ipl-logo

Shangri La Hotel Case Study

1022 Words5 Pages

CHAPTER 1: INTRODUCTION
This chapter was going to focus on the background of the hotel industry, Shangri-La Hotel overview in Singapore, purpose of the study, research objectives, structure of dissertation and research scope.
1.1 Background of the hotel industry

1.2 Shangri-La hotel overview in Singapore
Shangri-La Hotel Singapore has been in the top 20-luxury hotel in Singapore. In 2012, Shangri-La Singapore has been the second top hotel in Singapore and currently they are fifth top hotel in Singapore. Most Shangri-La guest have given positives reviews and rated the hotel excellent. (TripAdvisor, 2014)

1.3 Purpose of the study
For hotel, growing brand equity is a key objective achieved through gaining more favorable relationships and feelings …show more content…

The objectives of this study were:
1. Explore the number of customer satisfaction by finding out whether customer expectation meets the service quality and satisfied by all service provided by Shangri-La hotel Singapore.
2. Identify number of times that respondents have stayed in Shangri-La Hotel Singapore
3. Examine customer loyalty by trust with customer expectation on staff and service provided.
4. Examine customer loyalty based on word of mouth with customer response on will they say positive thing, speak well of Shangri-La brand, recommend to other people and encourage friends or relatives to visit Shangri-La Hotel Singapore.
5. Examine customer loyalty based on customer complain with customer response on whether or not hotel guest will switch to other hotel, complain to other customer and write a complain letter to the hotel if experiencing problem with hotel service.
6. Examine brand equity based on brand awareness with customer response on brand familiarity.
7. Examine brand equity based on perceived quality with customer response on how they find Shangri-La Hotel Singapore to be comfortable and staff is very …show more content…

Examine brand equity based on brand loyalty with customer response on whether or not the respondents will come back to stay with Shangri-La Hotel again.

1.5 Research Scope
The researcher defined the scope of research to be clear that the researcher was focusing on identifying relationship between brand equity, customer satisfaction, and customer loyalty. Due to limited time, in this research respondents of Shangri-La Hotel was investigated from the chosen one hundred survey that have stayed in Shangri-La Hotel before which is legitimate over one hundred and twenty survey that were sent out using social media. Furthermore, the respondents in this research came from Singapore, Indonesia, Vietnam, Chinese and other country that have stayed in Shangri-La Hotel for the past 1 year.
Shangri-La Hotel has been well known for the brand image of five star hotel with a good service quality and also known as luxurious hotel in all over the world. In this study, Shangri-La Hotel has been chosen to identify customer satisfaction, customer loyalty that the hotel itself has high brand equity.

1.6 Structure of dissertation
This dissertation contained five

Show More
Related

  • Shangri-La Suite: The Year Of Spectacular Men

    262 Words  | 2 Pages

    Canadian born Avan Jogia, 23 years of age, has three movies coming out soon. Two films are in post-production and the other movie is still filming. “Shangri-La Suite” is in the post-production stage right now. It is about two lovers who try to kill the Elvis in 1974. Written by Eddie O'Keefe and Chris Hutton, and directed by Eddie O'Keefe; the film stars Emily Browning, Ashley Greene, and Ron Livingston.

    Read More

  • Qlt1 Task 5

    337 Words  | 2 Pages

    Task 5 Customer satisfaction Customer satisfaction is an indication whether the expectations of a customer has been met. Customer satisfaction is an abstract concept where that involves factors like the products quality and quality of service and the locations atmosphere where the products are being purchased, and whether the prices are suitable for the products or service. Businesses uses customer satisfaction survey to find out whether the customers are satisfied with the services and the products of the company. It’s a leading indicator of consumer repurchase intentions and loyalty

    Read More

  • Business Case Study: MGM Resorts International

    969 Words  | 4 Pages

    Introduction In today’s hospitality competition reached critical levels, as more and more successful organizations appear, each offering a more unique and innovative service for its customers. Therefore hospitality companies are on a constant struggle and focus on improving the existing service, or even developing new services that could better appeal to their targeted customers. One of the prosperous companies that controls a large share of exquisite properties is MGM Resorts International. In any resort or company, managers should be aware of their strengths; weaknesses, threats and opportunities in order to became better each year.

    Read More

  • Chanel Brand Equity

    2335 Words  | 10 Pages

    Abstract The purpose of this capstone project is to illustrate ‘Chanel Brand Equity of Virtual Brand Community in Thailand’. The objectives were to demonstrate: (1) Chanel brand associations that create brand image and engagement of virtual brand community in Thailand (2) Factors that result in Chanel brand equity amongst Chanel virtual community members and non-members in Thailand. (3) Different levels of brand equity that occurs between members and non-members of Chanel virtual community in Thailand. (4)

    Read More

  • Evolution Of Celebrity Endorsements

    731 Words  | 3 Pages

    Research carried out by Keller & Aaker in 1992 suggests that a brand with better positive brand image and attitudes is more likely to achieve heightened development within their

    Read More

  • Intercontinental Hotel Strategic Analysis

    1603 Words  | 7 Pages

    There are different strategies that must be considered by the organisations operating in hospitality industry. The contributions made by the firm donate towards the performance and achievement of the company. The purpose of this paper is to analyse the strategies of the hotel, which serves as the basis of success. This paper is divided into five different tasks each of which is focusing on various aspects of the hotels performance. The organisation that is selected in order to answer the tasks is InterContinental Hotel Group.

    Read More

  • Hilton Hotel Case Study Summary

    1038 Words  | 5 Pages

    The aim of this case study is to investigate the applicability and functionality of organizational theories in Hilton Hotels Corporations. The first part of this case study is concerned about the compatibility between Hilton Hotels mission with its activity and purpose. Also, another aspect of this paper is to present the suitability of organizational theories referring to Human Resources Theory, System and Contingency Theory. In order to uphold this report, I will conduct a SWOT Analysis of Hilton Hotel Business. The last part of this paper presents a critically important aspect of a successful business in regards to the Hilton Hotels CSR programs and initiatives.

    Read More

  • Hotel Asia Symolism

    525 Words  | 3 Pages

    Hotel California When growing up we all have dreams. Some dream of love, money, and success. It is never that easy. The "American dream" can be something hard to reach. I remember growing up always wanting to go to Hollywood and when I finally did I saw the dirt, trash, and people with crushed dreams.

    Read More

  • Value Proposition In Marketing

    1710 Words  | 7 Pages

    In addition companies need to deliver their products while keeping cost effectiveness in consideration. If they understand the perceived benefits of their target audience and are able to engage with them on a personal level, they can attain customer satisfaction and ultimately can have increased sales. In conclusion, conveying Unique Value proposition clearly to the customers could be a complete win/win for any business. Brand equity Formal Definition: The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

    Read More

  • Consumer Behavior: Attitudinal Loyalty And Satisfaction

    811 Words  | 4 Pages

    From this point of view, loyal behavior cannot provide a comprehensive conception of fundamental cause of loyalty. In addition, repetition occurs may be due to different restrictions resulted from the market. Therefore, the loyalty of this type of customer differs from the loyalty of those customers who really support a product and they do have psychological bond with a product and company. So, customer’s brand loyalty was considered as an attitudinal

    Read More

  • Rosewood Hotels Case Study

    1037 Words  | 5 Pages

    The first possibility to boost Rosewood's customer multi property visits was to set up a frequent-stay program. But this was rejected by the management as it was found that such programs had only proved successful for large multiple-segment operators with broad geographic distribution, where guests could easily redeem their rewards. The other possibility of fostering guests’ connection with Rosewood properties was to adopt a corporate branding approach, which the company believed would encourage multi property guest stays while promoting the Rosewood brand. Advantages of Corporate Branding: • Increasing brand awareness among

    Read More

  • Relationship Between Hospitality And Tourism Industry

    1572 Words  | 7 Pages

    Nowadays hospitality and tourism industry is one of the main industry in this world. A lot of people need a place to escape from their routines or even just to stay overnight as they having a business trip to other places. We call these people as customer or guest. Human mobility from one place to another , both in the country and from and abroad is very high. Human mobility is not only related to business activities but also recretional activities.

    Read More

  • Intercontinental Hotel Group Case Study

    1617 Words  | 7 Pages

    InterContinental Hotel Group (IHG) is among the largest hotel of the world and comprises of hotel seven hotel brands. Such as Holiday Inn, InterContinental, Hotel Indigo, Candlewood, Crowne Plaza, Staybridge Suites, and Holiday Inn Express. IHG also has to face the problem of credit crunch due to which their performance and growth has been impacted adversely. This hotel enjoys strong presence in the era of economic uncertainty such as credit crunch and fears of recession because of its famous brand Holiday Inn. However, in these years of crisis the share of the group dropped by about 50% because of presence of credit crunch.

    Read More

  • Literature Review Of Customer Satisfaction In Restaurant Industry

    1284 Words  | 6 Pages

    1. Student details: 1.1 Name: Vaghela Deepikaben Maganbhai 1.2 Student ID:1525258 2. The programme of research 2.1 Title: To evaluate customer satisfaction in restaurant industry in India. 2.2 Research Objectives: • To explore the relationship exist among these factors, employee performance, food quality, price, physical environment and customer satisfaction with the help of literature review.

    Read More

  • Case Study Of Shangri La Hotel

    1616 Words  | 7 Pages

    Shangri-La has their hotels and resorts across the world for example North America, Europe, Middle East and Asia. Shangri-La hotel also soon will expand to Philippines, Maldives, India and Thailand as well. Shangri-La hotel has high speed of international growth because their hotel is expanding their operation to different countries and increases their international existence. By expanding their business to various countries, those countries not only for tourists’ destination but also provide suitable accommodation to businesses with attractive environment. The motivations of Shangri-La hotel to internalization their business because it is lower cost doing their business in different countries and can generate high revenue in those areas (Study Moose 2016).

    Read More

More about Shangri La Hotel Case Study

Open Document