Examining Customer Service and Satisfaction: Holiday Inn Report

This report provides a comprehensive analysis of the relationship between customer service and customer satisfaction within the context of Holiday Inn. The study begins with an executive summary that highlights the growing importance of globalization and the hospitality industry, particularly the hotel sector in the UK. The report then delves into the significance of customer service, the role of employees in delivering quality service, and the impact of these factors on customer satisfaction. A detailed literature review explores relevant concepts, including customer service approaches and the operational strategies of Holiday Inn. The research methodology section outlines the research philosophy, approach, design, data collection methods, and ethical considerations. The data analysis chapter presents findings from both primary and secondary research, while the conclusion and recommendations chapter summarizes the key insights and suggests areas for improvement. The report emphasizes the critical role of customer service in achieving business growth and maintaining a competitive edge in the hospitality industry, using Holiday Inn as a case study to illustrate practical applications and strategies.

INDEPENDENT
STUDY
To examine the relationship
between customer service and
customer satisfaction in
Holiday Inn Express

EXECUTIVE SUMMARY
The business units are continuously developing and enhancing its reach in the global
market. Concept of globalisation has helped in making the world as one big market which helps
business units in developing their operation in order to gain a competitive edge within the
market. Hotel segment is one of the prominent and most crucial part of hospitality. Hotels are
called "home away from home" because it is the only place which provides a wide rage of
services including food & accommodation, luxuries and comfort. UK hotel sector has grown and
developed highly with time. Subsiding impact of economic slow down and inflation has boosted
up tourism which has developed wide prospects for growth of the industry. Present report has
focused on analysing the role of staff in attaining consumer development measures. The
evaluation has sought the role of employees of Holiday inn in providing services range to gain
effective consumer satisfaction. The study evaluated various services which are adopted by the
business in order to develop an edge within the market. It has used wide range of data and
information to determine the same.
Literature review has been developed to create a detailed analysis of the research topic
and understanding as well. This section focuses on analysing every aspects of the research in
order to analyse all related information regarding customer services and consumer satisfaction
prospects. Present study has focused on understanding and evaluating the impact of consumer
services on customer satisfaction in Holiday Inn. In order to develop an in-depth analysis of the
same extensive secondary research has been carried out in this section of study. Moreover,
methodology acts as a path through which researcher can able to progress with the study in
appropriate manner. Present study has been developed by adopting effective and proper
methodology.
The research has been conducted in order to analyse the relationship between customer
satisfaction and customer services offered by the hotel segment. In order to attain research
objectives, researcher developed both secondary and primary research which helped in availing
authentic and reliable data for the company. On the basis of the overall research it can be
concluded that the company has been operating efficiently and has high scope for growth and
development on future as well.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study.............................................................................................................1
Research rationale.......................................................................................................................3
Research aims and objectives......................................................................................................4
Research questions .....................................................................................................................4
Significance of the study.............................................................................................................5
Research structure.......................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction...........................................................................................................................7
2.2 Consumer services................................................................................................................7
2.3 Costumer satisfaction............................................................................................................8
2.4 Impact of consumer service on consumer satisfaction.........................................................9
2.5 Role of employee in facilitating consumer service ............................................................10
2.6 Customer services approaches............................................................................................12
2.7 Holiday Inn Express ...........................................................................................................13
2.8 Conclusion ..........................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
3.1 Introduction.........................................................................................................................15
3.2 Research Philosophy...........................................................................................................15
3.3 Research Approach.............................................................................................................16
3.4 Research Design..................................................................................................................17
3.5 Data Collection....................................................................................................................17
3.6 Sampling.............................................................................................................................18
3.7 Data Analysis......................................................................................................................19
3.8 Reliability and Validity ......................................................................................................19
3.9 Ethical Consideration .........................................................................................................20
3.10 Limitations........................................................................................................................20
CHAPTER 4: DATA ANALYSIS................................................................................................21
Introduction...............................................................................................................................21

Data analysis and findings........................................................................................................21
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................29
Introduction...............................................................................................................................29
Conclusion.................................................................................................................................29
Recommendation.......................................................................................................................31
REFERENCES..............................................................................................................................33

CHAPTER 1: INTRODUCTION
Background of the study
The business units are continuously developing and enhancing its reach in the global
market. Concept of globalisation has helped in making the world as one big market which helps
business units in developing their operation in order to gain a competitive edge within the market
(Wu and Liang, 2009). Hospitality industry is one of the fastest growing sector within economy.
It widely supports the economic growth and development of the counties. Hospitality industry of
UK is considerably strong and has developed a competitive edge within the market. Policies and
relations of the government has helped in shaping growth spectrum for entities in the country
(Carraher and Parnell, 2008).
Hotel segment is one of the prominent and most crucial part of hospitality. Hotels are
called "home away from home" because it is the only place which provides a wide rage of
services including food & accommodation, luxuries and comfort. UK hotel sector has grown and
developed highly with time. Subsiding impact of economic slow down and inflation has boosted
up tourism which has developed wide prospects for growth of the industry (Nasution and
Mavondo, 2008). High growth rate has developed the segment in highly competitive. Industry
demands regular development and improvement in order to gain wide success within the market.
Industry has an effective impact on the development prospects of the country as well.
Trend of business and cultural tourism has developed within the economy. This has
developed an effective impact on hotels and lodgings. Entities in the present era are focusing on
developing global brand image by enhancing effective services within the market (Tajeddini,
2010). Global business development has helped business units in designing strategies and
policies which helps in creating favourable impact on consumer needs and preferences. Well
established business groups are currently focusing on developing unique and favourable
measures to provide quality services within the market. Customer service is the backbone of
hospitality industry (Ladhari, 2009). Organizations have developed the spectrum of hospitality to
acquire high level of consumers satisfaction.
Customer service is a very crucial and significant concept for business growth and
development. Every business unit irrespective of its industry focuses on developing high sales
and loyalty within the market in order to attain repetitive sales (Dominici and Guzzo, 2010).
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Unique and modern strategies are adopted by the business firms to enhance market
competitiveness and sustainability of the growth. Services offered to buyers create a wide impact
on the brand image and demand for the product or service within the market. Various business
units develop different forms of services in order to provide influential impact on the business
development and growth (Han, Kim and Hyun, 2011). These measures are accustomed by the
business units in order to create a wide and effective impact on the overall business development.
Concept of consumers services and development varies from company to company. Increasing
competition within the market helps in determining customer services range within the market
which helps business units in enhancing its competitiveness.
In hospitality industry consumers are the core focus of business. Hotels operate within the
market in order to analyse the needs and requirement of its guests and provide high quality
services to them. Changing consumers needs and developing market has forces the business units
in frequently understanding changing environment and adopting the same to enhance consumer
satisfaction. Employees of hotels are significant and most important resources for the company
as it helps business in enhancing the growth and development within the market. Moreover,
According to Hu, Kandampully and Juwaheer, (2009) Employees are the medium through which
a service industry is able to understand and analyse consumer needs and requirements. Present
study focuses on developing a detailed analysis about services offered by the hotels to its
consumers and its impact on the growth and development of business as well. To carry out
present analysis methods and practices adopted by holiday Inn will be analysed and evaluated.
Holiday Inn is the range of upscale chain of hotels operating efficiently in more that 70
countries around the world. Organization was established in the year 1952 with the vision of
providing fast and cost effective services to travellers and tourists (Chand, 2010). Development
of the hotel helps in developing a revolutionary change in UK hospitality industry as these cost
effective services and quality accommodation measures helped in attracting large amount of
consumers towards the hotel. In not more that 60 years the company has developed an effective
brand image and demand within the market. Holiday Inn has established more that 12000 hotels
in the world market is efficiently operating globally (Tseng, 2009). As per the surveys Holiday
Inn is one of the most renounced and recognised hotel around the world. Holiday Inn brand
includes Holiday Inn, Holiday Inn Club Vacations, Holiday Inn Express and Holiday Inn Resort,
and it is the biggest hotel brand in Inter Continental Hotels Group family.
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Present study will focus on analysing various range of consumer services offered by the
company in order to attain effective brand image within the market. In-depth analysis of the
report helps in seeking the strategies adopted by the company in order to attain high and effective
growth measures within the market. Present report will focus on analysing the role of staff in
attaining consumer development measures. According to Sparks and Browning, 2011 hotel staff
is a big asset for the organization as they help in understand social and emotional needs of the
employees and provide effective measures to attain the same. Thus, the evaluation will seek the
role of employees of Holiday inn in providing services range to gain effective consumer
satisfaction. The study will evaluate services which are adopted by the business in order to
develop an edge within the market. It will use wide range of data and information to determine
the same. The report will also focus on understanding the role of organizational workforce in
providing consumer services (Kuo, Wu and Deng, 2009). The stared measures will help the
researcher in developing an effective understanding about the working measures of the hotel
industry. Moreover, this will help in analysing the impact of service quality and range on
consumer perception and demand. The purpose of undertaking the present study is to investigate
the impact on customer services on consumer satisfaction in Holiday inn. Also, it assists in
developing sound strategy with respect to customer service range for the selected sector.
Research rationale
Increasing market competition has developed a genuine concern within the hospitality
industry regarding the strategies and services which helps the company in creating an effective
impact on the growth. Consumers are the key focus of every business firm. Every company
developed and designs effective measures to attract and retain high range of consumers however
only few are able to attain the set objective for the same. Present study thus will focus on
analysing the impact of customer services on consumer satisfaction in the hospitality industry.
This will helps in reflecting a valid and effective picture of the industry to researcher and readers
as well.
Numerous researchers and studies has been developed on the stated topic. Success and
development of the business demands in-depth knowledge about the strategies and measures
adopted by business units in order to attain high growth and success. The current topic is
significant in this fiercely competitive industry. New organizations are entering within the
market with new and innovative services to offer. However, the established brands are still able
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to manage their business and profitability. The present study will thus analyse the factors which
helps company in attaining consumers satisfaction within the market.
In the hotel industry, customer plays an essential role in the success of the business. They
act as the backbone for all the things. The hotels are required to adopt all possible business
approaches in order to satisfy their customers. Hence, this study explains the relationship
between services and satisfaction. It explains how the satisfaction is dependent on the services.
Further it also outlines the role of human workforce in the business operations. The case analysis
of Holiday Inn will help in understanding the practices that the company adopts in order to gain
high success measures globally. The cited company will develop an effective understanding
about the issues the company face and strategies which helps in developing high success impact.
The present study will focus on analysing the various approaches adopted by Holiday Inn
to develop consumer services within the market. The study will adopt various tools and measures
in order to understand the role of consumer services within the cited company. This will helps
the researcher in evaluating positive and negative impact on the employees of the company.
Moreover, Current topic will also develop an in-depth understanding about the contribution of
employees of the company in enhancing consumer satisfaction and brand loyalty as well.
Research aims and objectives
The aim of the research is to examine the relationship between customer service and customer
satisfaction in Holiday Inn Express. The objectives which will help in attaining the stated
objectives are:
 To assess the importance of customer service and customer satisfaction in Hotel industry
 To examine the role of human workforce in effective customer service
 To identify the approaches through which customer can be made satisfied from the
services
Research questions
Research questions will help in attaining the research aims and objectives effectively.
Various research questions which will help in attaining the research aim for the present study
are:
1. What is the importance of customer service and customer satisfaction in Hotel industry?
2. What is the role of human workforce in effective customer service?
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3. What are the approaches adopted by Holiday inn through which customer can be made
satisfied from the services?
Significance of the study
The present study is effective for analysing and understanding the impact of consumer
services in the growth and development of the company. Consumer needs and perception
depends on the individual thinking and choices. Hotels are developing widely within the market
in order to provide effective services to its guests. The study develops an in-depth study about
consumer needs and choices within the market. The current topic cover a broad and crucial
concept of business growth and development within the market. It will help the company and
research scholars in examining the crucial and significant factor which helps an organization in
developing high success factors. Moreover, the research will support in academic scholars in
developing an effective understanding about the proposed topic.
The study carries out extensive research about various factors that helps the company in
establishing an effective brand image in the competitive market. It will help in supporting the
theoretical and practical knowledge on the proposed research problem. Present study will help in
developing application of theoretical knowledge and analysis.
Research structure
A research study is developed in a definite structure in order to develop an effective
proper format for the study. Present study aims at analysing the impact of costumer services on
consumer satisfaction in hospitality segment. Structure of the present has been discussed
henceforth.
Chapter 1: Introduction- This section creates an effective and clear understanding about the
research topic and research strategies that will be applied in the study to attain the set objectives.
Current study has focused on analysing Aims and Objectives in this chapter. Moreover, it also
focuses on providing an in-depth analysis of the background of the study and its significance in
order to attain business objectives effectively.
Chapter 2: Literature review- This section of the report helps in developing extensive secondary
research in order to analyse the past studies and researches for the given topic. This creates a
detailed analysis of the research topic and understanding as well. This section focuses on
analysing every aspects of the research in order to analyse all related information regarding
customer services and consumer satisfaction prospects.
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Chapter 3: Research methodology- This is a crucial and significant part of the research study. It
focuses on application of research tools and techniques to attain research aims and objectives.
This helps in structuring the research study and attaining favourable results for the same. Present
study has adopted a well defined means of research methodology. This has developed effective
structure for the report by applying appropriate scientific methods for the same.
Chapter 4: Data analysis - This chapter focuses on developing research findings results for all
the related research question. Present study focuses on analysing the impact of relationship
between consumer services and customer satisfaction. This section will develop a detailed study
and use various quantitative and qualitative tools in order to develop effective and favourable
research findings.
Chapter 5: Conclusion and Recommendation- This is the most crucial and significant part of
the research study. This helps in developing overall zest of the research topic and findings as
well. This section of research in developed in order to conclude the overall study for the topic. It
also helps researcher in developing an in-depth analysis of the topic and provide effective
recommendations for the same. This section includes a detailed discussion about how the cited
firm is performing within competitive environment and possibles measures it may adapt to
develop its current working prospects. This part also analyses that all its objectives are achieved
or not.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This section of study develops a detailed and in-depth analysis of the proposed topic to
attain research aims and objective. Present study focuses on understanding and evaluating the
impact of consumer services on customer satisfaction in Holiday Inn. In order to develop an in-
depth analysis of the same an extensive secondary research will be carried out in this section of
study. It will focus on understating the motive of subject and all associated concepts and
subjective study as well. Current research subject depends on subjective study and analysis.
Thus, researchers focuses on effectively understanding the terminologies and concepts associated
with the study. In this context, books, journals and online content have been used to collect
necessary secondary information.
2.2 Consumer services
Customers services are the concepts whereby companies develop unique and effective
measures to analyse consumer needs and provide them valuable services in order to gain high
level of trust and loyalty within market. According to Chand, (2010) concept of services has
outspread in the market. Buyers demand products and services which are capable of providing
high value for services. Core product is the minimum requirements of buyers in this modern era
(Kimpakorn and Tocquer, 2009). Trend to expect something extra or valuable services has
moulded consumer preferences for choosing companies from which they would buy products or
service.
Every business unit is presently focusing on seeking the effective and creative measures
to attract buyers to attain sales maximization. This development has benefited buyers widely.
According to Kimpakorn, and Tocquer, (2009) world economy is truly said to be buyer's world.
Consumer is hence treated as King/Queen in the market. For example well established brand
image such as Apple is providing highly technical and competitive smart phone within the
market. Buyers however prefer products because the company is able to provide additional and
valuable services along with the core products. Product quality, brand value and quick consumer
services has helped in developing a global brand image within the market (Tajeddini, 2011).
Various researches and studies has been developed and applies in the stated topic in order
to analyse the needs and preferences of the companies and employees as well. Hotel chain
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focuses on meeting organizational needs and requirements along with developing a well
developed service standards. Consumer services seek effective and influential measures to
develop the operational measures for the business (Kandampully, Juwaheer, and Hu 2011). The
concept of consumer services focuses on developing measures which helps the guests in
developing a memorable experience in the market. The companies are focusing on developing
the same to attain an effective competitive edge within the market by providing creative and
innovative services to the buyers.
The recent trends that has developed the hospitality industry widely and attracted high
consumers for the same. It includes technology enhancements, budgeted hotels, capsule hotels,
EBS, Wi-Fi services etc (Wu, 2013). The service range varies from basic to luxury services.
These helps the guest in creating an effective and valuable change within the market. The
services are the backbone of the industry and helps the guests in creating and a value for the
same. The services are intangible benefits which the guests enjoy as per their own needs and
preferences. According to Robertson and et.al., (2016) the ability of an organization to provide
high services in limited budget is a rising challenge rather that developing a leisure experience
for them.
Raithel and et.al., (2012) states that a concept of consumer service in the hospitality
industry is different and more crucial for the business. Consumers approach hotels, restaurants,
food chains etc. with the expectation of gaining valuable services apart from the basic. They are
less interested in services they buy or pay for, rather their keen interest is in services which they
attain personally and additionally. Hence, Zhang, Zeng and He, (2012) stated in various
researches that a good customer service is the one which effectively satisfies a consumers and
develops loyalty for the firm.
2.3 Costumer satisfaction
Consumer loyalty is a significant need for attaining effective and valuable brand image
within the market. Fierce market competition and increasing changing consumer preferences has
revolutionised business practices and activities. According to Malik, (2012) well established
chain of hotels operates to meet consumers demands regarding accommodation, comfort and
leisure. Consumer perception for these factors varies on the basis of various factors and
attributes. These pose significant challenge for the growth of brand image and growth of
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