Customer Engagement, Value, and Service Quality Analysis: Hilton Hotel

This report provides a comprehensive analysis of customer engagement, focusing on the Hilton London hotel. The report begins by defining customer engagement and its importance, followed by an in-depth exploration of customer value, including conformance to requirements, product selection, price and brand, value-added services, and relationship and experiences. Each dimension is analyzed in the context of the Hilton Hotel, with comparisons to Marriott, and rankings are provided. The report then delves into service quality, including gap analysis. The analysis considers both internal and external factors influencing customer engagement and aims to provide insights into maximizing customer value and improving service quality within the hotel industry. The report concludes with a summary of key findings and recommendations.

UNDERSTANDING
CUSTOMER
ENGAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Customer Value......................................................................................................................3
Part 2 (a) Service Quality-...............................................................................................................9
PART 2 (b).....................................................................................................................................13
GAPS IN SERVICE.............................................................................................................13
PART 3..........................................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Customer engagement is the linkage of the feelings and values between the customers
and the organization brand which is selling the products and services. The need to increase the
customer engagement process as it helps the organization to increase the sales and increase the
satisfaction of the customers with the maximum quality. Customers engagement helps the
organization to maintain the quality of the products and services by knowing the preferences and
tastes so that they can increase the efficiency of the organization and achieve the competitive
advantage in the market.
The market research is very essential in maintaining the customer engagement of the
organization, it will also help the organization to maintain the quality of the products and
services to increase the demand of the customers and also increase the level of satisfaction. It
also helps the organization to exploit the opportunities and decreases the threats as customer
engagement helps the company to maintain the balance in the business environment. The
organization also have to analyse the importance of all the internal and external factors which
will increase the productivity of the organization to formulate the strategies. The organization
will also increase the level of innovation technology will also help the organization to attract
more customers and help to maintain the customers' satisfaction.
In this report there is a detailed study about the hotel Hilton London which was
established in 1963. The hotel located at the primary location of the London which attracts the
most of the travellers to the hotel. The hotel Hilton also have to analyse the effective ways tom
interact with the guests to increase the knowledge of the hotel and provide better services to the
guests according to the needs which will also satisfy them effectively.
PART 1
Customer Value
Customer value is satisfaction criteria which the customer gains after the consumption of
the products and services they paid in exchange for the part of their income. The business
organization need to analyze the customer value to understand the effectiveness of their products
and services and what need to be changed. The customer value also help the organization
maintain the quality if the products and set the prices what which the customers are willing to
pay according to their income level. The organization also can increase the services'

differentiation with the different prices or services according to the quality of facilities provided
by the organization to the customers. There is a traditional tendency of the customer as they
compare the quality of products and services with the price which is asked for it and also the
satisfaction level is raised with the comfort of the products and services.
Conformance of Requirements
The conformance of the requirements means assurance of the quality of the outputs
which was demanded by the customers in order to increase the level of satisfaction and provide
better efficiency of the business organization. Conformance is the testing of the quality of the
final products and services to the requirements of the customers according the standards of the
business organization and policies of the organization (Zhang, Kandampully and Bilgihan, 2015)
. It is the system of maintaining the consistency of the products and services. The conformance
of the requirements of the customers also portrays that the business organization is very well
aware of the importance of the customer satisfaction and is also trying their best to increase the
output to meet the demand of the customers to increase the sales of the company. The quality of
conformance is very essential factor in the hotel industry as it helps the hotels to increase the
quality and customer loyalty in the market to increase the growth of the hotel. For example,
customers have the demand for orange pulp juices which increase the satisfaction level so the
companies have to make the orange juice pulp in order to increase efficiency of the company and
sales of the company will also be increased by meeting the expectations of the customers.
Hotel Hilton is ranked 6/10 in the conformance according to the 5 dimensions of the
customers values. As the hotel does not focus on the conformance as they are more confident on
the product quality which is impacting them a lot. Hilton also have situated in a very prime
location and are liberal as they think that the customer attraction is not required due to the value
of the location will help to attract the customers automatically.
Hotel Marriott ranked 4/10 in the conformance of the requirement according to the
customers as this decreases the efficiency of the hotel and also the goodwill is dropped in the
market. The customer is not able to judge the value of money of the quality of services and
products the hotel is products the customers.
Product Selection

Product selection is the process of choosing the right services and products which will
optimally satisfy the customer and provide them with the better experience. The customer value
proposition is also maintained in this process s it helps the customers to receive all the products
and services which the seller promised them to give in exchange for the money which will satisfy
the customers (Taiminen and Ranaweera, 2019). The product selection helps the customers to
choose from the alternative products and services which will give the best outcome and satisfy
the need and desires of the customers. Product selection is very essential as it will increase the
goodwill of hotel and increase the market share of the company in the market to attract more
customers and increase the profit margins as well (Storbacka and et.al., 2016). For example, the
customer like the bed which is made of wood and also have t electrical appliances attached to it
to turn on the lights and fans in the room, the hotel have to select the closet related beds which
can satisfy the wants of the customers or even provide with the better satisfaction.
Hotel Hilton will be ranked 8/10 in the product selection which also increased the efficiency of
the hotel, the hotel adopted mew technology equipment in the hotel to improve the stay of the
guests. The product selection also helped the hotel to attract the customers and increase the
productivity of the hotel by improving the quality of services and also help the hotel to create the
brand image in the market to gaining the maximum market share and maintain the quality of the
services.
Hotel Marriott is ranked 6/10 in term of product selection as the hotel have adopted all
the technological advancements in the hotel rooms and all the operations are equipped with the
latest technology which reduces the cost of operation. This also helped the customers to increase
the vale for money and increase the satisfaction level of them.
Price and Brand
Price is very essential factor which helped the hotel to attract the customers and it boosts
the brand value with the maximum intake of the customers in the least period.(Romero, 2017)
The customer satisfaction becomes very important and due to increase in the competition the
organization have to formulate the effective pricing strategies to decrease the cost and the prices
of products and services which will also increase the chance of the customers to become loyal to
the organization and increase the sales of the company. The loyal customers are the assessment
of the company and will help the increase the efficiency of the business by supporting it
effectively. The brand in only make when the business organization is successful in creating the

trust towards the company of the customers. As the brand value will only increase with the trust
and belief of the customer about the quality and price of the organization.
Hotel Hilton is ranked 10/10 in the price and brand in the market and it provides the
lowest rates rooms with the high quality of the services and products. The hotel also is the one of
the best service provider which helps the customers to become the loyal customers of the hotel.
As the operations of the hotel is developed in such a way which will decrease the cost and
provide the low price and high quality services and also develop a positive bond with thew hotel
which helps the hotel to charge the premium from the customers and the customers are willing to
pay the price in order to get satisfied with the services. (Piligrimienė,, Dovalienė and Virvilaitė,
2015)
Hotel Marriott is ranked 2/10 as the pricing policies of the hotel are not affect and only
focus on the high social class which can afford for the high prices and yet it also provides the
good series but the hotel lack in the selection criteria of the customer to opt the hotel as
compared to Hotel Hilton. (Kumar and Pansari, 2016)
Value Added Services
The value added services are those with increase the value of the services with an
additional unit which the customer desires or the organization offer to increase the satisfaction
level of the customers. The value added services are those which help the organization to
increase the customer loyalty and customer retention to increase the sales and profit margins of
the organization. The extra benefits which the organization offers to improve the quality of the
services and make the compensation to the customers the value added services are used. This
also helped the customers to increase the efficiency and retain themselves in the same
organization to get the same benefits every time. This also help the organization to increase the
sales by providing the discounts and offers which are providing benefits like buy 1 get 1 free
which will also improve the buying experience of the customers and also increase the profit
marketing of the organization. As tit also helped the organization to clear the not moving stock
and services in the fewer prices inn the market. (Khan, Rahman. and Fatma, 2016.)
Hilton Hotel is ranked 4/10 in providing the value added serves to the customers as they
are confident in the services which they design and provide to the customers. The services of th
customers are already include all the benefits which will increase the customer's satisfaction, and
they also need to increase the price ranges so that they can increase the sales of the company.

The hotel also have decreased the cost of operation to provide the better services to the guests
and make them loyal to the hotel chains.
Hotel Marriott is ranked 10/10 in providing the value added services to the guest as the
main motive of the company is to increase the sales and to provide the extra charges with every
additional services obtained by the customers to increase the satisfaction level of them. The
company also have the pricing strategy which help the customers to visually feel the value
addition and enhance they choose this hotel in term of value addition of services, yet they charge
extra money for the services.
Relationship and Experiences
To increase the efficiency of the organization a good relationship with the customer is
very important as it helps the organization to increase the information and improve the services
by products to maintain the quality to gain the competitive advantage in the market and increase
the profit margins of the organization. The experiences of the customers re very helpful to design
a new and innovate the services and products which are not effective in the market by consumer
mapping and customer's feedback (Hollebeek, Conduit and Brodie, 2016). The gained
information and experiences can also be acquired with the help the market researcher which will
increase the process of data collection and give the better relationship with the customers. The
data collection will also help the organization understand the new market trends and innovate the
products and services in order to gain the better opportunity and increase the market share of the
organization. The customer relations and experiences help the organization to generate effective
approach tho increase the efficiency of the customers.
Hilton is ranked 2/10 in the relations and experience management of the customer as they
lack the understanding of improving the quality of the products and services according to the
needs and wants of the customers (Harmeling and et.al, 2017). This will also help the hotel to
discourage new customers according to this dimension and make the efficient coordination to
maintain the quality of the hotel.
Hotel Marriott is ranked 8/10 I the relationship and experience of the customers which
whelp the customers to choose the hotel and increase the efficiency more effectively. The hotel
have adopted the feedback system in which they have to maintain all the problems and issues
which the customer had whiled their stay in the hotel and the management have to effectively

resolve that problems to increase the efficiency of the hotel and make the hotel more productive
to achieve the competitive advantages.
Customer value Hotel Hilton Hotel Marriott
Conformance to
requirements
6 out of 10 04 out of 10
Evidence Lack in the proper services
which are demanded by the
customers and made them
more effective to increase
the satisfaction of the
customers.
The hotel does not provide least
important to meet the demand of
the customers in improving the
services and the goods so the
customers may feel the value for
money for the services and
increase the experience in the
hotel stay.
Product Selection 8 out of 10 6 out of 10
Evidence Latest technological
advancements and
equipment which are used in
the rooms and all other
operations to increase the
satisfaction level of the
customer and make them
loyal to the hotel.
The hotel was ranked 6/10 as the
selection process was little
ineffective as compared to the
hotel Hilton n providing the
better services and increase the
quality of the services to the
customers. As they focused more
on the revenue generations.
Price and Brand 10 out of 10 02 out of 10
Evidence The hotel focused on the
customer base growth so
that they can increase the
overall revenue generations
and b y deceasing the cost
The brand image in this hotel
was just a ticket to earn more
profits, and they do not have the
effective strategies to increase
the sattiisafacti8on level of the

and prices of the rooms they
also increase the target
market of middle and upper
social class of the society.
customer and make them
decrease their customer
retention. The hotel also had a
very high prices and only
targeted on high social class of
the society. (Groeger, Moroko
and Hollebeek, 2016)
Value-added service 4 out of 10 10 out of 10
Evidence The hotel does not provide
the extra benefits to the
customers as they have
already included every
thong in the hotel room
prices.
The hotel have provided the
customers with the extra benefits
which also helped the hotel to
increase the sales and customers
satisfaction for giving them
value addition.
Relationship and
experiences
2 out of 10 08 out of 10
Evidence Hilton did not focus on the
customer relation and
experiences as they were not
having effective
management and also
decreased the efficiency to
attract more customers.
(Dolan and et.al, 2016)
The hotel focused on the
customer relations and collect all
the data which increase the
efficiency of the hotel.
Conclusion- in this part there is an information about the benefits of customers engagement and
impact in different dimension of the customer values. These parts have concluded that the
customers will be more willing to pay to hotel Hilton as it is more efficient in making the

strategies and what is more important is provided by the hotel to the customers to increase the
satisfaction level.
Part 2 (a) Service Quality-
Service Quality -
Each and every consumer who visit the restaurant or hotel has an ideal expectation for the
services which is want by them. The service quality aims to measure that the services which are
being delivered to the hotel guest are well or not and are compared with the consumers
expectations as they are up to the level that their consumers are fully satisfied. The hotels who
meet expectations of consumers are to be considered as high service quality. Consumers
expected to receive the quality services with fast delivery while they visit the hotel (Dabestani
and et.al., 2016). Five dimensions which is needed by customers when they access the service
quality. These all dimensions can be described below-
Tangibles -
The first dimensions of service quality has to be done with tangibles of services.
Tangibles are physical characteristics of services which is rendered to consumers that are
appearance of building, personnel appearance and cleanliness of facilities. When a guest visit the
hotel, and they see that their table and silverware are dirty it could have negative impact of their
service quality on the guest. Whereas, walking into decorated and beautiful corridor, clean and
arrogant environment along with well-dressed staff can have positive impact on the guest and
directly impacts the quality services (Stefano and et.al., 2015). The Hotel Hilton renders the
service quality to their customers they deliver high quality services and food to their guest along
with clean and equipped table. The ambiance of hotel is so mesmerizing that visitors feel relaxed
to be there and enjoy their precious time with the family and close ones. Whereas, Hotel Marriott
also aims to provide their consumer the excellent service quality, and they render amazing
environment for their guest who visit the hotel. They provide high quality services to the
customers.
Reliability-
The hotel must need to assure that services which are promised by them must be
accurately, dependably and consistently must be provided to the guest over the period to their
consumers. Reliability is the main dimensions for delivery of services (Luo and Qu, 2016). All
the guest who visit the hotel needs that the service quality which is promised to them by the hotel

should be rendered to them. The hotel Hilton provide their consumer with high quality services.
They try to solve all the problems which is being faced by their visitors who visit the hotel.
Always provide service on time and possibly try to offer all service quality to their consumers
which is promised by them. Hence, hotel Marriott mainly focus on providing better service to
their consumers and allows them to enjoy best services at hotel. They charge extra for that and
sometimes they lack behind and couldn't reach to their promised Quality service which must be
provided by them to their consumers. Thus, this is helpful for them to gain huge trust and
satisfaction for their consumers.
Responsiveness-
It is the dimension where customers are responded by the hotel in the timely manner. It is
major dimension which directly impact service quality (Han and Hyun, 2017). Responsiveness is
very essential for hotels that they must be prepared for responding to their visitors quickly. In
hotel Hilton they respond to their each and every consumer problems and complaints quickly and
try to solve their problems as soon as possible. They also actively replies and respond to the
consumers emails, phone calls and queries and try to satisfy their customers. The Hotel Marriott
tries to solve their consumer problems but somehow they delay while responding to their
consumers queries and phone calls thus their consumers feel dissatisfied, and they moved to the
other brand. But they had their focus on their existing customers and try to satisfy them. The
Hotel Hilton tries to solve their guests problem within 30 minutes and allows them to enjoy the
amazing experience at the hotel and visit again to hotel.
Empathy-
In these dimensions the customer must feel special and cared so that they could feel
valued by the hotel. The customer service of hotel Hilton is approachable the visitor or guest can
easily reach to them if they had any problem and queries related to the consumer service. The
customer service and hotel always try to assume the needs and requirement of the guest and try
to satisfy them by meeting their needs and demand. The hotel Marriott also aims at rendering the
appropriate customer service to their guest so that they can satisfy their consumer. They had their
customer service staff to be always available in the hotel and avails with the needs and demand
of their visitors so that their consumer feel valued. This is helpful for them in attracting and
satisfying their customer with the high service quality thus number of visitors can be raised.

That's why this hotel had huge number of visitors per year and day by day they are growing as
they are improving their services with global context.
Assurance-
The another dimension of the service quality implies the trust which is gain by the hotel
for their guest and visitors. It is the major aspect which is essential for the hotels to maintain for
their guest. They had to maintain the trust of their customer that they can trust on the service
quality and must be assured that they would have an amazing experience at the hotel and had an
awesome time with them (Dedeoğlu and Demirer, 2015). The hotel Hilton aims to respect their
guests and maintaining effective communication. The hotel Marriott also aims to render effective
services to their guests and respect their guests and treat them well and satisfy them. They try to
communicate with their customers and guests so that they could be satisfied and their needs and
wants can be fulfilled.
Service Quality Hotel Hilton Hotel Marriott
Tangibles 10/10
They had an awesome physical
appearance, facilitated and
clean hotel.
10/10
They also maintain the
physical appearance of their
hotel and their staff is well-
dressed and discipline.
Reliability 8/10
There service are accurate, up
to the time and renders
services to their guests which
are promised by them (Hahn
and et.al., 2017).
4/10
They sometime delays in
providing the complete and
accurate service to their
customers.
Responsiveness 10/10
They quickly respond to their
guests problems and queries
within 30 minutes.
2/10
They respond to the consumer
which are present in their hotel
many other phone call and