Customer Satisfaction and Hotel Growth: Arbor Hyde Park Hotel Analysis

This report examines the impact of customer satisfaction on the growth and sustainability of the Arbor Hyde Park Hotel, a case study within the UK's competitive hospitality industry. The study investigates the importance of customer satisfaction, the need to meet customer expectations for future growth, and the benefits of client satisfaction on hotel operations. The research includes a literature review, research methodology, data analysis, and conclusion with recommendations. The findings highlight the significance of customer satisfaction for retaining customers, enhancing business volume, and ensuring long-term success. The report aims to provide actionable strategies for the Arbor Hyde Park Hotel to improve customer satisfaction and achieve sustainable growth in the face of increasing competition. The study emphasizes the importance of meeting and exceeding customer expectations to foster loyalty and drive positive business outcomes.

“Evaluate the impact of Customer satisfaction on
the growth and sustainability of Hotel: A case on
Arbor Hyde Park Hotel”

ACKNOWLEDGMENT
I am grateful to say that conducting a dissertation was a learning curve which helped in
enhancing my knowledge and skills to significant level. I am thankful to all those people who
supported me during my study and guided me to carry out entire course of study. Further, with
constant support and motivation from my mentor I was able to carry out the study in appropriate
manner.

ABSTRACT
Looking at the present condition of hospitality industry of UK it can be said that,
constantly increasing competition has enforced the firm to enhance their level of services and
customer satisfaction in order to either establish in the market or to retain the position for long
period. Furthermore, entire study will focus on evaluating the impacts that customer satisfaction
have on the growth and sustainability of the hotel. Further, the current dissertation is important
from the point of view that it will shed light on the significance of maintaining or constantly
improving customer satisfaction in the hospitality industry. By developing appropriate strategies
related to service rendering process, hotel organisation is able to meet expectations of consumers
which are changed as per the lifestyle and social context of people.
Further, with the help of data analysis section it has been identified that, customers that
has used the services of Arbor Hyde Park Hotel are happy as their expectations has been met as
well as management is able to respond on their queries in effective and efficient manner. But
with increasing competition it is essential for the top level management of Arbor Hyde Park
Hotel to undertake more smart and effective strategies and tactics so that level of customer
satisfaction can be enhanced and future growth and sustainability can be achieved.

TABLE OF CONTENTS
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Study.......................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Aim and Objectives...............................................................................................................2
1.4 Research Questions................................................................................................................2
1.5 Structure of Dissertation........................................................................................................2
Chapter 2: Literature review............................................................................................................4
2.1 Definitions.............................................................................................................................4
2.2 Importance of customer satisfaction in hotel organization....................................................4
2.2 Relation between customer satisfaction with sustainability and growth of hotel
organization.................................................................................................................................6
2.3 Benefits of client satisfaction on the functioning of a hotel organization.............................7
2.4 Conclusion.............................................................................................................................8
Chapter 3: Research Methodology................................................................................................10
3.1 Introduction..........................................................................................................................10
3.2 Research Philosophy............................................................................................................10
3.3 Research Approach..............................................................................................................10
3.4 Research Design..................................................................................................................10
3.5 Data collection.....................................................................................................................11
3.5.1 Primary Research..............................................................................................................11
3.5.2 Secondary Research..........................................................................................................11
3.6 Sampling..............................................................................................................................11
3.7 Data Analysis.......................................................................................................................12
3.8 Ethical Consideration...........................................................................................................12

3.9 Research Limitations...........................................................................................................12
Chapter 4: Data Analysis...............................................................................................................13
4.1 Introduction..........................................................................................................................13
4.2 Analysis of Data..................................................................................................................13
Chapter 5: Conclusion and Recommendations..............................................................................22
5.1 Conclusion...........................................................................................................................22
5.2 Recommendations................................................................................................................22
Chapter 6: Review of Methodology..............................................................................................24
Chapter 7: Personal Reflection......................................................................................................25
References......................................................................................................................................26
Appendix........................................................................................................................................29
Questionnaire.............................................................................................................................29

CHAPTER 1: INTRODUCTION
Topic: “Evaluate the impact of Customer satisfaction on the growth and sustainability of Hotel:
A case on Arbor Hyde Park Hotel”.
1.1 Background of the Study
Satisfied customer is one of the most prior objectives for the companies operating in the
corporate world irrespective to their sector. However, it defines the capability of the
commodities offered by the company meet the expectations of the customers. Particularly in
hotel industry it is very important for the firms to carry out their operations in effective and
efficient manner so that customers can be satisfied as well as their experience can be enhanced.
Looking at the present condition of hospitality industry of UK it can be said that, constantly
increasing competition has enforced the firm to enhance their level of services and customer
satisfaction in order to either establish in the market or to retain the position for long period
(Andrews, 2007). Furthermore, entire study focused on evaluating the impacts that customer
satisfaction have on the growth and sustainability of the hotel. Through the means of this,
researcher aims at evaluating the strategies or tactics employed by the hotels to meet the
expectations of target audience as well as expectations of customers from the hotel industry of
UK so that appropriate recommendations can be regarding future improvements (Geng and Chu,
2012).
1.2 Rationale of the study
The rationale behind carrying out this study is that, considering the present condition of
hospitality industry of UK it can be said that, constantly increasing competition has enforced the
firm to enhance their level of services and customer satisfaction in order to either establish in the
market or to retain the position for long period. Further, the current dissertation is important from
the point of view that it illustrated the significance of maintaining or constantly improving
customer satisfaction in the hospitality industry. In addition to it, there were several expectations
of investigator which makes it more important for him/her to conduct the entire course of study
in effective and efficient manner. Other than this, present study illustrated the different
approaches and methods employed by the companies operating in UK hotel industry to achieve
the customer satisfaction and maintain it for longer sustainability. On the basis of entire study,
researcher provided suitable and reliable recommendations to the selected hotel so that
managerial level people can easily improve the functioning and attain desired results and
1

outcomes. At last, piloting this study aids in improving the skills and knowledge of the readers
and learners towards the importance of customer satisfaction in Hotel industry of UK.
1.3 Aim and Objectives
Aim:
The main purpose of carrying out this study is to “Evaluate the impact of Customer
satisfaction on the growth and sustainability of Arbor Hyde Park Hotel”.
Objectives:
In order to achieve the above defined aim it is important for the investigator to develop
suitable and reliable objectives so that each and every aspects of selected topic can be analyzed
and suitable findings can be generated. Following are the objectives of current study:
 To assess the importance of customer satisfaction in hospitality industry.
 To understand the need of meeting customer expectations for the future growth and
sustainability.
 To analyze the benefits of client satisfaction on the functioning of a hotel.
 To recommend suitable strategies and tactics to the senior authorities of Arbor Hyde Park
Hotel for enhancing the level of customer satisfaction.
1.4 Research Questions
These questions create suitable platform for the investigator and helps in carrying out
entire course of study in systematic and reliable manner. Following are the research questions of
the current study.
 What impact does client satisfaction makes on the growth and sustainability of Arbor
Hyde Park Hotel?
 What are the major benefits of customer satisfaction for the Arbor Hyde Park Hotel?
 What strategies could help in improving the level customers’ satisfaction for the cited
firm?
1.5 Structure of Dissertation
In order to carry out a study, it is important for the investigator to follow proper structure
so as to generate desired results and outcomes. Further, in order to present substantial conclusion
and recommendations it is essential for researcher conductor to carry out entire course of study
in systematic manner. Following in the structure that need to be followed:
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 Chapter 1 Introduction: It is the first and foremost section of any dissertation in which
researcher aims at evaluating and understanding the selected topic briefly. Further, there
are several elements of this chapter that helps in evaluating various aspect about the study
such as purpose of the study, aim and objectives, research questions etc (Anisimova,
2013).
 Chapter 2 Literature review: The main purpose of this section is that it assist in
developing suitable and reliable theoretical base for the study on the basis of which
qualitative analysis can be made effectively. Further, in this chapter, thoughts and views
of different scholars, authors etc. has been considered with the aim of making in-depth
understanding about the selected topic.
 Chapter 3 Research Methodology: This is one of the most crucial section of the
dissertation because through the means of this researcher highlights all the tools and
techniques that he/she going to use in order to conduct the study in systematic and ethical
manner. There are various components of this section such as: research design, approach,
philosophy, strategy, data collection, sampling, data analysis and ethical consideration
(Badke, 2012).
 Chapter 4 Data Analysis: Once the data is collected it is important for the investigator to
analyse the data so that desired results and findings can be generated. Thus, it is of great
importance that, investigator should pay proper attention towards this section and carry
out it with the best possible manner.
 Chapter 5 Conclusion and Recommendations: This is the last chapter of the study but
presents the overall understanding of the study. Researcher under this section provide
brief information about the expected and actual results and on the basis of which provides
suitable recommendations so that future scope of the study can be analysed (Bell and
Bryman, 2003).
3

CHAPTER 2: LITERATURE REVIEW
Literature review is termed as a most important part of an investigation that supports
researcher in order to draw an appropriate conclusion as per the objectives of research. In this
section, investigator is carried out detail evaluation of wide range of data that have been assessed
from various secondary sources in the form of books, journals and findings of past studies related
to similar topics (Grissemann and Stokburger-Sauer, 2012). By considering the wide range of
secondary data, researcher is able to evaluate view of different authors and their arguments in the
context of present so as a rich data is acquired that increases effectiveness of research outcomes.
The present study is carried to examine the impact of Customer satisfaction on the growth and
sustainability of Hotel organization. Therefore, researcher has examined the data which is
associated with different sources.
2.1 Definitions
According to Kusluvan (2003) “Customer satisfaction is termed as most important
measure which is defined how well the expectations of a customer about a certain product or
service provided by an organization have been met (Kusluvan, 2003).”
Lee, Vermaand Roth (2015) defined that customer satisfaction as a degree of satisfaction
provided by particular goods and services of business entity which is measured in the form of
number of repeat purchasing of consumers (Lee, Verma and Roth, 2015).
According to Daniel and Sam, (2011) Business sustainability is also known as corporate
sustainability it is termed as a systematic approach which is applied for management and
coordination of environmental, social and financial demands and concerns for ensuring the
responsible, ethical and ongoing success of business (Daniel and Sam, 2011).
According to Eshghi, Roy and Ganguli, (2008) “Business sustainability is defined as a
managing the triple bottom line that determines a process by which companies develops various
strategies for handling various business operation for their financial, social and environmental
risks, obligations and opportunities (Eshghi, Roy and Ganguli, 2008).”
2.2 Importance of customer satisfaction in hotel organization
The research of Ford, Sturman and Heaton, (2011) has found that the success of hotel
organization is greatly depending on the satisfaction level of consumers. This is because satisfied
consumers are providing great opportunities to hotel organization to manage a sustainable
growth and development. Gemkow, (2011) defines that, customer satisfaction plays crucial role
4

in defining the loyalty of clients, identifying the unhappy customer, reduce churn and enhance
business volume. However, author in the study also illustrated that, the cost of attracting or
influencing new customers is higher as compared to the cost of retaining the existing one
(Gemkow, 2011). Therefore, it is essential for the managers of hotel to focus on meeting the
customer satisfaction so that they can be retained for long periods and convert into loyal clients.
The investigation of Prud’homme and Raymond, (2013) has found that customer
satisfaction is termed as a best indicator that determine future purchase decision of consumers. In
this context, it has been found that consideration of views of consumers is being identified as an
important measure to assess their perception about service quality and satisfaction level. Author
further evaluated that by asking customers to rate their satisfaction on particular scale of 1-10,
hotel organization is able their perception about quality of services. For example: if Any
customers that give provided a rating of 7 and above that mean particular customer is satisfied
with wide range of services provide by hotel organization and would make repeat purchases. In
similar way, Customers who have rated 9 or 10 are being considered as potential customer
advocates for company (Ryu, Lee and Gon Kim, 2012). Furthermore, Scores of 6 and below are
warning signs for company or hotel organization that determines customer is unhappy from
services and at risk of leaving. Apart from that it also represent dissatisfaction level among
consumers.
As per the research of Hill, Roche and Allen, (2007) it has found that in highly
competitive marketplace where companies or hotel group are facing tough competition for
customers, customer satisfaction is identified as a key differentiator that plays important role in
success of business in cut-throat environments. Therefore, management of hotel organization
make customer satisfaction as a key element of their business strategy. Jackson, (2008) has
evaluated that hotel companies who are offering amazing customer experiences and develops an
appropriate work environments for employees that provides significant assistance to improve
satisfaction of consumers. This approach supports manager for handling market competition
level (Jackson, 2008).
The research of Kandampully, (2007) has found that satisfaction level of consumers helps
business entity in order to reduce customer churn. This is because high price of hospitality
services is not identified as a main reason for customer churn because it is actually occurred due
to overall poor quality of customer service within hotel organization. In this regard, author
5

further argued that customer satisfaction is the most important metric through which hotel
organization is able to reduce reduce customer churn (Kandampully, 2007). In this context,
(Cesarotti and Spada, 2009) argued that proper measurement and tracking of customer
satisfaction provides significant assistance to manager of hotel organization for implementation
of change in business operation for increasing the overall quality of services (Childerhouse and
Towill, 2000).
2.2 Relation between customer satisfaction with sustainability and growth of hotel organization
As per findings of investigation of Fung and King, (2010) , researcher evaluated that, if
there is any place where clients or consumers are likely to be paying the attention to the type of
services are they are going to receive is in the hospitality industry. However, this is one sector in
which people are ready to spend high amount money in order to achieve better services as per
their expectations (Hwang and Wen, 2009). Further, author illustrates that, satisfying the needs
and wants of customers assist companies operating in this industry to achieve desired growth and
sustainability. Palmer, Beattie and Beggs, (2000) has determined that the management of
hospitality business ensures about sustainability and growth of business in existing along with
new market place by considering customer satisfaction as an important element of business
strategies.
As per the investigation Quilliam, (2008) it has addressed that a systematic study on
satisfaction level of consumers of hotel organization provides an important opportunity to
managers for development of appropriate policies for business advancement and application of
change in business operations as per the current market trends that results growth in business.
Author further argued that by developing appropriate strategies related to service rendering
process, hotel organisation is able to meet expectations of consumers which are changed as per
the lifestyle and social context of people (Quilliam, 2008). In the support this argument, Beard,
(2014) determined that consideration changes in social status and lifestyle in service rendering
process has found very effective for creation of some unique services through hotel organization
ensures about market position of company by assessing competitive edge over other companies
so as management gets ensures about long term growth of business (Beard, 2014).
The study of Belcher, (2015) has evaluated that consideration of current satisfaction level
of consumers helps management in strategic planning process. On the basis of this information,
organization develops various plans associated with financial management, budgeting, training
6

and development programmes of employees, marketing activities, resource acquisition and etc.
All these factors are playing important for increasing the service quality along with satisfaction
level of consumers (Belcher, 2015). These factors help organization in order to improve overall
efficiency and performance so as management attains wide range of long term and short term
with an appropriate manner which is essential for ensuring sustainability and growth. Heaton,
(2012) examined that quality of different hospitality services is considered as a most important
factor through which business entity is able to assess loyalty of consumers for long duration
which is identified as a most important element of business growth as well as long term
sustainability. The research of Collis and Hussey, (2014) has determined that by considering
views of highly satisfied consumers, management will be able to develop appropriate strategies
related to marketing and promotion of different product and services along with development of
new services through which hotel is able to retain existing consumers and attract new guests
towards different services of hotel organization.
2.3 Benefits of client satisfaction on the functioning of a hotel organization
As per the study of Andrews, (2007) there are several benefits of satisfying the needs
and wants of customers especially in hospitality industry where level of competition is increasing
day by day. The major benefits of meeting customer expectations is that, it transforms first time
visitors to the loyal customers, enhance the overall sales of business as people are feeling
comfortable with services offered to them and satisfied customers will assist in automatically
generating new clients through the means of mouth publicity (Andrews, 2007). In this context,
the study of Anisimova, (2013) has found that revenue generation process in hotel organization is
carried out with reference to 80/20 rule. It determines that 80% of the total profit hotel
organization comes from just 20% of total clients of hotel as a result of their repeat sales.
Therefore, profitability of business entity which is working in hospitality business is highly
influenced by a customer-centric business plan. Therefore, companies are paying extra attention
for identification of “right” customers and focusing on their retention for long duration that
develops new opportunities for repetitive sales (Anisimova, 2013). In this context, hospitality
organization needs to develop appropriate strategies in order to avoid unhappy customer
syndrome and improve customer sentiment. Furthermore, Lee, Verma and Roth, (2015) has
argued that that customer loyalty is essential for every organization that plays important role for
maintaining long term growth of company. Therefore, business entity requires to offer wide
7

personalized service to assess loyalty of clients for long duration.
Ford, Sturman and Heaton, (2011) illustrated that, in order to enhance the level of
satisfaction, hotels and resorts have started offering wide range of services, but due to economic
recession they are unable to attracted expected amount of customers which indirectly enhance
their expenditure and create obstacles in future growth and sustainability. Ryu, Lee and Gon
Kim, (2012) argued that, in order to maintain competitive edge within the environment of hotel
industry it is important for the firms to make higher expenditure on enhancing the clients
experience as it will provide benefits in long term perspectives (Ryu, Lee and Gon Kim, 2012).
In this context, the research of Anisimova, T., 2013 ( Andrews, 2007) has addressed that
retention of existing consumers by offering unique services is more cheaper than acquire new
ones. Author further argued that cost of acquire new customers is six to seven times more than
retain existing customers. This is because hotel organization has to develop various strategies in
order to promote different services to assess new consumers that incurred huge expenditure. On
the other hand, hotel firm can win loyalty of consumers within very less cost or some offers.
Anisimova,2013 examined that an efficient base of highly satisfied consumers provide an
new opportunity to company to attract new visitors. In this context, author further argued that
word of mouth marketing is mainly influenced experience of satisfied visitor that also provides
significant benefits to company in the form of increase in sales of company along with
enhancement in goodwill of the from. The research of (Badke, 2012) has evaluated that there is
significant brand loyalty addressed among consumers who are assessing wide range of
hospitality services. This thing helps managers of hotel organization in expansion of business in
new overseas market. This is because loyal customers of company will consider the services in
particular brand in overseas market that ensures management about success of business
expansion strategies hotel organization. In this regard, a large base of loyal consumer helps
managers for taking appropriate risk during expansion of business in new market places.
The research of (Kusluvan, 2003) has found that satisfaction level of consumers is also
considered as an important marketing strategies through which management of hotel firm
presents wide range of services along with other offers with an more aggressive manner so as a
unique image of brand is being created that provides competitive edge to hotel within highly
competitive market place.
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2.4 Conclusion
As per the above literature review, it can be concluded that success of hotel organization
is greatly influenced by number of loyal consumers. In this context, it has found that every
organization has to win the loyalty of consumers in hospitality business so as management has to
develop appropriate strategies for development and marketing of wide range of unique services.
In this process, organization has to pay extra attention on quality of services along with service
rendering process.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the section under which investigator defines all the tools and
techniques that will be going to use in the entire course of study to carry out accurate and smart
dissertation. Herein, study focuses on evaluating the impact of customer satisfaction on the
growth and sustainability of Arbor Hyde Park Hotel. In order to do so it is important for the
conductor to use suitable tools and justify them to generate desired findings (Daniel and Sam,
2011).
3.2 Research Philosophy
It is defined as the value of belief that researcher has in achieving the outcomes.
However, the main purpose behind selecting proper philosophy is that it assist researcher in
accomplishing data analysis section in feasible manner. There are two types of research
philosophies interpretivism and positivism. Considering the components and aspects of the
selected topic, interpretivism research philosophy has been selected (Bell and Bryman, 2003).
However, rationale behind selecting this approach is that it focuses on data which is qualitative
in nature and in the current study researcher aims at evaluating the impact of customer
satisfaction on the growth and sustainability of Arbor Hyde Park Hotel. Thus, this philosophy
will help in executing analysis section in in-depth manner.
3.3 Research Approach
Research approach is considered as the critical part of the study which must be executed
in appropriate way for attaining the expected results. There are two types of approaches for the
study Inductive and Deductive. Herein, according to the present study inductive research
approach has been selected because it will encourage investigator to focus on significance of the
customer satisfaction on the functioning of the Arbor Hyde Park Hotel. Especially will ensure in
evaluating its impact on the growth and sustainability of the cited firm. Further, with the help of
inductive approach researcher can make certain specific speculations regarding the impacts and
importance so that recommendations can be made effectively (Daniel and Sam, 2011).
3.4 Research Design
Design of an entire study is important aspect because it show how accurately the overall
study is conducted as well as helps in defining the type of research that conductor should
undertake for achieving the aim and objectives of the study. In general, there are four types of
10

research design present, exploratory, descriptive, casual and experimental. According to the
prospects of current research, researcher has to explore various aspects about the customer
satisfaction for the hotel industry (Badke, 2012). Thus, exploratory research design has been
selected through the means of which investigator can analyse the collected information related to
importance of customer satisfaction for the owners of Hotel in order to maintain the position in
such a competitive environment.
3.5 Data collection
In varied types of research study, data collection play crucial role in gathering wide range
of information on different aspects of the selected topic in order to carry out whole research in
effective and efficient manner. According to the present study, both primary and secondary
collection methods will be used.
3.5.1 Primary Research
In primary collection method, investigator prepared questionnaire based on the impact of
customer satisfaction on growth and sustainability of hotel in UK. The major pros of using
questionnaire method is that, it helped in collecting large number of information from large
number of people in short span of time. Further, the results generated through questionnaire are
easily quantified and it is relatively easy to analyse (Kusluvan, 2003).
3.5.2 Secondary Research
In secondary collection method, past studies or researches made by different authors on
the related topic of customer satisfaction will be used as well as books, articles, online blogs has
been used or considered which helped in gathering wide range of information through that
suitable theoretical base was created for the study.
3.6 Sampling
In general, sampling can be defined as the method with the help of which researcher
selected the certain specific items on the basis of which he/she wants to carry out the whole
study. There are two methods of sampling probability and non-probability. Considering the
nature of present study, researcher is focusing on selecting convenience sampling as it one of the
main types of non-probability sampling. However, through the help of this sampling approach
researcher will select those people for research which are feasible for him to reach (Khotri,
2008). . Herein, questionnaire has been developed on for two segments: customers and
11

managers. In this 10 managers and 30 customers have been given the questionnaire in order to
evaluate their satisfaction level while staying the Arbor Hyde Park Hotel.
3.7 Data Analysis
After collecting the data from defined sources it is important for the researcher to analyse
them so that results and findings can be achieved. However, analysing the data is the most
significant aspect because it provides results as well as create platform for the researcher to
present conclusion and suitable recommendations for the future contingency. Looking at the
present study, survey methodology will be used to analyse the data in which questionnaire of 15
questions (Open and Close ended) based on the selected topic will be distributed to the selected
sample size of 40 so that wide range of accurate and reliable information can be gathered
(Cesarotti and Spada, 2009).
3.8 Ethical Consideration
There are various ethical challenges that researcher faces while carrying out the entire
course of dissertation that are as follows:
 Restricted Access: According to the present study, researcher has to focus on secondary
information so that in-depth analysis can be made. However, at times the secondary
sources possess challenges of restricted access which create hindrance in gathering
reliable data for the study (Sample Dissertation Methodology, 2013).
 Proper citation work: For gathering the data, past researches and articles of different
authors and scholars has been used. Therefore, it is important for the researcher to cite the
work of each author properly as well as ensure that data should not be copied rather than
rephrased.
3.9 Research Limitations
Various limitations that investigator faces while carrying out the dissertation which can
impact the reliability and validity of the findings:
 Lengthy process: Conducting whole research is a lengthy process as there are several
elements that needs to be focused upon and executed in suitable and appropriate manner.
Having limited time may cause various concerns for the researcher as well as it may
affect the suitability of the whole study (Khotri, 2008).
 Insufficient secondary information: According to the current study, investigator is
emphasizing on secondary data from different sources like books journals, articles,
12

online blogs etc. However, restricted access may create various limitations for the
conductor and possess hindrance in collecting authentic and valuable information related
to the topic.
13

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Under this chapter of the dissertation researcher focuses on analysing all the data
collected so that findings can be generated and compared with the expected results so as to
define the success of study. On the basis of achieved results, conclusion and recommendations so
that readers or learners can develop proper understandings (Jackson, 2008). Herein,
questionnaire has been developed on for two segments: customers and managers. In this 10
managers and 30 customers have been given the questionnaire in order to evaluate their
satisfaction level while staying the Arbor Hyde Park Hotel. The main purpose of using this
survey methodology is that it will assist in making in-depth analysis by defining suitable theme
and accordingly understanding different aspects about the study.
4.2 Analysis of Data
In the present study, researcher focuses on collecting data through primary and secondary
data. However, for secondary various sources has been used such as books, articles, journals etc.
and for primary data questionnaire method has been employed and distributed to customers and
managers for gathering wide range of accurate and valuable information. Following are the
themes based on questionnaire:
Analysis of data generated through customers:
Theme1: Quality of services attracts the customers towards a hotel
27%
50%
7%
17%
Quality of services attracts the
customers towards a hotel
Price
Quality
Style of Service
All of the above
Findings:
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On the basis of above pie chart it can be evaluated that, there are several factors that
attracts the customers towards a hotel. However, in particular quality is the most preferred factor
because 50% of the respondents stated that they are attracted towards quality offered by the
Hotel in UK. While on the other hand, 27% of the sample size were in favor of price as they are
attracted towards the hotel which provides the best deal. Further, 6% of the respondents prefers
style of services offered to them by the hotel and lastly, 17% of the remaining respondent’s states
that they require all of the above factors to get attracts towards a hotel.
Interpretation:
Operating in such a competitive environment it is important for the companies in hotel
industry to offer quality of services so that they can satisfy varied expectations of customers
effectively. Herein, most of the people prefers quality because of the fact that, increasing
awareness about health and hygiene people in UK only prefers those places to stay in which
quality is given the priority. Furthermore, with increasing spending power of people price and
monetary factors does not affect their buying behavior as compared to the quality of the
offerings. Therefore, quality of services attracts the customers most.
Theme2: Arbor Hyde Park Hotel is comparatively more attractive than its competitors
8
16
2 3
1
Arbor Hyde Park Hotel provides high quality services as
compared to competitors
Strongly Agree Agree Neutral Disagree Strongly Disagree
7
19
3
1
Price charged by Arbor Hyde Park Hotel is reasonable as
compared to competitors
Strongly Agree Agree Neutral Disagree Strongly Disagree
15

9
14
5
1
1
Arbor Hyde Park Hotel offers wide variety of services
Strongly Agree Agree Neutral Disagree Strongly Disagree
Findings:
When respondents were asked about the fact that, Arbor Hyde Park Hotel is more
attractive as compared to its competitors than in terms of price 7 out of 30 respondents were
highly agreeing to this and remaining 19 were agreeing. On the other hand in terms of quality, 8
were strongly agree to it and 16 were agreed to this fact. Lastly, when asked about wide variety
of services 9 of the respondents or customers strongly agreed and 14 of the remaining
respondents states that they are satisfied with the services and agreed to this fact.
Interpretation:
In the above findings it has been evaluated that, respondents finds Arbor Hyde Park Hotel
more attractive as compared to the other competitors available in the market. However, it can be
because of the reason that top level management of hotel constantly focuses on improving its
functioning as per the needs and wants of customers. Further, considering the competitiveness
price charged by the Arbor Hyde Park Hotel as per the accommodation and services offered by
them are affordable and providing various additional services helping the course of cited hotel in
generating desired results.
Theme3: Expectations of customers are met by Arbor Hyde Park Hotel in varied manner
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26; 87%
4; 13%
Arbor Hyde Park Hotel provides you additional
benefits/ services
Yes
No
9
11
7
2 1
Hotel responds to your Expectation & Queries in
efficient manner
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
73%
27%
Arbor Hyde Park Hotel provide package as per
your suitability
Yes
No
Findings:
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From the above findings it has been identified that there are several methods through the
means of which Arbor Hyde Park Hotel is meeting the expectations of customers and enhancing
their level of satisfaction. In this context, when asked about additional services, 87% of
respondents said yes about the fact that additional services are offered to them by the hotel.
Further, when asked about expectation and queries, 20 out of 30 respondents strongly agreed this
fact that, top level management is responding to the queries effectively and sorting them out.
Lastly, in terms of package, 73% of the respondents said that, they always get the package as per
their suitability.
Interpretation:
Being a hospitality firm, Arbor Hyde Park Hotel’s management has to make valiant
efforts to understand the needs and wants of customers and accordingly meet them to generate
desired results and outcome. Herein, various additional services provide to customers always
helps Arbor Hyde Park Hotel in retaining customers for long term period. Along with this,
immediately responding to their expectations and queries is assisting in retaining customer for
long term. Lastly, providing package as per the suitability enhances the brand image as well as
brand loyalty among the customers.
Analysis of data generated through Managers:
Theme1: Managers agree that customer satisfaction is an important factor for the growth and
sustainability
S trong l y
A g re e A g re e N e ut ra l Di s a g re e S trong l y
Di s a g re e
0
1
2
3
4
5
6
3
5
2
0 0
Managers agree that customer
satisfaction is an important factor for
the growth and sustainability
Findings:
18

From the above line graph it has been identified that, expected responses has been
generated when respondents were asked about the fact that, customer satisfaction is important for
growth and sustainability. In this regard 30% of the respondents were strongly agreed, while,
50% were agreed. However, 20% were neutral about this fact but no one was disagreeing to this
fact.
Interpretation:
On the basis of results generated it can be said that, satisfied customer is key to success.
Operating in such a competitive market it is important for the top level management of Arbor
Hyde Park Hotel to enhance the level of customer satisfaction so that higher revenues and brand
loyalty can achieved which leads to future growth and sustainability.
Theme2: Market research play crucial role in identifying customer’s expectations and needs
Yes No
0
1
2
3
4
5
6
7 7
3
Market research play crucial role in
identifying customer’s expectations
and needs
Findings:
Managers understand the strategies and tactics most significantly because they are
responsible for carrying out the operations. Expected results were generated when managers
were asked that market research is important for the firm for which 70% of respondents said yes
it very important. While only 30% of the remaining managers said no as they focuses on other
methods.
Interpretation:
Market research is considered as one of the most significant tool on the basis of which
managers of every business evaluates the needs and wants of customers and accordingly
19

employee different methods to satisfy their expectations. Herein, managers of Arbor Hyde Park
Hotel understand the importance of market research as it helps in identifying the needs and wants
of customers and helps them effectively in employing different potential measures to meet the
expectations and attain desired results and outcomes.
Theme3: Different strategies are employed by the Arbor Hyde Park Hotel to enhance
customer satisfaction
Employing skilled workforce
Providing additional services at regular basis
Discounts and Festive offers
Loyalty scheme
0 0.5 1 1.5 2 2.5 3 3.5 4
Different strategies are employed by
the Arbor Hyde Park Hotel to enhance
customer satisfaction
Findings:
The above mentioned shows responses of managers of Arbor Hyde Park Hotel when they
were asked about the important strategies are employed by Arbor Hyde Park Hotel to enhance
customer satisfaction. In this context, maximum 4 out of 10 managers have considered that
loyalty scheme plays important role in order to meet expectations of clients. Furthermore, 3 out
10 managers have considered that by providing additional services at regular basis, hotel
organization is able to influence satisfaction of level of consumers. In addition to that 2
participants have considered discount and festive offers to meet need and expectation of
consumers. At the end, only 1 manager has preferred the option of employing highly skilled
workforce.
Interpretation:
As per the above findings, it can be interpreted that customer loyalty scheme is identified
as most effective strategies for retention of consumers for long period. This is because managers
have addressed good response from consumers through this scheme due to consumers get good
20

offers and attractive deals in all hotels of particular hotel group. In addition to that the option of
offering additional at regular basis is termed as second most preferred strategy. This is because
this approach has played important for retaining existing consumers for long duration by offering
them personalized services. It plays important role in order to attract different individuals or
consumers towards different product and services. In similar way, discount offers have been
found very effective to attract of new consumers but it is not playing important role to meet all
requirement of consumers. At the end, highly skilled workforce is essential for organization to
maintain quality of standard but efficient management of employees is playing important role.
Theme4: Feedback form and suggestion box are the methods presently employed by the Arbor
Hyde Park Hotel for obtaining customer’s feedback
Suggestion Box Website Feedback Form All of the above
0
1
2
3
4
5
6
3
1
5
1
Feedback form and suggestion box are the
methods presently employed by the Arbor Hyde
Park Hotel for obtaining customer’s feedback
Findings
As per the above chart, it has been addressed that maximum 5 out of 10 managers have
considered that feedback form is a best method which have been adopted by company for
obtaining feedback from the customers. In this context, 3 of respondents have selection
suggestion box and only 1 managers have found website of company as a most effective tool to
assess perception of consumers about different products and services of hotel organization. Apart
from that remaining 1 manager has considered that hotel organization has to adopt all above
mentioned method to get feedback of consumers.
Interpretation
By considering above findings, it is interpreted that feedback from which is filled by
21

consumers during check out process has been found most popular tool to assess views and
feedback of consumers about service rendering process and quality of services. This is because
this form contains an appropriate structure of questions so as company is able to assess
appropriate information for application of future changes in organization. In similar ways,
suggestion box is very effective tool to get feedback of clients. On the other hand, website is also
identified an important tool where anyone can give their feedback from all the world.
22

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
In summing up the current dissertation it has been identified that, customer satisfaction is
the measure of identifying the capability of products and services offered by the firms to meet or
surpass a customer’s expectations. Particularly in hotel industry, it is essential for the companies
to make sure that they offer quality of services as customer satisfaction is an important facet of
the hospitality industry. However, this is one sector in which people are ready to spend high
amount money in order to achieve better services as per their expectations. With the help of
current study researcher has been able to identified that, the main benefits of meeting customer
expectations is that, it transforms first time visitors to the loyal customers, enhance the overall
sales of business as people are feeling comfortable with services offered to them and satisfied
customers will assist in automatically generating new clients through the means of mouth
publicity. Through the means different studies of scholars and authors investigator understands
various aspects about the importance and impact of customer satisfaction in attain growth and
sustainability.
Considering the selected organization, Arbor Hyde Park Hotel operating in such a
competitive environment it is important for the company to undertake various approaches and
strategies to enhance the level of customers satisfaction so that business volume can be increased
and long term sustainability can be achieved. Further, with the help of data analysis section it has
been identified that, customers that has used the services of Arbor Hyde Park Hotel are happy as
their expectations has been met as well as management is able to respond on their queries in
effective and efficient manner. However, it can be because of the reason that top level
management of hotel constantly focuses on improving its functioning as per the needs and wants
of customers. Furthermore, it can be concluded that success of hotel organization is greatly
influenced by number of loyal consumers. In this context, it has found that every organization
has to win the loyalty of consumers in hospitality business so as management has to develop
appropriate strategies for development and marketing of wide range of unique services. In this
process, organization has to pay extra attention on quality of services along with service
rendering process.
5.2 Recommendations
On the basis of entire course of above study it can be understood that, in order to
23

maintain position in hospitality industry it is important for each and every firm to undertake
valiant steps that leads to the success. However, Arbor Hyde Park Hotel at present has employed
several strategies in enhancing the satisfaction level of customers such as employed skilled
workforce so that they can easily understand the needs and wants of customers as well as treat
them in innovative and creative manner so that they can get new experiences of hospitality.
Furthermore, additional services has played significant role for the company because most of
customers when asked said that it is hotel’s extra benefits that always attracts them towards it
more than various other organizations operating in the industry. But with increasing competition
it is essential for the top level management of Arbor Hyde Park Hotel to undertake more smart
and effective strategies and tactics so that level of customer satisfaction can be enhanced and
future growth and sustainability can be achieved. Following are the recommendations for the
managerial level people of Arbor Hyde Park Hotel:
 Should conduct market research at regular basis so that with changing trends and
environment hotel can modify its services in effective manner and accordingly employee
strategies to meet the varied expectations of customers.
 More investment should be made on promotional and marketing of products and services
so that reach towards customers can be improved as awareness can be increased.
 Top level management should develop more of the loyalty programmes which are easy to
access for the customers so that they can connect to the services of Arbor Hyde Park
Hotel and desired results and outcomes can be achieved.
 It is the duty of top level management of Arbor Hyde Park Hotel to make sure that they
interact with customers at regular basis through social media or personal website so that
their expectations can be understood in more effective way.
 Arbor Hyde Park Hotel should promote the use of suggestion box and feedback form for
gathering the experience of customers while staying at hotel so that timely modifications
can be made and customer satisfaction can be enhanced.
24

CHAPTER 6: REVIEW OF METHODOLOGY
On the basis of methods and approaches used in the current study, researcher was highly
satisfied because undertaking correct approaches helps in generating desired results and
outcomes. However, interpretivism philosophy helped in gathering data of qualitative nature and
helped in enhancing the base of understanding on the selected topic. Further, approach used for
the selected topic was exploratory which encouraged and motivated the investigator in exploring
new things about the topic and helped in creating better understanding. Different methods of
collecting data has been used in which questionnaire used for primary data which helped in
gathering wide range of information about the significance of customer satisfaction from two
different groups: Customers and Managers at Arbor Hyde Park Hotel. However, manager
provided information regarding the efforts of company in enhancing the satisfaction level of
customers. Whereas, customers assisted in providing their views and experience about the
services offered to them at the time of stay. Along with this, for secondary data, different articles,
online blogs, books etc. has been used which indeed helped in developing better understanding
regarding customer satisfaction in hospitality industry. Further, for ethicality, researcher followed
the ethical consideration which assisted in carrying out entire course of study in suitable and
reliable manner.
25

CHAPTER 7: PERSONAL REFLECTION
The present research has been carried out to assess impact on customer satisfaction on
long term growth and sustainability of hotel. In this process, detail evaluation different aspects of
customer’s satisfaction as well as sustainability of hospitality firm is carried. This evaluation has
increased my understanding about different tools and strategies which are adopted by an
organization to meet all expectations and requirement of consumers and guest with an
appropriate manner such as unique marketing campaign to attract new consumers, improvements
in service quality to meet special requirement of customer during their stay in hotel etc. This
investigation has also increased my understanding about benefits of customer satisfaction toward
organization. In this context, I have addressed that highly satisfied visitor formulates new
business opportunities for hotel organization in the form repetitive purchase that plays important
role for ensuring the long term loyalty of consumers and growth. In addition to that I have
addressed that a large base of loyal consumers increases overall sales and profitability.
Furthermore evaluation of primary and secondary data has increased my understanding about the
word of mouth marketing that provides significant support to hotel organization during overseas
expansion of business.
While conducting whole study, several sources of information have been considered such
as primary and secondary. This process has increased my understanding about consideration of
different sources of information in order to generate appropriate research outcomes as per the
objectives. In this context, I have identified that selection of best source of information is having
direct impact on appropriate of researcher outcomes. Apart from that I have learned several
concepts and strategies through which a hotel organization is able to increase sales and profit
volume such as efficient marketing plan, high quality services, personalized services to existing
consumers and etc.
26

REFERENCES
Journals and Books
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<http://www.arborhydeparkhotel.co.uk/The_Arbor_Group>. [Accessed on 22nd January
2016].
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29

APPENDIX
Questionnaire
Questionnaire for customers:
Ques1: According to you, what attracts the most towards the hotel?
 Price
 Quality
 Style of service
 All of the above
Ques2: Do you purchase the services of Arbor Hyde Park Hotel on continues basis?
 Yes
 No
Ques3: Do you think Arbor Hyde Park Hotel provides high quality services as compared to
competitors?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Ques4: Do you think Price charged by Arbor Hyde Park Hotel is reasonable as compared to
competitors?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Ques5: Do you find that Arbor Hyde Park Hotel offers wide variety of services?
 Strongly Agree
 Agree
 Neutral
 Disagree
30

 Strongly Disagree
Ques6: Does Arbor Hyde Park Hotel provides you additional benefits/ services?
 Yes
 No
Ques7: “Hotel responds to your Expectation & Queries in efficient manner”?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Ques8: Does Arbor Hyde Park Hotel provide package as per your suitability?
 Yes
 No
Questionnaire for Managers:
Ques1: Do you think customer satisfaction is an important factor for the growth and
sustainability of your hotel?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Ques2: Do you conduct market research for analyzing customers’ needs and expectations?
 Yes
 No
Ques3: What strategies are employed by Arbor Hyde Park Hotel to enhance customer
satisfaction?
 Employing skilled workforce
 Providing additional services at regular basis
 Discounts and Festive offers
31

 Loyalty scheme
Ques4: Does promotion through social media attract customers?
 Yes
 No
Ques5: Does services are modified on customer’s feedback?
 Yes
 No
Ques6: What methods have been employed by you for obtaining feedback from the
customers?
 Suggestion Box
 Website
 Feedback Form
 All of the above
Demographic:
Demographic:
Name: ______
Age: _____
Gender:
 Male
 Female
32