Impact of Covid 19 on Customer Satisfaction and Retention in UK Hospitality Industry: A Study on Sheraton Hotel

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
MODULE CODE:
INTAKE/SEMESTER:
ASSESSMENT TITLE: Research Project Proposal
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STUDENT ID: (London Met)
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STUDENT NAME:
SUBMISSION DEADLINE: 019
I declare that all material in this assignment is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the
College statement on Plagiarism and Academic Integrity on the College Student Handbook
provided at Induction.
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should be submitted in electronic format via college systems on or before the submission deadline. The
e-submission system will not allow late submissions. By submitting this assignment and cover sheet
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ResearchProposal (HM Top-Up)- Autumn2021

LT6P19GN: Research Methods and Project
Research Topic/ Research Question:
To identify the impact of Covid 19 on customer satisfaction and retention on UK hospitality industry.
1. INTRODUCTION.
Research Background:
In recent era it is very important for the company to satisfy their customer in greater manner as it helps
in increasing the customer retention rate of the organisation. Customer satisfaction can be defined as
the measurement tool which helps the organisation to identify how happy the buyer is with the product
and service avail by them. On the other hand customer retention is the company ability to turn their
buyers into repeated purchaser for the company (Mehta, Kumar and Ramkumar, 2021). During the
time of Covid 19 it becomes very difficult for the organisation to retain their buyers and satisfy them in
large manner. For identify the impact of Covid 19 on customer satisfaction and retention the chosen
organisation is Sheraton hotel. The hotel is the semi luxury hotel chain of Marriott international. It was
founded in the year 1937 and it’s headquarter is in White plains, United states.
Aims & Objectives
Aim:
To identify the impact of Covid 19 on customer satisfaction and retention in Hospitality industry: A
study on Sheraton hotel.
Objectives:
 To understand the concept of customer satisfaction and retention within hospitality industry
 To identify the impact of Covid 19 on customer satisfaction and retention within Sheraton hotel.
 To discern the ways and measure used by Sheraton hotel in improving the customer satisfaction
and retention during Covid 19.
Research Questions:
I. What is the concept of customer satisfaction and retention within hospitality industry?
II. What is the impact of Covid 19 on customer satisfaction and retention within Sheraton hotel?
III. What are the ways and measure used by Sheraton hotel in improving the customer satisfaction
and retention during Covid 19?
Research Hypotheses:
H0 (Null hypothesis): There is no impact of Covid 19 on customer retention and satisfaction within
hospitality industry.
H1 (Alternative hypothesis): There is a direct impact of Covid 19 on customer retention and satisfaction
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LT6P19GN: Research Methods and Project
within hospitality industry.
Research Rationale:
The major purpose to conduct the present research is to identify the impact of global pandemic on
customer satisfaction and retention with hospitality industry. This resort will cover the challenges faced
by the hotel to manage their customer as well as the measures adopted to mitigate the problem faced at
the time of Covid 19. Through this research various advantages can be acquired by the researchers
which are personal and professional. In respect to the personal benefit investigator will understand the
concepts of customer satisfaction and retention and the problem faced by the hospitality industry at the
time of Covid 19 pandemic (Kostromitina and et. al, 2021). This research will also let them know about
the tool and methods that they can use to carry out investigation in systematic manner. On the other
hand, with respect to the professional objective, investigator will learn about the ways and measures
that could be adopted by them to retain their customer and increase their satisfaction level. This would
help them to build their sound professional career. Thus, the current investigation will gather in depth
information about the topic and attaining their objective in effective and efficient manner (Wang, Ma
and Yu, 2021).
Scope of Research Study:
The present study will be carried out with the accumulation of quantitative data. With the help of
numerical information researcher try to border the scope of the study by including the appropriate
number of participants to gather information (Mohammed, Mohammed and Rhima, 2021). Therefore,
the scope of the investigation is limited because it does not include the whole participants of the
selected organisation. The scope is limited due to depends upon 30 employees of Sheraton hotel,
London.
2. LITERATURE REVIEW:
Introduction
This is the most important chapter of the research which contain the previous information about the
study. This section help the investigator too answer their research question in appropriate manner so
that aim and objective can be attained accurately. The information which is obtained in this is
collected from various secondary sources such as books, journal, magazine, online site and many
more.
What is the concept of customer satisfaction and retention within hospitality industry?
As per the view of Filimonau, Derqui, and Matute (2020), customer satisfaction and retention are the
two vital aspects for the organisation in order to gain customer base. Customer satisfaction is the
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