logo

A case study on Hilton hotel | Assignment

   

Added on  2021-02-20

26 Pages5641 Words87 Views
Research Project
A case study on Hilton hotel | Assignment_1
ContentsTASK 1....................................................................................................................................................3Research aim: .......................................................................................................................................3Research objectives: .............................................................................................................................3Research questions ...............................................................................................................................4Research rationale.................................................................................................................................4LITERATURE REVIEW..............................................................................................................................4RESEARCH METHODOLOGY...................................................................................................................6RESEARCH PLAN.....................................................................................................................................8Timeline ............................................................................................................................................8TASK 2....................................................................................................................................................92.1 Matching of resources efficiently to the research question or hypothesis......................................92.2 RESEARCH METHODOLOGY...........................................................................................................10Research Method............................................................................................................................10Research Philosophy........................................................................................................................10Research Approach..........................................................................................................................10Research Design...............................................................................................................................10Data Collection................................................................................................................................11Sampling..........................................................................................................................................11Data Analysis....................................................................................................................................11Timeline...........................................................................................................................................112. 3 RESEARCH FINDINGS.....................................................................................................................123.1 SUMMATIVE AND FORMATIVE RESEARCH.....................................................................................193.2 RESEARCH FINDINGS.....................................................................................................................20Theme 1 : Yes, maximum number of respondents know about loyalty programs which exist in hospitality sector.................................................................................................................................203.3 Conclusion and Recommendation.................................................................................................22CONCLUSION ......................................................................................................................................22RECOMMENDATION............................................................................................................................234.1 Outcomes of research....................................................................................................................24REFERENCES.........................................................................................................................................25
A case study on Hilton hotel | Assignment_2
TASK 1Research title: To investigate the influence of loyalty programs on customer satisfactionand 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 programson 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.
A case study on Hilton hotel | Assignment_3
To assess association between loyalty card programs and Hilton’s customer retentionlevel. To identify relationship between Hilton’s loyalty program and customer satisfaction. To recommend ways to Hilton through which customer’s satisfaction and retentionlevel can be enhanced. Research questions Does Hilton’s loyalty programs have influence on customer satisfaction and loyaltyaspects? What is the association between loyalty card programs and Hilton’s customerretention level?What is the relationship between Hilton’s loyalty program and customer satisfaction?What strategies and measures are recommended to Hilton through which customer’ssatisfaction and retention level can be enhanced?Research rationaleThis research will help in effectively evaluating the impact of loyalty programs oncustomer satisfaction and retention. This research is conducted for academic purpose andpersonal interest which helps in bridging the gap on the particular subject matter andeffectively gain insight to gain in depth understanding. This study will help in identifying therelationship between Hilton’s loyalty program and customer satisfaction and necessaryrecommendation thereto. LITERATURE REVIEW(Magatef and Tomalieh, 2015) investigated that, customer loyalty and retention is oneof the most crucial task for the hospitality industry. This helps in retaining prospectivecustomers which leads to higher sustainable growth and development. Loyalty programshelps in attracting new customers and also leads to higher retention rate. Loyalty programsmainly comprise of personalized reward program, Exclusive membership, effectivetechnology, welcome gift, discount pricing, loyalty points, etc. it is an effective marketingstrategy to retain customers which eventually leads to organization’s success. . (Bahri-
A case study on Hilton hotel | Assignment_4
Ammari and Bilgihan, 2019) sought to analyse the fact that, loyalty programs is an effectivestrategy which helps hospitality industry in attracting, retaining and satisfying their customersin an efficient manner. These loyalty programs helps customer to show loyalty towards aspecific 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 preventingclientele to move from other brand and also leads to future growth and development. Offeringgreat services to the customer leads helps in retaining valuable customers. (Miranda, 2018) said that, to assess association between loyalty card programs andHilton’s customer retention level will lead organization to higher sustainable growth anddevelopment of the business. Loyalty program is an effective way to encourage the repeatbusiness 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 theprofit of the company at an higher level. This eventually helps in receiving more money bykeeping the current customer base. It is a cost effective method which leads to higherprofitability for the Hilton group. (Yoo, Bai and Singh, 2018, June) sought to analyse the factthat, customer loyalty programs helps in giving personalized experience, save money,increase revenue by effectively attracting higher customer base. (Magatef and Tomalieh,2015) established the fact that, loyalty programs helps in making easy and effectivecommunication network between the customers with the help of social media, email andvarious other tracking software to track the preference of the customers. An effective loyaltyprograms helps in retaining prospective customers. (Rahimi and et.al., 2017) established the fact that, Hilton focuses on providingeffective loyalty card programs which offer customized points and air miles to the customer.Hilton company focuses on being flexible and providing personalized services to thecustomers for higher customer satisfaction and retention. It focuses on direct booking facilitywhich makes it more convenient and easy for the customers. (Lopes, 2016) investigated andestablished the fact that, there is a positive relationship between effective loyalty programsand customer retention. It states that attractive loyalty programs will help Hilton company inretaining prospective customers and enhance higher customer base. An excellent loyaltyreward programs helps in equalizing the customer satisfaction by offering wide range ofservices to the guest.
A case study on Hilton hotel | Assignment_5
(Philander, Raab and Berezan, 2016) sought to determine thefact that, there are various strategies which helps in enhancing the loyalty program for theHilton company to maintain a competitive advantage. Integration of advanced technologyhelps in making booking process easy and also innovating various ways in order to provideconsistent 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 thebest recommendation which helps in gaining customer loyalty and trust. (Sota, Chaudhry andSrivastava, 2019) established the fact that, hotel loyalty card will help in earning points whichcan be used in future for discount and can also avail various other services. These rewardpoints helps in building long term trust for customers. Frequent feedbacks and propercommunication channels helps in higher customer satisfaction and retention. (Yoo, Bai andSingh, 2018, June) sought to analyse the fact that, tailoring loyalty programs like VIPprograms helps in retaining customers for higher operational efficiency and productivity.(Kandampully, Zhang and Bilgihan, 2015.) said that, integration of various loyalty programsand better reviews helps in creating better goodwill and brand image for the company. Aneffective loyalty programs leads to higher customer base, higher profit, etc. which enhancethe growth capability of the company. RESEARCH METHODOLOGYResearch methods:Research methods is an effective tool which helps in gaining information in aneffective and efficient manner without any delay. It helped in collecting data with utmostefficiency and productivity. It can be further classified into quantitative research methods andqualitative research methods (Kumar, 2019). The researcher of this study will opt forqualitative research methods which helps in providing in- depth description using non-mathematical data. This method is based on grounded theories, case study, ethnographicmodel, observation, focus group, narrative model, individual interview and historical model. Research philosophy:
A case study on Hilton hotel | Assignment_6

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Influence of Loyalty Programs on Customer Satisfaction and Retention in Hospitality Sector: A Study on Hilton
|10
|2127
|86

Influence of Loyalty Programs on Customer Satisfaction and Retention in the Hospitality Sector: A Study on Hilton
|12
|537
|27

Customer Satisfaction in Hospitality Sector (DOC)
|10
|2051
|329

Impact of Recent Changes on Customer Satisfaction in UK Hospitality Industry
|14
|4000
|20

Influence of Brand Loyalty on Consumer Buying Behaviour in the Hospitality Sector
|8
|1203
|77

Customer Retention Policy and Satisfaction Level - A Case Study of Hilton Park Lane London
|36
|7483
|50