A Study on Customer Satisfaction in Hospitality: Disney Hotel Case

This research project investigates customer satisfaction within the hospitality industry, specifically focusing on Disney's Hollywood Hotel. The report begins with an introduction outlining the research aim, objectives, and questions, emphasizing the significance and scope of the study. A literature review explores the importance of customer satisfaction, its impact on hotel profitability, and the resulting outcomes. The methodology section details the types of investigation, research design, and approaches, including data sampling and ethical considerations. The report analyzes primary and secondary data, providing insights into customer satisfaction levels, factors influencing satisfaction and dissatisfaction, and the impact on the hotel's performance. The findings highlight the importance of service quality, customer loyalty, and strategies for enhancing customer satisfaction. The conclusion summarizes the key findings and offers recommendations for improving customer satisfaction within the hotel. The report is based on various academic sources, including journals and books, which are included in the references.

RESEARCH PROJECT

Table of Contents
RESEARCH PROJECT...................................................................................................................1
CHAPTER 1:- INRODUCTION.....................................................................................................2
1.1 Background of research.........................................................................................................2
1.2 Research aim and objectives.................................................................................................2
1.3 Research questions................................................................................................................2
1.4 Significance of research........................................................................................................3
1.5 Scope of research..................................................................................................................3
1.6 Appropriate schedule for research........................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction...........................................................................................................................4
2.2 Importance of customer satisfaction.....................................................................................4
2.3 Impact of customer satisfaction on profitability of Hotel.....................................................4
2.4 Result of customer satisfaction.............................................................................................5
CHAPTER 3:- RESEARCH METHODOLOGY............................................................................5
3.1 Types of investigation...........................................................................................................5
3.2 Research design.....................................................................................................................6
3.3 Research approaches.............................................................................................................6
3.4 Data sampling........................................................................................................................6
3.5 Ethical consideration.............................................................................................................7
3.6 Limitations............................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Online.............................................................................................................................................10

TOPIC: “To study customer satisfaction within hospitality industry”. A case study on Disney’s
Hollywood Hotel.
CHAPTER 1:- INRODUCTION
1.1 Background of research
Research is that which help company to know that which factors are there, helping firm
to work in right contrast. Therefore, research by hospitality industry is made to know, customer
satisfaction is really helping firm to earn higher profit in proper manner (Ryu, Han and Jang,
2010). A study on Disney’s Hollywood Hotel and how customer satisfaction help industry to get
stable in market. Disney’s Hollywood Hotel, it is officially opened for customer around in 2005
and there is a theme behind hotel and it is 1930's Hollywood. Hotel is having around 600 rooms
for their clients and customers. Although aims and objectives will let know actual reason of
carrying out such report and a scope behind this which will make learner to know that how this
research will help them in their personal and professional life.
1.2 Research aim and objectives
There is always an aim industry has for such they organise to have a research of market
and customer. It was required by firm to have information that customer satisfaction helping
industry to earn higher profits (Tajeddini, 2010). The aims and objective of Disney’s Hollywood
Hotel Is as:
 To know the importance of customer in hospitality industry?
 The impact a customer satisfaction is having on profitability?
 What could be the result of customer satisfaction on hotels?
1.3 Research questions
A company make research to know to have solution of few question which is required by
industry to know:
 How hotel industry can satisfy the customer in proper manner?
 Is satisfaction of customer really has a impact on profitability of company?
 What could be the factors is responsible for dissatisfaction in consumer?
 How proper service can be provide to customer?
 To know the changes in environment and customer preference, needs and wants?
 What affect it will be having on hotel industry?

1.4 Significance of research
Research is that which helping firm to have an information of market so that they can
provide services and hospitality to customers according their demand and needs. Research make
them to have solution to their problem and issues so that they can work in effective manner
(Law, Qi and Buhalis, 2010). The report is based on Disney’s Hollywood Hotel and to know that
is customer satisfaction is helping firm to earn higher profits in competitive market.
1.5 Scope of research
There is a lot scope of research on customer satisfaction, although not only hospitality
industry many other firms also goes with research as because satisfaction of customer them is
also very important. Research can be done in any field and it help firm to get stable in market by
making strategy according to such only (Slåtten and Mehmetoglu, 2011).
1.6 Appropriate schedule for research
There is systematic approach to have research of market which help company to work in
effective manner. It has to be like:
Aims and objective: There always a aim behind research which help firm to work in
proper manner and earn higher profits.
Primary data sources: There are various ways of primary research this includes
interviews and surveys etc. This research is first handed and used for first time.
Data collection: Data is collected in proper manner so that perfect information can be
provided to company.
Data analysis: After having all such step analysis of data is been done as which data is
proper and will help firm.
Conclusion: In last step they make conclusion which will make firm to use research in
their working criteria.
The Gantt chart for appropriate schedule for research.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a process which is being used to evaluate the literature reviews
available for research topic. This concept is done by books, journals and authors etc. Customer
satisfaction is that which has to be provided by industry (Solnet, Kralj and Kandampully, 2012).
It includes various expectation and views which is being measured related to services and
hospitality provided to customers in proper manner.
2.2 Importance of customer satisfaction
According to (Ryu, Lee and Gon Kim, 2012), customer satisfaction for hotel industry is
very crucial and important as well because mainly hospitality industry is that in which only
services are provided to customers and their clients. Product and services has to be provided to
their travellers on time to time so that they can have a great experience of service by Disney’s
Hollywood Hotel. If many of customer gets satisfies or happy with the services and hospitality of
hotel then customer will go to take theirs services for the next time as well. Customer satisfaction
is that which is important aspect which help in making a customer loyal towards their working
criteria.
In the view point of (He, Li and Keung Lai, 2011), Customer satisfaction is that which is
having a competitive advantage to company, making a strategy to satisfy customer in proper
manner make them to have a good relationship in between the customer and entity. Therefore
there is cut throat competition is there in market and every firm of industry should have an
unique and innovative ideas so that they can make their customer happy and satisfied as well.
Customer satisfaction is the utmost motto of hotel because their industry get stable on such
behalf only.
2.3 Impact of customer satisfaction on profitability of Hotel.
According to (N. Torres and Kline, 2013), Customer satisfaction is that which has to be
maintained by the hospitality industry. As, customers and clients are backbone of hotel industry
which help in bringing the positive image of the firm. In such field customer satisfaction is prime
motto as such thing make company to get stable in market for longer period. Although it is
required by firm to measure the satisfaction level of customer so that if any discrepancies are
there then that can be solved and can provide right contrast of services.

In contrary to such (Alonso-Almeida, Rodríguez-Antón and Rubio-Andrada, 2012), In
this field there are various firms who are providing services to million of customer and it is
required by Disney Hollywood Hotel to make many new strategies which can help company to
beat other firms. This will help industry to provide better service to clients and customers so that
they can become existing customer for longer period. In this field mainly the revenues are
generated from customer satisfaction which directly help company to earn higher profits.
2.4 Result of customer satisfaction
According to (Magnini, Crotts and Zehrer, 2011), hotel industry is facing many problems
to work on in the competitive world. Therefore to fight with such competition industry make
different type of strategies which make them to provide services to customer according to
requirement of clients and various demands. If company meets with the needs and wants of
customers, help them to attain their goal and objective in proper manner. Making customer
satisfied is a complex term and hospitality industry has to work according to their requirement so
that they can make their client and travellers happy.
In contrast to such (Uysal, Perdue, and Sirgy, 2012), it is required by hotels to make
cooperation and coordination with customer and travellers. If any issues and problems is being
faced by clients of hotel then is has to be solved within less time scenario which bring positive
image of hotel. Cooperation and coordination among customer and hotel bring a conclusion that
they get satisfied and happy with the services provided by firm and take feedback to improve
those areas which customer feel that it was lacking with.
CHAPTER 3:- RESEARCH METHODOLOGY
3.1 Types of investigation
Investigation is a process of making research of market so that proper information can be
received which will help hotel to make a effective strategies which will make company to
perform in right contrast (Schmitt, 2010). There are various ways of investigation but mainly two
concept are used to make an investigation and that is qualitative and quantitative research.
Qualitative research is something which is used when a research has to be made in form of name
and age or non-numerical data, methods which help in collecting the qualitative data are
(interviews, observation, open ended question etc.) which provide the information which is very
helpful for hotel industry. Quantitative research is something which helps to collect the data in

form of numerical as numbers etc. there are various method available for such research those as
(Questionnaire, surveys and graphical method etc.) this also help firm to make an effective
decision and strategy which make them to satisfy their customer and earn higher profits in
effective way. Although these researches are very real in nature and provide an effective
information of market which help them to use such in perfect manner.
3.2 Research design.
Research design is that which help in making strategies with related to the various
elements with study. This helps in knowing various research issues and consequences. Although
this help in making a blue print which is related to designing a blue print of things which is
included in their particular project (Sparks and Browning, 2011). Somewhere this also goes with
measuring and gathering data and information. The researcher is that who uses various types of
research design which is being used at a time of investigation. Those research design are as
(descriptive, experimental and also exploratory). This is required by researcher to chose the best
method among available to them according to the requirement of situation and topic of research.
3.3 Research approaches
Researcher uses various approaches which help them to make research in proper manner.
Although this help hotel to make an effective policy and procedure and somewhere strategies as
well with data collected, analysed data and using such collected information in correct contrast
(O’neill and Davis, 2011). It is being divided into two parts of work as:
 Data collection and its approaches.
 Analysis and reasoning of different data.
Moreover, with this the qualitative research is being used as this help in bringing the effective
research and data gathered will be used by hotel in proper manner and information will be
gathered according to project required.
3.4 Data sampling
It has been seen that this part is the most important section of project. Although it has
been concerned with selecting a group of people which will be used as sample size. Normally,
this kind of research require more in numbers so that efficient decision can be made with such.
The people chose as sample are being chose to be a representative group of million of people
(Chen, Cheung and Law, 2012). Generally, these person put up their opinion and views

regarding the customer disappointment they face in hotel and the things required by industry to
improve those in right way.
3.5 Ethical consideration.
Research has to be made in with some legislation and it has to be done with following the
policies and features ethically. Although thus also includes taking important approvals before
making any research to collect the information in right manner (Walter, Edvardsson and Öström,
2010). Normally, it is required to analyse the tools and techniques that provide direction in
collecting data and information in somewhere in ethical manner. Legislation are there and
various kind of ethical consideration which has to be followed by researcher to make research.
3.6 Limitations
While making any type of research, it has seen that researcher gets the problem and
hurdle in between their working style. Although every researcher want to solve and to make a
research in proper manner. Somewhere it also faces few things like not having appropriate funds
and resources which is being used for completing it successfully (Robinot and Giannelloni,
2010). Normally, the biggest limitation a firm face is not having a time and unavailability of
tools and the techniques with them to gather relevant data and common problems and issues in
various context. Moreover, there are more barriers which is being limited to affect the efficient
and effectiveness of the project. Limitation are there with everything and this has to be overcome
by researcher so that they can make a proper research on particular topics.
CHAPTER 4: DATA ANALYSIS
QUESTIONNAIRE
Q.1. Does customer satisfaction is useful in Disney’s Hollywood Hotel ?
 Yes
 No
Q.2. Can customer satisfaction helpful in enhancing sales volume of company ?
 Agree
 Disagree
Q.3. What are the benefits of customer satisfaction in an organisation ?
 Enhancing loyalty
 Increasing income

Q.4. Does Disney’s Hollywood Hotel enhancing its customers satisfaction level ?
 Yes
 No
Q.5. What are the major factors of customer satisfaction in the firm ?
 Accessibility
 Convenience
Q.6. According to your opinion does satisfied customers helps in enhancing sales and
profitability of business?
 Yes
 No
Theme 1: Customer satisfaction is useful in Disney’s Hollywood Hotel
Q.1. Does customer satisfaction is useful in
Disney’s Hollywood Hotel ?
Frequency
 Yes 37
 No 3
Yes No
0
5
10
15
20
25
30
35
40 37
3
Column B

Interpretation : As per the above table, it can be analysed that customer satisfaction is
necessary for company because this will help in enhancing their buyers volume in better manner.
It is required for firm is to manage and maintain its business operations for providing appropriate
services to their customers. There are around 37 respondents who are agree on that customer
satisfaction is beneficial for Disney’s Hollywood Hotel because they fulfil their all needs and
demand. Rest of the 3 respondents are disagree on this statement because they consider that it is
every time provide benefits to the firm.
Theme 2: Customer satisfaction helpful in enhancing sales volume of company
Q.2. Can customer satisfaction helpful in
enhancing sales volume of company ?
Frequency
 Agree 35
 Disagree 5
Agree Disagree
0
5
10
15
20
25
30
35
35
5
Column D
Interpretation : From the above table, it can be concluded that customer satisfaction
useful for increasing sales volume in the firm. There are around 35 respondents who are agree on
this statement that company need to satisfy their all buyers requirements and needs in better
manner. Remaining 5 respondents are said disagree on this statement because sometime
company does produce innovative and attractive products.
Theme 3: Benefits of customer satisfaction in an organisation

Q.3. What are the benefits of customer
satisfaction in an organisation ?
Frequency
 Enhancing loyalty 30
 Increasing income 10
Enhancing loyalty
Increasing income
0 5 10 15 20 25 30
30
10
Column B
Interpretation : As per the described data, it can be analysed that customers satisfaction
is provide benefit for the company. There are around 30 respondents who are said that enhancing
loyalty among customers will providing advantages to the firm in better manner. Rest of the 10
respondents are said no for the increasing revenue which assist in satisfying all buyers needs and
demand in proper manner.
Theme 4: Disney’s Hollywood Hotel enhancing its customers satisfaction level
Q.4. Does Disney’s Hollywood Hotel
enhancing its customers satisfaction level ?
Frequency
 Yes 25
 No 15

25
15
Yes
No
Interpretation : This has been analysed after reviewing the respondents views that
Disney's Hollywood Hotel is capable enough to enhance their consumer satisfaction levels as per
the opinion of 25 respondents. On the other side, 15 were disagree with this.
Theme 5: Accessibility is the major factors of customer satisfaction in the firm
Q.5. What are the major factors of customer
satisfaction in the firm ?
Frequency
 Accessibility 30
 Convenience 10
Accessibility Convenience
0%
20%
40%
60%
80%
100%
30 10 Column C
Interpretation : As per the identification of determinants which were encountered in the
feedback, this can be claimed that out of 40, there were 30 testee who proclaimed that

Accessibility is key factors of consumer satisfaction where 10 given their views in favour of
convenience.
Theme 6: Satisfied customers helps in enhancing sales and profitability of business
Q.6. According to your opinion does satisfied
customers helps in enhancing sales and
profitability of business ?
Frequency
 Yes 20
 No 20
20 20
Yes
No
Interpretation : As per observation, this has propounded that 20 respondents thinks that
satisfied consumer is the key of success as it support sales and enhance profitability. Whereas 20
testee claimed that there is no such influence of this statement on sales as there are other factors
which matters too.
CONCLUSION
From the above report, it has noted that customer satisfaction is important and prime
motto of hospitality industry and by providing better services to those make hotels to earn higher
profitability. The report was based on Disney Hollywood Hotel, and how customer satisfaction is
important to them to make their firm to improve their image in eyes of customers and clients. A

proper research is required to make to know whether customer satisfaction help hotel industry to
have profitability in effective way or not. Making research for such help them to know that
which sector or thing is required to be improved so that they can satisfy the customer in perfect
way.

REFERENCES
Books and Journals
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Chen, R.X., Cheung, C. and Law, R., 2012. A review of the literature on culture in hotel
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Walter, U., Edvardsson, B. and Öström, Å., 2010. Drivers of customers' service experiences: a
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Online
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