AB481H4 Research Project: Customer Satisfaction at Holiday Inn Hotel

This report presents a research project focused on customer satisfaction within the Holiday Inn hotel chain. The research employs a qualitative approach with an interpretative philosophy and an inductive approach, utilizing primary data collection methods. The study investigates key themes such as the impact of service quality provided by Holiday Inn, staff performance, and how these factors influence customer satisfaction. Data analysis, including frequency distributions, reveals that the majority of respondents express satisfaction with the services provided. The research highlights that better services lead to enhanced customer satisfaction, which in turn improves sales, public image, and customer loyalty. The conclusion emphasizes the critical role of customer satisfaction in building brand image and attracting new customers in a competitive business environment, particularly within the UK. The research incorporates a sample random technique using a non-probabilistic sample method with a sample size of 20 respondents. The report references several books and journals related to customer satisfaction and service quality.

RESEARCH PROJECT

INTRODUCTION
 Customer satisfaction is the key driver that helps to sustain employees in
competitive era. The hotel industry is one of the competitive industries and with
help of it there is possibilities to generate high volume of profitability (Wang,
So, and Sparks, 2017).
 Thus, with help of enhancing customer satisfaction, there is possibility to
perform the business function in continue manner. Customer must be satisfied
with the services provided by the enterprise.
 Therefore, it can be stated that the satisfaction of customers depends over factors
as to make better understanding, identify the needs and analyze the demand of
customers in market. Moreover, it is one of crucial terms that aids to attract the
new customers in this competitive scenario of business environment. This terms
directly impacts over the enhancement in profitability and productivity.

RESEARCH METHODOLOGIES
 Research type: Qualitative
 Research philosophy- Interpretative
 Research approach- Inductive
 Data collection- Primary

Theme 1: The holiday inn provides better customer
satisfaction.
Based on the above report it can be
concluded that customer satisfaction is one of
the major source that helps the firm in order
to get success in the market. Thus, Holiday
inn is taking various initiatives in terms to
provide the better services to customers so
that they are able to get the high and reliable
services that can helps to promote the
working of the enterprise in better mode.
Yes
No
May be
0 2 4 6 8 10 12 14 16
14
4
2
Frequency

Theme 2: The staff of holiday inn provides better services to customers.
 Based on the above report it can be
concluded that hospitality
organisation need to provide the
better and efficient services to
customers so that employees
retention can be possible and it helps
to carry out the process of business
function appropriately. Thus, there
are total number of 20 respondents.
In order to carry out the present
research, there is 15 respondents said
that the staff of hotel provides better
services to customers, 3 said no and
remaining 2 are not sure of it. With
help of providing the better services
the satisfaction of customer can be
enhanced.
Yes
No
May be
0 2 4 6 8 10 12 14 16
15
3
2
Frequency

Theme 3: The better services leads to enhance satisfaction
within customers.
Interpretation- From the above report it
can be concluded that better services
leads to enhance the satisfaction within
the customers. This is crucial in order
to manage the things in better manner.
Thus, there are total number of 20
respondents. Under it, 16 respondents
said yes to it and another 3 said no and
remaining 1 is not sure of it. Thus, it
can be stated that with help of
providing the better services the firm
can able to perform its business
function in the most appropriate
manner.
16
3
1
Yes
No
May be

Theme 4: Enhancement in sales and improvised public image is beneficial
aspect of customer service.
Interpretation- Based on the above stated factor
it can be concluded that better customer
services leads to have enhancement in sales
and improvise public image so that all things
can be done in expertise mode. Thus, there
are total number of 20 respondents. Under
this, 6 individual stated that with help of
providing better customer service it can be
easy to have enhancement in sales and all
other function can be improvised effectively,
4 said that customer loyalty is the factor that
helps to perform each function in expertise
mode, 6 has represented that by providing
better services it can be easy to bring
improvement in public image and 4
participants has stated that this is effective
function in order to increase profitability.
Enhancement in sales
Customer loyalty
Improvised public image
Increased revenues
0
1
2
3
4
5
6
7
6
4
6
4
Frequency

CONCLUSION
 Based on the above report it can be concluded that customer satisfaction is term that
plays crucial role in terms to enhance the brand image of the enterprise. The report is
based on identifying and continually monitor and improvise the experience so that
overall things can be done in better and appropriate mode.
 The main aim is to identify the new customers in this competitive business world.
However, the report is based on business activities of Holiday Inn, it is global leading
enterprise of the UK.
 In addition to this, it can be stated that the researcher has the use of interpretative
technique so that better and depth interpretation can be conducted on the topic of
research. On the other hand, it can be stated that researcher has the use of inductive
technique so that all information to the topic can be generalized in better mode.
 Therefore, the researcher has the use of sample random technique so that better survey
an be conducted. However, the researcher used the non probabilistic sample method by
taking sample of 20 respondents. This is helpful in order to analyze the information in
appropriate mode.

REFERENCES
Books and Journals
 Hill, N. and Brierley, J., 2017. How to measure customer satisfaction.
Routledge.
 Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in
retail network operations and marketing to enhance customer satisfaction.
International Journal of Operations & Production Management. 37(1). pp.105-
123.
 Ali, M. and Raza, S.A., 2017. Service quality perception and customer
satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model.
Total Quality Management & Business Excellence. 28(5-6). pp.559-577.
 Kasiri, L.A and et.al., 2017. Integration of standardization and customization:
Impact on service quality, customer satisfaction, and loyalty. Journal of
Retailing and Consumer Services. 35. pp.91-97.

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