Perceptions and attitude of customers towards the services of the Hilton Hotels in London

ACKNOWLEDGEMENT

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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Date: __________________________

DECLARATION

I , hereby declare to the best of my knowledge that all the contents of this thesis represent my personal authentic work, and that no such thesis has been previously submitted for any academic examination or any other qualification. Additionally, it is a representation of my own personal opinions, and does not have anything to do with those of the University.

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Abstract

The economic recession that has gripped Britain from 2008 and is still affecting the economy has fundamentally changed people's attitudes towards spending. This has affected every industry including the hospitality industry. People are spending less and saving more as a result the luxury hotels have suffered a setback as more and more people and mainly businesses are now choosing budget hotels instead of four and five star hotels. Its importance has increased even more today as the quality and delivery of the service by a firm is considered to be the source of sustainable competitive advantage that is difficult for the competitors to copy. In order to achieve this differentiation through service the hotel needs to evaluate their service offering and measure it using appropriate means.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Overview1

The aim3

The primary research question3

Research Objectives3

Research Questions:3

Structure of the research3

Rationale for Research5

CHAPTER 02: LITERATURE REVIEW6

Employee Attitudes6

Survey of Hilton Hotel8

Company Overview9

Hilton Brand9

Hilton Strategy9

Challenges Facing the Hilton Group9

Hilton Value drivers10

Managing Employees10

Six Sigma Strategies at Sheraton Hotel11

Service Quality12

Service Quality in Hospitality Industry13

Measurement of Service Quality14

Consumer Buyer Behaviour17

Link between perception and attitude17

Role of perceptions and attitude in determining the service quality:19

Customer Attitude towards Hotels19

Hotels services20

CHAPTER 03: METHODOLOGY OF RESEARCH21

Introduction21

Research Design22

Sampling Plan22

Defining the target population22

Sampling Technique23

Sample Size23

Research Strategy23

Selection of Research Methodology24

Questionnaire Design25

Questionnaire25

Part 1: Personal information25

Part 2: Service Quality and perceptions and attitude26

CHAPTER 04: RESULT AND DISCUSSION27

The nature of services27

Introduction28

Data Analysis28

Part A29

Figure 1: Type of visitors29

Figure 2: no of visits30

Part B30

Figure 3: Facilities31

Figure 4: Decor and cleanliness31

Figure 5: Staff responsive and attentive32

Figure 6: Keep promises?33

Figure 7: willing to help?34

Figure 8: Service requests are duly followed up35

Figure 9: Confident about the quality of service and recommendations of staff35

Figure 10: Individual attention36

Figure 11: Overall service satisfaction37

Figure 12: Service Improvement Priority38

Figure 13: Service at Hilton compared to competitors39

Figure 14: Guest feedback form40

Figure 15: By analysing guest feedback forms Hilton Hotel wants to make the services better in the future?41

Discussion of results:41

CHAPTER 05: LIMITATIONS, CONCLUSION AND FUTURE RECOMMENDATIONS44

Dimensions of the service quality44

Consumer behaviour that impact on attitude and perception45

Propose improvement to get positive perceptions of the hotel that links to SERVQUAL45

REFERENCES47

BIBLIOGRAPHY53

APPENDIX 1: QUESTIONNAIRE69

APPENDIX 2: ASSOCIATION WITH SERVQUAL ELEMENTS71

CHAPTER 01: INTRODUCTION

Overview

The economic recession that has gripped Britain from 2008 and is still affecting the economy has fundamentally changed people's attitudes towards ...