BTEC HND Business Research Project: Hilton Hotel Customer Satisfaction

This research project investigates the impact of service quality on customer satisfaction levels at Hilton Hotels. The report begins by outlining the research objectives, including analyzing the concept of customer satisfaction, identifying factors influencing it, and determining the impact of quality services. It then delves into a literature review, examining key references on customer satisfaction and service quality. The methodology includes primary data collection through questionnaires and secondary data analysis. The research project also includes a detailed project plan with timelines and resource allocation. The project aims to provide recommendations for improving service quality and enhancing customer satisfaction at Hilton Hotels, offering valuable insights into the hospitality industry. The research explores the factors influencing customer satisfaction, the impact of service quality, and suggests ways to improve service delivery using tools like CRM software and employee training. The report offers a comprehensive analysis of the topic, providing a framework for understanding and improving customer satisfaction in the hospitality sector.

RESEARCH PROJECT
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TABLE OF CONTENTS
TASK 1.................................................................................................................................................3
1.1 formulate and record possible research project outline specifications......................................3
Title..................................................................................................................................................3
Background......................................................................................................................................3
Aim..................................................................................................................................................3
Objectives........................................................................................................................................3
Research questions...........................................................................................................................4
1.2 identify the factors that contribute to the process of research project selection........................4
1.3 undertake a critical review of key references............................................................................4
1.4 produce a research project specification....................................................................................5
1.5 provide an appropriate plan and procedures for the agreed research specification...................6
TASK 2.................................................................................................................................................6
2.1 match resources efficiently to the research question or hypothesis...........................................6
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures.................................................................................................................................7
2.3 record and collate relevant data where appropriate...................................................................9
TASK 3...............................................................................................................................................11
3.1 use appropriate research evaluation techniques.......................................................................11
3.2 interpret and analyse the results in terms of the original research specification......................11
3.3 Make recommendations and justify areas for further consideration........................................16
4.1 use an agreed format and appropriate media to present the outcomes of the research to an
audience.........................................................................................................................................17
References..........................................................................................................................................18
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TASK 1
1.1 formulate and record possible research project outline specifications
Title
Analyse the impact of quality of services provided by an enterprise on the customer satisfaction
levels: a case study on Hilton hotels.
Background
The current research report is emphasises on the qualitative aspects of an entity in order to
create larger impact on increasing or decreasing the levels f the customer satisfactions. The quality
of the services offered by an entity is important as catering the needs and the expectations of the
customers is the primary motive of the business (Wong, 2017). Customers are regarded as most
important people in the lives of the business who uplifts the current condition of an entity. The
research report focuses on identifying the capabilities and existing weaknesses in order to improve
the quality of all the services offered to the variety of clients. For a service industry meeting needs
of the clients is a one step towards the achievement of their desired aims and targets.
Hilton hotel are required to conduct swot analysis in order to determine their capabilities and
strengths in order to cover up their deficiency which is suppressing the image of an entity. This
hotel is regarded as one of the largest earning entity in the hospitality industry which is recognised
for meeting the higher expectations by catering their quality oriented services (Kavitha and Ramesh,
2017). The testing of the quality of services will help in improving their current status of all the
services by adding creative touch in the services. The creative touch can be due to the latest
technology that helps in attracting wide number of customers towards the business of Hilton hotel
as all the customers retain with their business due to the changes adopted b an entity. The external
changes are taken into considerations in order to grab higher market opportunities as this would
help in maintaining the higher market share among all the existing competitors. The biggest
competition faced by this entity is from the Marriott international which is dealing their business on
a global level by bringing latest changes in their business by amending their current services.
Aim
“To determine the impact of quality service offered by an entity on the customer satisfaction levels:
a case study on Hilton Hotel”
Objectives
 To analyse the concept of customer satisfaction in business
 To ascertain the factors affecting customer satisfaction levels
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 To investigate the impact of quality oriented services on the customer satisfaction levels
 To determine suggestive ways in order to improve the quality of services on the customer
satisfaction levels
Research questions
 What is the concept of customer satisfaction in business?
 What are the factors affecting customer satisfaction levels?
 Determine the impact of quality oriented services on the customer satisfaction levels.
 Suggestions some ways in order to improve the quality of services on the customer
satisfaction levels.
1.2 identify the factors that contribute to the process of research project selection
Conducting a research project is vast taken by an entity owner in order to ascertain all their
available weaknesses in order to improve their skills and the capabilities. The primary motive of
conducting a research is to stress on suppressed aspects which will determine the success for an
entity owner (Customer Satisfaction, 2017). The current focus of the report lies on analysing the
factors of Hilton hotel in improving their quality of the services as this directly affected the
customer satisfaction levels. Customers are the important entities which are required to be satisfied
by the business as this will affect their business tenure in order to remain ahead in the race of
business.
Resources are used as supporting actors that helps in completing the overall research
conducted by the researchers. Financial resources is basic requisite of starting the research as the
compensation of the researcher appointed is essential in order to obtain the important facts and
figures in accomplishing the desired aims and targets of an entity. Human resources are other
important resources that support the owner in accomplishing smaller tasks and duties in order to
support the overall aim of the business.
1.3 undertake a critical review of key references
Analyse the concept of customer satisfaction in business
According to the study of Grisé and El-Geneidy, (2017) which suggest that customer
satisfaction is used as one of the important marketing tool in which an entity focuses on the tastes
and preferences of their customers. The needs and the expectations of the customers are fulfilled by
developing products or services according to their demands as their major objective is to gain their
trust and confidence. It is that important point in which surveyors will conduct market survey in
order to gather important facts and figures in order to achieve the desired aims and targets of an
entity in relation to the expectations of all the customers. In the current report the Hilton will tries to
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understand the impact of customer satisfaction with the quality they serve to them
Ascertain the factors affecting customer satisfaction levels
Delcourt, Gremler , Zanet and van Riel, (2017) has asserted that an entity owner stresses on
several factors that induces or suppresses the customer satisfaction levels though the supplying of
services from employees to all the clients of the business. The price sensitive customers keeping
close watch on the prices set by the business as higher prices will divert their interest from another
organisation who offers same quality product in affordable products. The quality of the service is
important as there are many substitutes available in the market but due to high quality of products
most of the customers retains with the Hilton hotel.
Investigate the impact of quality oriented services on the customer satisfaction levels
Rahimi and Kozak, (2017) has observed that quality is that link in creating a strong chain
between client and the management by reflecting transparent working conditions of an enterprise.
The prices are set for different quality products in an entity in order to facilitate variety of users to
access quality oriented products in their budget level. This kind of facility provided by an entity will
help in retaining most of the customers within the business for long time period. This current step
taken by the form will help in increasing their brand image.
Determine suggestive ways in order to improve the quality of services on the customer
satisfaction levels
Agarwal, Singh and Agrawal, (2017) has suggested that customer relationship management
software will be executed in the business like Hilton hotel in improving their services. Services
offered by the employees will reflect the actions of the management should be trained by experts of
the industry. Hospitality management course will be mandated by the owner for all the employees
working in the firm in order to deliver quality oriented services to its customers. CRM adopted by
the enterprise will automate all the business functioning whose control will comes under the owner
of the business entity.
1.4 produce a research project specification
Research report is incomplete without designing framework which will cover tools and
techniques and research policies to be used by the researcher (Jha, Balaji, Yavas and Babakus,
2017). Methodology of the research acts a like a guiding statement which gives right direction to an
entity in collecting important facts and information supporting their research.
Primary collection of data- Questionnaires is commonly used technique of primary research in
which research will obtain information personally by observing the situations.
Secondary collecting of data- The information can be obtained by accessing book and journals,
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magazine articles and literature review in which past researches is reviewed in true sense.
Sampling- Random sampling has adopted by the scrutinisers who will collect information related to
the customer satisfaction levels on the basis of quality oriented services offered by an entity. The
researcher will collect information for the research using 50 Sample of population out of the overall
universe.
1.5 provide an appropriate plan and procedures for the agreed research specification
Activities Time scale Amount spent
Selecting aim of the research 10 days £100
Defining objectives of
research
20 days £50
Framing research questions 3 days £75
Appointing researchers 7 days £1500
Preparing project plan 30 days £250
Conducting Literature review 45 days £600
Research methodology 35 days £540
Primary collection of data 60 days £1260
Secondary research 20 days £600
Thematic analysis 12 days £110
Recommendations 5 days £200
Conclusion 10 days £360
TASK 2
2.1 match resources efficiently to the research question or hypothesis
This stage is regarded as one of the important stages comes in the designing of the structure
of the research report as their primary motive is to accomplish all the desired goals and the
objectives framed by the researcher for the business. The information obtained during the process of
research will further help in implementing new policies for an entity. The weaknesses of an entity
will be removed by focuses on the strengths of an entity by eliminate its existing deficiencies lies in
the business (Wong, 2017). The resources are properly allocated on the basis of research questions
prepared by the research whose solution will be found out in the process of research. The prior
assumptions are framed by the researcher before conducting the researcher as this hypothesis will
be tested in the research in order to prove its overall accuracy in the research report.
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The distribution of resources is done on the basis of the basic assumptions develop by an
entity owner that helps in come to the conclusion of the report in obtaining important facts and
figures. The important information will be obtained by an entity owner as this would help in
improving their business in the best possible manner. The financial resources supplied by an entity
will help in improving the existing status of the business in gaining higher market opportunities.
The opportunities will be enjoyed by an entity owner by having financial back up support as their
main role is to achieve higher accuracy in the information collected by them in concluding the
overall of the research project. The factors and other important matter collected o the basis of
customer satisfaction will redefine the existing characteristics of the management.
2.2 undertake the proposed research investigation in accordance with the agreed specification and
procedures
QUESTIONNAIRE
Name-___________________
1. What is your gender?
Male
Female
Transgender
2. How old are you?
 20-30 years old
 35-40 years old
 40-60 years old
 60 and above years old
3. How often you visit the Hilton hotel?
 Once in a month
 Weekly
 Once in a year
 Never
4. Which is place do you prefer to visit other than Hilton hotel from the given below options?
 Marriott International Hotel
 The Continental Hotel
 The Reliable Hotel
5. What are the factors will influence in your decision while spending in Hilton Hotel?
 Price
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 Quality
 Hygiene
 Service
 Products
 Amenities
 Ambience
6. How much do you spend on your first visit to the Hilton Hotel?
 £10-£20
 £20-£30
 £30-£40
 £40-£100
7. How many points you will give out of the scale of 5 for the quality of services offered by
Hilton’s?
 1-2
 2-3
 3-4
 4-5
8. I have find hygiene measures like proper kitchen equipments, serving good food products in the
Hilton hotel.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly not agree
9. Do you find safety measures adopted by Hilton Hotel?
 Yes
 No
10. I visit this place more than once due to a good ambience of the hotel.
 Agree
 Neutral
 Rarely
 Sometime
 Strongly disagree
11. In comparison with the amenities provided by Marriott hotel how much will you rank Hilton
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Hotel on a scale of 5- 10.
 5-6 Satisfactory
 6-7 Good
 7-8 Very good
 8-9 Outstanding
12. Please provide your valuable suggestions on the above mention questions in order to improve
the existing customer satisfactions levels in the business of Hilton
Hotel_________________________
2.3 record and collate relevant data where appropriate
What is your gender?
Male 15
Female 20
Transgender 5
How old are you?
20-30 years old 23
35-40 years old 7
40-60 years old 10
60 and above years old 10
How often you visit the Hilton hotel?
Once in a month 20
Weekly 18
Once in a year 5
Never 7
Which is place do you prefer to visit other than Hilton hotel from the given below options?
Marriott International Hotel 30
The Continental Hotel 15
The Reliable Hotel 5
What are the factors will influence in your decision while spending in Hilton Hotel?
Price 8
Quality 12
Hygiene 3
Service 10
Products 3
Amenities 5
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Ambience 9
How much do you spend on your first visit to the Hilton Hotel?
£10-£20 10
£20-£30 20
£30-£40 10
£40-£100 10
How many points you will give out of the scale of 5 for the quality of services offered by
Hilton’s?
1-2 10
2-3 5
3-4 10
4-5 25
I have find hygiene measures like proper kitchen equipments, serving good food products in the
Hilton hotel.
Strongly agree 28
Agree 8
Neutral 2
Disagree 1
Strongly not agree 1
Do you find safety measures adopted by Hilton Hotel?
Yes 35
No 5
I visit this place more than once due to a good ambience of the hotel.
Agree 36
Neutral 5
Rarely 3
Sometime 1
Strongly disagree 1
In comparison with the amenities provided by Marriott hotel how much will you rank Hilton Hotel on 5- 10.
5-6 Satisfactory 8
6-7 Good 9
7-8 Very good 13
8-9 Outstanding 20
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TASK 3
3.1 use appropriate research evaluation techniques
There are basically two important research evaluation methods to be used by the researchers
in collecting quality oriented facts relevant to the current research study. The extraction process will
be conducted in which only relevant facts and information is further processed and all irrelevant
facts are extracted in order to use in the later research.
Qualitative research- this kind of research evaluation technique emphasises on the non-monetary
facts and information collected by an entity owner in order to support their business aim and targets.
This approach emphasises on deeply interviewing aspects in order to dig out information for
conducting research (Liat, Mansori, Chuan and Imrie, 2017). The research study will focuses on
analysing all the areas of the business on their contribution in improving customer satisfaction. This
can be done through cross questioning all the employees working in an entity.
Quantitative research- this technique is opposite of the above approach that emphasises on the
monetary aspects including facts and numerical. In this particular technique data collected by the
researcher will be tested using various tools using SPSS and data will be sorted using excel in order
to form business decisions to select or reject the information.
3.2 interpret and analyse the results in terms of the original research specification
Theme 1 Gender of customers
Interpretations
It has been observed from the figure thaat most of the customers of the hilton hotel are
female who are highly predictive about selecting services which created complexity for the
business.
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Theme 2 Age of customers of Hilton Hotel
Interpretations
The survey has revealed that majority of cutomer’s age limit belongs to the young
generation who get satisfied with the latest services provided by the firm using technology,
creativity and innovation.
Theme 3 Frequency of visit of customers in the Hilton Hotel
Interpretations
Majority of customers visited once in a month in this hotel due to the higher popularity of
the hotel as compared to all other hotels located in the same industry in order to give tough
competitio to an entity.
Theme 4 Competitors of Hilton Hotel
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Interpretations
Marriott hotel has another famous destination for hang out and rest apart from the services
offered by Hilton Hotel to alll its clients. This entity are required to redefine their services in order
to remain competitive.
Theme 5 factors influencing the decision of customers while purchasing services in Hilton
hotel
Interpretations
The above figure shows that quality remains on the top race in influecing the decision of
customers while purchasing services offered by an entity. Quality can be maintained by demolishing
loss generating units.
Theme 6 Sum of money on an average spend by customers
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Interpretations
Majority of customers spent on an average 20GBP to 30GBP while on their first visit in the
hilton hotel.
Theme 7 Quality evaluation of services offered by employees of Hilton hotel
Interpretations
The good brand image of this hotel is helpful for an entity which is the reason this top in the
eyes of most of the customers.
Theme 8 Opinion of customer regarding hygiene measures followed by an entity
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Interpretations
Wide number of customers visited the Hilton Hotel are agreed with the fact that foodds
served here is according to the International Food authority standards.
Theme 9 Hilton Hotel give preference to the safety of customers or not
Interpretations
Safety of the customers is main motto of this organisation that is the reason being favourite
among most of customers.
Theme 10 Overall ambience of Hilton hotel in attracting its customers
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Interpretations
More number of people has agreed on the fact that ambinec of the place is mesmerising that
steaals attention of most of the users towards this entity.
Theme 11 Rank of Hilton Hotel against their competitor
Interpretations
Hilton Hotel enjoyed good image amomg its customers as they beatten all the competitors
by improving their performance.
3.3 Make recommendations and justify areas for further consideration
Recommendations
It can be recommended to Hilton hotel to secure their current position by eliminating all the
existing competition from the markets (Fornell, Morgeson III and Hult, 2016). It can be done by
providing quality oriented services in affordable costs, reducing employee cost by appointing
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voluntary employees or internships of hospitality management schools.
Conclusions
It can be articulated from the above study that customer satisfaction is created by Hilton
hotel by showing their positive sides to the whole world. Quality is regarded as important aspects in
enhancing the current market position of an entity in relation to its rivals.
4.1 use an agreed format and appropriate media to present the outcomes of the research to an
audience
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REFERENCES
Books and Journals
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.
Delcourt, C., Gremler, D., De Zanet, F. and van Riel, A., 2017. An Analysis of the Interaction Effect
between Employee Technical and Emotional Competencies in Emotionally Charged Service
Encounters. Journal of Service Management. 28.
Grisé, E. and El-Geneidy, A., 2017. Evaluating the relationship between socially (dis) advantaged
neighbourhoods and customer satisfaction of bus service in London, UK. Journal of Transport
Geography. 58. pp.166-175.
Agarwal, A., Singh, D. and Agrawal, G., 2017. PRM index: a customer satisfaction enhancement
tool for Indian automobile sector. International Journal of Management Practice. 10(1). pp.49-
74.
Jha, S., Balaji, M. S., Yavas, U. and Babakus, E., 2017. Effects of frontline employee role overload
on customer responses and sales performance: moderator and mediators. European Journal of
Marketing. 51(2).
Wong, A., 2017. The relationship between Institution Branding, Teaching Quality and Student
Satisfaction in Higher Education in Hong Kong. Journal of Marketing and HR. 4(1). pp.169-
188.
Liat, C. B., Mansori, S., Chuan, G. C. and Imrie, B. C., 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. pp.1-10.
Kavitha, A. and Ramesh, K., 2017. A Study on Customer Satisfaction Towards Johnson & Johnson
Baby Care Products in Namakkal District.Indian Journal of Applied Research. 6(9).
Fornell, C., Morgeson III, F. V. and Hult, G. T. M., 2016. An Abnormally Abnormal Intangible:
Stock Returns on Customer Satisfaction. Journal of Marketing. 80(5). pp.122-125.
Online
Customer Satisfaction, 2017. Available through:
http://www.managementstudyguide.com/customer-satisfaction.htm [Accessed on 22nd
March 2017].
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