Research Project: Customer/Guest Satisfaction in Ritz-Carlton Hotel
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This research project investigates customer satisfaction within the Ritz-Carlton Hotel in the UK, focusing on the factors that influence guest experiences and overall satisfaction levels. The study employs both primary and secondary research methods, including a literature review, questionnaires, and data analysis, to assess customer perceptions of service quality, staff behavior, and value for money. The research aims to identify the relationship between hotel services and customer satisfaction, investigate factors affecting guest satisfaction, and recommend strategies to enhance customer satisfaction at the Ritz-Carlton Hotel. The project includes an introduction outlining the research aims and objectives, a literature review, a detailed methodology section, data collection and analysis, and conclusions with recommendations for further study. The findings indicate high levels of customer satisfaction, with recommendations for maintaining service quality and enhancing guest experiences.

RESEARCH PROJECT
An investigation into Customer/Guest satisfaction within Hotel industry: A
Study on Ritz Carlton Hotel UK
1
An investigation into Customer/Guest satisfaction within Hotel industry: A
Study on Ritz Carlton Hotel UK
1
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ABSTRACT
In current investigation the researcher focuses on primary and secondary methods to
access the customer satisfaction level within Ritz Hotel. It has been spotted that the customer
satisfaction level plays a significant role in success of every organisation. It is necessary for
business organisation to improve quality of services because it provides number of monetary and
non monetary benefits. It has been identified that the companies who offer amazing customers
experiences which creates environments where satisfaction of the customer is high.
Customer satisfaction level can lead business to impressive level of success. Effective use
of diverse research methods and techniques are beneficial to provide optimistic outcome. During
conduction of investigation the researchers must have sufficient knowledge about the topic as
well as must obtain data from the accurate sources. It helps in analysing the information that is
going to be collected from the range of vivid sources. Moreover, researcher can also focus on
further investigation to understand concept in appropriate manner. In order to understand the
concept of customer satisfaction and hospitality services the researcher can conduct a study on
evaluation of needs and expectations of customers that enhances satisfaction level. It will assist
in effective examination of various factors that are related to customer satisfaction level.
2
In current investigation the researcher focuses on primary and secondary methods to
access the customer satisfaction level within Ritz Hotel. It has been spotted that the customer
satisfaction level plays a significant role in success of every organisation. It is necessary for
business organisation to improve quality of services because it provides number of monetary and
non monetary benefits. It has been identified that the companies who offer amazing customers
experiences which creates environments where satisfaction of the customer is high.
Customer satisfaction level can lead business to impressive level of success. Effective use
of diverse research methods and techniques are beneficial to provide optimistic outcome. During
conduction of investigation the researchers must have sufficient knowledge about the topic as
well as must obtain data from the accurate sources. It helps in analysing the information that is
going to be collected from the range of vivid sources. Moreover, researcher can also focus on
further investigation to understand concept in appropriate manner. In order to understand the
concept of customer satisfaction and hospitality services the researcher can conduct a study on
evaluation of needs and expectations of customers that enhances satisfaction level. It will assist
in effective examination of various factors that are related to customer satisfaction level.
2

ACKNOWLEDGEMENTS
First of all I owe my gratitude to my mentor who has motivated me and guided me during
the entire study. I am also very thankful to all those people which has supported me in carrying
out this study in the best possible manner. Along with this, I owe my thanks to my friends and
family members for their support which they have provided to me while carrying out this study.
In the end, I would like to thank my team members and colleagues who have assisted me in
collecting data from various sources and analysing the same.
3
First of all I owe my gratitude to my mentor who has motivated me and guided me during
the entire study. I am also very thankful to all those people which has supported me in carrying
out this study in the best possible manner. Along with this, I owe my thanks to my friends and
family members for their support which they have provided to me while carrying out this study.
In the end, I would like to thank my team members and colleagues who have assisted me in
collecting data from various sources and analysing the same.
3
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TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................6
1.1 Research project description [P1.1, P1.2].............................................................................6
1.2 Research Aims and Objectives [P1.1]...................................................................................6
RESEARCH QUESTIONS ............................................................................................................7
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1].................................7
1.4 Research methodology [P1.1, P1.4].......................................................................................8
1.5 Structure of the project...........................................................................................................9
TIME FRAME ..............................................................................................................................10
CHAPTER 2: LITERATURE REVIEW [P1.3]............................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Literature review [M1].........................................................................................................11
CHAPTER 3: METHODOLOGY.................................................................................................13
3.1 Methodology, Methods and Techniques [P2.2, M2]...........................................................13
3.2 Sampling [P2.2]...................................................................................................................14
3.3 Data collection [P2.2].........................................................................................................15
3.4 Ethical considerations [P2.2]...............................................................................................15
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................16
4.1 Data Collection [P2.3, M3]..................................................................................................16
4.2 Data Analysis and Discussion [P2.3, D1]............................................................................18
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................21
5.1 Conclusions [P3.3]...............................................................................................................21
5.2 Recommendations [P3.3, D3]..............................................................................................22
5.3 Areas for further study (or consideration) [P3.3].................................................................23
REFERENCES..............................................................................................................................25
APPENDICES...............................................................................................................................27
Use an agreed format and appropriate media to present the outcomes of the research to an
audience [P4.1, D3.....................................................................................................................27
Questionnaire.............................................................................................................................27
4
CHAPTER 1 INTRODUCTION.....................................................................................................6
1.1 Research project description [P1.1, P1.2].............................................................................6
1.2 Research Aims and Objectives [P1.1]...................................................................................6
RESEARCH QUESTIONS ............................................................................................................7
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1].................................7
1.4 Research methodology [P1.1, P1.4].......................................................................................8
1.5 Structure of the project...........................................................................................................9
TIME FRAME ..............................................................................................................................10
CHAPTER 2: LITERATURE REVIEW [P1.3]............................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Literature review [M1].........................................................................................................11
CHAPTER 3: METHODOLOGY.................................................................................................13
3.1 Methodology, Methods and Techniques [P2.2, M2]...........................................................13
3.2 Sampling [P2.2]...................................................................................................................14
3.3 Data collection [P2.2].........................................................................................................15
3.4 Ethical considerations [P2.2]...............................................................................................15
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................16
4.1 Data Collection [P2.3, M3]..................................................................................................16
4.2 Data Analysis and Discussion [P2.3, D1]............................................................................18
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................21
5.1 Conclusions [P3.3]...............................................................................................................21
5.2 Recommendations [P3.3, D3]..............................................................................................22
5.3 Areas for further study (or consideration) [P3.3].................................................................23
REFERENCES..............................................................................................................................25
APPENDICES...............................................................................................................................27
Use an agreed format and appropriate media to present the outcomes of the research to an
audience [P4.1, D3.....................................................................................................................27
Questionnaire.............................................................................................................................27
4
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Title: An investigation of Customer/Guest satisfaction in Hotel industry: A Study on Ritz-
Carlton Hotel.
CHAPTER 1 INTRODUCTION
In the present contemporary world, customer satisfaction is argued to be a major
determinant of organizational success. However, it has also been evident that it is crucial to gain
competitive advantage in the marketplace. From a long run, a fact is identified that guest
satisfaction is directly linked with the services provided to customers, which further can be
experienced by them in variety of situations (Goddard, 2014). Satisfaction level of guests is
depended on the service quality offered by the hotels. Ritz-Carlton Hotel has 87 luxury hotels
and resorts in major cities and resorts in 29 countries and territories. The cited hotel is facing
huge competition in the marketplace therefore; it is important to identify the level of customer
satisfaction. The present research project is going to investigate the customer satisfaction level at
Ritz-Carlton Hotel.
1.1 Research project description [P1.1, P1.2]
The project is based on a leading hotel chain of the UK, for which customer satisfaction
is going to be investigated. The competition in the hospitality industry of UK has been increased
in today's scenario hence; it becomes crucial for the business to assess guest’s satisfaction
towards the services in order to gain competitive advantage (Flick, 2011). The study is conducted
while considering the customers as the important stakeholders of business and organizations
must satisfy their needs to make them satisfied. The rationale behind conducting this research is
to investigate the satisfaction level of guests at Ritz-Carlton Hotel. The selection of present
research topic is based on three major factors including interest of research in the area of
marketing, availability of sufficient literature as-well-as the knowledge and experience of
researcher.
1.2 Research Aims and Objectives [P1.1]
Aim: The proposed project herewith aims to identify the customer/ guest satisfaction in
Hotel industry therefore; a leading hotel of the UK named as Sheraton Hotel is being taken into
the consideration.
Objectives
6
Carlton Hotel.
CHAPTER 1 INTRODUCTION
In the present contemporary world, customer satisfaction is argued to be a major
determinant of organizational success. However, it has also been evident that it is crucial to gain
competitive advantage in the marketplace. From a long run, a fact is identified that guest
satisfaction is directly linked with the services provided to customers, which further can be
experienced by them in variety of situations (Goddard, 2014). Satisfaction level of guests is
depended on the service quality offered by the hotels. Ritz-Carlton Hotel has 87 luxury hotels
and resorts in major cities and resorts in 29 countries and territories. The cited hotel is facing
huge competition in the marketplace therefore; it is important to identify the level of customer
satisfaction. The present research project is going to investigate the customer satisfaction level at
Ritz-Carlton Hotel.
1.1 Research project description [P1.1, P1.2]
The project is based on a leading hotel chain of the UK, for which customer satisfaction
is going to be investigated. The competition in the hospitality industry of UK has been increased
in today's scenario hence; it becomes crucial for the business to assess guest’s satisfaction
towards the services in order to gain competitive advantage (Flick, 2011). The study is conducted
while considering the customers as the important stakeholders of business and organizations
must satisfy their needs to make them satisfied. The rationale behind conducting this research is
to investigate the satisfaction level of guests at Ritz-Carlton Hotel. The selection of present
research topic is based on three major factors including interest of research in the area of
marketing, availability of sufficient literature as-well-as the knowledge and experience of
researcher.
1.2 Research Aims and Objectives [P1.1]
Aim: The proposed project herewith aims to identify the customer/ guest satisfaction in
Hotel industry therefore; a leading hotel of the UK named as Sheraton Hotel is being taken into
the consideration.
Objectives
6
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Here, the major objectives of present investigation are:
To assess the level of customer satisfaction at Ritz-Carlton Hotel.
To investigate various factors affecting guest satisfaction in the hotel industry.
To assess the relationship between hotel services and customer satisfaction.
To recommend ways to increase level of customer satisfaction at Ritz-Carlton Hotel.
RESEARCH QUESTIONS
What is the relationship between hotel services and customer satisfaction?
What are the factors affecting guest satisfaction in the hotel industry?
What is the level of customer satisfaction at Ritz-Carlton Hotel?
What are the initiatives taken by Ritz-Carlton Hotel to achieve the customer satisfaction?
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1]
According to the Jackson (2008), customer satisfaction is defined as a factor that provides
measurement of the customers' belief through the products and services. It also assists in
identification of customers' needs and requirements (Creswell, 2013). In contrast to this, Bak
(2011) states that customer satisfaction can be investigate through effective assessment of
customer needs and requirements which organization tries to fulfil by performing various
activities. Adcroft and Willis (2008) has asserted that satisfaction plays a significant role in the
success of organization because it can enhance the revenue and other benefits to the
organization. Customer satisfaction is also referred as a factor that provides an advancement in
ratio of loyal customers.
The aspects of products and services which can affect customer satisfaction level can be
technological, engineering and re-engineering etc. As evaluated by Wu (2013), the quality and
effectiveness of the products is also a crucial factor which enables compatible and tussle free
functions and operations. However, if these aspects are handled efficiently by providing best
services and dealing with complaints effectively So and et.al., (2013). Then it will result in,
dissatisfied customers could be converted into long time satisfied customers and retaining them
becomes easy for the organization. Ryu and et.al., (2012) has asserted that the hospitality
organization should provide clean, safe and well organised environment to their customers. The
organization should provide good ambience which will make them shopper friendly and secured.
7
To assess the level of customer satisfaction at Ritz-Carlton Hotel.
To investigate various factors affecting guest satisfaction in the hotel industry.
To assess the relationship between hotel services and customer satisfaction.
To recommend ways to increase level of customer satisfaction at Ritz-Carlton Hotel.
RESEARCH QUESTIONS
What is the relationship between hotel services and customer satisfaction?
What are the factors affecting guest satisfaction in the hotel industry?
What is the level of customer satisfaction at Ritz-Carlton Hotel?
What are the initiatives taken by Ritz-Carlton Hotel to achieve the customer satisfaction?
1.3 Literature review (critical review of key references) [P1.1, P1.3, M1]
According to the Jackson (2008), customer satisfaction is defined as a factor that provides
measurement of the customers' belief through the products and services. It also assists in
identification of customers' needs and requirements (Creswell, 2013). In contrast to this, Bak
(2011) states that customer satisfaction can be investigate through effective assessment of
customer needs and requirements which organization tries to fulfil by performing various
activities. Adcroft and Willis (2008) has asserted that satisfaction plays a significant role in the
success of organization because it can enhance the revenue and other benefits to the
organization. Customer satisfaction is also referred as a factor that provides an advancement in
ratio of loyal customers.
The aspects of products and services which can affect customer satisfaction level can be
technological, engineering and re-engineering etc. As evaluated by Wu (2013), the quality and
effectiveness of the products is also a crucial factor which enables compatible and tussle free
functions and operations. However, if these aspects are handled efficiently by providing best
services and dealing with complaints effectively So and et.al., (2013). Then it will result in,
dissatisfied customers could be converted into long time satisfied customers and retaining them
becomes easy for the organization. Ryu and et.al., (2012) has asserted that the hospitality
organization should provide clean, safe and well organised environment to their customers. The
organization should provide good ambience which will make them shopper friendly and secured.
7
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According to the Oliver (2014), has founded that customer satisfaction plays a significant
role in financial performance of hotel. If hotel provides good quality of food to their customers
then the customer satisfaction will increase. If the hotel provides bad quality of food then there
customers will reduced and it will affect the organization (Torres, 2013). The additional facilities
like free internet, access to the computer, breakfast at rooms gives customer a satisfaction by
which they remain loyal to the hotel. The key sustainable advantage of the hotel lies in the
providing high quality products and services to their guests and gain their satisfaction.
1.4 Research methodology [P1.1, P1.4]
Here are some points of research methodology that are going to be used for achieving the
aim of present investigation: Research philosophy: Interpretivism philosophy is going to be used for the present
investigation as through making use of such tools, in depth analysis can be carried out for
the present topic. Research approach: In respect to the current study which is based on assessing the
customers' satisfaction, inductive approach will be beneficial as by making use of this
tactic, similar outcome can be applied for studying about this hotel. Research type: For present investigation, qualitative as-well-as quantitative approaches
will be used to access range of information and making out a smooth analysis. Qualitative
type is used to investigate the factors affecting customer satisfaction. On the other hand,
quantitative data is going to be used for assessing guest’s satisfaction level in the cited
hotel. Data collection method: Both the sources of data collection will be used for the present
investigation and are namely; primary and secondary. For collecting primary information,
questionnaire method will be used and on the other hand; secondary information will be
acquired from online as-well-as physical library. Sampling and Sample size: For the present information, random sampling method will
be used for providing equal chance to the customers who will be required to be selected
in the research. The sample size of the study will be 40 respondents who are the
customers of Ritz-Carlton Hotel.
8
role in financial performance of hotel. If hotel provides good quality of food to their customers
then the customer satisfaction will increase. If the hotel provides bad quality of food then there
customers will reduced and it will affect the organization (Torres, 2013). The additional facilities
like free internet, access to the computer, breakfast at rooms gives customer a satisfaction by
which they remain loyal to the hotel. The key sustainable advantage of the hotel lies in the
providing high quality products and services to their guests and gain their satisfaction.
1.4 Research methodology [P1.1, P1.4]
Here are some points of research methodology that are going to be used for achieving the
aim of present investigation: Research philosophy: Interpretivism philosophy is going to be used for the present
investigation as through making use of such tools, in depth analysis can be carried out for
the present topic. Research approach: In respect to the current study which is based on assessing the
customers' satisfaction, inductive approach will be beneficial as by making use of this
tactic, similar outcome can be applied for studying about this hotel. Research type: For present investigation, qualitative as-well-as quantitative approaches
will be used to access range of information and making out a smooth analysis. Qualitative
type is used to investigate the factors affecting customer satisfaction. On the other hand,
quantitative data is going to be used for assessing guest’s satisfaction level in the cited
hotel. Data collection method: Both the sources of data collection will be used for the present
investigation and are namely; primary and secondary. For collecting primary information,
questionnaire method will be used and on the other hand; secondary information will be
acquired from online as-well-as physical library. Sampling and Sample size: For the present information, random sampling method will
be used for providing equal chance to the customers who will be required to be selected
in the research. The sample size of the study will be 40 respondents who are the
customers of Ritz-Carlton Hotel.
8

Data Analysis: The investigation will make use of thematic analysis tactic for data
analysis in which the information will be interpreted while designing various themes. MS
excel is also used for the present investigation for representing numerical information that
will be gathered from the respondents.
1.5 Structure of the project
The present investigation is going to be carried out in a specific manner while following a
chapter wise presentation. Here is the structure of present investigation:
Chapter 1: Introduction: This is the first chapter of the investigation that includes the
background of study and the purpose of selecting research topic. This section also includes the
aim and objectives of the investigation along with the research questions that are going to be
answered. In addition, this chapter includes rational behind conducting the investigation.
Chapter 2: Literature Review: It is the second major chapter of the study that includes
secondary information pertaining to the topic. This section includes the findings of various
authors in relation to the present topic. From this section, the gap of research is going to be
identified. For making this chapter, researchers have used range of sources such as books,
journals as-well-as online sources.
Chapter 3: Research Methodology: The third chapter of investigation is of describing the
research tools and tactics that are going to be used for achieving the aims of the current study. It
includes the selection of research design, data collection sources and data analysis tactics. This
chapter is going to be a big help for researcher in creating a path for competing this investigation.
Chapter 4: Data analysis: This chapter is the most crucial chapter which helps in interpreting
the data of present investigation. It helps in analysing the information that is going to be
collected from the range of vivid sources. The chapter presents the supplication of data analysis
tool for accomplishing the objectives. In this section, the information will be presented via using
tables and interpretations.
Chapter 5: Conclusion: The last but not the least chapter includes the conclusion section which
helps in identifying the crux of the study undertaken and representing the manner in which the
objectives of the investigation are attained.
9
analysis in which the information will be interpreted while designing various themes. MS
excel is also used for the present investigation for representing numerical information that
will be gathered from the respondents.
1.5 Structure of the project
The present investigation is going to be carried out in a specific manner while following a
chapter wise presentation. Here is the structure of present investigation:
Chapter 1: Introduction: This is the first chapter of the investigation that includes the
background of study and the purpose of selecting research topic. This section also includes the
aim and objectives of the investigation along with the research questions that are going to be
answered. In addition, this chapter includes rational behind conducting the investigation.
Chapter 2: Literature Review: It is the second major chapter of the study that includes
secondary information pertaining to the topic. This section includes the findings of various
authors in relation to the present topic. From this section, the gap of research is going to be
identified. For making this chapter, researchers have used range of sources such as books,
journals as-well-as online sources.
Chapter 3: Research Methodology: The third chapter of investigation is of describing the
research tools and tactics that are going to be used for achieving the aims of the current study. It
includes the selection of research design, data collection sources and data analysis tactics. This
chapter is going to be a big help for researcher in creating a path for competing this investigation.
Chapter 4: Data analysis: This chapter is the most crucial chapter which helps in interpreting
the data of present investigation. It helps in analysing the information that is going to be
collected from the range of vivid sources. The chapter presents the supplication of data analysis
tool for accomplishing the objectives. In this section, the information will be presented via using
tables and interpretations.
Chapter 5: Conclusion: The last but not the least chapter includes the conclusion section which
helps in identifying the crux of the study undertaken and representing the manner in which the
objectives of the investigation are attained.
9
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TIME FRAME
ACTIVITIES/WEEK 1 2 3 4 5 6 7 8 9 10 11
SELECTION OF SUITABLE
TOPIC FOR THE RESEARCH
STUDY
Formulating goals and
objectives to facilitate the
study
Analysing the intention and
principle behind the study
Reviewing the literature of the
study
Determining the Research
methodology
Studying appropriate methods
for evaluation
Data interpretation and
discussion
Providing recommendation and
proposition
Preparation of report in a
presentable mode
Submission of research report
CHAPTER 2: LITERATURE REVIEW [P1.3]
2.1 Introduction
Literature review is a chapter that provides a detailed analysis of subject by accessing
number of documents that is written by different authors. In this, number of sources and past
10
ACTIVITIES/WEEK 1 2 3 4 5 6 7 8 9 10 11
SELECTION OF SUITABLE
TOPIC FOR THE RESEARCH
STUDY
Formulating goals and
objectives to facilitate the
study
Analysing the intention and
principle behind the study
Reviewing the literature of the
study
Determining the Research
methodology
Studying appropriate methods
for evaluation
Data interpretation and
discussion
Providing recommendation and
proposition
Preparation of report in a
presentable mode
Submission of research report
CHAPTER 2: LITERATURE REVIEW [P1.3]
2.1 Introduction
Literature review is a chapter that provides a detailed analysis of subject by accessing
number of documents that is written by different authors. In this, number of sources and past
10
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research's are also referred by the researcher. This is because it provides a better learning about
various factors that are related to subject. With an assistance of literature review the researcher
can understand the concept of customer satisfaction level. It also provides a great support to
primary study and helps researcher to provide effective outcome of investigation.
2.2 Literature review [M1]
Customer satisfaction and its significance
According to the Delcourt and et.al. (2013), customer satisfaction is a term which
measures the customers' expectation through the products and services and knows the customers'
needs and requirements (Delcourt and et.al., 2013). In contrast to this, Wu (2013) states that
customer satisfaction can be enquired through the needs and requirements which gets fulfilled by
the organization (Wu, 2013). Customers satisfaction is the important aspect of any organization
to sell their products and services. As per the view of Oliver (2014), customer satisfaction is
important because it is a leading indicator of consumer repurchase purpose and loyalty (Oliver,
2014). It reduces the customer churn and increases consumer lifetime value. It also helps the
company in reducing negative word of mouth publicly. Most important factor of the consumer
satisfaction is to retain customers which is cheaper than to acquire new ones. In a competitive
marketplace where businesses compete for attracting large customers base, customer satisfaction
is seen as a key discriminator. Organizations who succeed in these cut-throat environments are
the ones which make customer satisfaction a key element of their business strategy.
On the other hand, companies who offer amazing customers experiences which creates
environments where satisfaction of the customer is high. Frank and et.al. (2013) has asserted that
satisfaction plays an important role in the organization through which it analysed the revenue a
customer generates for the business (Frank and et.al., 2013). The company can use customer
retention strategies like using blogs to educate customers, can use emails to send special
promotions and delight customers through providing personalized experiences. Customer
satisfaction is a road which can lead to the loyalty. Loyalty is a belief which was formed from
having a customer encounter good experiences from the desired brand. Customer satisfaction
helps in the key factors such as time, scope and budget of the project management. If the the
quality of the product is good then customer will gain the satisfaction which will bring them
11
various factors that are related to subject. With an assistance of literature review the researcher
can understand the concept of customer satisfaction level. It also provides a great support to
primary study and helps researcher to provide effective outcome of investigation.
2.2 Literature review [M1]
Customer satisfaction and its significance
According to the Delcourt and et.al. (2013), customer satisfaction is a term which
measures the customers' expectation through the products and services and knows the customers'
needs and requirements (Delcourt and et.al., 2013). In contrast to this, Wu (2013) states that
customer satisfaction can be enquired through the needs and requirements which gets fulfilled by
the organization (Wu, 2013). Customers satisfaction is the important aspect of any organization
to sell their products and services. As per the view of Oliver (2014), customer satisfaction is
important because it is a leading indicator of consumer repurchase purpose and loyalty (Oliver,
2014). It reduces the customer churn and increases consumer lifetime value. It also helps the
company in reducing negative word of mouth publicly. Most important factor of the consumer
satisfaction is to retain customers which is cheaper than to acquire new ones. In a competitive
marketplace where businesses compete for attracting large customers base, customer satisfaction
is seen as a key discriminator. Organizations who succeed in these cut-throat environments are
the ones which make customer satisfaction a key element of their business strategy.
On the other hand, companies who offer amazing customers experiences which creates
environments where satisfaction of the customer is high. Frank and et.al. (2013) has asserted that
satisfaction plays an important role in the organization through which it analysed the revenue a
customer generates for the business (Frank and et.al., 2013). The company can use customer
retention strategies like using blogs to educate customers, can use emails to send special
promotions and delight customers through providing personalized experiences. Customer
satisfaction is a road which can lead to the loyalty. Loyalty is a belief which was formed from
having a customer encounter good experiences from the desired brand. Customer satisfaction
helps in the key factors such as time, scope and budget of the project management. If the the
quality of the product is good then customer will gain the satisfaction which will bring them
11

again to the company. If the quality of the product is bad and the prices is high then definitely
customers will not buy the products from that organization.
Factors affecting customer satisfaction level
The factors which affects the customer satisfaction can be department wise capability of
the supplier which are differ place to place. The aspects of products and services which can
affect customer satisfaction level can be technological, engineering and re-engineering etc. the
response for the quality and type provided by the supplier can affect the customer satisfaction.
As evaluated by Haghighi and et.al. (2012), the quality and effectiveness of the products is also
an crucial factor which enables compatible and tussle free functions and operations (Haghighi
and et.al., 2012). This bears to lower maintenance and higher life of the product which is highly
admired by the customers. On the contrary Ryu and et.al. (2012) has argued that if the product is
expecting huge amount of financial and manual resources then customers could get a feeling of
dissatisfaction and anxiety (Ryu and et.al., 2012). This is because cost, quality, performance and
efficiency also matters for the customers and by which it will ensure the customer satisfaction.
However, if these aspects are handled efficiently by providing best services and dealing with
complaints effectively. Then it will results in, dissatisfied customers could be converted into long
time satisfied customers and retaining them becomes easy for the organization.
The personal factors of the business person can also affects the customer satisfaction
level and the factors can include etiquettes and friendliness towards customers. Kim and et.al.
(2012) has concluded that the organization should also provide a good environment to the
customers when they came to the firm which gives them positive feelings and they will come
again and again (Kim and et.al., 2012). The organization should provide clean, safe and well –
organised environment to their customers. The organization should provide good ambience
which will make them shopper friendly and secured. The company should committed to the
telling the truth by which customers gain trust and will give their loyalty that organization.
However, if the company will hide facts and figures from their customers then consumers will
not rely on that particular organization.
Relationship between hotel services and customer satisfaction
Hotel services and customer satisfaction are correlated with each other. This is because
services quality is considered as the life of hotel which further related to the customer
12
customers will not buy the products from that organization.
Factors affecting customer satisfaction level
The factors which affects the customer satisfaction can be department wise capability of
the supplier which are differ place to place. The aspects of products and services which can
affect customer satisfaction level can be technological, engineering and re-engineering etc. the
response for the quality and type provided by the supplier can affect the customer satisfaction.
As evaluated by Haghighi and et.al. (2012), the quality and effectiveness of the products is also
an crucial factor which enables compatible and tussle free functions and operations (Haghighi
and et.al., 2012). This bears to lower maintenance and higher life of the product which is highly
admired by the customers. On the contrary Ryu and et.al. (2012) has argued that if the product is
expecting huge amount of financial and manual resources then customers could get a feeling of
dissatisfaction and anxiety (Ryu and et.al., 2012). This is because cost, quality, performance and
efficiency also matters for the customers and by which it will ensure the customer satisfaction.
However, if these aspects are handled efficiently by providing best services and dealing with
complaints effectively. Then it will results in, dissatisfied customers could be converted into long
time satisfied customers and retaining them becomes easy for the organization.
The personal factors of the business person can also affects the customer satisfaction
level and the factors can include etiquettes and friendliness towards customers. Kim and et.al.
(2012) has concluded that the organization should also provide a good environment to the
customers when they came to the firm which gives them positive feelings and they will come
again and again (Kim and et.al., 2012). The organization should provide clean, safe and well –
organised environment to their customers. The organization should provide good ambience
which will make them shopper friendly and secured. The company should committed to the
telling the truth by which customers gain trust and will give their loyalty that organization.
However, if the company will hide facts and figures from their customers then consumers will
not rely on that particular organization.
Relationship between hotel services and customer satisfaction
Hotel services and customer satisfaction are correlated with each other. This is because
services quality is considered as the life of hotel which further related to the customer
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