Customer Understanding and Loyalty

The assignment focuses on the importance of customer understanding in achieving business success. It emphasizes that organizations should prioritize customer needs, preferences, and feedback to deliver services that meet their expectations. The text highlights the significance of price and quality as key factors influencing customer perception and loyalty. Additionally, it stresses the need for organizations to adapt to changing customer tastes and preferences by implementing dynamic reward schemes to attract and retain customers.

Research Project

Table of Contents
PART 2............................................................................................................................................1
2.1 Matching of the resources in an efficient manner with questions of research or hypothesis1
Research Question.......................................................................................................................1
2.2 Proposed research investigation with respect to the agreed specification & processes........3
2.3 Recording and collating relevant data wherever appropriate................................................3
TASK 3............................................................................................................................................4
3.1 Appropriate techniques for evaluation of research...............................................................4
3.2 Interpreting and analysing the results with respect to specifications of result......................5
TASK 4 .........................................................................................................................................13
4.1 Agreeable format and appropriate media for presentation of research to an audience.......13
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

PART 2
2.1 Matching of the resources in an efficient manner with questions of research or hypothesis
Main focus of the research will be to determine the factors that affects the loyalty of
customers. Further, it will also cover different type of procedures that will be followed in order
to attract more and more customers. Moreover, employees are the face of organization as they
have direct interaction with customers (Green, Camilli and Elmore, 2012). They are the one who
present the products and services to customers. When they are not skilled, then it becomes
difficult to make sure that they present the services in an effective manner. It is essential that all
the employees within the firm have proper knowledge towards the roles and responsibility that
has top be played by them. With skilful workers, it becomes favourable to make sure that the rate
of satisfaction can be raised. Further, reward system is also effective in boosting and encouraging
customers to make purchases for the services. Moreover, focus will be make on improving the
quality of services that are delivered to customers. Below given are the objectives that are set to
complete the research in an effective manner:
Objectives:
 To understand the concept of reward schemes and customer loyalty
 To determine the relationship between reward schemes and customer loyalty at Hilton
hotel.
 To identify the impact of customer loyalty and reward schemes in raising performance of
Hilton hotel.
 To recommend ways to improve customers loyalty towards the services provided by
Hilton hotel UK.
Research Question
 What is the concept of reward schemes and customer loyalty ?
 What is the relationship between reward schemes and customer loyalty at Hilton hotel ? What is the impact of customer loyalty and reward schemes in raising performance of
Hilton hotel ?
Questionnaire:
Name: _________
Age: _____
Gender: ________
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1. Among all type of services that are provided by Hilton satisfy you?
 Yes
 No
2. Does Hilton provide its customers with reward schemes for the services and product?
 Yes
 No
3. Are you loyal for the type of products and services that are delivered by Hilton hotel?
 Yes
 No
4. Do you agree that Hilton provides proper quality as per the price that is paid by you?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
5. According to you what are factors that affects the buying decision?
 Quality
 Price
 Ambience
6. Do you think employees play vital role in raising customer's loyalty?
 Yes
 No
7. According to you how effective are reward schemes at Hilton hotel?
 Less effective
 Highly effective
 neutral
8. Do you think Hilton hotel need improvement to improve their customers base?
 Yes
 No
9. What strategy you think is effective in raising customer loyalty?
 Proving employees training
2

 Low price, high quality
 Customers relationship management
2.2 Proposed research investigation with respect to the agreed specification & processes
In order to carry the research, investigator will make use of effective tools and
techniques. For this purpose, there are two different type of techniques that will be used. In this
context, it includes inductive and deductive. With the help of inductive techniques, investigator
will be able to determine an appropriate outcome for the research (Gale, Heath and Redwood,
2013). This will also enable to make sure that there is proper structure with the help of which the
presentation is possible. Further, there are both type of data collection method that will be used.
In this context, it includes primary and secondary. Both these techniques are effective enough to
make sure that adequate information is gathered that will help to come up with an appropriate
outcome. More specifically, primary data can b determined as a source that is not being collected
by anyone. In order words, it is collected for the first type of and tools that can be used are
interview, observation, questionnaire, etc. Among these, investigator will make use of
questionnaire and that will be collected from 20 customers who make use of the services of
Hilton hotel. Secondary information will be collected with the help of online website, articles,
journals, etc.
2.3 Recording and collating relevant data wherever appropriate
As stated above, to collect or gather information, researcher will make use of both
primary and secondary information. For this process, the sample size that will be considered is
20. Further, the information will be collected from customers who make use of the services that
is provided by Hilton. This the aim and objectives that are set will be achieved (Tong, Flemming
and Craig, 2012). The selected respondent swill be helpful enough to make sure to know their
perception towards the strategies that should be implemented with help of which loyalty for the
customers can be raised for the products and services that are provided by the firm. Further, the
effectiveness of rewards system can also be determined. Moreover, customers enable to
determine the strategies that firm should implemented through which the rate of performance and
satisfaction can be raised (Vujaklija, Hren and Marušić, 2010). With the perception that is known
by these selected 20 customers will enable to make the Hilton to achieve their desired goals and
objectives.
3

TASK 3
3.1 Appropriate techniques for evaluation of research
Research Methodology: This is an important aspect of research that helps to make sure that all
the information that is required are gathered and are presented in an effective manner. For this
purpose, there are different type of tools and techniques that fall under this. In other words, it is a
step by step process that make use that the all the objectives are achieved. With this respect,
below given are the approaches and techniques that fall under research methodology:
Research philosophy: As per this type of research methodology, researcher will carry out
assumptions in order to conduct the research. This can be classified into four different type. They
are pragmatic, interpretivism, positivism and realism (Singh, 2010). As per the current research,
investigator will make use of interpritivism. This is a type of techniques that focus on the
research that being already by some other researcher. There are different type of researches that
are conducted by various researcher on similar topic. According to the type of research that is
being selected, the information of other researcher will be used that will help to conduct the
research effectively and efficiently (Geerts, 2011). Further, the research will be covered through
which they will cover the objectives and aim.
Research approach: It is the blue print that is used by research to make the research more
representable and meaningful (Smith, V., Devane and Clarke, 2011). These are of two type
which are inductive and deductive. Among these two, research will make use of inductive
approach. With the help of this approach, the required information will be gathered and the
objectives that are being set can be attained. Further, it also allows to have direct interaction with
customers. They will enable to provide proper information in order to raise customer loyalty and
they type of services that are not effective for the firm to develop strategies for reward system.
Data collection: There are mainly two different type of research methods that can be
used. Both are important to gather and collected inform that will support in achieving the desired
objectives and goals (Snyder, 2012). With this respect, primary method is a type of data
collection techniques that is collected for the first time. For this purpose, it includes tools like
observation, questionnaire, interview, etc. On the other hand, secondary information are sources
that are already being collected by someone else. In this context, it includes tools like books,
journals, online websites, articles, etc. Among these two research has made use of both these
methods. Further, primary data will be collected with the help of questionnaire.
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Sampling: It is difficult to make proper analysis of the total population that will provide
proper information (Mackey and Gass, 2015). For this purpose, researcher will make use of
random sampling method. It is a type of method in which few sample will be selected from large
sample size. More specifically, investigator will make use of 20 sample as the sample size. The
information will be collected from customers who make use of the services that are provided by
Hilton. They will be helpful enough to provide adequate information for the research questions
that are developed.
Data analysis: It is important to present the information and to come up with a suitable
outcome for the result that is gathered with the help of questionnaire. For this process there are
two type of methodologies and they are qualitative and quantitative methods (Billig and
Waterman, 2014). As per the current research qualitative method is being used and to make
proper analysis of it, researcher is making use of thematics. It is an effective tool that enables to
present the findings in form of table, graphs, etc.
3.2 Interpreting and analysing the results with respect to specifications of result
Theme 1: All type of services that are provided by Hilton are satisfactory
5

Among all type of services that are provided by Hilton does satisfy you? Frequency
Yes 8
No 12
Description: As per the above conducted analysis, it can be stated that all the customers
who make use of the services that are delivered by customers of 20 sample size. It can be stated
that majority of customers are not satisfied. More specifically, there are about 12 of the
employee who does not feel they are able to satisfy all their requirements through the services
that are delivered by Hilton. On the other hand, there are about 8 of the services users who are
satisfied with the type of services that are delivered by the organization. This shows that firm is
not able to satisfy the needs and requirement of customers. Improvement should be made so that
the requirements can be satisfied or fulfilled.
Theme 2: Hilton provide its customers with reward schemes for the services and product
Does Hilton provide its customers with reward schemes for the services and Frequency
6
Yes No
0
2
4
6
8
10
12
14
8
12
Frequency

product?
Yes 16
No 4
Description: In accordance with the type of research conducted, it can be determined that
there are different type of reward schemes that are being followed by Hilton. This is an effective
aspect that make sure that encourages service users to make their purchases over the services that
delivered by Hilton. More specifically, there are 16 of the employees who know that Hilton
provide their customers with reward schemes. On the other hand, there are 4 of the workers who
are not aware of the reward schemes that are provided by cited firm. This type of strategies is
helpful enough to attain competitive advantages as they are many firms that deliver their
customers with similar products and services.
Theme 3: Loyal for the type of products and services that are delivered by Hilton hotel
Are you loyal for the type of products and services that are delivered by
Hilton hotel?
Frequency
Yes 7
7
Yes
No
0 2 4 6 8 10 12 14 16 18
16
4
Frequency

No 13
Description: From the data collected from customers who make use of the services of
Hilton hotel. It can be stated that services users are not satisfied with the type of services that are
delivered by Hilton. The analysis state that there are 13 of the employees who are not loyal
towards the services provided by the firm. On the other hand, there are 7 of the customers who
are satisfied and are loyal. From this it can b determined that majority of people are not satisfied
and they are not loyal. It is important for the firm to understand the type of issues that are faced
by them. Accordingly, steps should be take with the help of which the rate of loyalty for
customers towards Hilton can be raised.
Theme 4: Hilton provides proper quality as per the price that is paid
Do you agree that Hilton provides proper quality as per the price that is
paid by you?
Frequency
Strongly agree 3
Agree 4
8
Yes No
0
2
4
6
8
10
12
14
7
13
Frequency

Neutral 1
Disagree 8
Strongly disagree 4
Description: In accordance with the analysis made, it can be stated that there are 3 of the
customers who are strongly satisfied with the Hilton acquire as per the type of quality that they
provide to their service users. Further, there are 4 of the customers who agree to it. Further, there
are 4 of the services who strongly feel that they do not get the quality of services as per what
they paid. Wit this respect, there are 8 of the services who think this way and disagree to it.
Hence, it can be determined that majority of customers are not think that price they pay is worth
the quality provided to them by Hilton.
Theme 5: Factors that affects the buying decision
According to you what are factors that affects the buying decision? Frequency
Quality 8
Price 7
9
3
4
1
8
4
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Ambience 5
Description: From the above, table, it can be stated that the main factor that affects the
buying decision of customers is quality. Majority of people prefer to make use of services that
are delivered to them at high price. However, there are 7 of the service users who think that price
is the main factor that are considered by customers and when it is low then they make decision.
In addition to this, there are 5 of the services users who think that they make their decision for
the products and services according to the ambience. Hence, it can be stated that majority of
people think tat quality of one of the main factor that is considered by customers when they
make their purchase decision.
Theme 6: Employees play vital role in raising customer's loyalty
Do you think employees play vital role in raising customer's loyalty? Frequency
Yes 15
No 5
10
8
7
5
Quality
Price
Ambience

Description: As per the above conducted assessment on 20 employees, it can be stated
that most of the employees believes that their role is important in raising customer loyalty while
only a few of them do not agree with that. Explicitly it can be concluded that 5 employees who
do not agree that they have important role in raising customer's loyalty. This shows that some of
the employees are not known about their roles and responsibilities for the hotel's growth and
development. So some proper training session for the employees of the hotel should be
conducted for them so that they can understand the importance of their role in raising customer's
loyalty and satisfaction. These kinds of training will surely improve the employees point of view.
Theme 7: Effective are reward schemes at Hilton hotel
According to you how effective are reward schemes at Hilton hotel? Frequency
Less effective 11
Highly effective 7
Neutral 2
11
Yes No
0
2
4
6
8
10
12
14
16 15
5
Frequency

Description: As per the above conveyed survey on 20 customers it can be concluded that
some customers find the reward schemes provided to them are not that effective while some
found the schemes effective and some customers didn't react to that. More precisely it can be
stated that only 7 customers enjoyed the reward scheme grabbed their attention to the hotel.
While 11 customers were get enticed by the hotel 's reward scheme and customer loyalty scheme.
This indicates that the firm is not able to garb the customer's attention toward them with their
current customer reward schemes and loyalty schemes. So the hotel need some improvement in
their reward schemes by including more attractive and enticing changes in the current schemes.
Theme 8: Hilton hotel need improvement to develop their customers base
Do you think Hilton hotel need improvement to develop their customers
base?
Frequency
Yes 14
No 6
12
11 7
2
Less effective
Highly effective
Neutral

Description: The above conducted evaluation suggests that most of the customers feels
that the hotel 's customers need to be improved. 14 out of the 20 customers are not satisfied with
the customer base of the hotel while on the other hand 6 customers are completely satisfied with
that . This survey clears that hotel's customer base is not strong enough and need to make
improvements in it by keeping some regular sessions with the customer to get their opinions.
Theme 9: Strategy that is effective in raising customer loyalty
What strategy you think is effective in raising customer loyalty? Frequency
Proving employees training 9
Low price, high quality 7
Customers relationship management 4
13
Yes
No
0 2 4 6 8 10 12 14 16
14
6
Frequency

Description: As per the findings, it can be stated that one of the effective strategy that
management of Hilton can follow is that they when employees have proper knowledge about
their roles and responsibilities, then they can raise customers loyalty. Further, there are 7 of the
customers who think that when low price products are sold with high quality will enable to raise
loyalty of customers. Lastly, there are 4 of the customers who think that by maintaining
customers relationship management is effective to raise customers loyalty.
TASK 4
4.1 Agreeable format and appropriate media for presentation of research to an audience
14
9
7
4
Proving employees training
Low price, high quality
Customers relationship
management

15

16

17

18

19

20

CONCLUSION
Firm can gain maximum profit only when they understand their customers and deliver
their services that are as per their preferences. Main focus of the organization need to make made
on the price and the quality of products and services. It enables to develop positive perception
over customers mind and they tent to become loyal for the services. Further, taste and preference
of customers changes frequently. It is important for the management to understand the changes
and develop reward scheme that will help to attract customers and to develop strong customers
base.
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REFERENCES
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methodology. Journal of Ayurveda and integrative medicine. 1(2). pp.91.
Smith, V., Devane, D. and Clarke, M., 2011. Methodology in conducting a systematic review of
systematic reviews of healthcare interventions. BMC medical research methodology.
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Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
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information systems research. International Journal of Accounting Information Systems.
12(2). pp.142-151.
Vujaklija, A., Hren, D. and Marušić, M., 2010. Can teaching research methodology influence
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medical school. Journal of Investigative Medicine. 58(2). pp.282-286.
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