Brand Loyalty in Hospitality

This research project examines strategies to improve brand loyalty in the hospitality industry, specifically focusing on Holiday Inn hotels. It analyzes the concept of brand loyalty, its importance in the hospitality sector, and identifies strategies to enhance customer loyalty. The project utilizes qualitative research methods and thematic analysis to provide insights and recommendations for building a strong brand image and customer retention.

RESEARCH PROJECT

Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Develop research aim and objective.....................................................................................3
1.2 Factors that contribute to the process of research project.....................................................4
1.4 Research Project specifications.............................................................................................4
1.5 Plan and procedure for research specification......................................................................5
Chapter 2: Literature review............................................................................................................5
1.3 Critical review of key references..........................................................................................5
Chapter 3: Research Methodology...................................................................................................6
2.1 Match resource efficiently.....................................................................................................6
2.2 Undertake the research..........................................................................................................7
Chapter 4 : Data analysis and interpretation....................................................................................7
2.3 Record and collect relevant data...........................................................................................7
3.1 Research evaluation technique..............................................................................................9
3.2 Interpretation and analysis....................................................................................................9
Chapter 5: Conclusion and recommendation.................................................................................15
3.3 Recommendation and justify further area...........................................................................15
4.1 Appropriate media to present outcome...............................................................................16
REFERENCES..............................................................................................................................17

In the present era, every business organisation requires such distinctive products and services
which differentiate from its rivals. For meeting this purpose, company produces such
commodities and services that can create an impressive brand image in the market. Organisation
must develop such brand image in the market through which it can earn maximum profitability
and market share. An effective brand loyalty helps organisation in attracting a large number of
customers and increasing profitability. In simple words, it can be said that brand loyalty is the
positive feeling towards a brand and dedication to purchase same product and service again and
again. It is a kind of consumer behaviour pattern where customers become committed towards
particular brand and make repeat purchase repeatatively. In the hospitality sector, it is very
important for organisation to develop an effective brand loyalty so that it can sustain within
competitive business environment for a long time. Present report provides a detailed knowledge
and understanding about the strategies to develop brand loyalty and its significance within
hospitality sector. To address this objective, researcher has used qualitative research technique
along with the thematic analysis. Researcher has focused on several themes in the literature
review and collected information from several authors.
1.1 Developing research aim and objectives
Research Aim
To identify the strategies to improve brand loyalty within hospitality industry: A case study on
Holiday Inn hotel
Research Objectives
 To understand the concept of brand loyalty
 To assess the significance of brand loyalty in Holiday Inn hotel To identify strategies to improve brand loyalty within the hospitality sector
Research Questions
 What is the meaning of brand loyalty?
 What is the importance of brand loyalty within Holiday Inn hotel?
 What are different strategies to improve brand loyalty within hospitality sector?

1.2 Factors that contribute to the process of research project
In the hospitality sector, there is huge competition among organisations as everyone
delivers high quality of accommodation services to customers. Due to tough competition among
corporations, it is quite complex to develop an impressive and high brand loyalty. In order to
identify several criteria and strategies, to make effective brand loyalty within the hospitality
organisation, researcher has selected this research subject. Another reason is huge interest and
curiosity of scholar in the same subject.
1.4 Research project specifications
Research methodology is a significant portion within investigation by which scholar
focuses on actual outcomes of investigation. It consists of various techniques such as approach,
philosophy, research strategy, data collection, analysis, sampling, etc. Researcher has focused on
following techniques in the current investigation- Research strategy- Research technique consists of two method, that is, qualitative and
quantitative. For identifying the strategies to develop brand loyalty within hospitality
sector, scholar has applied qualitative research technique. Approach- Research approach allows individuals to carry out the investigation in an
effective and appropriate manner. Inductive and deductive are major two approaches in
this aspect. Researcher has applied deductive approach for identifying the brand loyalty
strategies within hospitality sector. Research philosophy- Philosophy assists individuals in understanding the issue of
research. Positivism and interpritivism are two kinds of philosophies in the research
methodology. Scholar has applied positivism philosophy in the current investigation for
addressing its objective.
 Data collection- This is one of the most crucial parts within research methodology that
assists scholar in gathering information about subject. Primary and secondary are two
major parts of data collection. Researcher has gathered information about strategies of
brand loyalty with the help of primary source under which survey has been conducted.
1.5 Plan and procedure for research specification
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Design aim and objective of research

Rationale of the study
Literature review
Research methodology
Conduct primary data collection
Collect data from respondents
Interpretation and analysis of
information
Conclusion
Recommendation
Further area
Draft submission
Chapter 2: Literature review
1.3 Critical review of key references
According to the view of Yoshida and James, (2010) Brand loyalty refers to the tendency
of customers for purchasing one brand's product continuously. It is a positive feeling of customer
toward the brand and dedication to purchase the same and service again from the same brand. If
organisation have high brand loyalty then it becomes easy to earn maximum profitability and
market share. In a simple word it can be said that brand loyalty is the habit of always buying a
product with the same name, made by the same organisation.
In the opinion of Yuksel, Yuksel and Bilim, (2010) in the hospitality sector brand loyalty
is very important as it assists to company in attract large numbers of customers toward the
organisation. Brand loyalty helps to the organisation in sustain within the competitive market for
long time and attract large numbers of customers. Once company developed its strong brand
image in the market and impressive brand loyalty then it aids to the organisation earns maximum
profitability and market share in the competitive business environment.
In the opinion of Flint, Blocker and Boutin, (2011) in order to develop strong brand
loyalty in the organisation, company have to focus on the customer requirement and demand. By
fulfil the demand of customers and meet their requirement, organisation can effectively develop

impressive brand loyalty within the market. Every customer desires high and effective quality of
product and services in the affordable price so company should focus on the reasonable price as
well as impressive quality of product and services. With help of survey and effective engagement
with customers, organisation can easily identify the customer requirement, perception and
feedback regarding the product and services. In the contradicting view Yoshida and James,
(2010) stated that brand loyalty creates by invest in an eye catching logo design. Organisation
should create colourful logo design and symbol of the brand that help to attract customers. The
logo and symbol of brand should different from other organisation in the market so as it can
create different image in the competitive business environment. By organise customer loyalty
program, organisation can create effective brand loyalty in the market. Organisation should
provide customer loyalty card to its customers so as it can retain buyers within the organisation
for long time. With help of loyalty program and customer loyalty card, company can provide
seasonal discounts and offers along with product and services.
Chapter 3: Research Methodology
2.1 Match resource efficiently
At the time of conduct investigation, researcher required major three resources such as
time, finance and human resource. In order to initiate several activities such as transportation,
internet cost and printing and stationary, scholar required sufficient fund. Due to lack of finance
it is quite complex to carry out investigation. In addition to this, time is another resource by
which various activities of research can conduct (Lushey and Munro, 2015). If scholar have lack
of time then it is quite complex to accomplish all activities within the specified time. With help
of Gantt chart method, scholar can organise every activities within specific time period.
1 Do you aware about terminology of brand loyalty ?
 Yes
 No
2 Does Holiday Inn hotel have effective brand loyalty within the market of UK ?
 Yes
 No
3 Does Holiday Inn hotel organise any kind of loyalty program ?
 Satisfied
 Neutral

 Dissatisfied
4 Do you agree that brand loyalty helps to organisation in increase profitability and market
share ?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5 Does effective brand loyalty helps organisation to sustain within market for long time ?
 Yes
 No
6 Which strategy mostly helps to organisation in increase brand loyalty ?
 Customer loyalty program
 High quality of product and services
 Discounts
 All of above
7 Does customer loyalty program help to Holiday Inn in increase brand loyalty ?
 Yes
 No
8 Recommend strategy to improve and build brand loyalty within Holiday Inn hotel ?
2.2 Undertake the research
For carry out the research investigation, scholar have selected 20 employees of Holiday
Inn so as information can gather from them. Furthermore, scholar have prepared systematic
questionnaire regarding subject of brand loyalty and sent to 20 employees of venture (Leary,
2016). This is effective strategy to collect information from 20 respondents under which
employees can freely share their views and opinion regarding subject.
Chapter 4 : Data analysis and interpretation
2.3 Record and collect relevant data
Theme 1: Employees aware about terminology of brand loyalty
Do you aware about terminology of brand loyalty ? Frequency
Yes 18
No 2

Theme 2: Holiday Inn hotel have effective brand loyalty within the market of UK
Does Holiday Inn hotel have effective brand loyalty within the market
of UK ? Frequency
Yes 19
No 1
Theme 3: Holiday Inn hotel organise any kind of loyalty program
Does Holiday Inn hotel organise any kind of loyalty program ? Frequency
Satisfied 16
Neutral 2
Dissatisfied 2
Theme 4:Brand loyalty helps to organisation in increase profitability and market share
Do you agree that brand loyalty helps to organisation in increase
profitability and market share ? Frequency
Strongly agree 15
Agree 2
Disagree 1
Strongly disagree 2
Theme 5: Effective brand loyalty helps organisation to sustain within market for long time
Does effective brand loyalty helps organisation to sustain within market for
long time ? Frequency
Yes 17
No 3
Theme 6: Strategy mostly helps to organisation in increase brand loyalty
Which strategy mostly helps to organisation in increase brand loyalty ? Frequency
Customer loyalty program 3
High quality of product and services 2

Discounts 2
All of above 13
Theme 7: Customer loyalty program help to Holiday Inn in increase brand loyalty
Does customer loyalty program help to Holiday Inn in increase brand
loyalty ? Frequency
Yes 18
No 2
3.1 Research evaluation technique
Research evaluation technique helps to researcher in analysing and assessing information.
With help of this technique, investigator can solve the issue of research and find out appropriate
solution of research study. Major two kind of research technique that is formative and
summative. In the present study, formative research evaluation technique have applied for
identify strategy to build impressive brand loyalty within Holiday Inn hotel.
3.2 Interpretation and analysis
Theme 1: Employees aware about terminology of brand loyalty
Yes No
0
2
4
6
8
10
12
14
16
18
20
Frequency

Interpretation and analysis: On the basis of gather data it has assessed that major of respondents
are well aware about terminology of brand loyalty. From 20 respondents it has been found that
18 are well aware about the terminology of brand loyalty. It means, Holiday inn have effective
brand loyalty in the market and its uses effective strategies to build impressive brand loyalty in
the market.
Theme 2: Holiday Inn hotel have effective brand loyalty within the market of UK
Interpretation and analysis: On the basis of collected data in the survey from 20 employees it
has been found that 19 respondents said yes upon the statement that Holiday inn hotel have
impressive brand loyalty in the market. On the other hand only 1 respondent said no upon the
same statement. Thus, from this collected information it has been assessed that Holiday inn have
strong brand image and brand loyalty within market through which it can earn effective
profitability and market share.
Theme 3: Holiday Inn hotel organise any kind of loyalty program
Yes
No

Interpretation and analysis: By this table it has been found that Holiday inn hotel organises
brand loyalty and customer loyalty program for its customer so as they can retain within
organisation for long time. From collected information it has been found that from 20 employees
16 are satisfied with statement that Holiday Inn hotel organise customer loyalty program for its
customers. This customer loyalty program helps to organisation in attract new customer and
retain exiting customer for long time. This also helps in create competitive advantage in the
market.
Theme 4:Brand loyalty helps to organisation in increase profitability and market share
Satisfied
Neutral
Dissatisfied
0 2 4 6 8 10 12 14 16 18
Frequency

Interpretation and analysis: With help of this question in the survey it has been cleared that
brand loyalty helps to Holiday Inn in increasing profitability and market share. If organisation
have effective brand loyalty then it becomes easy to earn maximum revenue and develop strong
brand image in the market. From collected information it has been assessed that from 20
respondents of Holiday Inn hotel, 15 respondents are strongly agreed with statement that Brand
loyalty helps to organisation in increase profitability and market share. On the other hand only 1
respondent are disagreed with the same statement. Thus, from this gathered information
researcher can assessed and analysed that organisation can earn desired profitability and market
share if it has strong brand loyalty in the market.
Strongly agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
Frequency

Theme 5: Effective brand loyalty helps organisation to sustain within market for long time
Interpretation and analysis: By this information it has been found that Holiday inn hotel can
sustain within competitive market for long time by develop effective brand loyalty. As with help
of effective brand loyalty organisation can easily sustain in the market for long time so it is very
important for organisation to develop strong brand image and loyalty within the competitive
market. From 20 respondents, 17 employees of Holiday In hotel said yes on the statement that
Effective brand loyalty helps organisation to sustain within market for long time.
Theme 6: Strategy mostly helps to organisation in increase brand loyalty
Yes
No

Interpretation and analysis: From this question in the survey, it has been assessed that brand
loyalty can develop by various strategies like high quality of product and services, discount,
customer loyalty program etc. On the basis of collected information it has been assessed that
brand loyalty can develop by deliver high quality of product and services to its customers. In
order to develop impressive brand loyalty, company should deliver high quality of product and
services to its customer and meet their requirement regarding items and commodity. In addition
to this, it has been also analysed that by provide effective and seasonal discount, organisation can
develop strong brand loyalty because through which strategy large numbers of customers
automatically attracted toward brand. On the basis of collected information it has been found that
from 20 respondents 13 employees selected last option.
Customer loyalty program
High quality of product and
services
Discounts
All of above

Theme 7: Customer loyalty program help to Holiday Inn in increase brand loyalty
Interpretation and analysis: With help of customer loyalty program, company can retain the
customer for long time and attract new buyers. Customer loyalty program provide attractive
discounts, offers and seasonal benefit to customer along with product and services. Thus, it can
be said that while company offers customer loyalty card and organise customer loyalty program ,
then maximum numbers of customers automatically attracted toward organisation. In the survey
from 20 respondents, 18 respondents said yes upon the statement that customer loyalty program
helps to organisation in increasing brand loyalty. Thus, it can be said that brand loyalty can
develop with help of customer loyalty program.
Chapter 5: Conclusion and recommendation
3.3 Recommendation and justify further area
From this entire research it has been summarised that company can earn maximum
revenue with help of brand loyalty. Brand loyalty helps to business entity in attract large number
of customer and retain existing buyers within organisation for long time. Holiday In hotel can
develop brand loyalty by provide attractive discount and offers along with product and services.
Yes No
0
2
4
6
8
10
12
14
16
18
20
Frequency

By organise customer loyalty program, cited venture can attract customer and develop its
competitive advantage in the competitive market. It should deliver distinctive services and
facilities of accommodation which do not have other brand. Following are some
recommendation to improve brand loyalty in the Holiday Inn hotel-
 Holiday Inn hotel should design its own customer loyalty card through which large
numbers of customer attract. By use of this customer loyalty card, company can offer
discount, voucher benefit, additional points etc (Eid, 2011).
 Holiday inn hotel should use 360 degree feedback from customers so as it can collect
information about existing performance and meet requirement of customers regarding
product and services (Cammarota and Fine, 2010).
4.1 Appropriate media to present outcome

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