Contents TASK 1....................................................................................................................................................3 Research aim:.......................................................................................................................................3 Research objectives:.............................................................................................................................3 Research questions...............................................................................................................................4 Research rationale.................................................................................................................................4 LITERATURE REVIEW..............................................................................................................................4 RESEARCH METHODOLOGY...................................................................................................................6 RESEARCH PLAN.....................................................................................................................................8 Timeline............................................................................................................................................8 TASK 2....................................................................................................................................................9 2.1 Matching of resources efficiently to the research question or hypothesis......................................9 2.2 RESEARCH METHODOLOGY...........................................................................................................10 Research Method............................................................................................................................10 Research Philosophy........................................................................................................................10 Research Approach..........................................................................................................................10 Research Design...............................................................................................................................10 Data Collection................................................................................................................................11 Sampling..........................................................................................................................................11 Data Analysis....................................................................................................................................11 Timeline...........................................................................................................................................11 2. 3 RESEARCH FINDINGS.....................................................................................................................12 3.1 SUMMATIVE AND FORMATIVE RESEARCH.....................................................................................19 3.2 RESEARCH FINDINGS.....................................................................................................................20 Theme 1 : Yes, maximum number of respondents know about loyalty programs which exist in hospitality sector.................................................................................................................................20 3.3 Conclusion and Recommendation.................................................................................................22 CONCLUSION......................................................................................................................................22 RECOMMENDATION............................................................................................................................23 4.1 Outcomes of research....................................................................................................................24 REFERENCES.........................................................................................................................................25
TASK 1 Research title:To investigate the influence of loyalty programs on customer satisfaction and retention with regards to hospitality sector: A study on Hilton Research aim: “The aim behind conducting present study is to assess the impact of loyalty programs on customer satisfaction and retention in the context of Hilton.” Research objectives: As per the above aim following objectives have been drafted: To develop understanding about loyalty programs exist in hospitality sector.
To assess association between loyalty card programs and Hilton’s customer retention level. To identify relationship between Hilton’s loyalty program and customer satisfaction. To recommend ways to Hilton through which customer’s satisfaction and retention level can be enhanced. Research questions Does Hilton’s loyalty programs have influence on customer satisfaction and loyalty aspects? WhatistheassociationbetweenloyaltycardprogramsandHilton’scustomer retention level? What is the relationship between Hilton’s loyalty program and customer satisfaction? What strategies and measures are recommended to Hilton through which customer’s satisfaction and retention level can be enhanced? Research rationale This research will help in effectively evaluatingthe impact of loyalty programs on customer satisfaction and retention. This research is conducted for academic purpose and personal interest which helps in bridging the gap on the particular subject matter and effectively gain insight to gain in depth understanding. This study will help in identifying the relationship between Hilton’s loyalty program and customer satisfaction and necessary recommendation thereto. LITERATURE REVIEW (Magatef and Tomalieh, 2015) investigated that, customer loyalty and retention is one of the most crucial task for the hospitality industry. This helps in retaining prospective customers which leads to higher sustainable growth and development. Loyalty programs helps in attracting new customers and also leads to higher retention rate. Loyalty programs mainlycompriseofpersonalizedrewardprogram,Exclusivemembership,effective technology, welcome gift, discount pricing, loyalty points, etc.it is an effective marketing strategy to retain customers which eventually leads to organization’s success.. (Bahri-
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Ammari and Bilgihan, 2019) sought to analyse the fact that, loyalty programs is an effective strategy which helps hospitality industry in attracting, retaining and satisfying their customers in an efficient manner. These loyalty programs helps customer to show loyalty towards a specific brand which leads to higher growth and success. (Kandampully, Zhang and Bilgihan, 2015.) sought to determine the fact that, an effective loyalty programs helps in preventing clientele to move from other brand and also leads to future growth and development. Offering great services to the customer leads helps in retaining valuable customers. (Miranda, 2018) said that, to assess association between loyalty card programs and Hilton’s customer retention level will lead organization to higher sustainable growth and development of the business. Loyalty program is an effective way to encourage the repeat business by increasing the customer by attracting new and retaining old customers. (Bahri- Ammari and Bilgihan, 2019) investigated that, loyalty card programs helps in boosting up the profit of the company at an higher level. This eventually helps in receiving more money by keeping the current customer base. It is a cost effective method which leads to higher profitability for the Hilton group. (Yoo, Bai and Singh, 2018, June) sought to analyse the fact that, customer loyalty programs helps in giving personalized experience, save money, increase revenue by effectively attracting higher customer base. (Magatef and Tomalieh, 2015) establishedthe factthat,loyaltyprogramshelpsin makingeasy andeffective communication network between the customers with the help of social media, email and various other tracking software to track the preference of the customers. An effective loyalty programs helps in retaining prospective customers. (Rahimi and et.al., 2017) established the fact that, Hilton focuses on providing effective loyalty card programs which offer customized points and air miles to the customer. Hilton company focuses on being flexible and providing personalized servicesto the customers for higher customer satisfaction and retention. It focuses on direct booking facility which makes it more convenient and easy for the customers. (Lopes, 2016) investigated and established the fact that, there is a positive relationship between effective loyalty programs and customer retention. It states that attractive loyalty programs will help Hilton company in retaining prospective customers and enhance higher customer base.An excellent loyalty reward programs helps in equalizing the customer satisfaction by offering wide range of services to the guest.
(Philander, Raab and Berezan, 2016) sought to determine the fact that, there are various strategies which helps in enhancing the loyalty program for the Hilton company to maintain a competitive advantage. Integration of advanced technology helps in making booking process easy and also innovating various ways in order to provide consistent and seamless services to the customers. (Magatef and Tomalieh, 2015) argued that, prioritizing the services and giving the best exceeding customer expectations is one of the best recommendation which helps in gaining customer loyalty and trust. (Sota, Chaudhry and Srivastava, 2019) established the fact that, hotel loyalty card will help in earning points which can be used in future for discount and can also avail various other services. These reward points helps in building long term trust for customers. Frequent feedbacks and proper communication channels helps in higher customer satisfaction and retention. (Yoo, Bai and Singh, 2018, June) sought to analyse the fact that, tailoring loyalty programs like VIP programs helps in retaining customers for higher operational efficiency and productivity. (Kandampully, Zhang and Bilgihan, 2015.) said that, integration of various loyalty programs and better reviews helps in creating better goodwill and brand image for the company. An effective loyalty programs leads to higher customer base, higher profit, etc. which enhance the growth capability of the company. RESEARCH METHODOLOGY Research methods: Research methods is an effective tool which helps in gaining information in an effective and efficient manner without any delay. It helped in collecting data with utmost efficiency and productivity. It can be further classified into quantitative research methods and qualitative research methods (Kumar, 2019). The researcher of this study will opt for qualitative research methods which helps in providing in- depth description using non- mathematical data. This method is based on grounded theories, case study, ethnographic model, observation, focus group, narrative model, individual interview and historical model. Research philosophy:
Research philosophy is an effective method which states that the data should be gathered in a systematic manner. It helps in collecting the data with the help of various sources. It can be further classified into pragmatism, realism, positivism and interpretivism research philosophy. The researcher of this study will opt for and interpretivism research philosophy, which take into consideration human interest and knowledge into the study for gaining wide knowledge on the particular subject matter. Research approach: Research approach is an effective pan and procedure and assumptions for detailed analysis on the subject matter. Research approach can be further classified into inductive and deductive approach. The researcher of this study will opt for inductive research approach which helps them in generating new emerging theories from the data. Research design: Researchdesign isa framework which combines various different components into the research to solve the research problem in a logical manner. The research design is free from biasness and is generalized. This will help in collecting reliable and valid data to achieve common aim and objectives. The research design can be further classified into descriptive, correlation and exploratory. The researcher of this study will opt for exploratory research design which helps in finding solution to all research questions by gaining in- depth knowledge on the impact of loyalty programs on customer satisfaction and retention. Data collection: Datacollectionisaneffectivemethodwhichhelpsincollecting,gathering, measuring, analysing and evaluating the data collected from different sources (Silverman, 2016). It can be further classified into primary source and secondary source of data collection. The researcher of this study will opt for both primary and secondary source of data collection which mainly comprises of questionnaire, interview, case study, focus group, sample, observation, experiment, etc. Sampling:
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Sampling means a sample size is selected from large number of population which helps in carrying out the further research study and gain knowledge and understanding. It can be further classified into random, clustered, systematic, sampling. The researcher of this study will opt for simple random sampling where 20 senior managers of Hilton group will be selected to carry out further research and achieve aim and objectives. Data analysis: Data analysis is an effective process which helps in inspecting, transforming and modifying the data collected for effective results and outcome. The researcher of this study will opt for qualitative research method where thematic analysis will be used for more in- depth knowledge and insight. RESEARCH PLAN Timeline Activities/ weeks 1234567891011121314 Selectionof research topic or idea Framing researchaim& objectives Developing brief research outline DoingLRfor the attainment of objectivesvia secondary sources Identification& selectionof research methods Designing questionnaire for primarydata collection Sending questionnaireto theselected respondentsfor gathering primary data set Arrangingand
analysing gathered data set Concluding findings Doing formatting Taking feedback from tutor Doingchanges andfinal submission TASK 2 2.1 Matching of resources efficiently to the research question or hypothesis. Research AspectsResources used Accessibility IssuesFoe gathering of proper, accurate and relevant data researcher has to face many issues regarding it. For successful completion of the research project, it is very important to have better collection of data from different sources and websites. For overcoming this issues, researcher has taken prior approval from the website owner by subscribing it or taking password for seeking access to relevant data. Cost IssueFor conducting research study, it is very important to have financial resources. Researcher has to face financial constraints which has hampered the overall research study (Manhas and Tukamushaba, 2015). Though researcher has to incurred small cost expenses for this research project but because of limited availability it has to rely on project reports, journals, articles of the other researcher and scholars for completing own research study. Data Collection and analysis process Data has to be gathered in effective manner by using both the primary and secondary sources as per the subject matter. For overcoming the issue related to analysis of this research project,
thematic analysis has been used by researcher. For performing Hypothesis testResearch project is based on different methodologies, concepts, philosophies, approaches and designs. At the time of conducting ofanytypeofresearchwhetherQualitativeresearchor Quantitative one, use of correct methodology can help in its successful completion. Literature review has been made for better understanding of research project and for conducting of hypothesis test. 2.2RESEARCH METHODOLOGY It is a process with the help of which researcher has been able to undertake research project by making use of different methods, concepts and principles. Research Method This part of research study help researcher in conducting research project in an effective manner. It assists researcher in gaining relevant data for research project. Research methods are of two types viz. Quantitative research and Qualitative research method. For this research study, researcher has been using qualitative research method for providing better and correct description of the data gathered. This method has been used as it relates to the research topic focusing on different theories, case study, observation, focus group, individual interview and historical model. Research Philosophy It is a method which depicts that data has to be gathered in a systematic manner with the help of various available sources. Are basically of two types of research philosophy i.e. Interpretivism and Positivismusedforcompletingresearchproject(Flick,2018).Researcherhasbeenusing Interpretivism philosophy as it emphasizes on better analysis of qualitative facts and concepts. Also, it considers human interest and knowledge for completing study and gaining wide knowledge of the particular subject matter.
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Research Approach Approaches are of two types i.e. Inductive & Deductive research approach. Deductive research approach is based on formulation of hypothesis essential for conducting quantitative research. Inductive approach focuses on making of effective observation about the subject matter. It also deals with the theoretical aspects of research topic. The researcher has been using Inductive approach for completing this research project as it deals with the theoretical aspects of the research study. The researcher for successful completion of this study has been opted for inductive research approach which has helped in generating of the new and emerging theories from the data gathered. Research Design For successful completion of this research study, Descriptive research design has been used by the researcher. Research design are of two types viz. Exploring and Descriptive one. Researcher has been emphasising on Descriptive research design as it provides deep insight about analysis of the research study making research complete in an easy manner and to understand as well. Also, it has helps in evaluating accurate solution to all research questions by making proper research. Data Collection Data collection is defined as a process of collecting or gathering of data in a raw form with the help of different sources. Data can be collected from both the primary and secondary source. The researcher with the aim of completing this research study has been using both sources of data collection viz. primary and secondary. It mainly comprises journals, articles, questionnaire, interview, sample, observation, experiment, etc. Focused has been made for collecting data related to research project from the 20 senior managers of Hilton group. Sampling For undertaking a research study, collection of appropriate data from large population is not possible for researcher, therefore sampling method is used. Sampling is a process of selecting a sample from the population of large number. Sampling has been classified as Random, Purposive, Non-probability types. The researcher has been using Purposive sampling technique for collecting sample related to research study. Sample has been collected from 20 senior managers of Hilton group which assists in carrying on furtherresearch projectthereby achieving setdefined aims and objectives. Data Analysis Data gathered has to be analysed effectively for making use of it. Researcher has been using Thematicmeans for analyzing data correctly (Braun and et.al., 2019). It has helped researcher in presenting accurate outcome along with better interpretation of the data collected.The researcher has
been opting for qualitative research method where thematic analysis has been thus used for providing deep insight about the subject matter. Timeline Activities/ Week 1234567891011121314 Research topic selection Designing of aims and objectives Undertaking of Literature Review Research Method selection Collection of Data Analysis of Data Discussion Conclusion and Recommenda tion Modifying file as per client feedback Final Submission
2. 3 RESEARCH FINDINGS QUESTIONNAIRE 1. Do you know about loyalty programs which exist in hospitality sector? Yes No 2. Do you think loyalty programs helps in influencing the behaviour of the customers? Agreed Strongly agreed Disagreed Strongly disagreed Neutral 3. What according to you are the best loyalty programs offered by hospitality industry? Personalized reward program Exclusive membership Welcome gift Discount pricing and loyalty points 4. Do you think loyalty card programs leads to higher customer satisfaction and retention? Agreed Strongly agreed Disagreed Strongly disagreed Neutral 5. Do you think consumer engagement with Hilton is directly associated with the loyalty programs? Yes No Maybe 6.Do you agree with the fact that loyalty programs helps hospitality industry in future growth and maintaining competitive advantage? Agreed Strongly agreed
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Disagreed Strongly disagreed Neutral 7. What recommendations would you suggest for higher customer satisfaction and retention? Tailoring loyalty programs continuously. Frequent feedbacks Delivering best goods and services Integration of advanced technology Theme 1 :Yes, maximum number of respondents know about loyalty programs which exist in hospitality sector. PARTICULARSFREQUENCY Yes11 No9 Theme 2 :Strongly agreed,loyalty programs helps in influencing the behaviour of the customers. Yes No
PARTICULARSFREQUENCY Agreed5 Strongly agreed7 Disagreed3 Strongly disagreed2 Neutral3 Theme 3 :Personalized reward program is the best loyalty programs offered by hospitality industry. PARTICULARSFREQUENCY Personalized reward program8 Exclusive membership4 Welcome gift3 Discount pricing and loyalty points5 Agreed Strongly agreed Disagreed Strongly disagreed Neutral 0 1 2 3 4 5 6 7 FREQUENCY
Theme 4 :Strongly agreed, loyalty card programs leads to higher customer satisfaction and retention. PARTICULARSFREQUENCY Agreed5 Strongly agreed6 Disagreed3 Strongly disagreed2 Neutral4 Personalized reward program Exclusive membership Welcome gift Discount pricing and loyalty points
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Theme 5 :Yes,consumer engagement with Hilton is directly associated by the loyalty programs. PARTICULARSFREQUENCY Yes9 No5 May be6 Agreed Strongly agreed Disagreed Strongly disagreed Neutral Yes No May be 0123456789 FREQUENCY
Theme 6 :Strongly agreed,loyalty programs helps hospitality industry in future growth and maintaining competitive advantage. PARTICULARSFREQUENCY Agreed4 Strongly agreed8 Disagreed3 Strongly disagreed2 Neutral3 Theme 7 :Delivering best goods and services and Frequent feedbacks is an efefctive recommendation for higher customer satisfaction and retention. PARTICULARSFREQUENCY Tailoring loyalty programs continuously.3 Frequent feedbacks6 Delivering best goods and services7 Agreed Strongly agreed Disagreed Strongly disagreed Neutral
Integration of advanced technology4 3.1 SUMMATIVE AND FORMATIVE RESEARCH Research techniques are of two types viz. Summative and Formative one. Summative research is a process of research which assist in evaluating the overall outcome which has been derived from the completion of research made. Also, known as Conclusion Research which is done basically at the research project ending thereby assist in determining the success level. It is the best suitable for Quantitative research type as it considers survey analysis, comparison of data with specific step by step procedure. On the other hand, Formative research technique deals with the explanatory part of research project and is performed mostly at the initial level of research study for providing proper guidance (Le Thai Hung and Ha, 2019). For Qualitative research, formative method of research technique is better as it provides deep insight about the subject matter of the research providing better understanding about the research related problems and its solutions as well. Tailoring loyalty programs continuously. Frequent feedbacks Delivering best goods and services Integration of advanced technology
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3.2 RESEARCH FINDINGS Theme 1 : Yes, maximum number of respondents know about loyalty programs which exist in hospitality sector. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 11 respondents sought to agree on the fact and established that they are aware about the loyalty programs offered by the hospitality industry. They said that, it is an effective reward program offered by the organization to the customers. They said that loyalty programs helps in maintaining the prospective customers. It helps comopany in increasing the revenue and boosting up the profits of the company. As supported by literature review, loyalty programs helps in incraese customer satisfaction and retention. It helps in evaluating customer trends and data with effective customer communication. Remaining 9 participants did not agree on this theme and said that, loyalty programs leads to market saturation, excessive contacts, privacy concen and spam. It is difficult to pinpoint the p[rospective customers and evaluate their behaviour. Theme 2 : Strongly agreed,loyalty programs helps in influencing the behaviour of the customers. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 12 (5+7) managers sought to agree on the fact that, loyalty programs helps in influencing the behaviour of the customers. Attractive discounts, services and offers influence the behaviour of the customers which helps them save more money. Attractiuve services, loyalty points and rewards cathch attention of the customers at a large scale which helps company in catering higher customer base. Other 5 (3+2) participants sought to establish the fact that, loyalty programs do not influence the behaviour of the customers because consumer behaviour change according to their prefernce nad trend. They will get attracted for more experienced journey. If the loyalty programs do not comply with the consumer prefernce and behaviour it is of no use. Remaining 3 respondents were neutral about this theme and did not give any clear judgment. Theme 3 : Personalized reward program is the best loyalty programs offered by hospitality industry. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 8 managers said that, Personalized reward program is an effective loyalty programs which gives customers customized services according to their
needs and prefernce. They said that this loyalty program helps in attracting more customers and retaining new. It leads to higher customer satisfaction and retention. Other 5 participants established the fact that, attractive discount pricing and loyalty points helps customer get huge discount at a very affordable proce. This attracts large nmber of customers from across the globe which leads to hgher customer base and profitability. Other 4 participants sought to establish the fact that, exclusive membership helps customers experience great deals and offers. Remaining 3 individulas said that Welcome gift helps customer feel more welcomed and leads to efefctive hotel experience. Theme 4 : Strongly agreed, loyalty card programs leads to higher customer satisfaction and retention. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 11 (5+6) managers said that,loyalty card programs leads to higher customer satisfaction and retention. It helps in attracting large number of custiomers and gives graet deal to the customers. Loyalty card programs also helps in offering great servicestothecustomerswhicheventuallyleadsto highercustomersatisfactionand retention. Other 5 (3+2) participants sought to establish the fact that, loyalty card programs does not lead to higher customer satisfaction and retention.Customersprefernce and behaviour change according to the current trends and if the company is not following the trend and are not offering the same services, it might leads to lower customer satisfaction and retention. Remaining 3 respondents were neutral about this theme and did not give any clear judgment. Theme 5 : Yes,consumer engagement with Hilton is directly associated by the loyalty programs. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 9 managers said that, consumer engagement with Hilton is directly associated by the loyalty programs. It offers wide range of personalized services, discount offers, wide range of facilities in order to attract customers from acros the globe. It helps Hilton company in reatining prospective xcustomers and creating new by offering attractiveschemes.Other5participantssoughttoestablishthefactthat,consumer engagement with Hilton is not directly associated by the loyalty programs because they offer reward programs only to their regular customers. Remaining 6 respondents were not sure about this theme and did not give any clear judgment.
Theme 6 : Strongly agreed,loyalty programs helps hospitality industry in future growth and maintaining competitive advantage. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 12 (8+4) managers said that, loyalty programs enhance the performance and productivity of the business. Hospitality industry offers wide range of loyalty programs to the customers which eventually leads to future growth and success. Effective loyalty programs helpsHospitality industry in maintaing a competitive advantage which leads to higher profitability and customer base. Other 5 (3+2) participants sought to establish the fact that, loyalty programs does not help hospitality industry in future growth and maintaining competitive advantage because attractive discounts and loyalty points leads to lower profitability for teh business and higehr revenue for its competitors. Remaining 3 respondents were neutral about this theme and did not give any clear judgment. Theme 7 : Delivering best goods and services and Frequent feedbacks is an effective recommendation for higher customer satisfaction and retention. Interpretation:From the above conducted research from 20 senior managers of hilton group, it has been examined that, 13 (6+7) managers said that, offering experience products and services to the customers according to their needs and prefernce helps in attracting large number of customers. Offering wide range of products and services which fulfill the needs and requirements of the clients at an affordable price helps in higher customer satisfaction and retention. Frequent feedback and reviewing the services helps feel customers valued and also helps them in giving better customer services. This leads leads to higher customers satisfaction for Hilton group. Other 4 participants sought to establish the fact that,Integration of advanced technology into the hospitality indutry helps in attracting customers from across teh globe which leads to higehr customer base. As supported by literature review, advanced technology helps in easy booking and makes it convenient and easy for the customers. Remaining 3 respondents said that, Tailoring loyalty programs continuously helps in delivering best services according to the current market trends of the customers. This leads to higher customer satisfaction and retention. 3.3 Conclusion and Recommendation CONCLUSION From the above research project it can be concluded that customer satisfaction can be get affected by the loyalty programs as undertaken by the hospitality sectors. By having good quality services and products, the satisfaction level of customer increase on its own thereby leading to increase in the customer base. It has been assessed that loyalty and retention factor
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of customer are the most important features for every hospitality business firm. By having continuous market survey and analysis of customer demand, Hilton has been able to meet its customer expectations. It has been determined that Hilton has been focusing on making its services more flexible and personalized for the betterment of its customers for achieving higher customer satisfaction and retention ratio. It also emphasizes on facilities such as direct booking via mobile or internet which has resulted in making it more convenient and easy for its customers. By making use of factors such as Integration of advanced technology and other innovating ways like self service has resulted in making booking process more easy for its customers. It has led to making it more consistent and seamless services to the customers. Loyalty can help Hilton in creating brand image, better profitability along with highly satisfied customer base. With good brand image among its customers and in the market, Hilton has been able to make goodwill and has also acquired high market share. With high market value, Hilton has been able to achieve high success and growth in the competitive market over a short time frame. RECOMMENDATION In every hospitality sector, having high customer base and retention can help in achieving better productivity and performance. It is recommended that by rendering quality and standard services it will have impact on the overall retention and customer satisfaction level. Following are the recommendation with the help of which Hilton can make more profit: By delivery high quality services and products at affordable prices to its customer can helpHiltoninmakinghighcustomerbaseandcanalsoimproveitsoverall profitability level. By formulating sound and effective business policies, standards and concepts related to maintenance of standards and quality in its business operations and performance will help in making good brand image. SeekingmarketopportunitiesoncorrecttimecanhelpHiltoninmeetingits customer's expectations making their satisfaction level high. By conducting market survey and assessment of current customer demand and needs, can help Hilton in taking competitive advantage (Watson and et.al., 2015). Bytakingfeedbacks,reviewandsuggestion,itcanhelpHiltoninmaking improvement in its business operations and performance level. Also, by understanding
the customer experience regarding its own service and product can help in making productivity more better and effective. By preparing proper plans, formulation of strategies and policies Hilton can achieve high productivity and profitability as well. Also, with the use of globalized economy nature Hilton can make use of advanced techniques, technologies, capital resources for expanding its business operations in the global market. Further will assist Hilton in seeking competitive advantages. 4.1 Outcomes of research. Enclosed in PowerPoint presentation.
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Rahimi, R and et.al., 2017. Customer relationship management research in tourism and hospitality: a state-of-the-art.Tourism review.72(2). pp.209-220. Silverman, D. ed., 2016.Qualitative research. Sage. Sota, S., Chaudhry, H. and Srivastava, M.K., 2019. Customer relationship management research in hospitality industry: a review and classification.Journal of Hospitality Marketing & Management, pp.1-26. Styles, D., Schoenberger, H. and Galvez - Martos, J. L., 2015. Water management in the European hospitality sector: Best practice, performance benchmarks and improvement potential.Tourism Management. 46. pp.187-202. Watson, G. F. and et.al., 2015. Building, measuring, and profiting from customer loyalty.Journal of the Academy of Marketing Science. 43(6). pp.790-825. Yoo, M.M., Bai, B. and Singh, A., 2018, June. LOYALTY PROGRAM EFFECTIVENESS: INVESTIGATINGTHEEVOLUTIONOFBEHAVIORALLOYALTYAND CUSTOMER LIFETIME VALUE OVER TIME. In8th ADVANCES IN HOSPITALITY AND TOURISM MARKETING AND MANAGEMENT (AHTMM) CONFERENCE(p. 262). Online SummativeandFormativeresearchtechniques.2019.[Online].Availablethrough: <https://yeelingwangblog.wordpress.com/2017/01/16/summative-research/>.