Consumer Choices and Food Services Strategies: Hilton Hotel UK Project

This project proposal investigates the impact of food services on consumer choices and service strategies, using Hilton Hotel UK as a case study. It begins with an introduction outlining the background, aims, objectives, and rationale for the study. The objectives include determining the impact of food services on consumer satisfaction, analyzing preferences affecting strategic planning, and suggesting techniques to develop consumer-satisfactory services. The study employs a literature review to explore existing research on consumer stratification, food quality, and strategic planning in the hospitality industry. The research methodology includes an inductive approach and interpretivism, using random sampling to gather data from 20 hospitality professionals via questionnaires. Data analysis will be performed using a qualitative approach, specifically thematic analysis. The proposal includes a detailed timeline for project activities and a list of relevant references. The project aims to provide insights into how Hilton Hotel can improve its food services to enhance consumer satisfaction and optimize its strategic planning.

PROJECT PROPOSAL
REPORT

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................1
Background..................................................................................................................................1
Aim and objectives......................................................................................................................1
Rationale of study........................................................................................................................2
Literature review..........................................................................................................................2
Research methodologies..............................................................................................................4
Timelines.....................................................................................................................................5
REFERENCES................................................................................................................................6

TOPIC: “To explore impacts of food services on consumer choices and services strategies- A
case study of Hilton Hotel UK.”
INTRODUCTION
Background
Consumer stratification in hospitality industry is a primary concern which enables the
managerial professionals in designing the business concept. Satisfaction will be relevant with the
food, comfort and the various relevant services on which buyers are spending money to have best
experience and quality services. In this research project, there will be determination of factors
which are affecting the consumer satisfaction in a hotel industry. The case study will highlight
the internal scenario of Hilton hotel with respect to have in-depth analysis of the operations.
Similarly, the satisfaction of buyers with the quality of food services will be analyzed and
along with its impact on organizational culture. There will be changes in the plans and policies as
per the changes in the preferences of buyers with the services they required. The improper
ascertainment of their wants will affect brand image as well as growth of organisation (Rahimi
and Kozak, 2017). Therefore, to reduce such issues, there will be suggestive solution being
awarded to the professionals of Hilton Hotel with respect to improve operational activities and
improving the business efficiency in the right manner.
Aim and objectives
Aim: “To explore impacts of food services on consumer choices and services strategies- A case
study of Hilton Hotel UK.”.”
Objectives:
 To determine the impacts of good quality food services on consumer satisfaction
 To analyse the variation in the opinion and preferences affecting Hilton hotel in strategic
planning.
 To ascertain the impacts of food services on consumer choices and services strategies of
Hilton hotel
 To suggest the effective techniques to develop consumer's satisfactory services.
Research questions
 What is the impact of good quality food services on consumer satisfaction?
 What are the opinion and preferences which affect Hilton Hotel in strategic planning?
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 What is the impact of food services on consumer choices and services strategies of Hilton
hotel?
 What are the different techniques for to develop consumer satisfactory services?
Rationale of study
In the recent times, there have been huge operational activities which are being performed
by the hospitality industries. Their main motive is based on serving the best quality services in
all segments that will help in bringing adequate consumer satisfaction. Thus, it will result in
enhancing the revenue and capacity to bear the operational costs. In the run for such success,
there have been various issues which are affecting preparations of hospitality industries. Thus, on
which consumer satisfaction relevant with the food services are the main concern. If a buyer is
not satisfying with the quality, taste as well as freshness of the food, it will affect their health as
well as reduces the image of hotel in the market.
Along with this, satisfaction to buyers are basically determined on analysing their
requirements and expectation from the hotel. It will help the professionals of Hilton Hotel for
developing strategies and operational framework to make appropriate increment in quality of
services. Research is an insight analysis of the current market scenario and determine impacts of
such factors in the revenue generation of the organisation, image in market as well as consumer
satisfaction with the services.
Literature review
Introduced by Gursoy, Cai and Anaya (2017), the current food services operators in the
market are mainly focused to meet the competition which affects the quality of services provided
by them. In terms of meeting the competition and generating higher revenue which bounds them
to reduce the costs implied in such operations. The expenses a firm make in purchasing the best
quality material, ingredient and fresh products which were being reduced by business.
organisation have prioritised the concept which is only based on presenting the quick services,
best taste and retaining the higher consumers. Rahimi and Kozak, (2017) argued that to win
favour and appreciation from consumers which requires proper analysing to their needs and
wants. There must be use of best quality ingredients and products which will help in bringing the
best healthy food services to them. Similarly, such reforms will affect a favourable rise in the
productivity as well as increases the consumer retention power of business.
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Ramanathan, Subramanian and Parrott (2017), investigated that there have been changes in
the opinion and preferences of the buyers within each service industry. It can be relevant with the
demographic, economic, social, technical and legal variations which affects their preferences.
However, there will be changes in their expectation with the industry. The rise in their
requirements and expectation with the business will result in improper ascertainment and
changes in activities. Mun and Jang (2018), sought to determine that meeting consumer
requirements which demand professionals in hotel business to develop strategies in an explicit
decision-making process. Thus, professionals have to analyse the current trending scenario,
market requirements and charges levied on each activity. Along with this, there will be
requirement of making adequate accounts for each department and tasks of business which will
help them in articulate the business activities.
Chand and Slath (2018), strive to establish that satisfaction of buyers with the organisation
will be helpful in enhancing the operational efficiency as well as also creates the brand loyalty
among them. They will be loyal towards to the services and the quality offered by the business.
In respect with this, professionals in such industries have to manage their cost implied in
business terms and in several operations. Kiran and Diljit (2017) said that there have been
influences of the services offered in food industries which are relevant with sales, quality,
intention of purchaser as well as their basic needs with the organisation.
As per the views of Alonso-Almeida and et. al. (2018), in making the strategic plan and the
financial operational plans, there will be requirement of developing the operational strategies. it
is required that the business must keep proper records of all the transactions. Thus, the purchase
of material and process of preparing dishes have to be analysed with the costs implied in it.
Therefore, the use of material, ingredient and the labour in their approach have to be analysed.
Thus, such things will help in developing various strategies and making qualitative changes in
the operational practices. Liat and et. al., (2017) stated that there must be use of budgeting and
variance analyse which will help in future planning and managing the practices accordingly
(Food Service & Hospitality Market Research Reports & Industry Analysis, 2018). There can be
determination of various issues and operations which cane have appropriate ascertainment of
activities performed in the business.
According to Gursoy, Cai and Anaya (2017), there have been variation in the preferences
of the food. Most of the Muslim families require halali meet on which restaurant of hotel
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industries have to keep the appropriate stock of such meet. Along with this, there are various
vegetarian eaters, continental food and specific preparation of traditional foods to keep the stock
and adequate inventories for the business operations will help in retaining large consumer
segmentation.
Research methodologies
Research Methodology provides different method which is used to critically evaluate and
analyze the topic. It helps in knowing the reliability and validity of data collected. Here are
mentioned the essential methodologies used for this report:
Research approach: It is a set of procedure which offers sequential process of
conducting investigation. There are three types of research approaches that is deductive,
abductive and inductive. In this study, scholar will make use of inductive approach which will
helps the individual in reasoning observations and research findings.
Research Philosophy: It is the process which outlines the way and method of collecting
and analyzing information. There are different types of research philosophy that is
interpretivism, positivism and realism (Edson and et. al., 2016). The research will be based on
interpretivism because the aim and objective of study are of human interests.
Sampling: It is the method of choosing small group of population from large probable
sample population. There are various methods of sampling i.e. cluster, stratified, random, non-
stratified etc. However, in this study, the scholar will make use of random sampling method
which helps the scholar in choosing unbiased sample. The sample for the study will be 20
professionals of hospitality industry.
Data collection: It is the data gathering method where researcher focuses on analyzing
sources which are viable and can help in collecting valid and reliable information to address
research aim and objectives (Sandelowski, 2010). There are two data collection method that is
primary and secondary where in secondary the researcher is able to gather facts from already
conducted studies. Primary research is based on collecting current and fresh information and is
collected via questionnaire, focus group, interview, survey, etc.
In this study, scholar will make use of primary data collection method where the
individual will conduct interview of sampled professionals with the help of questionnaire.
Data Analysis: Analyzing data is the most important part of research where scholar is
able to outline research findings. There are two types of data analysis method that is qualitative
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and quantitative. The study will be based on qualitative analysis where the outcomes of primary
collected information will be evaluated with the help of thematic analysis.
Timelines
Project
activities
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literature
review planning
Drafting
literature
designing
framework for
study
Discussion over
framework
Ethical
implication
Approval of
ethical
implication
processing
amendments
Questionnaires
check
Approval of
questionnaires
Submitting
proposal
Gaining
knowledge over
MS excel and
Word
Pilot testing
Recruiting
participants
Collection of
data
Transacting
data
Analysis of
collected
information
Drafting
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reading
redrafting
report of search
Finally,
submitting
project
Other activities
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REFERENCES
Books and Journals
Alonso-Almeida, M. D. M. and et. al., 2018. Sustainability in small tourist businesses: the link
between initiatives and performance. Current Issues in Tourism. 21(1). pp.1-20.
Chand, M. and Slath, A., 2018. Impact of Food and Beverage Service Practices on Customer
Satisfaction in the Food Outlets, Chandigarh, India. International Journal of Hospitality
& Tourism Systems. 11(2).
Edson, M. C. and et. al., 2016. A guide to systems research: Philosophy, processes and
practice (Vol. 10). Springer.
Gursoy, D., Cai, R. and Anaya, G. J., 2017. Developing a typology of disruptive customer
behaviors: Influence of customer misbehavior on service experience of by-standing
customers. International Journal of Contemporary Hospitality Management. 29(9).
pp.2341-2360.
Kiran, K. and Diljit, S., 2017. Antecedents of customer loyalty: Does service quality
suffice?. Malaysian Journal of Library & Information Science. 16(2). pp.95-113.
Liat, C. B. and et. al., 2017. Hotel service recovery and service quality: Influences of corporate
image and generational differences in the relationship between customer satisfaction and
loyalty. Journal of Global Marketing. 30(1). pp.42-51.
Mun, S. G. and Jang, S. S., 2018. Restaurant operating expenses and their effects on profitability
enhancement. International Journal of Hospitality Management. 71. pp.68-76.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing. 34(1). pp.40-51.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Sandelowski, M., 2010. Combining qualitative and quantitative sampling, data collection, and
analysis techniques in mixed‐method studies. Research in nursing & health. 23(3).
Online
Food Service & Hospitality Market Research Reports & Industry Analysis. 2018. [Online].
Available through :< https://www.marketresearch.com/Food-Beverage-c84/Food-
Service-Hospitality-c169/ >. [Accessed on 19th November. 2018].
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