Customer Experience Assignment: A Case Study of Eko Atlantic Hotel

Question

Task: Write a detailed customer experience assignment presenting a dissertation on the topic “The Impact of Hotel Design on Customer Experience: “A Case Study of Eko Atlantic Hotel”.

Answer

Acknowledgement
For the successful conduct of this entire research on customer experience assignment, I would heart fully thank my teacher and professors who have given me the opportunity to work on this project and accomplish it with all the necessary information and data required and providing me with the adequate time limit to research and analyze the information and data appropriate for the topic. I also want to thank my peers and colleagues who have helped me to conduct this project well and have reviewed my work so that I was able to change or make corrections as needed. Furthermore, I want to thank my parents who have motivated and encouraged every way possible for doing and accomplishing this project adequately and within time limit.

Abstract
The present study focuses upon the topic regarding the impact of hotel design on the customer experience; Case study of Eko Atlantic Hotels and thus, the study provides the importance of hotel design that helps in attracting the customers and increasing their level of satisfaction as well as their experience with the brand. The study provides the introduction to the topic with serving the background information along with the organizational overview. The objective research questions, rationale as well as the significance of the study is also determined within the study. The review of literature based on the research question and objective has been conducted that provides the adequate information regarding the research topic. The chapter on research methodology describes the methods and procedure under which the research has been conducted successfully like the research philosophy, approach, design, sampling technique, data collection as well as data analysis methods. The data analysis and findings are based on the qualitative and quantitative data and its analysis through graphical representation as well as table and charts. Lastly, discussion and conclusion has been provided along with linking with the objective, limitation of the study, recommendation as well as future scope of the research. The research led to the conclusion that the design of the hotel significantly influences the customer experience and thus, all hotels, willing to perform well in the market, need to pay heed to the hotel design, along with other aspects like service quality and behavior of staff.

Chapter 1: Introduction
1.0 Introduction to the chapter
It is considered as the first chapter of the overall thesis that is essential for drawing the reader's interest, with a strong and precise beginning. As stated by Alnawas and Hemsley-Brown (2019, p. 850), the chapter helps in setting the stage of the research with a clear purpose, focus as well as direction. Thus, the present introduction chapter contains a clear statement regarding the research topic that is "The impact of Hotel Design on the Customer Experience: A Case Study of Eko Atlantic Hotel” including the research objectives and aims related to the research question. It also introduces and briefly reviews the literature on the given topic by explaining with a theoretical framework.

1.1 Background of the study
The present study sheds light on the topic regarding the impact of the hotel design upon the customer experience that mainly concentrated upon the Eko Atlantic Hotels According to Chen et al., (2016, p. 71), the interior and exterior design, as well as the architecture of a hotel, is significant for the guest that leads to the increase of the experience and satisfaction by staying within the property. As explained by Aqaba (2017, p. 8), many of the hoteliers regard the design of their hotel as one wary expense but if it is conducted effectively, this expensive refurbishment could repay in dividends. The interior and exterior design of the hotel acts as the benchmark for the stages of services comfort and quality that the hotel needs to serve to them and hence, the good quality design and architecture of the hotels are important and anything else they want within. The effective interior and exterior design of the hotel needs to find the balance among the operational functionality that includes the ease of utilization, safety and economic requirement whereas the physical environmental elements include the furniture, equipment, fixtures, arts, plants and much more. Thus, as evidenced by Carmona (2019, p. 50), all of these help in creating the ambience that is required by the guest visiting the brand. Therefore, through understanding as well as meeting the needs of these two specific approaches, the interior and exterior designing of the hotels will be based upon the firm as well as long term functional and operational footing.

Moreover, the premium level hotel brands like Eko Atlantic Hotels need to modify both the interior and exterior designs as well as appearance that help in grabbing the customer’s attention and persuade them to stay within the property for a longer time or visiting them often. The customer staying for a long time or visiting often could experience the quality of food and accommodation that this organization offers to them and thus, for achieving so, the brand needs to refurbish the designing and architecture of the property which helps to gain more and more customers and increase their satisfaction. Therefore, as expressed by Chen et al., (2016, p. 70), within the hospitality industry, comprehensive planning becomes crucial regarding any of the design proposals and it needs to be based on the operational knowledge of the hotel as well as perfect cost data. Through this control on the concept, wide-ranging perspective as well as detailed design direction, there can be the identification of relationships among the environmental and pragmatic factors that helps in creating an integrated and balanced environment within the hotel premises. Before this, to meet the comfortable atmosphere and operation function aspiration that is vital for successfully running the hotel, the selection of furniture, materials, and fixtures in the guest rooms as well as public spaces is significant as well. Moreover, the lighting, textures and colors used in the interiors are all the critical factors which could affect the presentation of the areas as well as creating the desired design for the hotel that attracts and please the customer visiting it.

As mentioned by Kirimaet al., (2017, p. 285), with the emergences of proliferation and significance of branding along with the stronger focus on the market segmentation, the hotel design has become the crucial factors within the differentiation of one hotel from the other in location regarding the high concentration that consists of a wide range of different products that consumer must find to be confusing. Thus, by the combination of understanding the target market of the clients along with intimate knowledge regarding the fundamental laws of hotel-keeping, the contribution of the designer upon the failure or success of the hotel could be pivotal. Hence, the significance of individuality could make up the big difference to the hotel's profit margin as the clients of the Eko Atlantic Hotels are searching for something special that makes it more appealing to them and its vital for them to show that they are unique and special, who are not following the crowd but dare to be different in every aspect. As suggested by Lee (2020, p. 102523), holding the design of the interior and exterior of the hotel along with food and other services creates the taste and look that could be remembered for a long time as the effective differentiation regarding the hospitality product less within the heart of the business case regarding the interior design of the particular hotel. Furthermore, there is a clear financial advantage for the hoteliers of Eko Atlantic if they implement the effective interior and exterior design as this enormous investment will help in creating the environment in which both the staff and the customers will feel comfortable. However, the successful hotel design will have to be factors within the conception durability for increasing the overall longevity as well as preventing the needs for the upcoming big refurbishment and renovation every year (Nanuet al., 2020, p. 102530).

1.2 Overview of the organization
The Eko Atlantic hotel falls under the hotel chain of Eko Hotel and Suites that is referred to as the five-star conference hotel centres in Lagos. The enterprise was established in 1977 as Eko Holiday Inn and was built on Victoria Island being the largest hotel and resorts chain in Nigeria. The design of the hotel was done by Nigerian architect OluwoleOlumuyiwa in collaboration with the Americans. The design of the hotel building consists of 825 rooms and suites within the four-level multistorey building. The building is clad in white with the views of the Atlantic Ocean as well as the Kuramo Lagoon. Moreover, the building is situated next to the financial centres of Lagos Island that is in Victoria Island. The hotel also comprises a sister concern in Port Harcourt, which is named as Hotel Presidential. As evidenced by Nobar and Rostamzadeh (2018, p. 425), the Eko Hotel and Suites comprises the largest convention centre within Nigeria and the events that took place at the area includes several concerts, international exhibitions, ceremonies and weddings along with movie premiers and Award functions. Thus, the convention centre is mainly utilized for all such events, which can cater to more than 6000 individuals. Furthermore, the hotel also consists of eight restaurants within their premises that serve some of the delicious and popular cuisines across the world with possessing a certain world-class high rated chef and restaurant management group. All in all, the Eko Atlantic Hotels serve their customer to their best and could also provide them with a comfortable stay and high-level experience through certain modification within their hotel design

Figure 1: Eko Atlantic Hotel in Lagos, Nigeria
Source: (Ekohotels.com. 2020)

1.3 Aim and objectives of the research
Research aim
The overall aim of the research is to investigate how the hotel design significantly impacts the customer experience using the case study of Eko Atlantic Hotel of Nigeria.

Research objectives
To critically analyse the literature related to the contemporary design of hotels and the magnitude to which this can lead to a competitive advantage for the hotel.
To critically recognise the key elements required for the customer experience of the hotel in specific around the contemporary design.
To evaluate and present the impact of the contemporary hotel design upon the customer experience.
To determine and conclude the impact of contemporary hospitality design and if it impacts the experience of the hotel's customers and whether further improvements are feasible.

1.4 Research Questions
How is the literature related to the contemporary design of the hotel as well as the magnitude to which it can lead to the competitive benefits of the hotel
What are the key elements that are required for hotels' customer experience in specific to contemporary design
What are the present impact of the contemporary hotel designs on the experience and satisfaction of the customer
What are the impacts of contemporary hospitality design as well as on customer experience and if further enhancement is feasible

1.5 Rationale of the research
The present study focuses upon the topic of the impact of Hotel Design on the customer experience regarding the case study of Eko Atlantic Hotel and thus, the issue of the research is regarding the needs of modification within the exterior and interior design of the hotel which helps in attracting the customer and increasing their satisfaction level. As opined by Patterson et al., (2017, p. 355), when working within the hospitality industry, each and everything requires impeccability starting from the staff towards the treatment of the customers and to the actual services provided along with the accommodation of food and hence, it needs to be beyond the reproach. Thus, this includes the atmosphere that is created in part by the design of interiors and exteriors and the running of the hotel is mainly dependent upon its interior design as it helps in serving as the visual backdrop for the customer accommodating as well as dining experience along with the exquisite satisfaction for other amenities provided by the hotel. Thus, the design of an establishment indicates a lot about its going on as well as serve as the type of signalling on the kinds of customers that the place aims at attracting.

The hotel design and refurbishment is a vital issue as the lack of this component can cause a severe loss to the organization as the customer may get disappointed regarding the same old structure and interiors of the hotel (Sedaratiet al., 2019, p. 270). The Eko Atlantic hotel was one of a kind and was rated as the five-star hotel in Nigeria but there was still something missing in the property. The hotel consists of 825 rooms which had a different layout from one another and some had a real small space which needed to be increased. The hotel was even filled with torrid and old-designed furnishing and assets as well as the lighting and colours, which needed a change along with disjointed arrival. Thus, there needs an immediate refurbishment of the hotel design regarding increasing the size of the guest rooms, the assets needed to change with something hip and new, the arrivals need to change with something grand so that the hotel will be able to attract the customer. As expressed by Spoerr(2020, p. 15), all such things even help in retaining the customer along with providing them with certain special offerings and exquisite accommodation so that they will remember the brand for a longer time and would like to visit whenever they think of having a vacation or any business trip in Nigeria and thus, the brand image of the hotel will be enhanced within the international hospitality market.

1.6 Significance of the research
The present research holds the importance and impact of the hotel design upon the customer experience with taking the case study of Eko Atlantic Hotel and thus, the research serves the audience with the information regarding importance and need of hotel design within a hotel that would help in attracting and retaining the customers. The research provides the concept of the hotel design that involves the drafting and planning along with designing and development of the interior and exterior architecture of the hotel. The designing of the hotel is significant for the organization as the investor and partners appreciate that for maintaining the standard of the hotel they are likely to transform the furniture, equipment, software and fixtures in most of the bedroom as well as public areas on an average of three to five years. However, the research would ensure successful hotels like Eko Atlantic Hotel generally avoid the pitfalls of lack of hotel design, through careful planning, comprehensive research of the market, detailed feasibility along with a controlled realistic program for meeting the investment as well as operational objectives. As stated by Zemkeet al., (2017, p. 345), a lot of time the way the place looks is the most important and only thing which the customer observes and thus, based on the first impression the opinions are created which can work for and against the hotel. Thus, this makes the study important as it mentions the significance of the architecture along with the interior design that needs to be attractive so that the potential will be intrigued to see that their desires and needs are getting fulfilled. Therefore, from this research, the audience will be able to understand the significance of the hotel design and its appearance that helps in grabbing the attention of the customers along with persuading them for staying in the hotel for a longer period which may also assist them to experiences the exquisite accommodation and perfect food that the establishment offers, which may then increases their satisfaction level along with their experiences with the brand.

1.7 Structure of the dissertation
The dissertation at first begins with the Introduction chapter that consists of the background of the research, overview of the organization, aims, objective and research along with the rationale and significance of the research. Secondly, it proceeds with the Literature review chapter that surveys the scholarly articles, books, journals, conference proceedings as well as the other resources that are relevant to the particular issues and research area. It comprises the theory as well as provides the context for the dissertation by identifying the past research and mainly it focuses on the research question with precisely achieving the aim and objective of the research. Thirdly, the dissertation consists of Research Methodology chapter, which is considered to be the key part of the dissertation as it describes the broad philosophical underpinning to the chosen methods of the research that includes the qualitative or quantitative methods or else the mixture of both with giving justification to the design, approach, philosophy, sample size as well as ethical consideration. However, the fourth chapter is findings and data analysis that serves the purpose of presenting the key results of the research without interpreting their particular meaning along with precisely analysing the data gathered. Lastly, the fifth chapter consists of Conclusion and Recommendation helps in clearly stating the answer to the main research question along with summarising and reflecting upon the research. This also makes recommendations for future work and shows the new knowledge that can be contributed.

Figure 2: Dissertation structure
Source: (developed by the learner)

1.8 Summary of the chapter
The present chapter provides a clear statement about the research topic that is The impact of Hotel Design on the customer experience: Case Study of Eko Atlantic Hotel along with providing the background of the research. The chapter also includes the overview of the organization along with aims, objectives and the research question that demons upon the present topic. The chapter also describes the rationale of the research along with its significance and briefly reviews the literature of the topic.

Chapter 2. Literature Review
2.1 Introduction
With the rapid development of the hospitality industry, the emergence of intense competition in attracting guests and to offer quality services and facilities at the hotel has become one of the most debatable and trending topics among the researchers and hoteliers around the global world. Hotel design has the potential to create an engaging and coherent experience for guests based on their needs and experience components. Likewise, it adds value to the hotel industry by delivering a means to differentiate, eliminate amenities creep, build loyalty and satisfaction as well as increase revenues. Traditionally, the hotel industry has been focusing on customer satisfaction, return on investments, and operational efficiencies rather than focusing on guest experience through contemporary design that makes guests loyal, stay longer and repeat visits; that act as a stronger return on investment. Based on such context, in this literature review, in-depth information and insights put forward by past researchers have been outlined in a detailed manner with regards to contemporary design and its influence on customer’s experience for the hotel industry.

2.2 Conceptual framework

Fig: 1 (Conceptual Framework)

2.3 Contemporary hospitality design and its influence on competitive advantage for a hotel
As put forwarded by Kandampully et al. (2018), in the contemporary hospitality industry, the need for superior customer experiences is significant in gaining competitive advantage as well as customer loyalty. The proposed model by the researchers reflected a holistic perspective for hoteliers on managing a positive customer experience through the collaboration of business operations, hotel design as well as technology infrastructure of the firm. This means that hotel design in the contemporary hospitality industry has become essential for quality service delivery and to positively influence customer satisfaction level. However, the need to integrate the opinions of hospitality managers is limited in the scope of the research

As opined by Doan et al. (2013), architectural innovations that reflect modern design act as a competitive advantage for hotels. Other than that, it has been also established that both staff and customers are highly influenced by the external and interior design of a hotel which positively complements satisfaction and guest experience. Interesting hotel designs such as ship, jail, plane, castle, or ball designs have appeared to be the attractive points for customers which positively offers a competitive edge over others. Besides, good design can also impact soft factors such as image, ambience, style, marketing, and comfort which influences the success and growth of the hotel in the hospitality and tourism industry. However, the research study is primarily focused on hotels within the tourism industry which limits its appropriateness within the hospitality industry.

As argued by Yfantidou et al. (2019), the ambience and innovative factors integrated into hotel settings and accommodation have a significant impact on the experience of customers. This, in turn, assists hoteliers to develop innovative ideas that act as a competitive edge for the hotels. Furthermore, it is also essential for hoteliers to integrate innovative ideas and strategies to create quality ambience and products for guests to offer a unique stay. Likewise, it has been further highlighted by the researchers that customers are highly inclined towards innovation and distinct products and designs of hotels which potentially attracts them and results in a quality experience during their stay. However, the research is highly based on secondary information or literature review which limits its scope in contemporary design. It has been well suggested by Shetty (2010), more innovation and technology in hotel design is essential for enhancing competitive edge and profits for the business. Furthermore, the present trend of Generation X consumers and millennials towards innovations has been a significant impact on the hotel industry to look for ways to integrate technology within hotel designs and services for better guest’s experience. Likewise, the differentiation within the hospitality industry can be significantly identified from diverse factors including procurement of high-quality raw materials, superior hotel design as well as the responsive order entry system for offering customer satisfaction. This can contribute towards the competitive edge and repeat visits. However, the study is only focused on the hotel sector based on the assumptions of managers which limits its applicability across the hospitality industry as a whole.

Fig: 2 (Preference of millennials for hotels)
Source: (Jelski, 2020)

Based on the article put forward by Jelski (2020), it has been comprehended that in the business year 2017, the hospitality industry has been booming due to around 1,600 millennial travellers specifically in the US. Furthermore, Fig: 2 highlighted above reveals that the preference of millennials by 51% favoured full-service hotels or resorts that integrated quality products, itineraries, services as well as hotel designs. The inclination of millennials towards technology and hotel designs that integrates such features attracts this particular group at an elevated rate. This acts as a competitive edge for the hoteliers while fulfilling the guest’s needs and delivering elevated experience and satisfaction during their stay. However, the article lacks accurate information based on contemporary hotel designs and their influence on millennials.

2.4 Key elements of the required customers' experience of a hotel with regards to contemporary design
It has been well suggested by Akaka et al. (2015); Jaakkola et al. (2015), the context of customer’s experience is significantly influenced by the four social and cultural factors which are: sign systems and service ecosystems, co-construction of context, the multiplicity of institutions and structure as well as value-in-cultural context. This means that social and cultural factors have a significant influence on the perceived value and experiences of customers. Also, such factors have broader implications on the hotel industry which reveals its significance for the managers to integrate such factors in service design. However, the dynamic of social and cultural contexts about contemporary design needs more in-depth understanding and review.

On the other hand, Luturlean and Anggadwita (2016); Ariffin et al. (2013) argued that in the hotel industry two major components explicitly influence customer experience which is: product and service. Services are the intangible assets that qualitatively influence customer satisfaction and experience levels such as room service, polite behaviour of hotel staff, or welcome greetings. On the contrary, the products are tangible assets such as facilities, merchandise, the concept of theme hotels including resorts, boutiques, or galleries as well as the interior design of the hotel. Both products and services have a potential impact on the customer’s experience and level of satisfaction during their stay.

Based on the article put forward by Dkorinteriors.com (2015), it has been identified that hotel design plays a significant role in offering comfort and satisfaction to the guests. Other than that, the use of a pleasing colour scheme, thoughtful design elements as well as welcoming layout are essential to make guests immediately feel at ease. Each of the areas must be designed tactfully such as entertainment spaces must be based on the look and function, common areas must be designed to create a sense of warm welcome whereas hotel rooms must be designed based on the type of visit by the customers. However, the information on hotel designs is significant and useful but its significance in contemporary design within the hospitality industry is limited.

Fig: 3 (Top ten elements that influence customer’s perception and experience at the hotel)
Source: (Oktadiana and Kurnia, 2011)

As opined by Oktadiana and Kurnia (2011), within the hospitality industry, the size, colour, surroundings, movement, shape, and texture are essential elements in hotel designs that explicitly influence the perceptions and experience of guests. Additionally, designing service facilities or interior or exterior parts of a hotel in an unusual and distinctive shape can not only assist to offer a quality experience to the guests but also offers a competitive edge. Based on Fig: 3, it can be stated that physical property and guest-room design are major aspects of positively influencing the perception of customers. By creating an appropriate ambience and unique hotel design, the perception of customers can be influenced positively which acts as a significant element in the hospitality industry. However, the focus on personal and interpersonal factors in influencing the choice of the customers of hospitality services has been the primary which limits the scope towards contemporary design. Other than that, Connors (2018) suggested that there are 6 key elements in the contemporary hotel interior design which are creating a storyline or theme that reflects the visual identity of the hotel; distribution of the same visual weight in every room such as asymmetrical balance; using eye-catching pieces or elements such as fireplace or artwork; make an impression with simple details such as mixing colours or space; analyse the size, dimension or shape of the objects explicitly; and lastly, using colours to set the right mood for guests. This, in turn, can positively influence the experience and offer a cosy and friendly atmosphere for the guests who are searching for a temporary room. However, very limited information has been highlighted on the guest’s experience and productivity of the hotels which are influenced by contemporary design.

2.5 Impact of contemporary hospitality design on customers' experience
As stated by Bravo et al. (2019), the impact of the specific design factors and physical environment on customer satisfaction has been confirmed both indirectly and directly through customer emotions. Furthermore, it has been also highlighted that to develop positive customer experience, hoteliers need to integrate and align the different functional areas of the firm such as hospitality design, marketing, technology, operations, human resources as well as a business strategy. However, the major limitation of the study is it focused on every sector of the hospitality industry including retailing, health services, banks, and hotels which does not offer accurate results or data.

It has been well indicated by Fisk et al. (2011), that both the social and physical environments of a hotel have a positive impact on customer satisfaction and emotion which directly affect the behavioural intentions of the customers. Additionally, it has been also identified that the physical environment has more influence on customer satisfaction and emotion level compared to the social environment. This means that the ambience and design factors of a hotel within the hospitality industry have an explicit relationship with customer emotion and service outcomes. However, the need to incorporate hospitality industry attributes for future research direction is essential for comprehending explicitly.

As opined by Yu et al. (2017), guest’s green experiences including innovation in design, guest training, energy consumption as well as education have a significant influence on the overall satisfaction of guests with the hotels. Also, the advanced green practices and reflecting such practices in the physical settings and design tend to impact the satisfaction level of customers in a positive way. As a result, it can be stated that green practices in the contemporary hospitality industry have become the latest trend that positively influences the experiences of guests. However, it is essential to develop such assumptions based on green hotels which have been highly impacted in this research.

Fig 4: Influence of hotel exterior design on customer's perception and buying behaviour
(Source: Kirima et al. 2017)

As argued by Kirima et al. (2017), the exterior design of a hotel highly impacts the customer attraction and retention. Based on Fig: 4, it can be stated that 52% of guests are highly motivated and attracted to the hotels that have a unique exterior design. It has been further highlighted by the researchers that there are emerging trends in new hotels that integrate unique designs for its interior and exterior infrastructure as a key marketing strategy. Besides, the hotel shape and material used for the external design features are highly attractive aspects that influence buying behaviour, repeat visits decisions, and experiences of customers. However, the viability of the study is significant only for new or upcoming hotels which limits its significance for existing hotels.

As put forwarded by Penner et al. (2012), hoteliers need to integrate the newest developments in the design practice and software for planning public areas, facilities, suites, and guest rooms as well as appropriate space allocation programs. To positively influence customer's perception towards the hotel, the use of contemporary designs and industry development work is essential. This can not only offer a unique standpoint of the hotel in the competitive industry but also offer guests satisfaction and quality experience during their stay at the hotel. As a result, the growth and success of the hotel are inevitable through the integration of contemporary and unique designs.

2.6 Strategies to enhance contemporary hotel design for better customer’s experience
As suggested by Cetin and Walls (2016), artefacts, ambience, space, amenities, and hotel design are the major themes under the physical environment factor that significantly enhances the experiences of guests at an extensive rate. Other than that, the researchers have also suggested that along with physical environmental factors, the need to integrate social and cultural factors are also essential for better service delivery and customer satisfaction. The social and cultural factors include attitude, professionalism, customization, and interactions of staff with the guests. Hence, integrating both the factors into hotel design can act as a significant strategy to enhance customer’s experience. As opined by Veríssimo and Loureiro (2014), other than just focusing on services to attract and satisfy guests, hoteliers must focus on decoration, designs, and physical environment altogether to enhance the experience of guests. Besides, the aesthetic and sophisticated design of the hotel can enhance the image of the hotel in front of the customers. The use of soothing colours, shapes, and texture in hotel design is significant for delivering a cosy and friendly atmosphere to the guests. This, in turn, can assist to satisfy the psychological needs of customers which leads to a unique experience for the guests during their stay.

Based on the article put forward by Telusinternational.com (2017), hoteliers need to provide guests with cosy interior design as well as the exterior design of the hotels must be highly attractive to develop its unique identity in the competitive industry. Additionally, hoteliers must also gain feedback from guests to develop their hotel designs for enhancing the level of their experience. Other than that, elegance and integration of technical aspects within the design are also essential and relevant for offering quality stay fulfilling the needs and demands of the present market trend. As a result, hotels within the hospitality industry can promote their uniqueness and develop a unique selling point to attract potential customers.

According to Obinwanne and Alozie (2019), the proper interior design of hotel rooms not only makes the guest feel satisfied as well as willing to spend more but also reduces wear and tear maintenance costs which increases the possibilities for repeat visits and increasing return on investment for the hoteliers. The hotels need to use contemporary and appropriate interior design to offer the quality experience of guests during their stay. The inclusion of aesthetically pleasing and psychologically satisfying hotel design can assist to appear more attractive and beautiful. This also offers a competitive edge and repeat visits of customers which influences the sustainability and profitability of the hotel.

2.7 Literature gap
Based on the literature review, it can be stated that despite a significant volume of studies emphasizing the hospitality designs, very limited attention has been put forward by researchers in contemporary research. Also, the past research studies are highly based on social and cultural factors that influence customers' satisfaction and experiences and very limited information is available based on the relationship between contemporary hospitality or hotel design and customer satisfaction, customer experience as well as hotel productivity. Likewise, lack of literature based on the relationship between design, efficient operation, and construction of hotel assets highlighting generalized results has been identified which is a potential gap in the literature. Other than that, lack of empirical research that addresses ambience and physical environment and its role in hotel settings has been also identified which limits the scope of the past research with regards to contemporary research. Additionally, information about the key elements that impact the customer's experience of a hotel based on contemporary design is also limited in the literature. Concerning the lack of research in these particular dimensions, it limits the scope of the significance of hospitality designs for influencing customer’s experience. Therefore, for addressing such gaps in the literature, the proposed research study would explore the relationship between contemporary hospitality or hotel design and customer satisfaction, customer experience as well as hotel productivity using Eko Atlantic as a case study. It can assist to develop strategies to enhance contemporary hotel design. This, in turn, can assist managers and researchers to develop significant knowledge about the importance of contemporary hotel designs for enhancing hotel productivity, customer satisfaction, and experience at an elevated level.

2.8 Summary of the chapter
In conclusion, it can be stated that hotel designs have a significant influence on customer satisfaction and customer experience in the hospitality industry. Furthermore, the literature review has offered in-depth understanding and deep insights about the significance of hotel designs in attracting potential customers from the market as well as to enhance their experience during their stay. This can act as a competitive edge for the hotels. The information provided in the literature can be used as a basis for constructing the appropriate framework for the proposed study. However, there are potential literature gaps that have been identified based on which the proposed research study can contribute extensively by highlighting the relation of contemporary hotel designs towards enhancing hotel productivity, customer satisfaction, and experience at an elevated level.

Chapter 3: Methodology
3.0 Introduction to the chapter
The research methodology is an important chapter to analyse and gather necessary data regarding the topic (Edson et al. 2016). The chapter evaluates the validity and reliability of the entire research. The most significant aspects of the research methodology allow the researchers to use essential tools and techniques to solve issues of research. With the assistance of the tools, the objectives of the research are met. It has been stated that the methodology chapter assists the researchers to address the significant problems of research. There are several forms of research methodology that help to gather information and knowledge regarding the research topic.

3.1 Outline of the method
In the dissertation, research onion has been used to evaluate layers and benefits of research onion. In terms of research philosophy, positivism research philosophy has been used to understand the core aspects of research topics. Along with these, deductive research approaches has been used in the study. For research design, exploratory research design has been evaluated to solve issues related to the research topic. For sampling, non-probability sampling has been used to select samples from the groups. For data collection, primary data collection methods have been conducted to collect data. In this perspective, an online survey and personal interview and observation method have been used to collect necessary data regarding the topic. Furthermore, transcript analysis has been incorporated to analyse data. Besides, research limitations have been mentioned. Data Protection Act 1998 has been introduced in part of research ethics.

3.2 Research Onion
Research onion depicts those stages that integrate with the development of the research work. The layers of onion provide a detailed description of each stage of research. The most essential stages of the research onion are research philosophy, research approach, research choice, research strategy and research time horizon. As stated by Saunders et al. (2009), research onion is related with the utmost layers that are used for the very next stage of the research. The evaluation of each stage of the research onion helps to gather knowledge about the particular topic.

Figure 1: Research onion
(Source: Saunders et al., 2009)

In terms of benefits of the research onion, different stages of research onion help the researchers to collect necessary data with accuracy. Moreover, it is helpful to evaluate the study with the utmost description. It is widely used to explain significant stages of the research methodology. The benefits are related to its series of stages for the research.

3.3 Research Philosophy and its justification
For any dissertation, research philosophy is integrated with a wide range of information. It is an integral component to the success of any research. There is a concrete connection with nature, sources and developing knowledge. The core stages of the research philosophy enable the researchers to be more creative about the research topic. Research philosophy is divided into four significant groups such as Positivism, Pragmatism, Realism and interpretivism.

Through realism research philosophy, ideas of the human mind and sense have been demonstrated. There are two valuable sections of realism research philosophy such as direct realism and critical realism. Indirect realism, human senses play a vital role to gather necessary data for the research (Ryan, 2018, p.42). On the other hand, critical realism depicts the experiences of human sense through the real world.
Pragmatism research philosophy has a significant impact on gathering relevant data. With the help of a single picture of the research philosophy, multiple sources of research can be depicted. In this research stage, questions of research are the most important aspect. Apart from these, interpretivism research philosophy is associated with depicting research issues.
In the study, positivism research philosophy has been used. As opined by Ragab and Arisha, (2018, p.5), Positivism research philosophy is difficult to be explained about the research topic. In the positivism research philosophy, the researcher’s role is limited to collect necessary data. The statistical analysis process is integrated with this research philosophy. Moreover, in positivism researchers stay independent to collect. This unique trait of the research philosophy provides the freedom to the researchers to collect data. Research is observed through the human senses. Here, the researchers get opportunities to make minimal interaction with the research participants.

Justification
By assessing the above discussion, it can be justified that positivism research philosophy has been more beneficial in gathering data on the topic. As the role of researchers is limited, they will develop a concrete interaction with the customers regarding the hotel' design. Moreover, statistical analysis of positivism will help the researcher to analyse the requirements for effective hotel design. As the research philosophy provides the liberty to researchers to collect data, researchers will get the opportunities to interact with the customers regarding their experience in the hotel's design. In comparison to pragmatism philosophy, it emphasizes on research questions (Alase, 2017, p.10). However, research questions would not meet all the expectations of research. Apart from these, realism is related to the human senses to collect data. However, meeting human ideas is not enough to meet the requirements of research. By assessing the above discussion, positivism has met the utmost expectations of research. Hence, positivism research philosophy has been appropriate for the research.

3.4 Research approach
The research approach is divided into three significant groups such as deductive research approach, inductive and abductive research approach. In an inductive research approach, there is a strong connection with the theories and observation of the topic (Zalaghi and Khazaei, 2016, p.25). Disregarding theories are not allowed in this stage. With the help of the research approach, a detailed observation of the real world is depicted. Apart from this, an abductive research approach is associated with numerous surprising facts of research. Furthermore, the weakness of deductive and inductive research approaches is easily identified with the effectiveness of the Abductive research approach.

Deductive research approach
In the study, deductive research approaches have been incorporated to collect data regarding the impact of hotel design on customer's experiences. The significant research approach is related to the deductive conclusion and proposition. A positive relation between variables and concepts can be gained under the deductive research approach (Meyers et al. 2016). The research approach focuses on the path of logic. Moreover, the evaluation of known theory is explored in the deductive research approach. In this stage, the researchers have been able to gather necessary information regarding a customer's opinion in hotel' design. The concepts of customers can be measured about efficient designs with the assistance of deductive research approach.

Justification
It can be justified that a deductive research approach has been beneficial for the researchers to develop a connection with the concepts of customers. The research approach allows customers to provide feedback regarding the design of the hotel. The feedback of customers will help in improving weak areas of the hotel. As the research approach is associated with several theories, it will enable the researchers to make solutions for critical circumstances during research. In comparison, an inductive research approach, which is solely related to the theories and observation of the real world, can be less effective to collect data. It has been evaluated that theories and real-world observation isnot enough to collect data about the topic. Apart from this, the working procedures of abductive research approach are limited to collect data. Hence, deductive research approaches have been used to collect data regarding the impact of the hotel's design on customer's experiences.

3.5 Research design
Research design is an integral element for any research. The research design is divided into two stages such as exploratory research design and conclusive research design. Conclusive research design is designed with the conclusion stage and decision making of research. The process of research formally and structurally can be introduced by the conclusion research design (Awwad and Akroush, 2016). This research design is very important to deliver a reliable image of the population through the instruments of valid research.

Exploratory research design
Exploratory research design is used to evaluate the problems of the research. In the study, exploratory research design has been used to conduct the research. A better understanding of existing problems can be made with the help of this research design. The impact of research design will help the researchers to identify research questions. In this perspective, exploratory research design will assist the researchers to identify common issues in making hotel design and analyse the impact of hotel design on the experience of the customers, for which the chosen exploratory research design is appropriate. The most important aspect of the research design is related to its adaptability and flexibility (Awwad and Akroush, 2016). The adaptability and flexibility of design will help the researchers to solve issues of critical circumstances. It has been evaluated that new ideas can be processed with the effectiveness of flexibility. The innovative ideas will enable the researchers to identify the key reasons to measure customer’s experience in hotel design. Moreover, the research design is associated with the primary qualitative and quantitative data collection method. In this research design, there are sets of rules to conduct the research. The researchers are integrated with the problems and value of research (Van Dun et al. 2017, p.175). Apart from these, the research design is concerned with several disadvantages. The design is usually inclusive. The major disadvantage is associated with its qualitative data. If data is collected from the secondary sources, there is a chance of data being old and not updated.

Justification
By assessing the above discussion, it can be justified that exploratory research design will assist in solving problems regarding the design of hotels based on customer's experiences. Moreover, a better understanding has been developed regarding the needs of customers. The flexibility of the exploratory research design will help the researchers to solve issues about negative experiences of customers on the design of hotels. The whole process will enable the researchers to draw numerous designs of the hotel based on customers’ expectations and requirements. It is expected to solve issues of design with the assistance of the exploratory research design. Conclusive research design has not been chosen for this research, due to its formal structure. It will not be suitable to conduct the research compared to exploratory research design. The flexibility of the exploratory research design will enable the researchers to recognize issues related to hotel design based on customer's experiences.

3.6 Sampling Technique
Sampling technique is very effective to choose samples from a group of members for the research. There are two types of group sampling such as probability sampling and non-probability sampling. Probability sampling where members of groups get equal opportunities for being selected. In this sampling, a statistical theory is used to select the people from a small group. This sampling technique has been chosen in this study, for recruiting the participants for the online survey. Random customers, who are either new or regular visitors of the Eko Atlantic Hotel, has been chosen for the purpose.

Non-probability sampling
In non-probability sampling is opposed to probability sampling. In this study, non-probability sampling has been used to conduct the research. The sampling technique is very easy to access for the researchers. In this sampling technique, everyone in the group will not get a chance of being selected. As stated by Etikanet al. (2016, p.55). Voluntary sampling will give the researchers opportunities to work on many topics at a time. Purposive sampling is very useful to gain detailed information and knowledge about the topic. In terms of sampling technique, researchers recruit samples via other members.

Justification
Both probability and non-probability sampling has been incorporated to choose eligible samples for the research. As the sampling technique is easy to access, it will help the researchers to gather data very easily. There is less chance to face obstacles while collecting data from samples. With the help of convenience sampling, participants have been chosen based on their willingness. The process will enable the participants to explore their personal view regarding the impact of hotel design on customer's experiences. Non-probability sampling will also help the participants to provide their strong opinion about their effectiveness of hotel design in gaining customer's experiences. Incorporating both the probability as well as non-probability sampling techniques in the study will ensure that the bias of the research is low while the outcome of the research is valid (Sharma, 2017, p.750). Probability sampling technique, which encompasses randomly choosing the participants for the research, has been chosen for surveying the customers, to ensure that only those customers who are willing to participate in the survey, irrespective of their views regarding the hotel, are given the chance to express their views in regards to this topic. On the other hand, non-random sampling technique has been reported, for choosing the managers for the interview, since their experience in the hotel operations, availability as well as ability to render views on the topic had to be considered for participation.

3.7 Sample size
The number of samples for the qualitative interview is 4 managers of the concerned hotel while that for the online quantitative survey is 50 customers of the Eko Atlantic Hotel.

3.8 Data Collection method
To collect data about the impact of hotel design on customer's experience, primary data collection methods have been used. The data collection process has been completed through personal interview of 4 managers of the concerned hotel via Skype Application as well as through online survey of 50 customers of the hotel, over social media platforms.

Personal interview
The researchers will conduct personal interviews with the participants of the concerned hotel via Skype application. In the interview process, the participants have been asked structured and semi-structured questions. The key aspect of the personal interview is to gather data from the participants about the research topic. The researchers will incorporate an online medium to connect with the participants. With the help of online personal interviews, the researchers have been able to collect new and exploratory data about the customer's experience on the design of the hotel. With the structural questions, close-ended questions have been asked to the participants. Semi structure questions provide a set of instructions and guidelines to the participants about the (Etikan and Bala, 2017). With the assistance of semi-structured questions, the researchers will ask open-ended questions to the participants regarding the efficient design of the hotel.

Survey
This method encompasses distribution of questions to the prospective audience and collecting their views, mainly in forms of ratings in favour of or against stated opinions, either in person or online, as feasible. In this case, the questionnaire has been distributed over sites such as SurveyMonkey as well as providing the links of the same over the company website and social media pages, to facilitate the customers' participation in the survey. The views of the customers in regards to the impact of the design of the hotel on their experience have been affected through this data collection method.

Justification
It can be justified that a personal interview (personal interview and observation) has been conducted to gather data. In a personal interview, the interviewers will ask structured and semi-structured questions to the participants regarding the topic (Chiappero-Martinettiet al. 2018). With the help of structured questions, the researchers will ask close-ended questions to the participants. Semi-structured questions will help the interviewers to ask open-ended questions. The answers of open-ended questions will help the researchers to gather data about the impact of hotel’ design on customer’s experiences (Denis and Nys, 2018). With the help of semi-structured questions, participants have been able to explore their personal views and opinions regarding the topic. Moreover, views regarding the experience of the customers, for the customers themselves have been facilitated through the survey method. Statistical analysis of their responses has helped in providing more valid and strong conclusions for the study undertaken.

3.9 Data Analysis method
Successful data collection depicts the accuracy of data. As cited by Stubbs et al. (2017, p.2107), personal interview is one of the most significant methods to avoid inaccuracy during the time of data collection. In online interview processes, recording the interaction, with the permission of the respondent, is an effective measure for avoiding inaccuracies in interpreting the views of the managers in the research. The process assists the researchers to recognize the similarities and differences in the viewpoints of the aspects discussed with the managers and thus, help in including a wide range of views for the analysis of the topic undertaken for the research. A transcript often allows for evaluation and analysis of respondents' views but taking a transcript during online interviews is not feasible and so recording the call was chosen upon, for analysing the qualitative data collected through the interview. On the other hand, the data collected from the online survey method has been assessed using response tables, relevant graphs and charts, following retrieval of the data from the online survey sites.

Justification
According to the views of Washington et al., (2020), a combination of quantitative and qualitative processes helps in gainingan all-round view of the perspective being researched. Interpreting the views of the managers has helped in understanding the beliefs of the management regarding the influence of hotel design over the experience of customers. Utilizing graphs, charts and calculations concerning measures of central tendency, for interpreting the data collected through the survey has helped in the clear and understandable depiction of the result, for easy and enhanced comprehension of the same, by all the audience.

3.10 Limitations of the research methodology
It is a common aspect that research has some limitations. Limitation of research is an important portion of any dissertation (Goerreset al. 2019, p.80). The researchers must follow guidelines to minimize the limitations of research (Velte and Stawinoga, 2017, p.276). As the entire study has used a primary data collection method, the limitation has been followed in this stage. The researchers do not have enough experience to collect primary data through online interviews and surveys. There is a lack of experience of the previous study. The sample size is very small to conduct the research. Due to a lack of sample size, the statistical data would not meet the relationship within the set of data. Moreover, there has been limited time for researchers to collect data.

3.11 Research ethics
Research must be framed with a higher stage of integrity (Master et al. 2018, p.56). It has been evaluated that the highest numbers of research ethics should be followed. The process will help in enhancing the reliability and validity of the research. Data Protection Act 1998 indicates the rights of those who undertake personal information to be more familiar regarding the use of information (Greenwood, 2016, p.508). Lawful tactics are integrated with ethics. The key aspects of the research are to evaluate ideas regarding the design of a hotel on customer's experiences. The permission of the CEO has been taken into consideration while framing the questions to be asked to the participants. Moreover, one mail had been sent to the CEO of the hotel one week before the interview.

3.12 Summary of the research
In the research methodology chapter of the dissertation, research onion has been used to depict layers of research and benefits. Positivism research philosophy has been incorporated into the study to collect informative data regarding research topics. For the research approach, a deductive research approach has been introduced in the study. Apart from this, exploratory research design has been used to solve potential issues of the research topic. For sampling, non-probability sampling has been used to choose samples from the groups. The sampling technique is very helpful to choose samples from the group. Moreover, the primary data collection method has been incorporated with a personal interview via Skype application and online survey through SurveyMonkey. Along with these, research ethics and limitations of research have been elaborated in the entire study.

Chapter 4: Findings and Data Analysis
4.0 Introduction
Findings and analysis chapter helps to identify the actual result of the research study and it helps to identify whether actual objectives are properly fulfilled or not. The current data analysis has been made based on both quantitative and qualitative data. In the first part, the analysis of quantitative data has been provided and on the other hand, in the second part, the qualitative data analysis has been done. Based on 9 survey questionnaires the quantitative analysis is done by the researcher and subsequently, the qualitative analysis has been done based on the close-ended questions. The entire chapter has been classified into two parts including findings and data analysis. In the findings part, the tables are provided and on the other hand, in the data analysis part, the graphical presentation has been done.

4.1 Findings of Quantitative questions
Question 1: What is your age group

Table 1: Age Group
(Source: Developed by Author)

Question 2: What is your gender

Table 2: Gender
(Source: Developed by Author)

Question 3: How far do you agree that Hotel design has a positive impact on the customer experience

Table 3: Hotel Design
(Source: Developed by Author)

Question 4: Do you agree that the interior decoration of a hotel has a significant impact on positive customer experience

Table 4: Interior decoration of the hotel
(Source: Developed by Author)

Question 5: How far do you agree that contemporary hospitality design has an impact on the customer experience

Table 5: Contemporary Hospitality Design
(Source: Developed by Author)

Question 6: What are the key elements required for developing the customer experience of the hotel

Table 6: Key elements for developing customer experience
(Source: Developed by Author)

Question 7: What are the effective strategies for enhancing contemporary hotel design for better customer experience

Table 7: Key elements
(Source: Developed by Author)

Question 8: How far do you agree that hotel exterior decoration has a strong effect on the perception and buying behaviour of customers

Table 8: Hotel exterior decoration
(Source: Developed by Author)

Question 9: Do you agree that hospitality design has a strong impact on the competitive advantages of the hotel

Table 9: Impact of hospitality design on the competitive advantages
(Source: Developed by Author)

Question 10: How far do you agree that Product and service quality is an essential matter in the case of developing positive customer experience

Table 10: Importance of Products and Services
(Source: Developed by Author)

The overall findings state that the hotel design has a significant impact on the development of the performance of the hotel industry. The reason is the majority of respondents have provided positive feedback regarding the importance of the hotel designing process. All the respondents have stated that ambience, artefacts, spaces and amenities are important in the case of the enhancing performance of hotels. Furthermore, according to their point of view, hotel design, culture and product & services are three important matters in the case of enhancing customer experience.

4.2 Data Analysis of Quantitative questions
Question 1

Figure 1: Age Group of People
(Source: Developed by Author)

The above figure analysis reveals that 20% of aggregate respondents are in the age group of above 50 years. 40% of total respondents have age within the 31-50 years. Remaining 40% of respondents are belonging to the age group 20-30 years. Based on the overall discussion, it has been identified that the majority of customers are belonging to the 31-50 years and 20-30 years age group. Only 20% of aggregate respondents are belonging to the age group above 50 years. From the graphical analysis, it has been found that people of all age groups are considered in the overall analysis and it has helped to get quality results on the study.

Question 2

Figure 2: Gender
(Source: Developed by Author)

The above figure analysis depicts that the equal number of candidates are considered in the study and it has helped to conduct the study in an unbiased way. Several male candidates in the study are 50% and the number of female candidates in the study is 50%. Hence, equal numbers of respondents are considered in the study. Equality in the number of respondents helps to ensure that the study has been done effectively. Gender equality in the research study helps to maintain transparency in the study and that has been followed by the researcher.

Question 3

Figure 3: Positive Effect of Hotel Design
(Source: Developed by Author)

The graphical analysis depicts that 20% of respondents have strongly agreed with the matter that hotel design has a positive effect on positive customer experience. 28% of total respondents have agreed with the statement that contemporary hotel design has a significant impact on the positive customer experience. 6% of the total respondents are in a neutral position as they do not have any idea regarding this matter. On the other side, 24% have disagreed with the statement that the hotel design does not have any strong impact on the positive customer experience. Remaining 22% have strongly disagreed with the matter that hotel design does not have a positive impact on the experience of customers. From the overall data distribution, it has been identified that the mean value is 3.02 and the standard deviation in the entire data distribution is 1.5. Hence, it can be stated that the mean value can be as high as (3.02 + 1.5) = 4.52 and it can be as low as (3.02 – 1.5) = 1.52. As the standard deviation is near 1.5, it can be stated that the high-level fluctuation exists in the data distribution. From this discussion, it can be stated that the hotel design is an important matter in the case of the development of customer performance. The literature review also depicts that hotel design has a significant impact on the customer experience as the attractive design increases the acceptability of a hotel to the new customers.

Question 4

Figure 4: Interior Decoration
(Source: Developed by Author)

The figure analysis depicts that 28% of aggregate respondents have strongly agreed that the interior decoration of a hotel has a significant impact on the positive customer experience. 28% of respondents have agreed that interior decoration has a positive impact on customer experience. 4% of total respondents are in a neutral position and they have stated that they do not have any idea regarding the importance of interior decoration. 20% have strongly denied the statement and the remaining 20% have denied the matter and according to them, the interior decoration does not have any impact on the positive customer experience. The mean value in the dataset is 2.76 and the standard deviation is 1.53 and hence, the average value can be as high as (2.76 + 1.54) = 4.3 and the mean value can be as low as (2.76 – 1.54) = 1.22. The standard deviation in the entire data set is 1.54 and it is very high which depicts high-level fluctuation exists in the dataset.

Question 5

Figure 5: Contemporary Hospitality Design
(Source: Developed by Author)

The above figure reveals that 24% of total respondents have strongly agreed with the matter that contemporary hospitality design has a direct impact on the positive customer experience. 28% have only agreed with the statement that contemporary hospitality design has a significant influence on positive customer experience. Only 8% of respondents are neutral in this matter and according to them, they cannot provide the right opinion whether contemporary hospitality design has a significant influence on the customer satisfaction level or not. The mean value in the entire data distribution is 2.8 and the standard deviation in the dataset has been considered 1.45. From this data distribution, it has been identified that the fluctuation level is very high. Based on the overall discussion, it has been identified that contemporary hospitality design is essential in hotel development. 24% of aggregate respondents have denied the statement and 16% have strongly disagreed with the statement. The overall discussion states that contemporary hospitality design has an essential role to enhance the quality of performance hotels. According to the view of Lee, (2020, p.102523), contemporary hotel design has a significant impact on the customer experience. Continuing along the same line Melissenet al., (2016, p.231), have stated that contemporary hotel design has a great impact on the experience of customers.

Question 6

Figure 6: Key elements for developing customer experience
(Source: Developed by Author)

The above figure analysis depicts that 40% of total respondents have agreed with the matter that hotel design has a significant impact on the development of customer experience. 30% of the aggregate respondents have stated that social and cultural factors have a significant impact on the customer experience in the case of a hotel. Remaining 30% have stated that product and services are important factors in the case of developing customer experience in hotels. The overall discussion states that hotel design, social & cultural factors and product & service are important components in the case of enhancing customer experience. The mean value in the data distribution has been identified 2.1 and the standard deviation in the dataset is 0.83. Hence, the mean value in the data distribution would be increased up to (2.1+0.83) = 2.93 and on the other hand, it can be decreased to (2.1 – 0.83) = 1.27. As the standard deviation in the data distribution is below 1, it can be said that the high fluctuation does not exist in the dataset. Based on the literature review also, it is found that hotel design, social factors and products & services are important elements to develop the customer experience.

Question 7

Figure 7: Effective Strategies for enhancing for developing contemporary hotel design
(Source: Developed by Author)

The above graph analysis depicts that 26% of aggregate respondents have stated ambience is an important matter to ensure customer satisfaction level. 26% of total respondents have said that artefacts are an essential element for enhancing contemporary hotel design. On the other side, 24% have agreed that that space is an essential matter to enhance contemporary hotel design. Remaining 24% have stated that amenities are essential factors in the case of the enhancement of contemporary hotel design. The computed mean value in the entire data distribution is 2.46 and the standard deviation is 1.12. The mean value can be as high as (2.46 + 1.12) = 3.58 and that can be as low as (2.46 – 1.12) = 1.34. The standard deviation in the entire data distribution 1.12 and it depicts that the fluctuation level is not so high. The literature review part of the study also reveals that ambience and artefacts are important matters to enhance the customer satisfaction level. The ambience is the first appearance for enhancing the hotel performance.

Question 8

Figure 8: Strong effect of exterior hotel design upon the perception and buying behaviour of the customers
Source: (developed by the learner)

From the above graphical presentation, it depicts that 20% of the respondents have strongly agreed with the matters that hotel's exterior design has the strong influence upon the perception as well as buying behaviour of the customers. 40% of the respondents partially agreed with the facts that the exterior design of the hotel influences the buying behaviour and perception of the customers. Whereas, 8% of the respondents were neutral about the fact that the exterior designing of the hotel influences the buying behaviour and perception of the customers. On the other hand, 16% of the respondent has disagreed regarding the matter that the exterior design of the hotel does not impact upon the buying behaviour and perception of the customers and in context to this, the rest 16% of the respondent strongly disagrees regarding the facts the exterior design of the hotel does not influence upon the perception and buying behaviours of the customers. Thus, from this overall data distribution, it has been found that the total mean value is 2.68 along with standard deviation regarding the entire distribution is 1.39. Therefore, it can be stated that the mean value could be high as (2.68+1.39) = 4.07 and it can decline low as to (2.68-1.39) = 1.29. Hence, as the standard deviation is near about 1.4, then it could be stated that there will be higher level fluctuation that will exist within the data distribution. Moreover, from the above discussion, it could be stated that the exterior design of the hotel is significant for strongly influencing the perception along with the buying behaviour of the customers

Question 9.

Figure 9: Strong impact of hotel design on the competitive advantage of the hotel
Source: (developed by the learner)

From the above graphical presentation, it can be observed that 24% of the respondent has strongly agreed upon the fact that the hospitality design has a strong impact on the competitive advantage of the hotel. 44% have partially agreed that hospitality design has a strong impact on the competitive advantage of the hotel. On the other hand, 8% of the respondents are neutral as they do not have any idea regarding the question asked to them. Contrarily, 16% of the respondents have disagreed regarding the matter that the hospitality design has a strong effect upon the hotel's competitive advantage and in context to this, 16% of the respondent has strongly disagreed about the fact that the hospitality design does not have any influence upon the competitive advantage of the hotel. However, from the above discussion, it could be noted that the total mean value is 2.59 along with the standard deviation regarding the overall distribution is 1.38. It can be identified that the mean value to its high can be (2.59+1.38) = 3.97 and the mean value can be lower to (2.59-1.38) = 1.21. Therefore, the standard deviation of the overall distribution is nearly 1.4 that can be stated that the high level of fluctuation exists within the data distribution. Furthermore, it can also be stated that the hospitality design is a significant matter for influencing the competitive advantage of the hotel.

Question 10

Figure 10: Product and Service Quality for developing positive customer experience
(Source: Developed by Author)

The above graph states that 54% of aggregate respondents have provided positive feedback that product & service quality is the essential matter in the case of enhancing customer experience. 12% of aggregate respondents are in a neutral position and according to their point of view product and service quality is not an important factor for developing the positive customer experience. 20% of the aggregate respondents have denied the matter and the remaining 14% have strongly denied that product and service quality does not have any positive effect on customer performance. The average value in the entire data distribution has been computed 2.7 and S.D is computed 1.4. Hence, the mean value can be as high as (2.7 + 1.4) = 4.1 and on the other hand, it can be as low as (2.7 – 1.4) = 1.3. The overall discussion of the questions reveals that product and service quality is an important matter in the case of developing the customer experience. From the literature review part, it has been found that product and service are an important matter in the case of developing a hotel service. The reason is product and service is the basic area of enhancing customer satisfaction level. As mentioned by Cetin and Walls, (2016, p.421), quality of service is the core area of business development in the hotel industry and that has been identified from the literature review also.

4.3 Data Analysis of Qualitative questions
Question 1. According to you, how far do you think the design of the hotel plays an important role in influencing customer experience positively According to the views of manager 1, the interior and exterior designing of the hotel plays the most important role for the guest as it helps in increasing their experience as well as their satisfaction because of acting as the benchmarking for the levels of services, comfort and quality that the guest desire for. Moreover, the effective design of the hotel needs to have the balance between the operational functions such as the ease of utilization, safety requirement along with economic as well as the element of the physical environment such as furniture, fixtures, plants, arts and equipment of the hotel. Thus, this helps in creating the required ambience for the guests visiting the hotel and thus, this acts as the two-way-expense as if it is conducted effectively then this expensive refurbishment could pay in dividends.

Similarly, manager 2 was in support of the views of manager 1 that through understanding as well as meeting requirements of the physical environment and operational functionality, the design of the hotel will be based upon the long term functional and operational footing as well as being firm. However, comprehensive planning is vital for the design by focusing on the proposal as well as needs that are based on the knowledge of the hotel's operation and its accurate data cost. However, it might establish the proposals of a solid budget at the initial planning of the project but through the wide-ranging perspective, control concept as well as the detailed direction of design, the relationship among the environmental and pragmatic factors could quickly be found for creating the integrated and balanced environment.

In context to this, manager 3 added that being able in meeting the comfortable atmosphere as well as operational functions aspiration is specific for running the hotel successfully and thus, the selection of furniture, materials and fixtures within the public places and the guest rooms is also very much significant for supporting and creating the unique brand identity. The colours, textures, lighting are also vital factors of the hotel’s interior and exterior design which could have an impact upon the presentation area as well as creating the desired design for the hotel which will make the customers get attracted towards it and visit there often.

In addition to this, manager 4 expressed that the idea which informs the approach of the furniture realm is important for the hotel design as the significance of individuality could make up a huge difference in the profit margins of the hotel. The clients always look for something special that appeals to them and thus, this becomes crucial for the hoteliers to show them that they are not the pack of animals who are following the crowd rather they are different from others. Hence, by being bold in the interior and exterior design along with exquisite food cuisines, creates the different taste and look for the guest that they can remember for long. Moreover, with increasing in proliferation and importance of the branding as well as stronger focus upon the market segmentation the hotel design is the crucial factor for the differentiation of one hotel from the other along with making the customers attracted towards the property.

Question 2. Improving service quality, enhancing staff responsiveness, introducing offers for customers or focusing on hotel design- which is a more important consideration for improving customer experience in hotels like Eko Atlantic

According to the statement of manager 1, the effective differentiation regarding the hospitality products lies within the hearts of the business case for the interior design of the hotel. Through the combination for understanding the target market of the clients along with the intimate knowledge regarding the fundamentals of the hotel keeping, the contribution of the hotel designers is pivotal for the failure and success of the hotel. Thus, the hotel designing is the vital part that helps in attracting the customer most as they find it appealing when they see the modified and unique designing of the guest room and public space where they could sit and relax. This helps in persuading them for their stay as well experiencing the accommodation and offers provided by the hotel with exquisite furnishing, lights, colours, fixtures, arts, plants and much more in which they would find their bliss.

In contrast to this, manager 2 argued that despite the hotel design, the improvement of service quality within the hospitality industry is the most important element for gaining the sustainable competitive benefits as well as customer confidence within the highly competitive marketplace. This creates the competitive differentiation for the organization as the successful hotels try in delivering the excellent quality services that consist of material, staff and physical facilities. Moreover, the technical and functional quality services provided by the hotel add up to the environment with having the five dimensions like assurance, empathy, responsiveness, reliability and tangibility. Thus, the assessment of these services and its quality provides satisfaction and a better experience for the customer that leads to customer loyalty.

However, manager 3 supported the view of manager 2 as, along with service quality, the responsiveness of staff as well as introducing offers to the customers is also important for leading to customer satisfaction. The defined responsibilities and role of the staff provides clarity, expectation and alignment for executing the work as well as keeping the hotel running. The hotel employees consist of front desk staff, attendant of the laundry room, porters and vendors towards the upper echelons within the management structure and thus, all of these employees serve certain roles for pleasing the guest with their good behaviours and perpetual and continuous operations of the hotel. Moreover, the hotel also provides certain offers like loyalty programmes where the guest can fetch certain reward points which creates more chances for the customer to increase their satisfaction level.

As compared to this, manger 4 supported the views of manager 1 saying that there are clear financial benefits for the hoteliers who implement the effective interior designs as this enormous investment will help in creating the environment which is comfortable for both the staff and customers. The successful design of the hotel's interior and exterior will incur the factor within the durability regarding the conception for increasing the overall longevity as well as preventing the needs for the big refurbishment every year. Thus, the staff responsiveness, service quality and offers are considered as secondary as when the guest arrives at the hotel first, they look up to the furniture, fixtures, lighting and colours of the interior to find it appealing and thus, selects this hotel to stay and gradually the other aspect comes into the process after they start staying there.

Question 3. How far has Eko Atlantic Hotel been efficient in positively influencing customer experience through the hotel design, both aesthetics as well as layout
As per the views of Manager 1, for improving the guest experience the Eko Atlantic Hotel possesses the fantastic designs which have made it helpful for them to establish the kind of star hotel they are. The interior design of the hotel affected the way the customer feels regarding their stay as when they enter the promises they walk into a large spacious lobby with various sitting and public areas that provides them with the overview about the room they are going to stay for their vacations or business trip. The interiors of the hotel consist of expensive remodel which are full of the hardwood floors, statement pieces and accent walls that provide the customers with a sense of luxury and comfort that help in persuading them to stay longer and revisit the property.

In context to this, manager 2 stated that their hotel has invested within a few small touches and things which have helped increase the guest experience and improve their satisfaction along with planning for the long run. Hence, the hotel has invested within the luxurious simplicity such as by providing the essentials for the customer within their rooms with the exact numbers of pillows in their bed, an adequate number of arts in the wall that doesn't cover the entire space and the bathrooms with quality accessories and toiletries. Hence, the travellers or official visiting the hotel, after the day ends from their busy schedules could come and relax with comfort to get prepared for the next day.

Moreover, manager 3 states that Eko Atlantic Hotel implemented certain eco-friendly practices as the guests now are gravitating towards the socially conscious spaces and are favouring the eco-friendly properties. The hotel has invested upon the green commodities and the products coming from the companies committed towards the positive environment and social impact. The hotel is even a LEED-certified building and the spaces are renovated through investing in locally sourced materials as well as sustainable fabrics along with other recyclable materials that they use for their furniture, fixtures, wall arts and more. Thus, spending time with natures and increasing the ability of the guests to calm and soothe that has enhanced their satisfaction level and experience.

Similarly, manger 4 agreed to all the above statements and said that along with all this, the hotel has invested in the power of lighting that is considered to be the biggest part of the hotel design. The hotel has inculcated both natural and manmade lighting such as in darker rooms, the full spectrum of natural light has been provided. The rooms have big windows which help the sunlight to enter in and lighten up the room, there are sheer curtains as the option under the heavy blackout drape for the light for maintaining privacy along with strategically placed which helps in grabbing lights reflecting it to the whole room. Hence, such things help in increasing the customer experience as well as satisfaction level.

4.4 Summary of the chapter
The above discussion states that product, design of the hotel and socio-cultural factors have a significant role in the case of enhancing the customer experience of Atlantic hotel. Furthermore, strategic development is also an important matter in the case of the development of contemporary hotel design. From the overall discussion, the ambience is the essential element for enhancing the performance of a hotel. Contemporary hospitality design is an essential factor to develop the performance of a hotel. Designing the hotel and socio-cultural factors have a significant impact on the performance of the hotel industry.

Chapter 5: Conclusion and Recommendation

5.1 Discussion and Conclusion
From the above chapter of findings and data analysis, the actual results of the research study are identified with achieving and fulfilling the actual objectives. The data analysis has depended on the qualitative and quantitative data. Firstly, the quantitative data analysis is based on 9 survey questions asked on 50 employees out of which 40% were in the age group of 20-30 years, 40% were between 31-50 years and the rest 10% were above 51 years and consisted of 50% male and 50% female. Thus, the respondents have provided their opinion according to their survey questionnaire like 20% respondents strongly agreed that the hotel design has a positive impact upon the customer whereas 22% had strongly disagreed. 28% respondents strongly agreed to the fact that the hotel’s interior designs had a significant influence on positive customer experience while 20% strongly disagreed. Moreover, 24% respondent has strongly agreed on the contemporary hospitality design providing impact upon the customer experience on the other hand, 16% respondent strongly disagrees with it. Furthermore, regarding the key elements needed for the development of the customer experience 40% respondent stated it to be the products and services, 50% stated to be the social and cultural factors and the rest 10% stated it to be the hotel design. Additionally, 26% said ambience, 26% said the artefacts, 24% space and 24% amenities as the effective strategies for improving the contemporary hotel design for the better customer experience. In concert to this, 20% respondent strongly agreed hotel’s exterior decoration has a strong impact upon the buying behavior and perception of the customer and 16% strongly disagreed to the same. Furthermore, 24% strongly agree on hospitality design having a strong impact upon the competitive advantage of hotels and 8% strongly disagrees.

The qualitative analysis has been conducted upon the 4 managers that consisted of three questions such as 4 of the managers presented their views upon the important role of hotel design that influences the customer experience positively by stating the connection among the physical and operational functions, pragmatic and environmental factors, colours, lighting, arts along with serving the best food cuisines that attracts customers the most. However, in the second question, 1st and 4th manager stated that hotel design is the most important consideration for improving the customer experience within the hotels like Eko Atlantic while, in contrast to this, the 2nd and 3rd manager states the improvement of service quality, introduction of various and offers and staff responsiveness as the primary consideration for enhancing the customer experience and hotel design being the secondary in the star hotels like Eko Atlantic. Gradually, for the third question 4 managers of the Eko Atlantic hotels stated their interior design like expensive models, statement pieces, hardwood floors. The managers stated that the hotel has invested in luxurious simplicity, environmental accent and the power of lighting which had made the hotel efficient for positively impacting customer experience through the hotel design both in aesthetic as well as layout.

Henceforth, the overall study mainly focuses upon the topic of impact of hotel design on the customer experience: case study of Eko Atlantic Hotel and begins with the introduction to the topic along with its background information and organozation’s overview. The aims, objective, research question, rationale and significance of the study is thoroughly mentioned within the research that helps the researcher to make the audience incur the adequate information regarding the research question. The literature review was conducted based on the research question and objectives of the study that describes the contemporary hospitality design and its impact on the competitive advantage, the descriptions of key elements required for the customer experience of the hotel in regards to the new hotel designs, the evaluation of the influence of the new hospitality design upon the customers, determining the strategies for enhancing the new hotel design for the better experience of the customers along with the literature gap. Gradually, research methodology has been conducted using the research onion evaluating the benefits and layers of the study, the positivism research philosophy, deductive research approach and exploratory research design has been used within the study. Moreover, non-probability sampling with 50 employees and 4 managers has been conducted with primary data collection methods as well as with online surveys and personal interviews. Furthermore, finding and data analysis has been determined within the study that is based on both the quantitative and qualitative data that consists of 9 survey questions for 50 employees and 3 interview questions for 4 managers of the hotel. Thus, graphical representation and tables have been provided within the study that has helped in providing the adequate data and information needed for the research. Therefore, the study is thoroughly linked with the objective of the research as well as the research questions and however, the limitation, recommendation and the future scope of the study is asklo mentioned within.

To conclude it can be surely stated that the hotels interiors and exterior design has the major impact upon the customer experience as it helps in attracting the customers with the uniqueness of its architecture and interior designing that the customers appeals for. It even helps in showing the luxury, culture and distinguished feature of the hotels that makes it different from others and thus, the customers and employees feel the satisfaction of being connected with the organization. Moreover, the staff responsiveness, offer introduction and improvement of service quality are included under this hotel designing process as the customer first observes the interior and exterior designing of the premises and then focuses upon the products and services provided by them and hence, this helps in increasing their satisfaction level along with their experience.

5.2 Linking with the objectives
The objective of the overall study prepared in this customer experience assignment is based on the research aim to investigate the impact of the hotel design upon the customer experience, the case study of Eko Atlantic Hotel. The first objective of the research consists of the analysis of the contemporary hotel design and the magnitude to which this could lead to the competitive advantage of the hotel is mentioned within the literature review section. The key elements of the required customer experience of the hotels in regards to its contemporary design has been mentioned with four social and cultural factors like system and service, co construction, multiplicity and value in cultural context, thus fulfilling the second objective. The influence of the contemporary design upn the customer experience has been determined through the implementation of the different functional areas within the firm such as marketing, operations, technology as well as human resources and all of the business strategy, through online survey and interview methods, as a measure to achieve the third objective of the study. Moreover, the strategies for enhancing the contemporary design of the hotel regarding the better experience of the customers has mentioned the theartefacts, space, ambience, amenities as well as the hotel designing are the one of the major themes of the physical environment, which helps in enhancing the experience of the guests within the extensive rates. This aspect of investigation helps in achieving the fourth objective set out for the study.Thus, all of the objectives are thoroughly achieved within the literature review that provide the basic knowledge and importance of the hotel design that helps in enhancing the customer experience.

5.3 Limitation of the study
The above research has been conducted on the basis of primary research methods and however, the research incurs certain limitations that are needed to be resolved. Rather than performing the primary research, the researcher might have been conducted through secondary research methods that are also called desk research which involves the use of already existing data. The existing data is collated and summarised for increasing the entire effectiveness of the research along with including the research materials that are already published within the research reports as well as similar documents. Thus, as opined by Greener, (2018), the secondary data are available from the other sources and would have already been used in the previous research that makes it easier for the researcher to carry out the further research. It is moreover, time saving as well as cost efficient as the datas is already collected by someone and the researchers just use this data within the study for incurring the appropriate outcome and hence, provides the foundation for the project. Furthermore, the study was conducted under a limited monetary budget for which only 50 employees and 4 managers of the Eko Atlantic hotel could have been selected as the sample size and online surveys and interviews were conducted. However, the monetary budget should have been a bit high that would help in selecting more respondents for the surveys and interviews that would have created the opportunity to incur a high amount of information and data that would have served as the adequate outcomes to understand the significance of the hotel design upon the customer experience.

Furthermore, the time limit for the entire research was very short due to which online surveys and interviews were conducted, which led to the lack of variant information and data about the design and structure of the hotel according to the understanding of the respondents and the numbers of employees and managers were also few. Thus, the time limit for the research must be increased so that the survey and interviews could be done face to face as well more numbers if respondent might have been selected to get much higher perspective of data and information regarding the Eko Atlantic Hotel and its significant hotel design that influence the customer and increases the experience and satisfaction level.

5.4 Recommendation
The main focus of the entire study is regarding the impact of hotel design upon the customer experience regarding the case study of Eko Atlantic Hotel and certain description of the hotel has also been mentioned along with the significance of the interior and exterior design that influence the customer behaviours and perception. However, several recommendations have even been imposed on the hotel for the betterment and development such as the adoption of demand control ventilation and the use of CO2 level for operating the demand based system that keeps the indoor clean. As stated by Kirimaet al., (2017. p.285.), functional lighting is also a significant technique which helps the organization for managing the lighting effectively that is based on the combination of different sensors and thus, the lights can be operated when required. This helps in managing the light of car parking, ball rooms, restaurants, bars, conference areas, lobby and other space within the hotel that helps in improving the flexibility along with the reduction of energy consumption and hence, the cost reduction may help the Eko Atlantic hotel to increase their profit margin. Moreover, the management must replace the existing fan with the new model of fan that helps in better ventilation procedures and they must attract the customer and increase their experience even increasing the quality of their service and facilities. As expressed by Taifa and Desai, (2017, p. 11), the new design also demands for the higher attraction as well as the involvement of the public places and thus, it is recommended to improve the hotel’s lobby through redesigning the interior that involves the eye catching quality of decoration along with new structure to the exterior that helps in attracting the customers.

Henceforth, it is advised to adopt the continuous approach of improvement that helps in enhancing the designs as well as the service quality of the hotel in all aspects for the future that could make it as one of the leading hotels within the hospitality industry.

5.5 Future scope of the study
Although the study inculcates each and every aspect related to the hotel design that can improve the customer experience focusing on the Eko Atlantic Hotels but there are certain elements that needs to be addressed in future. Hoover, the future study must contain the secondary research methods along with a high mentor budget and adequate time limit that would help in selecting more respondents for the surveys and interviews along with selecting the article needed for the study. Moreover, apparent from the hotel design, the service quality improvement, staff responsiveness, introduction of offers along with quality foods service should also be discussed in the future study so that it helps in increasing the customer experience.

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