Understanding Customer Satisfaction Impact on Marriott Hotel Sales

This research project investigates the impact of customer satisfaction on sales at Marriott Hotel UK. The study begins with an outline of the research, including the aim to understand how customer satisfaction influences sales. It explores factors affecting research project selection, such as the researcher's interest and data availability. A critical review of key references highlights the interrelationship between customer satisfaction, employee morale, and sales performance in the hospitality sector. The research methodology includes a descriptive design using a positivism approach, with data collected through questionnaires administered to Marriott Hotel managers. The project outlines the research questions, methodologies, and data analysis techniques employed to identify the strategies Marriott Hotel can implement to increase its sales by enhancing customer satisfaction. The findings are based on surveys and various techniques like product innovation, training and development and organizational structure and culture, followed by recommendations for improving sales and customer loyalty. The project concludes with a presentation of the findings and recommendations.

RESEARCH PROJECT

TABLE OF CONTENTS
Research Title..................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Research project outline specifications..................................................................................3
1.2 Factors that contribute to the process of research project selection.......................................4
1.3 Critical review of key references...........................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Plan and procedures for agreed research specification..........................................................7
Task 2...............................................................................................................................................8
2.1 & 2.2 Research methodology.................................................................................................8
2.3 Collection of relevant data.....................................................................................................4
Task 3...............................................................................................................................................5
3.1 Appropriate research evaluation techniques..........................................................................5
3.2 Interpretation and result analyses...........................................................................................6
3.3 Recommendation.................................................................................................................10
Task 4.............................................................................................................................................10
4.1 Presentation..........................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
2

RESEARCH TITLE
“To understand the impact of customer satisfaction on sales of company: A case study of
Marriott Hotel UK”
TASK 1
1.1 Research project outline specifications
Organizations are working for increasing sales of company which is only possible by
satisfying consumer's needs. In the modern competitive era, there are large number of firms
which are offering the same quality products and services. To survive in such corporate market,
it is essential to understand the needs of service users and fulfill the same. It helps in satisfying
the clients and their needs by which sales and profit of the organization will get enhanced. In this
context, entities formulate such strategies which can help in identifying the needs of service
users and then modify their operations accordingly (Van der Heijden, Schepers and Ordanini,
2013).
There are many factors that put a huge impact on the overall sales of company like
consumer satisfaction, efficiency of products, employee’s morale, etc. With respect to hospitality
sector, it is important that all departments will work together and provide high quality of services
to guests so that needs of them would get fulfilled. By this way, organizations would be able to
increase their sales records. For the present research project, Marriott Hotel is being taken into
account. It is a leading hospitality organization that provides luxury services to guests. It
concentrates more on consumer's queries so that they would feel satisfied and become loyal
towards the brand. Research project will help in identifying the ways through which company
can satisfy its customers and raise its sales to a high extent (VanPatten and Williams, 2014).
Aim and Objectives
Main aim of present report is to understand the impact of consumer satisfaction on sales
of firm – A case study of Marriott Hotel.
3

Objectives
 To identify the impact of customer satisfaction on performance of Marriott Hotel
 To understand the interrelationship between sales and consumer satisfaction
 To recommend several strategies which can help in improving the sales of Marriott Hotel
1.2 Factors that contribute to the process of research project selection
There are number of factors that contribute well in the selection of research project.
Number of elements are as follows: Area of interest: Management of company has to look upon the consumer needs and
requirements. Customer’s tastes and preferences get changed regularly. So, company has
to look upon their choices that would help in increasing the sales of organization.
Researcher has interest in this area that can help to conduct better research. This is the
reason; researcher has selected this topic (Bai, Dhavale and Sarkis, 2014). Data collection: Information can be collected from various sources. Data collection is
easy that is the major reason of selecting this topic. Availability of sufficient sources: Researcher has given priority to this topic because there
are various sources through which relevant information can be collected on time. Feasible subject matter: Researcher has selected this subject because it is feasible and
scholar can conduct quality research on the same. Individual has paid attention on the
specific plan and process as well as collected relevant information that has made this
report more interesting.
 Survey: For collecting data, researcher has conducted survey and asked viewpoints of
consumers that has supported to a high extent (Chiang and Hsieh, 2012).
1.3 Critical review of key references
Performance of organization and sales are interrelated aspects. They both put high impact
on each other. For instance: if company is not performing well then sales of the entity will get
down. On the other hand, if organization is performing well then it means that it is able to satisfy
4

the needs of users that would help in increasing the sales of firm. According to Cohen and Olsen,
2013” satisfied clients are loyal customers and they come again and again in the organization”.
Customer satisfaction is one of the main aspects that can help organizations to survive in the
competitive market for longer period. In the current competitive market, it is difficult to satisfy
the needs of guests because their preferences can get changed any time. It is more difficult to
build long term relationship with customers. In this respect Chiang and Hsieh, 2012 stated that
“different factors can put their impact on the overall performance of company but having good
relationship with consumers can support in increasing the sales of organization to a high extent.”
If firm is able to provide quality services and products then people will be loyal towards the
brand and they will be attached with the brand for longer period. As per the views of Chiang and
Hsieh, 2012 satisfaction level of clients is directly related with the sales of company as if people
are satisfied then they will give positive comments to others whereas if they are not satisfied then
they will give negative feedback that can create bad brand image. In this context, management
has to make sure that they provide immediate and quality services to users that would help in
increasing the sales of company.
As per the views of Cohen and Olsen, 2013 employees are the biggest factor that affect
the overall performance of company. If workers of organizations are motivated then they will
give quick response to consumers whereas if staff members are not positive towards the brand
then they will not contribute in attainment of entity’s objectives and will not give proper
response to customer's queries. It would result in affecting the sales performance of organization
in a negative manner. Products of the firm put high impact on the sales records as if company
fails to provide quality services and products to customers then it would be difficult to survive in
the competitive market that would decrease the sales of organization. In absence of high quality
products, organization will fail to satisfy consumers that will hamper its sales performance.
According to Eisingerich, Auh and Merlo, 2014 firms have to look upon the needs of
service users. By fulfilling the desires of them, entity will be able to attract more customers that
5

would enhance their sales. If firm is able to fulfill its consumers’ needs then people will be
satisfied and they will visit the hotel again that will increase the sales of organization.
According to Chiang and Hsieh, 2012 there are many factors that affect the consumer
satisfaction to great extent. Product quality is the major element that influence the mind of client
(Chiang and Hsieh, 2012). If firm is unable to service them quality hospitality services then
individual will get negative and will not come in the organization again. In the hospitality
industry consumers expect to get quality services at minimum time, they do not want to wait a
lot. If hotel or restaurant is able to satisfy their needs then consumers come in the place
frequently otherwise they do not come here that impact on the sales volume of the firms. On
other hand Cohen and Olsen, 2013 has argued that communication is the major element that
affect the satisfaction level of customers. If company is able to make effective communication
with them and resolve their issues immediately then it will make clients loyal towards the brand.
Otherwise, they will move to other organization soon (Cohen and Olsen, 2013 ). Each individual
wants that employees of hotel listen to them carefully and provide them food and services
immediately as per their need. But if there is communication gap and management do not give
them quick response on their quarries then it makes them negative and they give negative
feedback to others as well. By this way overall sales volume of the companies can get affected
badly.
1.4 Research project specification
Research methodology is the process through which researcher can collect relevant
information and data for achieving aim and objective of the research. It supports in conducting
detail study on the research topic so that root cause of problems can be identified and proper
solutions of any issue can come out. Research questions are prepared by the researcher so that
segregation of topic can be done. Positivism approach of research will support in giving
optimistic information regarding topic. Descriptive design will be adopted by the researcher to
identify the interrelationship between sales and consumer satisfaction. Data would be collected
6

by the researcher by filling questionnaire with managers of Marriott hotel (Chiang and Hsieh,
2012). Questions for the research study are as below maintained:
 What is the impact of consumer satisfaction on company's performance?
 What is the relationship between sales records and customers satisfaction?
 What are the factors that affect consumer's satisfaction?
For the present research several methodologies will be used by researcher, these are as
following:
 In order to collect data primary and secondary sources will be used. Survey will be
conducted as primary sources and for secondary sources books, journals, articles will be
taken.
 Inductive approach will be used for this research as data is collected from the
organizational view so this approach will be feasible for the study.
 For the present report interpretivism philosophy will be used so that necessary
amendments can be done timely.
 Random sampling techniques will get selected by the researcher so that unnecessary
biasness can be avoided. Sample size for this topic will be 30 managers of Marriott hotel.
 For data analyses qualitative technique will be used for this study.
1.5 Plan and procedures for agreed research specification
Activity Week1 Week2 Week3 Week
4
Week5 Week6 Week7 Week
8
Week9
Research
Proposal
Reading
Literature
formulate
aims and
7

objectives
Drafting
literature
review
Collecting
secondary/
primary
data
Analyzing
data
Develop
research
approach
Drafting
research
methodolog
y
Develop
questionnai
re
Arranging
interview
Conducting
interview
Accumulati
ng the data
8

Drafting
Findings
Analyzing
data
Completion
of
remaining
chapters
Taking
feedback
Revising
the draft
Printing
and binding
Submission
TASK 2
2.1 & 2.2 Research methodology
9

Introduction
It is considered as the process which helps in selecting effective tools and techniques so
that desired objectives could be selected for carrying out the study.
Research philosophy
It is considered as the belief regarding the way in which data regarding a phenomenon
needs to be collected, analyzed and used. Research philosophy is considered of two different
types i.e. positivism and interpretivism (Cochran, 2007). In the current study, positivism research
philosophy has been selected in regard to analyse the employment laws within Marriott hotel.
Main reason behind selecting such approach is that it helps researcher in carrying out the study in
suitable qualitative analysis.
Research design
Research design is stated as the blueprint and thus which helps in analysing, collected an
evaluating the information so that results can be attained within study. There are different types
of research design I,e, descriptive, exploratory and case study (Creswell, 2013). In the present
study, descriptive research design has been selected in order to carry out the objectives and
analyse the outcomes. It also assists researcher to effectively answer the questions and thus make
proper judgements.
Research approach
It is considered as the type of study within deductive and inductive approaches so that
best suitable methods could be adopted. Hence, it is considered as the best approach that results
into carrying out effective analysis and thus attain desired results (Kitchin and Tate, 2013). In the
present study, inductive approach is being selected by the researcher. Main reason behind
selecting such approach is attaining high growth of study from specific to general. Researcher
also analyses the impact of customer satisfaction on the sales of firm. Here, scholar also develops
effective theory in order to carry out the study effectively and efficiently.
Research type
Research types is considered as the effective study which involves different forms of
carrying out the study and thus attain desired results. It involves two different research types
such as qualitative and quantitative. Such type of research is generally considered as the analysis
of need and demand of study (Khan, 2014). The present research is using quantitative research
1

type and prepares questionnaire in regard to analyse the study of customer satisfaction and its
impact upon sales of firm. Quantitative research is considered as focusing upon obtaining
objective measurements and statistical, mathematical and numerical information so that data
analysis could be done using statistical tools such as SPSS. Main strength of such research is that
it helps in completing and refining quantitative data. Further, it also helps in providing more
detailed information to explain complex issues. While, weaknesses of such research is that the
findings sometimes could not be generalised to the study.
Data collection
Data collection is considered as the type of process through which informality is being
collected regarding the particular topic. It involves two different types of data collection methods
such as primary and secondary sources. Both these methods are being used in regard to carry out
the study and attain desired objectives (Creswell, 2013). Primary data collection method
undertakes questionnaire that helps in formulating effective questions in order to carry out the
research. While, secondary data collection method involves different sources such as online
journals, books, internet sources and newspapers that helps in obtaining informality regarding
particular subject matter.
Sampling
It can be stated that sampling is considered as the process of obtaining informality from a
small number of people selected from the whole universe. Researcher aims to select the
information through random sampling technique and thus analyse the information (Žikić, 2016).
Main reason behind carrying out such sampling method helps in providing equal chances to
every individuals and thus obtain the best information. Further, the sample size selected is 30
managers of Marriott hotel.
Data analysis
Data analysis is considered as the method that helps in analysing the information in terms
of carrying out the output of the study. It involves thematic and statistical methods through
which data analysis could be done (Jain, Ashaiya and Jain, 2016). In the present study, thematic
analysis is being adopted in regard to carry out the qualitative research type.
Research limitations
There are varied limitations involved within the study for carrying out the research. It
involves lack of time, resources and human resources. Therefore, it is essential for scholar to
2

undertake and review different books and journals so that it helps in collecting appropriate
information and thus conduct the study. Also, lack of time is considered as one of the main
limitation of the research therefore, it affects the quality of research (Kitchin and Tate, 2013).
Ethical considerations
There are certain ethical considerations which needs to be undertaken by the researcher
and thus maintain privacy of the informality provided by individual within the study. Also, it is
essential for scholar to undertake effective reference and citation of work so that act of
plagiarism could be maintained (Mercieca and Mercieca, 2013).
Questionnaire
1. Name:
2. Gender:
3. Age:
4.According to you, what is the impact of sales on company's performance?
 Revenues increase
 Brand image enhance
 cost increase
 No effect
5. Do you agree customers are satisfied with the product and services?
 Yes
 No
6. Does performance of company affect sales records of Marriott Hotel?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
7. What techniques can support the firm in improving its working performance?
 Product innovation
 Training and development
3