- Critical analysis of the Relationship between the level of Customer Service and Customer Satisfaction in the Hospitality industry – a case study of Rydges Kensington, London.
- Table of Contents
- Abstract
- Chapter 1
- 1.1 Introduction
- 1.2Aim
- 1.3Objectives
- Chapter 2
- 2.0Literature Review
- 2.1What do we mean by Customer Service?
- 2.2 Customer Satisfactions
- 2.2.1 Identifying Customer Expectations
- 2.2.2 Benefits of meeting customer Expectations
- 2.2.3 The challenges of meeting customer expectations
- 2.3 Customer Relationship Management (CRM)
- 2.4 Customer retention
- 2.5 Customer satisfaction and loyalty
- Chapter 3
- 3.1Aims and Methodology
- 3.2Research approach
- 3.3Research questions
- 3.4Research philosophy
- 3.4Sample/participant selection
- 3.5Data collection
- 3.5.1Reasons for incorporating questionnaires
- 3.5.2Limitations of questionnaires
- 3.6.1Reasons for incorporating interviews
- 3.6.2Limitations of incorporating interviews
- 3.7Secondary research
- 3.8Research approach and research philosophy
- 3.9Ethical issues considered during the process of data collection
- Chapter 3
- 3.0Company background/context
- Chapter 4
- 4.1Findings Findings from the staff questionnaire
- Results from the guest/customer questionnaire
- Chapter 5
- 5.Analysis And Discussions
- 5.1Staff feedback analysis
- Working environment standard and availability of working facility
- 5.1.2Staff training facility
- 5.1.3Employee development process
- 5.1.4Internal communication system
- 5.1.4HR activities management and staff relation
- 5.1.5Technology and ability of employees to use facility
- 5.1.6Service satisfaction standard
- 5.2.2Professionalism and level of communication with customers
- 5.2.3Level of quality and service standard
- 5.2.3Food standard and price in accordance to quality
- 5.3 Discussion
- Conclusion
- References
- The paper is a study on the level of customer satisfaction in Rydges Kensington Hotel based on customer and employee feedback. The methodology incorporated in the study was surveys whereby the customers together with the employees presented their views on how the think the organization has maintained customer satisfaction as well as what can be improved in order to ensure that the organization meets the required level of customer satisfaction. The findings indicated that the customers and employees were not satisfied with the strategies that the management had incorporated in order to meet customer satisfaction. Majority indicated that the level of quality was too low. The customers also indicated that the prices of services were not consistent with the quality of products and services offered in the organization. The recommendations include the fact that employee motivation is essential in improving customer satisfaction as well as incorporating quality improvement techniques. The management also needs to focus on increasing the level of cleanliness to retain and attract more customers basing on the fact that it is an hospitality business.
- Customer’s satisfaction is one of the key strategies that help various organizations to achieve their growth objective. Establishing ways of ensuring customers satisfaction requires the management determine the various customers’ expectation and at the same time maintain high level of professionalism. Employees of an organization play a critical in ensuring that the company meets the demand of the customers. Additionally, customer satisfaction requires the management of an organization to improve their customer’s relation strategies.
- This research paper therefore analyzes some of the strategies that have been implemented by the management of the company to help ensure the customer satisfaction. This research paper adopts the qualitative date techniques in order to collect and analyze data. The interviewed was conducted from the employee to establish to various strategies that the management of the company had implemented in order to enhance customers satisfaction. The customers were also interviewed in order to establish their take on the various products that the company provided in the market. Involving the customers helped to establish whether they were satisfied with levels of products and services that the company provided in the market. The data that was collected is later analyzed in this paper to establish the extent to which the company provided their customers with quality products in the market. Moreover the research paper also presents some of the strategy that the human resource manager has implemented in order to enhance customers satisfaction. Finally this research papers presents some of the possible recommendations that can help the management of Rydges Kensington Hotel to improve on their customers’ satisfaction strategy.
- 1.2Aim
- Customer satisfaction is perceived as a potential aspect that helps develop or improve an organization. Improved customer satisfaction has been incorporated by some organizations as the competitive strategy of the business. The main aim of this research is to determine the significance of improved customer satisfaction in the organization and how it can be reached.
- 1.3Objectives
- The following are the objectives of the study
- To determine the strategies has the organization incorporated to ensure high quality customer service
- To determine the factors that impact or affect customer satisfaction in the organization
- To investigate the impact of reduced customer satisfaction in the organization
- To determine the strategies that the management of the organization can incorporate to ensure that there is improved customer retention
- Chapter 2
- 2.0Literature Review
- 2.1What do we mean by Customer Service?
- According to Hutchinsona et al (2009), customer service refers to the services that are given to the customer before, during and after a transaction. Good customer service is associated with great experience for the customers since they are likely to receive more than they expect. The final result of excellent customer service is increased satisfaction and performance of the business, as many consumers will flock in to be served. On the contrary, bad customer service is likely to lower the customer spirit towards the business and as such the business stands to lose in terms of sales as the customers look for a competitor who can serve them better. Customer service is almost a constant in every sector even though in varying degrees. This is influenced the level of contact between the customer and the person providing the service.
- In a survey carried out in the Clinical Center Customer Service Institute, it was established that customer service is a very important initiative that can be taken by any business that is serving the public. The Clinical Center (CC), identified customer service as a very important initiative in its strategic goals and plans. The study was actually carried out among the patients, the employees and the general public in order to establish what the perception towards the clinic is like and perhaps the ways it can improve on the weak areas. The study showed that the customers would love to be served at the clinic facility as long as they can get better services. Continuous improvement in customer service was the key point in the study. Most of the participants agreed that the process of handling the patients, dealing with employees and other general concerns should be top in meeting customer expectations (American Express 2012). In agreement with these findings about customer service, is the study by the American Express in 2012 about global customer service in particular the case of America. The study that was conducted across different sectors of the economy revealed that customer service is such an important issue and any business that takes it seriously, stands a chance of gaining a competitive advantage in the market. This is after it had been established that about 65% of the consumers, are willing to spend more with those companies that have excellent customer service. This is so because of the positive experiences they get when they get served by these businesses. In addition to these, many of the consumers value excellent customer service. Further, in the study, many of the respondents said that they would love to share their customer experiences with friends and relatives. This means that if the customer service is bad, the business is likely to lose sales to the competitors. This is because many of consumers would like to get positive experiences when transact with any business. According to Jones et al (2002), good customer service entails the process of developing different brands with the customers, something that would hopefully lead into long-term relationships. The relationship is for mutual benefit and for that reason should not be seen as a cost element by the business.
- 2.2 Customer Satisfactions
- Customer satisfaction is a subject that has remained under discussion in the consumer domain for many years. This is because it tends to influence the way the customer responds to the business. Customer satisfaction is related to the fulfillment of a well-known goal. For instance, the consumer may wish to have his hunger and thirst quenched and safety ensured. However, in the study of human behavior according to Caruana (2002), is not static and therefore, is satisfaction is to be achieved, relevant services must always be provided. This means that the continuous modification of customer service is a constant. Anderson & Mittal (2000) defines customer satisfaction as the fulfillment of the customer’s expectation. This is basically about the product or the service features that provide the maximum amount of pressure to the customer. High levels of customer fulfillment imply high-level satisfaction. On the other hand, customer dissatisfaction comes into being when the customer goals and expectations are not fulfilled. In other words, the customer is satisfied when he is pleased with the service that he has received or when the pain suffered is being reduced or even a certain problem has been solved. However, according to Sirdeshmukh et al (2002), is of the view that fulfillment is not limited to meeting one’s needs alone. This is after he had established that the customer can be satisfied if there is over-fulfillment that provides extra pressure. On the other hand, under-fulfillment can also be satisfying if it can provide more pressure than what one anticipated for.
- According to Caruana (2002), customer satisfaction can be a subject of many factors. This is according to the study that was carried out at the Jobcentre Plus in 2009. The study that was carried using both the quantitative and qualitative research techniques, revealed that there are a number of factors that can influence the level of satisfaction of an individual. Among the factors that were found to influence the level of customer satisfaction among the users of the Jobcentre Plus Services, include: the region from which the customer comes from, customer gender, age, ethnicity, disability, caring responsibilities and occupation. What this means to the business is that the service or the product that is made available for the customer, should have specific features that conform to the customer expectations and taking into account which among these factors are important in influencing customer satisfaction Hutchinsona et al 2009).
- However, what is emerging as an issue in relation to customer satisfaction is how it affects the customers’ responses towards government organizations and private businesses. This is so because in private businesses, the sales are set to decline if the customers are not satisfied. This will have a direct impact on the performance of the business. However, in the case of the government organizations, customer dissatisfaction can only be expressed during general elections when the public will have the choice to decide which government should take over the leadership. This is quite a long process and may be less direct to one organization. It is from this perspective that Anderson & Mittal (2000), established that the level of customer satisfaction is higher in private businesses such as insurance companies, consulting firms, banks, hospitals, hotels among others as opposed to the government organizations and institutions. This is because there is no direct impact the government organization even when the public is not satisfied.
- Customer expectations are the experiences a customer or a consumer has over a product or service. There are various customer expectations and they include the following; performance standard expectations (Wirtz 2003). These are the measurements the customer wants the product to perform. It includes quality standards and the way customers are served. For instance the customers expect that they get the services and products to meet their demands and the services should be worth what the customer pays.
- There are also the implicit expectations. These are the expectations of cultural performance. They are the expectations when the customer wants to get the satisfaction from the product or service according to the culture of the organization of being known to offer the best products or services and therefore the customer expects to get satisfaction according to the previous experience (Zairi 2000). For instance, customers expect to get quality products and services as the company is known to offer quality products and services.
- There are also the static expectations. This is where the product or service is made specifically to serve a certain purpose. In this regard, the product or service is expected to measure up to the standards prescribed so that it can satisfy the customer demands(Cook 2004). These measures include timeliness, accuracy and customization. Therefore the customers of a company expect that the products and services of the company meet their static expectations by being timely and accurate services and products in order to satisfy the customers.
- There are also the dynamic expectations. This is the expectation of the customers to know how the products and services will be changing with time to meet the changing customer demands (Fecikova 2004). The customers’ demands change with time and hence they expect that the products or services also change to suit their demands. The company will meet the customer dynamic expectations by continuously evaluating their management systems and where necessary change the systems according to the current changes so that the customers will be satisfied that their demands are being considered by the company.
- There are also technological expectations. These are the customer expectations that the products and services should be manufactured using the most current technology. This means that the customers expect the products and services of the company should develop new features as the technology changes to meet the changing demands of the customers (Scott 2012). By meeting the technological expectations, the company will be able to attract and maintain the customers.
- In addition, interpersonal expectations are also expected by the customers. This is the relationship between the customers and the products. The customers expect that the products or services should be able to solve the problems of the customer (Avadhan 2003). Relationships between people are important because it helps to satisfy the customer expectations by offering support services. The customers of an organization expect to have a good relationship with the company so that they will get better support services like patience and problem solving.
- 2.2.2 Benefits of meeting customer Expectations
- There are many benefits of meeting the customers’ demands. The first benefit is that customer satisfaction helps to transform customers into loyal clients (Hooda 2004). This is especially for the first time clients. After getting satisfied by the services and products of the company, they will come back again and develop loyalty to the company. In this regard, the company will be able to compete effectively in the market by gaining competitive advantage and the company will have regular customers.
- Customer satisfaction also enables an organization to improve its sales because the customers will be visiting the company regularly. The company will have many customers than the competitors because of the quality of services they get (Hooda 2004). For instance when a customer is satisfied with the services and products he or she gets, the customer will not be interested to go away from the company thus the company will be able to attract and maintain customers leading to higher sales.
- On the other hand, customer satisfaction leads to referrals from other customers. Customers who are satisfied with the products and services of a company will refer other clients to the company because of the quality of services they get there (Avadhan 2003). This will increase the customer base and the company will have many customers improving its market share leading to high performance. Through customer satisfaction a company will be able to maintain its market share and that is why some companies are performing better in the market.
- Furthermore, through customer satisfaction the company will be able to create a good reputation. When the customers are satisfied with the services and products they get from the company, they will go out with a good name of the company (Zairi 2000)). A good reputation is one strategy that enables the company to market itself. There will be many customers visiting the company because of the good name and as a result the company will be able to attract and maintain many customers leading to improved performance. A good reputation can be a source of competitive advantage to a company.
- Customer satisfaction further enables an organization to prioritize other events. By conducting customer satisfaction surveys, a company will be able to understand the strengths and weaknesses of the organization (Zaire 2000). After understanding their weaknesses and strengths, the company will be able to prioritize other events and improve on the weak sections. This will help the company to grow faster by designing strategies to improve customer satisfaction so that it can attract and maintain the customers.
- 2.2.3 The challenges of meeting customer expectations
- In trying to satisfy customers by meeting their expectations, there are numerous challenges that businesses should attend to. First and foremost, it is the ever changing customer expectations. A study carried out by the Deloite Consulting in the insurance industry in 2011, found out that changing of the customer expectations, is the main challenge insurance firms have to deal with. Having superior customer experience is very essential in the insurance industry and many companies are struggling with these as customers are now demanding more in terms of superiority. This actually has become a burden for many of the insurance companies. This is because they have to change their strategies on a regular basis so as to meet the rising obligations (Hutchinsona et al 2009). Because of this reason, different insurance companies are now switching to the use of new technology and analytics as one way of ensuring that their services are continuously improved in order to meet the changing expectations of the customers. Further, this problem is more common in the tourism and hospitality industry. This is because of the high cost that businesses operating in this sector have to incur in order to meet different customer expectations. This is according to the study by Soultana (2012), in relation to quality management in the tourism and hospitality sector. This is because the sector in the quest to meet different customer expectations, have to incur certain costs, which in to some extent can be very expensive for them to bear and as such affecting their revenues and profit margins as well. From the study, it was found that customer satisfaction would suffer a great deal if businesses do not have quality management systems in place to ensure that customer services are at par. Further, customer service cost arises from continuous training of the employees in order to develop different skills that are required in meeting customer expectations. Further, continuous renovation of rooms and other important facilities in the hospitality is also among the leading challenges in the hospitality. Based on the study findings, it was concluded that customer service is of absolute importance if high customer satisfaction and loyalty are to be achieved (Mohamad et al 2012).
- 2.3 Customer Relationship Management (CRM)
- No doubt that customer relationship management (CRM), is among the controversial issues in the business environment. However, important to note according to Wu and Li (2011), is that the concept of CRM is mainly founded on the belief that it is one sure way that sustainable relationship can be ensured between the business and the customers. This is the case actually because it is used as the cornerstone for attracting loyal customers who can make the business to be more profitable as opposed to those that are not loyal. It is from this point that the implementation of CRM strategy is becoming a common practice in the hospitality industry across the globe and in particular the United Kingdom. This is because through well executed CRM the business stands to create customers who are loyal and who are a continuous source of the company revenue. According to Nasution and Mavondo (2008) and Tamilarasan (2011), CRM is very beneficial to the business operating in the hospitality industry in the sense that the businesses stand a chance to build good reputation based on the way they handle their customers. This then translates into increased sales from the increased influx of customers for the businesses that are excellent in customer services. As identified earlier, customers like sharing their customer service experiences with friends and relatives. This will have a direct impact on the business. Customer relationship management is described as the strategic approach of ensuring that the business is able to manage its relationship with the customers in a positive way throughout its life cycles by utilizing all available resources. The resources that are very critical in promoting the implementation of the CRM strategies include technology and people as well as processes being used.
- Even though CRM brings long term benefits to different organizations, there are those that gain more profits than others based on the process and extent of its implementation. On many occasions according to Nasution and Mavondo (2008), this is being supported by the ability of the organization to generate as much information as possible about their customers. In the hospitality industry, CRM is more common because intrinsic features of the businesses in the industry which are related to production and consumption. This is because the elements are inseparable and are very important in building sustainable relationships with the customers. Tamilarasan (2011), CRM is ideal in the hospitality industry if implemented strategically and successfully. However, the process will only be successful depending on the amount of data the business has about the customers. This is because data will be translated into the knowledge that can be useful about serving and satisfying the customer expectations. In the modern society, the hospitality industry has become very competitive and for any business to do well, there is need to reconsider its strategies and more important, those that conform to the behavioral patterns of the customers. In a study conducted by Wu and Li (2011), to find out how changes in customer behaviors influence the customer choices, found out that, for a lasting relationship to become into existence, any business must be able to retain its customers. This is only possible if CRM is well implemented which can then be translated into fruitful relationships between the businesses and their customers. It is not possible to go without saying that costs related to customer acquisition, ever rising customer expectations and increase of price-sensitive travelers who are very sensitive as well market uncertainties and the need to achieve brand loyalty, are among the many factors that are forcing businesses in the hospitality industry, to embrace the concept of CRM. In the mind of the business when implementing CRM is to help develop and expand the customer’s with the intention of enhancing the profitability levels of the business as well as customer loyalty. However, what is emerging a big issue with regard to implementing CRM in different businesses especially those that are operating in the hospitality industry, is building the base for implementation. This is because the whole process has to start with the redesigning of the working environment and more so issues that affect employee motivation and performance (Mohamad et al 2012). This is because the employees and especially those who work as waiters directly engage with the customers. Inevitably therefore, building of capacity, development of policies and nurturing the right culture are key factors in implementing CRM in the hospitality industry.
- 2.4 Customer retention
- As identified earlier, the hospitality industry is one of the most competitive sectors of the economy. According to Sirdeshmukh et al (2002), the market for the hospitality industry is headed to the maturity stage and that room for expansion is becoming more limited. This means that to gain a new market niche for the business will actually take a great deal in terms of cost, time and resource investment. For this reason, it is therefore, very critical for any business operating in the hospitality industry to ensure that it has managed to retain its market as it struggles to win other potential customers from the competitors. However, this is only possible if the business is able to ensure high level customer satisfaction through excellent customer service. Customer retention is defined as the process of assessing the quality level of a product or service that a business is able to provide, with the intention of trying to establish the level of customer loyalty. Determining the statistics of the customer retention levels by nay business is very vital in ensuring that long term clients are known and proper planning is done to satisfy them in order to retain them. This is important in ensuring that the market that is available is not vulnerable to the competitors. In a study conducted by Mohamad et al (2012), to establish the impact of loyal customers, it was established that a large of number of customers who are loyal to a certain business will not have any difficulty in spending more in one business. This is because they tend to compare the cost they incur and their customer service experience, which is excellent. Further, the same study had shown that loyal customers could also refer potential customers to the business they get quality services. This is actually a factor that would lead to high level success for the business. In general what is being revealed in customer retention is the aspect of loyalty of the customers as will be discussed later. In the hospitality industry as demonstrated by Jones et al (2002), customer retention is a true measure of the business’s worthiness. This is important in marketing and branding the business. This is because it will help one to position his business in such a way that he is a market leader in the hospitality industry. Customer retention can be improved given proper CRM strategies that meet and surpass customer expectations. Anderson & Mittal (2000) identifies three possible ways of enhancing customer retention by different businesses operating in the hospitality industry and they include: making personal connections with the customers, being transparent and honest and customizing mobile deals with the customers as this will help them understand what is in store for them.
- 2.5 Customer satisfaction and loyalty
- Customer satisfaction and customer loyalty are two related concepts in customer service. In a study conducted among the customers of Sepah Bank in Tehran, Iran by Mosahab, Mohamad and Ramayah in 2010, found out that customer service levels were below what the customers expected after it was found out that the bank customers expected more than what they could receive. This is because the service quality level of the bank is low. However, more important in the study, is that, customer satisfaction as a result of high quality services plays a very significant role of mediation between customer satisfaction and loyalty. In essence what this study is saying that service quality directly affects customer satisfaction and consequently, customer loyalty. This is because a person whose expectations are met and exceeded is more satisfied and that he is likely to remain loyal to the business. This is because the customer is likely to get value from what they pay for. This is the reason as to why service quality is becoming an issue in the current business era and every business leave alone the ones operating in the hospitality industry, are looking for various ways to ensure excellent customer service experience. Customer satisfaction according to Sirdeshmukh et al (2002) is a key factor in determining whether the customer is willing to visit the business again in the future or not. Customer satisfaction according to Caruana (2002) is the difference between the customer expectation and performance. On the other hand, customer loyalty is described as the state of genuine allegiance to something. In many occasions, repeated visits or purchases are associated to the customer loyalty to the business. However, on the contrary, Jones et al (2002), argues that customer behavior is one sure way loyalty from the customer can be determined. This is because customers can make repeated visits or purchases merely because they do not have many options for similar services. In this case therefore, the loyalty exists is different from the one where the customer has a very serious support for a product or service and has a very strong psychological bond with it. In general, it is clear that customer satisfaction is a very important factor in winning the customer loyalty and this will only come if there is high level quality service. This means therefore, that customers are very cautious on what they gain from their expenditure and that no single customer is willing to pay more for the services that do not meet his expectations (Mohamad et al 2012).
- Chapter 3
- 3.1Aims and Methodology
- The main aim of this research is to determine the significance of improved customer satisfaction in the organization and how it can be reached. This aim will be accomplished through the use of qualitative research in investigating customer satisfaction in the organization.
- 3.2Research approach
- The research approach to be incorporated in this study is the qualitative research approach based on the fact that the study aims at investigating a socially constructed nature of reality, which is the relation between a product manufacturer and the consumer. The process to be adopted in this research is inductive which initially justifies that the researcher comes up with a theory after collecting and analyzing the data whereby the methodology incorporated in data collection and analysis is the methodological approach and its significance is that it will allow for greater flexibility as compared to quantitative approach.The methodology to be incorporated in this research is based on the research strategy, approach, and data collection. The research approach incorporated is the inductive approach since this research incorporates a study of relationship between the customer and the organization in terms of customer service and satisfaction and the strategy to be incorporated in collecting the data will be survey through interviews and questionnaires.
- 3.3Research questions
- The research questions in this case facilitate an overall guide towards conducting the study in order to reach the research objectives and aims. As Navarro, (2005, p.419) explains the general aspect of incorporating the research question is to facilitate the direction and a strategy to direct the entire study. The following are the research questions incorporated in this study.
- Each research question will be matched with the appropriate survey questions in order to ensure that the research explores all the required dimensions and that each issue of interest has been appropriately investigated. This will facilitate an easy framework for identifying as well as exploring the right dimensions of the whole research as required ad facilitating a clear understanding of the problems that the organization might be facing thus proposing for the appropriate strategies that need to be incorporated to improve customer service and satisfaction.
- 3.4Research philosophy
- The research philosophy incorporated in conducting the research is based on a combination of techniques. The philosophy of the research is positivism since the evaluation of the problem and recommendation of improving the situation will be retrieved from the response of the participants. The other reason for basing the research on that it investigates on what needs to be incorporated in order to improve the situation of the company. Positivism is a research philosophy that also aims to investigate the truth that lies in theories or ideologies perceived by different researchers.
- 3.4Sample/participant selection
- As Montemurro, (2008, p.1) explains, the selection of sample for the research entails an essential section that the researcher should be keen when dealing with it. The section of sample selection incorporates two approaches whereby the first approach is probability and the other is non probability. The probability sample incorporate some type of randomization and encompasses different types including sequential, cluster, simple, systematic, and stratified whereas non probability samples do not have randomization and generally consist of convenience as well as accidental or purposive and quota types (Montemurro, 2008, p.1). However, since this is a qualitative research, it will incorporate the selection of participants who will take part in providing the required responses about the organization. These participants will be selected through a predefined criterion and through ensuring that ethical requirements have been fully observed. In conducting a research that involves participants, the researcher is required to develop relation with the participants, which does also not exceed boundaries. This is essential, ensures that the participants are assured of their safety when dealing with the researcher, and helps the researcher develop social interaction, which ensures that he/she gets the information they need from the participants. The participants should only provide the information on freewill and not being forced to do so by any person.
- The research based on responses from 50 participants, ten of whom were interviewed and the other forty were provided with questionnaires to fill. The research was based on randomized sampling whereby the participants to take place in the research were categorized in terms of those to take part in the interview and those to participate in the questionnaires. Since the participants to be interviewed will require more time than those to fill the questionnaires, a higher percentage of the participants (40 participants) agreed to participate through filling questionnaires. The interviews only incorporated ten participants due to time limit and the other participants had to be provided with questionnaires whereby among the participants were some leaders from the organization, customers, and ordinary employees too. Amongst the participants who were interviewed, four were employees, two managers and four customers and all of them successfully completed the interview. Eight managers, 15 customers and 17 employees chose to participate through filling the questionnaires whereby only two employees and four customers failing to complete their questionnaires. Their reason for not handing the questionnaires was that the employees had been sent to other branches outside the country and they had not yet returned. The customers who failed to return their questionnaires gave an excuse of being held up by other unavoidable circumstances. The most appropriate time for conducting the interviews or distributing the questionnaires was agreed to be free time, mostly during the lunch time when most of the participants are available and less occupied by the activities in the organization. The other aspects considered before the exercise of collecting the data began was to seek permission from the organization on interviewing some of the members in the organization or distributing the questionnaires in order to avoid any conflicts that may arise from the management.
- 3.5Data collection
- Data collection explains the process of gathering as well as measuring information based on certain variables of interest ad this generally follows a systematic fashion that enables to reach for answers of the research questions. Data collection in this research will incorporate qualitative approaches and record review of the performance of the organization in the past years.
- 3.5.1Reasons for incorporating questionnaires
- According to Bulmer, (2004, p.354) The design of a questionnaire is very essential since it aims at ensuring that the goals of the research have been achieved and the most deterministic aspect of the questionnaire format is whether the survey questions have been arranged in a logical order thus allowing transition from one topic to the other. The format of response for the questionnaire is also important since it allows for a clear analysis. For instance, closed questionnaires which have a YES or NO format are difficult to construct but they offer a clear and easy analysis option and this ensure that the researcher does not struggle much in the analysis, contrary to the open questionnaires which are easy to construct but posses great challenges during analysis of the responses (Oppenheim, 1992, p.303).
- Numerous reasons as to why questionnaires were considered as the research approach. Cost as a factor was considered whereby questionnaires are more cost effective as compared to other methods for collecting data such as interviews. This is because mail questionnaires can be used to reach for participants in distant region (Granström, 1996, p.353). In this case, the expenses, which would have been incurred in travelling and reaching for the participants are reduced. In essence, questionnaires as qualitative approaches are easy to administer as compared to other qualitative methods such as questionnaires. The other reason and benefit of incorporating questionnaires in the research is due to the fact that they are time saving (Oppenheim, 1992, p.303). Questionnaires as so explains only need the researcher to construct them and pass them to the participants who fill them in their free time. This does not consume much of the researcher’s time unlike in interviews whereby both the participant and the researcher have to create time in order to collect the required information for the research. Sharp (1990, p.10) when contrasting between questionnaires and interviews for research found out that interviews would even carry much time than questionnaires due to the fact that some participants request for time to prepare for the interview and that each question has to be explored comprehensively. Questionnaires belong to the qualitative research methods and the common and widely used method in collecting data out of the fact that they allow data to be gathered in a more standardized manner as compared to interviews which are not equally objective. The other benefit for incorporating questionnaires is based on the sample size and sampling whereby questionnaires cover a larger sample as compared to other methods. This is due to the fact that only one questionnaire is to be constructed and copies taken from the original questionnaire. Questionnaires unlike interviews ensure uniformity in data collection since the survey questions provided to all the participants are similar contrary to interviews where the interviewer might have different questions for different participants. Questionnaires can cover a larger area in terms of collecting information where since they can be supplied to a greater number of participants and this is generally effective in places where the case study is based on a large region of coverage (Nichols & Childs, 2009, p.115). For example, if the researcher is collecting data or investigating a large company, it is important to incorporate questionnaires since they can help collect information in every department within a short time.
- 3.5.2Limitations of questionnaires
- Questionnaires do not only have advantages alone but also have limitation when incorporated in such a study. For instance, questionnaires cannot explore the greater dimensions of the research and this is one important aspect is ensuring that the research has facilitated the required results. Questionnaires are not structured like interviews where the participant can provide answers even beyond the required scope whereby this turns out to be helpful to the researcher but only have a limited criterion of answering (Adamson, et al, 2004, p.139). This generally limits the information that the researcher gets and the participant might not have the chance to contribute the additional points that he/she may need. Questionnaires do not also guarantee that the responses provided will be valid or true since most of the participants often take the activity of filling the questionnaires for granted. In other cases, the participants do not have the time to fill the questionnaire and therefore just fill anything to please the researcher instead of providing the required information in the right manner (Nichols & Childs, 2009, p.115). Questionnaires as the data collection approach would not also guarantee that all the participants would provide the required response and the turnout is usually low. The researcher is also not in a position to get a good response due to lack of strong motivation for the participants to respond unlike in interviews whereby the researcher can interrogate the participant to get the data he/she needs.
- 3.6.1Reasons for incorporating interviews
- Interviews as Potter, (2003, p.269) remarks are known to help the research interrogate either the participant one on one through physical or telephone conversations. As the researcher, interviews would facilitate the opportunity to highlight or determine other areas of interest which were not incorporated in the survey questions but come as a result of the participants answering some questions (Nichols & Childs, 2009, p.115). Face to face interviews are generally essential as compared to the other types of interviews due to the fact that access to information is not limited whereby this facilitates the opportunity to the interviewer or the interviewee to answer complex questions. The interviewer, who in most cases is the researcher, has the opportunity to understand through non-verbal clues on what is important or what the interviewee can answer with ease. The visual expression in face to face interviews help the researcher to have clue on what is sensitive and even get to comprehend some aspects which would not be revealed through the other means. For instance, the interviewer can comprehend any uneasiness with the employees on whether the management has any effort towards improving customer satisfaction.
- The interviewer is also in a position to control the order in which the questions flow thus getting the require information in an orderly manner. In cases of telephone interviews, the researcher or interviewer can reach many participants over a wider geographical region following the fact that he/she does not have to travel from one place to another (Rossiter, 2012, p.52). In telephone in interviews too, intrusive is less due to reduced personal characteristics as perceived in the face to face interviews. In terms of validity or accuracy of information provided by the participants, interviews ensure that the information provided is more valid and accurate since the interviewee has time to answer and many of them are well monitored as compared to the questionnaires whereby the interviewer is not sure whether the information provided is true. The response rate in interviews is comparatively high that that of questionnaires and turn out is generally high as well. Due to this aspect, the interviewer is guaranteed that he/she will get the information they need from the participants in the right manner.
- 3.6.2Limitations of incorporating interviews
- For the face to face interviews, the interviewer usually incurs a lot of expenses in collecting the data since he/she needs to travel from one place to another in order to meet the participants. In cases of long distances from the area of study or in cases whereby the researcher is to conduct interviews from different departments especially in large companies, he/she has to experience a lot of cost as well as time consumption for the exercise as compared to when questionnaires were incorporated in collecting the data (Aksu, 2009, p.201). Interviews also take a lot of time to prepare and conduct since the interviewer has to spend time determining the interviewees and trying to develop social ties with the interviewees in order to get the information that he/she needs. The other problem about the interviews as an approach of data collection is due to the fact that it does not avoid bias whereby not all the participants are asked the same questions or the manner in which the interviewer discusses issues with one participant is not the same way that he/she discusses with the others.
- 3.7Secondary research
- Secondary research was also incorporated in the research whereby this was essential for the literature review writing. This included the review of the existing research conducted by different researchers addressing on similar field. The secondary research conducted was majorly to determine whether the findings from the other researchers will be similar to the findings of my research and establish the basis of my research. The secondary research included a review of peer reviewed articles including journals and books and the search for these materials was facilitated through, library search as well as electronically by using Boolean phrases. The electronic databases incorporated in the search included EBSCOhost and the Erick database. The review only included a summary of the major points and findings that the researchers had already found out and also noting whether I agreed or disagreed with the ideas of the authors as well as stating my position in terms of deciding how I had to conduct my research.
- 3.8Research approach and research philosophy
- The research will be based on an inductive approach due to the fact that it is qualitative study and that the aim is determining a problem that is not well known and that the researcher has to come into a conclusion of facilitating the recommendations on the strategies to be incorporated to improve the customer satisfaction. Here, the study aims to determine the new approaches that can be incorporated or what needs to be done differently to ensure that customer satisfaction is improved. The research philosophy incorporated in this case post-positivism whereby this research is not based on certain ideologies but seek for new ideas to improve the situation of the organization. The secondary material will be retrieved from the records of the organization to determine its performance in accordance to several changes in the customer departments or in relation to various strategies incorporated by the leadership to improve customer satisfaction.
- 3.9Ethical issues considered during the process of data collection
- As Miller, (2012, p.20) explains, most of the researches carried out involve investigation in matters concerning private material such as organization and therefore, it is fundamentally essential to seek permission to the appropriate personnel before conducting the research. This avoids any conflicts that might subject the researcher to face authority due to charges of trespass. It also ensures that the leadership of the facility provides the required support that the researcher might needs since the investigations will also help them in analyzing the problems facing the facility as well as provide them with the ideas on how to improve on the weaknesses. The researcher also needs to find a way in which he/she will socialize with the participants of the research in order to establish relation and a free environment where the participant feels safe. The other aspect of ethics considered in this research is confidentiality whereby the researcher is not supposed to disclose any information about the participants or whatever the participants say remains a secret between the researcher and him/her unless the leadership of the organization facilitated monitoring.
- This helps in ensuring that the participant is safe (Mauthner, 2002, p.130). Anonymity is another aspect considered in the research whereby it generally applies in the issue of survey but interviews are rarely underpinned by the issue of anonymity. It is also essential and important to inform the participants about the importance of the research and the reason why it is being conducted in order for them to understand their role in contributing towards the success of the research. During the interviews as Miller, (2012, p.20) explains, it is essential to avoid questions which might be sensitive to the participants and this ensures that they provide the required information without any problem. The researcher is also supposed to ensure that they have a proper way of storing or keeping the data collected from the interviews in a safe location to avoid any interference that might affect the validity of the data. The research was also considered free from plagiarism since this is another aspect of ethics that the research should consider. In essence, the research considered all the possible aspects of ethics during data collection and this ensured of the validity or credibility of the results.
- Chapter 3
- 3.0Company background/context
- In order to study various aspects related to the customers satisfactions this research papers uses Rydge Kensington Hotel. The hotel is located in Kensington royal Borough. The hotel is strategically located near London and only 75 metres from Glouceter Road Tube. The management of the company has committed effort towards improving the performance of the hotel where it has grown to become one of the leading hotels in UK. The hotel offer modern technological facilities such free wireless internets, air condition among other services. The hotel provides guest room, gyms, and conference facilities to their customers. The company has managed to introduce new products in the market in order to capture the attention of the customers. For instance the company has introduced the new Rydges dream beds that helps to give the customers the necessary comfort they need while in the company premises.
- Rydge Kensington Hotel has served in the hospitality industry for several years now and has achieved recognition both regionally and internationally despite of the problems with some of its operating strategies. The hotel offers a diversity of services and products ranging from catering, amenities to conferences services. Accommodation as a service is also offered in the hotel. The hotel has strived to keep up with the upgrade of the new technology since it has incorporated services, which are supported by the technology in the contemporary society including online booking and reservation whereby the clients can access the services from distinct regions. In order to compete in the UK, Rydge Kensington Hotel supports refurbishment frequently through upgrading on the facility and employees in order to ensure that they meet customer expectation to their level best. The hotel operates as both regional and a global organization since t has branches in different regions including UK and Australia.
- Chapter 4
- 4.1Findings Findings from the staff questionnaire
- The overall response of the questionnaires from the staff was fifteen since two of them failed to complete and turnout the feedback as expected. From the responses of the first question, five of the respondents indicated that the working environment standard was poor, with eight of the remaining participants indicating that the work environment standard being fair. Two participants indicated that the work standard environment was good. From the second question, eight participants indicated that the equipment availability was poor, with five participants indicating that they would rate equipment availability in the organization as fair. From the same question two participants indicated that they would rate the equipment availability in the organization as good. Nevertheless, none of the staff indicated that that the equipment availability on the organization was excellent.
- The third question, the staff who filled the questionnaires had their views on the training facility in the organization whereby majority, seven, indicated that it was poor. Three of the remaining participants indicated that the training facility of the organization was fair while three participants remarked that they would rate the training facility of the organization as good. Two of the participants rated the training facility as excellent.
- From the fourth question, seven of the staff participants indicated that the employee development process was poor and five indicated that it was fair while two participants indicated that the company had good employee development and the remaining participant rated the employee development process of the organization as excellent. The fifth question saw majority, seven, of the staff participating in the research indicate that the internal communication system of the organization was poor, with six of the remaining participants indicating that the communication system of the company was fair. The remaining three participants indicated that the company had good internal communication system. None of the participants indicated that the internal communication system of the company was excellent.
- The sixth question saw eight participants indicated that the HR activities of the organization were poor, with four participants indicating that they could rate it as fair. Two indicated that they would rate the HR activities of the organization as excellent. The minority, one participant indicated that the company had good HR activities. From the responses of the seventh question six participants indicated that the management and general staff relation status was poor, while six participants indicated that it was fair. The remaining three participants indicated that the company had good management and general staff relations. The eighth question saw majority, six, of the participants indicating that they would rate the employee right in offering different facility to support customer satisfaction as poor, five of the remaining indicating that they would rate it as fair and three participants indicating they would rate it as good. One staff indicated that employee right over the facility was excellent.
- From the ninth question, nine participants rated the technology incorporated in the organization to reach for customer satisfaction as poor, while four participants rated it as fair and finally the remaining two participants rated the technology as excellent. The last question saw eight participants indicate that the complete service satisfaction standard was poor while five indicating that they would rate it as fair and finally the remaining two participants indicated that they would rate it as excellent. The results of the staff questionnaires are summarized and represented in table 1.0 and graph indicated in figure 1.1 respectively.
- Poor
- Fair
- Good
- Excellent
- Work environment standard
- 5
- 8
- 2
- 0
- Working equipment availability
- 8
- 5
- 2
- 0
- Staff training facility
- 7
- 3
- 3
- 2
- Employee development process
- 7
- 5
- 2
- 1
- Internal communication system
- 7
- 6
- 3
- 0
- HR activities
- 8
- 4
- 2
- 1
- Management and general staff relation
- 6
- 6
- 3
- 0
- Employee rights to offer different facility
- 6
- 5
- 3
- 1
- Use of modern technology
- 9
- 4
- 2
- 0
- Complete service satisfaction standard
- 8
- 5
- 2
- 0
- Table 1.0: Summarized results of staff interview questions
- Graph 1.1: Representation of staff interview question results
- Results from the guest/customer questionnaire
- From the first question, seven participants indicated that the staff response time was poor in the organization whereas five of the participants indicated that it was fair. Finally, the remaining the three participants indicated that the staff response rate was good. The second question saw five of the participants indicate that the level of cleanliness in the organization was poor, while five of the participants indicated that the level of cleanliness in the company was fair and three of the remaining participants indicated that they would rate the cleanliness level of the organization to be good. Finally, the remaining two participants indicated that they would rate the cleanliness level of the organization to be excellent.
- The third question saw six of the participants indicate that they would rate the level of professionalism in the organization to be poor, five of the participants rated the level of professionalism in the organization as good. Two of the participants indicated that the level of professionalism was good while the remaining two participants indicated that the level of professionalism was excellent. From the fourth question, four of the participants indicated that the communication in the organization was poor, five participants indicated that they would rate the communication level in the organization to be fair whereas the three of the remaining participants indicated that they would rate the communication level of the organization to be good. The remaining three participants indicated that they would rate the communication level in the organization as excellent.
- The fifth question saw six of the participants indicate that they would rate the level of quality as poor, four of the remaining participants rated the level of quality as fair and three rated it as good. The remaining two participants indicated that they would rate the level of quality in the organization as excellent. The sixth question also had mixed reactions whereby five of the participants indicated that the service standard in the organization was poor, three of the participants indicated that the standard level was fair with four of the remaining participants indicating that they would rate the standard of service as good. The remaining three participants indicated that they would rate the service standard in the organization as excellent.
- From the seventh question, six of the participants indicated that they would rate the food standard in the organization as poor, five indicated that they would rate it as fair and whereas the remaining four participating guests indicated that they would rate the food standard of the organization as good. The eighth question saw eight participants indicating that the food was poorly priced basing that it was not up to the required standard. Three of the participants indicated that they would rate the pricing of the products according to quality as fair whereas the remaining four participants indicated that they would rate the pricing of the products of the organization as good. The ninth question saw, seven of the participants rated the overall complete satisfaction as poor, six rated the overall satisfaction in the organization as fair. Two of the participants rated the overall satisfaction in the organization as good. The last question saw five guests indicating that they would come back, seven indicated that they were not sure that they would come back while two of the guests indicated that they would not come back. The remaining two guests explained that they had no comment. The results from the guest questionnaire are summarized and represented in table graphs 1.2 and 1.3 respectively.
- Poor
- Fair
- Good
- Excellent
- Staff response time
- 7
- 5
- 3
- 0
- Cleanliness
- 5
- 5
- 3
- 2
- Professionalism
- 7
- 3
- 3
- 2
- Communication with you
- 4
- 5
- 3
- 3
- Level of quality
- 6
- 4
- 3
- 2
- Service standard
- 5
- 3
- 4
- 3
- Food standard
- 6
- 5
- 4
- 0
- Price standard according to the quality
- 8
- 3
- 4
- 0
- Your complete satisfaction
- 7
- 6
- 2
- 0
- Table 1.2: Summarized results of guest/customer interview questions
- Graph 1.3: Representation of guest/customer interview question results
- Chapter 5
- 5. Analysis and Discussions
- 5.1Staff feedback analysis
- Working environment standard and availability of working facility
- From the results of the staff interview questions, it is clear that the organization has not facilitated the required working environment to ensure that the employees are satisfied. As from the review, employee satisfaction through raising the standard of working environment is one aspect that determines the manner in which employees will handle the customers. The literature review conducted also indicated that customer satisfaction and employee satisfaction are two dependent aspects which move together and therefore for the company to reach for customer satisfaction, the management of the company needs to ensure that employee satisfaction has been initially reached (Mohamad et al 2012). If the employees work in a conducive environment, they will be motivated to serve the client to satisfaction. It is also evident that the organization has not facilitated the employee with proper and adequate working equipment whereby they can be in a position to facilitate quality service and improve customer satisfaction. If employees do not have the required working equipment to facilitate high level or quality services and products to the customers, then the organization will suffer from deteriorated customer satisfaction and lose its market. From the literature review, the findings indicated that the management of the organization should ensure that the employee have access to the equipment required in facilitating customer satisfaction through improving quality of services and products.
- 5.1.2Staff training facility
- The responses from the staff have also indicated that the management of the organization had not facilitated substantial training to ensure that the employees focus on performing their activities effectively and up to the required. This is evident since most of the employee indicated that the management did not show any professionalism and one of the requirements of professionalism is to ensure that the staffs are equipped with rights skills to perform their duties.
- From the findings in the literature review, it is clear that staff training ensures that the employees have the required skills in facilitating the quality or standard of service required in supporting improved customer satisfaction. Customer service cost arises from continuous training of the employees in order to develop different skills that are required in meeting customer expectations (Mohamad et al 2012). Employee training initially ensures that they have the required skills and knowledge to perform the required activities in a professional manner thus ensuring that the clients are highly satisfied by the services they get from the organization.
- 5.1.3Employee development process
- The responses from the staff participants also indicated that the employee development process in the organization was not up to the required level or standard and this is amongst the essential aspects that determine the level of customer satisfaction as from the employee sector. Employee development process deals with coaching as well as aspects such as career advancement for the employees in order to improve their skills. Majority of employees would prefer in organization which support activities to advance their career to higher levels. In addition, the organizations which facilitate appropriate coaching programs have reached improved customer satisfaction. Coaching and career advancement are some of the employee development programs which support improved employee satisfaction thus resulting to high quality service from the employees and customers are definitely contended with the organization’s products and services.
- Failure of the employee management of the company to implement strategies to motivate the employee has also played a role in lowering employee motivation. From the literature review the level of employee motivations considerably influences the profits levels in organizations. Considering an organization operating in the service industry then the employee motivations is one key factor in ensuring that the organizations continues to deliver quality products to their customers. Literature review also indicate that the employee motivation is increases efficiency among the employee where they are able to have a perfect balance between their ability and willingness, which in turn help to improve the productivity and lower the cost of production. Additionally, the employee motivation is also known to enhance teams work in an organization and ensure that the entire workforce is committed towards realizing the goal of an organization. Improvement in the teamwork in an organization also helps to ensure that the new employees are easily integrated into the organizational culture. This indicates that lack of proper measure to promote employee development has a possibility of interfering with organizational development and various long term objectives.
- 5.1.4Internal communication system
- The feedback from the staffs who participated in the interview or questionnaires also indicated that the organization has poor internal communication whereby this has also been a factor that has contributed towards deteriorated customer satisfaction. Internal communication in an organization involves the key stakeholders including the management and the employees. Poor communication between the management and the employees often result to inconveniences as well as irregularities, which affect the rate of customer satisfaction since the customers greatly benefit a healthy relation between the employees and the management of the organization. Moreover, since the organization does not support an effective internal communication system, this also implies that communication with the customers is also in the verge of worsening. On many occasions according to Nasution and Mavondo (2008), this is being supported by the ability of the organization to generate as much information as possible about their customers. From the literature review, the aspect of improved communication has been considered a key factor in meeting customer satisfaction whereby through improved communication between the management and the employees, the employees can facilitate the required information to the management based on the requirements of the customers.
- 5.1.4HR activities management and staff relation
- A question in the interview questions also aimed at determining the response of the staff in terms of human resource management activities whereby majority of the staff indicated that they are not satisfied with the manner the HR department of the organization handles its activities. The human resource department is majorly the supportive sector that needs to ensure that the customers of the organization access the quality of services they need. This is essentially facilitated through motivating the employees min? terms of providing them with rewards and supporting activities such as effective organization culture that addresses on the customer requirements. The staff who participated in the interview also had their views on the management and general staff relation whereby majority indicated their dissatisfaction of the manner in which the management of the organization operates its activities. The literature review indicated that the human resource department is the core coordinator of all employee activities and it is responsible for facilitating the requirements of the employees for them to work as required. Moreover, the literature review has also indicated that the human resource should also support customer retention activities including proving for customer rewarding. The views on the staff relation especially as facilitated by the management of the organization were that it was poor. Some of the complaints but the staff was that the management did not facilitate any social programs whereby employees could interact and improve their interaction as well as teamwork. The members of the staff were not familiar to each other and they could not help each other in terms of facilitating ideas and solutions to problems since they did not interact much due to the failure of the management to incorporate the required programs to improve the relation amongst the staff. The staff also complained that the management did not even bother to involve them in reaching for essential decisions, which involved them. In order for the organization to ensure that the level of customer satisfaction is improved, they have to meet the requirements of the employees since the employees are the intermediaries between the customers and the management and the manner in which the management is involved with satisfying employee requirements is the manner in which the employees will be involved in satisfying the customer requirements. From the findings of the literature review, it is clear that improved staff relations has been perceived as an aspect of supporting improved customer satisfaction (Anderson & Mittal 2000).
- 5.1.5Technology and ability of employees to use facility
- The staff also indicated that they were not assigned the required rights in order for them to offer different facility and reach for customer satisfaction. The management of the organization should allocate privileges to the employees in dealing with the facilities of the organization to ensure that they serve the customers in an effective manner and instill as well as improve the customer relation. In this case, the staff or employees will have limited strength or capacity to facilitate for the required environment in improving customer satisfaction. The other aspect that the staff contributed in terms of failure of the organization is the fact that majority of them thought that the current technology being used in the organization was far outdated and the competitors were using better and advanced technology. Customers generally would require that the organization facilitate services in an effective manner and this is majorly achieved through incorporating innovation. In the hotel, advanced technology is essential in supporting automation such as cases whereby clients can book for reservation online. The staff indicated that currently, the organization had also not incorporated customer supportive systems including customer relationship management systems which will help in determining the needs of the customers. The literature review indicated that customer relationship management systems are essential to enhance customer satisfactions. CRM is ideal in the hospitality industry if implemented strategically and successfully (Tamilarasan, 2011). Moreover, CRM systems record the performance of the business in terms of gaining customer base as well as in determining the potential customers.
- 5.1.6Service satisfaction standard
- As per the responses of the staff who took part in the interview, they indicated that the overall service satisfaction in the organization was not up to the required level. Most of the staff who undertook the interview indicated that the organization had not facilitated effective strategies to ensure service satisfaction standard was achieved in terms of customer requirements. From the literature review, it is clear that service satisfaction is the major aspect that determines the level of customer satisfaction whereby it also as a method of customer retention (Zairi, 2000). 5.2Analysis of guest/customer feedback
- 5.2.1Staff response time and cleanliness
- From the response of the customers who participated in the interview, it is clear that staff response time is poor and this entails one aspect that has led to reduced customer satisfaction. From the literature review conducted, many researchers and authors considered staff response time as a necessity for customer satisfaction. Customers always need fast services and always seek for the organizations, which offer fast services. From their responses, the guest who participated in the interviews and questionnaires also indicated that they were not satisfied by the level of cleanliness in the organization. As the literature review has indicated, a hotel needs to sustain a high level of cleanliness in order to ensure that the health of the customer is also safe. Customers will always choose an organization that maintains high level of cleanliness.
- 5.2.2Professionalism and level of communication with customers
- Actually professionalism determines the manner in which an employee executes his/her duties in the organization. Professionalism in the hotel industry ensures that the employees execute their tasks and provide high level of services to the customers. From the literature review, it is clear that professionalism determines how well an employee executes his/her duties and the standard of output is essential in improving customer satisfaction especially if it concerns the services provided directly to the customers. The other aspect that organization is poorly performing in relevance to the feedback from the customers who participated in the interview is communication with customers. As earlier indicated in the literature review, customer communication is essential since it provides the organization with the feedback or information that determine the customer requirements (Wu and Li 2011). Failure to incorporate strategies to improve customer communication leads to the deteriorated customer satisfaction.
- 5.2.3Level of quality and service standard
- From the responses as provided by the customers who took part in the interview, level of quality in the organization was perceived to be poor. Level of quality of product is majorly the key aspect that the customers determine whether the organization has focused in satisfying their needs. As the findings in the literature review have indicated, the level of quality in the hotel industry is amongst the aspect that make customers choose a certain company over the others. Service standard as the responses from the customers participating in the interview in indicated was not to level of satisfaction in the organization. Service standard is the level of measure in terms of customer anticipation in a certain service. Service standard is a direct influence to the level of customer satisfaction whereby if it is low, customer satisfaction is also low. Level of quality and service standard are two integrated aspects which vary from organization to the other and as seen in the literature review, some of the organizations have focused in reaching for these two aspects as the competitive strategies and approaches to improving customer retention. Additionally from the literature review improving product and services is one of them strategy that can be used to enhance the customer satisfactions. This indicates that failure by the management adopt these measure is one of the probable cause of low customer satisfaction levels. Considering that the company was also operating in the food industry then it is evident that the quality of service delivered largely influence customer satisfaction levels. Additionally low service delivery by the organization can also be used to indicate failure of the company to follow the laid down rules and regulations.
- Lack of commitment to the quality services is another possible factor that made the customers indicates that they were not satisfied with the customer services. This is because from the literature review the quality customer’s service is a vital ingredient in ensuring that the company maintains its profitability in the market (Sarkar, 2009, p.87). Providing the customer with quality services also acts as competitive advantage since in most cases the customers are able to get a good shopping experience. It is also evident that providing the customers with good experience also play an important role since eventually the business is able to attract more customers. The quality customers services is also associated with the customer retention since in most cases the customers are likely to come back after receiving quality services from their employee of the company. It is therefore evident that the failure of the management to implement proper measures can affect the long-term goals and objective of the organization. Additionally, from the literature review development of a positive relationship between the customers and the business also help in facilitating market research since the customer are able to state the features they want in the product. Customers are also in some cases seen as the ambassadors of the company brand. In this case therefore failure of the management to implement such measure to improve service delivery can have adverse effect on the organizational performance.
- 5.2.3Food standard and price in accordance to quality
- The food offered in the hotel as the customers have indicated through their responses is not up to the required standard. Quality of food in international and even in the regional hotels needs to be high in order to retain the current customer as well as attract more to the company. Sourcing as the findings in the literature review have indicated is a key determinant of food quality and hotel need to consider souring high quality inputs in order to facilitate high quality production. Customers also evaluate the price of the in relevance to the quality of the products that the company offers. In essence, this is to imply that they would prefer going for costly goods or products and services as long as the quality is up to satisfaction. From the literature review, the findings indicated that customers are concerned with the price of the product or service as they are concerned with the quality of product (Caruana, 2002).
- The customers in this case expressed their view in terms of overall satisfaction based on the services and products they get from the organization. Their opinions and views were that the organization had not done enough to facilitate for improved customer satisfaction. As from the literature review, customer satisfaction does not essentially major on one aspect but it is based on different aspects, which include quality, customer communication, customer relationship management, customer retention and service standard. In addition from the literature review it is evident that the improving products quality plays an important role in boosting the customer satisfaction (Woodside, 2010, p.169). The customers in most cases evaluate the product quality especially with regard to the fast food through analysis of the information available online services
- 5.3 Discussion
- From the data collected it is evident that the human resource manager was seen to be very ineffective considering that most of the employee indicated that they were not satisfied with the way the management was handling their affairs. Failure of the human resource manager to implement effective strategies has also affected the ability of the company to meet of the demand of their customers. This is evident in the way most of the customers indicated that they did not prefer the quality of services that was offered in the company. Another possible trend that is seen in the data collected is with regard to how the company handles issues to do with innovation. This is evident in the ways the customer indicated overall low levels of satisfactions with the company products and services. It was therefore evident that both the customers and the employee were not contended that the management was committed in bring innovative products In this case failure of the company to implement new products in the market could also have an effect on the customers retention since most of the customers indicated that they were not willing to come back due to the low product quality compared to some of the leading companies. This trend is therefore is in line with the argument presented in the literature review since it supports that the fact that innovations management plays an important role in customer retention. How the employee of the handles the customers in a very a great way influenced the customers satisfaction, this is because most of the customers that were interviewed indicated that they were willing to come back to since they received quality services from the company employee. Check your evidence
- Quality of the product offered in the market also in a great way influenced the levels of the customer’s satisfaction. This is because most of the customers who visited the company indicated that they were not satisfied company products since it provided low quality services. Failure to provide quality services to the customers has limited the ability of the company to increase on their market share. This is because as outlined in the literature review provision of quality service is key in helping organizations to achieve its growth strategies. This research has also helped to back the rationale presented in the literature review that the employee motivation plays an important role in ensuring that an organization achieves its set objectives. This is because failure of the management to implement proper measure to motivate the employee has also impacted the organizational growth strategy. The study therefore support the idea that there is need for the management to implement measure to helps reward the employee in order to ensure that an organization achieve its growth strategy as outlined in the literature review.
- Communication with customer is another factor that can help the company to realize its growth objective. From the interview questionnaires that were given to the employee over 70% were contented with the communication system that was implemented by the management. In relation to this most of the customer that were interviewed also indicated that they had implemented effective communication measure. This research therefore shows that communication is one of the vital factors that help to enhance customer’s satisfactions. Through communicating with the customers the company was able to establish the customer’s feedback with regard to the quality of product that it offered in the market. Additionally, communicating with the customers helped the management of the company to establish some of the desirable and undesirable feature of the products and services that they offered in the market.
- Pricing is another factor that greatly influences the customer satisfaction level. This was evident since from the research conducted most of the customer indicated that they were not happy with quality and the price charged on each commodity sold by the company. From the literature review products that vary in terms of price the company are able to attract both the low and high social status consumers. Implementing an effective pricing strategy has also plays a role in improving the organizations performance. This can be linked to the fact the company can be able to realize an increase in profit margin even after lowering the price of their products and services. Moreover from the finding it is also evident that the company was not providing employee with enough training and development materials. From the literature review it is evident that training can help to equip the employee of the company with necessary skills they need in order to ensure that they perform their duties professionally (De Alwis, 2010). The research therefore indicates that the employee training plays a role in enhancing the customer satisfaction as outlined in the literature review. Additionally, the literature review indicates that through providing training the company can be able to provide their employee with the right technology they need in order to continue providing quality services to their customers. Providing training to the employee also helps in promoting employee development. This was evident since most of the employee indicated that they were able to progress in their career as result of the training that was provided by the management of the company. Additionally, training helps to equip the employee with the knowledge the ability to use different facilities and hence ensure customer satisfaction.
- The study also indicated that the customer survey also played an important role in helping to enhance customer’s satisfaction. Upon enquiring from the management of the company they indicated that they were able to get the various product features that appeal the customer through conducting survey. The research also showed that the customer’s survey can play a role in helping the management of the company establish the training needs of the customers. This is because through conducting customer’s survey this research paper was able determining how the customers treat the employee of the company. From the literature review it is evident that conducting the customer survey can help the company to establish the profile of their customers and hence establish the royal customers (Molina-Castillo, Munuera-Alemán & Calantone, 2011). Most importantly conducting customer’s survey can help the company to establish the marketing strategies that were used by their competitor. In this case the company was able to establish the marketing strategies that were used by some of the leading company in the hospitality industry.
- Moreover this study has also highlighted the importance of implementing customer’s relationships management strategies. From the study it is evident that the management of the company has not committed effort in ensuring that the company acquires the necessary market leadership strategies through ensuring that they provide quality services to their customers. From the literature review it is evident that customer’s relationship management can help a company to gain a substantial competitive advantage in the hospitality industry. Effective customer relationships management can also play in helping the company to acquire loyal customers who are able to act as brand ambassadors (Rodríguez-Escudero, Carbonell, & Munuera-Aleman, 2010, p.568). This study has also shown that there are various benefits that the business be abke able to achieve as result of meeting the customer satisfaction levels. For instance the company can be able to improve their sales revenue since most of the customers will be willing to comeback and purchase from the company. The company can therefore been able to create a good reputation in the hospitality industry.
- Staff response time was also found to be one of the factors that played a role in enhancing customer’s satisfaction. This is because most of the customers who were interviewed indicated that they were happy with the kind of response exhibited by the staffs of the company. This paper therefore present a finding improving the staff response can help to enhance customer retention. Cleanness of an organization also played an important role in helping the company to attract some customers. This was evident since some customers indicated that they were willing come back to the company and purchase products since they were maintain the required level of cleanness. However, it is important to note that still there were customers who argued that the company was not doing well in terms of service delivery. This research papers therefore has helped to explain the importance of various organization operating in the food industry to ensure that they implement high standard of cleanliness in their premises.
- With regard to the human resource this research papers shows that they may have an effect on the customer service satisfaction. This can be linked to the fact that failure human resource manager to manage the employee welfare has an effect on the employee motivation. This is because the employee end up feeling that the management is not concerned with their welfare hence fails to put to commit effort in providing quality customers care. Challenges of meeting the customer’s expectation were established as one of the biggest obstacles that the management of the company was facing. The management of the company has tried to improve the working condition of the employee where most of them were contended with the current strategies. Nevertheless, it is important to note that most of the employee indicated that the company was poor in terms of implementing the modern technology. This research has therefore been able to establish that there is need for the management of the company to implement modern technology to in order to enhance customer.
- However it is important note that this research also has some limitation that affected the data collected in this study. One of the factors that affected this data presented in this research paper can be linked to the fact that the study was conducted in a very short period, which affected the quality of data collected. Some of the customers refused to cooperate in giving the necessary data related to the quality of products from the company. The reliability of the data collected from the employee is another issue that affected the quality of the data collected. This is because most of the employee of the indicated only positive attribute with regard to the operation of the management of the company. This can be linked to the fact that most of the employee feared that providing accurate information concerning the operation of the management would in some way affect their relationship they hand with the management. Despite the various limitations associated with the study it is evident that the research has provided the necessary information that can help an organization to improve on their customer’s satisfactions levels in an organization.
- Chapter 6
- Customer satisfaction remains a key aspect that determines the level of performance the organization. Most businesses concentrate on customer satisfaction as a strategy of competing in the market. Customer satisfaction remains the key aspect that makes the business improve its performance due to the fact that once the business fulfils the requirements of the customers, then this function as both a customer retention and attraction strategy. Moreover, customer satisfaction is not only based on one aspect but is dependent of several factors including quality, standardization and price of products/services. The objectives of the study included determining the strategies has the organization incorporated to ensure high quality customer service, determining the factors that impact or affect customer satisfaction in the organization, investigating the impact of reduced customer satisfaction in the organization and determining the strategies that the management of the organization can incorporate to ensure that there is improved customer retention.
- The aim was to determine the significance of improved customer satisfaction in the organization and how it can be reached. The study from the company implicated that the hotel has not supported the required level of customer satisfaction and the resulting aspect is that the customers will end up migrating to other businesses. The methodology incorporated in the study included survey questionnaires, which focused to get responses from both the customers and employees of the company based on the level of customer satisfaction supported by the organization. The findings implicated that majority of the customers were not satisfied with the quality as well as standard of services offered in the organization. The employees were also not satisfied with the strategies that the management of the organization had incorporated in dealing with both customers and employees. The results also implicated that the price of services or products cannot be compared with the quality since the quality was too low.
- The recommendations included the fact that the management of the company needs to train employees, introduce employee motivation, improve communication with customers, and improve the level of cleanliness as well as revise the mission and vision of the business in order to connect the personal ideas and ambitions with the goals of the organization. Furthermore, the management of the organization therefore has a task of revisiting or revising the strategies incorporated in customer service. The management needs to carryout research and get feedback from the customers based on the products or services they need and be in a position to establish the changing customer preferences. An organization that supports a culture that is accountable and responsible of the requirements and treatment of the customers in perceived to support improved customer satisfaction. Mostly, in the hospitality industry, the business remains highly competitive and customer satisfaction is leading as the key focus that the management of many businesses is keying in order to ensure that they win more customers. Employee satisfaction is another key aspect which determines the level of customer satisfaction. if the morale of the employees is down, then the company cannot reach the required level of customer satisfaction since the employees will not have the enthusiasm or the desire to support high customer satisfaction level. More complaints will be received due to reluctance of the employees to take part in improving quality service ad proper customer treatment due to the failure of the management to improve the morale of the employees to work towards achieving the needs of the customers. The management of the business needs to evaluate and revise the price of the products or services basing on the level of quality in order to improve the level of customer satisfaction. However, the management also needs to come up with a strategy to compare the prices of the company with the prices of similar products or services offered in other companies.
- Based on the argument of customer retention, the company is facing a weak point which can be improved through introducing daily cleaning programs which need to be executed under thorough supervision. It is also recommendable to implement or introduce employee training in order to create awareness on the reason why cleanliness needs to be kept at high level both based on personal and company cleanliness. The communication between business and the customers in equally essential in facilitating the feedback based on the needs that the customers would want addressed by the company. The management of the company has the obligation of supporting the required level of communication between the business and the customers and well as seeking their views and opinions based on the services or products offered in the company and what they think should be improved in what manner. The best way that the management of the company can build customer retention is to set their expectations earlier. This means that it is not advisable to wait for their expectation but as one set their expectations earlier the better. By setting their expectations, one can be able to be in a position to eliminate any uncertainty as to the level of service one needs to provide to his or her entire clients. Customers always compare the quality of service or product with the price offered in order to determine whether the company has considered including their requirements. Customers will always go for the products or services, which are consistent with the price offered. The management of the business needs to evaluate and revise the price of the products or services basing on the level of quality in order to improve the level of customer satisfaction. However, the management also needs to come up with a strategy to compare the prices of the company with the prices of similar products or services offered in other companies. In essence, these are the key recommendations that the management of the organization can incorporate in order to ensure increased customer satisfaction.
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2.2.1 Identifying Customer Expectations
- What strategies has the organization incorporated to ensure high quality customer service?
- How does the organization ensure improved customer satisfaction is achieved?
- What strategies the management of the organization has incorporated to ensure that there is customer retention?
- How does the organization ensure that it appropriately identifies the requirements of the customer?
- What strategies can be incorporated to ensure that customer service and satisfaction is improved in the organization?
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