This report investigates the factors influencing customer satisfaction within service marketing, using the Shangri-La Hotel as a case study. The study explores the crucial relationship between customer satisfaction and service marketing, emphasizing the importance of delivering services that meet customer expectations. The report delves into the background of the study, rationale, research aims, objectives, and questions, alongside a comprehensive literature review. It outlines the research methodology, including research design, philosophy, approach, and data collection methods. The analysis section interprets the collected data, while the conclusion and recommendations provide insights for enhancing service quality and customer satisfaction. The report also highlights the significance of customer satisfaction for business success, particularly in the competitive hospitality sector, and offers recommendations for improvement, such as focusing on theme-based accommodation and improved customer service skills. The study aims to understand the concept of customer satisfaction, identify influencing factors, evaluate the relationship with service marketing, and recommend ways to improve service quality and customer satisfaction at Shangri-La Hotel.
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