Evaluating Training & Development for Customer Service at Hilton Hotel

This research report investigates the significance of training and development programs for employees within the hospitality industry, specifically using Hilton Hotel in Kensington, London, as a case study. The study aims to demonstrate how staff training enhances customer service and satisfaction. The literature review covers relevant concepts, training models such as the ADDIE model, and theories. The research methodology includes a descriptive philosophy, deductive approaches, and a positivism design, with primary data collected through surveys using closed-ended questions. The report's recommendations provide strategies for employee training and development programs to improve the quality of products and services, ultimately aligning with consumer requirements. The report emphasizes the importance of training in enhancing employee skills, knowledge, and overall performance to meet the demands of the competitive hospitality market, highlighting the benefits of well-structured training programs for employee morale, efficiency, and customer satisfaction.

Research Project

ABSTRACT
The research report will discuss the value of training and development program for
employees in order to satisfy requirements of customers. The aim of research is to demonstrate
value of staff training and development in hospitality business and how it will help to improve
customer services. In section of literature review, description of concept, models of staff training,
theories, and will be discussed. The research closed Descriptive philosophy, deductive
approaches and positivism design of research. Data collection primary tools are used along with
survey procedure with close-ended questions to collection information regarding the research. In
addition to this, in recommendations, study provides strategies. Employees training and
development programs and requirement of consumers in order to improve quality of product and
service.

INTRODUCTION
It can be said that hospitality business is depended upon the consumers and tourists.
Hospitality industry can increase their business range by attracting customers towards their
service and can build popularity among them. The project will cover importance and
effectiveness of worker’s training and development programs in order to improve customer
service in hospitality business - a case study on Hilton Hotel in Kensighton London. In addition
to this, importance of training and development programs to improve skills and knowledge of
employees in order to deliver quality and effective services to customer will be explained in this
project.
Organisational background
There are a lot of firms operating in hospitality business and providing their services to
consumers all around the world. It is analysed that Hilton Hotel, London is one of the best
hospitality business founded in 1919. The firm is known for their quality services and products
offered to customers. The hotel has contemporary rooms and suites feature memory foam
mattresses as well as Wi-Fi, flat-screen TVs, mood lighting and HDMI panels for streaming and
games consoles. Meeting rooms and business centre with printers are provided and amenities
include an international restaurant with bar.
Aim and objectives
Aim- The aim of research project is to evaluate and determine effectiveness and importance of
training and development programs for employees and staff to deliver quality services to
customers – a case study on Hilton Hotel in Kensighton London.
Objectives:
 To critically measure the training and development process for staff and employees
 To determine improvement of the consumer services in case of Hilton hotel
 To identify ways to increase the level of consumer satisfaction and improvement process
for the recruitment process for employees.
 To critically measure value of the training and development procedure of Hilton Hotel
Research questions
 How does the training process helps Hilton hotel in proper functioning?
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 What development can be done for the best customer service?
 How the Hilton Hotel fulfil the requirements of the customers?
 What are the important areas within the training process?
Importance of the study
The research is important as it will help researcher to understand importance of staff
training and development programs. The research has been conducted in order to determine
outcomes regarding proper training and development programs to employees. Apart from this,
this research also helps the researcher and people to determine the issue regarding the training
process and requirement for the development of skills and knowledge regarding hospitality
business in order to deliver quality services to customers.
LITERATURE REVIEW
In the 21st century, growth of business depends on quality of services and effectiveness
on performance level of the workers. Thus, proper and appropriate training and development
programs are necessary for firm in order to provide strength to human workforce in terms of their
skills, quality, performance etc.
Concept of staff training
According to Goetsch and Davis, (2014) training and development program concept is
crucial for all businesses related to hospitality that it helps to increase skills and knowledge of
employee’s and staff. It is kind of process that aims to enhance performance level of workers in
order to deliver quality services to customers. Every business especially hospitality industry has
a need for experienced and trained employees in order to perform various activities within
business effectively. The importance of providing training and development programs for
employees in order to enhance their skills and knowledge has grown due to the complexity in
tasks. For an example, UK spend billions of dollars (estimated) every year towards training
programs and formal courses for improving skills of workers. The organisations have understood
importance of training and development programs as environment is changing towards complex
works.
In addition to this, competition is also rising day by day that rapid development of hotel
business is become a necessity for all. Moreover, the quality and effectiveness of services is
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dependent on skills of employees which are linked to their experiences, competences and
knowledge. This will help hotel business to lead development. Thus, employees training needs is
a vital important part of organisation since productivity and performance of workers increases.
Training is important to motivate and inspire workers by securing information needed for the
work and also help to know the important affairs. Clair and Milliman, (2017) stated that training
and development programs seen as key instrument in order to implement practices and policies
within firm effectively. A successful business always include important training and
development program and strategy for their staff and workers.
Today's climate of business is all about rapid growth in technology which have an impact
on society, workers as well as economy that training importance is increased more than ever.
Training and development programs helps organisation to enhance their productivity and
profitability by inspiring and motivating employees to understand their roles and responsibilities
of jobs and to provide information needed to perform these jobs effectively. There are some
general benefits of training and development programs such as it helps to enhance pleasure of
morale and work, motivation, efficiency, capacity to approve new technologies and methods. In
addition to this, it enhances innovative strategies and products and reduce worker circulation.
Employees learning can be described as a learning experience that helps to improve their
performance regarding their job at workplace. The training and development programs include
attitudes, behaviour, skills and knowledge. Managers are responsible to determine need of
training programs within a particular time period. Poor training leads to high circulation and
employees are unable to deliver quality services.
Training is a key that helps to improve job satisfaction Lo, Wu and Tsai, (2015) and also
maintain staff and other members to prevent from looking another work. This will help to
provide them opportunity to accomplish their goals and objectives in career within firm. This
will help workers to feel motivated that they are providing a positive and crucial contribution to
the business effectively. Different types of training programs are required for employees in terms
of technology advancement knowledge, working skills and personal growth and development
etc. this will help workers to enhance their abilities so that they can contribute maximum efforts
towards organisation effectively. High employee turnover is a major issue for firm which include
wasting time for interviewing new people.
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In addition to this, efforts are required to train them for the particular job which reduce
productivity. Effective training programs should be organised by professionals so that employees
can understand their roles and responsibilities towards individual work and to accomplish desired
goals and objectives. Low job satisfaction leads to high employee turnover rates. The hotel
manager must provide learning to each staff and employee to adhere them with code of practice
and conduct. This will also include members of management team that proper training is
required to them for the betterment of their work.
Theories and model of staff training
According to Anitha, (2014) management requires particular models and theories in order
to plan an effective training program for employees. Most of the models and theories contain five
steps. ADDIE model is one of the most common model used by businesses that it helps to
analyse needs, design the training program and develop where the training is rolled out to the
field in whatever form the design phase stipulated. And evaluate the procedures to determine
effectiveness of training program to accomplish its goals and objectives. Analysis is the first
phase of model in which trainer analyses all the elements and aspects of training issues and seek
answers during proposing solutions.
In this phase, timeline and objectives are created. Possible solutions and potential causes
are explored and budget for the training program is proposed. Barrier towards success is
determined and target audience in terms of employees who required training is analysed. This
will help to provide great training solutions with effective analysis. In the second phase of
design, learning objectives and outcomes are identified. In addition to this, core of the potential
training solutions are explored. Training solutions begins to take shape when the feedbacks are
received. A discussion is made over training solutions, learning programs and objectives.
Development is a phase where the training program is written and created. Materials are
produced and created during this phase that design phase produce outline or blueprint. This will
help to notify employees about training dates that trainers are trained and materials to be used are
produces in this stage.
Implementation is a phase, where training program is delivered to workers. Employees
receive information regarding training and practices and how to use them at workplace. Training
materials are distributed to workers and initial results are measured. Finally, the program begins
to shape in business. Implementation program works smoothly if the training is received as it
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was intended and phases are conducted properly. Now it is time for the evaluation in which
entire training program is evaluated. Measuring effectiveness of training program starts with
implementation phase and learning is measured after providing training to workers. Feedback
and measurement helps to determine whether any changes are required in the initial stage.
Finally, employees report to their trainers in case of any further queries or lesson learned review.
According to Namasivayam, Guchait and Lei, (2014) there are number of theories exists
that helps to provide improvement and development to employees within a firm. Some
recommendations are also provided to improve person-organisation fit such as creating
opportunities for advancement, monetary support for development, balancing administrative
tasks, importance of business job fit and employees for professional life. There are some
elements that helps to contribute towards staff engagement such as employee satisfaction which
is achieved by positive reaction of workers including their job circumstances, supervisors and co-
workers. Identification of employees in terms of their emotional state. Commitment of
employees towards organisation. Loyalty of employees create positive attitudes towards business
an also motivate them to work harder. Employee’s performance can be seen with their quality
services that helps to produce positive customer response and interaction with firm.
Nickson, Warhurst and Witz, (2017) stated that transforming learning is also the best
option to improve develop skills and knowledge of workers effectively. This will help employees
to use critical self-reflecting in order to consider their experiences and beliefs. Transforming
learning helps workers by providing opportunities for critical thinking that managers are able to
create opportunities for their workers by motivating them to introduce new ideas. Workers are
now able to engage themselves towards their own assumptions and beliefs. This will also help to
provide opportunities to act on new perspectives from which workers are able to take steps that
helps to acknowledge their new perspectives effectively.
Concept of development
Concept of development is described by O'Cass and Sok, (2015) as a set of activities that
are carried out in order to collect and prioritise challenges and operational requirements, develop
alternative concept to achieve requirements and to select a preferred one as the basis of
capability development and subsequent system. In these regards, human development is
described as a process of enlarging freedom of people and improving and opportunities for their
well-being. In business, concept of development refers to basic information such as product or
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service, unique selling proposition and target demographic that helps to provide advantage for
business over its competitors. A business concept includes basic information regarding new
service or product which works as an approach towards market. In hotel businesses, concept of
development is very crucial that it helps to attract customers with a unique selling proposition.
There are number of organisations working and providing services in hospitality industry
that one must be differ from another so that customers can choose the better one according to the
requirements effectively. Businesses with specific services and products are the main attraction
of customers in hospitality services. Research and development is crucial for this part as it helps
to determine specific requirements of customers in order to achieve them that helps to enhance
production and profitability. In addition to this, different methods are available for businesses in
order to conduct these requirements of consumers such as feedback, survey and social media
monitoring. Once the business have broad understanding of whole hospitality business and its
needs, it is ready to develop into particular subcategory. Market trends, customer preferences,
competitor analysis is necessary for every business in order to make strategies that helps to
improve services from other industries efficiently.
According to Kirkpatrick and Kirkpatrick, (2016) business concept is what ties your
company ideas to a greater core. It helps to draw the relational inference between potential
business, the industry, and target market and consumers. Continuous improvement and
technology advancement are some opportunities for business in order to make their products and
services more effective. Customised services and products will help to deal with competition in
the market and customers as well. Business development concept in hospitality industry evaluate
and analyse various aspects of growth and development. It will also help to consider important
features of the strategic context in business in which the organisation is operating. Hospitality
business is depended on tourism of that particular country that high turnover of tourists brings
advancement and enhancement for all the resources available for the development. One of the
most important reason for the thought of improvement that it is very crucial for the hospitality
business as it helps to evaluate, goodwill and profitability of the firm. This will provide an idea
for firm in order to identify development needs within business whether for the employees or in
operational activities.
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SERVQUAL model
The SERVQUAL Model is an empiric model by Zeithaml, Parasuraman and Berry that
helps to compare service quality performances with requirements of consumer service quality.
The model is used to do a gap analysis of a business service quality performances against the
needs of customer services quality. This is the reason the model is known as GAP analysis.
There are five components of service quality such as tangibles refers to equipment, staff
appearance and physical facilities. Reliability is an ability to perform services accurately and
dependably. Responsiveness can be described as willingness to respond customer requirements.
Assurance refers to the ability to staff in order to inspire trust and confidence and finally
Empathy is an extent from which caring individualised services are given. Here ae the four
themes determined by SERVQUAL developers:
Consumer expectations: Management perception gap refers to have inaccurate perception of
manageable towards customer expectations. Lack of market and customer focus is the main
reason for this gap (Han, Bonn and Cho, 2016). An appropriate management process and
marketing analysis tools and attitudes are required to fill this gap.
Service quality specification gap: The inability of management to translate expectation of
consumer into service quality specification produce this gap. The gap is related to the aspects of
service design.
Service delivery gap: Service delivery guidelines do not intend to deliver high quality services or
performances. Lack of sufficient support for the front-line staff, variability in staff or contact
performance and process issues are the main reason behind this gap.
External communication gap: External communication of a business fashioned customer
experiences. A realistic expectation helps to promote positive perception towards quality of
service. The business musty ensure promotional activities are accurately describing services
offered by firm and the way it is delivered.
These four gaps cause fifth gap: It can be described as difference between consumer perception
and expectations for service quality received which is depended on the nature of the gap
associated with design, marketing and delivery of services. So, Gap 5 is the product of gaps 1, 2,
3 and 4.
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Importance of staff training and development in customer service
According to Wheeler, (2017) staff training and development is important for an
organisation in order to provide effective and quality services to customers in the market.
Training and development programs helps to inspire workers by securing information needed for
the work and also help to know the important affairs. This will also help employees to
understand their roles and responsibilities of jobs and to provide information needed to perform
their work effectively. Training is an essential tool that helps to improve job satisfaction and also
maintain staff which reduce high employee turnover rates. It also provides sufficient knowledge
and skills to employees so that they can assist customers effectively. Training and development
programs provides enough information to workers regarding their roles, responsibilities and
products and services offered by firm to customers that helps to define their work individually
and effectively.
This will help them to understand their work in order to assist customers efficiently in
order to enhance customer satisfaction and loyalty towards brand. This will also help
organisation to accomplish its goals and objectives by providing quality and effective services to
consumers. Hospitality business is depended on customer services that a happy consumer
provide information to his friends or family members about his experience. Positive reviews
about firm will help to enhance productivity and profitability by increasing number of customers.
Apart from this, negative feedbacks will reduce the goodwill as well as profits of firm. In
addition to this, training and development programs within firm provide higher employee
motivation and engagement. Providing training towards customer services will help to allow
workers to understand the impact of their roles and responsibilities on business and also improve
problem solving skills, communication skills and listening. Customer service training improve
workers skills regarding consumer assistance Kumar and Pansari, (2015) and they also acquire
new skills.
Training provides a set of competences towards a regular procedure to trade with
customers and makwe a sense of team spirit so that they all can work together to achieve
business objectives and goals effectively. Training is very important for workers as it is a key
that helps to improve job satisfaction and provide opportunity to accomplish employee’s goals
and objectives in career within firm. This will help organisation to create improved customer
services which lead towards productivity and profitability. Improving customer services with the
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help of training leads to enhance consumer loyalty, satisfaction and retention. Customer service
representatives also enhance their ability with the help of training programs that helps to resolve
issues and reduce the number of return calls.
According to Coleman, de Chernatony and Christodoulides, (2015) trained workers
within firm are able to address concerns of customers regarding any kind of issues or activity
which has a very positive impact on customer satisfaction. They interact with customers and
provide number of satisfactory activities which increase satisfaction of consumers. This
appreciation is critical towards business success as it is the basis for repeated patronage and
consumer loyalty. One of the most important benefit of customer service training is that it allows
firm to achieve higher customer retention and acquisition of new consumers which reduces
employee turnover rates and also enhance sales and profitability. The training and development
programs has great impact on workers' morale and motivation that they all come together to
achieve common goals and objectives of firm which is to satisfy their consumer needs and
satisfaction.
In addition to this, an employee receives necessary things in terms of personal ability to
perform better towards his individual work. There are number of ideas and suggestions can be
provided by employees at workplace in order to improve services offered by the firm to
customers in the market. This leads to develop confidence in workers so that they can work more
effectively towards their individual goals and objectives effectively. A structural development
and training program ensures that workers have consistent experience and knowledge. It is
relevant for the firm policies and procedures. Employees must aware of company policies and
procedures that includes health and safety of both workers and customers, discrimination and
administrative tasks. Putting all workers through regular development programs ensures that staff
members have at least exposure towards the company information effectively. Training and
development programs towards customer services not only improve business Plé, (2016) services
to consumers but also enhance employee’s satisfaction towards job that positive feedbacks
provided by consumers to managers leads to rewards and incentives. The investment made by
firm in training and development programs for employees to improve customer services shows
that supportive environment by firm.
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