Impact of Customer Loyalty Programs on the Performance of Marriott Hotel: A Qualitative Research and Thematic Analysis

RESEARCH PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the study..............................................................................................................1
Aim and objectives......................................................................................................................1
Research Questions:.....................................................................................................................1
Rationale of the study..................................................................................................................1
Research scope.............................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY....................................................................................................3
Research type:..............................................................................................................................3
Research approach.......................................................................................................................3
Research philosophy....................................................................................................................4
Data collection.............................................................................................................................4
Sampling......................................................................................................................................4
Data analysis................................................................................................................................4
Reliability and validity................................................................................................................4
Research limitations.....................................................................................................................4
Ethical consideration...................................................................................................................4
CONCLUSION................................................................................................................................5
RESEARCH PROJECT SCHEDULE.............................................................................................5
REFERENCES................................................................................................................................7

Topic: To analyze the impact of customer loyalty programs on the performance of hotel. A
study on Marriott
INTRODUCTION
Background of the study
In the current working environment the hospitality sector is facing rapid growth &
development. Customers play significant role in growth & functioning of hotel so becomes
essential for the firm to largely concentrate on gaining competitive benefits. he reason pertaining
to the fact is that in case the consumers will not be in large number then this will affect the
working of the company and its profitability. With respect to the current pandemic the interest of
consumer has reduced within the hospitality sector.. Customer loyalty highly contribute in
achieving significance that can rise market share and ensure stability of enterprise. Marriott is
one of the international organization that offers wide variety of services and has significant
market share in sector. This area of research will help in gaining information to assess the
impact of customer loyalty on performance of organization so that relevant course of action to
eliminate negative aspect and boost positive factor in workplace.The current study will
concentrate on achieving information regarding impact of customer loyalty program on
performance of hotel by conducting qualitative research and thematic analysis.
Aim and objectives
Aim:
The main aim of the current investigation is to assess the impact of customer loyalty
program on performance of Marriot hotel.
Objectives
 To develop understanding relating to customer loyalty program and its significance.
 To evaluate various strategies which are used for increasing consumer loyalty with
respect to Marriott.
 To examine the positive and negative impact of use of these strategies with regard to
Marriott performance.
 To recommend some ways in which consumer loyalty program can be used for attracting
consumers to improve performance.
Research Questions:
 What is the concept of consumer loyalty program?
1