CHAPTER 1: INTRODUCTION
In this modern era, the first priority of an organisation is to satisfying demands and needs of customers by providing better quality of services in an effective manner. In context to give better quality of services to valuable guests then in this case preference of guest is necessary. The customer service is not regarding their want but also necessary about their needs. Firstly, an organisation should understand about the preferences of consumers and then provide better quality of services to them for providing them strong experience in an effective manner. This present research is based on the Hyatt Hotel Canberra which is establish in Australia. This hotel built to the house politicians when Federal Parliament was moved to the Canberra from Melbourne in year 1927. An infrastructure of this hotel is very attractive and under this 252 suits and rooms are available (Berezan, Millar and Raab, 2015). This organisation provides wide range of services or products to consumers at reasonable cost so that people can enjoy its services in better manner. In addition to this, hotel should know about likes as well as dislikes of people. The main aim of this hotel is to focus on the quality of hotel accommodation which impact on preference of guests. Mainly the tourists prefer hotel services which came from different places for travelling purpose. In addition to this, accommodation refers to something which satisfy particular demands of consumers. It is essential that the main focus of an organisation is on providing better quality of services in an effective manner and make in existing services or products according to preference of consumers. In hotel industry, if hotel will know about the preference of consumers in better manner then in this case, productivity or profit level will be enhance with in given period of time.
Customer satisfaction is a philosophy of business which consists creation of value for customers, manage their expectations and present the ability to satisfy their needs (Berezina and et. al., 2012). Satisfaction of customers and quality of services both play a significant role in success of any business enterprise. These are the elements that support customer retention and also provide competitive advantage to entity. Customers satisfaction is known as the outcome of customer's perception about the value received. For get customer satisfaction, it is very important for Hyatt Hotel Canberra to recognise the needs of guests and to enhance its ability to satisfy the same. Firms that identify and satisfy the needs of customers generate more revenues as compare to the entities who fail to determine the needs o ;f customers. Today, one of the biggest challenge before manager of hotel is to provide and maintain customer satisfaction. Customer satisfaction is known as significant element of service industry (Chen, 2015). Satisfied customers ensure repeat purchase, establish loyalty and at the same time enhance word of mouth promotion. Customer satisfaction in hotel consists various factors such as ambience, hospitality of service offer to guest and many more. Price charge by hotel play a big role in satisfy and retain the customers for a long time period. Various attributes of hotel such as quality of meal, location, room services and functional service all are related with customer value. Ambience refers to the particular and unique atmosphere created by specific environment. Image of hotel is found a correlate factor with the satisfaction of its various departments. Hospitality sector is different from various other sectors and one of the main reason behind this is that under this industry satisfaction of guest is produce. Retention of customers means retain the existing customers rather than find the new ones. A research revealed that a little increase in customer retention provide large number of benefits to firm. For retain customers for a long time period it is very important for hotel to maintain good relationship with customers (Chia-Jung and Pei-Chun, 2014). Loyalty and satisfaction of customers is largely affect by the quality of services offer to them. It is very important for manager to invest in develop relationship with customers. Service quality help firms in attain a competitive position in market. For determine the quality of services offer by hotel to its customers can be determine by various tools and techniques available. In hospitality sector as consumers do not get any tangible product so it become more important manager of hotels to identify and analyse the major factors that contribute in satisfaction of customers. It is very essential for hotels to offer quality services to its guest at affordable prices. This also help in attract more customers which increase profits of entity. Employees working in hotel play a big role in affect the perception of customers towards the services offer by hotel. Training should be offer to staff members on continuous basis so they can perform their roles and responsibilities in an effective manner and can contribute more in success of entity.
Hotel is a part of hospitality sector that provide various type of services. Hotel is a place where tourist and other individuals stay and become a guest. One of the main aim of this sector is to make profits for the hoteliers. It is very important to offer quality services to all guest at affordable prices. This support in influence them to visit again and to increase profits. In today, competitive business environment, almost every hotel offer same kind of quality services so to serve more number of customers. Quality of service is the single element that largely affect the customer loyalty and retention (Emir and Kozak, 2011). In case of Hyatt Hotel Canberra, it is very important for hotel to choose the right method to provide services to its customers. Research should be carry out by entity to collect information about the needs of customers and to determine the elements that influence individuals to buy company's product. In this way, by add required and specific features in its product and service, Hyatt Hotel Canberra can attract and serve more number of customers as compare to its rivals. Technology use by firm to also affect the satisfaction of consumers. So it is very important for Hyatt Hotel Canberra to use updated and effective technology for carry out various business operations. In this way entity can save time and cost. Before choose the method to offer services to customers, it is very important for firm to identify and examine the trends in market. In this way entity can increase the number of its profits and at the same time can ensure its survival for long time period.
1.2 Background of research
In order to understand numerous aspects of a research, this is essential to understand the major significance of research report which provide researcher purpose to develop a proper research report. Understanding the major aspects of consumer as fundamental for business, in the industry of hospitality industry. Consumer motivation has generally presented scrutinised in regard of customer satisfaction, decision making, environment, experience and communication with other, hotel management staff which are taught with entire decision in regard of hotel management whether should create with determination and guest of understanding. Quality of service is directly associated with the consumer where this is fundamental for business entities and guest as they are expecting high and better quality service at the provided price. This is fundamental for manager to consider the wants and demands of their clients and guest understanding the factors which are selected by certain hotel (Heo and Hyun, 2015). Hyatt hotel Canberra is delivering distinct services and products which is delivering the activities of business in significant manner.
Understanding these aspects, it can be claimed that numerous practices and activities are provided in the present report which can be managed in significant manner. Hence, in this section of report, investigator will mentions numerous causes and reasons which can lead to the effective and efficient report.
- This is a prominent method or style of research as this influence the major aspect of hospitality sector delivering better and effective services in more significant manner. Guest are essential part of an hospitality segment which can deliver more appropriate and significant manner. It is fundamental for organisation to achieve their business objectives and goals in more fundamental manner (Kim And et. Al., 2017).
- This segment require proper experience and significant practices as this can lead to development. The research tittle is suitable for investigator as it consist of large scope in the future and require proper research and systematic evaluation to find out efficiency outcome.
- Major research project is highlighting the basic concept of accommodation and provided service in the hospitality sector and the manner which influence the guest preference and satisfaction among the competitive business industry.
The main purpose of this assignment is to highlight over the major knowledge an skills in regard of presented topic in order to accumulate relevant data and authentic outcome. The outcome can support business organisation in carrying out in significant manner. Therefore, wide range of data and information can deliver referred organisation in sustaining in competitive business environment in significant manner.
1.3 Rationale of research
This aspect of research reveal the major research behind choose the research topic. One of the main reason behind choose present research topic is that quality is one of the major component which is identify and determine by customers before make the final decision of purchase. For satisfy the needs of customers, it is very essential to provide them quality products and services this not only satisfy their needs but at the same time help in retain them for a long time period (Ku, 2010). Further this help in attract new customers which increase market share of entity. In case of hospitality sector quality become more important because in that customers do not get anything tangible. So for satisfy their needs and to make their experience a positive one, it become very essential for hotels to provide them quality and featured services. Another major reason to choose this research topic is that hospitality sector is one of the fast growing sector and it is very important to ascertain the main factors that contribute in its success. It is very essential for enterprise to offer featured and quality services to all its customers for fulfil their requirements. When hotels offer quality services to its clients then it influence them to visit them and increase customer base of business entity. This also increase profits of organisation and ensure its long time survival business environment. It is very essential for Hyatt hotel Canberra to provide quality services to its clients to satisfy their needs. With this, entity can attract large number of customers towards its services and can increase its market share. Another reason to choose this research title is increase understanding main elements that results in customer satisfaction and motivate them to visit again (Levy, Duan and Boo, 2013). By examine the major factors that influence customer's satisfaction, Hyatt hotel Canberra can attract large number of clients and can generate large number of profit. Quality play a effective role in hospitality sector and largely affect the preferences of guest because in service sector quality play a big role. For maintain its market share and to generate more revenues, it is very essential for Hyatt hotel Canberra to provide featured and high quality services to its customers. When firm offer quality service to its customers then consumers are ready to pay more as they get quality and effective services that help in satisfy their needs and make their experience a positive. After that when a consumer get a quality service then he do word of mouth promotion which motivate other individuals to choose the hotel over various other hotels and this provide competitive benefit to entity. For maintain its market share and to increase the same, it is very important for Hyatt hotel Canberra to provide better and quality services to all its clients. Overall, it is very essential for Hyatt hotel Canberra to offer better and quality accommodation services to its customers. As this is the factor that largely impact on choices of consumers.
1.4 Research aim
In this research, it is necessary part and general statement which is related to aims, goals and motive of the study. This research aims is “To determine examine quality of the hotel accommodation which influence on guest preferences. A Case study on Hyatt Hotel Canberra”.
1.5 Research objectives
This part of an investigation is helpful in simplifying research aim under which different variables are consists. This part s depend of research aim (Liu and et. al., 2015). Under this, aim is segmented between different objectives in context to explaining all research elements as well as problems which are included in aim of research. Some of the necessary research objectives are mention below as above:
- To examine quality tools by which hotels can retain loyal consumers.
- To identify those factors which are beneficial in gaining attention of customers.
- To determine the quality of Hotels accommodation influence guest preference.
- To analyse the preference of customers so that firms can enhance their sales and profitability ratio.
- Recommand some ways through which Hyatt Hotel Canberra can attract large number of consumers (Mensah and Dei Mensa, 2013).
1.6 Research questions
Some research questions are given below as above:
- What are quality tools by which hotels can retain loyal consumers?
- What are the factors which are beneficial in gaining attention of customers?
- How quality of Hotels accommodation influence guest preference?
- What are preference of customers so that firms can enhance their sales and profitability ratio?
CHAPTER 2: LITERATURE REVIEW
This part of a research report is necessary and in this researcher used the different view points of authors or writers in better manner.
2.1 Quality tools by which hotels can retain loyal consumers
The main focus of every business firm is to maintain quality of its services so that large number of consumers will be attract towards firm in better manner. If quality of goods will be better then in this case customers will also be loyal towards company and they will retain for long period of time. Loyalty of customers has been identifies as dominant factor in the success of company. Regarding this, Hyatt hotel Canberra use the advanced technology in order to make its services of better quality and gain loyalty of consumers. This hotel use the different quality tools for increasing production quality and these tools are comprised of statistical techniques as well as simple graphical in solve quality related problems. Some of the different tools of quality given below as above:
Six sigma- It is an effective tool which helps in make improvement in quality through measuring defects from quality process in systematic manner. With the help of this tool, firm can remove its all defects from process of production. If firm will able to make improvement in quality of goods then in this case more people will be attracted towards firm and they will be loyal towards it. This tool is helpful in present better ideology which focus on the statistical improvements to process of business.
Lean manufacturing- It is systematic method for reducing wastage in production system without any sacrificing growth. It consists those efforts which are never ending in order to eliminate wastage and maintain quality of service in better manner. With the help of this production process of Hyatt hotel will be effective and quality of products will also be better.
Quality control- IT is a process to assure that production of goods adheres to explain quality of products in context to meet demands or needs of consumers in a better or effective manner. The main focus of every purchaser on better quality. For execution of beneficial programme of Quality control, there is a need to decide to Hyatt hotel organisation to set of confirm a particular standard of services of goods which should meet with needs of consumers. With the help of this tool of quality, this hotel can know or review regarding all factors which are include din manufacturing processes.
Continuous quality improvement- IT is an effective tool of quality which develop on the traditional method of quality assurance through emphasizing system as well as business firm. The main focus of this tool is to determine its external and internal consumers and their needs b making improvement in its operation or manufacturing process.
All these are the major tools that can be use by hotels for maintain the and to satisfy the needs of customers. As hotel industry grows on a fast speed and is becoming more competitive, quality service become an most significant part of manager's responsibility. Top authorities remain liable to determine the quality of service. It is very important that right and effective tool should be use by firm manager to examine the quality. Increase sophistication of guest has increase the significance of service quality for hotel manager as this is very important to increase competitiveness and to meet the expectations of guest. Due to this, measure the quality of services offer to customers become an important element. Determine accurately what customers think about hotel stay, meal and other services is very complex and a major challenge to achieve excellence. Before customers leave the hotel is correct time to collect feedback about hotel experience. One of the main benefit of this is that it help collect fresh data and make the manager inform about areas of improvement. One of the major challenge before managers is to use right methods to analyse the quality of hotel experience. It is very important for hotel manager to formulate a effective strategy for ensure effective monitoring and measure the service quality of every guest's experience.
Large number of methods and tools are available to determine the quality of service experience. All methods are different in accuracy, percent of customer inconvenience and cost. One of the simple and cost effective technique to measure service quality is to motivate managers to observe the interaction take place between guests and employees. This help manager in identify that staff members are delivering a quality service experience or not. However some managers fail to use this method or have biases due to lack of adequate skills or knowledge. In this, proper training should be offer to managers so they can analyse the quality in appropriate manner and at the same time personal bias can be eliminated form the process. Cameras can be use to observe the attitude and actions of staff members. It is very important for manager to make the employees aware that they may be monitored in order to decrease ethical concerns. Feedback form workers help in identify the issues that affect or serve as obstacle in deliver quality services to customers. Large number of observational methods are there for examine the service quality but collection of guest's reaction help in better analyse the customer experience. Feedback from workers help in identify the perception of guest about the service delivered. For example cashier and receptionist ask customers about their experience and this help in do the necessary improvements for customer's satisfaction.
2.2 Factors which are beneficial in gaining attention of customers
For achieve success in hospitality industry, understand the customer is very essential. It is very important for hotels to focus more on quality as this help in satisfy the needs of customers. Both satisfaction and service quality are significant for hotel. These factors help in make the experience of customer a positive one and motivate them to visit again and also recommend to others. Now internet has made it easy for customers to share their experience with others. It is very important for operators of hotel to focus more on quality an get every detail of service encounter by guests. Mainly emotional judgement of clients about hotels is use by firm to differentiate itself from the rivals and this also provide competitive benefit to firm.
Millar and Baloglu, 2011 found that cultural differences affect the beliefs of customer about the quality of service and impact on their satisfaction. Mainly customer experience is multidimensional and remain unique in every situation. Service quality is knowns as the variation between expectation of guest about service and their real perception about its performance. Evaluation of a particular service, compare the actual performance with expectation of customers is all come under the service quality. In today's competitive era where large number of hotels provide various and similar services, delivery of service quality is the only factor that ensure long term survival of hotel in market.
Millar, Mayer and Baloglu, 2012 concluded that there are mainly three type of service quality in hotel known as physical product, quality of food and service experience. Employees should be encourage to work well in order to maintain the quality of service. Front line employees and their traits play a big role in affect the perception of customers regarding the quality of service. Major elements that indicate the excellent service quality are workers with passion, their ability to deal with complex situation, honesty and trustworthiness. It is very important training should be offer to employees so they can provide quality services to the guest and communicate with them in respectful and polite manner.
Service quality is known as a significant driver of customer satisfaction. Satisfaction means offer quality products and services to customers that develop specific level of perceived value and help in retain consumers for long time period. After consume a service or product an individual compare its performance and quality with the expectations. Positive attitude of a consumer toward a specific product encourage him to purchase again. High satisfied customers means that actual performance of product is greater than expectation and this motivate customer to purchase again. When the product fail to perform as per the set expectation then it results in dissatisfied customer.
Almost every individuals perceive that luxury hotels offer superior value to them as compare to the standard hotels and due to this they expect higher classified hotels to offer superior service, entertainment and pleasant atmosphere as all these are very essential for customer satisfaction.
Noone and McGuire, 2013 summarised that quality of meal and atmosphere of hotel lobbies play a significant role in ascertain the satisfaction of customers. It is very important for front line service providers to offer a standardised and simple process to fulfil the requirements of customers. It a customer get satisfaction from the service offer by a specific hotel then in his next trip he prefer the same hotel. For get attention of customers or to attract large number of guest, it is very important for Hyatt Hotel Canberra to offer something new or featured to its customers. For achieve customer satisfaction, it is very important for hotel to known about its its target customers. Every customer come with different expectations. For example, expectations of a customer staying in a normal hotel has different expectation from the individual stay in a hotel near beachside. When firm understand the needs of its consumer and deliver products and services as per those specific needs then all this make the customers loyal towards the entity. Effective management of hotel help in offer expected services to the guests which help in keep them for a long time.
As per the point view of Prentice, 2013 for achieve satisfied customers, it is very important for hotels to address their complaints quickly. Guest manager is known as the individuals who remain responsible for customer satisfaction measurement. By address the complaints and requests of customers their specific needs can be satisfy.
Ramanathan, 2012 stated that employees play a big role in satisfy the needs of customers. These are the one that interact with guest and behaviour of employees largely affect the perception of guest about products and service. It is very important for staff members to communicate with customers in respectful manner. Proper training should be offer to staff members so workers can perform best to achieve guest satisfaction. Skilled workers deal with complex situation in appropriate manner and manage complaints of customers. There are certain amount of guest that always complain and this situation should be use as a opportunity to satisfy their needs. It is very important for Hyatt Hotel Canberra to conduct training programmes for employees.
Communication play a big role in customer satisfaction. By create a dialogue with guest, hotel management can identify all strong and weak points in customer service. For this, feedback can be collected online. Effective use of these tools help in highlight training needs and implementation of new and effective policy. In addition to this, large number of techniques and tools available for tract satisfaction of customers. Today guest of hotels want the services exactly they expect. When hotel has a skilled and well trained workers then it not help in satisfy the needs of customers but at the same time ensure repeat purchase.
It is very important for manager of Hyatt Hotel Canberra to identify the main elements that largely affect customer satisfaction and attract the individuals towards products and services of hotel. Proper training should be offer to employees as this help them in identify new and better ways to serve customer and which result in their satisfaction. Further when hotel provide services to its guest as per their specific requirements then it enhance customer loyalty which also provide competitive benefit to entity. In this way, Hyatt Hotel Canberra can generate large number of revenues.
2.3 Quality of Hotels accommodation influence guest preference
Accommodation is something that fulfil a specific need of individual. This can be a room, compartment and can be a seat. It is very important for hotels to offer featured and quality accommodation to its guest as this help in satisfy the needs of customers. Quality accommodation add a positive note in overall experience of customers and at the same time encourage them to visit again. Hotel is one of the sector which is growing on a fast speed due to growing demand of various other services such as travel. All this increase the demand of customers about quality. When hotel offer quality services to its customers then it enhance customer loyalty and also provide competitive benefit to firm. Quality is one of the factor that largely affect the loyalty of customers. Different type of services are offer by hotels such as free Wi fi, 24 hour room service, currency exchange and many more. It is very important to offer quality accommodation services as this help in satisfy the needs of customers, increase traffic of guest and at the same time provide an opportunity to generate large amount of revenues. Good accommodation influence customers to visit again and this ensure long term survival of firm in market. It is very important for Hyatt Hotel Canberra to ensure that they are provide accommodation services to all guest as per their specific requirements. According to Rogerson, 2010 it has been concluded that Satisfy customers make other individuals inform about hotel services and they also recommend others to visit the same hotel which provide an opportunity to firm to generate more profits.
2.4 Analyse the preference of customers so that firms can enhance their sales and profitability ratio
Identify customers understand their needs and wants is the only way through which Hyatt Hotel Canberra can increase the number of its profits. It is very important for manager to identify what are the major factors and elements that encourage an individual to buy company's product. By add that features in its services, Hyatt Hotel Canberra can influence various individuals. If entity offer better and unique features to its customers then it help in maintain its market share for a long time period. To get a competitive position in market, it is very essential for entity to offer services to its clients as per their needs. To collect more information about its customers, manager of firm remain responsible to carry out research. This help manager in take inform decision which boost up the process of business success.
Quality of services is one of the major component that largely affect the customer satisfaction and also affect the number of company's profit. For remain competitive, it is very important for Hyatt Hotel Canberra to use right tool for keep the customers satisfy. Training should be provided to staff members on continuous basis so they can offer better and effective services to guest and can influence their perception towards services of hotel in positive manner. By offer quality accommodation to its customers Hyatt Hotel Canberra can generate large number of profits.
From the given information, it can be summarised that quality of service offer by hotel to its guest largely affect their satisfaction and at the same time help in retain them for a long time period. For survive in business environment it is very essential to maintain the quality of its services. Large number of tools are there which can be use by Hyatt Hotel Canberra to ascertain the quality of its services. Further, it is very essential for entity to identify and analyse the major factors that help in attract large number of customers. Accommodation services offer by hotel also affect the overall experience so all efforts should be done by hotel to products and deliver quality accommodation to its guest. It is very important for a business entity to have full knowledge and understanding about its customers as this help in manufacture products and services as per specific requirements of target market and support entity in achieve its business goal and objective. Trends exist in market require to be identify and examine by firm to offer effective services to its clients and to maintain its market share. New and updated technology should be use by Hyatt Hotel Canberra as this save time and cost of entity and at the same time enhance efficiency.
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