Research Project: Hilton Hotel Customer Satisfaction Analysis

This report presents a research project investigating the impact of employee performance and characteristics on customer satisfaction at Hilton Hotel UK. The research includes a table of contents outlining the project's structure, from research formulation and critical literature review to data analysis and recommendations. The study aims to identify the relationship between customer satisfaction and employee performance, exploring factors that influence this relationship, such as employee characteristics like patience, politeness, and problem-solving skills. The research employs a mixed-methods approach, incorporating primary data collection through questionnaires administered to Hilton Hotel customers. The findings reveal that customer satisfaction is significantly affected by employee performance, with recommendations for improving employee training and emphasizing the importance of employee characteristics. The report concludes with a presentation format and references to relevant literature, offering valuable insights into enhancing customer service and organizational performance in the hospitality sector.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Record and formulation possible research project outline....................................................1
1.2 Factors that contribute to the process of research project.....................................................2
1.3 Critical review of key references..........................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Plan and procedure for the agreed research specification.....................................................4
TASK 2............................................................................................................................................5
2.1 Research to match efficiently to research question or hypothesis........................................5
2.2 Proposed research investigation in accordance with the agreed specification and
procedures...................................................................................................................................7
2.3 Record and collate relevant data...........................................................................................7
TASK 3............................................................................................................................................8
3.1 Appropriate research evaluation techniques.........................................................................8
3.2 Interpretation and analysing the results in terms of the original research specification.......9
3.3 Recommendations and justify areas....................................................................................12
TASK 4..........................................................................................................................................12
4.1 Agreed format and appropriate media to present the outcomes of the research.................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

TASK 1
TITLE
“ To identify the impact of performance and employees characteristics on satisfaction of
customers at Hilton hotel UK”
1.1 Record and formulation possible research project outline
Ultimate aim of any organization is to gain maximum profit. This is only possible when
they will be able to understand their customers and provide them services accordingly. However,
there are case in which workers fail to provide them services as per their required and one of the
reason for this issue may is lack of proper performance (Pan, 2015). Further there are different
reasons due to which performance get affects. In this context, some of the reasons include lack of
motivation, lack of understanding towards the role and responsibilities, lack of training, etc.
Moreover, there are different set of characteristics which an employee need to have so that they
can make sure that the services delivered are effective. With this respect, it includes
characteristics like positivity, patience, politeness, problem solver, etc. When a worker have
these characteristics then they are able to make sure that high quality services are provided to
service users. On the other hand, when these characteristics are not present, then there are issues
which make the firm to face losses (Eisingerich, Auh and Merlo, 2014). There are different set of
strategies that are implemented by the organization in order to make sure that they are able to
make sure that workers work with their full efficiency and support the firm in achieving their
goals and objectives. In order to understand the research in an effective manner, Hilton hotel is
taken into consideration. Cited firm is well known organization around the globe. This research
will enable to identify the requirements impact of employees performance over customer's
satisfaction.
Aim: Main aim of research is to identify the changes in customer behaviour because of
employees characteristics and performance. As per the research aim, below given are the
objectives:
 To understand the concept of customer satisfaction, employees performance and their
characteristics.
 To determine the relationship between customers satisfaction and employee performance
on Hilton hotel UK.
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 To identify different techniques which are helpful to improve performance level. To recommend strategies that will enable to raise employees performance at Hilton hotel.
Research Questions
 What is the concept of customer satisfaction, employees performance and their
characteristics?
 What is the relationship between customers satisfaction and employee performance on
Hilton hotel UK?
 What are the different techniques which are helpful to improve performance level?
1.2 Factors that contribute to the process of research project
In order to select this topic, there are different many factors that has influenced me to
select this area. With this respect, below given are few of the factors: Personal interest: The topic that is been select falls under HR department. All the
operation that are considered to have employees is handled by HR. This is a in which I
have high interest. Experience and knowledge: This research will help to develop my understanding over the
strategies that are implemented by the firm in order to make the organization provide
their customers with high quality services.
 Future scope: Cited firm will get benefited and they will get to know the needs and
requirements of employees so that performance can be improved.
1.3 Critical review of key references
This part of research will help to provide in-depth information for the topic. Further, there
are different set of researchers that has been conduced that will enable to develop understanding
towards the topic.
As per Wong and Laschinger, 2013 Employees are the face of organization as they have
direct interaction with their customers. They are the one who deliver the good and services that
are provided by the firm. However, it customers get satisfied only when their needs and
requirements are fulfilled. There are many organizations that provide their customers with
similar products are services. When firm fail to deliver proper services, then customers shit on to
order organizations that can satisfy them. Further, there are different characteristics which
contribute effectively towards the growth of the organization. According to Hong, Liao and
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Jiang, 2013 there are many characteristics that employees should have towards their customers
but the most importance one is patience. There are cases in which service users are very difficult
to handle and it requires patience.
Both customer satisfaction, employee performance and their characteristics are closely
linked with each other. When a worker do not have characteristics to understand their customers,
then their performance will not be helpful. As per Park and Shaw, 2013 it is important to have
both effective performance and characteristics so that one will be able to provide high quality
service. On the other hand, if the performance and characteristics is not effective enough, then
customers will not get satisfied. In a hospitality sector where they mainly focus on services,
require to have skilful employees who can make sure that all the needs and wants are satisfied
(Anitha, 2014). This is the only way through which sales can be raised and customer base can be
developed.
In order to raise customers satisfaction level, there are different set of strategies that can
be implemented. In this context, it is essential that one have motivation as this can be determined
as one of the essential factor that develops willingness and interest over the work that they
perform. Zhao, Lu and Chau, 2012 stated that motivation enables to raised the performance level
in such a way that they support the firm effectively and efficiently. Further, various other
strategies include training. It is a type of techniques which makes the employees clarify all their
doubts related to their roles and responsibilities. Further, it includes effective communication. It
enables the organization to develop strong relationship with workers. In addition to this, it also
helps in identifying the issues that are faced by workers within the organization (Wong and
Dioko, 2013). When these issues or problems are solved, then it makes employees to perform
with their full efficiency.
1.4 Research project specification
In order to context, the research in an effective manner, researcher will make use of
positivism method. This can be determined as one of the effective was with the help of which
research objectives can be achieved (Raub and Liao, 2012). Further, descriptive method will be
used. This will enable to identify the relationship between customers satisfaction, employees
performance and their characteristics. Further, the investigator will not make use of any
hypothesis. Instead, researcher will make use of inductive method. In addition to this, there will
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be questionnaire developed and then accordingly themes will be made that will enable to make
proper evaluation of responses gathered from the questionnaire (Jeon and Choi, 2012). Further,
primary and secondary research will be used and this will enable to identify appropriate data for
the topic selected. The questionnaire will be given to 20 customers who make use of the services
that are provided by Hilton hotel. All the areas will be covered through questionnaire that will
enable to identify and to come up with appropriate solution for the topic selected.
1.5 Plan and procedure for the agreed research specification
Activit
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TASK 2
2.1 Research to match efficiently to research question or hypothesis
The performance of workers will be determined with the help of which performance of
employees can be raised. Moreover, management will be able to identify the ways that will
enable them to make provide proper satisfaction to service users. There is close relationship
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between performance of customers, their characteristics and customers satisfaction. It will enable
to identify the relationship and the areas in which improvement is required that will help in
raising sales of the organization. There about objectives that are set by the investigator that needs
to be satisfied. This will help in covering al the areas of research topic. In this context, below
given are the objectives:
 To understand the concept of customer satisfaction, employees performance and their
characteristics.
 To determine the relationship between customers satisfaction and employee performance
on Hilton hotel UK.
 To identify different techniques which are helpful to improve performance level. To recommend strategies that will enable to raise employees performance at Hilton hotel.
Research Questions
 What is the concept of customer satisfaction, employees performance and their
characteristics?
 What is the relationship between customers satisfaction and employee performance on
Hilton hotel UK? What are the different techniques which are helpful to improve performance level?
Questionnaire:
1. Name:
2. Age:
3. Gender:
4. Are you satisfied with the performance of employees in terms of services that is provided at
Hilton hotel UK?
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
5. Do you agree, satisfaction is affected with employees performance at Hilton hotel UK?
 Strong agree
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 Agree
 Neutral
 Disagree
 Strongly disagree
6. What characteristic that an employee should have at Hilton hotel?
 Problem solving
 Patience
 Politeness
 Positivity
7. What could be the reason for employees ineffective performance?
 Lack of motivation
 Lack of training
 Ineffective employee characteristic
8. Your suggestions which will enable to raise service quality at Hilton Hotel UK.
_____________________________________.
2.2 Proposed research investigation in accordance with the agreed specification and procedures
In this section, investigator will select the most suitable method with the help of which
research will be conducted in an effective manner. With this respect, researcher will make use of
inductive research (Abdulghani, Ponnamperuma and Amin, 2014). This method will be used as
there will not be hypothesis used. In addition to this, researcher will make use of systematic and
proper procedure that will help in conduct and research effectively and efficiently. All the data
which is being collected from customers should be considered in order to come up with suitable
outcome. Moreover, primary and secondary research will be select in order to get relevant
information.
2.3 Record and collate relevant data
Primary and secondary research will be done in order to collect the data. Customers will
be selected as the main sources from whom primary data will be collected. This will enable to
know the perception of people towards the services that are provided by the organization.
Customers are the one who have diverse interaction with employees. They know better about the
quality of services which are provided by them. Further, they are helpful to suggest different set
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of issues that are faced by them. Management can take appropriate steps with the help of which
they will be able to make sure that customers are satisfied.
TASK 3
3.1 Appropriate research evaluation techniques
Research Methodology: There are methods that are helpful to present the information
which is collected by the investigator in an systematic manner. Below given are the various areas
that will be covered:
Research approach: Research approach are of two type which are deductive and
inductive. As per the current research, investigator will make use of inductive research. This type
of research enables to conduct the investigation with new theories that will be helpful to link up
with the data (Ansara, 2015). Further, it will also help in evaluating the performance of workers
towards. Moreover, the issue are faced by customers can be identified. Accordingly, steps can be
taken with the help of which management can make changes in the services and satisfy service
users. Theories are developed for each of the aspect that is being made up and helpful for the
growth of the organization. On the other hand, deductive research is applicable as it is focused on
one particular theory.
Research Philosophy: It is based on the assumption over the research that is conducted by
the investigator. In this context, there are about four different type of philosophies which are
interpretivism, pragmatic, realism and positivismsm. In this research, researcher will make use of
interpretivisim philosophy will be used (Whitebook, Austin and Sakai, 2012). The data which is
collected from customers are interpreted and they get to know the perception of people over the
services which are provided by the employees of Hilton hotel. Further, it makes use of researches
that are already been conducted. These are helpful to understand the concept and the topic of
research in effective manner. This way each of the research objective can be achieved.
Data collection: Data is collected with the help of two important sources which are
primary and secondary data. Both are helpful enough to conduct the research effectively and
efficiently. As per the current data, investigator will make use of both secondary and primary
sources. Secondary will be collected with the help of journals, articles, books, online sources,
etc. On the other hand, primary data will be collected through questionnaire. In addition to this,
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survey is conducted that makes the researcher to know about the details related to organization
with respect to the services that are provided to customers. With this respect, both primary and
secondary data will enable to come up with appropriate solution for the research topic.
Sampling: When a data is collected, it is difficult to come with will appropriate outcome
and to make proper evaluation of all the data collected is not possible. With this respect, there are
two different type of sampling method used which are non-probabilistic and probabilistic
sampling techniques. In the present research, investigator will make use of non-probabilistic
through which potential customers will be selected for undertaking research (Vauras and Volet,
2013). It will enable to achieve specific information from the customers who make use of the
services of Hilton Hotel. Further, the sample size that will be selected is 20 customers who have
used the services of Hilton Hotel. This sample size will be enough to come up with appropriate
solution for the research topic.
Data analysis: This is the important part in research. It enables to make proper evaluation
of the data which is collected. In this context, there are generally two different type of methods
used which are hypothesis and thematics. In the current research, investigator will make use of
thematics. The questionnaire developed includes different areas in which it will help to know the
customer's perception (Vauras and Volet, 2013). Further, with the help of thematics responses of
each of the customers will be analysed and it will enable to focus over the data that is collected
by the researcher. Moreover, it is also helpful to make the viewer understand the data collected
from 20 customers.
3.2 Interpretation and analysing the results in terms of the original research specification
Theme 1: Satisfaction with the performance of employees in terms of services that is
provided at Hilton hotel UK
Are you satisfied with the performance of employees in terms of services
that is provided at Hilton hotel UK
Frequency
Strongly satisfied 3
Satisfied 5
Neutral 2
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Dissatisfied 3
Strongly dissatisfied 7
Description: As per the finding, it can be stated that about 7 of the customers are not
satisfied with the services which are provided to them. On the other hand, there are customers
who are satisfied with the services which are provided by Hilton hotel. In this context, there are 3
customers who are strongly satisfied and 5 customers who are satisfied. Moreover, there are
about 3 service users who are dissatisfied. Over all it can be concluded that customers are not
satisfied with the services which are provided to them at Hilton hotel UK.
Theme 2: Satisfaction is affected with employees performance at Hilton hotel UK.
Do you agree, satisfaction is affected with employees performance at
Hilton hotel UK?
Frequency
Strong agree 8
Agree 4
Neutral 1
Disagree 3
Strongly disagree 4
10
3
5
2 3
7 Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied