MODULAR PROGRAMME ASSIGNMENT

(INDIVITUAL ASSIGNMENT)

STUDENT NAME: ABDIRAHMAN ABDITAWAB MOHAMED

STUDENT ID: O363039

PROGRAMME: MASTER OF BUSINESS ADMINISTRATION (MBA)

NAME OF THE MODULE: DELIVERY VALUE TO CUSTOMERS

NAME OF THE LECTURER: DR. FILZAH MD ISA

Module code:
M K T 7 0 1 0 4

Assignment title: Relationship Between Customers Value and Customers satisfaction in the retail Industry

Due date & time: 13 MARCH 2024, 11:00 PM (GMT+8)

 CONTENTS
Introduction ................................................................................................................................................. 2
Customer Value within the hospitality industry. ..................................................................................... 2
Customer Satisfaction ................................................................................................................................. 2
CPU Issue With Customer Value and Customer Satisfaction ................................................................ 3
Factors Surrounding Function of Customer Value and Customer Satisfaction ................................... 4
Strategy to bring value to the customer and higher level of satisfaction. .............................................. 4
Conclusion ................................................................................................................................................... 5
References .................................................................................................................................................... 6

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Introduction
In the hostile market environment of hospitality industry benefits and satisfaction of the customer
are the official factors for business success. Value to customers associated with the perceived
utility and cost of benefits (i.e., how much customers feel that they gain from a product or service
versus how much they pay for it), whereas customer satisfaction is all about the extent to which
customer expectations were met or exceeded The present paper will try to show how customer
value and customer satisfaction are connected through hospitality industry elements and the ways,
some of them, how those elements can be applied to the businesses in the field of hospitality to
improve experiences of customers.

Customer Value within the hospitality industry.

The hospitality sector can be categorized customer value as a rather a complex phenomenon which
is not limited but full of tangible and intangible factors. Tangibles are those that can be seen and
touched; so they actually mean aspects like quality of accommodation, food and facilities (El-
Adly, 2019). For example, a millinarily-priced resort might have spacious rooms, posh interiors,
gourmet catering, and co-modo facilities. As these material factors affect the customer’s
experience and impression, they altogether contribute to quality of the total product which is the
hotel by delivering comfort, convenience and pleasure to the customer during their stay.

While miscellaneous factors are tangible and can be evaluated objectively, the psychological
aspects of the customer's experience with the service is considered intangible and subjective. Such
services cover all the areas of customer service including the hotel's brand reputation, and the guest
experience of the hotel. The service provided to customers by the hotel workers, the attention and
ambiance that the latter creates, play a key function of how much the customers appreciate about
them (Gallarza, 2019). A hotel that has built up excellent reputation as providing exceptional
customer service is bound to draw and to maintain customer-oriented individuals who love
customized attention and attention to detail.

Customer Satisfaction
Customer satisfaction acts as the most important contributing factor to business operations in the
hospitality sector. The latter is an amalgamation of different factors that define and shape the
quality of experience of a guest. Accommodating such concerns and knowing what to do in the
event of unforeseen circumstances is an important aspect of hotel and resort management. This

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ultimately guarantees a plethora of repeat business and positive verbal communication (Javed,
2017).

To be precise, the main that defines the level of satisfaction in the hospitality business is the level
of the quality of the service. Guests expect quick, courteous, and flute responses from the moment
they are seen at the check-in to when they are checking out the hotel and its amenities. Such staff
who are friendly to guests, pay heed to their nuances and provide extra care to provide comfort
and to make them feel special have a huge role to play in the perception of guests (Kandampully,
2000).

Yet another main aspect that impacts customer satisfaction is the sanitation factor. Tourists tend
to require rooms and common places to be spotless and up kept as the latter should be cleaned and
renovated to serve guests as well. A hotel without cleanliness can create unfavorable judgments
among guests that will decide their feeling to the whole hotel (Raza, 2012). The level this will
affect the satisfaction of the guest is very high.

Providing guests with what feels like home is a necessity to them. To successfully operate hotels
and resorts; they should have commodious rooms with necessary amenities that talk to guests'
needs and wants. Well-appointed beds, fine textiles, and beautifully furnished spaces are able to
improve guests' overall vacation experience and levels of satisfaction.

CPU Issue With Customer Value and Customer Satisfaction

In hospitality, customer value and customer satisfaction should be taken on as a perceptive pursuit,
which can be the key to a hotel’s or resort’s prosperity. Consumer value is dependent on customer
view of the benefits they gain in relationship to the cost. Consumer satisfaction is in the proportion
of expectation that they are satisfied with or beyond. Research demonstrates that there is a well-
established correlation between customer’s perceived value and their satisfaction. It is evident that
the customers who feel high value towards a product or service have a higher chance to be happy
with the experienced service or enjoyment that this value brings to them (Weng, 2012).

The most important factor which determines value of a customer in the hospitality industry is
quality of service they receive. Customers may want to be fast, friendly, and helpful through a
hotel´s entire stay, and companies that provide this type of service are more likely to be of value
to their customers than those that do not. One example is a hotel that offers personalized services

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and actually goes beyond the call of duty to help customers get what they want from the service.
This hotel is then likely to be seen as cost-effective by the customers because the value received
is more than the cost paid (Weng, 2012).

One more factor that makes a massive impact on customer value and feeling of satisfaction is the
quality of the amenities, which in turn is considered as one of the important factors in guaranteeing
a great experience to the customers. Hotel customers, nowadays, want to find a specific range of
comforts, updated facilities, and a portfolio of services that will enhance their stay (Wu, 2009).
Particularly those hotels that invest a considerable amount in their suite of amenities and are
renowned for their facilities tend to attract customers that are spending justifiably for their
satisfaction.

Factors Surrounding Function of Customer Value and Customer Satisfaction

With regards to hospitality industry, numerous determinants contribute to the formation of
customer value and customer satisfaction which, at the end of the day, cloud the identity of a
guest's overall stay experience. In addition to these factors, hotels and resorts have to also
understand them and deal with them. These factors are important for hotels and resorts, so they
can be able to get customers and to prevent them from leaving.

Strategy to bring value to the customer and higher level of satisfaction.

Value enrichment as well as congeniality with the customers is a vital tool in the hospitality
business to be in pace with competitors and to garner the customers’ loyalty. To achieve this,
businesses can implement several key strategies:

Personalized experiences: Hospitality organizations can promote customized experiences and

create additional benefits to clients through personalization for their own liking. This can be
achieved, for instance, by staff offering a personalized welcome and room arrangement,
emphasizing areas of particular interest, or making suggestions for dining/sightseeing in the area
(Wu, 2009). Touch is one of the most powerful ways to encode a personalized service in the minds
of the guests to make them praise and keep coming again.

High-quality products and services: Customer Satisfaction Improvement Can be Achieved by

Offering Products with High Quality and Service Levels. Such factors as the comfortable
atmosphere, the cleanliness of the facilities as well as the top-quality service are the key ingredients

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of the success we want to achieve. Investing in quality, such as good service, sparks loyal guests
and can create lasting relationships.

Strong brand reputation: Having an established brand respect is a condition for maintaining
brand value and consumer satisfaction. A strong brand image could be a base for generating this
kind of trust among customers and pulling in of new clients.

Continuous feedback: In this regard, knowing customers desires that make for improving the
quality of services and increasing customer satisfaction is of great need. Hospitality industry can
have guest satisfaction record by conducting surveys, reviews as well as it can establish a direct
contact with guests.

Training and development: Investing in the trained and development of the staff can facilitate
achievement of customer preferences and expedite the client’s satisfaction. Skilled employees will
be able to effectively deliver great customer services and are likely to build a memorable brand by
giving guests the best hospitality experience possible.

Innovation and technology: Adopting innovations and technologies can enrich the interaction
with customers, therefore, value its importance and satisfaction.

Sustainability initiatives: Sustaining ably programs to create greater customer value for the
travelers concerned as well as for environment improvements. Sustainability stands right there
within the reach of every hospitality business through conservative use of energy, minimizing
waste production as well as support for the neighborhood.

Conclusion
In a conclusion, an important part of a hospitality strategy is definitely meeting the needs of
customers and their secure satisfaction. Through realizing the correlation between these two
components and applying methods to strengthen them, the businesses in the tourism sector can
improve the visiting experiences, bringing in repeat visitors, and ultimately, reach the objectives.

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References
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innovation, customer value and customer satisfaction: An empirical study of the hotel industry in
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El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, pp.322-332.

Javed, F. and Cheema, S., 2017. Customer satisfaction and customer perceived value and its impact
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