Consumer Satisfaction Challenges in Hospitality: Hilton Hotel Analysis

This research proposal investigates the challenges to consumer satisfaction at Hilton Hotels, a multinational hospitality company. The study aims to identify marketing techniques used, analyze challenges in consumer satisfaction, and recommend ways to improve customer satisfaction. The introduction provides an overview of Hilton, its global presence, and recent quality issues. The literature review explores marketing techniques, challenges faced by the hospitality industry, and methods to increase consumer satisfaction. The methodology outlines the research philosophy, design, type, data collection, and analysis methods, along with ethical considerations and a timeline. The proposal also includes a Gantt chart. The study's rationale focuses on understanding the reasons behind decreasing customer satisfaction and its significance in the hospitality industry. The findings and analysis sections will present the research results, and the conclusion and recommendations will offer actionable insights. The research uses a questionnaire to gather primary data. The research explores the importance of customer satisfaction for hotels, and this study will help in understanding different ways through which customer satisfaction in hospitality industry organizations can be increased.

RESEARCH PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Organization introduction............................................................................................................1
Title..............................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Questions......................................................................................................................1
Study Background.......................................................................................................................2
Research Problem........................................................................................................................2
Rationale......................................................................................................................................2
Significance.................................................................................................................................3
LITERARCTURE REVIEW...........................................................................................................4
Theme:1 marketing technique used by Hospitality industry for consumer satisfaction..............4
Theme:2 challenges faced by Hospitality industry in consumer satisfaction in marketing........5
Theme:3 different ways to increase consumer satisfaction in hospitality industry.....................6
RESEARCH METHODOLOGY....................................................................................................8
Research Philosophy....................................................................................................................8
Research Design..........................................................................................................................8
Research type...............................................................................................................................9
Data Collection............................................................................................................................9
Data Analysis...............................................................................................................................9
Sampling....................................................................................................................................10
Ethical Consideration.................................................................................................................10
Timeline.....................................................................................................................................11
Gantt Chart.................................................................................................................................12
FINDINGS AND ANALYSIS......................................................................................................13
CONCLUSION AND RECOMMENDATIONS..........................................................................22
Recommendations......................................................................................................................22
Conclusion.................................................................................................................................22

REFERENCES..............................................................................................................................24
QUESTIONNAIRE:......................................................................................................................26

INTRODUCTION
Organization introduction
Hilton is a multinational hospitality company that manages and franchises a board portfolio
of various resorts and hotels. Hilton was founded in 1919 by Conrad Hilton. Today this
foundation is lead by Christopher J. Nessetta. Headquarter of Hilton hotel is in in Virginia. This
foundation is spread across 113 countries and manages more than 5000 hotels and franchises
(Matzler and et.al., 2015). It is the 36th largest Hospitality industry chain within an estimated
revenue of $9 billion and employees more than 200,000 employees all over the world. Hilton
Hotels have more than 600 Resorts under the name of Hilton with more than 220,000 rooms.
Hilton is known for their excellent and best customer service. Even in UK they have established
themselves in a proper manner with £200 million partnership with other private equity business
Dominvs Groups today and are continuing to expand drastically (Ren and et.al., 2016). But
recently they are facing lots of quality issues from their customer’s especially in terms of service
and marketing. They need to work on their customer satisfaction in many ways.
Title
Challenges faced by Hospitality industry in Consumer satisfaction: A case study of Hilton
Hotel.
Aim
To identify challenges faced by Hospitality industry in Consumer satisfaction: A case study of
Hilton Hotel.
Objectives
Research objectives are:
 To evaluate marketing techniques used by Hospitality industry for consumer satisfaction
 To analyse challenges faced by Hospitality industry in consumer satisfaction in marketing
 To recommend ways to increase consumer satisfaction in hospitality industry in terms of
marketing.
Research Questions
This paper will help in exploring various reasons behind customer satisfaction and challenges
faced by organizations in terms of customer loyalty and satisfaction. This study will also try to
answer research questions such as:
 What are the marketing techniques used by Hospitality industry for consumer satisfaction?
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 What are the challenges faced by Hospitality industry in consumer satisfaction in marketing?
 In what ways Hospitality industry can increase consumer satisfaction in marketing?
Study Background
It has been observed that today Tourism and Hospitality industry in continuously evolving
and various changes in the services or products offered by the organizations in this industry has
also been observed. One of the most important things to be considered in Tourism and
Hospitality industry is Customer Satisfaction (Xu and Li, 2016). Each and every organization in
this industry need to focus on customer satisfaction as their first priority. Many organizations
today thrive to enhance their customer satisfaction in many ways. Even though many
organization fail to satisfy their customers completely and because of which they are facing
various challenges in fulfilling their customer’s demands and increase customer satisfaction
level. Hilton is also facing various customer satisfaction issues as well (Ali, Amin and Ryu,
2016). They need to focus on these issues and resolve it so that customer loyalty and satisfaction
can be increased and organization can provide better and improve service to their customers.
Research Problem
Many hotels are facing customer satisfaction and loyalty problems and today satisfaction
level of customer’s is increasing continuously which companies fail to fulfil which further results
in increased level of customer dissatisfaction. This problem can be solved by understand
customer’s needs and requirements to enhance their knowledge and improve customer
satisfaction and based on this they can bring improvement in their marketing strategies used by
the organizations to attract their customer’s. this study will help in understanding different ways
through which customer satisfaction in hospitality industry organizations can be increased.
Rationale
The main reason behind conducting this research is that to understand various reasons due
to which organizations today are facing various issues in terms of customer satisfaction (Geetha,
Singha and Sinha, 2017). Various researches have been carried out in this field but does not
explain the reason behind this decreasing customer satisfaction. This research plays a vital role in
hospitality industry as this research will help in understanding various factors on the basis of
which satisfaction and loyalty of the customers is affected.
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Significance
The main purpose of this study is to study customer satisfaction in hospitality industry can
be increased (Wikhamn, 2019)(Gupta, 2017). This study will focus on importance of customer
satisfaction for Hotels in hospitality industry. This will help the researcher to gain more
knowledge of this topic and will also help other researcher’s who are doing research in same
field on other topics.
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LITERARCTURE REVIEW
It is defined as descriptive and analytical summary of existing the raw materials regarding
the particular area of study. A literature review is an account that has been published on the
particular topic by researcher. It gives an brief idea about the research project where it is best
ways to convey what knowledge and idea published on topic. In this way, it can be determined
the weakness and strength because review must be defined by guidance conceptual framework. It
is important for research development to find out importance of case studies that help to identify
own ideas. By using literature review, it can easily demonstrate the knowledge about research
and how it applicable in the further enhancement.
Theme:1 marketing technique used by Hospitality industry for consumer satisfaction.
According to Davras and Caber (2019) Hospitality marketing is a type of idea that mainly
focused on maintaining and creating positive consumer experience, good relationships. It is the
most important part of hospitality industry to implement new marketing technique or method in
business operations and functions. in this way, many customers are attracted towards the hotel
and travel enterprises, it needs to use impressive advertise distributed channel that attract large
number of visitors, who always used the online website and other type of media. As per (Cheng,
Gan and Mansori (2019) personalised marketing is also efficient approach that allows for hotel
industry to deliver individualise content to potential consumer by using automation technique
and data collections. Its primary goals of personalisation marketing are to create a strong bond by
communication. For hospitality industry, it is necessary to personalise the services for special
guests, customers, clients through emails. This type of personalisation marketing technique is an
effective approach that directly linked with the hotel strategies and establish the personal
relationship. It also encouraging the customer them to again revisits, it can possible when
customers are fully satisfied with the services of organization and create positive experiences.
On the other hand, Srivastava, Chandra and Srivastava (2019) argue that web users are
mainly preferred communication through voice activation. It is considered great opportunity of
hospitality industry. It is type of voice control technology that can be used as marketing to share
information about services. In fact, marketing trends should be eliminated that need for required
internet users where they easily interact with hotel staff to ask about queries through online.
As per Ahani and et.al. (2019) views, in context of competitive environment of hospitality
industry, consumer experience and satisfaction are an essential for increasing loyalty or trust. In
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this way, it requires for hotels to provide the better quality of customer services and always
return positive results in terms of profits. It can develop the comprehensive customer experience
through marketing so as it will meet the goals and objective of hospitality industry. It is also
generating the healthy returns because client must be fully satisfied with the hotel services. In
this way, it can understand that online marketing approach is important for organization that help
to identify requirement of people and then providing services as per demand. Therefore, it
directly impacts on the business productivity and profitability.
Theme:2 challenges faced by Hospitality industry in consumer satisfaction in marketing
According to Prayag, Hassibi and Nunkoo (2019) Hospitality industry is highly wide that
implement various type of strategies for increasing the business growth. Customer satisfaction is
also important aspects of hospitality industry to understand their demand and provide services as
per needs. In terms of marketing, the business is increasing online presence to exchange
information about luxury rooms, food and other services through website, social media etc. these
are distribution channel that could use for marketing purpose. As per Dewnarain, Ramkissoon
and Mavondo (2019) Hospitality industry is completely turned into digital world and have all
improve their online offers but sometimes, there are different types of issues arise in marketing
of website where it contains only limited information, server errors due network traffic on site. It
is likely to recue the interest of customer towards industry. Sometimes, the feedback reviews are
not mention in properly. It is very important part of online marketing in hospitality industry
because customers want to check positive review of other. It will create both positive and
negative impression. In this way, this type of issues will reduce the profitability of business in
global markets.
Altinay, Song and Wang (2019) said that in hospitality industry, many hoteliers often fail
to understands the specific role of website and customer experience. Most of travellers are
visiting hotel website from mobile phones etc. they are trying to book room through online but it
has increase issues when it takes more time due to lack of speed and efficiency. In this way, it
directly affects on the customer experience. On the other hand, in case if it will increase visibility
so as it faces problem of traffic and server down arises so as many consumers are unsatisfied
with the services of industry. They easily switch to another hotels. In context of marketing, it
will require to develop secure and strong infrastructure that supports customer needs and
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requirements otherwise, it has chances to customer unsatisfied. Many customers are preferred
secure environment so that they can spend time with families or friends.
Cheng, Gan and Mansori (2019) said that the biggest challenges in hospitality industry
related to data protection or guests, who will select particular hotel industry. Sometimes, social
media marketing will not be acquired full details about consumers. In this way, it will increase
conflict between customer and management during check-in time. on the other hand, lack of
management support also increased the problem when it can acquire the information about the
customers and share information through marketing channel but sometimes, there are issues arise
when they would contain proper information. In this way, it directly impacts on the customer
expectation and create unsatisfaction.
Theme:3 different ways to increase consumer satisfaction in hospitality industry
According to Huarng and Yu (2019) in hospitality industry, expectation of customers
become very higher because modern technology plays important role for increasing strong
connection between guest and management. Hospitality industry is increasing success due to
trust, loyalty and implementing the better quality of services. As per Chan (2019) it has been
recommended to use social media platform for purpose of marketing because there are lot of
people used social network to connect with one people to another. staying connected with
potential consumers that require for creating an effective marketing strategy to provide
information about service details. This type of strategy will help to build a strong relationship
with guest and retain the current list of guests. Hospitality industry will use internet marketing
strategy that use for improving the profitability in global marketplace.
González-Mansilla, Berenguer-Contrí and Serra-Cantallops (2019) argue that customer
satisfaction is common goal of hospitality industry that should consider a success key of
business. sometimes, it is very difficult to maintain the customer happy and satisfied with the
services of industry. In this way, marketing is a great approach that already give all options by
internet so as it become easy for user to identify, which is the most suitable. On the other hand, it
also recommends to the hospitality industry for quickly response on queries of customer, who
will interact with marketing channel such as website, applications etc.
Heydari and Lai (2019) In an era of marketing, it useful for personally coordinate with the
customer and actively listen their complaints. This type of process is worth knowing about client,
not only tracking personal information but also identified its specific need and requirement. A
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positive customer experience always increases brand value and image, it also building a strong
position in global world. Srivastava, Chandra and Srivastava (2019) Building customer loyalty
and trust which is important for success of hospitality industry so that hotel staff is mainly
focused on the strategies that recognise, awards to guest during occasion, while developing
loyalty program by implementing approach that consider how staff design program efficiently. It
can be a tough one related request and also complaints from customers because they can open
various type of places. It is very difficult to manage all type of information in proper manner.
Furthermore, it rather than trying to identify the negative reviews of customer and change into
positive manner to fix problem of client.
Huarng and Yu (2019) said that implement in-room technology is the most exciting for
customer because they can easily install smart room key that allows people to open door of
rooms with only simple wipe by using smartphones. In this way, many customers are used this
technology to satisfy with the services of hospitality industry. From their rooms, people can
make special request in just click that is routed to employee smart devices and response within
seconds. It makes sure that customer fully satisfied with the hotel, industry should collaborate
with other one. It keeps customer happy demands, which not only provide quality of services but
also responsible for other department such as production of food items.
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RESEARCH METHODOLOGY
Research Philosophy
A belief about a way or a method in which data about an issue or phenomena is gathered is
known as research philosophy. It is a vast topic which helps in selecting the methods or process
which helps in deciding the manner in which data will be gathered for a research (Darini and
Khozaei, 2016). There are many types of research philosophies that are used in a research study
but there are mainly three types of philosophies that are most of the times used in dissertation
studies like interpretivism, pragmatism and positivism. The type of philosophy chosen impact
complete dissertation so it is important to choose correct research philosophy. Each type of
philosophy has its own data collection method and is used for a particular type of research such
as: Positivism is mostly used for quantitative studies as data collected is highly structured and
has large sample size but it can also be used for qualitative research. Interpretivism is always
used for qualitative research as it consists of small sample sizes so that in depth investigation can
be done (Kasiri and et.al., 2017). Pragmatism can be used for both qualitative and quantitative
research as it has multiple data collection methods. For this research interpretivism research
philosophy will be used as it is a qualitative research.
Research Design
Research design plays a vital role in any research study and is essential for answering
research questions or reaching to a conclusion. Set of methods that are used for analysing and
collection data for answering specific research problem is known as research design. It is
important for researcher to decide research design according to the set of methods that will be
used by them for completing research paper (Perera and Pushpanathan, 2015). There are mainly
three types of research design: exploratory, casual and descriptive research design. Exploratory is
normally used when research questions are to be explored so that a solution for research problem
can be identified. Casual research design is normally used to identify nature and extent of cause
and effect relationship. It is used when there is a need to identify impact of specific changes in
current norms. Whereas, descriptive research design is used to explain statement of affairs that
are present in the research that have no control over variables. It is mostly used in quantitative
research papers. For this dissertation exploratory research design will be used as it is a qualitative
study.
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Research type
Strategies, techniques or processes that are used in data collection for analysis are known
as research methods (Kimes and Ho, 2018). These methods help in describing type of research
type which is needed to be done. There are mainly two types of research that are mostly carried
out first is qualitative and second is quantitative research type. Research in which numerical,
non-descriptive analysis of numbers is done is known as quantitative research type. This research
method is conclusive in nature and all the results are presented in terms of tables and graphs.
Whereas, research in which non-numerical, descriptive analysis is done using words is known as
qualitative research type. It is exploratory in nature and focus on describing the meaning of a
situation. This research type helps in understanding a research problem or issue in depth so that
solution for the research problem can be identified. For this research qualitative research type
will be used.
Data Collection
A process or methods through which information is measured and gathered which helps in
answering research questions or test hypothesis is known as data collection methods (Morosan
and Bowen, 2018). There are two main types of data collection methods: First is primary data
collection and second is secondary data collection methods. Primary data is a normal term which
is used for source data collection i.e. this type of data or information is mostly used to obtain or
gather first hand data from various sources such as survey, observation, experiment. There are
various methods through which primary data can be collected like survey, interview, correlation,
regression, focus groups, case studies, observations and many more. Secondary data is a kind of
data which is already available or has been analysed by someone else (Malik, 2018). This type of
data is not collected by the researcher but has already been collected by someone else. Secondary
data can be collected through various sources such as: published or unpublished data, books,
journals, online portals, newspapers, magazines etc. For this study primary data will be collected
using a survey. This survey will be conducted with the help of a questionnaire which would
consist of 10 questions.
Data Analysis
A process through which data is transformed, cleaned, inspected and analysed in order to
discover useful information is known as data analysis (Chu, Tang and Luo, 2016). It is one of the
most important part of a research as it helps in discovering useful information and also helps in
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