will be provided their opinion about the relationship between customer experience and the use of
language in the hospitality industry. In simple word, literature review is a reproducible, explicit
and systematic method for synthesizing, evaluating and identifying the present body of recorded
and completed work produced by scholars, participants and investigators. There are different
purpose of literature review which are determined as under:
 It highlights key findings.
 It identifies contradictions, gaps and inconsistencies in the literature.
 It gives a constrictive analysis of the approaches and methodologies of the investigators. It provides readers easy access to study on a specific area of study by choosing high
quality articles or research that are valid, important, meaningful, relevant and
summarizing them into individual complete report.
Theme 1: The concept of language in customer services.
According to the Golriz Golkar, 2015, in customer service, language is everything. It is
most essential way for attracting large number of customers easily. When a visitors contract an
organisation with a requirement or concern more data regarding the product as well as services.
In this, communication is more essential and effective way for an organisation to communicate
all information about their goods, services, process etc. to the customers.
As per Seidel, M., 2019, the best way to communicate with customers is through verbal
communication. It involves face to face interaction with customers. Employees in hotel have to
perform face to face interaction with customers on regulatr basis, if they will use rude language
and behave carelessly, customers will feel disrespected which can shift their preference towards
the services of another hotel. But if hotel employees will have appreciable verbal communication
then customers will feel delighted. This will enhance their satisfaction level and customer
experiences towards the offering and service of hotel management. Another methods by which

hotel management can interact with their customers are social media, meetings, Text messages
etc.
Theme 2: Methods of communication
According to Nordquist, R., 2019, Communication is defined as a process in which
messages are send & received through nor-verbal and verbal means. It includes oral or speech
communication, graphical or written communication and signs or signals. As hospitality industry
is a fast paced environment which interact with customers every minute, it is essential for
businesses operating in this sector to have effective communication methods. This will helps
them in enhancing customer experience with the use of appropriate language and communication
process. There are different methods of communication that can be used by Intercontinental
group of hotels so that employees working their can interact with themselves and customers in a
clear manner.
Non-verbal communication is an essential component in effective communication. It
includes voice quality, tone of voice, eye contact, and other body gestures among the individual
with whom conversation is taking place. If employees working in hotel will have low voice tone
and friendly gestures, this will allow customers to feel comfortable around them due to which
their customer experience will increase but of workers in hotel act rude and do not pay attention
towards the demands of customers, this will results in low customer experience. It can leads
towards low customer base and profitability for concerned hotels. In this regard, workforce in
hotel is required to show respect towards customers, listen when they speak, say thank you and
sorry when required, offer help etc. This will helps in enhancing the experience of customers due
to nor-verbal method of communication.
Theme 3: Possible factors impacting on customer experience
According to Bordeaux, J., 2019, Customer experience is referred to the impression a
business organisation leaves on the mind of a customer. It will include the thinking of customer
about a particular brand and every stage associated with customer journey. There are multiple
touchpoints which can either increase or decrease the customer experience depending upon the
services offered to them. There are different factors which can impacts the customer experience
of consumers using hospitality services. Some of these factors are language, convenience,
personalisation, effective communication, deliverability, accessibility etc.

According to Carter, R., 2017, It is essential for hospitality businesses to assure that
customers can access their services in an efficient and proper manner. If customers will not be
given appropriate services then they will feel unsatisfied and their customer experience for that
particular organisation will decrease. But if customers will be given easy and proper access to
services, they will feel happy and their experience with concerned company will increase.
Another essential factor which impacts experience of customers in a considerable manner is
language which is used by workforce and management of hotel while dealing with customers. If
organisation will interact with customers in clear and pleasant language, reservations and
booking of hotel will increase up to 50%. Customer friendly language will benefits in carrying
out appropriate communication, due to which it will became easy for hotel management to
understand the needs, desire and expectation and preference of customers in a proper manner.
But if language and methods to communicate will be inappropriate then this can harm the
feelings of customers due to which they will feel neglected and their customer experience can
reduce considerably. Communication carried out by hotel guests must be enjoyable, frictionless,
simple and healthy. Cluttered and complex wordings can result in confusion or frustration which
can reduce the customer experience that can disrupt long term relation between hospitality sector
and consumers.
Theme 4: Best practices with regards to the use of language within the hospitality industry to
contribute costumer experience
According to Amos, J., 2018, Language influences the perspective of customers even
from first phone call. Enthusiasm and friendliness in the voice of employee can considerably
decide if customer is going to choose their service or not. Communication is considered as
lifeline of business, if organisations will have right kind of communication medium and language
then it will helps in streamlining entire communication process. This will benefits in creating a
seamless customer experience and journey. There are different ways by which language and way
to communicate can be improved so that customers can enjoy good experience. Hotel
management is required to make communication proactive and assure that consumers are kept
informed about services across all level of customer journey. Employees and employers in
Intercontinental hotel groups should avoid taking shortcuts while communicating with their
guests as cohesive communication can results in reduced brand image and dumping of brand.

If employees will use proper language to interact with one another, this will help them in
understanding the modifications and improvements which they should carry out in their working
pattern. By this, services given to customers will improve considerably and they will have less
complaints and grievances. Also, if customers and guest wants to interact with hotel with the
help of telephone, Email, text or multimedia, they must be given early and polite response so that
they can easily share their query and expectations with hotel management. If language used by
employees will be harsh, guests will not be able to share their preferences in a clear manner. It
will impacts their mindset and they will start disliking the services which are provided to them.
1.4 Research project specification
It is identify as an effective way which will help a researcher to accomplish better outputs
within given time duration. A research report specification play an effective role while
completing each activities or tasks in effective and systematic manner (Durna, Dedeoglu and
Balikçioglu, 2015). For collecting accurate information about the topic, primary and secondary
research will be applied by an investigator. Those type of research are more essential and
significant for investigator to complete each activities of research in systematic as well as
effective way. This research is based on qualitative research which is more suitable for an
investigator because with the help of this, they can easily collect quality and in-depth
information about the topic.
1.5 Plan and procedure for agreed research specification
It is most essential and effective part of research which will support an investigator to
identify starting and ending time period for completion of each activities of research. For this,
Gantt chart is consider best tool for researcher to find out starting and closing data for
completion of research (Liat and et. al., 2017).

2.1 Resources efficiently to research question or hypothesis
There are different resources needed by researcher to conduct each activities or tasks of
research in effective and systematic manner. Cost, time, communication etc. are consider major
resources for doing current research is systematic manner (Xiang and et. al., 2017). Time is
essential resources because it will help a researcher in identification of starting and ending time
period for completion of research activities. In order to do primary and secondary research,
sufficient amount of capital will be required by researcher. Along with this, communication also
consider as an effective and important source for doing each activities of study in appropriate
manner. Apart from this, there are different methods and approaches of research will be applied
by researcher to answer all questions of study in proper manner. For this, interpretivisim
philosophy will be used because it help an investigator in drawing valid conclusion about the
study. Inductive approach of study will also applied by researcher to collect accurate and reliable
data about the study.
TASK 2
4.1
Covered In PPT
TASK 3
2.2 Proposed research investigation
Research methodology is defined as an organised and effective procedure which is used
by researcher to gather required data or information about study field. It is a vital aspect which
appropriately defines the methods of research that can be applied within a specific study. In
research methodology, researcher defines the manner in which research questions and objectives
can be answered, analysed and shown (Kao, Tsaur and Wu, 2016). Beside this, in research
methodology main justification and reason for research design, research instrument, data
presentation, data collection techniques, data presentation, research validity and relatability,
analytical technique and research philosophy is given. In this context, research onion is used as
this framework will benefits the investigator in identifying best approach to carry out research.
There are different layers in research onion which are mentioned below:

 Research philosophy: In general, there are two kind of research philosophies i.e.
positivism and interpretivism. As per the research, positivism philosophy will be applied
that will benefits the researcher in evaluating data or information in an effective manner.
Here the role of researcher will be limited to interpretation and data collection in an
objective manner. The results of these findings will be quantifiable and observable.
 Research approach: In order to carry-out research in a proper manner, there are two
kind of approaches which can be used (Radojevic, Stanisic and Stanic, 2015). These
approaches are known as inductive and deductive approach. It will benefit the researcher
in gathering in-depth and quality information. As per the study, inductive approach will
be used as it will benefit the researcher in collecting in-depth knowledge so that better
outcomes can be attained.
 Research choice: There are two kind of research i.e. qualitative and quantitative
research. In qualitative research, information will be gathered in terms of figure, numbers
and facts. On the other hand, in quantitative research the required information will be
collected with the help of mathematical and statistical analysis of data through surveys,
questionnaires, polls etc. Both of these research are essential but for this research
quantitative research is used as it will helps in collecting accurate response (Pizam,
Shapoval and Ellis, 2016).
 Time horizon: It will helps in analysing initiation and ending time period of research and
other related activities. In this regard, Gantt chart can be used by investigator. Gantt chart
will benefits the researcher in dividing research activities according to their priorities and
time period.
 Research design: It specifies effective plan or structure so that activities related with
research can be controlled and organised in a proper manner. It is an essential plan that
must be implemented so that required information & data can be collected in timely
manner (Pacheco, 2016). To conduct a research, there are three kind of design i.e.
experimental, exploratory and descriptive. For this study, descriptive design is taken as it
will portray situations, events and profile of an individual in a proper & systematic
manner.
 Sources of data: In order to collect objective findings, this research will use both
primary and secondary information (Bilgihan and et. al., 2015). Primary data is fresh and