Investigating Marketing's Role in Marriott's Customer Satisfaction

This research project investigates the impact of marketing strategies on maximizing customer satisfaction within the context of Marriott Hotel. The study begins with an introduction outlining the research's background, significance, rationale, aims, objectives, and key research questions. Chapter 2 provides a comprehensive literature review, exploring the concept of consumer satisfaction, the role of marketing in enhancing it, and various strategies Marriott can employ to attract customers. The methodology chapter details the research design, philosophy, approach, strategy, data sampling methods, ethical considerations, and the timeline of the project. The subsequent findings and analysis chapter presents and interprets the data collected, followed by recommendations and conclusions in Chapter 5. The research aims to understand consumer satisfaction, analyze marketing's role, and identify effective customer attraction methods for Marriott, contributing to the broader understanding of marketing's influence in the hospitality sector.

RESEARCH
PROJECT

Table of Contents
TITLE: “To investigate the impact of marketing in maximising consumer satisfaction”. A study
on Marriott Hotel. ...........................................................................................................................1
CHAPTER 1 - INTRODUCTION...................................................................................................1
Overview of research..............................................................................................................1
Background of research..........................................................................................................1
Significance of study..............................................................................................................2
Rationale of the study.............................................................................................................2
Research aim..........................................................................................................................3
Research Objectives...............................................................................................................3
Research Questions................................................................................................................3
CHAPTER 2 - Literature Review....................................................................................................3
Concept of consumer satisfaction...........................................................................................3
Role of marketing in enhancing customer satisfaction...........................................................4
Various ways through which Marriott hotel can attract customers........................................5
CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................7
Type of research.....................................................................................................................7
Research philosophy...............................................................................................................7
Research approach..................................................................................................................8
Research Design.....................................................................................................................8
Research strategy....................................................................................................................8
Data Sampling........................................................................................................................9
Ethical Consideration.............................................................................................................9
Time scale...............................................................................................................................9
CHAPTER 4 - FINDINGS AND ANALYSIS..............................................................................11
CHAPTER 5 - RECOMMENDATION AND CONCLUSION....................................................20
Alternative Research Method...............................................................................................20
Reflective..............................................................................................................................20
Conclusion............................................................................................................................20
Recommendation..................................................................................................................20

REFERENCES..............................................................................................................................22

TITLE: “To investigate the impact of marketing in maximising consumer
satisfaction”. A study on Marriott Hotel.
CHAPTER 1 - INTRODUCTION
Overview of research
It is important for an organisation to focus on maximising customer satisfaction by
offering them variety of services and goods. In hospitality industry, customer satisfaction is
largely hooked upon quality of services and facilities which are provided by hotel staff members
(Hill and Alexander, 2017). Management approach is being considered as an effective strategy
through which customer satisfaction can easily be improvised. This will directly enhance the
image in much more positive manner. Customer satisfaction is one of the effective factor which
help in gaining higher success and growth in an organisation. At the time of attaining higher
customer satisfaction, companies would require to notice how and when their buyers are satisfied
regarding their goods and services. In current time period, most of the hotels basically follows
various types of marketing strategies which are based on target market demand.
It is being found that, a satisfied customer have an indirect impact on profitability when
they share their opinions with other consumers. When it comes to market the products and
services, improvising the brand image and many other things; social networking sites play an
important part in shaping attitudes towards a company and its products. By maximizing customer
satisfaction and encouraging customers to post their views on a forum or product review site,
organisations like Marriott can attract new customers who use the reviews to make their
purchasing decisions.
Background of research
Marriott is an American multinational diversified hospitality company which manages
and franchise the advanced portfolio of hotels and related lodging services or facilities. It is the
largest hotel chain in all over the world (Storey, 2016). There are around 30 brands along with
7000 properties in 130 nations and boundaries in the world.
Along with this, it has been analysed that maximizing satisfaction level of a customer,
makes an important contribution to maximizing profitability, although other factors such as cost
control, productivity and marketing strategy also impact the bottom line. By maximizing
customer satisfaction, a company like Marriott can increase the opportunity for repeat sales to
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customers, while reducing the cost of sales and marketing. Customer satisfaction directly aid a
business organisation like Marriott to directly improve customer loyalty, reducing the need to
allocate marketing budget to acquire new customers. Satisfied customers may also recommend
services provided by a business organisation to other potential customers, increasing the
potential for additional revenue and profits at the same time. This was the time when company
started rapidly going through different challenges, which impacted negatively upon overall
performance level of Hotel. This happened because hospitality sector gets change on a regular
basis. Here, Marriott did not adopted the same and this impacted negatively upon there
reputation, which affected customers satisfaction also.
Significance of study
The importance of this research is to analyse the impact of marketing in order to increase
customer satisfaction. Marketing play an essential role in gaining attention of large number of
buyers towards Marriott hotel goods and services (Hair Jr and et. al., 2015). Basically, this study
will help in examining customers needs and wants and through this, required modifications
within the products and services can be made. Along with this, another reason behind choosing
this topic to conduct the whole investigation is that, the longer customers remain loyal to
Marriott, the more valuable they are to the business. Along with this, an organisation like
Marriott can easily use a metric such as lifetime customer value to measure the impact of
customer satisfaction on long-term profitability.
Rationale of the study
The basic reason behind conducting the investigation on the topic customer's satisfaction
is because, it is being found that there are many areas which previous investigators did not
examined in a rightful manner. Along with this, it is being found that less effective marketing
approach might impact upon overall performance level of a business company. This directly
impacts negatively upon customer's satisfaction level. This majorly takes place at the time of
facing any sort of change within the business environment (Herzberg, 2017). Therefore, it is
much needed for businesses that are dealing in travel and tourism sector to adopt those changes
as per the requirements so that right amount of satisfaction can easily be given to customers.
Along with this, personal interest of investigator has also helped researcher in adopting this topic
to conduct the investigation in specified time frame.
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Research aim
This is being considered as one of a crucial section of a research, which is being build at
initial level because without an aim, a research cannot be completed (Wahab and et. al., 2016). In
present context, the aim of this research is “To investigate the impact of marketing in maximising
consumer satisfaction”. A study on Marriott Hotel.
Research Objectives
 To understand the concept of consumer satisfaction.
 To analyse the role of marketing in enhancing customer satisfaction.
 To identify various ways through which Marriott hotel can attract customers.
Research Questions
 What is the concept of consumer satisfaction ?
 What is the role of marketing in enhancing customer satisfaction ?
 What are the various ways through which Marriott hotel can attract customers ?
CHAPTER 2 - Literature Review
Concept of consumer satisfaction
According to the view of Sophia Bernazzani, (2017), consumer satisfaction is the term
which can be used for describing a scenario when an exchange meets the demand and needs of
its desired users. It captures the provision of goods or services which assist in satisfying
customer's expectations in terms of quality and service in relation to price. Customer satisfaction
is the business term which can be used for measuring and evaluating how supply of goods and
services exceed buyers desires. It will help in measuring how the wants and response are
cooperated and offered to potential customer expectation.
On the other hand, it can be said that customer satisfaction refers to the measure which
clearly reflects that how needs and expectation of customers are fulfilled by company in effective
manner. It has been further seen that customers satisfaction basically increases when their desires
are fulfilled by suppliers. It is seen as the most essential part of business success as if company
holds maximum number of customers who are satisfied with their services then it is easier for
them to enhance their profits in effective manner. Along with this, it can also be said that better
customer support is helpful for company as satisfied customer also do positive mouth publicity
of company with which their number of customer will definitely increase. Along with this, it is
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being found that before purchasing or taking any sort of services, customers within the
hospitality sector, always have their personal expectation about its performance. At the time of
buying or utilising range of services, expectations of customers gets fulfilled, it directly impacts
positively on their mind sets. On the other hand, if services are under the expectations of
customers it directly impacts negatively on the same. Basically, customers are said to be satisfied
only if there are positive feedbacks coming from consumers. However, in any case, the level of
customer satisfaction is different between different customers because each of them owns their
personal needs, demands as well as experiences (Pearson, 2016).
Therefore, it is vital for hotels like Marriott to grab a good position within the market
through offering customers with right amount of products and services. Through this, their
expectations could easily be fulfilled. On the other hand, it is being analysed that it is much more
vital for business company's like Marriott to uphold and develop their services as per the
requirements of clients through which maximum benefits could easily gained by them right on
time.
Role of marketing in enhancing customer satisfaction
As per the view of Katarína Kasalová, (2018), marketing play an important role in
enhancing customer satisfaction by offering them required services and facilities. This will assist
in gaining attention of domestic as well international customers in relation to their products and
services. Marriott hotel use marketing for promoting their products and services through
different channels such as social media, Facebook, Instagram, YouTube and many more. It will
help company in order to reach with large number of customers and satisfy their needs and
demands in better manner. With the help of using various method of marketing, Marriott hotel
can easily reach with desired goals and targets. Along with this, there are a few role of marketing
which can be considered as some of crucial approaches that helps in enhancing the customer's
satisfaction level and these are:
Monitoring and managing social media : One of the vital most role of marketing
department of an organisation like Marriott can be, manage and maintain the social media pages
of the company. This directly impacts upon customer's satisfaction because any wrong feedback
given by individuals on Facebook, or any other social sites' might directly impact overall
performance level of the business company. Along with this, it is being found that, it is also
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required for marketing manager to manage all the accounts, away with carefully watch what’s
being posted about the company online in order to manage the satisfaction level.
Conducting customer and market research : Another crucial role of a manager of
marketing which basically required by a company to manage the overall satisfaction of
customers towards products and services of companies like Marriott Hotel (Hill and Brierley,
2017). This role basically manage the customer's needs and requirements and also manage the
existing strategies or products as per the essential inevitably through enhancing the benefits in
specified time frame.
Overseeing outside vendors and agencies : Marketing is typically responsible for
selecting and managing the agencies and vendors who produce marketing materials and
or/provide marketing support. These may include ad agencies, print vendors, PR agencies or
specialists, Web providers, etc. this may directly offer customers with good experience through
fulfilling their expectations.
Various ways through which Marriott hotel can attract customers
According to the view of Dave Kenney, (2019), there are various issues and challenges
faced by Marriott hotel while gaining attention of large number of customers by providing them
effective goods and services (Baker, 2016). There are various ways through which hotel can
attract customers in better manner such as offer variety of goods and services, fulfil their needs
and requirements, focus on quality based products and services in better manner. On the other
hand, it can be said that some of ways through which Marriott Hotel could attract customers are
given beneath:
Personalize the Hotel Experience : This is one of the crucial and vital most of way
through which marketing department of Marriott could easily enhance the customer's satisfaction
level and this can also attract public and turn them into their clients. Changing the rooms,
considering the requirements of customers will directly help them in building up feeling like
home among clients. With the help of this, it can easily be said that a company like Marriott
Hotel could easily grab a good position within the market through offering customers with higher
experience related to hospitality services. It is being found that, altering curtains as per the
choices of consumers and many other things may easily help Marriott in gaining competitive
advantages.
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Check in With Your Guests : Another vital most way through which a hotel could easily
grab a good position within the market or attract customers in a short span. Most of hotels like
Marriott wait for feedbacks in order to enhance their experiences regarding the services which
are being offered by them. Over here, it is essential for companies rather than waiting for a
negative review, a manager should visit rooms of Marriott hotel with customers and make
modifications just when it is needed based on the point of views of customers (Blythe and
Martin, 2019).
Evaluate Rooms : Marriott's managers are required to manage the hotel rooms and
evaluate them regularly through which they can effectively initialise the overall strategies
regarding grabbing the attention of customers. A room with retro look, clients are not looking
for, which means it is the world of modernisation and people are looking to have a better
experience with modern services with unique factors. If Marriott understands the same, it can
easily be said that hotel could attract much more customers than they desired for.
Go Green : Using electronic cars of less pollution emitting cars for transport could help a
hotel like Marriott in grabbing a good position within the market and side by side it, may aid
hotel in attracting customers as well. In present time, many organisations within hospitality
sector are doing the same in order to save the environment which is directly grabbing attention of
clients as well.
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CHAPTER 3 – RESEARCH METHODOLOGY
Research methodology is being considered as one of a crucial segment within a research
investigation which helps in collecting the data, identifying which method is useful to pull out
the best results regarding the topic. Along with this, it is being found that overall investigation
cannot be done without using a research methodology. On the other hand, it can also be said that
investigation majorly becomes much more effective when investigator uses right approaches in
specified time frame (Lee, Lanting and Rojdamrongratana, 2017). This mainly includes a range
of things like type of investigation, philosophy, ethical consideration, approach, strategies and so
on which helps in pulling out desired outcomes in specified time frame. Some of the elements
under this are given beneath:
Type of research
It is one of the essential section of research methodology through which an investigator
can easily analyse and examine data towards area of topic. There are two types of research
method which includes qualitative and quantitative which help in collecting and gathering
accurate data. In present context, qualitative research is basically a scientific method which helps
in observing human perception through considering non-numerical data. In this, researcher can
use qualitative research which can assist in providing accurate information and data regarding
specific topic, the basic reason behind choosing qualitative research is that, topic which
investigator has chosen is directly connecting to this type of research and qualitative
investigation will help researcher in pulling out favourable outcomes as per the requirements
(Hwang and Hyun, 2017).
Research philosophy
In this section, interpretivism and positivism are determined as an important philosophy
which are adopted by an investigator which can assist in acquiring results and outcomes. In
addition to this, interpretivism philosophy will be used for acquiring valid and accurate
conclusion by researcher. In this current research, positivism is basically not fitting for
conducting research because this is provide valid conclusion of the study. With the help of this,
the topic which has been chosen by the investigator will directly help in pulling out favourable
outcomes in regards to the same.
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Research approach
In this part, there are two types of research approach which includes inductive and
deductive approach. These are important for analysing related issues and problems regarding
specific topic of investigation. In deductive approach, present theories are used in order to
present hypotheses about particular situations which provide correct evidence. On the other hand,
inductive approach consist with non numerical data which are used so that its outputs of
numerical measurement can be verified. Inductive approach is used because this will provide
correct and quality based information in order to completing the research report. In present
investigation under this topic i.e. “To investigate the impact of marketing in maximising
consumer satisfaction”, investigator use inductive approach, which may aid in collecting the data
in specified time frame (Banerjee, S. B., 2017). With the help of this, right amount of data can
easily be carried out considering the inductive investigating approach.
Research Design
Research design could be considered as an effective plan which directly address the
investigating questions that are available within the investigation (Kennedy and Laczniak, 2016).
It is being found that, a research method is basically a scheme or strategy which is specifically
implemented within the plan. On the other hand, it has been analysed that there are a range of
research designs which stays present for the research. Some of these are descriptive, correlation,
semi-experimental, experimental, review, meta-analytic and more. Within this researcher where
investigator has chosen topic as, “impact of marketing in maximising consumer satisfaction”
descriptive investigation is being adopted which will aid in hitting targets in specified time
frame. Along with this, the reason behind choosing descriptive design is that it makes a
combination with qualitative research method which might help in pulling out much more
favourable outcomes for researcher.
Research strategy
It is main part of research which includes various sections such as case study, surveys,
interviews, and many more. This can be used but as per the researcher, questionnaire is the best
appropriate strategy which assist them in collecting and gathering relevant data and information
from sample size which are associated to described topic of research. With the help of this, right
information will easily carried out regarding the topic, which is marketing in maximising
consumer satisfaction.
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Data Sampling
In present investigation, researcher has used random sampling method in order to develop
the investigation much more reliable and authentic at the same time (Christopher, 2016). The
respondents will be from the public (consumers), and the sample size which has been chosen i.e.
40.
Ethical Consideration
In present context, ethics are said to be standards in order to conduct a non issue raising
investigation among both wrong and right. Basically this investigation, researcher has taken
information from all the certified websites, which directly made the whole research much more
reliable and authentic at the same time. Along with this, researcher also kept its focus on
different elements like perceptions of individuals and more so that no issues come across in front
of the organisation.
Time scale
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