Service Quality Analysis: Marriott Hotel and Hilton Hotel in London

This research project examines service quality measurement within the hospitality industry, focusing on Marriott and Hilton Hotels in London. The study investigates the importance of service quality for customer satisfaction and retention, highlighting its role in achieving competitive advantages. The project outlines the conceptual framework, including chapters on introduction, literature review, research methodology, data analysis, and conclusions. The research aims to identify effective ways to measure service quality, improve it, and assess its impact on customer loyalty. The methodology includes both qualitative and quantitative research methods, primary and secondary data collection, and thematic analysis. The literature review explores the concept of service quality, measurement tools like RATER and SERVQUAL, and areas for improvement within the case study hotels. The project also examines the impact of social listening and the Service Quality Gap Model on service quality. The conclusion and recommendations address the research objectives and provide insights into enhancing service quality within the hospitality sector.

Submission Front Sheet
Project Code: AB807H4TG
Programme: BTEC Higher National Diploma in Hospitality Management
Unit Title and Number: Research Project (Unit-4)
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Is this a First Submission or Second Submission ?
Word Counts (5000-6000)
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RESEARCH
PROJECT

ABSTRACT
Service Quality considers as the most important factor within hospitality industry, to gain
sustainable and competitive advantages. It provides a great chance to hotels to gain the high
satisfaction and retention of their targeted audience, to run business profitably. For this purpose,
the two major hotels of UK that are Marriott and Hilton, use a number of strategic tools for
measuring their service quality, that their customers willing to pay for. This would help in
evaluating the gap between expected and actual performance of company, so that necessary
changes can be created to fulfil the same. Through the present research, it has been cleared that
by measuring the quality of services timely, efficiencies of outputs has been much increased.
This would make able both hotels to remain in competition and gain high sustainability as well.
Main intent of conducting this investigation is to analysis various number of
measurement ways via which hospitality industry can improves their service quality. For
achievement of this, different activities or tasks have been done by researcher. Literature review
is most essential section of research which have been completed by analysing point of view of
different authors about the research aim and objectives. Research methodology is another
important section which have been done by using different methods such as qualitative and
qualitative research, sampling method, primary and secondary methods of data collection,
research approach, strategies, philosophies etc. These were used by researcher which helped
them in completion of research systematically. Data analysis have been done by using thematic
analysis which helped an investigator to achieve better outcomes for research. Conclusion and
recommendation is last activity of research project and in which research aim and objectives
were addressed in systematic manner.

TITLE :
“To identify ways through which an organisation can measure service quality within
Hospitality Industry”. A case study of Marriott Hotel and Hilton Hotel in London”
CHAPTER 1 – INTRODUCTION
Overview of the research
Service quality plays a main role behind success of every organisation that deals in
hospitality industry. Here, management of such companies focuses more on understanding what
their targeted customers want, with purchasing power of them. This would help in offering better
quality of services to customers, on reasonable price rates. In context with hotels, with increase
in competition within given sector, it becomes highly important for them to measure their service
quality for getting retention of customers. An enterprise that mainly deal in hospitality and
service sector to give better services to the customers (Dedeoğlu and Demirer, 2015). For this
purpose, a number of tools can be used, in terms of assurance-responsiveness, reliability,
tangibility and empathy. In light of these aspects, the present research is going to make a
discussion on possible managerial implications taken by hotel industries, for increasing the
efficiencies of service-quality.
Conceptual framework of Research
There are different chapters which will be explain for completing this research project in
systematic manner. These are determine as under:
Chapter 1: Introduction: It is a first activity which will be includes research aim,
objectives, questions, overview of the research , background of an organisation, rationale etc.
These will helps an investigator to do next chapter in systematic manner.
Chapter 2: Literature review: Main purpose of this chapter is to find out conflicts in
previous study. In this section, different number of books, articles, publication research will be
used by researcher for identifying opinion of authors about the research aim and objectives.
Chapter 3: Research methodology: It is another main section of research project which
includes different methods such as primary and secondary method of data collection, qualitative
and quantitative research, sampling method etc. Theses will support a researcher to collect
accurate information and perform research in more systematic and effective manner.
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Chapter 4: Data analysis and interpretation: In order to analysis accurate data about the
current study, quantitative method of data analysis will be apply by researcher. As in this method
different tables, graph etc. will be develop by researcher.
Chapter 5: Conclusion and recommendation: It is a last chapter of research project
which will helps an investigator to address each objectives of research systematically and
essentially.
Background of the organisation
Marriott Hotel is a brand of high-tech services that was founded by J. Williard Marriott in
1957 (Marriott Hotels, 2019). While the global brand i.e. Hilton Hotel & Resorts was founded in
1919 by Conrad Hilton. Hilton Worldwide Holdings is one of the biggest hospitality companies
in the world (Hilton Worldwide Holdings, 2019). Both are consider international brand in accord
the world. As the main objective of present research is to measure the service quality of hotels as
per different perspective of customers, therefore, a case study is done on two biggest hotels of
UK that are – Hilton Hotel of London and Marriott Hotel. Both of these hotels offer a number
of services such as amazing discounts on leisure and luxury services, various amenities like
digital check-in and check-out process, keyless entry, Wi-Fi etc. to enhance the experience of
customers. In order to gain sustainability, Hilton Hotel concerns more on evaluating its
performance in terms of service qualitative via social listening method, which refers to a process
of data collection from social stage. It would help in analyzing where the performance lack and
what its targeted customers mostly willing to pay. This method is the process of collecting data
from social stage and on the chosen topic. Using this model, social know how is made such as
what people thinks about anything, what is their perception along with what are their reaction
after retrieval of the services. Also, collected data is used to be analyzed to ascertain trends along
with helpful perception. This is useful to influence wide scope of activities such as operations,
product issues and solving, changes into the services delivery or management along with
building of the advertising approaches. In context with Marriott Hotel, to evaluate where it fails
to gain desired performance of business, its management gives priority to apply Service Quality
Gap Model, for measuring its effectiveness and make improvement in the same (Quality in
Hospitality – Marriott Hotels case study, 2018). If the customer perceives that a service meets
their expectation, then they would be satisfied. It’s a gap method for purpose of service quality
measurement, which is the tool which can be useful by product manager across the industries.
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This model provides a framework which can be used to understand what customers are actually
preferred, to purchase services of respective hotel. Therefore, by identifying the gap between
expected and current performance, its management make changes accordingly.
Research aim
Main aim of this research is “To identify different ways through which an organisation can
measure service quality within Hospitality Industry”. A case study of Marriott Hotel and Hilton
Hotel in London”
Research objectives:
Research objectives are the aim which is set to carry out by researcher to conduct
research effectively along with purpose and aim in mind.
 To determine the concept of service quality measurement in hospitality industry
 To identify areas of improvement within Marriott and Hilton Hotel to improve service-
quality.
 To determine the impact of service quality on customer loyalty in hotel sector.
 To identify strategies by which better service quality of hotels can be measured and
improved.
Rationale of the research
The main aim behind selecting the given research topic i.e. service-quality of hotel
industry, is to evaluate how such organisations improving their services to gain high profitability
and retention of targeted customers. By making an investigation on given topic, researchers can
enhance their skills and level of knowledge within hospitality industry, behind their success
(Dedeoğlu and Demirer, 2015). Moreover, the purpose or say point reason such as service
quality, its effective fulfilment along with solving issues to bring reliability, responsiveness,
assurance, tangibility and empathy in terms of the hotel services. Also, reason behind carry out
the research is the continuous going of problem being occurred into the hospitality industry and
which as simply led to burden on its performance or continuous operation to be undertaken.
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CHAPTER 2 : THE LITERATURE REVIEW
Literature review consider more significant part of research methodology. Main purpose
of literature review is to analysis inconsequence or conflict in previous study. Along with this, in
this part of research project, each objectives of study will be address in more effective and
accurate manner.
The concept of service quality measurement in hospitality industry
According to the Ali Ramezani Ghotbabadi, 2015, Service quality measurement
introduces as one of the essential measurement tools for an organisation to know consumers'
needs and demands by identifying the experience of consumers as well as customers' satisfaction
on the services provided. As per the views of Dedeoğlu and Demirer (2015), it has been analysed
that measuring service-quality and investigate its relationship with customer satisfaction and
their retention, is considered as the important aspect in running business within hospitality sector
in sustainable manner. This concept also paid high attention for hotels in offering best services to
their targeted customers. While, perceived service-quality can be defined as an indistinct
construct of services in terms of goodness, luxury and high-valued for customers. It is also
distinguished as the judgement of customers about superiority and excellence of a hotel that
provided them desired satisfaction. Therefore, to measure service quality to gain positive
judgement of customers, hotels can adopt the concept of RATER i.e. Reliability, Assurance,
Tangibles, Empathy and Responsiveness. Hereby, reliability relates with ability of performing
the best services, while, assurance as courtesy and knowledge of employees with skills to inspire
trust and confidence. Along with this, physical facilities, appearance of personnel etc. show the
tangibility and how a hotel treat its consumers entails empathy on individual manner. While,
willingness for serving best services to customers with assurance for courtesy of employees, can
be defined as responsiveness. All these factors will help an organisation in measuring their
service quality.
On the other hand Kim, Vogt and Knutson, 2015, service quality measurement is one of
the essential and effective tools of measurement for hospitality industry to know consumer's
wants and needs by identifying customer's satisfaction and consumer's experience on the services
provided. In order to measuring service quality, SERVQUAL is considering more effective
model. This model is based on a set of 5 parts which have been systematically ranked by clients
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to be most essential for service quality. Tangibles, Reliability, Responsiveness, Assurance and
Empathy are considering main dimensions which will support an enterprise to provide better
service quality to the customers. As it will support an organisation in its success and
development within given time period.
(Source: Theoretical Framework of Service Quality, 2018)
Areas of betterment within Marriott as well as Hilton Hotel also to enhnace service-quality
According to the above case study of Marriott hotel it has been concluded that Tsvetan
Bankov (2018), they are offering better quality of goods and services to customers, therefore,
organisation required to reduce their variants like what they want to offer and what clients are
willing to give (Quality in Hospitality – Marriott Hotels case study, 2018). It will be helpful for
receptive firm by this they can improve their overall services according to the customers and able
to get their desired goals effectively. In reference with case study of Hilton hotel there is article
which is given by Bredava (2018), this can be said that social media is the best tool or process by
which firm can make their few changes accordingly. After having higher technologies in their
work respective firm can get valuable feedback from the customers and able to exceed their
satisfaction level. With the help of this advantage firm can stay for long period of time within the
competitive era of business.
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Illustration 1: Theoretical Framework of Service Quality

The effect of service quality on loyalty of customers within hotel sector
As per opinion of Edmundas Jasinskas (2015), the most important thing that hotels and
other organisations which deals in hospitality sector are needed to pay attention is service-
quality. The reason behind this is its impact that either positively or negatively affects the
customer loyalty and their retention towards their products and services. If any hotel fails to
perform as per promised services then it will directly affect the reputation of business, in
respective marketplace (Impact of hotel service quality on the loyalty of customers, 2016).
Therefore, to increase customer experience and retention of them in business, it is essential for
hotels to give attention on identifying what they actually willingness, so that proper services can
be provided (Kim and et. al., 2015).
On the other hand Manhas and et. al., 2015, Customer loyalty introduces to an effective
situation where a client creates a loyalty or long standing preferences towards a specific service
or product. Along with this, customer loyalty is revolved in the repeated purchases the client
makes of a specific service and his or his favourable nature towards a service or products. It also
supports to market the goods and services in the customer's close family and friend circle. Apart
from this, better service quality will support hospitality industry by increasing customer base. It
will also assist an organisation by enhancing loyalty and trust among customers. As it supports
an organisation in its development and growth within given time duration. Service quality within
hospitality industry is one of the most essential parts for gaining or achieving a sustainable
competitive benefit and customer's confidence or loyalty in the competitive marketplace,
therefore quality of service can provide the hospitality industry a better opportunity to develop
competitive differentiations for an enterprise. There are mainly three dimensions of service
quality which is physical facilities, materials and staff. It also classified into two parts: technical
quality and functional quality. Both types of quality will support a hospitality industry by
increasing its profitability and market share within given time period.
Wyas by which better service quality of hotels can be measured and improved.
As per the view of Mardani and et. al. (2015), better service quality is require by each
hotel to attract maximum number of customers easily. Better service quality within hospitality
industry will helps an organisation in improvement of its success and growth at marketplace.
Clients survey administration by looking at the administration they get with the administration
they want. Administration principles are client desires expressed in a manner that is significant to
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workers. On the off chance that thoroughly thought out, the norms direct and invigorate workers;
they explain the administration task, pass on a feeling of need, and give benchmarks against
which representatives can pass judgement on their own exhibition and chiefs can pass judgement
on the workers' and the association's presentation.
Administration principles bring a client centre into the worker's everyday truth of
administration conveyance. Characterizing the administration job adequately begins with formal
investigation to acknowledge clients' chief administration needs. Speculating what clients respect
most in administration existing a "Russian roulette" impulsive into the entire chain of
administration improving activities or tasks, from setting administration norms to the staffing,
fixing, estimating, assessing, and compensating quality needed to support the gauges. Along with
this, another critical aspect for classifying the administration job is to apply all possibility to
impart and strengthen administration norms—in collecting and education meetings; in interior
media, for illustration, work area signs, wallet cards, and divider publications; and in
performance calculation, judgement, and wages frameworks. Characterizing workers'
administration jobs unmistakably, reliably, and solidly is imperative to any association's
endeavours to improve administration. The conduct controlling and inspirational advantages of
administration benchmarks are definitely justified even despite the venture important to create
and strengthen them. Administration representatives need to recognize what amazing
administration means—and why they should think about conveying it.
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