Customer Satisfaction and Company Growth: Westbridge Hotel Case Study

This management report examines the crucial role of customer satisfaction in driving the growth of Westbridge Hotel, a case study within the hospitality sector. The report begins with an introduction defining customer satisfaction and its significance in evaluating a company's performance. It then explores the importance of customer satisfaction, its direct relationship with sales, and various methods to enhance customer satisfaction levels. The study includes an analysis of Westbridge Hotel's resources, entrepreneurial orientation, and the influence of its founders. Additionally, it delves into global, regional, and emerging market dynamics, sociocultural influences, and environmental and competitive analyses, identifying sources of opportunity and assessing associated risks. The report incorporates ethical and corporate social responsibility issues, market-led and resource-led approaches, and the significance of partnerships and alliances. The conclusion summarizes the key findings and recommendations for improving customer satisfaction and fostering business growth at Westbridge Hotel, supported by a comprehensive literature review and data analysis.

Management Report

Table of Contents
Topic of the Research - “To analyse the importance of customer satisfaction in growth of the
company”. A case study of Westbridge Hotel. ..............................................................................3
INTRODUCTION ..........................................................................................................................3
Data collection and data analysis.....................................................................................................5
Literature review .............................................................................................................................5
Importance of customer satisfaction ..........................................................................................5
Relation between customer satisfaction and sales of the company ............................................5
Different ways of increasing customer satisfaction ...................................................................5
Growth strategy Proposal ................................................................................................................5
Indicative content:............................................................................................................................5
Resources within the organisation..............................................................................................5
Evidence of entrepreneurial orientation......................................................................................6
Influence of founders..................................................................................................................6
Global, regional and emerging markets......................................................................................6
Socio cultural influences.............................................................................................................6
Environmental and competitive analysis....................................................................................6
Sources of opportunity................................................................................................................7
Information sources and their validity........................................................................................8
Risk analysis................................................................................................................................8
Scenario planning........................................................................................................................9
Ethical and corporate social responsibility issues.......................................................................9
Market led approaches..............................................................................................................10
Resource led approach..............................................................................................................10
Partnerships and alliances ........................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

Topic of the Research - “To analyse the importance of customer satisfaction in
growth of the company”. A case study of Westbridge Hotel.
INTRODUCTION
Customer satisfaction is defined as an important factor which and it is defined as
measurement which estimates how happy are the customers by products, services and
capabilities of the company. Companies must do analysis for evaluating the satisfaction level of
customers. Surveys and ratings to evaluate customer satisfaction will help in knowing what
improvements and changes can be done in products and services. The main objective of
company is to satisfy it's customers by performing well. Companies should not assume that their
customers are happy but they must do surveys and take feedbacks in order to know whether
customers like their products or not (Agnihotri, Dingus, Hu, and Krush, 2016). In the following
research, hospitality sector is used for analysing customer satisfaction in this field. It is essential
to have good customer satisfaction in hotels as sales and profit totally depend on this.
Satisfaction of customer is achieved by involving customer in improving quality of services
offered to them. Enhancement of customer loyalty is key for improving customer satisfaction.
The hotel used in this research is Westbridge hotel. This is a 4 star hotel and listed building
dating back to 18th century. This hotel has around 80 hotel rooms and free Wi-Fi is provided to
customers. It offers centralised air conditioning rooms to customers. Restaurant of Westbridge
offers English breakfast, Lunch and dinner. This hotel is located near Standford Underground
station. Westbridge is located in Newham, London.
Background of the research
Hospitality industry is one of the most competitive industry of business environment. It is
essential to enhance customer loyalty for increasing competitiveness in industry and ensuring
sustainability of business. West Bridge Hotel is a leading player of hospitality industry of UK.
This hotel has advantage of attracting customers of UK and giving them luxurious facility while
staying. This hotel has opportunity to expand it's business effectively in other countries and cities
(Ali, and Raza, 2017). The main reason for a hotel to sustain in market is it's level of customer
satisfaction. When hotel is offering outstanding facilities to people, they will appreciate hotel and
others will get attracted to visit this hotel. As a result, sales of hotel will be increased. In this
case, customers or people are satisfied with with brand and products. It is essential for customers

to have loyal customers which spread positive word of mouth about hotel facilities. Hotel brand
is an important element which affects advertising programs and image is an important thing
which develops good reputation of hotel. Cost offered by hotel is one of the reasons for customer
dissatisfaction. This is caused by offering low quality services and products to customers.
Loyalty of customers is good measure of services offered to customers for drawing in new
customers in business situations. Satisfaction among customers lays out blueprint which can be
used for understanding needs and demands of customers. Employees play an important role in
ensuring that needs and demands of customers are met. When hotel is able to conduct successful
employee evaluation project then it is easy to serve customers. Managers of hotel uses feedback
from customers for assessing competencies of employees (Bowen, and Chen McCain, 2015).
This type of information is used for defining an ideal employee.
Significance of the study
Personal interest – The main aim of research is to analyse importance of customer satisfaction at
workplace. The investigator is working hard for knowing how hotel service can be enhanced by
increasing customer satisfaction.
Social interest – This research will help service providers to know importance of care and
valuable service given to customers for increasing customer satisfaction's major role in growth
and raise of organisation.
Aim of the research
“To analyse the importance of customer satisfaction in growth of the company”
Objectives of the research
 Importance of customer satisfaction
 Relation between customer satisfaction and sales of the company
 Different ways of increasing customer satisfaction
Research Problem
The concept of customer satisfaction is essential for success of hotel industry. Each and
every business must have good relationship with customers for enhancing loyalty and increasing
profitability. Hotel managers of West Bridge hotel are facing problem in satisfying their
customers and ending up experiencing high level of customer dissatisfaction. This problem can
be solved by making management learn about needs and demands of customers. This research
will help to know more about ways of improving customer satisfaction.

Problem statement
The main problem in retaining and satisfying customers is due to intense competition in
hotel industry. Competition provides customers various options that makes it hard for hotel like
West Bridge to hold on customers. When hotel tries to meet demands and needs of customers,
the competitors of hotel offers different choices for customers (Eid, 2015). Thus, hotel does not
guarantees to retain customers as many customers have to explore alternatives and experience
taste of different environment. This is is hard for hotels in UK to retain customers in the long
run.
Data collection and data analysis
It is a basic process and the most initial stage at which there is collection of information
by the researcher. In this process data is gathered in a systematic way and further analysis can be
done of that collected data. It is used to study various research questions, to test the hypothesis
and then evaluate various outcomes. Data collection is a very important component of every
research work. It is a method in which there is requirement of accuracy so that further steps of
this process can be done with accuracy (Engler, Winter, and Schulz, 2015). Accuracy is
required to be maintained so that integrity is there in the overall research work.
Literature review
Importance of customer satisfaction
As per the thoughts of (Han, H. and Hyun, S.S., 2015), Customer satisfaction is an
essential factor that measures how services and products are supplied by a company meets and
surplus expectations of customers. Thus is an important factor as this gives marketers and
owners of business with metric that they can use for managing and improving business. The
main reasons for customer satisfaction are this is a leading indicator for consumer repurchase
intentions and loyalty. This creates differentiation in offerings of organisation and competitors.
This minimises customer churn and increases customer lifetime value. This minimises negative
word of mouth for the product or service offered by company. Customer satisfaction is the best
indicator for how customer will react to product or service in future. It is beneficial for
companies to provide quality products and services to people as it helps in creating sales and
profits of the company.

Relation between customer satisfaction and sales of the company
From the viewpoint of (Hill, N. and Alexander, J., 2017), For an organization to be
successful, sales and customer satisfaction are the two important factors that can improve
companies productivity and services. If pay attention to the Customer satisfaction it improve the
sales of the organization. Good service creates trust between the customer and the product which
further leads to positive word of mouth and reputation in the market which will directly impact
the sales of the company. Customer loyalty increases the sales of the company which can only be
generated by customer satisfaction. Now a days product and price is not only the king of the
market, Customer is the real king and once customer is satisfied there is automatically increase
in the revenue of the organization. Greater the customer experience higher will be the
satisfaction of the customer and can leads to increase in the revenue of the organization. Loyal
customers brings new customer for the company so to increase the revenue companies must
satisfied its potential customer with excellent customer services that leads to generation of more
and more sales. resolves the customers enquiries quickly builds an opportunity for the
organizations to provide excellent service to its customers that directly leads to increase in the
sales and revenue of the organization. Satisfied customers have a higher chance to return or
repurchase the service given by the organization so to increase sales or reduce operational cost
customer service should be delivered timely and efficiently. When the customer gets exceptional
services from the organization it leads to increase in sales as well as profitability of the
organization.
Different ways of increasing customer satisfaction
As per the opinion of (Jiang, H. and Zhang, Y., 2016), It is concluded that customer
satisfaction is an important factor which helps in growth and development of company. Some
ways for increasing customer satisfaction are mentioned below -
Treat every customer wisely: Give every customer same service as they are not to be
differentiated in the categories. Thank every customer for giving the business to the organization,
and make a effort to guide customers in a properly and effectively way.
Keep your promises: The organisations must keep their promises which they have given
to employees and subordinates. Also it motivates employees to work hard if they are getting
good treatment from managers and executives.

Conducting focus groups – The managers of company must bring customers together
for an open ended chat. It is ensured that thy are at ease and what they feel about working in this
company and asking about questions related to their experience in organisation.
Indicative content:
Internal analysis
Resources within the organisation
Hotel resource is portal site of hotel industry network of web sites that is operated. It consists
of manually edited, free or paid hotel supply and resource directory and links to latest news of hotel,
events and market reports. Resource efficiency is defined as getting most value out of resources like
water, energy and materials. The benefits of hotel business consists of increased profits, positive
reputation among customers and improved environmental performance. Hotels have to manage that
all resources that it is having are utilised properly. This includes reduced material bills, waste costs,
etc (Mouwen, 2017). West bridge hotel has to ensure that managers are utilising resources in an
effective manner and they are providing quality services to people. West bridge hotel has a good
workforce, the only thing it lacks is proper training and development sessions for them which will
help in meeting demands and needs of customers. The main resource that hotel possess is it's
employees. So it has to be taken care that employees are provided effective trainings that helps in
reaching organisational objectives and goals in an appropriate manner.
Evidence of entrepreneurial orientation
Entrepreneurial orientation is a firm level strategic orientation that captures strategy making
practices, managerial philosophies of an organisation and behaviour of firm that are entrepreneurial in
nature. This has become an important established and researched constructs. This orientation is strong
predictor of firm performance with meta analysis of past research. This is overall posture towards
entrepreneurship. This is emerging as a predominant concept for managing business. A firm can have
entrepreneurial orientation if they support entrepreneurial behaviour. This permeates managerial
philosophies of a firm, strategic behaviour and decision making practices of a firm. The firms which
are entrepreneurially oriented and exhibits a sustained pattern of new entry with time which is
characterised by pro activeness, innovations and risk taking. The EO research is helpful for managers
of hotel in providing critical insights into how hotels can be effectively leverage strategy of
entrepreneurs.

Influence of founders
There is huge impact of founders on organisational functions and operations of an
organisation. It is analysed that founder of the company is affected by the way in which company is
working. The founder role is essential to well functioning capitalist of economy. Different companies
are affected by the decision taken by founders of the company. It is important for companies to
innovate their services and products and earn profits and sales for the company.
Environmental analysis
Global, regional and emerging markets
Doing proper environmental analysis is also important thing for every organisation. This
analysis is also done on the basis of level of the organisation on which it is operating. As such the
company is operating globally, so it is important for the organisation to make analysis of the industry
globally so that proper and prior information could be gained by the organisation in order to make
formation of proper strategies and policies for the growth and development of the organisation(Hill,
and Brierley, 2017). Additionally, it is also important for the company to evaluate their operations and
market situations at the regional and local level so that possible improvements could be made in the
working processes of the organisation along with availing the opportunities available to them. Such
as for the analysis of regional market, it is important for the company such as West Bridge Hotel to
have knowledge about the population of that area, size, income, distribution, disposable income of
customers, cultural and social norms, legal and political situation and many more on the basis of
which many decisions by the company are taken such as for expansion and other related factors.
Socio cultural influences
These are the factors which impacts upon the working of an organisation due to changes in the
tastes and preferences, faith, beliefs, feelings of individuals which impacts upon the successful
working of an organisation. So in order to deal with this situation, it is important for the organisation
to take into consideration about the importance and need to know about the demands of their
customers. The demands of customers are needed to be analysed from time to time so that the needed
changes in their tastes and preferences could be made within the possible period of time. It is also
done in order to reduce the impacts on the overall performance of the organisation to be effected in
negative way. It is the combination of social and cultural factors which impacts upon the working of
an organisation in both the positive as well as negative ways. These are one of the main
environmental factors which impacts upon the economic activity of an organisation such as West

Bridge Hotel and also on the performances of other organisations as well. So it is important for every
organisation to consider upon these factors and make those strategies and policies for the company
that could help the company to get the least negative and the utmost positive impact.
Environmental and competitive analysis
Environmental and Competitive Analysis is an important part for every organisation. As with
the help of these analysis, it will be possible for the organisation to know about the market situation
and their own strengths, weaknesses, opportunities and threats so that the organisation could work
upon improving the condition and eradicating the issues which have been faced by the company in
order to make their business operations to be in an effective and efficient manner. The consideration
about the entrance of new companies, substitute products, suppliers, customers and competition is also
important to take into consideration with the help of which improvement could be made in the growth
and development of the organisation. Along with this, it will also help in formulating proper strategies
for the company in order to reduce the level of impact on the organisation. The influences of factors
prevailing in the market are also considered as such political factors, economical factors, social
factors, technological factors, legal factors, environmental factors with the help of which good
working environment along with the lowest negative and highest positive impact could be created for
the organisation.
Analysing Opportunities
Sources of opportunity
There are different sources of opportunity for an organisation in order to make expansion
of their business processes for the betterment and growth in their organisation. Opportunities are
those points which gives an organisation with a chance to foster the rate of growth and
development of their organisation in order to make their business operations effective, improve
their profits and many other motives (Ngo, and Nguyen, 2016). So the sources of opportunities
for an organisation such as West Bridge Hotel are provided as under:
Consumer Segmentation: The first option is to continuous focus on the needs and
demands of customers as they change on regular basis so that they could be provided with at the
earliest with their needs and demands.

Purchase Situation Analysis: There are different questions which are asked in order to
know about the changing needs and preferences of customers such as when do people buy a
product or service, is it the time when they need it, where do people make purchase of product
and how do they pay. With the help of considering and focusing on these questions it will be
possible for West Bridge Hotel to explore more opportunities for the growth and development of
their organisation.
Opportunity Evaluation and Management:
There are different ways with the help of which evaluation of the different opportunities
available to the organisation are done (Pan, and Nguyen, 2015). In order to evaluate the opportunities
available to West Bridge Hotel whether they are good enough to provide the organisation with
competitive edge over the competitors. The use of analysis such as Self Analysis, Analysis of
Financial Components, Market Research, Risk Assessment, Support could be done with the help of
which the evaluation can be done. As such with the help of these analysis, important information
about the market situation and organisation's self situation is known to them. As in order to avail an
opportunity, there are also some important requirements which an organisation needs to consider upon
such as their financial situation, personnel availability, resources and many other things which are
important for an organisation to have in adequate quantity in order to avail an opportunity. In case of
non availability, the management of these resources is also important by evaluating and considering
the different sources of management. Depending upon the sources their sources of acquisition is also
different such as in case of financial resources, they could be acquired from banks, family, friends,
relative and many more.
Information sources and their validity
An organisation may acquire information from different sources such as personal experiences,
books, articles, expert opinions and many more so as to confirm about the viability of their
information and the extent to which the available information is true. Additionally, there will be
changes in the information as well depending upon the type of information needed in an organisation
such as West Bridge Hotel. There are sources such as primary sources, secondary sources, tertiary
sources and many more that helps in the growth and development of an organisation to provide an
organisation with relevant information of their needs to make West Bridge Hotel to have the
opportunities which they have. The relevance of different sources of information depends upon the

information needed. As same type of sources of information could not be applied to every
information. For example, in order to know about market situation, the use of secondary data will not
be relevant. For this, it is important to do primary research such as market analysis that will provide
the company with the real outcome and condition which is actually prevailing in the market.
Strategic analysis
Risk analysis
It refers to the process of identifying and knowing about the potential issues and threats with which
an organisation may come across and could negatively impacts upon the working and processes of an
organisation. For the effective running of the business of West Bridge Hotel, it is important for it to
consider about the risks attached in relation to some specific project that could impact upon the work
performance of an organisation. For example, when an organisation is working on some project or other
work so it becomes important for it to do this analysis so as to know about the possible issues and threats
which are attached with the project (Pérez, and Rodriguez del Bosque,, 2016) . The possible threat will be
know with the help of this analysis and an organisation could make or form suitable strategies in order to
deal and tackle the situation which have been faced by it. Due to this reason, it is important for the
companies to do risk analysis as it helps the organisation to know about the critical issues faced by it and
the ways with the help of which the issues could dealt in a proper way to enhance the working of the
organisation. Taking an example of the IT Risks, as technology changes at a faster rate s there are more
issues related to this segment for an organisation.
Scenario planning
It relates mainly to the assumptions which are being made by the company in order to
complete a task. However, these tasks do not relate to some specific or real incident but the efforts are
made that the scenarios could be made according to the issue which the company is going to address.
The assumptions are made in relation to future such as what the business is going to do in the future
and what are the possible changes that could occur in the organisation as well as in the business
environment over the period of time. So with the help of this tool, an effort is made by the
organisation in order to identify the possible threats and uncertainties to the organisation and the
possible ways with the help of which improvements in the condition could be made. In other words,
work is started on making those strategies that could help in successful accomplishment of the task in
an efficient and effective manner. Preparation is being done keeping in mind the possible changes that
could occur in the near future in the organisation and business environment.

Ethical and corporate social responsibility issues
Ethical issues mainly occurs at workplace where individual faces conflicts due to morale
differences and principles of each other. Some of the core ethical issues identified in the industry
are corruption, fraud, theft, crime etc. that directly places impact over business associations.
Enhancement of number of conflicts at workplace directly increases turnover of employee
turnover of company as they are not able to sustain in this kind of environment. This might occur
due to low educational levels. Apart from this, business association belonging to hospitality
sector also faces issues related to corporate social responsibilities such as wrong disposal of
garbage, quality of services that are delivered to customers, preserving cultural heritage as per
emotions of local people, issues associated with local people of the society.
In context to hospitality sector, it has been analysed that companies belonging to this industry
often faces several types of corporate social responsibility issue and ethical issues while executing
their organisational activities within the industry. It can be said that it is essential for manager of
Westbridge hotel, to go through all organisational situations so that they could develop their
understanding over various concept and issues. This will help them out in enhancing their
sustainability at marketplace (Pizam, A., Shapoval, V. and Ellis, T., 2016). In order to minimise
impact of ethical as well as CSR issues, it is important for managers to adopt certain practices which
will contribute in the development of positive image of the company in effective manner. For
minimising influence of this, business managers are required to conduct some knowledge associated
sessions for staff at workplace. This will improve knowledge of employees in effective manner which
lead to improvement of organisational performance as the employees are now capable of executing
their work in right direction with minimal errors.
Strategies for growth
Every business plans to execute their work in such a manner that lead to business growth in
effective manner. For this growth business managers conducts various analysis and also adopts
several ways that are helpful for them in grabbing business objectives in quicker manner. In
context to Westbridge hotel, its managerial staff have gone through various kind of growth
approaches that are helpful in their business enhancement in adequate manner. This will directly
support company in choosing right approach among all explored approaches that will definitely
allow them in meeting organisational growth in quicker manner. All of these approaches are
explained below in effective manner: