The Savoy Hotel: Customer Taste Factors and Impact on Business

This report investigates the factors influencing customer taste and their impact on hospitality businesses, using The Savoy Hotel as a case study. It explores the concept of customer taste, identifies key factors such as social influence and the hotel environment, and suggests strategies for The Savoy Hotel to overcome negative impacts. These strategies include intelligent customer engagement and data analytics to understand and adapt to evolving customer preferences. The research employs a quantitative approach with primary data collected through questionnaires, utilizing a positivism research philosophy and inductive research approach to ensure reliable and authentic findings, ultimately aiming to enhance the hotel's market position and customer satisfaction. This report is available on Desklib, a platform offering a wide range of study resources including past papers and solved assignments.

Research
Project 9
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Background.............................................................................................................................3
The context.............................................................................................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Research questions.................................................................................................................3
Scope and rationale of research..............................................................................................4
TIME FRAME.................................................................................................................................4
Gantt chart..............................................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY ....................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Background
Customer taste is considered as products or services which consumers buy or select over
the other brand products or services. It is also determined that consumer tastes are very powerful
that it may change how a business conduct its activities for succession of business (Seo and Kim,
2020). For every company it is essential to understand taste of customers and accordingly they
need to develop their products and services because through that they can attract more and more
customers. The organization selected for the respective research is The Savoy hotel which is
introduced in 1889 and it is owned by Kingdom Holding as well as FRHI and Katara. It is
operating in the hospitality industry at the various locations such as United Kingdom, USA and
so on. The aim of conducting this research is to determine factors which impact on the customers
taste and how it affect the hospitality business. For conducting this research, investigator adopt
different methods such as quantitative, primary, development of questionnaire and so on.
The context
The respective report is based on the determining the factors which impact on the
customer's taste as well as it also determine its impact on the hospitality businesses. It is so
because through that researcher able to develop strategies for the business growth.
Research aim
To determine the factors impacting customer's taste and their affect on hospitality
businesses. A study on The Savoy hotel
Research objectives
 To understand the concept of customer taste.
 To determine the factors impacting customer's taste and their affect on business of The
Savoy hotel.
 To identify ways through which The Savoy hotel can overcome impact of customer's
taste on the business operations.
Research questions
 What is the concept of customer taste?
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 What are the factors impacting customer's taste and their affect on business of The Savoy
hotel?
 What are the ways through which The Savoy hotel can overcome impact of customer's
taste on the business operations?
Scope and rationale of research
The scope and rationale of conducting this research is to determine factors which affect
the customer taste and impact of those factors on the hospitality business (Daziano, 2020). By
conducting this research, investigator able to understand concept of customers taste as well as
they also able to understand how factors impacting customer's taste and their affect on business
of The Savoy hotel. Through this they able to develop strategies as well as plans which is
effective for hotel succession. In addition to this, they also able to determined the ways through
which The Savoy hotel can overcome impact of customer's taste on the business operations.
TIME FRAME
Gantt chart
It is consider as technique in which whole project schedule is based on the bar chart
which is can be easily understand by researcher and it team members. It is designed by Henry
Gantt in year around 1910 – 1915 (Su and Xie, 2020). in respect of new Gantt Chart it will also
showcase the dependency relationship between the activities of project as well as present day
status of schedule. By developing respective chart researcher able to ensure that whole project
will be accomplish at proper time.
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LITERATURE REVIEW
 What is the concept of customer taste?
As per the perspective of Yuanxin (2020), customers taste is considered as situation when a
customer select products and services of a specific brand over the another one again and again
such as customer is selecting salad over burger or pizza. It is essential for a company to
continuously evaluate their potential customers taste because through that they can develop
strategies related to development or modifications related to products, services and process (How
Changes in Consumer Tastes Affect Business Activity, 2020). Understanding the customer taste
leads to development of products and services according to them which leads to attracting more
and more customers for enhancing the profitability ratio as well as market shares. There are
several industry in which customers taste change on regular basis such as fashion industry, hotel
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industry, food and beverage and so on. So it is essential for these industry to conduct market
analysis or evaluation regularly as through that they can develop strategies and plans effectively.
 What are the factors impacting customer's taste and their affect on business of The
Savoy hotel?
According to the perspective of article publish on the Essay writer (2020), there are several
factors which impact on the customer taste as well as those factors also directly affect on the
business of a company. Social influencing is the first aspect which affect customer taste as in
hospitality business as when a person go to any hotel and they didn't like their services and
facilities of hotel then they defiantly say others to not visit to that hotel which change the taste of
other and they not prefer that hotel (Discuss the factors which shape consumer taste in leisure
industries using examples from the development of trends in hospitality, 2020). This will impact
a company in negatively as their goodwill, market value, profitability and customers base get
decreased. Another major factor which impact on the taste of customer is restaurant environment
or ambience like when a person visit to restaurant or hotel and she their ambiance is not clean
and messy then their preference get chance and they move to another place. This will affect the
hotel as their customer's base get decreased as well as their market shares and goodwill also get
impacted which leads to fall in sales as well as profit. So it is essential for every companies
operating in hospitality industry to ensure that their services, facilities, ambiance, environment
and other factors like by customers as that will change the customers taste and influence them to
stay their.
 What are the ways through which The Savoy hotel can overcome impact of
customer's taste on the business operations?
As per the view point of Neil Patel (2020), there are several strategies or ways by which The
Savoy Hotel can overcome impact of customer's taste on the business operations and functions
effectively. In this it is essential apply intelligent customer engagement because through that
respective hotel able to understand the current preference or taste of customers according to
which they can mould their services and facilities (5 Techniques to Help You Truly Understand
Your Customers, 2020). In order to overcome impact of customer's taste on the business
operations management of The Savoy hotel need to generate data from the customer analytics as
through that they can determine current taste of the customer according to the situation.
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According to which it is essential for management to develop products as well as services
because that will help in attracting as well as retaining potential customers for long time.
RESEARCH METHODOLOGY
 Research philosophy – This is determined as the method that is based on belied that
related to the type of information or data relay on the phenomenon and it also include
process of collection, utilization and determination of information (Mungi, 2020). There
are two kinds of research philosophies which can be adopted by researcher i.e. positivism
as well as interpretivism. In context of this research, investigator is going to use
positivism philosophy of research as that will help in gathering authenticate information
which is of quantitative in nature.
 Research method – It is determined as method or tool which is implemented by
researcher in order to gather information or data related to topic of research. Their are
main three kinds of methods of research which can be used by researcher such as
quantitative, qualitative and mixed. In respect of respective research, investigator will
implement quantitative research methods as by it they can gather numerical as well as
statistical information which are more accurate and authenticate according to the topic of
research. In context of this they may adopt several different methods such as forced
group, interview, questionnaire, survey and so on.
 Research approach – This is considered as the plan or process that will include phase
related to the broad assumptions for detailed methodologies in order to gather data,
evaluate it as well as at last evaluate it effectively so that researcher will attain
appropriate outcome successfully (Corple and Linabary,2020). There are main two kinds
of research approaches which can be implement by researcher i.e. deductive as well as
inductive. In respect of this research, investigator is adopting inductive research approach
because through that they able to gather authenticate as well as reliable information
successfully.
 Source of data – There are main two sources of data which can be adopted by a company
in order to gather information reliable to research i.e. primary and secondary sources. In
respect of this research project, investigator will implement primary source of data
because through this they can gather authenticate information related to research. It is so
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because it is based on first hand collected information as well as in respect of this
researcher is developing questionnaire.
 Sample – It is considered as technique through which researcher can select most
appropriate audiences for gathering information or data related to research (Hladík,
2020). In respect of respective research researcher is adopting simple random sampling
because through that they provide equal opportunity to all audiences. Sample size
selected for this research is 40 audiences.
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REFERENCES
Books and Journals
Seo, S. and Kim, K., 2020. Mimicking menu choices: Menu choice failure and blame attribution
of Korean customer. International Journal of Hospitality Management. 86. p.102456.
Daziano, R. A., 2020. Flexible customer willingness to pay for bundled smart home energy
products and services. Resource and Energy Economics, p.101175.
Su, B. and Xie, N., 2020. Single workgroup scheduling problem with variable processing
personnel. Central European Journal of Operations Research. 28(2). pp.671-684.
Mungi, A., 2020. Question Bank Research Methodology for Business.
Corple, D. J. and Linabary, J. R., 2020. From data points to people: Feminist situated ethics in
online big data research. International Journal of Social Research Methodology. 23(2).
pp.155-168.
Hladík, M., 2020. Structure of Work and Research Methodology. In Mikulčice and Its
Hinterland (pp. 18-23). Brill.
Online
5 Techniques to Help You Truly Understand Your Customers. 2020. [Online]. Available
through:<https://neilpatel.com/blog/understand-your-customers/>.
Discuss the factors which shape consumer taste in leisure industries using examples from the
development of trends in hospitality. 2020. [Online]. Available
through:<https://www.essaywriter.co.uk/sample-essays/leisure-management/discuss-
the-factors-which-shape-consumer-taste-in-leisure-industries-using-examples-from-the-
development-trends-in-hospitality/?id=W3gvULHYnw4wQ>.
How Changes in Consumer Tastes Affect Business Activity. 2020. [Online]. Available
through:<https://study.com/academy/lesson/how-changes-in-consumer-tastes-affect-
business-activity.html>.
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