To identify the role of email marketing in attracting customers: A study on Hilton Hotels and Resorts

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Research Project1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3Overview......................................................................................................................................3Rationale of Study.......................................................................................................................3Research Aim...............................................................................................................................4Research Objectives.....................................................................................................................4Research Questions......................................................................................................................4RESEARCH METHODOLOGY.....................................................................................................4Research approach.......................................................................................................................4Research Philosophy....................................................................................................................5Research Design..........................................................................................................................5Data collection.............................................................................................................................5Sampling......................................................................................................................................6Data Analysis...............................................................................................................................6ACTION PLAN...............................................................................................................................6LITERATURE REVIEW................................................................................................................8DATA COLLECTION....................................................................................................................9CONCLUSION AND RECOMMENDATION.............................................................................15REFERENCES..............................................................................................................................17APPENDIX....................................................................................................................................192
Topic:To identify the role of email marketing in attracting customers: A study on Hilton Hotelsand Resorts.INTRODUCTIONOverviewEmail marketing is considered as way of communicating with customers about productsand services so that goals and objectives can be accomplished in appropriate manner. In otheraspect, it is kind of direct marketing that helps in sharing commercial message to a particulargroup who are having a use of email services. It is the broadest sense that provide ability toattract potential customer towards business and lead business to impressive level of success(Fillis, 2010). Nowadays businesses are more focused towards use of email marketing because itallows them to attract more and more customers. It has been identified that the customersperception can also be influenced by having a use of direct marketing tactics. In addition to this,the marketing is considered as essential factor for every business firm because it assists inadvancing the brand value within market (Jones, 2008).Rationale of StudyAs per the detailed study, main motive behind carrying out the current investigation is tohave determination of influence of email marketing on customer perception”. In order to haveeffective conduction of the research, Hilton Hotel UK will be chosen as one of the organization.It has been noticed that the business firm is involved in various practice of hospitality sector andit is considered as one of leading business firm in the market (Lagrosen, 2015). Apart from this,the ratio of competition has also increased in recent years so it is essential for businesses to focuson activities that help in dealing with various challenges. Moreover, the email marketing is oneof the most commonly adopted tools. With an assistance of this, businesses can have betterunderstanding in respect to the needs of target market (Fillis, 2010). Email marketing practices ofHilton hotels are also one of most effective aspect that helps in sharing of information.Significant information that is linked with the products and services of company can be sharedeffectively in the market. Previous research that are accomplished in historic events cover somelimitations so researcher has decided to overcome those limitations. By conducting the researchcan access the effectiveness of email marketing and its impact on success of Hilton Hotels andResorts.3
Research AimKey purpose behind the research is to identify the role of email marketing in attractingcustomers. In this respect, the Hilton Hotel and Resorts will be considered as organisation. It willassist in evaluating the key aspects that need to be consider in email marketing to have bettersuccess in the market.Research ObjectivesTo evaluate the concept of email marketingTo determine factors that impact customer perceptionTo identify the impact of email marketing on customer perception of Hilton Hotels andResortsTo recommend ways through which Hilton Hotels and Resorts can improve effectivenessof email marketing in order to attract customersResearch QuestionsEvaluate the concept of email marketing?What are key factors that impact customer perception?How email marketing influence customer perception?How Hilton Hotels and Resorts can improve effectiveness of email marketing?RESEARCH METHODOLOGYResearch approachApproach refers to the path which assists in completing the research in desired manner. Itis of key importance which aids in attaining the objective of research appropriately. In thiscontext, inductive and deductive are two approach which can be applied in varied scenario.Deductive is applied when motive is to attain specific results on the basis of theory whereasinductive focuses on developing theory by collecting specific data (Gast and Ledford, 2010).Considering the present research, inductive approach will be applied because main motive is toattain generalized results with respect to role of email marketing on customer attraction towardsthe company. It will help in identifying the actual benefits through which other company caneven apply the same (Sreedharan., 2009). Also, it will aid in identifying the loopholes of thesame which assisted in addressing each of the research objectives.4
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