Introduction - Key Factors and Frameworks for Guest Satisfaction at Hilton
Background of the study
Customer satisfaction refers to the evaluation of how the firm’s products and services meet buyer’s expectations. Customer satisfaction strategies help the organization to benchmark the company’s progress, emphasize areas of development, raise the product or services value as well as customer experience (Al-Dmour et al, 2021). Guest satisfaction within hospitality industry measures how well the company is making their clients happy as well as satisfied with the services. The current proposal is based on Hilton which offers luxurious accommodation services to the customers and makes their vocational experience memorable. This gives a firm a competitive edge, increase profits, retention and development in the global market. Customer satisfaction is most important has it helps business to raise the chance of customer returning back. High customer satisfaction will assist Hilton to increase retention and boost sales among their existing guest base.
Aims and objectives
The aim of the study is to analyze the strategies that enhance customer satisfaction within Hilton UK’s hospitality company.
To analyse the theories and models of customer satisfaction.
To evaluate factors which impact customer satisfaction within hospitality sector
To ascertain strategic framework which ensures satisfaction among Hilton’s customers.
To recommend competent strategic framework to Hilton which evolves high satisfaction among customers
Research questions
Q.1 What are the theories and models of customer satisfaction?
Q.2 Which factors impact customer satisfaction within hospitality sector?
Q.3 How strategic framework ensures satisfaction among Hilton’s customers?
Literature Review
Theories and models of customer satisfaction
In accordance with the views of Lee et al, (2020) expectancy disconfirmation paradigm (EDP) refers as a customer purchasing products as well as services with the expectation regarding probable performance. This signifies that individuals contrast the performance of the services against their expectations of the products and services. This impact is arbitrated through positive or negative disconfirmation among performance as well as expectations. Post purchase satisfaction means to expand at which the individual is satisfied with the services or technology after experience. On the critical note, Tien et al, (2021) said that negative disconfirmation can occur when performance is lower than the customer expectations. Geebren et al, (2021) described Kano model of customer satisfaction prioritises the firm’s feature thoughts into a clear growth plan on the basis of better performance and level of customer satisfaction. Basic need is significant features that clients expect from any goods and services. For instance, this model helps staff to recognize which features will satisfy as well as pleasure clients.
Factors impacting customer satisfaction within hospitality sector
Özkan et al, (2020) ascertained the fact that service quality is a safeguard of how well the company provides services to meets its guest’s demands as well as expectations within hospitality industry. The companies by improving the service quality can boost a profits and brand image. This can also have the impact on the capability on the ability to satisfy customer requirements while enduring competitive (Lina, 2022). Firms are continuously seeking for innovative ways to provide service quality as well as discriminate their service offerings. This is referred as competitive advantage to draw as well as retain customers that raise their profits. However, Nguyen et al, (2020) argued that maintain high service quality can be quite challenging for the companies to enhance customer satisfaction. Naini et al, (2022) examined technology and innovation within hospitability industry plays a crucial role in enhancing customer experience. Technologies in hotels can enhance the customer satisfaction by providing mobile check-ins, online reservations as well as customized services. By implementing customer relationship management strategies or approach firm can understand visitors’ experience. Advancement in innovation allows team to focus on tailored service. Nevertheless, Bello et al, (2021) argued that the increasing use of innovation and technology can reduce the communication among staff and hotel guests.
Strategic framework that ensure satisfaction among hospitality industry customers
Akıl and Ungan (2022) identified in their study that customer driven culture within the company can focus on pre sales, sales and post sales experience of the guests to boost profits as well as attain a competitive advantage within the market. However, Supriyanto et al, (2021) defined that firms are facing challenges in building a culture focused on clients because of the absence of processes and lack of resources to target customers. This is significant for the firms to have a culture that retain customers in focus across staff for the long term growth and success. This also helps hotel businesses to enhance lifetime value to the clients and build customer loyalty. Bello et al, (2021) mentioned in their study that the firms offering personalized services to its customers by tailoring their need and preferences can satisfy them. This helps the firms to make customers feel values and enhance their brand loyalty. Customers are more inclined to attach with the company that appreciate their preferences as well as make the guest experience flawless within hospitality industry. Nevertheless, Uzir et al, (2021) argued that the major drawback of personalization services is that it notice offensive of privacy of personal data of customers.
For the present study on strategies to enhance customer satisfaction within Hilton qualitative research type will be selected (Zhang et al, 2021). Qualitative methods in research involve analyzing as well as collection of non statistical or numeral data to understand analysis of study and experience. Qualitative research provides in-depth view of the study and provides flexibility to changes the behavior.
3.2 Research approach
Research approach includes the process chosen by the researcher to analyze, collect as well as interpret information. There are mainly 2 types of research approach that is inductive and deductive. For the present study inductive research approach will be chosen. This approach allows flexibility as well as supports to form new hypothesis. Inductive approach does not provide any new information as the theory is already tested (Slack and Singh, 2020). This approach also allows researcher to recognize trends in data to reach logical solution on patterns.
3.3 Research philosophy
Research philosophy is the belief that the manner in which the data should be collected, analyzed as well as utilize in the research. They are of two types such as positivism and interpretivism. For the study on the impact of various strategies on customer satisfaction, interpretivism philosophy will be selected. This helps researcher to reduce the biasness of the data by conducting survey (Pandey and Pandey, 2021). Interpretivism philosophy also provides high data validity and reliability by focusing on personal analysis.
3.4 Data collection
Data collection is the procedure of collecting the information regarding the study on research objectives and helps to evaluate outcomes. Both primary as well as secondary data collection methods will be selected by researcher to gain in-depth knowledge. Primary data will be collected through survey of customers of hotel Hilton to review their thoughts and opinions on their experience. Secondary data will be gathered using books, journals, articles as well as various other research papers while maintaining ethical consideration in collecting important data.
3.5 Sampling: simple random sampling
Survey will conducted by selecting 40 customers of Hilton to analyze their experience at hotel by using simple random sampling method. Within this methods researcher will randomly select participants from the large population.
3.6 Data analysis
Data analysis is the procedure of systematically applying qualitative methods to evaluate as well as describe variables of the study (Mishra and Alok, 2022). They are generally of 2 kinds such as SPSS used in quantitative and thematic analysis in qualitative research. For the present study the researcher will use thematic analysis to analyze the data using themes and patterns. This facilitate investigator to discover and explore new ideas as well as recognize differences and common point among participants.
3.7 Ethical consideration
This involves the set of principles that direct the research practices as well as design while gathering data. The research will be conducted by taking informed consent from the participants involved within the survey. Within secondary data researcher will make sure that no harm will be granted to individuals of data subjects (Nayak and Singh, 2021). The privacy and confidentiality of the participants will be protected during the survey while conducting the research.
3.8 Validity and reliability
Reliability means the consistency of the study as well as validity means accuracy of the data collected. The researcher while conducting the research will make sure to maintain validity as well as reliability that provide appropriate results.
Conclusion
The major limitation of qualitative research methodology is that the procedure of collecting as well as analyzing the data is very time consuming. This can also include issues related to interpretation of data limitation. Researcher can lack the control over variables that can limit the result. Qualitative research sometimes lack in providing deeper understanding of phenomenon that reduced authenticity of the study. In conclusion, it is essential for the firms to understand the level of customer satisfaction for long term success. Companies by offering customer loyalty initiatives can improve their experience and build brand reputation. To enhance customer satisfaction it is significant for the hospitality companies to understand their needs and preferences. They can take feedbacks and reviews from customers to know their views and perception that will help the company to improve its performance in future. The firm should provide training to its staff to handle customers and provide them best services to enhance their experience at hotel. Companies should invest in technology and adopt innovation within their business operations that will help them to attract large number of customers and satisfy their needs. Businesses by offering its customer tailored services can enhance their satisfaction and build brand loyalty.
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References
Books and Journals
Akıl, S. and Ungan, M.C., 2022. E-commerce logistics service quality: customer satisfaction and loyalty. Journal of Electronic Commerce in Organizations (JECO), 20(1), pp.1-19.
Al-Dmour, R., AlShaar, F., Al-Dmour, H., Masa’Deh, R. and Alshurideh, M.T., 2021. The effect of service recovery justices strategies on online customer engagement via the role of “Customer Satisfaction” during the Covid-19 pandemic: An empirical study. The effect of coronavirus disease (COVID-19) on business intelligence, pp.325-346.
Bello, K.B., Jusoh, A. and Md Nor, K., 2021. Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness. Social responsibility journal, 17(8), pp.1116-1130.
Bello, K.B., Jusoh, A. and Md Nor, K., 2021. Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness. Social responsibility journal, 17(8), pp.1116-1130.
Geebren, A., Jabbar, A. and Luo, M., 2021. Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114, p.106584.
Lee, S., Han, H., Radic, A. and Tariq, B., 2020. Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, pp.348-358.
Lina, R., 2022. Improving Product Quality and Satisfaction as Fundamental Strategies in Strengthening Customer Loyalty. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), pp.19-26.
Mishra, S.B. and Alok, S., 2022. Handbook of research methodology.
Naini, N.F., Santoso, S., Andriani, T.S. and Claudia, U.G., 2022. The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of consumer sciences, 7(1), pp.34-50.
Nayak, J.K. and Singh, P., 2021. Fundamentals of research methodology problems and prospects. SSDN Publishers & Distributors.
Nguyen, D.T., Pham, V.T., Tran, D.M. and Pham, D.B.T., 2020. Impact of service quality, customer satisfaction and switching costs on customer loyalty. The Journal of Asian Finance, Economics and Business, 7(8), pp.395-405.
Özkan, P., Süer, S., Keser, İ.K. and Kocakoç, İ.D., 2020. The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), pp.384-405.
Özkan, P., Süer, S., Keser, İ.K. and Kocakoç, İ.D., 2020. The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), pp.384-405.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Slack, N.J. and Singh, G., 2020. The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction: Supermarkets in Fiji. The TQM Journal, 32(3), pp.543-558.
Supriyanto, A., Wiyono, B.B. and Burhanuddin, B., 2021. Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), p.1937847.
Tien, N.H., Trang, T.T.T. and Ngoc, P.B., 2021. Assessing Customer Satisfaction for Can Gio Tourist Destination in Ho Chi Minh City. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(08), pp.249-268.
Uzir, M.U.H., Al Halbusi, H., Thurasamy, R., Hock, R.L.T., Aljaberi, M.A., Hasan, N. and Hamid, M., 2021. The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, p.102721.
Zhang, M., Sun, L., Qin, F. and Wang, G.A., 2021. E-service quality on live streaming platforms: swift guanxi perspective. Journal of Services Marketing, 35(3), pp.312-324.
Online
Hilton, 2023. Online. Available through. : < https://www.hilton.com/en/ >
