Progetto di customer satisfaction, Schemi e mappe concettuali di Economia

Scarica Progetto di customer satisfaction e più Schemi e mappe concettuali in PDF di Economia solo su Docsity! Course of Creation and Measurement of Customer Satisfaction. Irene Enza, es-11569 Zeki Erdem Yaşar, es-11623 Lorenzo Delle Donne, es-11632 Gianpiero Adamo, es-11583 Hilton Hotel Corporation: How to analyse customer satisfaction. 1. General introduction Customer satisfaction and satisfaction-oriented service are vital points for companies and brands. It is not easy to build this trust and loyalty in a market where all brands compete for customers. If we look at large-scale companies that can do this, we encounter brands that put customer satisfaction at the centre of the business model and create strategies in this context. We know how difficult it is to create a customer cycle in the service sector, especially in hotels where competition is very high. So, in this industry, what really drives a tourist to choose one hotel over another? He will probably rely on a friend’s advice, online reviews, or past experiences. The choice of the customer is fundamental and depends on several factors such as the promotion of the company, investment, differences, and luck. These not only appeal to existing customers, but also serve for those who are looking for services or products in the competitive market. It is important to try to get a high percentage of customer satisfaction. But how to understand if a customer is satisfied? Feedback is a very important indicator for understanding which areas need improvement and which do not; therefore, it should be analysed every period to check the overall level of customer satisfaction. This allows structures to improve from time to time. According to statistics, customers who are not satisfied with the service share their experience with about 10/15 people and this leads the facilities to lose potential customers and their word of mouth. It is clear, therefore, how important it is to leave a positive image in the mind of the customer to ensure a possible loyalty and potential new customers. 2. Procedure 2.1 Background to the research The topic we decided to address is related to the analysis of the quality of services provided by the hotel to stimulate customer satisfaction and loyalty. We decided to analyze the Hilton Hotel Corporation, which is one of the largest hotel chains in the world with 18 brands and more than 6,500 properties worldwide spread across 119 countries. We know that since the beginning of its history, Hilton hotels have always focused on meeting the needs of its customers. In fact, its founder, Conrad Hilton, was one of the first to invest in all those services, which at the time seemed innovative and at times exaggerated and which we would now consider basic for any hotel, such as: a thermostat to regulate the temperature, radio, television, mini bar, room service, hair dryer. All these services have been developed to be sure to satisfy and, in a certain sense, " cuddle" all their customers, even the most demanding such as businessmen. In fact, the entire Hilton strategy is based on the idea of being able to make the customer feel at home, through the creation of safe and comfortable environments. The Hilton chain declares on its website that hospitality is a key point of their offer, that's why we decided to analyze the quality of the services they provide and that make their customers satisfied and loyal, so much so that they are one of the leading companies in the industry. 2.2 Research Objectives 5. How well-equipped was your room? Extremely well-equipped - Quite well-equipped - Moderately well-equipped - Slightly well- equipped - Not at all well-equipped 6. How helpful was the concierge throughout your stay? Extremely helpful - Quite helpful- Moderately helpful - Slightly helpful - Not at all helpful 7. How professional were the hotel staff members? Extremely professional - Quite professional - Moderately professional - Slightly professional - Not at all professional 8. How likely is it that I recommend this facility to a friend or collegue? Extremely likely - Quite likely - Moderately likely - Slightly likely - Not at all likely 9. Do you have any other comments, questions, or suggestions? ________________________________________________ - Nothing to say 2.4 Research Design There are several techniques to administer a questionnaire to customers, this can be done by sending by mail, telephone call, direct interview, online questionnaire, or a combination of them. We know how every technique has its advantages and disadvantages. For example, online questionnaires have the advantage of being low-cost, easy to manage and the freedom of the customer to fill it out when he prefers expressing his thoughts without external conditioning. The main disadvantage could be, for example, the low response rate and the poor quality of the data as there is no possibility to ask for explanations in case of doubts. Face-to-face questionnaires, on the other hand, have the advantage of assistance from the investigator regarding doubts or questions, but also of creating a degree of empathy with the interviewee that could involve him more in completing the questionnaire. The disadvantage is that this degree of empathy can condition the respondent’s responses. For this reason, we decided to use a combination of both, taking advantage of the advantages. We thought of submitting the questionnaire to customers during checkout but via tablet. In this way the customer can feel free to answer, but in case of doubts or questions could contact the reception; moreover, as already mentioned, being an online questionnaire will be very quick to do in the meantime that the reception arranges and delivers personal documents or the related account. 2.5 Sampling Procedure We decided to use cluster sampling, a probability sampling technique in which researchers divide the population into multiple groups (clusters) for research. Cluster sampling is defined as a sampling method in which the researcher creates multiple groups of people from a population in which they are indicative of homogeneous characteristics and are equally likely to be part of the sample. We preferred to use this technique because it turns out to be the cheapest and most practical solution to analyze consumer satisfaction in hotels. It also requires less work, time, and cost. 2.6 Sampling analysis The sample analysed differs according to gender, age, nationality, and reason for stay. The total number of clients to whom the questionnaire was administered was about 150 persons per facility and aged between 20 and 50 years. The sampling lasted 30 days. For the sake of convenience, we will examine, in this project, the sample analysed for the "Hilton Warsaw City" hotel only. In the 20-30 age group, 56 people stayed at the hotel. In the 30-40 age group, 51 people stayed at the hotel. In the 40-50 age group, 43 people stayed in the hotel. Analysing the data collected, we noted that of the 150 people interviewed, 64 were travelling for work purposes, of whom 33 were men and 31 were women, while the remaining 86 people were travelling for leisure purposes, of whom 44 were men and 42 were women. Analysing the various nationalities of the sample we concluded that:  23 people were Italian, of whom 12 were men and 11 women. Of these, 4 men were travelling for business and 10 for pleasure, while 3 women were travelling for business and 6 for pleasure.  31 people were Americans, of whom 15 were men and 16 were women. Of these, 4 men were travelling for business and 11 for pleasure, while 6 women were travelling for business and 9 for pleasure.  38 people were Chinese of whom 17 were men and 21 women. Of these, 7 men and 7 women were travelling for business, while 10 men and 14 women were travelling for pleasure.  25 people were British of whom 13 were men and 12 women. Of them 8 were men travelling for business and 7 for pleasure, while 4 were women travelling for business and 6 for pleasure.  20 people were Arabs of whom 15 were men and 5 were women. Of these, 12 were men travelling for business and 3 for pleasure, while there were 2 women travelling for business and 3 for pleasure.  13 people were Australians, of whom 4 were men and 9 were women. Of these, 2 men were travelling for business and 3 for pleasure, while 4 women were travelling for pleasure and 4 for business. 2.7 Analysis results