Customer satisfaction refers to the term which is usually applied in the field of marketing. It assists management of the business to effective measure that how services and products supplied by the business meet the expectations of customers. The concept of customer satisfaction is associated with repeat purchase. It is because when a buyer get the product and services in accordance with his or her requirement then he is likely to do repeat purchase. The main focus of the dissertation is on factors which increase the level of satisfaction and its direct relevance with repeat purchase decision (Pizam and et. al., 2016). However, customer satisfaction tend to measure the attitude of customers whereas repeat purchase or loyalty of buyers indicate act of consumers who are making repeat purchase decision. This brand loyalty is derived from opinion and reviews about a particular project and service. In this manner, the success of an organization relies on customers and their action as well as attitude along with behavior. For this purpose, management of business has long term vision to gain customer attraction as well as their retention for its success its global level. These kind of practices are followed by effective plan of customer satisfaction and increasing their attention towards products and services offered by the business. Marketing activities remain at the top of such kind of plans whereby customers get attracted towards the services due to discount, uniqueness and different kind experience.
Rationale of the study
The role of customer satisfaction is higher for taking repeat purchase decision wherein business companies shed light on attracting users by implementing different kind of strategies. Further, ineffective implementation of marketing activities is the most typical factor impeding growth of the business. Now-a-days businesses operating in hospitality sector face issue related to low customer base because of lack of effective retention strategies for them. However, an organization cannot survive without loyal customers who are highly satisfied. Hence, low level of satisfaction among customers have several negative impact on hotel sector such as higher cost of operation, low profitability and poor image of the firm in the marketplace. Owing to this, current study will be conducted to assess the factors affecting customers satisfaction and its direct impact on repeat purchase. This would be effective to create competitive edge of the business and meet the expectations of all related parties. Furthermore, the issue related to low customer base and poor satisfaction level affect performance of the firm to great extent. Hence, the study will cover importance of customer satisfaction and how does it affect repeat purchase decision of the business.
Aim and objectives
The aim and objectives of current dissertation are formulated as follows-
To analyse the impact customer satisfaction on repeat purchase within hospitality industry-A case study of Marriott International Inc UK
- To understand the concept of customer satisfaction and repeat purchase
- To identify different factors affecting customer satisfaction at Marriott International Inc UK
- To determine the impact of customer satisfaction on customer repeat purchase in Marriott International Inc UK
- To recommend ways to increase customer loyalty through increasing the level of customer satisfaction
The research questions for the current study will be framed in the line of aim and objectives formulated. Basically research aim will serve as the basis for constructing the suitable research questions. These are explained as follows-
- What is the concept of customer satisfaction and repeat purchase?
- What are different factors affecting customer satisfaction at Marriott International Inc UK?
- What is the impact of customer satisfaction on customer repeat purchase in Marriott International Inc UK?
- What are the recommendation to increase customer loyalty through increasing the level of customer satisfaction?
BACKGROUND OF THE RESEARCH OGRNIZATION
The present dissertation is based on hospitality sector of UK which covers tour operator, travel agencies and tourist destination and hotels etc. However, specific hotel as Marriott International Inc UK has been selected to identify the impact of customer satisfaction on repeat purchase. The Marriott International is an American multinational diversified hospitality company which has broad portfolio of lodging related facilities an hotels in 110 countries. The wide range of food services and higher standard rooms of the hotel attract more buyers who lie in the upper class segment. It is because corporation charge the premium price for its high end services and unique experience for buyers. This company apply different strategies to increase the customer satisfaction by taking their reviews. However, provided suggestions of customers are helpful to bring modification in the existing services. Thus, firm applies appropriate strategies to maintain higher level of customer satisfaction and thus promote their repeat purchase decision.
The literature review sector of research proposal plays important role as scholar access varied sources of information n order to develop deep understanding and collect important information about the same. This section will be completed by focusing upon research aim and objectives so that accordingly valid outcome can be drawn.
Concept of customer satisfaction and repeat purchase
The concept of customer satisfaction is related to attitude, need and expectations of customers whereas customer loyalty assess the behavior of individual buyer towards particular product or service. According to Fornell, Morgeson and Hult (2016) customer satisfaction is an input the derive the outcome as repeat purchase decision. It is because when customer is highly associated from a business then he is likely to purchase product and service from the same only. Owing to this, focus is laid on applying varied strategies to raise the awareness of buyers towards the quality products offered by the firm. This proves to be effective for corporation to cater their need and support business effectively to meet its long as well as short term objectives. Furthermore, repeat purchase decision ensures that a particular buyers is highly satisfied and become the assets of the business. This proves to be effective for future certainty of an organization and enable management to frame appropriate strategies to develop new product in accordance with requirement of the customers.
Identifying different factors affecting customer satisfaction
According to Ali and et. al., (2016) customer satisfaction is affected by number of factors such as quality of services, price, special offers and uniqueness associated with firm. The modern dynamic corporate environment requirement focus of companies towards the specific requirement of businesses so that accordingly they can employ the best possible solution to grab the attention of buyers. At this juncture, firm need to shed light on requirement of customers and consider the same at the time of developing new product. Here, it is important to focus upon intention to switch from the customer perspective. Here, research and development department of business find the reason that why customers are switching to another brand. In this manner, potential ways to retain buyers can be identified so they can accordingly put grab attention of those buyers. However, the first parameter is related to service quality that whether the staff service is good, room provided in hotel are clean and neat. It can be critically evaluated that inappropriate staff service disappoint the customers to a great extent. It is very important to focus on their requirement and then provide them services accordingly. However, pricing and special services also matter fro specific buyers who are giving preference to costly holiday packages.
ŠeriÄ‡, MikuliÄ‡ and Gil-Saura (2016) asserted that customer satisfaction is derived with the help of aesthetic, durability, reliability and performance. However, customer satisfaction and service quality have positive relation so management of firm must focus on the same for extracting the valid outcome. This in turn firm can effective create competitive edge in the marketplace with the increased rate of return. Not only this but company can easily put efforts to meet the expectations of all related stakeholders.
Determining the impact of customer satisfaction on customer repeat purchase
According to Berezina and et. al., (2016) customer satisfaction is achieved with the help of repeat purchase decision of the buyers. Here, the major fact is associated with increasing the level of customer satisfaction in order to promote their repeat purchase decision. Lai, I.K.W. and Hitchcock (2017) further explained that in case service quality, product, promotion everything is good in accordance with preferences of buyers then it would be effective for them to enhance the brand loyalty of hotel among users. King and et. al., (2016) asserted that hotel sector frame the training program for increasing the expertise of personnel for raising their knowledge and competence. This proves to be effective to cater need of buyers and support all related parties to ensure well being of the business in the marketplace. Here, timely information to users, focused approach of business and appropriate marketing strategies are used by firm. Combination of all these aspect contribute towards successful operation of coronation along with their higher level of repeat purchase decision of consumer. Moreover, hotel sector also introduce schemes like club card system for offering discount to premium buyers and ensure their retention with the business for longer time span.
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Therefore, customer satisfaction increases the brand loyalty of buyers and make them able to take quick repeat purchase decision. At the same time, satisfaction among customer is the key to increase customer base as buyers recommend the same brand to their friends and other relatives. It can be critically evaluated that, low level of customer satisfaction become the reason behind lack of repeat purchase decision because intention to switch is promoted at that particular point of time. Hence, better service quality, appropriate pricing decision and other related factors make it possible to increase satisfaction level of buyers and thus promote the repeat purchase.
Research methodology section of the proposal covers the methods applied for collection of data and analysis of the same for drawing valid outcome. In the current study on analyzing the impact customer satisfaction on repeat purchase within hospitality industry, qualitative type of investigation will be used. This will be effective for in-depth analysis in accordance with collected information (Silverman, 2016). This supports research to present the findings effectively. Furthermore, interpretivism research philosophy will be applied to analyze the outcome in accordance with collected information and existing knowledge of researcher. The main reason behind incorporated such kind of philosophy that researcher can consider several facet of single truth. The main reason behind not implementing positivism philosophy is in-depth analysis by involving human aspect into the study.
The study will be based on descriptive research design as it dependence on human participation for accomplishing the aim and objectives. This research design describe the characteristics of population which is being studied. This makes it possible to present the outcome effectively and enable researcher to reach the aim (Thorne, 2016). Here, descriptive research design proves to be effective to select the data collection method according to research aim and objectives. Dissertation writing service at Assignment Desk.
Data collection method is considered as the significant part of research methodology which enable scholar to accomplish its purpose. The dissertation on analysis of impact customer satisfaction on repeat purchase within hospitality industry, both primary and secondary data will be collected. The process of primary data collection will be completed by using questionnaire method. This will be selected as it is considered relatively less costly and time saving approach. Hence, collection of both kind of data make it feasible to reach at the outcome effectively and also provide the fruitful suggestions (Holloway and Galvin, 2016).
Furthermore, probabilistic sampling methodology will be used under which all respondents are offered equal chance to get selected in the study. Here, simple random sampling will be used to select the participants and collect data from them. Apart from this, deductive research approach will be used in which scholar will at first start with theory or generalization of content. However, on the basis of collected data specification will be done in order to understand the impact of customer satisfaction on repeat purchase (Klenke, 2016).
Furthermore, qualitative technique of data analysis will be used under which thematic is considered as the most appropriate. Here, collected information will be presented in the tabular form and graphical presentation. It aids to meet the research objectives effectively and present the outcome in an effectual manner.
Ali, F. and et. al., 2016. Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management.
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- Fornell, C., Morgeson III, F.V. and Hult, G.T.M., 2016. Stock returns on customer satisfaction do beat the market: gauging the effect of a marketing intangible. Journal of Marketing. 80(5). pp.92-107.
- Holloway, I. and Galvin, K., 2016. Qualitative research in nursing and healthcare. John Wiley & Sons.