TM3015: Customer Experience Analysis of Premier Inn Hotel Chain

This report provides a detailed analysis of customer experience (CX), focusing on the factors that contribute to quality service within the context of the Premier Inn hotel chain. The report explores the importance of qualitative products, reasonable pricing, and attentive service, including listening to customers and providing assistance. It emphasizes the significance of setting standards for timeliness, accuracy, and appropriateness in service delivery. Furthermore, the report examines the role of a customer-focused culture in fostering positive customer relationships and enhancing employee performance. It also investigates customer requirements and satisfaction levels, highlighting how Premier Inn addresses these needs through efficient booking processes, responsive service, and clean accommodations. The application of customer care and service techniques, such as easy check-in/check-out and attentive observation of customer needs, is also discussed. The conclusion underscores the critical role of quality service, standardized procedures, and customer-centric approaches in achieving high levels of customer satisfaction and loyalty within the hospitality industry.

The customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Factors of quality service with explanation based on product and services separately..............1
Importance of setting standards in quality service delivery........................................................2
Purpose of promoting a customer-focussed culture....................................................................2
Investigation into customer requirements and satisfaction levels...............................................3
Application of customer care and service techniques.................................................................4
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................5

INTRODUCTION
Customer experience (CX) is the perception of customer's experience related to a
particular brand or services. It is most important factor to satisfy a customer(Kuppelwieser and
Klaus, 2021). CX is created by offering qualitative products and satisfactory services. Creating
good level of customer experience help to attain customer loyalty and it also help to attract new
customers. It is the thing which spread from customer to customer. Premier Inn is a British hotel
chain which is headquartered in Dunstable, United Kingdom. The hotel was founded in 1987 by
its parent organisation Whitbread. It is UK's largest Hotel brand with 800 hotels. The following
report covers factors of quality service with explanation based on product and services
separately, importance of setting standards in quality service delivery and the role of training in
supporting the same procedure, purpose of promoting a customer focused culture, investigation
of customer experience and satisfaction level and application of customer care and service
technique.
MAIN BODY
Factors of quality service with explanation based on product and services separately
Quality service is comparison of services expected by a customer to actual service
provided by the company which is called company's performance. High level of quality service
help the company to gain more customers by fulfilling their needs as they expected. In context of
Premier Inn hotel, the factors of quality service is explained below-
Quality service based on products
Qualitative product- It is necessary to sell good quality of products to attain quality
service related to product. In hotel Premier Inn they provide hygienic and good food dishes to
their customers which help them to create a good mind set of customers related to Hotel's
reputation.
Reasonable price- It is important that a company must have affordable prices to create
quality service(Gilboa, Seger-Guttmann and Mimran, 2019). In context of Hotel Premier Inn,
their prices are reasonable and also related to demand of customer whether they need high
services or low.
Quality service based on services
1

Listen to customer- Listening customers and their problems is a good habit to create
qualitative service. In Premier inn hotel, they listen carefully about the problems which they are
facing while staying in their hotel. Listening properly helps to create a image that hotel values
their customers point of view and it further create better image of mentioned hotel.
Helping customer- Creating good service quality by helping customers by solving their
doubts is of the the main factor(Keiningham and et. Al, 2020). Premier Inn hotel help their
customers in to solve the issues of damage products at rooms by replacing the product and they
help their customers by showing them direction for their rooms and there are many other ways
by which mentioned hotel create good customer perception by helping them whenever they need.
Importance of setting standards in quality service delivery
It is very important to set standards in delivering quality service and the reasons are
mentioned below-
Timeliness- Delivering services on time is much important to create quality service. To
satisfy customer it is essential to deliver a service on time. In context of Premier inn hotel, they
are known for their service delivery time and that's why they created high quality service for
customers. Premier inn deliver services like changing any object from rooms, housekeeping
services, providing food and many others are delivered in few minutes when they are ordered.
Mentioned hotel convey the overall time consumed to deliver service to their customers and they
actually deliver at mentioned time.
Accuracy- It means that service must be delivered correctly and which is having specific
value (Flavián, Ibáñez-Sánchez and Orús, 2019). Standards are made to check whether the right
service is delivered at right place to right customer or not. Premier Inn hotel double check while
delivering service that correct service must be delivered to right person.
Appropriateness- It means how a service is suitable in some circumstances. In context of
premier Inn hotel, they set standards for particular and required services which is delivered at
some unwanted circumstances. Standards help them to arrange situations like complaints of
customers, misbehave of customers or employees and many more. They set standard by knowing
which service should be delivered in sudden occurrence of any situation.
Purpose of promoting a customer-focussed culture
Customer-focussed culture is the relationship between employees and customers of an
organisation. It is very important to focus on this factor to create good quality service because
2

employees are the one who directly interact with customers to know their wants and needs to
make them satisfied by fulfilling them. In context of Premier Inn hotel, their housekeeping
department and their front desk department plays an important role in creating good relationship
with their guests. Their main purpose of having proper interaction with their guests is to satisfy
them by knowing what actually they want and what not(Afthanorhan and et. al., 2019). So, hotel
will provide their services according to their needs and wants. This help them to gain customer
perception which further help in creating quality service. Another purpose of promoting
customer-focussed culture is to make sure that Premier Inn is performing well or not. Hence, it is
used to measure performance of employees at hotel and identify where they are lacking behind in
serving their customers so that managers provide training to those employees who did not
interact properly with their guests to enhance better performance of employees.
Investigation into customer requirements and satisfaction levels
Customers of different industries have different requirements and have different
satisfaction level. Requirements and satisfaction level of customers is also depend on their
behaviour, mind set and expectation for a particular product or brand. In hotel Premier Inn, they
have high reputation in UK. Hence, requirements and satisfaction level of customers are also
high for the hotel. The requirements and satisfaction level of customers are explained below-
Requirements of customers in Premier Inn hotel-
 Most of the customers of Premier Inn required that their booking and registration must be
accepted as soon as possible without keeping them in waiting list.
 Customers also require that they will get best services according to their payment
structure and also a permanent solution of their problems(Rather and Camilleri, 2019). Customers at hotel Premier Inn also required that their rooms which they have booked
must be clean and have damage free objects.
Satisfaction level of customers and the actions of Premier inn to achieve them-
 Customers get more satisfied when Premier Inn accept their booking on the same day and
tell them the exact time for check-in in the hotel. For this, Premier inn manage check-in
and check-out activities of another customers. When a customer leave the hotel then
quickly they assign the room to waiting customer.
3

 Customers get satisfied when they get true and fast service which is in their mind. To
make customers more satisfied Premier inn identify their requirements and fulfil them at
their best level so there should be no single complaint from customer.
 Highest customer satisfaction in mentioned hotel is seen when they are allotted a clean
rooms and bathrooms. To achieve this satisfaction level of customer, Premier Inn hire
best employees for their housekeeping department which is able to clean the rooms as
fast as possible and they also provide time to time training to their housekeeping
department.
Application of customer care and service techniques
Customer care identifies that how well the customers are taken care within an organisation(Wang
and Tseng, 2019). In Premier Inn hotel, they have a customer care department where customers
can complain, ask for additional service and many others. This department is responsible for
fulfilling customers satisfaction by checking the floors and asking customers whether they need
any help or not. Customer care department is responsible for making customers better
experienced for their hotels.
There are many type of service techniques which is opted by Premier Inn to make make their
performance more effective and to satisfy their customers by serving services in a formal ways.
Premier Inn follows services-
 “Easy Check-in and Check-out services”. They have quick procedure of check-in and
check-out by filling few formalities because confirmation and all other things are done
through online.
 “Observe, Don't Presume”. This is the service which states that hotel should observe
their customers but not in such a way that their customers feel uncomfortable (Wilson,
2020). Premier Inn knows their regular customer's preference but then also they ask them
about their requirement and provide various options.
4

CONCLUSION
From the above information it is concluded that quality service is one of the best factor to
create a good customer experience. High level of customers service help the organisation to gain
more customers. Providing qualitative goods, helping customers, listening customers complaint
and many others help to create a good customer experience. Setting standards is important in
delivering quality service because it identify the time, accuracy and appropriateness of services.
Customer-focussed culture is one of the important aspect in business which tell that there should
be good relationship between employees and customers because employees directly contact with
customers to identify their needs and wants. Investigating about customers requirements and
their satisfaction level is important to gain their trust. Application of customer care and various
different service techniques help companies to make good reputation in customers minds.
5

References:
Books and Journals
Afthanorhan, A. and et. al., 2019. Assessing the effects of service quality on customer
satisfaction. Management Science Letters. 9(1). pp.13-24.
Flavián, C., Ibáñez-Sánchez, S. and Orús, C., 2019. The impact of virtual, augmented and mixed
reality technologies on the customer experience. Journal of Business Research. 100.
pp.547-560.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
Services. 51. pp.152-164.
Keiningham, T. and et. al, 2020. Customer experience driven business model innovation. Journal
of Business Research. 116. pp.431-440.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: The EXQ scale
revisited. Journal of Business Research. 126. pp.624-633.
Rather, R.A. and Camilleri, M.A., 2019. The effects of service quality and consumer-brand value
congruity on hospitality brand loyalty. Anatolia. 30(4). pp.547-559.
Wang, C.J. and Tseng, K.J., 2019. Effects of selected positive resources on hospitality service
quality: The mediating role of work engagement. Sustainability. 11(8). p.2320.
Wilson, N., 2020. The Impact of Service Quality and Corporate Reputation Toward Loyalty In
The Indonesian Hospitality Sector. Jurnal Muara Ilmu Ekonomi dan Bisnis. 4(1). pp.1-
9.
6