CRM and Consumer Satisfaction: Analysis of Hilton Hotel Strategies

This report critically analyzes the impact of Customer Relationship Management (CRM) on consumer satisfaction at Hilton Hotel. It outlines the research methodology, including descriptive research design, qualitative and quantitative techniques, positivism research philosophy, and deductive research approach. The study identifies that Hilton's traditional CRM system is not fully effective in understanding and meeting customer needs, and that an electronic CRM (E-CRM) system could improve customer satisfaction. Key recommendations include improving the CRM system to incorporate features like feedback options, post-purchase services, and customer care facilities. The research concludes that a well-implemented CRM system is essential for increasing customer satisfaction, sales, and overall profitability at Hilton Hotel.

TO CRITICALLY ANALYZE THE IMPACT OF
CRM (CUSTOMER REL ATIONSHIP
MANAGEMENT) ON CONSUMER
SATISFACTION AT HILTON HOTEL (TASK 4)

INTRODUCTION
The present study is based on understanding the impact of
Customer Relationship Management (CRM) on client satisfaction at
Hilton hotel.
There are many factors because of which researcher thought of
selecting this topic and in investigating it.
Hence, these factors along with applied research methodology will
also be discussed.

RESEARCH PROJECT
OUTLINE
Aim:
“To critically analyse the impact of CRM (Customer Relationship
Management) on consumer satisfaction at Hilton Hotel.”
Objectives:
• To understand the process of CRM in Hilton hotel.
• To identify link between CRM and consumer satisfaction.
• To identify the level of consumer satisfaction in Hilton.
• To recommend CRM strategies for improving customer
satisfaction at Hilton.

CONT….
Research question:
1. What is the process of CRM in Hilton hotel?
2. What is the link between CRM and consumer
satisfaction?
3. What different CRM strategies can be applied by Hilton
hotel for improving the level of customer satisfaction?

APPROPRIATE PLAN AND PROCESS FOR
THE AGREED RESEARCH SPECIFICATION
Research design: Descriptive
Types of the research: Both qualitative and quantitative research
techniques
Research philosophy: Positivism
Research approach: Deductive
Resources: Primary and secondary resources
Sampling: Random number sampling method
Data analysis: Thematic and statistical data analysis techniques

RESEARCH PLAN
Activities/Duration in weeks 1 2 3 4 5 6 7 8 9 10
Determining the problem for research
Developing proposal for research
Formulation of aim and objectives
Defining research purpose
Literature review
Choosing the best research methodology
Analysis and collection of data
Outcomes which has to be interpreted
Research Conclusion
Report submission
Making changes according to feedback
Report resubmission

THEME 1: CRM OF HILTON HOTEL IS NOT
HELPFUL IN UNDERSTANDING NEEDS AND
REQUIREMENTS OF CUSTOMERS.
3. Is CRM of Hilton hotel
helpful in understanding
your needs and
requirements?
Freque
ncy
Yes 6
No 14
Yes No
0
2
4
6
8
10
12
14
16
3. Is CRM of Hilton hotel helpful in
understanding your needs and
requirements?

THEME 2: CRM SYSTEM OF HILTON HOTEL IS NOT
EFFECTIVE FOR CUSTOMERS.
6. How much are you satisfied with the
effectiveness of customer relationship
management in Hilton hotel?
Frequenc
y
Very Dissatisfied 8
Dissatisfied 7
Neutral 1
Satisfied 2
Very Satisfied 2
6. How much are you satisfied with the
effectiveness of customer relationship
management in Hilton hotel?
Very Dissatisfied Dissatisfied Neutral
Satisfied Very Satisfied

THEME 3: IMPORTANCE FEATURES WHICH ARE REQUIRED IN AN
EFFECTIVE CRM.
Customer care
facility
Post purchase
services
Feedback
option for
purchased
products and
services
Advertising
and
promotion of
products and
services using
CRM
Complain box
0
1
2
3
4
5
6
4. What is the most important feature of
CRM for increasing your level of
satisfaction?
4. What is the most important feature of
CRM for increasing your level of
satisfaction?
Frequenc
y
Customer care facility 4
Post purchase services 3
Feedback option for purchased products
and services 5
Advertising and promotion of products
and services using CRM 4
Complain box 4

THEME 4: ELECTRONIC- CUSTOMER
RELATIONSHIP MANAGEMENT IS THE MOST
SUITABLE CUSTOMER RELATIONSHIP
MANAGEMENT FOR CUSTOMERS OF HILTON
HOTEL.
According to you, what is
the most suitable customer
relationship management
which can be used in Hilton
hotel?
Freque
ncy
E-CRM(Electronic- customer
relationship management) 14
Traditional CRM system 6
E-CRM(Electronic- customer relationship
management)
Traditional CRM system
0 2 4 6 8 10 12 14 16
According to you, what is the most
suitable customer relationship
management which can be used in
Hilton hotel?

CONCLUSION
CRM system is one of the major requirements of increasing the level of
customer satisfaction.
Hilton hotel is using traditional system for developing customer relation which
decreases the level of satisfaction in the respect of customers.
CRM system has strong association with customer satisfaction.
On the other hand, customized CRM plays an important role in satisfying the
expectations of customers.
Along with this, appropriate CRM can also be used by Hilton hotel for
advertisement and marketing
Overall, it declines the number of customers for the organization and reduces
the overall sales and profitability. So, organization needs to improve its CRM
system.

RECOMMENDATIONS:
Organization should improve its Customer relationship
management system as per the customer’s expectations
CRM system must include different features such as feedback
options, advertising and promotion, post purchase services,
customers care facility as well as complain box.
Hilton hotel should also focus on Electronic customer relationship
management system