Analyzing Service Quality and Customer Satisfaction at Hilton Hotel

This report delves into the impact of service quality on customer satisfaction, using Hilton Hotel, London as a case study. The report begins with an introduction outlining the research title, background, aims, objectives, research questions, rationale, significance, and problem statement. Chapter 2 provides a comprehensive literature review, exploring the concepts of service quality and customer satisfaction within the hospitality sector, and examining their relationship. The research methodology, including research philosophies, approach, data collection methods, research design, data analysis techniques, sampling, ethical considerations, and limitations, is detailed in Chapter 3. The report then presents data analysis and interpretation, followed by conclusions and recommendations for improving service quality and customer satisfaction at Hilton Hotel. The study emphasizes the importance of service quality in enhancing customer satisfaction and its impact on a hotel's success. The report offers valuable insights for hospitality businesses aiming to improve their service delivery and customer experience.

RESEARCH METHODS AND
PROJECT
1

Table of Contents
CHAPTER- 1 INTRODUCTION ...................................................................................................4
Research Title.........................................................................................................................4
Background of the Study........................................................................................................4
Research Aim.........................................................................................................................4
Research Objective.................................................................................................................5
Research Questions................................................................................................................5
Rationale of the study.............................................................................................................5
Significance of the study........................................................................................................5
Problem Statement..................................................................................................................6
CHAPTER- 2 LITERATURE REVIEW ........................................................................................7
Introduction............................................................................................................................7
Meaning and concept of services quality in the Hospitality sector........................................7
Meaning and concept of customer satisfaction in the Hospitality sector...............................8
Relationship between the service quality and satisfaction in the Hospitality sector..............8
Impact of service quality on the customer satisfaction in the Hospitality sector..................9
Ways to enhance the service's quality and customer satisfaction in the hospitality sector. .10
CHAPTER- 3 RESEARCH METHODOLOGY ..........................................................................12
Introduction..........................................................................................................................12
Research Philosophies..........................................................................................................12
Research Approach...............................................................................................................13
Data collection......................................................................................................................13
Research techniques.............................................................................................................14
Research design....................................................................................................................14
Data analysis.........................................................................................................................14
Sampling...............................................................................................................................15
Ethical consideration............................................................................................................15
Research Limitation..............................................................................................................16
DATA ANALYSIS AND INTERPRETATION...........................................................................17
2

Introduction..........................................................................................................................17
Discussion.............................................................................................................................17
CONCLUSION AND RECOMMENDATION ............................................................................28
Conclusion............................................................................................................................28
REFERENCES..............................................................................................................................30
APPENDIX....................................................................................................................................33
3

CHAPTER- 1 INTRODUCTION
Research Title
To analyse the impact of service quality on customer satisfaction - a case study on Hilton Hotel,
London
Background of the Study
In the present time, there is huge competition in the market among the brand. Customers
have lots of option to select the brand and purchase its product and services. In this current
scenario, it is very important for business enterprise to make customer happy and satisfied
because entire growth and profitability of the company is largely depends upon the customer
satisfaction. If customers are effectively satisfied then company can sustain in the market for
long time. On the other hand if customer does not happy then company’s position and goodwill
can decline from the market.
In the context of hospitality industry, customer services and satisfaction plays a very
crucial role for its growth and effective success in the market. Management of hotel should
understand the actual taste and preferences of customer and deliver them services accordingly.
Furthermore, hotel should train its staff members and employees so as they can effectively deal
with customer and satisfied their needs and wants related to the services. Apart from that service
quality if equally important for growth and success of the hospitality sector. If service quality is
high and accurate to the cost then customer can effectively happy with hotel. Service quality is
that measurement to measure the delivered services to customers. It is what customer perceives
from the organisation against of the money they spend for purchase the same. There is a direct
relationship between service quality and customer satisfaction in the hospitality industry. If hotel
delivers high quality of services to customer then it becomes easy to make customer satisfied.
The present research study is based on the impact of service quality on the customer satisfaction.
In this present study, the major aim of the researcher is to analyse the impact of service quality
on customer satisfaction with respect of Hilton Hotel London. For attain this objective,
researcher have applied several methods of research methodology. Apart from that qualitative
research technique has been applied along with primary data collection for attain this objective.
Research Aim
To analyse the impact of service quality on customer satisfaction - a case study on Hilton Hotel,
London
4

Research Objective
 To identify the importance of service quality in Hilton Hotel, London
 To analyse the need of keeping customers satisfied in Hilton Hotel
 To assess the relation between service quality and customer satisfaction in hotel
 To recommend the ways by which service quality can be improved in Hilton Hotel,
London
Research Questions
 What is the importance of service quality in Hilton Hotel, London?
 What is the need of keeping customers satisfied in Hilton Hotel?
 How service quality and customer satisfaction are related to each other in Hilton hotel?
 How service quality can be improved in Hilton Hotel, London?
Rationale of the study
In this present study, the major objective of investigator is to analyse the impact of service
quality on customer satisfaction with respect of Hilton Hotel London. The major reason for
selection of this subject is that researcher have huge interest in the customer satisfaction and
service quality in the hospitality industry. Scholar desires to investigate the actual relationship
between these two terms in the hospitality industry. Further, scholar have enough information
about the same subject that is why this topic has been selected as research title. Another reason is
its huge importance in the present competitive business environment. As customer satisfaction is
very important for the company in the competitive business environment that is why this title has
been selected.
Significance of the study
In the present study, the major objective of researcher is to analyse the impact of service
quality on customer satisfaction with respect of Hilton Hotel London. With assistance of this
research study, scholar can easily analyse the importance and role of service quality in
hospitality industry for enhance customer satisfaction. Furthermore, scholar can also disclose the
role of customer satisfaction in growth and progress of the business enterprise. Apart from that,
hospitality sector can enhance its existing services and practices in order to deliver effective
5

customer satisfaction with help of this study. Thus, it can be said that this research study assist to
the company in understanding the actual relationship between the service quality and customer
satisfaction in the hospitality industry. Scholar can also analyse the factor from that customer
satisfaction and services quality can influence in the hotel.
Problem Statement
In the present study, the major objective is to analyse the impact of service quality on
customer satisfaction with respect of Hilton Hotel London. The current topic is related to the
service quality and its impact on the customer satisfaction in the hospitality industry. The major
issue in this topic is that it is very difficult for management of hotel is to understand the actual
taste, preferences, choice and current trend of the customer related to the hotel services and
products. Another major issue in this industry is that service quality is large depends upon the
resources and technology. If corporation have effective technology and resources then it become
easy to enhance the quality and productivity of the hotel services and facilities for customers.
Thus, it can be said that in order to enhance the quality of services then it have to enhance the
resources within the hotel. Thus, this is very big issue for the organisation as they have to invest
large amount of money in purchasing the resources and technology.
6

CHAPTER- 2 LITERATURE REVIEW
Introduction
Once the introduction of the research investigation has completed then in the next chapter,
literature review can start. It is considered as one of the most significant chapter in the entire
research investigation by which scholar can collect the detail knowledge and understanding
about the subject. Literature review is based in the secondary data collection so it is very
important for the researcher to conduct effective secondary data collection from the journal,
books, online blogs etc and all information should be relevant to the subject. In this section,
critical analysis is made on the argument which has given by the different authors about the
topic. Further, various kinds of recommendation also give by the author about the same subject.
In the present study, the major objective of researcher is to analyse the impact of service quality
on customer satisfaction with respect of Hilton Hotel London. Thus, various themes about the
topic has been discussed below-
Meaning and concept of services quality in the Hospitality sector
As per the view of Yoshida and James, (2010) service quality defines that how marketer
and company supply the services to the customer in order to meet the expectation of the
customer related to the product and services. It is an achievement in the customer service which
reflects in various aspects such as product, delivery, customer care etc. Service quality is quite
different from the customer satisfaction because customer satisfaction is depends upon the
service quality but service quality do not depends upon the customer satisfaction. Services are
basically intangible and it can not influenced by the ownership. It refers to the shaped by an
enduring entire assessment of a corporation's performance and growth. According to the view of
Deng, and Zhang, (2010) service quality is a measurement about how the services is actually
delivered to the customer against their needs, wants, desires and charged money. It measures
how well a service is delivered as compare to customer expectation. Service business operators
often assess the service quality provided to their customer in order to improve their services, to
quickly identify problems and to better assess client satisfaction. Service quality can defined as
the extent to which the service fulfils the needs or expectation of the customers or conceptualised
it as the overall impression of the customer as regard the weakness or excellence of the services.
In the opinion of service quality consists of three dimensions that are physical facilities, staff and
materials. It can be divided in the functional quality and technical quality. As per the view of
7

Eid, (2011) servaqual model is based on the concept of service quality which have five
dimensions that are empathy, reliability, assurance, responsiveness and tangibility.
Meaning and concept of customer satisfaction in the Hospitality sector
According to the view of Flint, Blocker and Boutin, (2011) customer satisfaction is a
marketing term that measures how products or service supplied by the company meet or surpass
a customer’s expectation. It is a leading indicator of consumer repurchase intension and loyalty.
It assists in reducing the customer churn and it enhances customers lifetime value. In the opinion
of Gouws, (2012) customer satisfaction is directly link with the organisation profitability and
value in the market. In the context of hospitality sector, customer satisfaction is very important
aspect by which organisation can able to gain excellent profitability and market share in the
competitive business environment. If company’s customers are effectively satisfied then it
becomes easy to enhance competitive advantage in the market. If customer satisfaction of the
product and services is high then firm can sustain in the market for long time. In the opinion of
Vazifehdust and Farokhian, (2013) customer satisfaction in the hospitality sector is very
important by which company can enhance its goodwill and profitability as compare to the other
competitors. In the view of Hwang and Zhao, (2010) customer satisfaction is the best indicator of
how likely a customer will make a purchase in the future. Customer satisfaction is a part of
customer's experience which determined after sell services in the market. Customer satisfaction
can largely influence from various factors such as prices, features, distribution, deliver, suppliers
behaviours etc in the market. In addition to this, customer satisfaction level can enhance only
while company effectively meet expectation of customers and demand related to the product and
services.
Relationship between the service quality and satisfaction in the Hospitality sector
According to the view of Kriz, Gummesson and Quazi, (2013) service quality have direct
relationship with customer satisfaction. If hotel enhance its quality of services and facilities then
it will automatically influence customer satisfaction in the positive way. Service quality defines
the productivity, efficiency and appropriateness of the services and facilities which gives to the
customer within the hotel. If company enhance the efficiency and productivity of hotel services
and facilities then it will directly enhance the satisfaction level of customers. If company invests
the capital in improving the services and facilities of the hotel like accommodation,
entertainment, restaurants, food and beverages, transportation etc then it will lead the higher
8

satisfaction of customer. Thus, it can be said that it is very important for the hotel to make such
arrangement and facilities for the customer by whom their expectation and requirement can
effectively fulfil. there is a strong relation in between service quality and customer satisfaction as
depending on the quality of services only, target audience of a hotel decides that whether they
will be repeating their purchase with the same or not
Impact of service quality on the customer satisfaction in the Hospitality sector
According to the view of Ryu Lee and Gon Kim, (2012) in hotel industry, it is highly
important for maintaining the satisfaction level of customers for complete staff ranging from top
management to front line employees i.e. housekeepers, receptionists, front cashiers, etc. By make
customer satisfied, hotel can enhance its market share and profitability in the competitive
business environment. In the opinion of McMillan and Schumacher, (2014) in the present time,
in the hotel industry there is huge competition in the market among the brand. Customers have
lots of option to select the brand and purchase its product and services. In this current scenario, it
is very important for business enterprise to make customer happy and satisfied because entire
growth and profitability of the company is largely depends upon the customer satisfaction. If
customers are effectively satisfied then company can sustain in the market for long time. On the
other hand if customer does not happy then company’s position and goodwill can decline from
the market. Thus, it is very important for the hotel industry to make customer satisfied and
happy. In the view of Agbor, (2011) customer satisfaction is the best indicator of how likely a
customer will make a purchase in the future. It is a kind of indicator to measure the customer
expectations as it is fulfilled or not by the company. On the other hand service quality is a
measurement about how the services is actually delivered to the customer against their needs,
wants, desires and charged money. It measures how well a service is delivered as compare to
customer expectation.
In the hospitality sector, service quality and customer expectation have direct relationship
with each other. As service quality is increase then customer satisfaction can automatically
enhance in the hospitality sector. While hotel delivers high quality of services and facilities such
as accommodation, transportation, food and beverages, restaurant etc then it becomes easy to
enhance the satisfaction level of customers. While hotel delivers the services and facilities of
hotel according to the expectations of customer then loyalty of customer can enhance. They can
9

effectively satisfy with paid charges of the hotel thus it can be said that only service quality is a
aspect which can effectively satisfied customer expectations.
Ways to enhance the service's quality and customer satisfaction in the hospitality sector
In the opinion of Beard, (2014) in order to enhance the services quality of hospitality services
and facilities, management of hotel have to identify and assess the actual needs and wants of
the customer. Further, they have to need for identify the taste, trends and preferences of the
customer through which they can deliver the right services to the customers related to the
hotel. Thus, it can be said that in order to enhance the service's quality and customer
satisfaction , it is very important for hotel to conduct effective market research so as it can
diagnose the actual taste, preferences, taste and desires of the customer related to the hotel
services. By this way, hotel can easily deliver the actual services to the customer for satisfy
their needs and wants. On the contradicting view Kassim and Asiah Abdullah, (2010) stated
that service quality and customer satisfaction can enhance in the hospitality sector by
provide effective training and development to employees. As employees in the hospitality
sector plays a very crucial role because they are mostly close with customers. If employees
are in high skilled and quality then they can make customer satisfied. In order to improve the
customer satisfaction and service quality in the hotel, management should provide effective
training and development to customers. By organise training and development program for
customer, hotel can enhance skill, ability, capability and quality of customer about the hotel
services. By this staff member can effectively fulfil the needs and expectation of customer.
With help of training and development, employees can effectively acknowledge about to
deal and treat with customers. By this aspect, they can easily learn the methods to handle the
customer and solve their queries in the hospitality sector. Thus, it can be said that in order to
enhance the service's quality and customer satisfaction, training and development is the best
approach in the hospitality sector. In the contradicting view Hwang and Zhao, (2010) stated
that technology and resources plays a very crucial role in delivering effective service quality
and customer satisfaction in the hospitality sector. Hotel should invest effective technology
and resources through which it can enhance the quality of services.
10

11

CHAPTER- 3 RESEARCH METHODOLOGY
Introduction
Once the literature review chapter has over then in the research project, research
methodology chapter starts. This is one of the most important and crucial chapter in the entire
research investigation. This assist to the scholar in addressing the right solution of research
problem at the right time and at the right place (Garner and Scott, 2013). Research methodology
is one of the most significant procedure in the investigation study under which scholar can
collect, analyse and interpret the information about the subject and get the appropriate solution of
research problem. There are various kinds of research methods in the research methodology such
as research philosophies, research approach, research design, data analysis, data collection,
sampling, ethical consideration etc (Research Methodology. 2015). These all methods help to the
investigator in addressing the accurate solution of research problem. In the present study, the
major objective of scholar is to analyse the impact of service quality on customer satisfaction
with respect of Hilton Hotel London. For attain this objective, scholar has applied several
methods and technique of research methodology which are as follows-
Research Philosophies
Research philosophies are one of the most significant aspects in the entire research
methodology by which scholar can address the right solution in effective manner. This is the way
through which researcher can conduct the study in excellent manner. This helps to the scholar in
understanding the objective of research study and find out the best alternative solution of
research problem (Fiegen, 2010). Thus, it can be said that research philosophy is criteria to meet
the expected outcome of the research study by which scholar can understand the entire objective
and aim of the invesytigation. There are major two kinds of research philosophies such as
interpretivitm and positivism. In the present study the major objective of scholar is to analyse the
impact of service quality on customer satisfaction with respect of Hilton Hotel London, thus
interpretivism philosophy has been used according to which a deep insight of the subject with
justification of research problem has been gained by the scholar (Flick, 2011). As per the same,
small sample has been chosen and on the basis of their views about the research problem, final
justification has been made.
12