Marketing Management Report: Hotel Hilton Customer Feedback Analysis

This report presents a market research analysis conducted on Hotel Hilton, a hospitality company, to assess customer satisfaction levels. The research involved surveying 50 customers using a primary research approach. The report defines market research, emphasizing its significance in understanding customer opinions and market demands. It explores data collection methods, including primary and secondary research, and highlights the importance of market research in identifying business opportunities and shaping marketing campaigns. The findings reveal customer satisfaction levels regarding customer service, staff friendliness, check-in processes, room service, and food quality, with the majority of respondents expressing satisfaction across these areas. The report concludes that market research plays a crucial role in understanding customer needs, with the study indicating high overall customer satisfaction with Hotel Hilton's services. The report includes an appendix with the questionnaire used for data collection and illustrations to visualize the customer experience.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 2............................................................................................................................................1
1. Defining Market research...................................................................................................1
2. Significance of Market research.........................................................................................1
3. Collection of data on demographic and satisfaction level of the customers for Hotel Hilton 2
4. Analysing and summarizing the findings...........................................................................2
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................11

Illustration Index
Illustration 1: Customer service.......................................................................................................2
Illustration 2: Friendly staff members..............................................................................................3
Illustration 3: Check in process........................................................................................................4
Illustration 4: Room service.............................................................................................................5
Illustration 5: Quality of food..........................................................................................................6
Illustration 6: Revisit the hotel.........................................................................................................7

INTRODUCTION
Market research plays an important role in understanding the opinions of people. It
further helps to understand the market and produce what is required by the customers
(McQuarrie, 2015). Hotel Hilton, a hospitality company, has been chosen to conduct the primary
market research. The report discusses the responses of 50 sample respondents. Moreover, it also
discusses the meaning and importance of research.
PART 2
1. Defining Market research
Market research assess the opinions of the customers regarding who are already taking
the services and discover the interest level in the particular product or services. The market
research can be conducted by the company itself or it can also appoint third party who specialises
in that field in order to conduct research on behalf of it (Nunan and Di Domenico 2013). Based
on the gathered information, the results are analysed and interpreted so that the patterns of data
can be used while making decisions. Research can be conducted based on two methods:
 Primary research: According to primary research, data is directly collected by the person
himself for conducting the research.
 Secondary research: Data considered in secondary research is gathered by someone else
such as population information, census data collected by the government or researches
conducted by some other company of same market sector (Cova, Kozinets and Shankar,
2012).
2. Significance of Market research
Market research is conducted to understand the customers and evaluate their opinions
about the product or service, a company is offering (Bodie, 2013). It is the best way to increase
customer satisfaction level and understand the factors that can elevate the performance of the
business (Yang and Cui, 2012). It Is important to conduct market research because:
 It helps to identify new business opportunities. Also, it has an impact on designs of
marketing campaign prepared by the company.
 It helps to target potential customers and provide valuable information about the
customers which further helps in increasing sales revenues (Goffin and et. al, 2012).
 Comparative study can also be conducted where company can track the growth of the
competitors. Business strategies can be prepared based on the records and findings.
1

3. Collection of data on demographic and satisfaction level of the customers for Hotel Hilton
Hotel Hilton has been chosen as a hospitality service to conduct the research. Primary
research has been conducted where the data of 50 customers has been gathered in order to
evaluate the customer's satisfaction level. Customers are chosen based on random basis. These
customers have already availed the services of Hotel Hilton. The question framed will help in
analysing the customer satisfaction level in different areas.
4. Analysing and summarizing the findings
The information is gathered based on the following questions and responses from the
respondents are also mentioned below:
Theme 1: Majority of the customers are satisfied with the customer service provided by Hotel
Hilton
Factors Respondents
Very satisfied 25
Satisfied 10
Neutral 5
Dissatisfied 7
Very Dissatisfied 3
2
Very satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
Illustration 1: Customer service

Findings and interpretation:
Out of 50 respondents 25 are satisfied with the customer services provided by Hotel
Hilton. It shows that 50% of the customers are satisfied with the services.
Theme 2: Majority of the respondents thinks that the staff members of Hotel Hilton were
extremely friendly
3

Findings and interpretation:
There are 21 customers who feel that the staff members are extremely friendly and 3
customers think that the staff is not at all friendly due to their bas experience with the staff.
Theme 3: Majority of the customers are quite satisfied with the time taken in check in process
Factors Respondents
Extremely quick 15
Quite quick 17
Moderately quick 10
Slightly quick 5
Not at all quick 3
4
Illustration 2: Friendly staff members

Findings and interpretation:
Based on the results, 32 people thinks that the check in process is quick. However, 8
people do not think so.
Theme 4: Majority of the customers are very satisfied with the room service of Hotel Hilton
5
Illustration 3: Check in process

Findings and interpretation:
Based on the results, 16 people are quite satisfied with the room service provided by
Hotel Hilton. However, 8 customers are not satisfied with the room service.
Theme 5: Majority of the customers are quite happy with the quality of food provided in Hotel
Hilton
6
Very satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
Illustration 4: Room service

Illustration 5: Quality of food
7

Findings and interpretation:
Based on the results, 16 respondents are quite happy with food quality, served by the
hotel. However, 4 people are not at all satisfied with food quality standards.
Theme 6: Majority of people will quite likely revisit the hotel
8
Illustration 6: Revisit the hotel

Findings and interpretation:
Out of 50 respondents, 12 people are quite sure that they will visit the hotel again.
However, 3 people will never visit the hotel again.
CONCLUSION
Based on the report, it can be articulated that, market research plays an important role in
understanding the needs of the customers. Based on the primary research of 50 respondents, it
can be inferred that the customers are quite happy with the services provided by Hotel Hilton.
Overall customer satisfaction level is high in terms of services provided by the company.
9

REFERENCES
Bodie, Z., 2013. Investments. McGraw-Hill.
Cova, B., Kozinets, R. and Shankar, A., 2012. Consumer tribes. Routledge.
Goffin, K., Varnes, C. J., and et. al, 2012. Beyond the voice of the customer: Ethnographic
market research. Research-Technology Management. 55(4). pp.45-53.
McQuarrie, E. F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Nunan, D. and Di Domenico, M., 2013. Market research & the ethics of big data. International
Journal of Market Research. 55(4). pp.505-520.
Yang, A. and Cui, Y., 2012. Global coal risk assessment: data analysis and market
research. World Resources Institute, 5.
10

APPENDIX
Questionnaire
Name: ….........................................
Age: …............................................
Occupation: …................................
Income: ….......................................
11

12