The paper "Customer Satisfaction Evaluation: Hilton Hotels" is a good example of a marketing case study. The research develops a market survey evaluating the levels of service satisfaction by Hilton Hotels' consumers. In this regard, the research focuses on establishing their perception of the quality and nature of research adopted in the market. The global restaurants and accommodation market is increasingly growing competitive. The study by Thomassen (2007, p. 794) evidenced on these facts. The study established that the industry has in the recent past experienced increased competition due to high profits generation and the free market entry and exit regulations adoption.
As such, the Hilton Hotels management establishes that in order to develop appropriate management service provision strategies, an evaluation of the consumers’ perception and feelings is imperative. Brunner and Siegrist (2011, p. 356) argued that consumer-oriented production is a new strategic approach through which organizations in the global market obtain increased market success rates in the industry. In this regard, the consumer satisfaction research survey aims at establishing a range of specific objectives namely Employee overall satisfaction level Employee comparison of the hotel's services quality with their competitors Employee services received quality ratings Potential recommendations and improvements offered in service delivery Based on the overall satisfaction evaluation and the subsequent specific objectives outlined above, the satisfaction survey intends to deliver on quality information for the organizational executive management decision making process. 2.0 Required Information and Use Information acquired based on the research objectives will enable the organization to deliver on a number of key issues.
Harrison and Shaw (2004, p. 397) argued on the merits of conducting organizational market evaluation surveys. The authors argued that such surveys result in a range of deliverables that improve overall organizational performance and status.
Similarly, the Hilton Hotels consumer satisfaction survey has a range of deliverables for the organization. 2.1 Branding and Market Positioning Organizational branding is the process through which corporations and enterprises in the market portray themselves to the consumer base. In a study to evaluate the role and merits of branding, Chang (2009, p. 79) established that organizations in the industry benefit from branding as it creates an overall reputation and consumer perception. In this regard, the study concluded that branding could be applied as an organizational marketing approach, through which such organizations would either brand as entire organizations or with respect to their specific brands.
On the other hand, organizational positioning implies the perception that organizations create in comparison to their competitors. Under this approach, organizations tend to draw and establish their uniqueness by positioning themselves differently from competitors to reduce market niche competition as well as increase their overall competitiveness. Abdul (2002, p. 267) argued that organizations can position themselves through approaches such as low costing and high-quality products among others. In this light, Hilton Hotels' management will benefit from the proposed research through its branding and market positioning role.
As outlined under the specific objectives, one of the key research objectives is the evaluation of the organizational service delivery in comparison to its competitors. Through this objective, the organization will establish its positioning as perceived by the consumers. As such, it will determine if the perceived positioning represents the desired market position. In this regard, the obtained information will serve as an organizational branding and positioning basis. On one hand, if the obtained information establishes that the brand has a high reputation and positioned as per the organizational market targets, the management will develop strategies to retain the market status quo.
On the contrary, if the brand image is lower than expected and positioned against the organizational goal, the management will initiate corrective strategy measures to counter these market developments in the long run. As already argued, these measures will serve in increasing the overall organizational competitiveness.
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