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Consumer Retention of Travelodge Assignment

   

Added on  2021-02-20

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Table of ContentsINTRODUCTION...........................................................................................................................1TITLE:.............................................................................................................................................1Chapter 1: Introduction....................................................................................................................1Background.................................................................................................................................1Statement of research problem....................................................................................................1Research aim...............................................................................................................................2Objective of research...................................................................................................................2Research Questions.....................................................................................................................2Purpose and scope of research ...................................................................................................2Rationale for selection of topic...................................................................................................3Research specification.................................................................................................................3Research Time Line....................................................................................................................3Chapter 2: Literature Review...........................................................................................................5Concept of Social Media.............................................................................................................5Positive as well as negative impact of social media on Travelodge Hotels Limited consumerbase..............................................................................................................................................5Social media influence on improvement in the ratio of consumer retention of TravelodgeHotels Limited.............................................................................................................................5Measures in order to overcome social media negative image on Travelodge Hotels Limitedbrand image.................................................................................................................................6Chapter 4: Data Findings, Analysis and Discussion......................................................................10Chapter 3:.......................................................................................................................................16

Research Methodology:.................................................................................................................16Research Design:.......................................................................................................................16Research approach....................................................................................................................16Data collection methods............................................................................................................17Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................18Reflection..................................................................................................................................18Recommendations.....................................................................................................................18Conclusion.................................................................................................................................19REFERENCES..............................................................................................................................20

INTRODUCTIONTITLE:`“ To evaluate the role that has been played by social media in hospitality industry in orderto attract and retain customers for long period of time”. A Case Study of Travelodge HotelsLimited.Chapter 1: IntroductionBackgroundSocial media plays an key essential role in current world and offer wide range of platformspace with the help of which business organisation can effectively able to gain new heights. Asin this, organisations despite of their size can effectively able to conduct their marketing andpromotion business activities in order to influence large base of customers from wide locations(Ahmad and Musa, 2016). Within hospitality industrial segments hotels can effectively able tostrengthen their online reputation and further can create their attractive reputation inmarketplace. Present research has been conducted on, Travelodge Hotels Limited. Company isoperating their functioning in hospitality industry and was founded in the year 1985.Organisation have managed to be in the list of second largest budget hotel in UK and haveestimated number of more than 40,847 bedrooms. Statement of research problemTravelodge Hotels Limited in recent days in going through the problem which is linkedwith decrease in sales margin ratio and decline in number of customers. Thus, in order toovercome this situation hotel manager communicated with marketing team as to formulate aformative research in order to effectively evaluate current prevailing situation and identifycustomers current taste, preferences and behavior. With the help of this manager of hotel islooking forwards to increase sales ratio of company alongside with rise in customer base of hotelwith the help of which Travelodge Hotels Limited can effectively able to increase theirprofitability and productivity ratios. 1

Research aimThe research aim of present study is “ To evaluate the role that has been played by socialmedia in hospitality industry in order to attract and retain customers for long period of time”. ACase Study of Travelodge Hotels Limited.Objective of researchTo analyse Social Media Concept.To evaluate positive as well as negative impact of social media on Travelodge HotelsLimited consumer base. To identify social media influence on improvement in the ratio of consumer retention ofTravelodge Hotels Limited.To analyse number of measures in order to overcome social media negative image onTravelodge Hotels Limited brand image. Research QuestionsWhat is the Concept of Social Media ?What is the positive as well as negative impact of social media on Travelodge HotelsLimited consumer base?How social media influence on improvement in the ratio of consumer retention ofTravelodge Hotels Limited?What are the measures in order to overcome social media negative image on TravelodgeHotels Limited brand image?Purpose and scope of research Main purpose that has been hold in order to conduct this research is to effectivelyincrease the knowledge on the concept of social media with the help of which hotel caneffectively able to increase their sales ratio as well as customer base. Main scope in order toformulate this investigation is to effectively enlarge the understanding of hospitality industry.With the help of purpose and defined scope organisation is looking forwards to increase theirbusiness operations efficiency as to increase profitability ratio in best effective manner. 2

Rationale for selection of topicMain objective as to select the present topic of research purpose is to widen theunderstanding and knowledge of hospitality industrial segment. As this topic is feasible andhospitality industry is one the leading and fastest growing industrial segment, with the selectionof present topic employees can effectively able to attract large base of customers towardsorganisation and can further able to generate high base profitability. Research specificationIn this present research investigation has been conducted on different types of subsections with the help of which further research can effectively able to conduct. In addition withthis, research covers the aspects of research background. Along with this, there are differenttypes of research questions and objectives covered in this research. With the help of all thesequestions and objectives researcher can able to facilitate further research analyses in besteffective manner. In addition with this research covers the section of literature review as peraccording with the author point of view. Along with this research include the aspects ofmethodology and timescale with the help of which researcher can accomplish their researchfindings in stipulated period of time. Research Time Line3

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