Brand Loyalty and Customer Relationship Management Hilton Hotel

Running head: BUSINESS RESEARCH METHODOLOGY
Brand Loyalty and Customer Relationship Management Hilton Hotel
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1BUSINESS RESEARCH METHODOLOGY
Table of Contents
Assessment Component 1: Literature Evidence review..................................................................3
1. Introduction..................................................................................................................................3
1.1 The domain............................................................................................................................3
1.2 The rationale of the selected topic.........................................................................................3
1.3 The main sources used in the brief........................................................................................4
2. Literature review..........................................................................................................................4
2.1 Concept of brand loyalty.......................................................................................................4
2.2 Factors affecting brand loyalty..............................................................................................5
2.3 Challenges of brand loyalty...................................................................................................5
2.4 Benefits of brand loyalty.......................................................................................................6
2.5 Customer relationship management......................................................................................7
2.6 Factors affecting customer relationship management...........................................................7
3. Conclusion...................................................................................................................................8
References......................................................................................................................................10
Bibliography..................................................................................................................................13
Appendices....................................................................................................................................15
Appendix 1.................................................................................................................................15
Appendix 2.................................................................................................................................16

2BUSINESS RESEARCH METHODOLOGY
Assessment Component 1: Literature Evidence review
1. Introduction
1.1 The domain
In the past, the consumer market have encountered significant changes in business
specially, business-2-customer. Increased competition among the brand has been identified
because of the constantly changing demands and needs of the customers. As mentioned by
Sasmita and Mohd Suki (2015), the brands or the business organizations are focused towards
retaining the existing customers rather than attracting new customers. Hence, business
organizations selling products and services are more indulged in practicing relationship
marketing that influences customer retention by winning them over. According to Zheng et al.
(2015), customers tend to buy products and use services of organizations when a superior brand
name is attached with it. Hence, it has been seen that brand loyalty creates and spreads a positive
spirit amongst the potential customer base. The big brands are more focused towards building a
positive and healthy relationship with the customers as this offer several advantages compared to
attracting new customers each time.
1.2 The rationale of the selected topic
Hilton Hotels is a chain of hotels and resorts operating globally as full service providers
under the flagship of the American multinational company, Hilton. The company was found in
1919 and since then the chain of hotels has more than 500 hotels and resorts operating in almost
85 countries and 6 Union Territories and is considered as luxurious chain of hotels (Hilton.com

3BUSINESS RESEARCH METHODOLOGY
2019). Undertaking the research will be rationalized because this will help in understanding the
how Hilton Hotel have used relationship marketing for building brand loyalty among the
customers across the globe. With such increased competition in the service industry, this
research will help in shedding light on the effective use of customer relationship techniques or
approaches used for building brand loyalty among the customers by critically analyzing the
brand loyalty factors, the benefits and the challenges accordingly (Lee et al. 2015).
1.3 The main sources used in the brief
International Journal of Management Research and Reviews, International Journal of
Contemporary Hospitality Management, Information & Management, Journal of Retailing and
Consumer Services, International Journal of Education and Social Science and Journal of
Consumer Marketing are the journals those have been used for developing the literature review.
Use of these journals helps in developing better understanding about the topic, brand loyalty and
customer relationship management.
2. Literature review
2.1 Concept of brand loyalty
As the term indicates, the loyalty of the customers towards the brand is known as brand
loyalty that is different from that of customer loyalty. As mentioned by Pappu and Quester
(2016), the term brand loyalty is said to be the way a specific brand is perceived by the
customers. Brand loyalty has little to do with price or money of the products or services the
brand is selling and is the distinguishing factor with customer loyalty because it is dependent on
the spending capacity of the target customers. However, as argued by Yeh, Wang and Yieh
(2016), the concept of brand loyalty indicates the mindset of the customers to buy products and