Customer Retention Strategies After COVID-19: A Study on Marriott

MANAGERIAL
PROJECT

Abstract
The outbreak of Covid-19 affects the entire industries in negative manner especially hotel
industry. As a result, most of the hotels loss their loyal customers. That is why, the present study
examines different customer retention strategies in order to retain their customers after pandemic
time. The entire study is based upon qualitative research in which both primary and secondary
data collection methods has taken in order to attain the aim. Along with this 30 employees and
managers of Marriott has chosen as a sample size in order to examine whether hotel uses
effective measures to retain their employees. Through secondary research, scholar identified
there are number of customer retention strategies that assist to attract range of customer such that
offer discount strategies, implement reward programs to their loyal customers etc. The findings
of the research also reflected that there is a positive impact of focusing on the customer retention
aspect over performance of company. Thus, Marriott also uses range of customer retention
strategies in order to keep attracting range of users towards it.

Acknowledgement
The completion of the present dissertation would not have been possible without the assistance
of different types of the people. The major contribution was of my tutor and the peer group
members as without them the dissertation would not have been completed. Along with this major
gratitude is also towards my parents and family members who have supported me throughout the
preparation of dissertation.
Thank you

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Background.............................................................................................................................1
Research aim and objectives..................................................................................................1
Rationale.................................................................................................................................2
Scope......................................................................................................................................2
Structure of dissertation..........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Concept of customer retention and it importance to the business....................................4
2.3 Various strategies which can be implemented for retaining customer after the outbreak of
Covid-19.................................................................................................................................5
2.4 Challenges that might occur for retaining customers for a longer period........................8
2.5 Conclusion......................................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction....................................................................................................................12
3.2 Research Type................................................................................................................12
3.3 Research Approach.........................................................................................................13
3.4 Research Philosophy......................................................................................................13
3.5 Data collection................................................................................................................14
3.6 Sampling.........................................................................................................................15
3.7 Data analysis...................................................................................................................15
3.8 Ethical consideration......................................................................................................16
3.9 Limitations......................................................................................................................16
3.10 Reliability and validity.................................................................................................16
3.11 Conclusion....................................................................................................................17
CHAPTER 4: DATA ANALYSIS................................................................................................18
CHAPTER 5: DISCUSSION.........................................................................................................28
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS...................................................31
Conclusion............................................................................................................................31

Recommendations................................................................................................................32
REFERENCES..............................................................................................................................34
APPENDIX....................................................................................................................................36

CHAPTER 1: INTRODUCTION
Background
In the era of competition, various business uses range of strategy that support to sustain
the brand image of a company. During the pandemic times, almost entire world faces the
situation of lockdown and as a result, most of the business shut down as well. Therefore, it is
very difficult for the companies to retain the customers again. So, it is necessary for the
companies to come up with new initiatives which in turn helps to retain their regular customers
so that their business performance is improved. Among many industries, hospitality industry
affected the worst after the outbreak of Covid. That is why, the present dissertation will help to
identify different strategies used by hotel industry after pandemic and how the business again
run smoothly.
The chosen firm for the present study is Marriott which is one of the top and
international hotel who deal in different countries. Currently, it has 30 brands with more than
7000 properties at 130 locations, this is clearly reflected that the company has a brand image
with high customer base. Also, it offers high quality service to their regular customers and that is
why, it earned many awards that assist to build the brand reputation in hotel industry. During
the pandemic, company also faces heavy loss and as a result, it lost most of the customers during
lockdown situation. Hence, with the help of quality research scholar, is able to present different
customer retention strategy that assist to attract range of customers towards it.
Research aim and objectives
Aim: “To identify the various customer retention strategies after the outbreak of COVID 19. A
study on Marriott.”
Objectives
 To develop an understanding relating to the customer retention and its importance.
 To critically evaluate various strategies of customer retention to Marriott after impact of
COVID 19.
 To examine the different challenges which Marriott faces in retaining the consumer for a
longer period of time.
 To recommend some strategies in overcoming the challenges faced by the company in
retaining the consumers.
Research questions:
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 What do you understand by customer retention and its importance?
 What are the different strategies used by Marriott for customer retention after COVID-
19?
 What are the various challenges which Marriott faces in retaining the consumer for a
longer period of time?
 What are the strategies which company uses in order to overcome the challenges?
Rationale
The reason for conducting the research on this topic is such that, with an emergence of
Covid-19, business running under hotel industry are affected in negative manner. That is why,
the chosen title is important because customer retention strategies help organizations to deal
during this pandemic. After Covid-19, it is very difficult for hotels to run the business smoothly
as it run pre- pandemic times. Another reason for choosing this topic is such that it will help to
identify the range of customer retention strategies that assist Marriott to deal with many
challenges and this in turn takes a business at right direction as well. Thus, through thematic data
analysis, scholar also identify the importance of customer retention and examine the challenges
which quoted hotel faces after the outbreak of Covid-19.
Scope
The present study is completely based upon customer retention strategies and that is why,
it is beneficial to all the organizations who wants to retain their customers after outbreak of
Covid-19. Moreover, the dissertation assists different hotels to use the customer retention
strategy so that it will help to improve the overall performance of a company in positive manner.
On the other side, the current study also aids other scholars to use the material as a secondary
source in their research. Therefore, the outcome generated by the research also assist
investigators to determine the concept of customer retention and examine range of strategies
which can be used by company to attract customers as well.
Structure of dissertation
Chapter 1: Introduction
It is the first chapter which includes background, aim and objectives, rationale and scope.
With the help of this chapter, scholar provide a brief overview of an entire research and this in
turn helps to identify the purpose of conducting the research.
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Chapter 2: Literature review
Another chapter of research which is considered the most important among all. In this,
scholar uses secondary sources such that articles, books and Journals which are relevant to the
topic. In addition to this, researcher also consider the author's point of view and present the
themes by considering the research objectives that helps to meet the define aim as well.
Chapter 3: Research Methodology
Third chapter of dissertation which assist to attain the specific aim, such that this section
helps researcher to determine the methods which are used to collect information. Like, it
examines the type of research method, approach, philosophy, data collection methods, data
analysis and sampling. Therefore, with the help of such strategies, scholar will able to identify
the answer the research questions.
Chapter 4: Data analysis and findings
Fourth section of the entire study which is completely relied upon the primary research.
In this, scholar present the themes on the basis of respondent's views that helps to identify
whether the define aim is attained or not. Further, different graphs and charts are used which in
turn helps reader to understand the views of selected participants.
Chapter 5: Discussion
Next chapter which is based upon findings because it interlinked the primary research
with secondary and this in turn helps to identify whether the aim is achieved or not.
Chapter 6: Conclusion and recommendations
Last chapter of dissertation which summarizes the entire chapter which were already
conducted by scholars. Therefore, it helps investigator to examine whether the research
questions are answered or not. Moreover, it also suggests different strategies related to customer
retention which will be used by Marriott in order to survive after the outbreak of Covid-19.
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