Strategies for Improving Customer Satisfaction at Marriott Hotels

This report is a literature review focusing on customer satisfaction within the hospitality industry, specifically using Marriott hotels as a case study. It begins with an introduction to literature reviews and their purpose, followed by an analysis of the concept of customer satisfaction, exploring its importance and impact on profitability. The report examines strategies for improving customer satisfaction, including providing excellent customer service, offering innovative products, gathering customer feedback, and implementing customer relationship management. The report synthesizes the views of several authors, including Lu, Lu and Neale, Kandampully, Zhang and Bilgihan, Rahimi and Kozak, Berezina, Bilgihan and Okumus, Kimes and Wirtz, Bowie, Buttle and Mariussen, Sari and Suslu, Kim and Park, Assaf, Josiassen and Woo, Gössling, Hall and Andersson, Bowen and Chen McCain, Sun, Fong and He, and Xu and Gursoy. The conclusion emphasizes the crucial role of customer satisfaction in achieving business success, highlighting the impact on profitability and competitive advantage. The report also provides suggestions for hotels to improve customer satisfaction and maintain profitable clients.

Research Methodology

TABLE OF CONTENTS
CHAPTER 1 : LITERATURE REVIEW INTRODUCTION .............................................................3
CHAPTER 2 LITERATURE REVIEW MAIN BODY.......................................................................3
Develop the understanding about the concept of client satisfaction...........................................3
Analyse the importance of consumer satisfaction.......................................................................4
The effect of client satisfaction on profitability of Marriott hotel.............................................5
Ways for improving customer satisfaction in hotel industry......................................................6
CHAPTER 3 : CONCLUSION ...........................................................................................................6
REFERENCES.....................................................................................................................................8

CHAPTER 1 : LITERATURE REVIEW INTRODUCTION
Literature review could be referred to as the academic document that involves the actual
knowledge involving substantial assemblage, and theoretic and method endeavour to specific
subject. It can also be referred to as the critical analysis of the particular topic. In context of present
study scholar will write literature review in order to demonstrate their understanding about the topic
selected for investigation. The other purpose of writing literature review is that researcher wants to
analyse the perception of other scholars as well as authors about the strategies adopted by hotels in
order to improve customer satisfaction. A systematic literature review will be executed for
investigating the relevant areas of publications over customer satisfaction in hospitality sector. The
rationale for conducting the literature review is that it helps scholar in identifying the best strategies
which are used by the companies operating in hotel industry for improving the satisfaction of
clients is very much important in order to drive firm towards success. Reason for selecting the
specific topic for literature review is that customer satisfaction are critical factors for success of any
organisation operating in service sector.
Literature review will include critical analysis of the strategies adopted by companies in
hospitality sector for improving customer satisfaction. It will also include the suggestion related to
the Tactics which can be implemented by Marriott hotel in order to provide more satisfaction to its
clients.
CHAPTER 2 LITERATURE REVIEW MAIN BODY
Develop the understanding about the concept of client satisfaction
As per the views of Lu, Lu and Neale, (2016), providing satisfaction to customer is
considered to be as foremost activity in the business. With this regard, guest expectations must be
fulfilled to determine positive customer level in hospitality business. Positive safe and effective
environment assists to identify perception imparted and achieve more success at workplace. Main
ingredient with special experience shows positive results in the organisation. Environment must be
clean, well and comfortable so that it increases more customer satisfaction. On the other hand,
Kandampully, Zhang and Bilgihan, (2015) argued that maximum number of customer satisfaction
can be achieve with maintain security. Frequent interaction with guests in hospitality business helps
to develop uniformed security which will frighten and impart sense of safety.
According to the points of Rahimi and Kozak, (2017), guest of the hospitality business must
concentrate on providing the high value proposition to customers, as it will assist them in building
strong relations with clients. Value can be inexpensive which include their visiting in form of

discount, snacks, bottle water with no charge, etc. Guest are generally no expect these perks but it
helps to increase their satisfaction level which would be beneficial to maintain uniform security.
Furthermore, it helps to build repeat business which is the best sign of consumer gratification.
Beside this, Berezina, Bilgihan and Okumus, (2016) generated their views that with the help of
more effectiveness measurability is considering best perspective to attain overall goals and targets.
Therefore, tools are gauge with more progress to ascertained with survey cards. Allowing guests to
share their experience also helps to the chosen business to make changes in working system so that
it would be beneficial to improve areas where staff can be successfully serving their guests.
Along with this, Kimes and Wirtz, (2015) stated that customer loyalty is one another aspect
to make happy and increase their satisfaction. It also provides services with awesome products to
create fast track and keeping with latest trends that follow for building personal assistance services.
For fulfilling the requirement of clients., it is very much important making progress and
effectiveness to deal with latest competition. Keep customers loyal continuously increases focusing
on making special concession towards more customer attraction. In this regard, negative experience
can be reduced with maintain their loyalty.
Analyse the importance of consumer satisfaction
As per the opinion of Bowie, Buttle and Mariussen, (2016), client gratification in hospitality
services helps to produced desired level of results to lead with significant advantages at workplace.
Services of the hospitality industry is important element that helps to attract several customers
together. It also builds constant improvement in the business. Proper presentation also exceeds
expectations of customers which includes pre-booking to stay post. Choice of hotels becomes main
issue which includes variety of hotel services, reliability and price is also important. On the other
hand, Sari and Suslu, (2018) stated that in order to maintain position, compete in future is also
essential. As a result, it is necessary to provide quality services which helps to attract several
customers towards the business. Improvement in customer satisfactions helps to increase service
quality will help firm in gaining the competitive advantages. It increases great chance to deliver
excellent service.
In addition to this, Lu, Lu and Neale, (2016) generated their points that customer satisfaction
is also important to make happier environment. This is because, it helps to concentrate on lots of
money that create amicable environment to design and perceived with emotive quality of
employees. Special experience for guest also increases in the environment in term of sense of
safety. As a result, it increases positive work performances to build effectiveness at workplace. Due
to emotive quality of employees, special experience for guest must be develop in environment. As a
result, it helps to make them comfortable. However, Kim and Park, (2017) argued that another

significance of customer satisfaction is increase security when customer is paying to be served so
that they expect to be able relax and enjoy themselves without working about security. Secure
environment means having plenty of friendly employees so that visibility increases to guest from
the moment to arrive to departure. Better value also develop that helps to ascertained excellent
results and visit in the form of discount.
The effect of client satisfaction on profitability of Marriott hotel
As per the opinion of Assaf, Josiassen and Woo, (2015), consumer satisfaction makes
important contribution to maximise profitability, Business taking several risks to lose customers
with effect of competitive activity and natural wastage. Online site dedicated to maintain customer
relationship management so that it boosts profits to retain customers for longer. Beside this,
Gössling, Hall and Andersson, (2018) stated that continue to make contribution in revenue and
profitability. It can be creating further effect to acquire sales from existing customers. Focusing on
customer satisfaction and gaining long term profitability helps to generate positive results to do
continue operations and functions. As a result, lifetime customer value represents total profitability
to generate more effectiveness at workplace (Linton, 2019).
As per the points of Bowen and Chen McCain, (2015), social networking assists an
organisation in reaching to the wide number of customers and hence helps firm in increasing sales.
With this regard, it can be stated that lifelong customer value helps to attain effectiveness with
software and analytics company performances. Encourage customers with provide services
feedback to make appropriate purchase decisions. With the help of effectiveness of customer
satisfaction, Marriott hotel will able to communicate several advantages for customers perspectives.
In addition to this, Sun, Fong and He, (2017) Social networking sites play very important role in
Marriott to target several customers in the business. This is because, with the help of different blogs,
photos and videos posting helps to attract customers towards the business in successful manner. As
a result, it increases significant advantages to make purchase decision again. Furthermore, valuable
results will be gain to focus on increasing customer satisfaction in the business goals and objectives.
As per the perception of of Xu and Gursoy, (2015), prioritise customer satisfaction is also
important aspect that ascertained with more activities. It increases desired level of results and
promote significant advantages for measurable effects. From the help of feedback receive, various
measurement can be successfully implemented that assists to ensure that positive performances will
be gain in systematic manner. As a result, in Marriott hotel targets can be accomplish in desired
manner.

Ways for improving customer satisfaction in hotel industry
In context of hospitality business, there are different techniques of improving level of
consumer satisfaction. As per the views of Song, Lee and Song, (2015), excellent customer services
are one of essential to get success in the business. As a result, exceptionally it is important to fulfil
guest requirements. Peaceful and comfortable work towards customers assists to gain more
significant advantages that must improve customers satisfaction in the business. As a result, it helps
to communicate significant effectiveness to show good position of the enterprise. According to the
view of Papaioannou, Kriemadis and Kourtesopoulou, (2018), an organisation can deliver high
level of satisfaction to their clients by offering innovative products or services. As per the opinion
of Sarmah and Rahman,(2018), taking continuous feedback from the customers can help firm in
identifying their needs. The author states that focus group strategy can be adopted by Marriott hotel
as this will provide business entity in catering to the needs of customers which is very much crucial
in order to provide them high level of satisfaction. According to the thinking of Gössling, Hall and
Andersson, (2018), company can implement customer relationship management strategy as this will
help business entity in developing the strong relationship with client and it will also support an
enterprise in delivering satisfaction to clients.
CHAPTER 3 : CONCLUSION
It has been concluded from the research report that delivering high level of satisfaction to
customer is very much important for firm in order to achieve success. The other thing which has
been concluded from the literature review is that the root cause of high level of customer
dissatisfaction is poor standardisation of services which has lead to the decline in firm ability to
customise the offer for fulfilling the demands of customers. It has been concluded from the research
report that business entity has high potential to improve its customer satisfaction level. The other
thing which has been concluded from the research report is that an organisation by providing the
high value for money can deliver the high level of satisfaction to customers. It has been concluded
from the literature review that customer satisfaction has indirect but great effect on the profitability
of company. The other thing which has been concluded is that firm can gain competitive advantage
by meeting the expectation of client. It has been concluded from the research report that hotel
companies are facing issues in delivering high level of satisfaction to customer due to continuous
changes in social factors. The other thing which has been concluded from the literature review is
that providing the high level of satisfaction to customers is very much essential in order to retain
profitable client for long time.
There are various strategies has been suggested in the report which can be utilised by

organisation in order to deliver high level of satisfaction to their client. The other suggestion to
company is that an organisation is required to produce goods as per demand of customers. In
addition to this, other recommendation to company is that it should concentrate on delivering
quality products at reasonable price.

REFERENCES
Books and Journals