Case Study: Improving Customer Satisfaction at Marriott Hotel

This case study explores customer satisfaction and loyalty within the hospitality sector, focusing on Marriott Hotel. It assesses factors significant to customer satisfaction, identifies problems faced by Marriott in meeting customer needs, and evaluates the role of employee satisfaction in delivering superior service. The research employs primary and secondary data, including a questionnaire to gauge customer perceptions of service quality, brand reputation, and employee interaction. Findings indicate that while many customers are satisfied with Marriott's unique services and responsiveness to their needs, there are areas for improvement. The study emphasizes the importance of quality service, effective employee interactions, and continuous market research to enhance customer satisfaction and foster long-term loyalty in the competitive hospitality industry. Desklib provides access to this and other solved assignments.

Customer satisfaction is that element which helps to organization to maintained long term growth. In the present era where competition among
hospitality industry. Customer's satisfaction is important element in hospitality industry as it completely based on services. Different types of
methods which are used by firm for customers satisfaction such types of methods helps to business concern for building strong relationship with
their customers. For conducting research on Marriott hotel different types of method has been used. In this research, researcher uses many types of
tools and techniques. Primary and secondary both data has been used for conducting research.
Introduction
Customers satisfaction is essential elements which helps to organization to
ensure long term growth. It is that factor which assist to business firm to take advantage of competitive
business environment. In modern era competition in hospitality industries has been raised and they
want to raise number of customers (Pike, 2015).
Statics of customer satisfaction
On a 1000 point scale, score of satisfaction of customer recorded is 707 as per
the research of J.D. Power 2014. Recommendation plays major role in earning loyalty and it was found
that 19% customers recommended their friends and relatives to visit Marriott Hotel. In terms of
management, 54% customers were satisfied.
Aim “A study of improving customer satisfaction and retaining loyal customers within hospitality businesses- a
case reference to Marriott hotel”
Objectives To assess the factors which are significant for customer satisfaction in Marriott hotel.
To identify the problems faced by Marriott in satisfying customers.
To evaluate the needs of employee satisfaction in regard to deliver better customer services.
To give recommendations for improving customers satisfaction At Marriott hotel
Research questions
What are the needs of employee in order to deliver better customer service?
What are the most significant factors for customer satisfaction?
What are problems faced by hotel in satisfying needs of customers?
Importance of conducting research
The main objective of the research conducted was to identify customer satisfaction
and experience in reference of Marriott Hotel so that prevailing work and methodologies to acquire consumer’s
loyalty could be identified and accordingly necessary improvements could be introduced in the working
practices. It would also analyze ways adopted by the organisation to improve client’s happiness.
Rationale Every organization wants to build long term business relation with their
customers and along with this they also want to increase their level of satisfaction. In
order to gain competitive business environment quality of services play important role
specially in hospitality industry (Gensler and et.al., 2013). In this particular industry,
quality of services is important part which helps to gain maximum customers with this
variety of services is also effected on the level of satisfaction on customers. If customers
gets maximum mixture of services then it helps to raise their satisfaction level. Better
services helps to develop effective relations with customers and it also helps to enhance
profits maximization.
` Due to increases in competition in hospitality industry. Satisfy
customers become relevant topic which needed to be discussed within firm (Saldanha
and O'Brien, 2014). Along with employees contribution is created equal impact on the
customer's satisfaction level.
:
Literature Review:
Customers satisfaction is important factor in every organization because this factors helps to
organization to maintained their value in the organization and helps to gain customers loyalty
as according ((Chawla, (2016). In every organization it is important that customers get full
satisfaction regrading to services which they are provided by organization. Ass according to
(Gensler, and et.al., (2013.) in hospitality industry it quality of services play crucial role in
order to retain customers for long term. It is perception of value which provide entity for
customers. Now -days in hospitality industry, business firm offers different types of services
to their customers so they gain maximum customer's satisfaction.
As according to ( Leavy, (2016) there are different types of
methods which are used by firm for customers satisfaction such as quality services, luxury
decoration and along with these offers many associated services to customers. Through such
type of services business concern build strong relationship with their customers. A customer
is either products specific or service specific. Satisfaction means that customers is sticking
with the brand or company. Hospitality industry is based on service so customers are seeking
towards more quality services in this industry. Satisfaction of customers are based on the
value and experience which they gain from consumption of services from organization.
As according to (Smith, (2015) there are different types of
methods which helps to gin customers satisfaction. The best method which can used by
organization to gain customers satisfaction is to fulfill consumer's expectation. The higher
level of demand are fulfilled by organization as it helps to raise individual satisfaction.
According to (Gensler, and et.al., (2013) there are many business firms which conduct market
research to know exact value and perception of customers. In order to gain consumers
satisfaction it is essential for know their level of taste and their expectation so it helps to
entities for fulfill their desires and raise quality of services.
As according to (Talbot-Smith and et.al., (2013) another
factors which helps to raise customer's satisfaction is interaction of employees with their
customers. In hospitality industry most of the time interaction is done by their employees so it
is essential that proper training should be provide to workers of entity.
According to (Wilcox and Stephen (2013) there are different
types of problems which are faced by organization to satisfy their customers. Due to raise in
level of competition in hospitality industries consumers satisfaction become a crucial topic
which need to be discussed within industry to solve same. Along with this hospitality
industry is also facing problems regrading to satisfaction is lack of resources. In UK many
companies which face problem with are associated with financial and human capital.
According (Leung And et.al., (2013) In hospitality industry it is every important to make
effective interaction with their consumers. In this they have to give proper training to their
workers so they can provide better services to consumers. Along with this in many
organizations there is lack of human capital. Firm are not recurring qualified workers for
their business.
According to (Hancock and Algozzine (2015) employees
satisfaction level is also play important role in order to raise customers satisfaction. If they
make effective interaction with customers then it helps to organization for retain them fir long
term purposes. Along with this training and development p is also needed to provide to
workers. With the help of training and development programs. Workers skills and knowledge
arise they can attain service receiver in effective manner. According to (Leung And et.al.,
(2013) organization gives equal chance to their employees so they can also ensure their
growth with firm's growth.
People are satisfied when they are offered quality services and
products with their preferences. Over the time, the concept has evolved and will continue to
prevail as nowadays people are availed with several options for a single product , therefore
demand for customer satisfaction has increased to hold them with the firm. It is also needed to
research on demands raised by them and necessary actions are required to be taken up in
order to achieve performance and efficiency in business along with acquiring satisfaction and
loyalty of consumers.
Theory of customer satisfaction
Satisfaction basically involves three elements that are
cognitive, affective, behavioral. Expectations represents beliefs that a product will display
which is related to satisfaction that is based on experiences. It could also be identified by how
frequent the product has been used by consumer. For example, in our reference case of
Marriott Hotels, number of times people preferring hotel for stay would represent how much
a customer is satisfied with the services provided by it.
.
Findings, Analysis & Discussion
Topic chosen page 1
Questionnaire
Name
Age
Gender
1) Are you regular customers of Marriott hotel?
 Yes
 No
 Not sure
2) Is hotel is providing unique services ?
 Yes
 No
 Not sure
3) Are you satisfied with Hotel's services?
 Yes
 No
 Not sure
4) Do You agree that services which provide by hotel is according to customer's need?
 Agree
 Neutral
 Disagree
5)What are the factors that attracts you to take services of Marriott hotel?
 Brand reputation
 Quality services
 Other
6) Is hotel's employees making effective interaction with visitors?
 Yes
 No
 Not sure
7) Do you agree that quality of service is important for increases customer's satisfaction?
 Yes
 No
 Not sure

Primary Research Findings, Analysis & Discussion
Theme 1: Regular customer of hotel
Interpretation: from the above graph it is interpreted that most of the customers consume regular services of hotel. From the above graph it is also considered that 7 customers says yes out
of 15, 5 customers says NO and 3 customers says that they are not sure. So it is say that most of the customers are regularly consumer services of hotel.
Theme 2 : Hotel is providing unique services
Interpretation: Most of the customers of hotel say that they are providing unique services to them. 8 out of 15 customers says yes, 4 customers says No and 3 customers says they are not
sure. So from the above graph it can be interpreted that Marriott hotel is providing unique services to their customers. Which helps to them for raining customer's satisfaction.
Theme 3: Customers satisfied with hotel's services
Interpretation: in order to market research it is assessed that most of the customers of hotel are satisfied with their services. From the above graph it is interpreted that 9 out of 15
customer's says yes, 5 customers' s says No and 1 customers are not sure. So it can be assessed that most of the customers are satisfied with organization's services.
Theme 4 Hotels is providing services according to customer's need.
Interpretation: In order to gain customer's satisfaction it is important to provide services as according to their precipitation and taste. From the market research it has been assessed that 10
out of 15 customers are agreed that Marriott hotel is providing services as according to their preferences. 3 customers are neutral and 2 customers are disagreed. So it can be assessed that
hotel is providing services as according to customers preferences.
Theme 5: factors which attracts more customers in business
Interpretation: from the market research it has been assessed that there are different types of factors which can attracts more customer's in business. Marriott hotel it has been assessed
that 6 out of 15 customers says brand reputation. 7 customers says that quality services and 2 customers says that other factors effects them. So it can be says that quality services is factor
which attracts more customers in business
Theme 6: Hotel's customers is making effective relationships with visitors
Interpretation: from the market research it has been assessed that Marriott hotel employees are making effective interaction with their visitors. From the research it has been assessed that
8 out of 15 visitors says yes, 4 customers says No and 3 customers says that they are not sure. So it can be says that hotel's employees marketing effective relationship with customers.
Theme 7: Quality of service is important for increases customer's satisfaction
Interpretation: From the market research it has been assessed that quality services is more important to increases customer's satisfaction. From the market research most of the customers
says yes. 9 out of the 15 customers says yes, 4 customers says no and 2 customers are not sure. So it can be says that quality services is important factor to gain customers satisfaction.
Conclusion and recommendation
CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above research it can be concluded that to raise customers satisfaction it important process in hospitality
industry. To remain competitive in the market it is required for every business to offer quality products and services to
the customers so that they could be retained with the firm. Customers could be attracted by providing attracting
packages and offers. There are different types of factors which can effect organization and it quality , in order to
maintained customer's satisfaction. To gain competitive business environment customer's satisfaction play important
role. Hospitality industry offers different types of services so they can gain customer's satisfaction. Due to raise in
competition in hospitality industry, Marriott hotel is providing different types of services and give training to their
employees so they can make effective interaction with them. However, firm can use advance technology to gain
customer's satisfaction.
RECOMMENDATIONS
In order to gain customer's satisfaction Marriott Hotel need to raise their loyalty. Loyalty is important factors which
helps to organization so they can survive for long term. In the hotel can make engagement plan which helps to them
for conducting different types of activities. This engagement plan hotel receive feedback and then make correct
respondent to them. Consumer loyalty establishes a relationship between the company ,product or services. So the
engagement plan aid value in its services. Along with this hotel can also make engagement with many other hotel to
retain their customers.
Another recommendation which should be followed by company is listen to their customers. In order to gain
customer's satisfaction entity need to make focuses on consumer's preferences and their taste. In research it is
identity that most of the customers are satisfied with hotel's services but for the long term growth they need to make
focus on current trends and requirement which helps to them for building strong relationship with their customer.
Along with this frim can also use oif social media in order to make aware to their customers regrading to their services
and in which they offers services to their visitors.
References
Books and Journals
Chawla, L. ed., 2016. Growing up in an urbanizing world. Routledge.
Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the social media environment.
Journal of Interactive Marketing. 27(4). pp.242-256.
Gerena, L. and Verdugo, M. D. R., 2014. Analyzing Bilingual Teaching and Learning in Madrid, Spain: A Fulbright
Scholar Collaborative Research Project. Gist: Education and Learning Research Journal. (8). pp.118-136.
Hancock, D. R. and Algozzine, B., 2015. Doing case study research: A practical guide for beginning researchers.
Teachers College Press.
Leavy, P., 2016. Essentials of transdisciplinary research: Using problem-centered methodologies. Routledge.
Leung, D. And et. al., 2013. Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism
Marketing. 30(1-2). pp.3-22.
Pike, S., 2015. Destination marketing. Routledge.
Saldanha, G. and O'Brien, S., 2014. Research methodologies in translation studies. Routledge.
Sengupta, A. S., Balaji, M. S. and Krishnan, B. C. 2015. How customers cope with service failure? A study of brand
reputation and customer satisfaction.Journal of Business Research, 68(3). pp.665-674.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Talbot-Smith, M., Abell, S.K., Appleton, K. and Hanuscin, D.L. eds., 2013. Handbook of research on science
education. Routledge.
Wilcox, K. and Stephen, A.T., 2013. Are close friends the enemy? Online social networks, self-esteem, and self-
control. Journal of Consumer research. 40(1). pp.90-103.
Topic chosen page 2
Research Methodology
Research methodology
It is considered as the most important part in research which provide clear
understanding to individual regrading to different types of tools and techniques which are use by
research in order to make research (Pike, 2015). These tools and techniques helps to
researcher to achieve adequate research on aims and objectives of study. Following are
research approaches which used by researcher in this study.
Research approach
There are different types of approaches which research
approach which can be used by research in conducting research (Gerena and Verdugo,
2014). Mainly there are two types of approaches i.e. deductive and inductive. Under this
research deductive approach has been used . With the help of this approach researcher
can collected in depth research and gain knowledge regrading to customer's satisfaction.
This research helps to scholar to make research and collect data from the existing sources.
Research design
It is that type of tools and technique which used by
researcher to analyze and collection of data. This refers to use of different types of
approaches which helps to investigator to make analyzer of investigation in logical way.
There are various types of research design such as descriptive, correlations, review etc. For
the making research on the satisfaction of customers descriptive approach has been used
(Sengupta, Balaji and Krishnan 2015). This approach provide clear cut information to
research in order to make research.
Data collection
It is process which can be is used by research for collecting
data and making target to their variables in effective manner. This process helps to
researcher to achieve their aims and objectives. Basically there ar two type of process of
collecting data i.e. primary and secondary (Gerena and Verdugo, 2014). This research
primary data are collected through making questionnaire and in secondary data are
collected by using different types of books and journals. In this research researcher use
both sources for collecting data.
Sampling
It is one of the effective way which used by research to
maker research on primary information (Chawla, 2016).For making research on Marriott
hotel researcher uses random sampling methods. Under this method researcher use
sample size of 15 customers of hotel. With the help of developing questionnaire for
customers this process assist to collected data in effective manner.
Data Analysis
After , collecting data which process is used by researcher to
make analysis of data which are collected from different source (Gensler and et.al., 2013).
Under this process researcher analyze of data by using different tools which mainly
includes quantitative and qualitative method. In this researcher uses qualitative approach
and present data in from of graphs and charts.
customers consume regular services of hotel. From the above graph it is also considered that 7 customers says yes out of 15, 5 customers says NO and 3 customers says that they are not sure. So it is sa