Exploring Food Services Impact on Consumer Choices: Hilton Hotel UK

This research project investigates the impact of food services on consumer choices and service strategies, specifically focusing on the Hilton Hotel UK. The study examines the influence of food quality on customer satisfaction, highlighting its crucial role in building customer loyalty within the hospitality sector. It analyzes how customer opinions and preferences affect strategic planning, emphasizing the need for hotels to adapt to changing trends. The research explores the relationship between food services and consumer choices, and service strategies employed by the Hilton Hotel. The project also provides recommendations for improving consumer relations and maintaining a positive brand image, ultimately emphasizing the importance of high-quality food services in the success of hospitality businesses. The research encompasses an introduction, literature review, methodology, data analysis, critical appraisal, recommendations, and conclusions.

Research Project

TOPIC: “To explore impacts of food services on consumer choices and services strategies- A
case study of Hilton Hotel UK.”
ABSTRACT
In this research, a discussion will take place on the impact of food services on customers
choice and services strategies. Beneath a discussion will take place on the impacts of good
quality food products on customer's satisfaction in organisations of hospitality sector. This
research is based on Hotel Hilton UK, which is one of the leading organisation in hospitality
industry. In the last a discussion will take place on impacts of food services on customers choice
and service strategies used by them.

SUMMARY
By completing this research is become very easy to understand the impacts of food
services on consumer choices and services strategies. It is very important for an organisation of
hospitality sector to make quality food, so that they can increase the customer loyalty. Hence by
this research it is easy for organisation to identify that what change they have to make so that the
food quality get improved. According to this research it is clear that, good quality food plays a
vital role in developing an organisation of hospitality sector. Along with this, it come to know by
this research that how the opinion and preferences affecting organisations in strategic planning.
At last there are some recommendations which helps to get positive impact in maintaining
consumer relations.
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Table of Contents
TOPIC: “To explore impacts of food services on consumer choices and services strategies- A
case study of Hilton Hotel UK.”......................................................................................................1
ABSTRACT.....................................................................................................................................1
SUMMARY.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Aim and objectives...........................................................................................................1
1.3 Rationale of study.............................................................................................................2
1.4 Chapter Preview...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 To determine the impacts of good quality food services on consumer satisfaction.........4
2.2 To analyse the variation in the opinion and preferences affecting Hilton hotel in strategic
planning..................................................................................................................................5
2.3 To ascertain the impacts of food services on consumer choices and services strategies of
Hilton hotel.............................................................................................................................5
2.4 To suggest the effective techniques to develop consumer's satisfactory services............6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
CHAPTER 4: Analysis and Findings..............................................................................................9
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................16
CHAPTER 6: CONCLUSIONS....................................................................................................18
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................3
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CHAPTER 1: INTRODUCTION
1.1 Background
In hospitality industry, choice of customers plays a crucial role in developing strategies in
order to reach to an all new level. Here, it is being found that satisfaction and hygiene are the two
major factors that basically impacts upon consumer choices. It can be said that, people's
perceptions regarding food is getting changed which basically impacts upon their choices and
services strategies which has been made by business organisations like hotels that are doing
business at hospitality industry (Campbell, DiPietro and Remar, 2014). In the same way, Hilton
Hotels has also kept their focus on analysing the needs and choices of consumers and has
moulded their food departments in United Kingdom do be much more stronger and to sustain at
marketplace for a longer period of time.
On the other hand, investigation will also keep its focus on satisfaction that was already
given to consumers considering quality of food services, proper analysis of impact on
organizational culture of Hilton Hotels at United Kingdom. It can also be said that there are a
range of business organisations that basically looks forward to make alterations but due to rapid
changes in trends, needs of clients and because of lack of funds organisation basically might not
become able to adopt every single change. This basically leads hotels to face a range of problems
like.
1.2 Aim and objectives
Aim: “To explore impacts of food services on consumer choices and services strategies-
A case study of Hilton Hotel UK.”.”
Objectives:
 To determine the impacts of good quality food services on consumer satisfaction
 To analyse the variation in the opinion and preferences affecting Hilton hotel in strategic
planning.
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 To ascertain the impacts of food services on consumer choices and services strategies of
Hilton hotel
 To suggest the effective techniques to develop consumer's satisfactory services.
Research questions
 What is the impact of good quality food services on consumer satisfaction?
 What are the opinion and preferences which affect Hilton Hotel in strategic planning?
 What is the impact of food services on consumer choices and services strategies of Hilton
hotel?
 What are the different techniques for to develop consumer satisfactory services?
1.3 Rationale of study
Basic reason behind choosing this topic is that customer choice at marketplace basically
could lead a business organisation to an all new level to reach to an all new level or company
may also find a range of issues as well. This may lead a company to make alterations even when
organisation is not ready for it. Main motive in present time of companies that are performing at
international level is to improve overall performance level at marketplace. This has made them to
improve customer centric strategies in order to sustain at marketplace for a longer period of time.
Many companies has kept their focus on reaching to new heights through offering
customers with high quality products and this could lead them to improve their sustainability
(Charter and Tischner, 2017). Food sector of hotels has been one of a crucial factor which
specifically changes the way of thinking or choices of individuals at workplace. Along with this,
professionals Hilton Hotel for developing strategies and operational framework to make
appropriate increment in quality of services.
1.4 Chapter Preview
Chapter 1: Introduction
In this section, research report will provide in depth information regarding their whole
work including its overview, background, rationale and objectives of research.
Chapter 2: Literature review
In this section, it covers all objectives of this research report which is totally different
from others.
Chapter 3: Research Methodology
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In this section, researcher used many steps and practices for gathering information and
finding best outcomes on their topic. It also helps in making business decision.
Chapter 4: Data Analysis
In this section, this is process of evaluating whole collected data and then analysing them
for finding best solution. It helps to make a right decision .
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
In this section, it helps company to provide recommendations to increase profitability and
brand image. This will also provide suggestions regarding how to conduct better research in
future.
Chapter 6: Conclusion
In this section, it is a last stage of this report, in which conclusions about whole research
work with overall study which is mentioned above. It also helps a company to improve brand
image.
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CHAPTER 2: LITERATURE REVIEW
2.1 To determine the impacts of good quality food services on consumer satisfaction
According to the researcher Dabholkar, (2015)main motive of any hospitality industry is
to serve best quality services to their customers which help the management team of hotel in
retaining their customers for a long period of time. Satisfaction of customers will help the
company in increasing the revenue and brand image among their competitors available at
marketplace. In terms of generating higher revenue than their present competition at market
place, company is unable to provide good quality food to their customers. If the customer is not
satisfied with the taste and quality of material, it will place adverse impact upon customer's
health which reduces the brand image and goodwill of hotel at marketplace (Marinkovic et. al.,
2014). Hotel industry should use best quality products and ingredients in their food which help
the company in providing healthy food services in retaining their customers. Good quality food
services positively impact on the brand image and goodwill of the company. It is impossible to
run a business successfully and effectively without providing their customers quality food
service. Along with this, customers satisfaction can be determined by analysing expectations and
requirements of clients from the hotel. This will help the management team of hotel in
developing their strategies and generating more revenue by satisfying their customers. Quality of
food is the most important factor of overall hotel services, so it is expected to have a positive
impact on customer satisfaction and brand loyalty.
On the basis of perception of Sabir et. al., (2014) it can be said that hotel industry can
increase satisfaction level of customers by providing them high quality of food. According to
mentioned author quality of food is not only related to its but it also includes adequate proportion
of nutrients, maintenance of hygiene, quick service of food etc. It has been analysed that if these
thing are considered by the hotel or restaurant while providing food to customers then it is easier
for them to satisfy customers at highest level. Along with this, it can be said that satisfied
customer will also do mouth publicity of hotel which will definitely influence more number of
customers towards the hotel.
Customer Satisfaction Model
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It is the model which is used to satisfy the needs and requirements of customers. This
model has three stages which are as follows:
Prevent customer complains: under this stage, company need to fulfill the basic and
necessary requirements of their customers. By using this model Hilton hotel can increase their
brand image which as a result can increase their profitability.
Develop customer confidence: in this stage, it is the duty or responsibility of the
company to satisfy customers unstated needs. By adopting this model Hilton hotel can attract
more and more customers which increase their profitability and market share.
Build customer loyalty: under this stage of customer satisfaction, company achieve
customer delight by satisfying their requirements and needs. By adopting it in Hilton hotel
company can retain and attract more and more customers.
2.2 To analyse the variation in the opinion and preferences affecting Hilton hotel in strategic
planning.
According to researcher (Kim, Jang and Adler, 2015) it is analysed that in every service
industry there is variations in the opinion and preferences of customers. These difference will
negatively affects the hotel's strategic planning. Change in social, technical, demographic, legal
and economic factor can affect the preference and opinion of customers. Company should
analyse the current trend and customer taste to maintain the sustainability at market place.
Change in customers expectation can affect the strategic planning in negative manner (Barber
and Deale, 2014). In addition to this, it can be said that preferences of customers are changing
with the changing time as they are seeking for new things at their every single purchase or
consumption of service. This change creates difficulty or tough situation for large hotel like
Hilton to do strategic planning in effective manner. It has been evaluated that this change also
affect Hilton in financial terms too as formulation of strategies also consumes finances and if in
case opinion or demand of customer changes then the management team of the company have to
again formulate new strategy which will consume time and money both (Denning, 2014). Thus,
it reflects that variation in preferences and opinion of customers affects strategic planning of
Hilton.
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2.3 To ascertain the impacts of food services on consumer choices and services strategies of
Hilton hotel
As per view point of Ye, (2014) food services plays an crucial role in hospitality industry
as it can impact upon brand image of hotel in both the positive as well as negative manner. It can
be said that food services or quality of food influences of choices of customers as well as
strategies both. It has been analysed that if the employees or staff of Hilton is offering food
services to customers on the basis of any theme or pattern it will influence interest of customers.
Along with this, it will also impact upon services strategies which are being used the chosen
hotel. It has been further seen that if customers receives a high quality food from hotel then they
prefer to visit that place again and again (Halkier, 2016). On the other hand, if customers are not
getting quality food then they will surely prefer another hotel or restaurant where they can get
good level of food along with the quality. It can be said that food services of Hilton can be
improved by adopting different strategies like conduction of training session, using pest control,
maintaining cleanliness of hotel kitchen, hiring a well expertise chef etc. It can be said that these
strategies will help company in improving their quality of food services which are offered to the
customers who are visiting Hilton. As a result, it will be beneficial for Hilton in enhancing
satisfaction level of customers in effective manner (Lo, Wu and Tsai, 2015). This will ultimately
increase its profitability too.
2.4 To suggest the effective techniques to develop consumer's satisfactory services.
As per the thoughts presented by Hill and Brierley, (2017) it has been analysed that every
organisation belonging to hospitality industry requires to develop strategies and technique in
order to improve those services which are specifically used for raising consumer satisfaction.
With reference to this it can be said that there are numerous of ways which helps and even guide
employees of hotel to increase satisfaction level of customer. On the basis of this there are few
suggestion for hotels belonging to this industry by the customer satisfactory services can be
developed. Some of the main suggestions among them are defined as below:
 At first, it is suggested to the top management team of hotels to conduct some training
sessions for employees by which they can update them self on changing demand of
customers (Xie, Zhang and Zhang, 2014). Along with this, training session will also
aware customer about some basic but influential etiquettes which satisfies employees at
highest level.
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 At next, it is further advised to employees for using soft speaking skills in order to
influence interest of customer towards the hotel. It will also develop positive brand image
of company at market place as customers feels satisfied host hotel or guest treats them
properly.
 Another technique emphasises on identifying strategies of rival companies which is being
used by them and they are also gaining advantage (Hill and Alexander, 2017). This will
allow company in exploring more options through which they can maximise efficiency of
services by which satisfaction level of customers can be raised.
On the basis of above specified suggestions, it can be said that all of them are good and
helpful for the hospitality industry only if they are used in proper manner manner. As a result, by
adopting these techniques company can raise number of satisfied customers as they are getting
much better services.
CHAPTER 3: RESEARCH METHODOLOGY
Research refers to a process which improves or enhances in depth knowledge about any
topic. Research methodology involves various tools and techniques which can be used by
researchers to gain successful outcomes (Das, 2014). There are a number of techniques which
can be considered in conducting research in an ethical and sound manner.
Research Philosophy: Research philosophy is an essential tool which imbibes a number
of factors such as development , source and nature of knowledge as well. Research philosophies
can further be divided into a number of types namely pragmatism, positivism, realism etc.
Selection of research philosophy depends entirely upon the nature of data. This is an essential
process which covers all aspects of a research.
Research Approach: Another important factor in this section is research approach
which focusses on techniques that help in detailed analysis of a subject. There are basically three
major research approaches such as pragmatist, inductive and deductive as well. In the current
report, deductive research approach has been considered.
Research Design: Undertaking a research is an effective and ethical manner is quite
important and lengthy process. Research should be designed in such a way that it is easier for the
reader to understand what has been mentioned or specified in the research. Hence, in this
context it is important that research design is effective and appropriate (Lewis et al, 2017). There
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