The Proposed Project Title (5).docx - Research Proposal 1 THE EFFECT OF SERVICE QUALITY BRAND IMAGE AND CUSTOMER EXPERIENCE IN ACHIEVING CUSTOMER

The Proposed Project Title (5).docx - Research Proposal 1...

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Research Proposal 1 THE EFFECT OF SERVICE QUALITY, BRAND IMAGE AND CUSTOMER EXPERIENCE IN ACHIEVING CUSTOMER SATISFACTION OF NOVOTEL COVENTRY HOTEL, UNITED KINGDOM Name: Professor: Institution: Course: Date:
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Research Proposal 2 The Background Doing a hotel business in the 21 st century has indeed become hard business to venture in because of the aggressive competition not only in the UK but also in the globally range. Today, the secret behind the success of any organization is heavily dependent on how well it treats and satisfies its customers. As a matter of fact, customer satisfaction is a long-term competitive advantage[ CITATION Rah12 \l 1033 ]. Fortunately, NCH can compete effectively through the delivery of high levels of customer satisfaction, which is possible through improvement in service quality, the brand image and have a good customer experience. Moreover, a satisfied customer is easily translated into a repeat business, which will boost NCH performance levels. Thus, NCH needs to have a strong brand image, a better customer experience, and quality service in order to survive in a competitive 21 st century and to boost performance. According to Opatha Malki, a brand image can be defined as consumer's sentiments and thought regarding the brand[ CITATION Mal15 \l 1033 ]. Having a brand website gives Novotel Coventry Hotel the ability to create its unique personality, which helps to boost brand image. It gives the firm the flexibility to create a better and greater amount of information, which will help the hotel to set itself apart from the competition. Moreover, the hotel online presence is boosted through search engine optimization, as the hotel has control over what is being created online[ CITATION Edw16 \l 1033 ]. NCH service quality should be high compared to the competitors and the customers should always feel that they are getting more value for their money. That is, the services should be economically viable, provide more value compared to competitors and satisfy customer needs. Lastly, the customer experience ensures good interaction between the customers and the firm (NCH).
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  • Summer '17
  • asige
  • Qualitative Research

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