Impact of COVID-19 on Organisational Customer Acquisition and Retention

This research examines the impacts of Covid-19 on organisational consumer’s retention and acquisition, with a case study on Holiday Inn London. It explores the strategies for improving customer retention after Covid-19 and adopts a descriptive qualitative research method.

Impact of COVID-19 on organisational customer acquisition and retention. A
case study on Holiday Inn London

ACKNOWLEDGEMENT
I would like to thank my mentors and teachers for giving me such a good opportunity to
conduct the study and give their valuable suggestion for research work.
I respectfully thank my parents and friends for constantly support that helped me to attain
success in every sphere of life, as without their kind devotion, this dissertation would be not
properly completed.
I would also like to acknowledge the efforts of all those that have indirectly or directly assist
me in the completion of the research.
I submit this research work of mine with great humanity and utmost regard.

ABSTRACT
The main aim of this research is to examine the impacts of Covid-19 on organisational
consumer’s retention and acquisition. Covid-19 impose huge adverse effects on each sector and
majorly puts on the hospitality sector due to the implementation of lockdown. In that situation, it
becomes important for all companies to recover their growth and development by making some
effective strategies and opting for new technologies. The main concern of the hospitality industry
is how to retain their consumers to improve the sales and profit margin of the company.
Therefore, by taking steps towards hygiene and safety, it is possible to regain growth and
success. Organisational consumer's retention and acquisition become an important factor for
companies after the pandemic situation. For this, companies are using effective strategies by
considering all hygiene and safety factors of consumers. As after covid-19, consumers are more
concerned about hygiene. Therefore, all organisations need to focus on this and devised
strategies accordingly to retain their potential consumers.
The study adopts a descriptive qualitative research method following an research
philosophy. As a research approach, the inductive approach is effective as it is associated with
the qualitative researcher and provide descriptive data as well. For collecting the information,
both primary and secondary method will be used. In context to primary, customer survey
questionnaire and online interview will be applied.
For primary, a questionnaire is developed, and for secondary, the viewpoint of various
authors is taken into consideration. It is concluded that there at present, there is a negative
influence of COVID-19 on the performance of customer acquisition and retention in the
hospitality sector.

Table of Contents
Research Project...............................................................................................................................1
ACKNOWLEDGEMENT...............................................................................................................2
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................5
Research aim.........................................................................................................................5
Research objectives................................................................................................................5
Research questions.................................................................................................................5
Approaches and methodology................................................................................................6
The rationale of the research..................................................................................................6
Chapters Preview....................................................................................................................6
Chapter -2 LITERATUR REVIEW.................................................................................................8
Impact on COVID- 19 on hospitality organisation................................................................8
Customer acquisition and retention strategies of Holiday Inn prior to COVID- 19 pandemic
measures.................................................................................................................................8
Strategies for improving customer retention after COVID- 19.............................................9
Chapter-3 Research Methodology.................................................................................................11
Chapter 4- Analysis and findings...................................................................................................14
Chapter 5- Critical Appraisal and Recommendation.....................................................................21
LO5:Performance Reflection And Alternative Method.................................................................21
Chapter 6 Conclusion.....................................................................................................................23
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................25

INTRODUCTION
The unfolding of the COVID-19 pandemic has induced mass isolation & widespread
closures worldwide, affecting the business of all the sectors to an unprecedented degree. In
addition to this, many of the business’s growth is declined, and closure of business activities take
places, such as disruption of the supply chain, the decline in income sources, cancellations of
projects, travel restrictions and many more (Majid, 2020). This pandemic has highly influenced
the hospitality industry, and for this, it is important for the hotel to align activities to acquire and
retain customers so that organisational performance will be maintained. In addition to this, it is
important for obeying the guidelines of COVID-19 at the time of striving for acquiring and
retaining customers. For conducting the study, Holiday Inn is taken into consideration. It is the
UK owned American brands of the hotel that is founded in the year 1952. It is a Subsidiary of
Intercontinental Hotels Group and is present in more than 1145 locations. The research examines
the Impact of COVID-19 on organisational customer acquisition and retention. Along with this,
Customer acquisition and retention strategies of Holiday Inn prior to COVID-19 pandemic
measures will be described.
Research aim
To examine and assess the impact of COVID-19 on organisational performance in terms of
customer retention to make recommendations for customer retention and acquisition strategies. A
case study on Holiday Inn, London Kensington.
Research objectives
 To identify the impact of COVID-19 on customers of the hotel.
 Identify the customer acquisition strategies of the hotel prior to and during the COVID-
19 pandemic.
 Identify the customer retention strategies of the hotel prior to and during the COVID-19
pandemic.
 To explore strategies for improving customer retention after COVID-19 19.
Research questions
 What is the impact of COVID-19 on hospitality organisation?
 What are the customer acquisition and retention strategies of Holiday Inn prior to
COVID-19 pandemic measures?

 What are the strategies for improving customer retention after COVID- 19?
Research approach and methodology
The study adopts a descriptive qualitative research method following an interpretivism
research philosophy. As a research approach, the inductive approach is effective as it is
associated with the qualitative researcher and provide descriptive data as well. For collecting the
information, both primary and secondary method will be used. In context to primary, customer
survey questionnaire and online interview will be applied. On the other hand, books, articles,
journals and so on are used to gather secondary information. The non-probability sampling
method will be applied as it is effective in choosing a small sample size and in conducting
qualitative research.
The rationale of the research
The main reason for conducting this study is to assess the impact of COVID-19 on
organisational performance in terms of customer retention. This help researcher to gain
knowledge of customer retention and acquisition strategies as customers are an important aspect
on which the growth and success of an organisation depend. In addition to this, it also helps the
investigator to enhance their communication skills, data analysis, data interpretation, data
collection and so on. Moreover, this research will assist the researcher in future to conduct
further research projects and grab opportunities as well.
Research scope:: the present covid-19 situation has possess a great impact on the hospitality
organisations. The present research is going to assist in analysing the overall impact of covid-19
in the way it is affecting the customer acquisition and retention process. This research is very
helpful in identification of various strategies to improve the customer retention process. It is also
going to help in identifying the different ways in which intercontinental group of hotels can
retain the existing loyal customer base in this covid-19 situation.
Chapters Preview
The preview of each chapter associated with the present investigation is given below:
Chapter 2- Literature Review: In this, a critical analysis is conducted of the academic
literature by several secondary sources. In addition to this, it gives a theoretical perspective in

which investigator collect information from various sources such as articles, journals, books and
so on.
Chapter 3-Research methodology: This chapter will identify the methods along with
the investigation that the researcher is planning to undertake in the present investigation.
Chapter 4- Analysis and findings: This section is wholly based on collecting and
analysing information by using interview and survey questionnaire that involve open-ended and
close-ended question. With the help of this, the researcher can collect appropriate and detailed
information based on the research topic.
Chapter 5-Recommendation and suggestion: This section provide an important area
for further improvements. In addition to this, it directly contributes to developing reliable and
valid conclusion and make the researcher more authentic in nature.
Chapter 6- Conclusion: It is a significant phase of undertaking investigation as it
summarises the overall activities of research in brief.

CHAPTER -2 LITERATUR REVIEW
It is used as a process in which the researcher can gather secondary information with the
help of so many sources, and that can be publication, articles, magazines, journals and so on.
This section helps the researcher to refine the research question as well as to identify the gap
along with consequences in previous research. The primary gap that is identified by the
researcher is the impact of covid-19 on organisational consumer acquisition and retention. The
researcher question of the current study is mentioned below:
Impact on COVID- 19 on hospitality organisation
As per the viewpoint of Dogan Gursoy (2020), COVID- 19 impacted the worst on the
world's economy in 2020. Many business and industries were temporarily and permanently shut
down due to this outbreak. The government implemented lockdown in almost all the countries,
which impact the industries as people were not allowed to step out of their houses. The
hospitality industry has been hit hardest by the pandemic situation. The impact on this industry is
unpredictable. Worldwide tourism has also impacted by closing all the industries. This created a
huge impact on people's life by losing their jobs. Restaurants were not allowed to deliver food;
only take-outs were allowed. All hotels were closed in this phase. They were again opened but
with restriction and certain guidelines where social gatherings were not allowed.
The hospitality industry is still recovering as people are still scared of Covid 19 and afraid to
visit restaurants and hotels. People are giving personal hygiene as their priority and avoiding to
went in gatherings. Also, they are giving importance to local food. The hospitality industries are
working hard to back on tracks. They are focusing more on the health and safety of people and
following social distances. They are also providing hand sanitisers and mask for them when they
visit and are avoiding crowd to be held in the organisation. Launching of digital menu cards and
payment methods are their techniques to provide safety to the people so that there will be less
human to human contact.
Customer acquisition and retention strategies of Holiday Inn prior to COVID- 19 pandemic
measures
Comments: this should have been in the analysis section
According to Michel and et. al. (2018), it is analysed that the hotel briefly analyses the
past bookings of their customers so that it can easily identify who are priority guests of the hotel.
The hotel continuously maintains records of all bookings throughout the year to develop

communication and strategies for customers who often visit the hotel. Holiday Inn also provided
incentives on repeated bookings to the customers so that they get delighted to book the hotel in
the near future. Great discounts provided by the hotel to the repeated customers is a great
retention technique used by the organisation. The hotel also provided a feedback form to every
customer on checkout so that they suggest any changes related to the management and also tell
what they liked in the hotel. Feedback from the customers generally suggested the hotel decide
what the exact demands of the customers are. Holiday Inn also identifies VIP customers to give
special treatment to VIP customers.
Strategies for improving customer retention after COVID- 19
As per the viewpoint of Joe Bouch (2020), the COVID-19 pandemic has upturned the
world and reorganised the way of business. The owner of various business firm struggling to
retain their economy. This is clear that the pandemic will continue to leave a lasting impact on
the digital marketing world and daily basis life. As per this, the organisation use some of the
customer retention strategies to drive customer loyalty and boost customer retention rate during
this current situation. Some of the strategies are mentioned below:
Offer virtual product and services: In context with Holiday inn, they must use to offer
product and service into the virtual model. They are using proper techniques such as video
conferencing software to make the connection with existing customer virtually (Brandtner and et.
al, 2021). For example, in order to this, the chosen firm provide detail characteristic of their hotel
in the video chat, which makes engaged with the customer.
Engage through social media: Social media is the platform that is used by a number of
people, and this has a huge base of customer. In context with selected firm, they try to
communicate their customer through social media (Mason, Narcum and Mason, 2020). Take
suggestion and advice customer for their health which makes feel customer more comfortable.
Nurture with gift cards: A gift card and the voucher is provided to their existing
customer in order to use the service again after the COVID-19. As per this, they help to engage
the customer with the hotel and provide them with an opportunity to visit again and gain service
after the post-COVID-19 situation.

Chapter-3 Research Methodology
It is undertaken as an important part of the researcher that helps the researcher to collect
information and data in an effective manner. For the explanation of research methods, the
Research onion framework is adopted by the researcher that involves different layers and is
discussed below:
Research philosophy: This is used by the investigator to manage the research abilities.
Research problems in the context of this research include belief and values for managing the
research work. In the context of this research, interpretivism philosophy is used for converting
theoretical data into human perspective (Mason, Narcum and Mason, 2020). The interpretivism
approach provides help to the investigator in managing human views and perspective in the
context of strategies for improving customer retention after COVID-19. In the current
investigation.
The study adopts a descriptive qualitative research method following an interpretivism as
research philosophy. As a research approach, the inductive approach is effective as it is
associated with the qualitative researcher and provide descriptive data as well. For collecting the
information, both primary and secondary method will be used. In context to primary, customer
survey questionnaire and online interview will be applied.
Research approach: Deductive approach is used by the investigator for developing a
hypothesis and managing pre-existing theory. This is used for formulating the approach and
testing it. This is divided as the development of general information regarding the research topic
to specific data (Cuello-Garcia and et.al., 2020). Therefore, the deductive approach is used by the
investigator to gather quantitative information, which in turn leads to the development of a valid
and reliable conclusion.
Research Strategy: The research strategy used in this research case study provides an
opportunity for an in-depth study of the topic within the chosen organisation. It is also very
convenient in this context because t of the limited time frame.
Research choice: The research choice for the present project is a mixed method. This
means that both qualitative and quantitative method of research is used for creating a precise set

of data. This is used for preparing a precise set of data. Both secondary and primary data
collection methods are used for evaluating research aims and objectives (Golin and et. al, 2020).
There is a need to manage the collection of research strategy effectively for implementing aims
and objectives.
Data collection: It is undertaken as an important part of the research that helps in
gathering primary and secondary data from reliable and effective sources. For completing the
study, both methods will be used, that is, primary as well as secondary (Mitchell and et. al,
2020). In context to primary data, it is the information that is collected for the first time and is
original in nature. There are various methods of gathering primary information that is the
questionnaire, interview, survey, focus group and so on. In the present investigation, the online
interview and survey questionnaire are undertaken by the researcher. In relation to secondary
research, it is collected through various sources that are books, journal, articles, website and so
on. In the present investigation, the viewpoint of different authors has undertaken that help in
collecting in-depth information and support the primary data sources.
Sampling: This is defined as the process which is used to select the sample size from the
target population. It is well analysed that there are two techniques which are defined as
probability and non-probability, which play effective qualitative research and in selecting the
small sample size using the appropriate sampling method, which provide proper convenience for
this (Parker, 2020). The intended sample size was 15 managers. However, the researcher was
fortunate to obtain data from additional five sample respondents make a total of 20 as sample
size. These were selected from the firm Holiday Inn are used to implementing to collect more
information and data. As per this, the manager is chosen because they are the base of any
organisation; they can tackle and handle the situation of the firm, which can cause issue and
conflict. In addition, they have the capabilities to increase the productivity and probability of a
firm in an effective manner.
In this research, a non-probability sampling method was applied as it is effective in qualitative
research and in selecting a small sample size using a convenience sampling method.
Research instrument: This is an important part of the methodology which have various
research instrument to interview, observation and so on. These main instruments of the

interrogation are needed (Rowan and Galanak, 2020). But as per the requirement of the topic of
research, interview and questionnaire used by the researcher, it is an effective and easy method
to collect information that leads towards the development of positive and valid results.
Research ethics: There are various principles of research ethics that decline the risk of
harm, avoid using deceptive practices, protect the confidentiality, provide participants with the
right to withdraw, the anonymity of research respondents and so on (Yu, Seo, and Hyun,2021).
All these are the main principles followed by the investigator within the project.
Data analysis: It is vital for the researcher to analyse the information in an effective
manner so that the overall results are properly attained. The different methods of data analysis
are thematic analysis, frequency distribution analysis and so on.
Chapter 4- Analysis and findings
Introduction: This section presents the results and analysed them according to the sample
questionnaires and interview questions preceded a summary of the categories/roles sample
respondent managers used in the data collection
Categories of Sample respondents
Roles Sample respondents –
managers
Number Percentage - %
HR office 2 10
Chef 4 20
Genal manager 1 5
Front office 8 40
House keeping 5 25
20 100%

Q1. Do you have knowledge about the impact of COVID-19 on the
hospitality industry?
Frequency
a) Yes 15
b) No 5
Interpretation: By analysing the above graph, it is analysed that out of 20 respondents, 15
participates have knowledge about the impact of Covi-19 on the Hospitality industry in a proper
manner, whereas the remaining 5 have not any idea about this. It is vital for the workers who are
participating in this to have effective knowledge about all impacts of covid-19 as it helps them to
overcome that by fostering other alternative methods as well as to deal with all problems
effectively. For the five who have not idea about this, it is important for the company to aware of
this for dealing with all issues.
Q2. As per your viewpoint, how customers of Holiday Inn are affected
a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Column B

due to COVID-19?
a) Positively 2
b) Negatively 15
c) Neutral 3
Interpretation: From the above-mentioned chart, it has been analysed that, out of 20
respondents, 15 says that consumers of holiday inn are effects negatively whereas the other two
have positively, and the remaining 3 are neutral. The means majorly got affected negatively, and
that is not good for the company. In order to overcome this, they have to opt for some strategies
and technologies that help them again to gain full satisfaction from the company.
Q3. According to you, which one is the effective customer retention and
acquisition strategies for Holiday Inn?
a) Taking feedback from customers 7
b) Providing customisation 7
a) Positively b) Negatively c) Neutral
0
2
4
6
8
10
12
14
16
2
15
3
Column C

c) On-time service 6
Interpretation: It has been analysed the effective retention and acquisition strategies of
consumers for Holiday inn become very important as it helps them to gain growth and success in
the marketplace by improving consumers base and enhancing sales with the profitability of the
company. The above graph states that from 20 respondents, 7 consumers say that by taking
feedback from consumers, 7 are in favour of providing customisation and the remaining 6 days
by giving on-time services. Therefore, majorly are in favour of taking feedback and providing
customisation, so the company need to focus only on these two strategies rather than another
one.
Q4. As per your viewpoint, is above mentioned strategy help Holiday
Inn to acquire and retain its customers?
Frequency
a) Yes 14
b) No 6
a) Taking feedback from customers
b) Providing customisation
c) On-time service
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7.2
7 7
6
Column M

Interpretation: It has been analysed from the above chart that From 20 respondents, 14 says that,
yes, the company is able to retain and acquits their consumer effectively with the help of all the
above-mentioned strategies such as by taking feedback, providing customisation and giving on-
time services. On the other side, leftover 6 says that they are not; it might be due to the bad
experiences of consumers.
Q5. What are the strategies adopted by Holiday Inn for improving
customer retention during COVID-19?
a) Engage with customers through social media 5
b) Ensure hygienic services 8
c) Provide them security 7
a) Yes b) No
0
2
4
6
8
10
12
14
16
14
6
Column B

Interpretation: From the above-mentioned chart, it has been analysed that companies are
adopting a number of strategies in order to retain their consumers effectively and on that basis,
they ask their 20 participates which one is majorly improving the retention rate of consumers
then 8 participants say that by maintaining the hygiene factor within the hotel, seven says by
providing security to consumers and the other remaining 5 says by engaging them through social
media. Therefore majorly are in favour of providing hygiene factor as most of the consumers are
getting very particular with this factor after Covid-19. So, Holiday inn need to concentrate on
this strategy more.
Q6. What is the best initiative taken by Holiday Inn to attract customers
in COVID-19?
a) Hygiene and safety precautions 6
b) Compulsion of wearing the mask 6
c) Implement a flexible cancellation policy 8
a) Engage with customers through social media
c) Provide them security
0
1
2
3
4
5
6
7
8
9
5
8
7
Column M

Interpretation: For retaining and influencing consumers, hotels are using a number of
strategies by considering all benefits and safety of consumers. Likewise, holiday inn takes
initiation relayed with the influencing of consumers, and that strategies are providing hygiene &
safety precaution, wearing the mask, and another one is the flexibility of cancellation policy. On
that basis, the researcher asks 20 respondents that which is more effective, then 8 are in favour of
cancellation, and 6 -6 are in hygiene and wearing a mask. This is because people have so many
ideas and if they get change at last moments so they can cancel their booking without losing
anything, so this gives satisfaction and improve the consumer base.
Interview
Q1. Are you aware of the impact of Covid-19 on organisational consumer’s acquisition and
retention?
Q2. What are the strategies used by Holiday Inn to retain its consumer before Covid-19?
Q3. What are the strategies that are opted by Holiday Inn to retain its consumers after Covid-19?
Q1. Are you aware of the impact of Covid-19 on organisational consumer’s acquisition and
retention?
Interpretation- Researcher take interview from 15 mangers and ask them that are you
aware of the impact of covid-19 on organisational consumer retention and acquisition, then from
15 participates, 10 says yes, and the remaining 5 says that they have no ideas. On that basis, the
a) Hygiene and safety precautions
c) Implement a flexible cancellation policy
0
1
2
3
4
5
6
7
8
9
6 6
8
Column C

researcher analyses that there are requirements to give some Knowledge to those 5 managers
about the respective topic.
Q2. What are the strategies used by Holiday Inn to retain its consumer before Covid-19?
Interpretation - During the interview process, the researcher asks their 15 participates that
what are the strategist that is used by Holiday Inn hotel to retain its consumer before covid-19,
then From 15, 8 says that by taking feedback from consumers, 4 says by providing customisation
and the reaming says by giving on-time services to consumers, all potential consumer get
satisfaction with all services to improve consumers loyalty towards the company. By taking
feedback, managers of the company will able to modify their strategies as per consumers
requirements and that gives them satisfaction; therefore, this will be the nest strategies according
to 8 participates.
Q3. What are the strategies that are opted by Holiday Inn to retain its consumers after Covid-19?
Interpretation - While interview process that another question that is asked by the researcher
to participates is that what are the strategies that are opted by Holiday Inn company after covid-
19 to retained its consumers, then according to the 6 cancellations is the best strategy, 5 say by
making norm to wear the mask as compulsory and as per remaining 4, hygiene and safety is the
primary requirements of all consumers. Therefore, the company need to focus on all strategies
as there is no major difference in all the answers.
Analysis as per literature review:
It is analysed from the literature review that hospitality organisations put an emphasis on
knowing the exact motivations behind the repeated bookings to modify its operations and to run
the organisation according to the needs of the customers. Also, Focusing on Customer
relationship management helped the hotel in retaining customers prior to the COVID-19
pandemic. To retain the customers, Holiday Inn prioritised its market according to the past needs
of customers; this means that the hotel focused on buying goods and services from the market
mostly on the basis of customer's interest.

Chapter 5- Critical Appraisal and Recommendation
It is analysed from the above study that there is a negative influence of COVID- 19 on
the hospitality sector; most of the hotels and restaurant faced loss in their business in terms of a
profit reduction and customer reduction. So in context to the attraction and retention of the
customer’s organisation have to implement a more interactive and influencing business strategy.
Some of the customer retention and attraction strategies are given below.
 Safe and hygienic environment- In context to the retention of existing customers and
attracting more new customers, organisation have to manage the safety and hygiene
within the organisation and update their customer's about these changes. Holiday Inn can
use this strategy by assuring the proper sanitisation of the organisation and make their
customers feel safe and satisfy.
 Innovative service packages- There is a huge growth in the serving techniques and
management technology. The organisation can use the most appropriate and innovative
holistic service technology and offer their customer an interactive hotel package. Such as
they can offer the hotel package with some attractive services at a lower price; this can
involve the room, food, party and serving with the most comfortable techniques. Such as
through interactive payment and serving techniques.
 Gift cards and discount- Along with the surety of safety and sanitisation, another thing
which will work effectively to retain customers is discount offers for each and every
service. Along with this organisation can plan for the gift card, which should involve the
free service offered with different terms and condition. The company can plan to provide
the gift card for a free meal if the customer buys the two-room package. This can be
related to the free gift card for specific food product's in exchange for big meal order.
These are some strategy's which can be used by the organisation to retain their
customer's. Social media giveaway can be another interactive strategy that will help to
attract more customers. Through online contest and gift offers for free service.

Chapter 6 Conclusion
From the above-discussed report, it can be concluded that Covid-19 majorly affects all
operation of the company of each industry as the sales and profitability ratio of the company
goes down. To improve, that company need to modify its strategies to retain its consumers. As
before, covid-19 consumers are not much concerned with hygiene, and after cover-19, this is the
main concern. Therefore, it is important to opt for all strategies related to this factor. Further, this
study includes both questionnaires and interview to gather information about the relevant topic
and to know the viewpoints of participates. It has been analysed that both methods are helpful
and gives similar information about the research topic. With the help of this, the investigator will
able to improve their knowledge. In addition to this, it is vital for the researcher to make use of
an effective data collection method so that a valid and appropriate conclusion is attained; it is
determined that with the help of a questionnaire, the researcher is able to gain in-depth
information about the research topic and draw the valid conclusion in an effective manner.
LO5: Performance Reflection an Alternative Method
I am grateful for gaining this opportunity to conduct this study and research on a broad topic
that is “To examine and assess the impact of COVID-19 on organisational performance in terms
of customer retention. A case study on Holiday Inn, London Kensington” From this I improve
my knowledge about the impact of Covid-19 on the hospitality sector and what are the strategies
that help the company to retain its consumers before and after pandemic situation. What are the
changes that have to make by managers of the company in order to improve the retention rate of
consumers towards their services?
Also, it helps me to improve my skills in using some tool and methods for gathering data.
While conducting this research, I have face some problem also related to the time and unethical
behaviour of participates. To deal with this problem, I used the Gantt chart and obeyed some
principles of ethics also. To improve and gather information accurately, observation is another
method apart from questionnaire and interview.

There is analysis of reflection of this report through below mentioned kolbs reflective cycle:
Concrete experience: the overall new experience and the situation of performing work in present
research report is analysing the different strategies that are crucially required for the purpose of
understanding the impact of covid-19 organisational performance in hospitality sector.
Reflective observation: In this stage I identified that there are several inconsistencies between
my experiences and understanding. I believe that there is requirement of detailed research
prospects to perform a detailed review of existing information. In that search I identified that
there is requirement of various research methodologies that can help in successful completion of
the research.
Abstract conceptualisation: In this while working in a team I develop several new ideas that can
help in the process of managing different activities. In this process I was working on the ways of
effective conflict resolution process in the organisation.
Active experimentation: In this stage i will use my developed skills through this research that
includes communication; researching and collaborative management skills in future process of
research work.

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Online:
Ways marketing can prepare hotels for life after COVID-19, 2020 [online] Available through;
<https://www.hotelmanagement.net/sales-marketing/11-ways-hotel-marketing-can-prepare-for-
post-covid-19>

APPENDIX
Questionnaire:
Q1. Do you have knowledge about the impact of COVID-19 on hospitality industry ?
a) Yes
b) No
Q2. As per your view point, how customers of Holiday Inn are affected due to COVID-19?
a) Positively
b) Negatively
c) Neutral
Q3. According to you, which one is the effective customer retention and acquisition strategies
for Holiday Inn?
a) Taking feedback from customers
b) Providing customisation
c) On-time service
Q4. As per your view point, is above mentioned strategy help Holiday Inn to acquire and retain
its customers?
a) Yes
b) No
Q5. What are the strategies adopted by Holiday Inn for improving customer retention during
COVID-19?
a) Engage with them through social media
b) Ensure hygienic services
c) Provide them security
Q6. What is the best initiative taken by Holiday Inn to attract customers in COVID-19?
a) Hygiene and safety precautions
b) Compulsion of wearing mask
c) Implement a flexible cancellation policy
Q7. Provide some suggestions to the higher authorities of Holiday Inn for improving customer
retention after COVID-19?

Interview
Q1. Are you aware of the impact of Covid-19 on organisational consumer's acquisition and
retention?
Q2. What are the strategies used by Holiday Inn to retain its consumer before Covid-19?
Q3. What are the strategies that is opted by Holiday Inn to retain its consumers after Covid-19?

Research Ethics approval form
All students conducting research activity that involves human participants or
the use of data collected from human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “To examine and assess the impact of COVID-19 on organisational performance in
terms of customer retention. A case study on Holiday Inn, London Kensington.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
Interviews Yes No
Questionnaires Yes No
Observations Yes No
Use of personal records Yes No
Data Analysis Yes No
Action Research Yes No
Focus Groups Yes No
Others (Please specify) :

Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
The participants is recruited with the help of probability sampling
method.
Describe the processes you will use to inform participants about what you are
doing:
written & oral presentation , E-mail will be chosen.
How will you obtain consent from participants? Will this be written? How will it be
made clear to participants that they may withdraw consent to participate at any
time?
In order to obtain consent from recruited participants, all information
about research will be given in written form.
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues
arising from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a

brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This
could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?

Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and
Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the
ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach
to the Research Proposal when submitting to Turnitin.