Marketing Tools Impact on Customer Satisfaction: Hilton Hotel Study

This research report investigates the importance of marketing tools and their impact on customer satisfaction, with a specific focus on Hilton Hotel. The report begins with an introduction to marketing tools and their significance in promoting business products and services, highlighting various methods used to attract customers. Task 1 outlines the research project's specifications, including the aim, objectives, and research questions, along with factors contributing to project selection. Task 2 focuses on matching resources to the research question and undertaking the research investigation. Task 3 involves research evaluation techniques, interpretation of results, and recommendations. The report reviews key references, exploring the concept of marketing tools and their application in the hospitality industry. It emphasizes the importance of marketing tools in attracting customers, enhancing brand awareness, and developing a positive image. The study aims to identify the impact of marketing tools on customer satisfaction and recommend ways to enhance satisfaction levels within hospitality management. The report concludes by analyzing the collected data and presenting the findings, along with recommendations for further consideration.

RESEARCH
REPORT

Table of Contents
TITLE: “ To identify the importance of marketing tools and its impact on customer satisfaction.
A study on Hilton hotel. ..................................................................................................................2
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
1.1 Formulate and record possible research project outline specification..............................3
1.2 Identify the factors that contribute to the process of research project selection..............4
1.3 Undertake a critical review of key references..................................................................5
1.4 Produce a research project specification..........................................................................7
1.5 Provide an appropriate plan and procedures for the agreed.............................................8
................................................................................................................................................9
TASK 2............................................................................................................................................9
2.1 Match resources efficiently to the research question or hypothesis.................................9
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures......................................................................................................................10
2.3 Record and collate relevant data where appropriate.......................................................11
TASK 3..........................................................................................................................................12
3.1 Use appropriate research evaluation techniques.............................................................12
3.2 Interpret and analyse the results in terms of the original research specification............13
3.3 Make recommendations and justify areas for further consideration..............................18
TASK 4..........................................................................................................................................19
4.1 Use an agreed format and appropriate media to present the outcomes..........................19
Covered in PPT.....................................................................................................................19
REFERENCES..............................................................................................................................20

TITLE: “ To identify the importance of marketing tools and its impact on
customer satisfaction. A study on Hilton hotel.
INTRODUCTION
Marketing tool is an important thing which assist in promoting business products and
services in the large market place. There are various tools and methods which can be used by
company for attracting more customers. Marketing tools are required because they are used by
businesses through communication, interaction and personal relation with the desired public.
Such type of tools are create and develop market awareness that are help in smoothly run of
business operations and its functions effectively (Badwan and et. al., 2017). An organisation use
different marketing tools which gain attention of domestic as well as international customers
towards potential goods and services. Along with this, email is one of the simple and easy
method which assist in making contact to customers after they are make their first purchase.
TASK 1
1.1 Formulate and record possible research project outline specification
Every business should design a marketing strategy, tactics and techniques which assist in
their sales and improvement in visibility of their business in the large market place. Marketing
tools are essential to internet businesses as they are promote their goods and services among
customers. It is required for communicate with domestic as well as international customers who
are willing to purchase their products. Such tools are create awareness which is can help in
smoothly run of business operations and its functions (Gómez, Martín‐Consuegra and Molina,
2015). The marketing tools are such methods which companies are used to develop and promote
their goods in the market place. The report is based on Hilton hotel which is international
hospitality services provider and satisfy their guests.
Background of research
Hilton hotel is the global brand of full service hotels and resorts and the flagship brand of
American multinational hospitality company. The company was established by Conrad Hilton.
There are around 570 Hilton hotels and resorts properties in all over the 85 countries and
territories across the six nations. This properties are owned and operated by independent operator
of Hilton hotel.

Significance of research
The study is important for analyse various marketing tools which assist Hilton hotel in
order to promote their services and goods among customers (Martínez, 2015). This includes
social media, Facebook, Instagram, YouTube and many more. Along with this, it is assist in
analysing customers needs and demand regarding organisation products and services.
Research Aim
Aim: ”To identify the importance of marketing tools and its impact on customer
satisfaction”. A study on Hilton hotel.
Research Objectives
 To study the concept of marketing tools.
 To explore the significance of marketing tools implemented in hospitality management.
 To determine the impact of marketing tools in improving satisfaction level of customers
in hospitality management.
 To recommend different ways through which Hospitality Management can easily
enhance satisfaction level among customer's.
Research Questions
 What is the concept of marketing tools ?
 What is the significance of marketing tools implemented in hospitality management ?
 What is the impact of marketing tools in improving satisfaction level of customers in
hospitality management ?
 What are different ways through which Hospitality Management can easily enhance
satisfaction level among customer's ?
1.2 Identify the factors that contribute to the process of research project selection
In this section, investigation report is totally based on different factors that help
researcher in providing correct path or direction so they can easily develop and create project
(Nyadzayo, and Khajehzadeh, 2016.. In addition to this, there are different factors which help in
motivating and promoting a research in order to implement all activities and functions in better
manner that are described as under:
Introduction – In this part, an introduction help in announce and introduce researcher
topic, provide context and importance of specific research work before describing an

investigation questions and hypothesis. It is consist with explaining, describing and evaluating
particular research motive for conducting this investigation.
Literature review – It is another main aspect of research which play an essential in role in
conducting an investigation (Icha and Agwu, 2015). This will help in analysing and examining
different authors or scholars views regarding specific topic. Along with this, it is that section
which is effective in developing a theoretical frameworks in order to analyse opinion of various
writers.
Research Methodology – This will consist with imperative part of an investigation work
that are based on different technologies and application in order to reach with correct direction. It
is that section which is fully based on different type of methodologies such as research design,
philosophy, approach, data collection and data analysis.
Data analysis – This is the major factor of overall research project. In this part, data and
information are analysed and examined with the help of this, they are develop charts, graphs and
many more (Van Noort and et. al., 2015). It is provide concise area of study to the researcher to
direct an investigation of the data and information which are collected and gathered by primary
sources of collecting data in better manner.
Conclusion and Recommendation – it is the final part of research project, in which
researcher examine whole investigation and point out major key factors which are described. In
addition to this, recommendation assist in explaining various further action which are required to
be done by an investigator.
1.3 Undertake a critical review of key references
In current business environment, competition is huge in the large market area and
organisation are mainly concern with developing and formulating their operations which help
them in reaching with potential growth and development. In this section, marketing tool is
important for Hilton hotel which assist them in promoting various services and goods in the large
market place (Jeon and Jeong, 2017). Along with this, there are various marketing methods and
tools that includes email, Facebook, Instagram, social media and so more.
Concept of marketing tools
As per the view of Sam Ashe-Edmunds, Marketing is that tool which an organisation use
to develop and promote their goods and services. Such tools refers as techniques, strategies and
materials. The there are various marketing tools which involves advertising, direct mail, market

research which boost their sales. Marketing tools are considered as a techniques as well as the
strategies applied by the firms for promotions and development of its products or services. Also
it is utilise to enhance the product sales and introduce new goods. This is use mainly by the
company which sell their products straightly to consumers in comparison to of those who sell to
businesses. Firms has a range of marketing tools at its disposal. Few of them are use to maximise
sales as well as some are concentrates on collecting the information of the customers (Ismail,
2017). So, this is essential for Hilton to understand that what types of tools are effective for their
business and is required to accomplish their primary objectives. Some of the marketing tools are
classified adverts, surveys, social media, direct mails, google analytical, consumers loyalty
programmes, media monitoring tools, automation and so on. For example: Hilton Hotel may
utilise advertising, involving print ads as well as TV and also, it use direct mail marketing in
order to promote and enhance their sales.
All company should develop a marketing strategy, tactics or techniques in order to
improve visibility of its business into marketplace. For their marketing strategy firm can apply
marketing tools for promoting and advertising its businesses, goods and services. Through
marketing tools Hilton Hotel capable to deliver essential message which they wish to
communicate to its target market as well as consumers. Marketing tools can be used in both
manner online or offline and this is a very crucial part of marketing campaign. Also, business can
select various marketing tools according to its allocated budget, whole objectives and goals,
target market, marketing strategies, services and products.
Marketing tools are important as they are applied by a company as a communication
means to communicate customers of their goods and services. It also develops awareness into
market that further can create a profitability for the business. For example: marketing slick can
be utilise by company to provide a overview about their products like its snapshot and their
utilisation (Ko, Phau and Aiello, 2016). Also, Hilton Hotel apply marketing tools to keep
reminding guest about it services which are in discounts and offers. Email marketing is an
simple way to contact with clients after they avail their services. Tools of the marketing is also
useful announce discounts and offer promo to guests. This kinds of awareness help respective
hotel to grab attention of the guests and enhances their profitability. Also the response of the
consumer is essential for the organisation not only for the profit maximisation but also, assists

them in upcoming strategies as well as campaigns of marketing. This will provide them an idea
upon that which one is good and beneficial as per the response it get from their guests.
Significance of marketing tools implemented in hospitality management
As per the view of Leigh Richards, marketing tools are important to attract large number
of customers towards company's products and services. Hilton can implement some marketing
tools and methods which are helpful in analysing guests demand regarding rooms of the hotel. In
many cases, they are marketing services rather than goods and success hinges on developing the
rights feeling of consumers. On the basis of thoughts presented by Ankur, (2018), it has been
analysed that marketing tool plays an essential role in the business growth of hospitality sector as
it helps them in enhancing their brand awareness among service users. As per the views
represented by the same author, it can be said that the main pillars of Hotel marketing are
research, awareness, relationships, resources and promotions. All of these pillars are helpful for
overall hospitality sector as with the help of this they can easily enhance their business as
customers are aware about their products (Why Marketing is Important in Hospitality Industry,
2019). In addition to this, it has been analysed that their certain marketing tools which are mostly
used by hospitality sector are online marketing, direct email, marketing of content, customer
insight marketing etc. These sources holds very essential positing in hospitality sector. By
implementing marketing tools in hotels belonging to this sector could easily develop their focus
on customers as they are able to approach customers in better manner. In addition to this,
marketing campaigns also helps hospitality industry to reach its targeted group which will help
them influencing their interest products are developed according to their desired values.
Apart from this, significance of marketing tools can also be seen in another manner. This
means, its importance does not relies in surrounding of customers but it also helps company in
developing its positive image at market place and businesses too. Customers of hospitality
industry are not only general public but its clients are business person, businesses themselves.
Thus, if this industry is using effective marketing tool then it would directly help them in
developing their positive and valuable image among customers. As a result, Overall hospitality
sector will grow at highest speed which also provide monetary benefits to them (Joung And et.
al., 2015).
Impact of marketing tools in improving satisfaction level of customers in hospitality
management

According to the view of Moultry Belcher, there are various marketing tools and methods
which are helpful in make improvement in customer satisfaction level in the hotel industry. With
the help of marketing tools, they can easily reach with desired customers who are willing to buy
their goods and services. In this, sales promotion mainly depend upon the consumer's brand
loyalty and buying behaviour of customer in the market place. According to the thoughts
presented by.. , marketing tools holds very strong positioning in enhancing satisfaction level of
customers of hospitality sector. It can be said that major impact of marketing tool is positive as it
aware customers about different services offered by the same industry. This awareness helps
customers about services, as a result, when in actual time they uses similar kind of services then
it is easier for them to accept them and use it fullest (Chen and Lin, 2015). This ultimately
enhances their satisfaction level. Marketing is a complex, broad and ever evolving field. There is
a tremendous growth in different areas like social media, content, SEO, voice search, brand
management, etc. The hospitality sector requires tools that can boost productivity , empower
customers, increase satisfaction level, etc.
Audience research- It is important for the hospitality sector to know about the customers.
It is essential for managers and leaders of hotels and restaurants to coordinate with the customers
in order to retain them.
Content strategy- Marketing is continuously changing and it is one of the best ways to
keep with content marketing trends while staying accountable on the goals and objectives of the
hospitality sector. An interactive strategy checklist allows marketers for creating a custom,
actionable plan for outlining goals, tactics, metrics which helps in measuring performance of the
organisation.
Social media- Website is the most used social media element used for promoting and
advertising the hotel or restaurant. This is the best way for establishing and supporting brand and
start building equity. The companies must choose a high quality photographer for making
template of the hotel or restaurant. The website must be organised and contains all contents
required by customers or clients (Wang, Pauleen and Zhang, 2016). The management should
make sure that websites are made beautifully and and it should attract customers. Other social
media sites like Facebook, Twitter and Instagram can be used for promoting, advertising and
increasing awareness of the company among customers. Marketing is very important in every
sector and so as in the hospitality sector.

Different ways through which hospitality management can easily enhance satisfaction level
among customer's
As per the view of Jason Bowden, it is required for an organisation is to measure how
products and services supplied by company in order to meet with customers expectations and
requirements. Customers satisfaction refer as number of customers who are gain attention of
large number of buyers in order to reach with desired goods and services. There are different
ways through which they can easily increasing satisfaction level among customers. As per the
viewpoints of The characteristics and activities of a successful hospitality business includes
presentations and constant improvement of qualitative services, that exceeds the expectation of
customers in a way that includes pre bookings to post stay (Dwivedi, 2015). The choice of hotels
s one of the most important issue in people. It is important for hospitality sector to keep track on
demands and needs of customers while choosing hotel or restaurant. This sector ensures to attract
customers and retent them for a long time by providing them good qualities.
Customer satisfaction- Customer satisfaction is a concept that involves the feeling of
well being and pleasure which results from obtaining expectation of an individual. Customer
satisfaction is based on the expectation point of view (Lovelock and Patterson, 2015). Customers
always have personal expectation about performance before purchasing and using product or
service. The level of customer satisfaction is different in different customers as they have
personal needs, demands and experiences.
Service quality- Service quality in the hospitality sector has become the major factor for
gaining competitive advantage. This helps in building confidence of customers in the highly
competitive marketplace. Thus service quality can give hospitality sector a great opportunity for
growth and development. There are generally three types of dimensions of service quality
including physical facilities, staff and materials. This is further divided into two aspects
including functional and technical quality. A service quality in the hospitality sector is measured
upon five dimensions including assurance, reliability, empathy, tangibility and responsiveness.
Customer satisfaction is the internal feeling of every customer that may be satisfaction or
dissatisfaction resulting from the assessment of services provided to them (Matzler, 2015). The
various hotels and restaurants of the hospitality sector should improve their services to satisfy
customers as high customer satisfaction will lead towards customer loyalty. Benchmarking can

be used to measure the performance of the hotel service and evaluate it's affectivity to satisfy
customers.
1.4 Produce a research project specification
The research work is totally based on analysing and examining the marketing tools and
methods which assist an organisation in order to promote different goods and services among
customers. Along with this, such marketing tools are directly effect on customer satisfaction
which help them in fulfil all customers needs and wants. In this section, research report main role
is to manage and maintain all business activities of exploration work in proper manner. An
effective outline specification is appropriate which assist in providing right direction to an
investigator which assist in implementing all research functions and actions. It is clear that
current investigation is based on qualitative research which assist in collecting and gathering
accurate data while completion of report (Wang and et. al., 2015). There are various ways
through which they can easily collect accurate data such as internet, magazines, books and
journals and so more. In this research work, primary and secondary are used for gathering
important facts and figures effectively. In this, primary source is appropriate for directing
overview for gather and collect required data and information (Du Preez and Bendixen, 2015).
On the other hand, secondary source is an effective which help the literature review section in
order to collect and gather information such as books, journals and so more.

1.5 Provide an appropriate plan and procedures for the agreed

TASK 2
2.1 Match resources efficiently to the research question or hypothesis
Research design is act as framework while conducting any research work in better
manner. It explain essential details and information of an investigation process that are required
for acquiring data which are required to structure and resolve any research related issues.
Research design considered as organise and arrange situation of collection as well as data
analysis in such manner which main aim is to integrate accuracy of an investigation motive