How effective can customer satisfaction strategies be used as a tool for influencing customer loyalty in the Ibis London hotels in comparison with other budget hotel chains in London Look at the order instructions - Research Paper Example

Marketing Introduction Research is a systematic process of collecting and analysing information to increase our understanding on thephenomenon of concern. This research will use deductive study approach. The inherent research approach deals with general findings before it narrows to a specific concept, finding or variable. The aim of this research paper is to find out how the incorporation of strategies for customers satisfaction may influence their loyalty in the Ibis London hotels (Chen, 2013).

In business world, management of a business entity such as a hotel should give customer experience a competitive battleground. A well-built customer experience will definitely increase customer satisfaction as explained by Pham et al (2010). Within hotel industry, it is imperative to ask customers about their experience with the services offered at the hotel. Customer satisfactory measures can help a hotel manager to adjust hotel operations (Cherdchamadol & Kawachart, 2013). It is a justification for this study to incorporate strategies for customers’ satisfaction because this will help in adjusting customer service at the Ibis London hotel compared to other hotels in London (Haumann et al., 2014). There exist various strategies of customers’ satisfaction within hotel industry.

Foremost strategy relates to treating of customers as the boss. This is because customers are the managers’ paycheck and without them, there will be no viable payment (Evans et al, 2012). Secondly, there is need to focus on measuring customers satisfaction. A satisfied customer will ever purchase services from a particular hotel. A dissatisfied customer will be unwilling to come back again for similar services or establish a productive working relationship (Long-Yi et al, 2011). The third strategy is customer loyalty.

This help in increasing the number of customer satisfaction. There is a relationship between customer loyalty and customer satisfaction. A business organization should have focused efforts on establishing loyal customers who have no influence on competitors. The fourth strategy usable as a tool of influencing customer loyalty in Ibis London hotel is avoiding customer retention mistakes (Chen, 2013). The achievement of this strategy is through stopping customers defecting. Management should avoid ignoring customer feedback and use short customer feedback surveys to avoid customer retention mistakes.

The sixth strategy is to learn how to set customer expectation early. The sales marketing manager of the Ibis London hotel should not set expectations too high. Otherwise, it would be a mistake in development of the business (Ha & Jang, 2012). The management of the hotel need to create an email, which acts a channel to increase customer satisfaction. Email marketing will be most effective in generating revenue to the hotel. There is need to tap into social media with the motive of tracking and monitoring customer satisfaction hence keeping customer happy (Cherdchamadol & Kawachart, 2013).

Data collection This research will employ secondary research method where emphasis is on collation, synthesis and summarizing information based on the existing research (Lawrence & Tar, 2013). The most widely used method for collecting data is through secondary data collection, which involves collection of data from the originator or a distributor of primary research (Schuster et al, 2014). In most cases, this research will find information from third party sources such as marketing research, Ibis London hotel website, or other websites such as Trip Advisor.

Additional sources include reports made by the hotel, articles about the Ibis Hotel, and magazine. Secondary research contains data that are readily available and already compiled statistical statements requisite for this study. In addition, secondary sources that are unpublished are also useful in this research (Schuster et al, 2014). Other sources include Financial Journal, National sample survey organizations and information from Tourism management that are useful in this research to help monitor movement of people who may turn out as customers in the Ibis Hotel.

The progression of collecting data in this research will entail qualitative and quantitative phase. As asserted by Chen (2013), these are the methodology that this research will employ to explore the objectives of strategies of customers satisfaction can influence customer loyalty. The quantitative phase collection of this research will be by using a structured approach with a sample of the population to yield quantifiable insights into behaviour, attitudes and motivations of the Ibis London hotel customers.

Hence, this will be about numbers, rankings, percentages, scores, values, shares and numbers of those customers satisfied or not satisfied and prices offered (Schuster et al., 2014). On the other hand, gathering of qualitative data will be by using techniques that seeks insight through loosely structured approach. This will be through verbal forms, analysis and diagnostic of the existing sources (Schuster et al, 2014). The phase will be non-quantifiable but will gather information on individual’s perception about the Ibis hotel and services offered views and attitudes.

The technique here is unstructured approach in order to allow Ibis customers’ respondents to talk about things the way they wish. Data analysis This being social research, qualitative data analysis will be appropriate. The analysis of data collected from secondary research will be achievable by employing a number of data analysis methods (Lawrence & Tar, 2013). This research will make use of core statistical tools to analyse data. The analysis of the information gathered will be by use of descriptive statistics tools such as modes, means and medium (Schuster et al, 2014).

Analysis of data will be achievable by using excel work sheet and other statistical software such as SPSS. Presentation of the analysed data will be by using tables, pie charts and PowerPoint presentation. This will give a clear deduction of the research findings from a glance. Reliability and validity The instrumentation of a researcher affects validity and reliability of the study findings hence there is need to pre-check the instruments before data collection. The findings from this research will be reliable and validated when there is repeatability in procedures followed in conducting this research.

Repeatability in this research study is achievable when the score from Ibis London hotel and other budget hotel chains in London correlates (Tripathi, 2014). The correlation can help evaluate the consistency of results across alternate versions. Reliability of findings of this research will be achievable by administering the same test twice and over a period to a group of customers in Ibis London hotel and other budget hotel chains in London customers (Schuster et al, 2014). The scores from time one and time two then correlated to evaluate the test for stability over time.

Finally, validity of the research findings is achievable when the measures or findings appear to assess the intended construct under the study. References Chen, X. (2013).The Modified Importance-performance Analysis Method and its Application in Tourist Satisfaction Research.(English).Tourism Tribune / LvyouXuekan, 28(11), 59-66. doi:10.3969/j.issn.1002-5006.2013.011.007 Cherdchamadol, P., &Kawachart, P. (2013). Factors Influencing Customer Satisfaction with Chain Budget Hotels in Bangkok (No.

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