Sales and Marketing in Marriott UK - Essay Example

Sales and Marketing in Marriott UK Introduction Tourism in UK creates job opportunities for the local people. As part of tourism, hotel industry is one of the sources of economic contributor in the country. For this reason, it is essential to improve the hotel services in the country. There are a lot of internal and external factors may contribute to the success of hotel industry in UK. In relation to these factors, it is crucial for the researcher to determine the overall customer satisfaction of each tourist who temporarily lives in commercial accommodation such as hotels within country. For this study, a research survey will be conducted to enable the researcher to develop a deeper understanding behind the sales and marketing in Marriott UK. Based on the result of the research study, the researcher will provide a recommendation on how the hotel manager in Marriott could increase its profitability. Research Question(s) To increase the satisfaction of customers in Marriott UK; is there a need for the hotel managers to improve the quality of its services? Are the tourists satisfied with the quality of services they receive from Marriott UK? Research Objective(s) To accurately determine whether the hotel managers in Marriott UK need to improve the hotel services the company is offering to its current customers. Importance of Strategic Questioning, Interview Techniques and Evaluation In general, a strategic questioning is highly correlated with the accuracy and validity of the survey results such that the data that has been collected through an interview process and other data gathering techniques must always be appropriate to the research question of the study. For this reason, it is necessary for the interviewer to properly prepare the type of questions to be asked with each participant. (Richards, 2003, Chapter 2; Richards, 2006) The only way to achieve good quality questionnaires is by thorough proper understanding and analysis of the main purpose of the study. Since this study is designed to determine an effective marketing strategy that could significantly increase sales of Marriott UK, the researcher designed the survey questionnaire in a way that it could enable the researcher to accurately determine the specific areas that needs to be improved in order to increase the customer satisfaction of each tourists who are currently staying at Marriott UK. (See Appendix I – Survey Questionnaire on page 10) According to Keith Richard (2006), ‘understanding the research process is important when a researcher has chosen to adopt a qualitative research study in order to avoid heading into a wrong direction.’ Once the researcher has already written a list of possible survey questions, it is essential for the researcher to go through the questions again in order to detect any specific questions that needs to be refined. Basically, there is absolutely no limitation as to how an interview should be conducted. According to Kvale (1996), the process of interviewing Marriott’s customers heavily relies on the researcher’s personal judgement1 rather than a ‘context- and content-free rules of method.’ (Kvale, 1996: 105) The statement of Kvale (1996) is confirmed with the statement of Keith Richards (2006) such that ‘the personal dimension is the central to qualitative research.’ When it comes to evaluation, it is ethical for evaluators to serve not only the interest of the researcher but of the large society wherein the interest of the respondents are carefully taken into consideration. (American Evaluation Association, 1994) This way, the evaluators could avoid having a bias conclusion. Rationale behind the Questionnaire Design The use of scientific-based methods is widely accepted when confiming the credibility of a research hypothesis. (Anderson, 1983) The problem with the use of pure statistical method is the fact that the researcher could only obtain a general evaluation of the study. (Leong, 1985) Similar to the use of pure observation (Anderson, 1983), the application of pure statistical method is not considered the best option since the researcher’s speculation on the hypothesis may distort the end results of the research study. A phenomenological research approach applies a qualitative inquiry on a research question. (Cloke et al., 1991; Patton, 1990; Fetterman, 1988; Low, 1987) The benefit of using the phenomenological approach in research studies is the fact that it enables the researcher to have a closer look at the real world in order to come up with a conclusion that is grounded on empirical world. (Patton, 1990; p. 67) Considering the benefits and limitations of using a pure statistical method and pure qualitative approach to research, it is best to apply both to enable the researcher to obtain an unbias study conclusion. Questionnaire Design The researcher has designed the questionnaire for Marriott UK’s customers. As soon as the survey participant indicates that he or she did not stay at the Marriott hotel, the researcher will automatically disqualify the particular survey questionnaire in order to avoid distorting the survey results of the study. The forth question intentionally ask the survey participants whether they are satisfied with the quality service available at Marriott UK to enable the researcher to determine the first reaction that would enter their mind. Eventually, questions five to fifteen are designed to give the researcher an idea with regards to the available room, laundry, sports, and children’s facilities at Marriott’s which could increase the customers’ satisfaction during their stay at the hotel. Question 16 is designed to determine how satisfied the hotel customers are with regards to the quality of food, hotel services, cleanliness, laundry services, hospitality of the hotel staff and the accommodation prices. In relation to the accommodation prices, the researcher asked whether or not the accommodation price includes free breakfast for two. Considering the tight competition in the hotel industry, a lot of hotels are providing free breakfast to their customers in order to increase their loyalty and satisfaction. Questions number 18 and 19 are designed to determine whether or not these customers are planning to revisit Marriott hotel in the near future or refer the hotel to their friends. Eventually, the researcher used a qualitative survey (open-ended survey question) to determine the personal point-of-view of each respondent as to whether or not the hotel managers at Marriott should exert more effort to improve its services further. (See Appendix I – Survey Questionnaire on page 10) Research Methodology The researcher distributed the survey questionnaires to randomly selected2 respondents who has came out from the Marriott hotel. Based on the data gathered, the researcher will interpret the result of the surveys using a combination of quantitative and qualitative analysis. (See Appendix II – Survey Questionnaire on page 12) For the actual survey, the researcher will provide a total of fifty survey questionnaires which will be distributed to qualified respondents.3 To satisfy the main purpose of the study, the researcher will intentionally select only potential respondents who more or less has checked in at the Marriott hotel. Prior to requesting the selected respondents to participate in the research survey, it is ethically acceptable for the researcher to personally seek their approval and explain the main purpose of the study. With regards to the analysis and interpretation of the gathered data, the researcher will apply simple statistical method using the excel software. Analysis of Research Findings The researcher gathered a total 50 respondents wherein 76% are male and 24% are female. As much as 96% of the respondents claim that they are tourists in the area where the study was conducted. Based on the researcher’s analysis, 86% of the respondents are foreign tourists whereas the rest are local tourists. Based on the survey result, as much as 82% of the fifty respondents are satisfied with the quality service at Marriott hotel. As part of the added services that the hotel management is extending to its customers includes a free regular tea/coffee making facilities, Wi-Fi access, 24-hour air-conditioned rooms, laundry facilities, well-maintained swimming pool including access to hotel gym and spa. Since some hotel customers bring their children at Marriott hotel, the management also offers high chairs and special children menu each day. The hotel also offers live entertainment during weekends to increase the customers’ satisfaction. (See Appendix II – Quantitative Survey Results on page 11) Although several passenger lifts were available for the customers, 12% of them believe that the available number of lifts is not enough for the needs of the hotel customers. With regards to the accommodation prices, majority of the respondents find the hotel prices satisfactory since the room prices include a free breakfast for two. When asked whether they would travel again to UK and stay at the same hotel, as much as 35 out of 50 or 70% of respondents says yes whereas 58% of the respondents are willing to recommend visiting Marriott to their friends. Discussion and Conclusion Even though the survey result shows that majority of the tourists are satisfied with their stay in their at Marriott hotel, there are still a few areas wherein the hotel managers could improve the quality service they offer to the tourists. For instance, not all customers are satisfied with the hotel’s cleanliness or the overall hotel services. In general, it is good for hotel managers to continuously improve the services being offered the customers. It is also possible for the managers to regulate the quality service offered by Marriott hotels by developing a benchmark on how to deliver good services to their customers. In the process, it would be easier for the hotel managers to convince the foreign and local tourists to revisit the same hotel in the near future. Appendix I – Survey Questionnaire Sex: male ___ female ___ 1. Are you a tourist here in UK?  ( ) A. Yes B. No 2. Where are you from? A. Other state in UK; ___ England; ___ Scotland; ___ Wales; ___ Northern Ireland B. United States C. Middle East D. Southeast Asia E. Others; Please specify: ______________________________________ 3. Are you staying at Marriott UK?  ( ) A. Yes B. No Note: If you are staying at Marriott UK, please proceed to the following questions. 4. If you are staying at Marriott UK, are you satisfied with the quality of service the hotel is extending to you? ___ Yes; ___ No; If No, why? ______________________________________________________________ 5. Does Marriott UK provides regular tea/coffee making facilities in your room?  ( ) A. Yes B. No 6. Does Marriott UK provides Wi-Fi access in your bedroom? ( ) A. Yes B. No 7. Are modem/fax/data lines provided in the bedroom? ( ) A. Yes B. No 8. Is the hotel room fully air-conditioned all the time? ( ) A. Yes B. No 9. Is the passenger lift available at Marriott UK enough to serve its customers? ( ) ___ Yes; ___ No; If No, why? ________________________________________________________ 10. Does Marriott UK offer laundry facilities such as the ff: Washing machine ___ Yes ___ No Tumble dryer ___ Yes ___ No Ironing facilities ___ Yes ___ No 11. Does Marriott UK offer live entertainment such as band at least once a week? A. Yes B. No 12. Does Marriott UK provide any of the following within the hotel premises? Swimming pool ___ Yes ___ No Does the hotel have lifeguards in the pool area ___ Yes ___ No Is the pool area maintained clean ___ Yes ___ No 13. Did you bring your child(ren) with you during your stay at Marriott UK? ( ) A. Yes B. No 14. If yes, does Marriott UK provide services for children? ( ) Baby-sitting / watching or listening intercom services ___ Yes ___ No Supervised playrooms or safe playing area ___ Yes ___ No High chairs ___ Yes ___ No Special children’s menu ___ Yes ___ No 15. Does Marriott UK have the ff. sports facility: Golf course ___ Yes ___ No Tennis court ___ Yes ___ No Squash court ___ Yes ___ No Gym ___ Yes ___ No Spa ___ Yes ___ No 16. Please rate the following facilities/services available in Marriott UK: ( ) Catering / Food Good 1 2 3 4 5 Poor Hotel services Good 1 2 3 4 5 Poor Cleanliness Good 1 2 3 4 5 Poor Laundry Services Good 1 2 3 4 5 Poor Hospitality of Hotel Staff Good 1 2 3 4 5 Poor Accommodation Prices Good 1 2 3 4 5 Poor 17. Does the room prices include free breakfast for two? ( ) A. Yes B. No 18. Would you travel to UK and stay at Marriott UK again? ( ) A. Yes B. No C. Maybe 20. Would you recommend visiting Marriott UK to a friend? ( ) A. Yes B. No C. Maybe 10. Does Marriott’s hotel managers need to improve its services further? Why? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ *** Thank You! *** Appendix II – Quantitative Survey Results Survey Question Total Number of Respondents Percentage What is your Gender? Male Female 38 12 76% 24% Are you a tourist here in UK?  Yes No 48 2 96% 4% Where are you from? United States Middle East Southeast Asia Other State in UK: England Wales Scotland Northern Ireland 23 11 9 2 3 1 1 46% 22% 18% 4% 6% 2% 2% Are you staying at Marriott UK? Yes No 50 - 100% - If you are staying at Marriott UK, are you satisfied with the quality of service the hotel is extending to you? Yes No 41 9 82% 18% Does Marriott UK provide regular tea/coffee making facilities in your room? Yes No 50 - 100% - Does Marriott UK provide Wi-Fi access in your bedroom? Yes No 50 - 100% - Are modem/fax/data lines provided in the bedroom? Yes No - 50 - 100% Is the hotel room fully air-conditioned all the time? Yes No 50 - 100% - Is the passenger lift available at Marriott UK enough to serve its customers? Yes No 38 12 76% 24% Does Marriott UK offer laundry facilities like the ff: Washing Machine Tumble Dryer Ironing Facilities 48 / 50 39 / 50 50 / 50 96% 78% 100% Does Marriott UK offer live entertainment such as band at least once a week? Yes No 50 - 100% - Does Marriott UK provide any of the following w/in the hotel premises? Swimming pool Does the hotel have lifeguards in the pool area Is the pool area maintained clean 50 / 50 50 / 50 49 / 50 100% 100% 98% Did you bring your child(ren) with you during your stay at Marriott UK? Yes No 35 15 70% 30% If yes, does Marriott UK provide services for children? Baby-sitting / watching or listening intercom services Supervised playrooms or safe playing area High chair Special children’s menu 0 / 50 0 / 50 50 / 50 48 / 50 0% 0% 100% 96% Does Marriott UK have the ff. additional facilities: Gym Spa 50 / 50 50 / 50 100% 100% Does the room price include free breakfast for two? Yes No 50 - 100% - Would you travel to UK and stay at Marriott UK again? Yes No Maybe 35 10 5 70% 20% 10% Would you recommend visiting Marriott UK to a friend? Yes No Maybe 29 14 7 58% 28% 14% Please rate the following facilities: Extremely Good Good Neutral Poor Extremely Poor Catering / Food 84% 10% 6% - - Hotel services 28% 21% 42% 9% - Cleanliness 59% 20% 18% 3% - Laundry Services 18% 31% 27% 24% - Hospitality of the Hotel Staff 74% 18% 7% 1% - Accommodation Prices 12% 25% 48% 12% 3% Appendix III – Qualitative Survey Results Survey Question Does Marriott’s hotel managers need to improve its services further? Why? Yes. I am not quite satisfied with the quality of service I received from Marriott. Although they were able to keep my room clean during my stay, I do have a problem with regards to the laundry. The place I was staying does offer laundry service. However, it was ‘out-of-service’ at the time I was there. I really need the laundry service since I did not bring extra clothing for my one month stay here in UK. There’s really nothing much to improve at the Marriott’s. The hotel manager was good in keeping all of its services outstanding. Despite the high room rates at Marriott’s, I was able to receive a 21% discount for my advance booking… I think that’s a pretty good deal. I had to visit UK to see my parents every now and then. Since my parents’ house is too small, I had to book a room at Marriott hotel which is closest to my parents’ house. The problem with Marriott is the quality of food they offer. I think the price is set too high for the food that was served to me. Also, I did order for a cup of coffee but it was served cold. I was really disappointed with their food service. Also, I still have to bring my dirty clothes to my parents’ house since I was told that the hotel’s washing machine was temporarily not available. I think it is good for the hotel managers to continuously improve the services offered at Marriott. Maybe regulating the quality service offered by the hotel would be a good idea so there will be a benchmark on how to deliver good services to their customers. References: American Evaluation Association. (1994). In Guiding Principles for Evaluators - New Directions for Evaluation (pp. 66: 19 - 26). Anderson, P. (1983). Marketing, Scientific Progress, and Scientific. Method Journal of Marketing , 18 - 31. Cloke, P., Philo, C., & Sadler, D. (1991). Approaching Human Geography: An Introduction to Contemporary Theoretical Debates. New York: Guildford Press. Fetterman. (1988). Qualitative Approaches to Evaluation in Eduation: The Silent Revolution. New York: Praeger. Kvale, S. (2006, August). Interviews: An Introdction to Qualitative Research Interviewing. in Richards, K. (Eds) 'Quality in Qualitative Research. Keith Richards IATEFL Research Sig Newsletter , pp. Issue 18. pp. 1 - 4. Leong, S. (1985). Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction. 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