Assessing Brand Image and Customer Satisfaction at Premier Inn Hotel

This research project examines the impact of brand image and development on customer satisfaction, using Premier Inn Hotel as a case study. The introduction highlights the importance of customer satisfaction in the hospitality industry and introduces Premier Inn's brand presence. Task 1 defines the research title, aims, and objectives, focusing on determining the impact of brand image on customer satisfaction and identifying factors that enhance brand image. It also includes a background and principles of the research area, along with a literature review discussing the effectiveness of brand image in the hotel industry and the components necessary for customer satisfaction. Task 2 outlines the research methodologies, including primary and secondary research methods, and the use of questionnaires. Task 3 focuses on the analysis and interpretation of results, leading to conclusions and recommendations. Task 4 covers the presentation of the findings. The research emphasizes the importance of a strong brand image, cost-effective services, and prioritizing customer needs to enhance customer satisfaction and brand loyalty. The project aims to provide insights into how Premier Inn can improve its brand image and performance through effective marketing strategies and customer-centric approaches.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Research title along with aims and objectives..................................................................1
1.2 Background and principles of research area.....................................................................2
1.3 Literature review..............................................................................................................2
1.4 Research project specification..........................................................................................6
1.5 Appropriate action plan and procedures...........................................................................6
2.1 Research questions ..........................................................................................................8
TASK 2............................................................................................................................................8
2.2 Research methodologies...................................................................................................8
2.3 Questionnaire..................................................................................................................10
TASK 3..........................................................................................................................................11
3.1 Use of appropriate research evaluation technique for study..........................................11
3.2 Analysation and interpretation of results........................................................................12
3.3 Conclusion and Recommendation..................................................................................21
TASK 4..........................................................................................................................................22
4. 1 Presentation...................................................................................................................22
Covered in PPT.....................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
In every business firm, the customer satisfaction is most necessary component. It is the
first priority of company to satisfy the needs and demands of customers. It is a main part of
experience of consumers that expose the behaviour of supplier on the expectation of consumers.
For satisfy the needs and demands of customers, every business firm put many different efforts
by providing the better quality of goods and services to them. Premier Inn Hotel is a largest hotel
brand of United Kingdom. It operates its hotels in various locations such as airports, city centres
and suburbs etc. This hotel has more than 750 hotels and also more than 65,000 rooms. This
hotel was situated in year 1987 by Whitbread (Aghekyan-Simonian and et. al., (2012). In the
Wales and England this hotel purchases total 11 Holiday Inn hotels. The main focus of this hotel
is to satisfy the needs and wants of its customers. In order to increasing the skills and capabilities
of the staff members, Premier Inn Hotel provides training to them. On the other hand, branding is
most important factor of company. If the brand image of the company will be good then large
number of consumers will be attracted towards the company and they will be loyal. So this hotel
always maintain its brand and provide very effective services to its customers.
TASK 1
1.1 Research title along with aims and objectives
TITLE- “To determine an impact of brand image and development on customer satisfaction.
A case study on Premier Inn Hotel.”
Brand is a design, terms, symbol and also name which differentiae the product of one
company to another. The impact of brand image can be negative as well as positive. If company
will provide the good quality of product or brand then it will be helpful in attracting the large
number of consumers and satisfy their needs. If in case hotel does not provide the better quality
goods on the basis of customer demand then it will develop the negative impact. For earning
more profit, it is necessary for firm to provide good brand and also satisfy the needs of people. If
the needs of customers will be fulfilled then it will be helps in increasing the brand image of firm
(Angelova, and Zekiri, 2011). The manager of Premier Inn Hotel provides effective training
facilities to its staff members so that they can serve better to its customers and satisfy their needs.
Aims - “To determine an impact of brand image and development on customer satisfaction.” A
case study on Premier Inn Hotel.
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Objectives - The Objectives of Research plays an important and necessary role in the work of
research and it is the useful tool for examining best and effective outcomes of resort of research.
It is helpful in giving the proper direction to the research with the help of executing different
tools and techniques in context to rendering most effective strategies which are most important
for attracting the more number of consumers. There are some objectives of report given below as
above:
 To know about the customer satisfaction level in the hotel industry.
 To determine an affect of brand development on satisfaction level of customers in
Premier Inn Hotel.
 To identify main factors which enhance brand image of hotel (Edward and
Sahadev, 2011).
 To recommend the ways in which Premier Inn Hotel can make its brand image
better.
 To determine the relationship among customer satisfaction and brand image.
1.2 Background and principles of research area
This part can be understood as an essential part of a research which shows blueprint of
whole project. This investigation is being made to understand that behaviour of consumers and
their perception which can be utilised by hotel in order to gain competitive advantages at
marketplace. To get favourable outcomes researcher can make many sort of questions which can
be asked from targeted people. Apart from this, in gathering data or information of set objective
investigator can utilise different methodologies. Mainly, there are two type of methods like
secondary and primary which are being used by researcher in order to achieve objective in a
limited time span.
1.3 Literature review
It can be regarded as the most necessary component of the research work and it plays the
most efficient role in doing they research related activities in proper, so from this business
organisation can achieve its success on in a proper and effective manner. In context to
conducting an in- depth and also effective research which is applied through the researcher for
the purpose of increasing the learning skills and capabilities of the learner. Under this an
information as well as data have to be gathered with the help of secondary sources. It is the main
part of research work which is very helpful in providing an accurate data or detailed information
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regarding those terms which are included the a specific research work. Basically this research
report is based on the impact of the brand image and also developing the good satisfaction level
of consumers. If the review regarding the research will be effective then in this case researcher
will able to conducting the full research work in an effective way. In the critical evaluation the
research has to be done by the view points of different writers and also authors. In providing the
effective and also appropriate information and data, past research which was related to the topic
of research is very useful and also helpful in context to moving forward in an effective and
efficient manner.
Effectiveness of Brand image in hostel industry
According to Flint, Blocker and Boutin, 2011, concluded that the good image of hotel is
very important which helps in negatively and also positively impacts the marketing related
strategies of hotel. The Premier Inn Hotel developed its good image in the mind of consumers
with the help of public relations, advertisement, word- of- mouth and also promotional activities.
Brand is helpful in determining the particular services, businesses and also products. If the brand
image of company will be good then the image of company at market place will be good. In the
hospitality industry brand image is very necessary. There are some effectiveness of strong
brand image in hotel industry:
 If the brand image will be strong then perception of customers towards a specific
brand will be better.
 Positiver and effective brand image provides a confidence top consumers for
buying the products.
 It is manageable for hotel to develop the positive image of brand with the help of
effective promotional strategies.
Good brand image is helpful in enhancing the productivity and also sales of hotel. So the
main focus of Premier Inn Hotel to increase the quality of its services or goods and also attract
the large number of customers from this sales of this hotel will be increased. Premier Inn Hotel
works on satisfy the needs and wants of its customers because to satisfy the demand of
consumers is the first priority of hotel. In order to enhance the brand image and quality, this hotel
do the promotional activities on the large scale. It invites big celebrities for giving advertisement
of hotel.
Necessary components which are useful for customer satisfaction in Premier Inn Hotel
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In the hotel industry, customer satisfaction is very necessary. It leads to the different
effects and it is also a signal about the future sales and also income. So, in context to this, it is
necessary for the hotel to fulfil the demands and also needs of consumers by taking them
necessary objectives. According to Goetsch and Davis, 2014 point of view that if the needs of
customers will be satisfied in a proper manner then they will be retain and also will be the royal
customers. It will be helpful in enhancing the brand image and profit level of company. So in
addition to increasing the brand image, customer satisfaction is necessary. Some of the necessary
components are given below for customer satisfaction:
Providing brand image- The brand image develops through putting some effective
efforts in context to delivering the qualitative and also better services. It is very easy to ruin the
brand image through providing any kind of unfair services to customers, but organisation will
provide the effective and best quality services to people then its outcomes will be better and it
does not impact through any kind of fake misrepresentation and also views. With the help of this
consumers will always be loyal towards the organisation and it will be good for brand image.
Cost effective- It is one of the main components which impact on the state of mind and
also buying behaviour of people. If the cost of hotel services and products will be more high then
the medium income level will not afford. The Premier Inn Hotel delivers its cost effective
services and facilities to get a chance for building its brand image at market place.
Give priority to consumers- Customers play a necessary role in business. They are the
main part of hotel. The needs of every customers are different from each other and it is necessary
to Premier Inn Hotel to satisfy the different needs of various customers in an effective and proper
manner. On the basis of Grissemann and Stokburger-Sauer, 2012 point of view that the consumer
review is necessary for hotel in context to knowing their perception towards the services of firm.
Approachable- In the hotel industry, it is necessary to listen the suggestions and their
problems in a proper and effective way. In hotel, there should be proper and good penal designed
for the purpose of listening the customers queries and also solve them out.
Concentrate on the quality experience and deliverables- In the competitive business
environment, at the cheaper or low cost quality is very important factor which is very helpful for
obtaining the short as well as the long term goals.
Affect of brand image on customer satisfaction
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On the basis of view point of Hume and Sullivan Mort, 2010 , Brand image is most
necessary component in developing the customer satisfaction. There are various techniques and
also methods which are prepared for recognising and also determining the satisfaction level of
customers with the help of making positive brand image.
At this present time period, most of the hotels using services related to customer care in
order to improve the reliability and quality of their services and goods.
Main ways by which Premier Inn Hotel can increase its performance level
As per the opinion of Khan, 2012, Premier Inn Hotel is one of the most famous brand
image in providing the better quality services in the field of hotel industry. It gives many
effective options to those people who use its services so that from this they can select one of they
most and effective services.
There are some of the effective points which Premier Inn Hotel uses for improving the
performance level of consumers as well as staff members point of view.
Planning- It is a main factor which helps a hotel to develop the new and effective
policies as well as strategies related to developments of business. If the structure and plan of
hotel will be strong then the better results will be come. It is necessary for the Premier Inn Hotel
to determine its achievements and also historic milestones and on the basis of these prepare plans
and reports in an effective way.
Research and Development- It is helpful in making the business operations and also
activates in a better way. The new technology is helpful in doing research in an easy way. With
the help of research this hotel can know about its existing strong competitors, marketing
strategies for increasing the business in the competitive market.
Reviews and Feedbacks- These are the results from the side of consumers for
deliverables. With the help of feedbacks, hotel can know about the its services and then try to
better serve them. If in case consumers will be satisfied and happy from the services of company
then more number of customers will be attracted towards the services of company. So it is
necessary for Premier Inn Hotel to give the importance to the reviews of customers and make
some changes on the basis of their feedbacks.
1.4 Research project specification
Specification of research project involves many objectives and aims in an effective
manner and also analyse hypothesis creation. Statement of hypothesis will framed in a proper
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manner for gaining appropriate results. Evidence of hypothesis is estimated which is helpful in
predicted execution in this order. Firm can rising nature through identifying the specification in
better manner. It is a valuable things which need to executed under this. Under this different
objectives are framed which helps in analyse better outcomes, under this researcher prepare
questionnaire for the specific survey in an effective manner. Under this, there is a qualitative
research is used under this research and it gives views or feedbacks of people which are included
for specific purpose. Under this, there is a questionnaire designed by taking the sample of 30
people.
1.5 Appropriate action plan and procedures
Every project need best process and planning for developing things in a better way. It is
necessary top frame all the essential cities in an effective or systematic manner. In addition to
this, network diagram and Gantt diagram use for different distribution related activities in
various segments. Under this, some steps are given below which need to follow:
 Formulating aims and objectives : This can be stated as the initial stage where
investigator looks into various aspects through which he/she can make objective or aim.
This part can take two days almost.
 Research methodologies : Methodologies are being selected by the researcher with aim
of pulling out most optimum outcome.
 Literature review : Under this phase, researcher focuses on carrying out data by using
secondary data in which investigator can take help of various authors. Two days are
mostly needed in this.
 Data collection : Interviews can be taken of selected population with the help of this
investigator will take suggestions and perceptions of them in order to come to a
resolution.
 Data analysation : This part can take almost three days in which information that has
been gathered is being examined by researcher.
 Conclusion and Recommendation : Conclusion can be made of by pulling out details
and information for desired goals and objectives. Two or more days can be taken by
researcher under this part.
 Submission of final report : Last stage where, investigator can submit project.
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M1 Main ways by which Premier Inn Hotel can increase its performance level
As per the opinion of Khan, 2012, Premier Inn Hotel is one of the most famous brand
image in providing the better quality services in the field of hotel industry. It gives many
effective options to those people who use its services so that from this they can select one of they
most and effective services.
M2. Selection of research Methods
Research design- In this researcher uses the appropriate approaches of research design
which can be used through a researcher for increasing the brand image of hotel. Correlation.
Explanatory and descriptive these are the effective techniques which are necessary in research
design. But in this research, descriptive is a better technique used for in- depth understanding.
This technique is also helpful in rendering the accurate and relevant information for this research
project.
M3. Present and communicate appropriate findings
In this present research the information or data is collected from
same which is chose by researcher. There are some effective variable like
customer satisfaction and brand image and these other plays an important
role in business (Wu, 2011). With the help of questionnaire, researcher can
determine the various opinions of people. Through the reliability and also
variability can easily achieved.
D1 Critical reflection on own work
In the hotel industry, brand image is an essential element and it is also an influential
component in the hotel services. It is reflection of the brand which is in the memory of
customers. If the brand image of hotel will be good then large number of people will be attracted
towards it. Thus, I believe that entire research project needs proper dedication and knowledge for
analysing the depth of subject area.
D2 Responsibilities for managing and organizing activities
Research might be accomplished in quantitative and qualitative nature. Thus, these two
methods are very indispensable and plays major role in managing entire project in much
appropriate manner. Hence, investigator needs to accumulated corrective information by
adopting effective tools and techniques.
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D3 Creative thinking
By considering entire situation it is indispensable to improve the conditions with the help
of corrective facts or figures. In fact, creativity occurs when researcher is focussing on unique
information which helps while making decisional process at workplace.
2.1 Research questions
This is one of the most necessary factor in the work of research. Generally the research
questions are formulated according to the objectives of research. It is the duty of researcher to
develop some of the relevant and appropriate questions in context to determining the main
elements which are interlinked with the topic of research. Some of the research questions are
given below as above:
 What efforts Premier Inn Hotel can do to enhance the brand image?
 What is an affect of brand image on satisfaction level of customers of Premier Inn
Hotel?
 What are the main advantages of effective brand image?
 What are necessary components which Premier Inn Hotel can be used by to
increase customer satisfaction?
TASK 2
2.2 Research methodologies
It is a main kind of process which researcher used for achieving the objectives and also
aims of company in a proper manner (Munteanu and et. al., 2010). According to this research, its
questions can solves which can impact on the brand image of hotel. It is necessary for researcher
to determine research type because it is very necessary to move forward the activities of
research. Research can be done in quantitative and qualitative nature. Quantitative research is
according to the quantity of information and data which are collected through researcher and on
the other hand in qualitative research data should in in good quality. Researcher collect the data
by using effective tools and techniques.
Under this, analysation, accumulation and also interpretation of the data which is
performed on point of view of civilians with the help of using this kind off technique. Through
identifying the present title, qualitative method researcher carried out this given research.
Conduct research
a)
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Time- Time is divided on the basis of different activities like:
Task Time duration
Data collection 15 days
Data analysis 10 days
Hypothesis creation 7 days
Data- Under this, data is collected with the help of primary (surveys, questionnaire, observation
etc.)and secondary (books, library etc. )sources.
Collect Data
a) Under this the responses of people are collected through the questionnaire.
b) Content management system used by researcher to gather data for research.
c)
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2.3 Questionnaire
It is prepared for particular project which is doing for the questionnaire techniques and
also random sampling. Under this there are 10 different questions are prepared which are
according to topic of research.
Questionnaire
Name:
Age:
Gender:
Q1. Which facility of Premier Inn Hotel attract the customer most?
 Room facility
 Accommodation facilities
 Food & Beverages facilities
Q2. Do you think that promotion and also advertisement can enhance the brand image
and awareness of Premier Inn Hotel?
 Yes
 No
 Can not say
Q3. What efforts Premier Inn Hotel can do to enhance the brand image?
 By enhancing quality of its services
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 By introducing change in its current pricing strategies
 By provide training to its employees
Q4. What are the main advantages of effective brand image?
 Increase goodwill
 Competitive advantage
 Satisfy needs of customers
Q5. As per your experience, will you suggest Premier Inn Hotel services to tour family and
also colleagues?
 Yes
 No
Q6. What are the main factors which enhance brand image of hotel?
 Quality of its services
 Pricing strategy of hotel
 Skilled staff
Q7. Are you satisfied from the current services of Premier Inn Hotel?
 Yes
 No
 Can not say
Q8. Does positive brand image provide any kinds of benefits to Premier Inn Hotel?
 Yes
 No
Q9. What rank would you like to give current services of Premier Inn Hotel?
 Excellent
 Good
 Average
 Poor
Q10. Recommend some of effective methods to Premier Inn Hotel for enhancing brand
image?
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TASK 3
3.1 Use of appropriate research evaluation technique for study
Research approaches- It is an effective tool and technique related to research which is
divided in two different parts like inductive and deductive approach. But under this report
researcher takes inductive approach because the activities and also research both are according to
the information and data.
Data sampling- The technique of data sampling emphasizes on selecting the best sample
which applicable on population. In context to this, it is a responsibility of research to choose
effective and suitable technique for sampling of data (Shukla, 2011). The research uses non-
probabilistic and probabilistic techniques of sampling in research. The main purpose of this
research is to collect those data which are helpful in increasing the brand image. In this current
case, the researcher choose the total 30 sample of consumers who are regular users of Premier
Inn Hotel effectively.
Ethical consideration- It is the necessary factor of the research report which are helpful
in resolving all the problems and issues which are arise during conducting research (Valette-
Florence, Guizani and Merunka, 2011). It is the responsibility of research to assure for keeping
the information of researcher safe and confidential. The main motive of this research to achieve
the goals of hotel in an effective manner. But money and time these are the problems which
researcher mostly faced t the time of research. Money is very essential in doing any business or
work and it is a duty of researcher to manager the capital and funds to complete the research. On
the other hand the given time of completing research is not very much sufficient for researcher so
it is necessary to manage the time in a proper manner or limited time period.
Limitations- It has been analysed that, researcher can face many sort of problems while
working on an investigation. Thus, it becomes vital for investigator to look into every single risk
factor which may put impact on outcome of research. After this, effective decisions can be made
under this in order to remove or reduce barriers or issues.
3.2 Analysation and interpretation of results
Theme 1: Facility of Premier Inn Hotel attract the customer most.
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Which facility of Premier Inn Hotel attract
the customer most?
Frequency
Room facility 8
Accommodation facilities 12
Food & Beverages facilities 10
Interpretation- On the basis of 12 respondents view point that accommodation facilities of this
hotel attracts the people most. It is necessary that firm should provide all the better facilities to
consumers.
14
Room facility
Accommodation facilities
Food & Beverages facilities
0
2
4
6
8
10
12
14
Column B

Theme 2: Promotion and advertisement can maximise brand image and awareness of
Premier Inn Hotel.
Do you think that promotion and also
advertisement can enhance the brand image
and awareness of Premier Inn Hotel?
Frequency
Yes 18
No 8
Can't Say 4
Interpretation- As per mentioned graph, 18 respondents say that advertisement and promotion
can awareness of hotel brand image. But there are some 8 people among 30 and they said that
promotion is not only way to increase brand image.
15
Yes No Can't Say
0
2
4
6
8
10
12
14
16
18
20
Column B

Theme 3: For increasing brand image Premier Inn Hotel can do some effort
What efforts Premier Inn Hotel can do to
enhance the brand image?
Frequency
By enhancing quality of its services 10
By introducing change in its current pricing
strategies
8
By provide training to its employees 12
By enhancing quality of its services
By provide training to its employees
0
2
4
6
8
10
12
14
Column B
Interpretation- On the basis of 12 respondents trained employees can enhance brand image and
according to 10 respondents, better quality service will be helpful. In context to this, there are
some efforts which need to be done by this hotel.
Theme 4: Advantages of effective brand image.
What are the main advantages of effective
brand image?
Frequency
Increase goodwill 8
16

Competitive advantage 10
Satisfy needs of customers 12
Interpretation- According to 12 respondents, customer satisfaction is main benefit of effective
brand image. On the basis of viewpoint of 10 people that through better brand image, firm can
get competitive advantage.
Theme 5: Suggest Premier Inn Hotel services to your family and also colleagues.
As per your experience, will you suggest
Premier Inn Hotel services to to your family
and also colleagues?
Frequency
Yes 22
No 8
17
Increase goodwill
Competitive advantage
Satisfy needs of customers
0
2
4
6
8
10
12
14
Column B

Interpretation- 22 respondents among 30 will suggest the services of this hotel to their
colleagues and family.
Theme 6: Factors which enhance brand image of Premier Inn Hotel.
What are the main factors which enhance
brand image of Premier Inn Hotel?
Frequency
Quality of its services 10
Pricing strategy of hotel 8
Skilled staff 12
18
Yes No
0
5
10
15
20
25
Column B

Interpretation- According to 12 respondents if staff will be skills that brand image will be
enhanced but on the basis of 10 respondents good quality is necessary. It is necessary that firm
should focus on other factors which can increase brand image of hotel.
Theme 7: Satisfied from Premier Inn Hotel services.
Are you satisfied from the current services of
Premier Inn Hotel?
Frequency
Yes 20
No 7
Can not say 3
19
Quality of its services
Pricing strategy of hotel
Skilled staff
0
2
4
6
8
10
12
14
Column B

Interpretation- Among 30 respondents, 20 people are satisfied from the services of cited hotel
but 3 respondents among not confirmed about this.
Theme 8: Positive brand image will provide benefits to hotel.
Does positive brand image provide any kinds
of benefits to Premier Inn Hotel?
Frequency
Yes 24
No 6
20
Yes No Can not say
0
5
10
15
20
25
Column B

Interpretation- According to 24 respondents out of 30, are that positive brand image is
beneficial for business. But there are 6 people which said that positive image of brand provides
advantages to business firm.
Theme 9: Rank would like to give services of Premier Inn Hotel.
What rank would you like to give current
services of Premier Inn Hotel?
Frequency
Excellent 16
Good 8
Average 4
21
Yes No
0
5
10
15
20
25
30
Column B

Interpretation- According to view point of 16 participants the services of this hotel is excellent
and and 8 respondents give the good rank to Premier Inn Hotel services.
3.3 Conclusion and Recommendation
Conclusion
It has been concluded from the mentioned report that customer satisfaction is necessary
in making the business successful. It is helpful in success of company in a proper manner. This
present research report is based on the impact of brand image and developing the customer
satisfaction. If hotel wants to enhance the loyalty of customers then it is necessary to provide the
quality services to customers and fulfil their needs in an effective manner. Under this, manager
of Premier Inn Hotel conducts a research programme to know about the marketing strategies.
With the help of doing research this hotel can make its business process and operations better.
Recommendation
In context to retaining the consumers for long time period in hotel, it is necessary for
providing good quality of services. The first priority of customers to satisfy needs and wants of
people and it will be helpful in maintaining its positive brand image. Apart from it, Premier Inn
Hotel conduct research programme for doing its activities better as comparison to other
competitors. There are some recommendations are given below:
22
Excellent Good Average Poor
0
2
4
6
8
10
12
14
16
18
Column B

 It is necessary that firm should provide the special discounts for the existing consumers to
know about their loyalty. From the offers or discounts they will retain towards firm and
take interest in its foods items or services.
 Premier Inn Hotel can take feedback from consumers on continuous basis and know their
view points regarding the products and services. On the basis of their opinions, hotel
should make changes in its services and can make them better.
 Premier Inn Hotel should take care about the cleanliness and make the friendly
environment of hotel so that consumers can feel free and comfortable.
 For loyal consumers, hotel can arrange some interesting activities so that they can retain
at hjotel for long period of time.
 For kids, Premier Inn Hotel should conduct some games so that they can enjoy.
TASK 4
4. 1 Presentation
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