Brand Loyalty and Customer Relationship Management Hilton Hotel

Running head: BUSINESS RESEARCH METHODOLOGY
Brand Loyalty and Customer Relationship Management Hilton Hotel
Name of the Student:
Name of the University:
Author’s Note:

1BUSINESS RESEARCH METHODOLOGY
Table of Contents
Assessment Component 2: Research Design Proposal....................................................................3
Research title...................................................................................................................................3
1. Background of the Research proposal.....................................................................................3
1.1 Background of the industry or the company..........................................................................3
1.2 Problem or the issue identified and the boundaries of the research......................................4
1.3 Significance and rationale of the research.............................................................................5
1.4 Research questions.................................................................................................................5
1.4.1 Main research question...................................................................................................5
1.4.2 Specific research questions.............................................................................................5
1.5 Research objectives and conceptual framework....................................................................6
1.5.1 Research objectives........................................................................................................6
1.5.2 What to be measured and how........................................................................................6
2. Research methodology.................................................................................................................7
2.1 Description of the research design.........................................................................................7
2.1.1 Inductive and deductive..................................................................................................7
2.2 Research strategy...................................................................................................................8
2.3 Research instruments.............................................................................................................9
2.4 Sampling plan........................................................................................................................9

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2.5 Data types and data collection methods...............................................................................10
2.5.1 Sources of data required...............................................................................................10
2.5.2 Research strategies for data collection.........................................................................10
3. Research Proposal-Research Design and Data Analysis...........................................................11
3.1 Analysis of data...................................................................................................................11
3.2 Analysis tool........................................................................................................................11
3.3 Ethics, validity and reliability..............................................................................................12
3.4 Gantt chart...........................................................................................................................12
3.4.1 Time schedule...............................................................................................................12
3.4.2 The Gantt chart.............................................................................................................12
3.5 Expected Research outcomes..............................................................................................12
3.5.1 Expected primary outcome and other significant outcomes.........................................12
3.5.2 Research barriers and limitations..................................................................................13
References......................................................................................................................................14
Bibliography..................................................................................................................................17
Appendix........................................................................................................................................18
Research Onion..........................................................................................................................18

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Assessment Component 2: Research Design Proposal
Research title
The title of the research is brand loyalty and customer relationship management for
Hilton Hotel.
1. Background of the Research proposal
1.1 Background of the industry or the company
Hospitality sector is the most emerging business sectors and have gained huge
recognition over the past few years. Out of the different components of hospitality industry, the
hotels are of interest of studies when it comes to brand loyalty and customer relationship
management. The increased fascination of travelling among the population both different
purposes such as leisure and business have resulted in increased demands of the hotels. This is
because there is necessity to accommodate and fulfill the increased tourist influx when they visit
places. The rise in the number of hotels have increased the competition among the hoteliers
because after all business and profit matters (Kurniawan and Sidharta 2016).
As known, Maldives is one of the most popular and visited tourist destinations around the
world. Tourism is the largest economic industry in Maldives and plays a great role in
contributing towards the economy, foreign exchange and employment sector of the country. In
2015, Maldives had 1.2 million tourist visitors that rose to 1.5 million by the end of 2018. The
number of resorts and hotels in Maldives has risen inexplicably that have given rise to tough
competition among the hoteliers (Shakeela and Becken 2015).

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Hilton Hotel is a chain of hotels and resorts that is a global brand and operates under the
flagship of American multinational hospitality company Hilton. The chain of hotels was found in
1919 and is providing services to the customers for the past century. Currently, the hotel and
chain of resorts operate in more than 20 countries and 6 continents and have 586 hotels
approximately (Hilton.com 2019).
1.2 Problem or the issue identified and the boundaries of the research
Issue in terms of customer relationship management has been identified for this research
that has compromised with the brand loyalty. The chain of hotels and resorts are failing to
establish a positive relationship with the customers visiting them that are resulting in severe
negative consequences on the loyalty of the customers. The customers are not willing to visit the
chain of hotels and resorts in the future. Additionally, the image spread by the existing customers
is also affecting the future and potential customer base because as they are leaving unsatisfied
they are spreading that only. Hilton Hotel is having data about the target customers but they are
unable to take adequate and enough actions due to which the loyalty of the customers towards
the brand name of Hilton Hotel is affected negatively (Pedeliento et al. 2016).
Due to issues with relationship with the customers, the chain of hotels and resorts in
Maldives is encountering severe consequences. Hilton Hotels is losing customers in Maldives
that is affecting their profit and revenue generation compared to others in the destination.
Additionally, the negative image created is becoming difficult to heal for Hilton Hotels because
they have lost the trust that they have on the brand and this is creating an opportunity for others
in the hotel sector in Maldives (Luo, Zhang and Liu 2015).

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1.3 Significance and rationale of the research
Proceeding with this research topic is important because this will help in understanding
the role played by customer relationship management in developing loyalty of a brand needs to
be understood. The factors influencing customer relationship management can be identified
followed by studying their impact on developing successful brand loyalty among the customers.
As a result, the development of brand loyalty in the absence or presence of effective customer
relationship management can be studied accordingly. As known from the information, branding
plays a critical role in influencing customers and this research intends to study the role played by
branding in developing loyal base of customers. Additionally, the research also focuses on
investigating the challenges that emerges in terms of maintaining effective customer relationship
management and how it affects in development of brand loyalty among the customers (Ismail
2017).
1.4 Research questions
1.4.1 Main research question
The primary question of the research is:
 What is the role of brand loyalty and customer relationship management for Hilton
Hotel?
1.4.2 Specific research questions
The specific research questions are:
 What do you mean by brand loyalty and customer relationship management?
 What are the factors influencing customer relationship management in retaining the
customers?