Hilton Hotel & Resorts: Quality Service and Brand Loyalty Research

This research project examines the impact of delivering quality services on brand loyalty, using Hilton Hotel as a case study. The study investigates the importance of service quality in the hospitality industry, exploring various methods for delivering excellent customer experiences and their effects on brand loyalty. The report includes an overview of the study's aim, objectives, research questions, and the significance of the research. A literature review explores service quality, the concept of delivering quality services, and customer perceptions within the hospitality sector. The methodology section outlines the research approach, philosophy, design, data collection methods, sampling techniques, and data analysis processes. The findings, based on questionnaire responses from managers, are discussed, leading to conclusions, recommendations, and suggestions for future research. The report highlights the importance of customer satisfaction, brand image, and the strategies hotels can employ to enhance service quality and maintain customer loyalty, considering cultural differences and customer expectations.

RESEARCH PROJECT

SUMMARY
The present report is based on the case study of Hilton hotel which is an international
chain of full service hotels and resorts. They are providing both business travel and leisure
travel with major locations as well as major city centres.
Hilton branded hotels across the world in 78 countries across six major continents.
They are providing luxury leisure services to their customers and attract them by delivering
quality services. Further, this study clearly presents the impact of delivering quality services
on the brand loyalty of company.
It has been concluded that hospitality industry is one of the fastest growing industry
and they are try to adopting several strategies through which they can provide high quality
services to their customers. Due to these factors, most of the hospitality firms are taking
several measures such as consistent as well as reliable services and responsiveness towards
the customer’s expectations. These are the major factors which must be taken into
consideration and helps in attracting huge base of customers.

TABLE OF CONTENTS
INTRODUCTION.................................................................................................................................1
OVERVIEW OF THE STUDY.............................................................................................................1
IMPORTANCE OF THE STUDY........................................................................................................2
LITERATURE REVIEW......................................................................................................................2
RESEARCH METHODOLOGY..........................................................................................................6
Introduction.......................................................................................................................................6
Research Approach............................................................................................................................7
Research Philosophy..........................................................................................................................7
Research Design................................................................................................................................7
Data Collection..................................................................................................................................8
Sampling............................................................................................................................................9
Data Analysis....................................................................................................................................9
TIME PLAN........................................................................................................................................10
Questionnaire...................................................................................................................................13
QUESTIONNAIRE.............................................................................................................................13
PRELIMINARY RESULTS FOR INTERPRETATION.....................................................................14
DISCUSSIONS AND FINDINGS......................................................................................................16
Responses of managers....................................................................................................................17
CONCLUSION...................................................................................................................................18
RECOMMENDATION.......................................................................................................................18
AREAS FOR FUTURE RESEARCH.................................................................................................18
REFERENCES....................................................................................................................................19

INTRODUCTION
According to Davidson (2003) one of the most important parts of any organization are
their consumers. They are the key player of any company through which firms can expand
their market share and easily enhance their profit margin. One of the most crucial tasks for
any firm is to provide high quality services to their customers. It helps them in gaining
customer loyalty and making them repeat purchasers of their firm.
Hernon and Whitman (2001) stated that hospitality industries are the fastest growing
industry where needs and demands of customers are increasing day by day. People are highly
inclined towards the leisure services in which they can spend their holidays as well as
business trips with full and advanced quality services. According to () a strong customer
service is a valuable asset in today’s high tech oriented as well as increasingly impersonal
business world.
According to Angoujard (2005) good customer service is the lifeblood of hospitality
firms and they can easily attract huge base of customers on the basis of delivering quality
services. Further, the present report is based on the case study of Hilton hotel which is an
international chain of full service hotels and resorts.
They are providing both business travel and leisure travel with major locations as well
as major city centres. Hilton branded hotels across the world in 78 countries across six major
continents. They are providing luxury leisure services to their customers and attract them by
delivering quality services. Further, this study clearly presents the impact of delivering
quality services on the brand loyalty of company (Noone, Namasivayam and Tomlinson,
2010). Organizations can easily enhance their target market and maintain their positive brand
image in the mind-set of customers by providing them appropriate and high quality services.
OVERVIEW OF THE STUDY
Aim
To evaluate the importance of delivering quality services to customers and its
impact on brand loyalty: A case study on Hilton Hotel & Resorts: UK
Research Objectives
1. To evaluate the importance of delivery quality services to customers within the
hospitality industry.
2. To find out the various methods through which quality services can be delivered to
customers appropriately.
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3. To determine effects of delivering quality services on enhancing the brand loyalty of
Hilton group.
4. To recommend various ways through which Hilton Hotel & Resorts can enhance the
their service quality
Research Question
1. How brand image of Hilton hotel and resorts effected due to the quality of service
delivery?
2. What is the role of quality delivery services and measures that can be taken into
consideration to maintain the standard of quality?
IMPORTANCE OF THE STUDY
The present study is important from the perspective of current issues affecting the
customer perception towards the hospitality firm. It is the vast area of research and major
issue faced by hospitality firms nowadays. The current research holds both practical and
academic significance. It is also important for me personally as it provides me vast area of
knowledge in the field of quality services as well as brand loyalty of organization. Here, this
study is important for my academic qualification as well as personal experience and
knowledge as well. It is essential to carry out research across different branches of Hilton to
compare and contrast the outcomes. It is the most effective way through which their
knowledge base is created especially when a fairly new concept of delivering quality services
is concerned. Secondly, this topic has been studied from both practical and theoretical
standpoints.
All those companies who are aware with the common mistakes which might appear
and avoid them, they are able to strengthen their position within this competitive
environment. Today’s customers are seeking and expecting value for money from the
organization.
Further, it is quite important for organizations to take several quality measures in
order to maintain their brand loyalty and attract more number of customers. with the help of
this, they can easily enhance their profit margin as well as their market share.
LITERATURE REVIEW
This is the most important sections of any research in which researcher can carry out
different viewpoints of several authors about the given subject matter. There are several past
studies on the basis of which different information can be gathered. Further, this section helps
in fulfilling the prevailing gaps of the past studies.
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Service quality
According to Farner, Luthans and Sommer (2001) a service is an economic activity of
any organization by which they can provide benefits and create value for their customers at a
specific period of time. It is the most crucial factors of any firm by which organizations are
ready to provide desired services to their customers. However, being able to satisfy the needs
and desired that reflects the value of the product as well as services to the customers highly
includes the economic value, safety as well as reliability.
Due to this, it can be determine that the bottom line of the business success can be
highly affected by the customer evaluation of service quality and the resulting level of
satisfaction (Babin et. al, 2005). Moreover, it is being stated that customers will judge the
quality as “low” if performance does not meet their expectations and quality as “high” when
performance exceeds expectations.
Mok, Sparks and Kadampully (2013) stated that there are various ways through which
companies can measure their service quality. These factors are assurance, reliability,
tangibility, empathy and responsiveness. Further, it can be determine that service quality
perceives several factors which must be followed by company. It is the most effective and
attractive way by which company
Concept and significance of delivery quality services within the hospitality industry
According to Zeithaml (2010) no enterprise succeeds without attracting, building and
keeping their loyal customers with them. It is the major concept due to which organizations
need to retain and attract more number of customers. Nowadays it is becoming most
important concern for organization to deliver quality services to their customers. However, no
organization can make a good living without meeting the customer needs and demands
(Berezina and et.al., 2012). They need to keep their customers satisfied so that they can come
up for the repeat purchasing as well.
Williams and Buswell (2003) stated that customer service is an organization’s ability
to supply their customer’s wants and needs as well as excellent customer services within an
organization. Moreover, it can be define that there is a huge importance of maintaining
service quality within an organization. Further, it is being identified that companies are able
to enhance their profit margin as well as maintaining their market share by the way of
delivering high quality services.
According to Räisänen (2003) services are different in terms of how they are
produced, consumed and evaluated. It is essential to measure and monitor the perceived
service quality based on the consumer expectations as well. However, service quality totally
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depends on the consumer perception about the outcome of services. They must feel satisfied
with the services of company as well as products.
Giritlioglu, Jones and Avcikurt (2014) in his article stated that it is subjective field
and depends on the own evaluation as well through which an individual can monitor the total
quality of service. Within the area of hospitality most of the people attend several
conferences and seminars and take the accommodation services of different hotels. They are
the one who can develop their mind set as per the services of company and go through the
service quality evaluations as well (Swan, Bowers and Grover, 2002). It clearly defines that
service should be approached from the customer point of view and gives rating to
organizations. It is the best way through which they try to maintain their performance by
taking several quality measures.
Maxwell, McDougall and Blair (2000) in his article determine that service quality
perception results from a comparison of what was expected to what was received. However,
most of the time consumers suffered from high disappointment as their expectations was
quite high. Further, it can be define that companies should try to adopt various strategies by
which they can win the satisfaction level of customers. Presbury, Fitzgerald and Chapman
(2005) defines that it’s actually the performance that what customers buy and something that
what they expected.
Within this are of field, it can be define that cultural differences play a most important
role by which various hospitality industries can easily understand the differences in the
preferences between travellers.
According to Räisänen (2003) there is a difference between Asian as well as Western
traveller such as: Asian travellers are not like to spend so much leisure activities whether
Western travellers would like to spend on such activities. Western consumers likes to spend
more of their budget on accommodation whether Asian traveller are defines as a short haul
customers and spend more on their budget on shopping rather than accommodation. At the
time of considering quality factors western travellers is most likely to spend on the room
quality as they consider it as a most influential factor Noone, Namasivayam and Tomlinson,
2010). It is the only way which determines the overall satisfaction level of customers.
Different hotel and resorts are trying to maintain their accommodation services of top
quality. Therefore, Hilton group is considering all those factors through which they are able
to maintain and improve the quality of hotel rooms as well (Giritlioglu, Jones and Avcikurt,
2014). It includes all the resources such as room set-up, cleanliness, quietness, and room
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temperature control etc. However, companies are going through this cultural change and
mentality of customers and try to provide them services as per their requirements.
According to Kandampully and Suhartanto (2000) by analysing the various perception
of different service quality it can be determine all those strategies which hoteliers need to
develop in order to meet the needs of each specific segment more effectively. Any of the best
hotel managers are more likely to respond towards the demand of customers once they
understood the desires of their consumers (Maxwell, McDougall and Blair, 2000). They can
go through the better strategies through which they can target both Asian and Western
traveller.
By taking several measures hotelier are able to provide quality services to their guests
as per their requirements. Milakovich (2005) defines that there are some of the most common
variable which includes staff reliability, competence, credibility, courtesy and responsiveness
to customers. By going through all these measures service staff of hospitality industry is able
to present quality services to their customers. It helps them in maintaining brand loyalty
among customers and motivates them to come up for the repeat purchase. According to
Davidson (2003) brand loyalty is a major concern which can be determine as a most effective
factor that must be maintained by various firms (Nadiri and Hussain, 2005). By achieving
brand loyalty companies can enhance their profit margin and increase their customer base as
well.
Somewhere, hospitality and service staff reliability relates to the consistency in the
performance of tasks. Further, it can be define as a most important measure by which hotels
can maintain accuracy in billing and also in record keeping (Williams and Buswell, 2003).
This is the most advanced feature which attracts number of customers towards the hospitality
services of company.
One of the best ways to enhance the brand loyalty is to go with the politeness and
respect. It is essential to give proper respect to all the guests and resolve all their queries in an
effective way. It gives a positive impression to the customers. This whole discussion clearly
represents the importance of service quality within the hospitality industry as well.
Service quality measures within the hospitality firms
In order to attain substantial growth in hospitality industry, firms are required to
provide qualitative services to their customers. In accordance with the view point of
Zeithaml, (2010) quality of service in hospitality industry is vital factor for the success. By
considering current trend to hospitality industry in UK, it can be noticed that qualitative
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services provides competitive advantage to the organization. In this aspect, Räisänen (2003)
had stated that service quality is indispensable if organization aims to understand the genesis
of service quality and potential gaps in quality.
According to the study of Noone, Namasivayam and Tomlinson (2010) hospitality
firms are required to take feedback from their customers on their services in regular time
interval. In this manner they will be able to make modification in their services in accordance
with the needs and desires of the customers. This aspect will also assist them in enhancement
of level of customer satisfaction. As per the view point of Mok, Sparks and Kadampully
(2013) responsiveness of organization is vital factor for the service quality. For this aspect,
staff members of hospitality firm should be attentive and reliable. Employees should be
willful to help customers.
Hernon and Whitman (2001) had stated that competence is another crucial factor for
the service quality. It is because; competence is directly linked to the possession of skills and
knowledge for the performance. Management team of hospitality firm will have competitive
advantage if they will have competent employees. In this aspect, Milakovich (2005) had
stated that recruited individuals should be groomed up so they can perform in accordance
with the standard of the company. Further, employed staff should be credible so organization
can rely on them for qualitative services.
Courtesy in hospitality industry can be referred to the skills of friendliness of
individual and owners. These skills assist in resolving query of the customers. According to
the study of Nadiri and Hussain (2005) services of hospitality organization is considered to be
effective if staff strives to solve the core issue in workplace instead of finding excuses
avoiding troubles. By taking these measures' hotelier are able to provide quality services to
their guests in accordance with their needs and expectations.
RESEARCH METHODOLOGY
Introduction
This section is developed for gaining insight about the research methods so that study
can be conducted in desired manner. It certainly helps the researcher in doing the research
without getting deviate from the ultimate objectives. Also, it supports in setting path from
which corrective measures can be taken if problem persists (Gratton and Jones, 2010). Areas
covered in this section are research approach, philosophy, design, data collection, sampling
and data analysis.
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Research Approach
Approach refers to the mode through which research can be conducted. In this regard,
researcher can either apply inductive or deductive approach for conducting the study.
Inductive research initiates with data collection and ends with development of theory that can
be applied in any context. On the other hand, theory is reviewed once and then hypothesis is
developed to check whether reviewed theory applies or not in particular context (Saunders
and et.al., 2011). Considering this as key difference, inductive approach is applied in present
research so that specific data can be collected from the managers and customers of Hilton.
This is so applied because this approach helps in gaining insight about the service
delivery, based on which impact on brand loyalty can be assessed. Here, data is collected and
then interpreted to develop theory whether service delivery make is associated with service
delivery or not (Bowling, 2014). However, deductive approach is not applied because it
certainly confines the research to one specific theory from which key findings is not attained.
Research Philosophy
Philosophy refers to the viewpoint of researcher towards the study with respect to its
acceptability and applicability. In other words, research philosophy denotes the mind set of
researcher that whether the study conduct by him/her is applicable in general context or not.
In this regard, interpretivism and positivism are two research philosophies that can be taken
into account. Interpretivism involves interpreting the responses of research participant
whereas positivism reflects applying quantitative measures in order to display fact as it exist.
In present research, interpretivism philosophy is applied in which data collected from
customers and managers of cited company is interpret and evaluated based on literature
(LoBiondo-Wood and Haber, 2014). This is so applied because with the help of it, actual
impact of service delivery on brad loyalty can be assessed. Another rationale behind applying
this philosophy is that brand loyalty cannot be measured in quantifiable term and therefore
interpretivism philosophy is applied. Through this, actual impact is able to assess that helped
in addressing each of the research questions. Also, it supported in evaluating past and
collected data based on which appropriate conclusion is developed (Fowler, 2013).
Research Design
Design refers to blueprint of the research study in which decision regarding each and
every research tools is made prior initiating the study. In this regard, exploratory, descriptive,
causal, case study and experiment are some of the design that can be applied to conduct the
study. Since, present research focuses on analysing the impact of service delivery on brand
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loyalty, therefore descriptive design is incorporated. With this, investigator is able to describe
the impact in detail by reviewing responses of different sample (Bryman and Bell, 2015).
Based on it, in-depth knowledge will be attained in which actual factors will also be assessed
that helps in boosting the brand loyalty. Through this, researcher can develop theory out of
this research that can be applied in other context as well. Further, other designs are not
applied because exploratory study stick to one aspect only and case study confines the
research. Also, deductive aids in gaining detailed information which is been required to attain
the objectives (Given, 2008). Additionally, it supports in gaining information about the
factors that are not affecting brand loyalty through which company can develop sound
strategy.
Data Collection
For any research, it is required to collect the data so that same can be analysed and
evaluated for attaining results out of it. In this context, data can be collected from primary
and secondary sources which certainly aids in achieving the research objectives. In present
study, data has been collected from both the sources so that required set of information can be
attained through it. In this regard, primary data has been collected from top managers and
customers of the Hilton hotel. Here, managers have been interviewed on semi structured
questions that helps in gaining necessary information from their side. It plays a crucial role in
identifying whether brand loyalty gets attained from quality service delivery or not. In
addition to it, response of customers is of utmost requirement without which this research is
incomplete (Bryman, 2012). This is the scenario because service delivery affects the
perception of customer only and same is required to know whether they will make repeat
purchase or not.
In this context, data are collected from the customers of the hotel so that sound
conclusion can be developed. In this regard, set structured questionnaire is developed in
which close ended questions are been involved that helped in recording actual responses of
the customers. In this, questions included multiple choice, Likert scale and rating which help
in recording the data in desired manner. This also assists in analysing the responses in desired
manner from which effectual conclusion is developed. The data has been collected from
managers and customers so that viewpoint from both can be attained. Customers helped in
delivering information whether quality service is been experienced to them or not. On the
other hand, managers will able to offer information with regards to strategies that been taken
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by the company for offering quality services. Through this, both viewpoint can be analysed
and asses through which effectual conclusion will be developed.
In addition to it, data is collected from secondary source as well in which data is
collected from books, journals, online articles, magazines, websites and other related content.
These have been reviewed as it aids in gaining contextual information with regards to subject
matter from which research can be conduct in effectual manner (Pickard, 2012). Also, it act
as a base from which researcher is able to identify the factors that needs to be involved in the
study.
Sampling
It is essential to gain information from confined number of samples out of population
so that they can able to collect the information in desired manner. Also, collecting data
includes cost, time and efforts which are constraints to research and hence it is required to
collect the same from small number of population. This aids in completing the research in
effectual manner. In this regard, probabilistic and non-probabilistic are two sets of sampling
technique that can be incorporate for conducting the study. In this regard, customers have
been selected through probabilistic sampling technique in which systematic sampling is
applied. It is determined that 50 customers of Hilton hotel will be requiring collecting the
information and identifying their responses. For the same, they will be contacted through
email in order to send the questionnaire. This helps in gaining actual information about the
research topic that aids in developing sound and appropriate conclusion (Green, Camilli and
Elmore, 2012).
In addition to it, non-probabilistic technique is engaged with respect to select
managers of the company. In this, 3 managers of the Hilton are selected as a sample by
incorporating convenient sampling. This has helped in gaining necessary inputs which
supported in gaining actual results. Through this, better and comparative analysis is able to
make which helped in attaining the research objectives in desired manner.
Data Analysis
Once the data is collected from sample, it is required to analyse the same in order to
develop conclusion out of it. In this context, qualitative and quantitative are two sets of
techniques that can be engaged for developing results from raw data. In this context, present
report has engaged qualitative measures for analysing and evaluating the data that attained
from customers and managers of the company (Smith, 2015). For the same, Ms-Excel tool is
being used to frame different graphs on the basis of percentage of respondents. All the
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