Analysis of Service Quality Impact on Consumer Satisfaction at Hilton

This report delves into the critical relationship between service quality and consumer satisfaction within the hospitality industry, specifically focusing on Hilton Hotels. The research explores the concept of service quality, identifying factors that influence consumer satisfaction and analyzing how service quality impacts customer behavior. The methodology includes a descriptive research design, interpretivism, and primary data collection through interviews with hotel managers. Key findings highlight the significant influence of service quality on customer satisfaction, emphasizing the importance of maintaining high service standards to attract and retain customers. The report also examines the marketing strategies and pricing considerations that contribute to consumer satisfaction, offering insights into how businesses can enhance their service quality to improve customer experiences and loyalty. The analysis underscores the unpredictable nature of customer preferences and the need for constant improvement in service delivery.

TO ANALYSE THE IMPACT OF
SERVICE QUALITY ON
CONSUMER SATISFACTION
Task 4

RESEARCH AIMS &
OBJECTIVES
The main aim of research is to identify the
impact of service quality on consumer
satisfaction: A study on Hilton Hotels.
Considering this topic, some objectives have
been proposed and description of the same
has done down under:
• To understand concept of service quality in
hospitality industry;
• To examine factors which impact consumer
satisfaction in hospitality industry;
• To analyse influence of service quality on
consumer satisfaction in Hilton Hotel;
• To recommend measures for enhancing
service quality and improving the
satisfaction level of consumers in Hilton

RESEARCH QUESTIONS
From the above framed research objectives,
some research questions have been
developed which will help researcher in
conducting the research in effective manner.
Some of the research questions have been
framed down under:
• What is the importance of service quality in
hospitality industry?
• What are the different factors which
influence consumer satisfaction in Hilton
hotel?
• What usually are the major components of
service quality on consumer satisfaction in
Hilton Hotel?

RESEARCH METHODOLOGY
• Research design – Descriptive
research design
• Research philosophy – Interpretivism
• Data collection – Primary data will be
collected through interview method
• Data analysis – Thematic approach
• Sample and sampling – 5 managers
are considered for interview questions.

CONCEPT OF SERVICE QUALITY
IN HOSPITALITY SECTOR
• According to Mahamad and Ramayah (2010),
service quality can be described as a high
standard maintained in service. Any business
enterprise who deliver high quality service
will definitely have a strong customer base.
• The consumers will be happy and satisfied by
the services of any venture when firm fulfills
expectations of customers. This thing will
increase sales and growth of enterprise and
overall productivity of organisation.
• Moreover, by satisfying customers with high
quality service will make brand loyal
customers

FACTORS INFLUENCING
CONSUMER SATISFACTION IN
HOSPITALITY SECTOR
• Anderson and Swaminathan (2011) said that
consumer satisfaction and service quality both
complement each other. The decrease or increase
in efficiency of any one aspect will have a direct
impact on other aspect as well.
• So to improve consumer satisfaction, quality of
service should be maintained at high level. In the
same way if consumers are not satisfied then it
means firm is lacking in delivering quality service.
• Besides maintaining service, some other factors are
also there which impact consumer satisfaction like
ways in which firm use to market its services. Also
the price which is taken by firm should complement
the service taken by customers.

INFLUENCE OF SERVICE QUALITY
ON CUSTOMER SATISFACTION
• It was asked from the managers about the
impact of service quality on the satisfaction of
the customers. On getting the responses it was
derived that service quality highly influence the
behavior of the people.
• They will come at the door of the Hilton only
when the service level is of high standard.
Managers were of the opinion that they have to
focus constantly on improving the services
within the hotel.
• Komunda and Osarenkhoe (2012) stated that
customers are of unpredictable nature and
generally they have lots of options available for
switching. Satisfaction can be positive or
negative.