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

This research aims to assess the impact of customer loyalty programs on the performance of Marriott hotel. It includes literature review, research methodology, and research project schedule. The study will focus on developing understanding relating to customer loyalty program and its significance, evaluating various strategies which are used for increasing consumer loyalty with respect to Marriott, examining the positive and negative impact of use of these strategies with regard to Marriott performance, and recommending some ways in which consumer loyalty program can be used for attracting consumers to improve performance.

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?
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 What are the various strategies used for consumer loyalty increasing?
 What are the positive and negative impact of using these strategies?
Rationale of the study
In the present competitive era there are many companies dealing in same industry.
Hence, for having a competitive advantage it is necessary for the companies to have some
competitive advantage and for this attracting consumer is very important. The particular study
will help in overcoming the gap that is hampering performance of business by focusing on
developing relevant theories & schemes. This is the major reason for the selection of consumer
loyalty program as when consumer will be loyal then this will increase the working efficiency of
the business. Along with this, the study will also be beneficial for Marriott and other competitors
as well. This is pertaining to the fact that this study will outline the importance of consumer
loyalty for improving performance of Marriott. Also, these strategies can be applied by other
competitors as well.
Research scope
The current conducting of report can be beneficial for the specified organization to
identify impact of customer loyalty on performance of firm. This can contribute in formulating
effective strategies which can overcome adverse impact. The similar organizations operating in
hospitality sector can be helpful in achieving relevant information. Learners can use this kind of
research to get details to carry forward similar study in effective manner.
LITERATURE REVIEW
Theme 1- Concept of customer loyalty and its importance.
According to Budur and Poturak (2021) customer loyalty refers to the ongoing emotional
relationship developed by the company in its customer for its offering. It can provide larger
number of benefits to the company so having greater extent of customer loyalty can be
beneficial. There are four types of customer loyalty that includes active, habitual, situational,
etc.It can be specified that customer loyalty is variable factor that is dependent on the
organizational performance. There are several kinds of benefits which can be derived
organization involves inclining revenue and gaining valuable feedback. It helps in gaining
competitive edge in the organization so that higher extent of profitability can be derived. In
against to this Iglesias and et.al., (2020) depicted that customers are attached with the offerings
of the company and avoid switching to other products. It helps enterprise to get the different
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form of advantages which are better communication with customers & higher liquidity,
retention, obtaining of relevant data, etc position. It contributes in meeting the objectives of
organization which can inclined its ability to coordinate with changing circumstances.
Theme 2- Different strategies of consumer loyalty.
In the opinion of Shankar and Jebarajakirthy (2019) there are number of strategies which
can be taken into consideration by enterprise for inclining the customer loyalty. It comprises
providing higher customer service on priority and rewarding clients. This can give help the
organization to create positive view regarding the firm in their decision-making which tend to
result in having loyalty among buyers. On contrast to this, Monferrer, Moliner and Estrada
(2019) articulated that offering conveniences and consistently engaging with clients. It can be
useful in making buyers ware about the services and increasing involvement so that more
suggestion for potential offerings. On the other side, Slack, Singh and Sharma (2020) stated that
having relevant processing like after sale service, solving problems of customer, communication,
building relationship, offering higher quality, taking feedback, etc are the major tactics that lead
to develop customer loyalty. In addition to this, strategies like offering discounts, customer
engagement, feedback mechanism, etc approaches can enhance customer loyalty.
Theme 3- Various positive and negative impact of using different customer loyalty
strategies.
According to NGUYEN and et.al., (2020) in order to achieve loyalty companies apply
different kinds of strategies which has relative impact on the performance of organization. The
impact can be both positive & negative on the organizational performance of the company.
Providing priority in solving the issues of customer can positively affect the processing of firm
as creates favorable impact on buyers that firm has concern. On the other side, Osakwe and
Yusuf (2021) said that taking feedback allows to give the details related with favorable a non
crucial aspects so that suitable improvement can be conducted. It can positively affect the
processing. On the basis of this can be identified that company can positively get influenced in
this manner to achieve profitability & stability.
As per the views of Gao and Huang (2021) for improving the performance of company
by paying attention on modifying customer loyalty involve several methods. For attracting the
customers firm can pay attention on conducting marketing activities on social media, business
based platform, etc. it can allow to get the attention of buyers so that accomplishing objective of
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attaining loyalty can become possible. In contrast to this, Ji and Prentice (2021) said that
focusing on proving accurate and reliable information about offerings, keeping suitable pricing
strategy, quality measure, etc can increase ability of firm to grab attention of customers.
On the basis of above literature review it can be concluded that customer loyalty is one
of the important component that impacts business performance as provides various benefits like
good brand image, etc. There are several strategy through it can be obtained such as customer
engagement program, offering discount, after sales service, etc. Organization receives both
positive & negative impact by possessing customer loyalty which accordingly affect
organization performance.
RESEARCH METHODOLOGY
It will help the to get the information regarding procedures and techniques for carrying
forward the research to assess impact of customer loyalty programs on the performance.
Research type:
There are two types of research qualitative and quantitative which aid in accomplishing
objective. For recent study, qualitative research type is suitable as assessing impact of customer
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loyalty on performance is theoretical concept. The selected type of research can help in
achieving objectives of developing understanding, identifying strategies, etc.
Research approach
Inductive and deductive are two approaches which provides information regarding the
procedure to start the project. Inductive approach aims at developing theory by focusing on
observation. For current study researcher will use inductive approach to identify influence of
Customer Loyalty (CL) on performance of specified firm.
Research philosophy
These are distinct among two parts such as intepretivisim and positivism. For the
present study the scholar will concentrate on interpretivism philosophy will be used to get the
information related with assessing the influence of loyalty among buyers on the performance of
the company.
Data collection
Data can be gathered by using tow methods such as primary and secondary so that
appropriate insights can be achieved (Nayak and Singh, 2021). In the current investigation
survey will be conducted by using Primary method. Secondary method will be sued by referring
articles, books, journals, etc for supporting the research.
Sampling
It is selection of particular group out of the population for gathering opinions and
experience. In the current research scholar will focus on selecting 20 customers of specified firm
so insights related with their loyalty can be obtained. Customers will be selected by simple
random technique.
Data analysis
It can be exerted by thematic and SPSS technique in order to get the actual outcome
from the research. In the present study the thematic analysis will be done to interpret the data in
accurate manner.
Reliability and validity
It has obtained data from the copy right sources published recently in turn
accomplishing details according to current scenario can become possible.
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Research limitations
There are few limitations which are required to be focused such as time, money and
availability of resources (Adhabi and Anozie, 2017.). Scholar will ensure effective utilization of
resources to complete the research in effective pattern.
Ethical consideration
For complying with ethical requirement scholar will take consent form from customers.
There will be proper utilization of information without making any alteration in the present
report for giving accurate outcomes.
CONCLUSION
From the above report it can be concluded that customer loyalty is crucial for getting
success in industry. It has given emphasis on formulating aim, objectives and research questions
for carrying forward research. Literature review and research methodology has been articulated
in current proposal to get accurate manner to conduct study. On the basis of this can be
identified that qualitative research type and thematic analysis is suitable for this.This research is
helpful for the specified sector to understand the lacking areas and relevant strategy which can
provides assistance in achieving higher ability to get customer loyalty.
RESEARCH PROJECT SCHEDULE
Task Name Duration Start Finish Predecessors
Selection of research
topic 5 days Mon 9/6/21 Fri 9/10/21
Formulation of aim and
objectives of study 3 days Mon 9/13/21 Wed 9/15/21 1
Analyzing Literature
review 10 days Thu 9/16/21 Wed 9/29/21 1,2
Defining different
methods used for
completion of research
5 days Thu 9/30/21 Wed 10/6/21 2,3
Designing Questionnaire 2 days Thu 10/7/21 Fri 10/8/21 4
Data collection via survey 20 days Mon 10/11/21 Fri 11/5/21 5
Arranging the Data in
structured format 1 day Mon 11/8/21 Mon 11/8/21 6
Data Analysis 1 day Tue 11/9/21 Tue 11/9/21 7
Concluding , findings 2 days Wed 11/10/21 Thu 11/11/21 8
Submission of proposal 1 day Fri 11/12/21 Fri 11/12/21 9
Wait for feedback 4 days Mon 11/15/21 Thu 11/18/21 10
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Modification as per
feedback and final
submission
6 days Fri 11/19/21 Fri 11/26/21 11
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REFERENCES
Books and Journals
Adhabi, E. and Anozie, C.B., 2017. Literature review for the type of interview in qualitative
research. International Journal of Education. 9(3). pp.86-97.
Nayak, J.K. and Singh, P., 2021. Fundamentals of Research Methodology Problems and
Prospects. SSDN Publishers & Distributors.
Budur, T. and Poturak, M., 2021. Employee performance and customer loyalty: Mediation effect
of customer satisfaction. Middle East Journal of Management. 8(5). pp.453-474.
Iglesias, O. and et.al., 2020. Co-creation: A key link between corporate social responsibility,
customer trust, and customer loyalty. Journal of Business Ethics. 163(1). pp.151-166.
Shankar, A. and Jebarajakirthy, C., 2019. The influence of e-banking service quality on
customer loyalty: a moderated mediation approach. International Journal of Bank
Marketing.
Monferrer, D., Moliner, M.A. and Estrada, M., 2019. Increasing customer loyalty through
customer engagement in the retail banking industry. Spanish Journal of Marketing-ESIC.
Slack, N., Singh, G. and Sharma, S., 2020. The effect of supermarket service quality dimensions
and customer satisfaction on customer loyalty and disloyalty dimensions. International
Journal of Quality and Service Sciences.
NGUYEN, D.T. And et.al., 2020. Impact of service quality, customer satisfaction and switching
costs on customer loyalty. The Journal of Asian Finance, Economics, and Business. 7(8).
pp.395-405.
Osakwe, C.N. and Yusuf, T.O., 2021. CSR: A roadmap towards customer loyalty. Total Quality
Management & Business Excellence. 32(13-14). pp.1424-1440.
Gao, M. and Huang, L., 2021. Quality of channel integration and customer loyalty in
omnichannel retailing: The mediating role of customer engagement and relationship
program receptiveness. Journal of Retailing and Consumer Services. 63. p.102688.
Ji, C. and Prentice, C., 2021. Linking transaction-specific satisfaction and customer loyalty–the
case of casino resorts. Journal of Retailing and Consumer Services. 58. p.102319.
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