Customer Satisfaction and Brand Image at Hilton Hotel: Analysis

This report provides a comprehensive analysis of the impact of brand image and development on customer satisfaction, focusing on Hilton Hotel. The study begins with an overview of the research, outlining its significance, aims, objectives, and research questions. A literature review explores the effectiveness of brand image in the hotel industry and identifies essential components for customer satisfaction within Hilton. The research methodology details the type of investigation, research design, philosophy, approach, data sampling, collection methods, and ethical considerations. The report then delves into data analysis, followed by conclusions and recommendations. Key findings highlight the importance of brand image, quality service, and customer-centric strategies in enhancing customer satisfaction and building a strong brand reputation for Hilton Hotel. The report also offers actionable recommendations for Hilton to further improve its brand image and customer satisfaction levels. This report is a valuable resource for understanding the dynamics of brand image and customer satisfaction in the hospitality sector.

Market Research

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Significance of research...................................................................................................1
1.3 Research aim....................................................................................................................2
1.4 Research objectives..........................................................................................................2
1.5 Research questions...........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction......................................................................................................................3
2.2 Effectiveness of brand image in hotel industry................................................................3
2.2 Essential components which are useful for customer satisfaction in Hilton hotel...........3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
3.1 Type of investigation........................................................................................................4
3.2 Research Design...............................................................................................................5
3.3 Research Philosophy........................................................................................................5
3.4 Research approach............................................................................................................5
3.5 Data sampling...................................................................................................................5
3.6 Data collection method.....................................................................................................6
3.7 Ethical consideration........................................................................................................6
CHAPTER 4: DATA ANALYSIS..................................................................................................6
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................17
5.1 Recommendation............................................................................................................17
5.2 Conclusion......................................................................................................................18
REFERENCES..............................................................................................................................19

Topic: To analyse the impact of brand image and development on satisfaction of
customer. A case study on Hilton hotel.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In today's business environment, customer satisfaction has become a key component of
every business. Enterprises do various efforts to better satisfy the needs of its customers and to
fulfil their special requirement (Reasons Why Customer Satisfaction Is Important, 2017). It is
very essential for an organisation to offer unique and quality services to its clients as this results
in customer satisfaction (Thakur and Singh, 2012). For achieving satisfaction of customers, it is
very essential for an enterprise to first identify what the customers really want and then offer
them the same to retain them for a long period of time. Hilton is one of the most popular hotel in
United Kingdom. Firm is operating in various locations and providing variety of services to its
customers. Management of hotel is focussed to offer quality services and value to its customers
in order to better satisfy their needs. Hotel conduct various training programs in order to enhance
the skills and abilities of employees so, they can perform well. Brand image plays a significant
role in success and growth of business, if brand image of hotel is positive then it helps enterprise
in attracting more number of customers and retaining them for long time period. Brand image of
Hilton hotel is very positive as it offers quality services to its customers. Basically, brand is a
term, symbol and design which help in differentiating company's product from offering of rivals.
Image of brand in a market can be either positive or negative. In case of a hotel, to create and
maintain a positive brand image, it is very essential for hotel to offer unique and better-quality
services to its customers. If hotel fails to offer quality services, then this creates a negative
impact. Maintaining a positive brand image is very essential for enterprise to earn huge amount
of profits and to better satisfy the needs of customers. Hilton hotel offer training to its workers so
they can better satisfy the needs of customers.
1.2 Significance of research
This research report is based on impact of brand image and development on customer
satisfaction of Hilton hotel. Hilton is one of the popular and positive brand in hotel industry.
Firm has the largest chain of hotel and provide variety of services to its customers at attractive
prices. Managers of hotel formulate and use effective business strategies to maintain the quality
of its services and to get customer satisfaction. In addition, they take care and consider the safety
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and security of every person who stay in hotel. This is because maintaining brand image is very
essential for an enterprise especially in case of hospitality industry. However, price of service
offered to customers also play a big role in affecting satisfaction of customer so, right pricing
policy must be chosen by manager for setting final price of product (Srivastava and Sharma,
2013). Skills and abilities of employees directly affect the customer satisfaction as these are the
one which directly interact with customers (What is brand image and its importance to an
organization?. 2016 ). Basically, when an enterprise maintains a positive brand image in market
then it helps in attracting more number of customers. In order to maintain a positive image, it is
very essential for enterprise to maintain the quality of services and products offered to final
customers.
1.3 Research aim
Main aim of this research is “To analyse the impact of brand image on customer
satisfaction”. Research is based on developing or increasing the satisfaction level of customers
by offering them good quality products and services. “Research aim” play a big role in research
as whole research is based on this.
1.4 Research objectives
Objective of research is one of the major component of research as this helps researcher
in examining the final results of the research. This provides direction to various activities of
research and ensure that effective tool and technique must be used by researcher to carry out
research. Main objectives of this research are given under the following:
 To determine the satisfaction of customers in hotel industry.
 To analyse the impact of brand image and development on customers of Hilton hotel.
 To study the main factors which help in enhancing the positive image of a hotel.
 To identify the relationship between brand image and customer satisfaction.
 To recommend the ways in which Hilton hotel can enhance the positive image of its
brand.
1.5 Research questions
This is one of the most vital and important part of research. In this, research questions are
formulated as per the objective of research. It comes under the responsibility of researcher to
develop some questions relevant to collect information about the topic of research. Some
research questions are mentioned below:
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 What can be done by Hilton hotel to enhance the image of its brand?
 What is the impact of brand image on customers satisfaction of Hilton hotel?
 What are the main benefits of positive brand image?
 What are the main elements which must be used by Hilton hotel to enhance customer
satisfaction?
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This is referred as one of the most important component of research as this also
contributes in effective execution of research operations. Basically, this is applied to conduct an
in-depth study and this also enhances the understanding of researcher about the main topic of
research. Under this, researcher uses various secondary sources in order to collect more
information (Ryu, Lee and Gon Kim, 2012). This research is based on impact of brand image
and development on customer satisfaction. This part of research provides adequate amount of
information to investigator related with the topic of research.
2.2 Effectiveness of brand image in hotel industry
Brand image is one of the influencing factor in hospitality industry. Good and positive
brand image help in attracting more number of customers. As per the point of view of Urde,
2013 good and positive brand image help hotel in earning huge amount of profits as this helps in
attracting more number of customers. Hilton hotel has developed a positive brand image with
help of advertisement, public relations, word of mouth promotion and various other promotional
activities.
 If image of a brand is strong and positive in market then it improves the perception of
customers towards that specific brand.
 Positive brand image provides self-confidence to customers to buy company's product.
 Hotel can create and maintain the image of brand with help of various promotional
strategies.
2.2 Essential components which are useful for customer satisfaction in Hilton hotel
Customer satisfaction plays an effective role especially in hospitality industry. It is the
only factor which encourage them to purchase again and enhance profits of enterprise. For this, it
is very essential for hotel to better satisfy the needs of customers by offering them unique
services and features. As per the point of view of Thakur, 2012 customer satisfaction aids
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enterprise in retaining them for long period of time and at the same time, provides various long-
term benefits to company. Important components of customers satisfaction include the following:
 Provide brand image: Brand image is developed when an organisation do some efforts
and offer qualitative services to its customers. It is important for hotel to provide quality
services to customers in order to build a positive image in market.
 Cost effective: It is very essential for an enterprise to offer quality services at right price.
If prices of service will be high then it will become difficult for medium income people to
afford it. Main feature of Hilton hotel is that it provides effective services at affordable
price which help in building a positive brand image in market.
 Give priority to customers: Customers are one of the most essential part of business and it
is very essential for every interpreter to better satisfy the needs of its customers. Review
of customers play a significant role in affecting the perception of other customers related
with the services of hotel.
 Approachable: It is very important for hotel to take suggestions from customers as this
helps in making the services more attractive which enhance revenues of firm.
 Concentrate on quality experience: In today's business environment, it is very essential
for enterprise to offer quality as this assists in attracting more number of customers and at
the same time, providing various long-term advantages to enterprise.
CHAPTER 3: RESEARCH METHODOLOGY
This is considered as one of the most essential part of research as this provides direction
to researcher during implementing various activities of research and at the same time, benefits
investigator in drawing valid conclusion (Nam, Ekinci and Whyatt, 2011). Under this,
researcher use variety of tools and techniques to carry out research but it is very essential that
right tool must be chosen by him as per the nature and topic of research. Different components
related with research come under this which help in implementing investigation activities in an
effective way. Under this, investigator selects a right methodology as per the nature of research.
3.1 Type of investigation
It is very essential and most important responsibility of researcher to identify and
evaluate the type of research as this helps in carrying out research in the right direction.
Basically, research can be of two types either qualitative or quantitative. Qualitative research is
the one which based on the quality of data collected by researcher through various sources. On
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the other hand, quantitative research is based on quantity of information which investigator
collect for carrying out research. Qualitative research method is taken under this research as this
helps in collecting and analysing the data in an effective manner with the help of various tools
and techniques.
3.2 Research Design
This is one of the most vital part of research, this is the one which provides blue print for
managing all activities of research in an effective manner which helps in attaining end objectives
in an efficient manner. Research design is mainly divided into three categories known as
descriptive, exploratory and experimental research design. All these helps in providing right
direction to every activity of research. Descriptive research design is taken under this research as
this is more appropriate with qualitative research. Further, it helps in making available reliable
data for research.
3.3 Research Philosophy
This component of research is also considered as an important one as this provides
information to researcher as per the point view of different writers and authors. Basically,
philosophy of research can be categorised in two, one is interpretivism and the other one is
positivism research philosophy. Interpretivism research philosophy is taken under this research.
Main features of this philosophy are that it helps researcher in taking right action and decision
and also support in gathering relevant data related with the topic of research.
3.4 Research approach
Approach used by researcher during the study also play a significant role in carrying out
research. Mainly, there are two approaches of research which can be used by investigator known
as inductive and deductive (Malik, Ghafoor and Hafiz, 2012). Inductive research approach is
taken under this research as this helps in carrying out research in a proper manner and the whole
research is based on qualitative information. In this case, inductive research approach is the best
to come at final outcome.
3.5 Data sampling
This is related with the technique which a researcher opts to choose the sample from
whole population. It is very essential that right tool for selecting the sample must be chosen by
scholar as sample is the one which indicates the whole population. Basically, there are two
techniques which can be used by him for selecting a sample which is probabilistic and non-
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probabilistic. In current research, a sampling technique called purposive technique has been
taken under this as it a part of probabilistic sampling and this is the one which help the researcher
in choosing an appropriate sample from whole population. In present research, researcher select
a sample of 20 customers who are using the services and offers of Hilton hotel.
3.6 Data collection method
Data collection is considered as one of the most vital part of research. Basically, there are
two methods of collecting data which can be chosen by researcher one is primary method of data
collection and the other one is secondary method of data collection (Lee, Lee and Wu, 2011). It
totally depends on the researcher which method he chooses to carry out research. Both primary
and secondary method of data collection is used under this research as under this there is a
requirement to collect huge amount of information about the topic of research.
3.7 Ethical consideration
This component is considered as one of the most important part of research as this helps
in solving issues and problems that rise during conducting the study. It comes under the
responsibility of investigator to keep the personal and professional data of respondents
confidential. One of the main purpose of researcher is to attain all objectives and goals in an
effective manner. However, one of the major issues which is faced by number of researchers is
time and fund allocation to conduct research. In this research, time which is assigned for
conducting investigation is not enough but it is very essential for investigator to manage this and
study every component related with the research in order to achieve better outcomes. Money is
one of the foremost requirement for conducting the research in right direction. So, it is very
essential that there should be proper arrangements of funds so investigator can complete all
activities of research in given time period.
CHAPTER 4: DATA ANALYSIS
Data analysis is one of the important component of research as this provides support and
right direction to researcher during whole research and also helps in measuring and evaluating
the data collected through various sources of data collection and helps in drawing valid
outcomes. For this research, data has to be measured through preparing a questionnaire related
with the main topic of research.
Data analysis
QUESTIONNAIRE
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Name:
Age:
Gender:
Email id:
Q1) Which is the main service and facility of Hilton hotel that attract customers a lot?
 Food quality and services
 Accommodation services
 Room infrastructure and facility
Q2) Does advertisement and promotion activities contribute in enhancing brand image of Hilton
hotel?
 Yes
 No
 Cannot say
Q3) What can be done by Hilton hotel to enhance the image of its brand and to attract more
number of customers?
 By enhancing the quality of products and services of hotel
 By modifying its current strategy of pricing
 By conducting training programs for its staff members
Q4) What is the main advantage of popular and effective brand image?
 Enhance goodwill and positive image
 Provide competitive advantage
 Help in attracting more number of customers
Q5) As per your view, will you suggest about Hilton hotel to your family and friends?
 Yes
 No
Q6) What are the main components which help in enhancing the brand of a hotel?
 Quality of its services
 Price of its services
 Skills and abilities of staff members
Q7) Are you satisfied with current services and quality of Hilton hotel?
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 Yes
 No
Q8) Does positive brand image provide any kind of benefit to hotel?
 Yes
 No
Q9) What rank would you like to give to the services of Hilton hotel?
 Excellent
 Good
 Average
 Poor
Q10) Any recommendation for Hilton hotel to improve its brand image.
Theme 1: Service of Hilton which attract more customers
Q1) Which is the main service and facility of
Hilton hotel that attract customers a lot?
Frequency
 Food quality and services 3
 Accommodation services 12
 Room infrastructure and facility 5
8

Food quality and services
Accommodation services
Room infrastructure and facility
0
2
4
6
8
10
12
14
Column B
Interpretation: From the above data, it can be concluded that 12 from 20 respondents
given their views that the main service of Hilton hotel which attract more number of customers
towards the hotel is its accommodation services. It offers effective services to its customers
which influence them to come again and again. Further, some respondents said that room
infrastructure of hotel is also good.
Theme 2: Promotion contribute in enhancing brand image
Q2) Does advertisement and promotion
activities contribute in enhancing brand image
of Hilton hotel?
Frequency
 Yes 10
 No 5
 Cannot say 5
9

Yes No Cannot say
0
1
2
3
4
5
6
7
8
9
10
Column B
Interpretation: From the above information, it can be summarised that 50% respondents
give their views in the favour that promotional and advertisement activities of firm contribute
and enhance the positive image of hotel. On the other hand, some respondents said that
promotional activities do not enhance brand image of company.
Theme 3: Efforts which must be done by Hilton hotel to attract more number of customers
Q3) What can be done by Hilton hotel to enhance the image of its brand
and to attract more number of customers?
Frequency
 By enhancing the quality of products and services of hotel 10
 By modifying its current strategy of pricing 5
 By conducting training programs for its staff members 5
10