Customer Retention Policy and Satisfaction Level - A Case Study of Hilton Park Lane London

This research project focuses on studying the customer retention policy and satisfaction level in the hotel industry, with a case study of Hilton Park Lane London. It aims to identify factors that impact customer retention and satisfaction, examine the interrelations between retention and satisfaction, and develop strategies for an effective retention policy. The study includes a survey of 40 respondents and qualitative data analysis techniques.

Submission Front Sheet
Unit Title and Number: Research Proje0ct (Unit-4)
1

TITLE: “To find out the customer retention
policy and satisfaction level. A case study of
Hilton Park Lane London.”

ABSTRACT
Present research project is based to study the various policies that can be used by
organisations to retain the employees for long time period. Employees play a crucial
role in success of an organisation so it is essential for every enterprise to keep them
satisfy in order to sustain in market for long run. Further, satisfaction of customers is
another most important element for a business enterprise to achieve success. It is
essential for all organisations working in hospitality sector to offer better and quality
services to its clients to satisfy them. Present study has been focused on the objectives
like To identify factors that impact on customer retention and level of satisfaction within
hotel industry. To examine the interrelations between customer retention and customer
satisfaction in hotel industry. To develop strategies for effective customer retention
policy that can be adopted by Hilton Park Lane London. Also the study conducted
survey from 40 respondents which is helpful to get the productive outcomes and growth.
In order to analyse study study has been taken qualitative data analysis techniques. At
the end of the segment. The final report is been recommend that the Hilton Hotel will
focus more about employees well being in order to retained company profit.
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Table of Contents
ABSTRACT....................................................................................................................................3
CHAPTER 1....................................................................................................................................5
Introduction ...........................................................................................................................5
Background of the organisation .............................................................................................5
Research aim..........................................................................................................................6
Research objectives................................................................................................................6
Rationale.................................................................................................................................6
CHAPTER 2....................................................................................................................................7
The literature review...............................................................................................................7
CHAPTER 3..................................................................................................................................10
Research Methodology..................................................................................................................10
Introduction..........................................................................................................................10
Data collection Procedures...................................................................................................10
Sampling ..............................................................................................................................11
TOPIC: Customer retention policy and customer satisfaction......................................................11
CHAPTER- 4.................................................................................................................................11
DATA ANALYSIS........................................................................................................................11
4.1 Thematic Interpretation..................................................................................................11
CHAPTER- 5 Recommendation & Conclusion ...........................................................................22
5.1 Conclusion......................................................................................................................22
5.2 Recommendation............................................................................................................24
REFERENCES..............................................................................................................................27
APPENDIX ...................................................................................................................................29
1. Time-frame.......................................................................................................................29
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CHAPTER 1
Introduction
Today, competition has become intense both at domestic and international level,
where in order to gain competitive advantage every company seek to gain high
retention of customers for longer period of time (Bowie and et. al., 2016). This would
help in earning high profitability as well as getting a strong position at competitive
marketplace. The present research is going to analyse the customer retention policy for
hotel industry and the level of satisfaction organisations can gain via offering better
quality of products and services. For this purpose, case analysis is done on Hilton Park
Lane London, to identify how respective organisation works on enhancing its customer
satisfaction.
Background of the organisation
Hilton Park Lane London is one of the branch of Hilton Hotel which is situated on
Park Lane in London. It has established in 1963, having 28 storeys including more than
453 rooms. Under UK Business Traveller Magazine, it is known as one of the best hotel
in UK that offers best quality of services to customers (Nankervis and et. al., 2016). Due
to one of the incident which was happened in 2011, that is a fire broke out in the kitchen
of this hotel. According to BBC news, that time more than 1500 guests were evacuated,

but with the help of fire-brigade, the fire was controlled and there were no major injuries
happened (Fire at Hilton Hotel in Mayfair tackled by London crews. 2011). But it had
threatened many travellers and tourists due to which, this hotel failed to gain retention of
them for longer period.
Research aim
This paper main aim is “To analyse how customer retention policy helps in
exceeding the satisfaction level of customers. A case study of Hilton Park Lane
London.”
Research objectives
 To identify factors that impact on customer retention and level of satisfaction
within hotel industry.
 To examine the interrelations between customer retention and customer
satisfaction in hotel industry.
 To develop strategies for effective customer retention policy that can be adopted
by Hilton Park Lane London.
Rationale
To increase research skills and enhance knowledge about policies made by hotel
industries to gain retention of their targeted audience, researchers have chosen the
present topic. For this purpose, they will use both primary and secondary research
techniques to gather relevant information on given topic. Furthermore, recommendation
for developing better policies to gain retention of customers will also be given to chosen
company.
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CHAPTER 2
The literature review
Factors impact on customer retention within hotel industry –
According to (Molly Galetto 2015), customer retention can be defined as a policy
or an action taken by a company to gain loyalty and retain its targeted audience for
longer period of time. In context with hotel industry, business of organisations dealing in
this sector are completely based on retention of their guests for longer period (What is
customer retention?, 2015). For this process, they generally take the concept of
customer loyalty and brand loyalty initiatives to influence guests towards services and
products. Traditionally, organisations in hotel sector focuses on expansion of business
only, but their concern is shifted towards customer retention which would help in earning
a number of benefits (Herjanto et. al., 2017). It includes engagement of customers with
business for long time, increase in productivity and performance of business for
enhancing their level of satisfaction, concern on development of skills and abilities of
staff members and associated people etc. All these process aid to increase reputation
and brand image of organisations.
As per the views of (Tag-Eldeen 2018), it has been analysed that there are
various factors that influence customer retention within hotel industry (Do you know the
factors that affect guest experience?, 2018). It includes cleanliness and hygiene, safety
and security measures, data protection, range of accommodation facilities, customer
services, relevant amenities, timely services and more.
Interrelationship between customer retention with customer satisfaction within
hotel industry -

According to (Urte Bakanovatie 2017), it has been determined that there is a high
correlation between level of satisfaction and retention of customers, within hotel industry
(Customer retention correlation with customer satisfaction in a hotel industry, 2017).
Decision of customers to stay at hotel or purchase its services again in future is highly
correlated with their satisfaction and experience they gained during stay. Therefore,
customer satisfaction is considered as most important factors which lead hotels towards
growth of business and success, by earning customer loyalty (Noone and McGuire,
2016).
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Strategies to develop customer retention policy–
According to Angela (Stringfello 2014), it has been identified that to develop
customer retention policy it is essential for hotels to identify why it’s guests are leaving
and attract towards other organisations (Customer Retention Strategies: 46 Experts
Reveal Their Top Tactics for How to Retain Customers, 2014). In context with Hilton
Hotel, after identifying the factors that affect negatively on customer satisfactions, it
needs to develop policies in order make improvement in business and faster better
relationship with its clients (Nankervis and et. al., 2016). Furthermore, this hotel needs
to solicit ideas of its loyal customers by taking their feedbacks and suggestions after
purchasing its services, for better improvement.

Different authors discuss different ways and strategies of improving customer retention.
According to (Terblanche, 2015)rewards to potential customers is the best strategy and way of
attracting new customers as well as retain existing customers. It is stated already that customers
who get special services and rewards they are more likely to retain within an organization for the
long run. It makes them feel respected and valued when the company give them proper attention
to them (Cook, 2017) said that feedbacks is the best strategy which can help the company in
accomplishing their goals by satisfying their customers. Feedback is the way of knowing more
about customers on which basis the hotel can perform their further functions. There are several
hotels whose main aim is to satisfy their customers and for that they give them excellent
services, but they do not follow up them after service. Post service and with the help of feedback
company can give them proper attention and also improve their services on the basis of reviews
given by customers. Some other tools can also be used as like strategies of customer retention
and satisfaction as well.
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CHAPTER 3
Research Methodology
Introduction
According to (Tag-Eldeen 2018), research methodology can be defined as a
procedure of gathering information, arranging and analysing the same, to obtain desired
outcomes for completion of objectives successfully.
Research Approach : Research approach is the method of research which
conduct study into two methods distinctive point of view or from inductive manner. In
other words, there are two method of research approach deductive and inductive
research approach. Deductive approach is concerned with developing a hypotheses
which is based on existing theories. Besides, inductive starts with observation and
reasoning. Present study has been taken Inductive approach method.
Research philosophy : Research philosophy is a vast topic under study has
been conducted in detailed way. There are two method of research philosophy
Interpretivism or Positivism. Interpretivism is the method which involves the participation
of human. It assumes that access to reality is only through social constructions such as
language consciousness. Besides, Positivism philosophy is conduct study in precise
manner. So in order to conduct this study researcher has been taken Interpretivism
method.

Research onion is a framework that is made up of 6 layers. Each layer of this onion is sub
divided into other parts. It consists of all approaches, designs and philosophies
1st layer of this research onion shows all philosophies. 2nd layers shows all approaches of
research that are being described above. 3rd layer discuss about research strategy which are being
taken by researcher to make the research project successful. Next layer shows research choise
and further discusses techniques and research horizon.
Data collection Procedures
In order to gather proper information about given topic, data collection procedures
provide a number of methods and processes. It includes primary and secondary
research techniques, where primary information is gathered through online and offline
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Illustration 1: research onion

survey, while secondary information via reviewing past data. Under this process, both
techniques will be used to collect data and conduct investigation in desired manner.
According to (Bowie and et. al. 2016), for analysing the information gathered from
secondary and primary information, researchers will use quantitative method, which is
generated by surveys. Here, the information will be represented in the form of statistical
manner, i.e. charts form then further interpretation will be done to obtain result.
Sampling
To address the main aims and objectives on customer retention policy as per
case study of Hilton Park Hotel, both primary and secondary are incorporated in present
research. For this purpose, to collect primary data, sample of 40 respondents are
chosen from the stakeholders of this hotel. Also the study has been taken 40 customers
as well as a respondent of the study.
TOPIC: Customer retention policy and customer satisfaction
CHAPTER- 4
DATA ANALYSIS
Data analysis is the most essential part of the whole research that explains the research
outcomes which has been gathered from primary survey. Data analysis is the process in which
researcher analyse the collected data either from quantitative or qualitative manner. So in this
chapter researcher will further collects data from 12 employees in order to analyse data into more
deeper manner and get relevant outcomes of the study. Along with that, it better helps to be more
authenticated and more effectively achievable.
4.1 Thematic Interpretation
Interpretation of employees
Theme 1: concept of customer retention
1. Are you aware with the concept of customer retention in hotel industry ? Frequency

Yes 35
No 5
Interpretation : On the basis of above table it has been identified that majority of employees
and 35 have known the concept of customer retention and only 5 employees who are not aware
the importance of the topic because they have recently joined the organization and have zero
experience.
Theme 2: customer retention is correlated with customer satisfaction
2. Do you think that customer retention is correlated with customer satisfaction ? Frequency
Yes 28
No 12
Interpretation : it has been found that majority of employees which is about 28 thinks customer
retention directly interlinked with customers satisfaction because satisfy clients are those who
want to revisits the hotel again. Rest of the 12 employees were thinking that this statement is not
fully correct. As customer retention connected with the popularity of brand.
Theme 3: factors influence customer retention
3. Which factors influence customer retention in hotel industry ? Frequency
Diversification 18
Corporate image 11
Service quality 11
15

Interpretation : As found from the observation, the majority of respondent thinks
diversification is the influencing factors for customers because new changes like by customers.
As compare to other factors like corporate image and service quality. 11 respondents thinks
corporate image is the influencing factor and rest of the employees said service quality is more
influencing way to attract customers towards the brand.
Theme 4: Hilton need to focus on while making customer retention
4. Which factors Hilton need to focus on while making customer retention
strategies ? Frequency
Ambiance 14
Health & Safety 11
Risk Management 15
Interpretation : As per the above discussion, it has been observed that as per the respondents in
which areas should Hilton need to focus so as according to 14 they think ambiance is the first
thing which have to be improve to attract customer retention. Secondly 15 of them were think
Risk management is the area on which they need to focus to protect the uncertainty. Rest of the
11 employees were think that Health & Safety is required to be improved by Hilton Hotel.
Theme 5: Incident impact on the customer retention
5. Do you think any incident impact on the customer retention ? Frequency
Yes 30
No 10

Interpretation : As per the above respondents it has been found that, as per the managers they
were think there is something which impact on the customer retention. Besides, it also think that
it makes the situation more complicated and influencing the business performance. As per the 30
employees the answer is yes and rest of the 10 employee thinks that, there is no incident which
can have impact on the system.
Theme 6: Approach of Hilton Park Hotel
6. Which approach of Hilton Park Hotel in regarding its customers loyalty? Frequency
Investment in CST activities 14
Ask for constructive feedback 11
Improvements in service quality. 15
Interpretation : As per this evaluation and consideration it has been found that which approach
of Hilton can about the customer loyalty. So majority of employees 15 were said improvement in
service quality can more required to get by the Hilton. Besides, as per the 14 were think Hilton
required to invest on in CST activities to gain customer retention. Besides, only 11 were think
that Ask for constructive feedback is the more required task to be considered to make the things
more understandable.
Theme 7: Hilton Park Hotel need for make improvements
7. Does Hilton Park Hotel need for make improvements in its services to gain
customer loyalty ? Frequency
Yes 32
No 8
17

Interpretation : as according to this survey it has been found that according to employees
improvement is required to gain customer loyalty. So as per the 32 employees said that Hilton is
required to develop and rest of the 8 employees were think that no they are not required to make
and understand the things more effectively. So it has been identified that how much business
organization required to improve or not.
Theme 8: Ways through Hilton Improve its service quality.
8. What are the ways through Hilton Improve its service quality ? Frequency
Investment in Health & Safety 15
CRM management 11
Increase range of accommodation 14
Interpretation : As according to this survey it has been identified by the researcher that
according to employees what are the ways through Hilton can improve its service quality. So
according to 15 majority of employees think that investment in health and safety is more
important for Hilton. According to 11 employees Hilton should need to adopt CRM management
ways to make the customer service quality more approachable. The rest 14 were think that Hilton
required to adopt a way to increase range of accommodation services for better service quality.
Theme 9: Investment in Health & safety can improve customer retention
9. As according to you, does investment in Health & safety can improve customer
retention ? Frequency
Yes 35
No 5
Interpretation : As according to this survey questionnaire does investment need to invest in
health and safety area aim order to gain customer retention. So majority of employees were think

yes 35 of them were said yes., rest of the employees thinking that Hilton should not invest in
health and safety.
Theme 10: Suggestion that Hilton Hotel Park need to adopt to make modification to gain
high customer retention of customers ?
Interpretation : Throughout the suggestions from all 40 respondents it has been found
from the study that according to employees what area should need to look into it by Hilton. As
according to employees majority of employees think that company needs to focus on the Health
& Safety management and should apply all the legal requirements to maintained the management
task in an efficient manner.
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Interpretation of customers
Theme 1: Satisfied with the services offered.
1. Are you satisfied with the services offered by the Hilton ? Frequency
Yes 30
No 10
Interpretation : As per the above interpretation it has been observed how much customer think
about the brand of Hilton Park Hotel. So from the above gathered information majority of
customers 30 are fully satisfied with the services given by the hotel. The other 10 are not
satisfied with the services as they felt that Health & Safety department is less reliable.
Theme 2: Areas on which Hilton need to improve
2. What are the areas on which Hilton need to improve? Frequency
Prices 15
Quality 15
Safety measurement 10
Interpretation : As according to the customers in what areas Hilton need to improve. Majority
of customers thinks that Hilton need to improve its pricing strategies and quality of services as
compare to safety management. However, this is required to be improved by the organization.
Apart from this it also required to manage the work and maintained the effective management
task to be more effectively managed services.
Theme 3: Services of Hilton Park attracts you more

3. Which services of Hilton Park attracts you more? Frequency
Safety and Security 10
Quality of foods 18
Fast services 12
Interpretation : as according to clients the most effective services attract them most is Quality of
goods provided by Hilton this statement given by 18 customers out of 40. The rest 10 were think
that safety and security is more attractive services by Hilton. Rest of the 12 were think that fast
services is the attractive services provided by the Hilton.
Theme 4: Hilton Park provide Services to customers
4. Do you think Hilton Park provide Services to customers? Frequency
Agree 18
Disagree 12
Moderate 10
Interpretation : As per the above interpretation it has been found that how much customers
think that Hilton provides effective services to the customers. So according to the business case it
is required to be manage the effective working system. 18 customers were agree with the above
statement. The other 12 were disagree with the statement and rest of the respondent were
moderate in the perspective of the services.
Theme 5: Services like Wi-fi and their accommodation of Hilton Park
5. Do you access the services like Wi-fi in their accommodation of Hilton Park? Frequency
Agree 18
Disagree 12
21

Moderate 10
Interpretation : As according to this above interpretation it has been identified that 18 customer
were agree that Hilton provides good Wi-Fi services. The other 12 disagree with the statement as
they suffered issue with Wi-fi services. Rest 10 were moderate.
Theme 6: Satisfied with check in and check out services
6. Are you satisfied with check in and check out services of Hilton Park Hotel ? Frequency
Agree 15
Disagree 17
Moderate 8
Interpretation : As according to this interpretation process it has been identified that how much
customers satisfied with the services of check in and check out. So as per the 17 customers
disagree with this statement because they are not satisfied with the services of Hilton. As per the
15 customers are happy with the services. And 8 of them were think that they haven’t got issues
with the services.
Theme 7: Hotel now more focus on Safety and security
7. Do you think Hilton is focusing on Safety and security of its clients and staff
members ? Frequency

Agree 18
Disagree 12
Moderate 10
Interpretation : As per the above interpretation it has been found that, according to 18
customers they are agree with this statement. 12 of them were disagree with this statement and
10 of them were not think any positive and negative aspect about the statement.
Theme 8: Hilton Hotel Park is able to achieve long term sustainability
8. Does Hilton Hotel is able to achieve long term sustainability in hospitality
industry? Frequency
Agree 20
Disagree 12
Moderate 8
Interpretation : As per the above interpretation if the hotel is able to achieve their sustainability
in the industry or not. It has been identified that it makes the things more comfortably managed.
So as according to 20 customers were agree with the above statement and rest 12 were disagree
with the statement. Apart from that, rest of the 8 customers were moderate with this statement.
Theme 9: Hilton Hotel Par require to focus on safety measurement
9. Does Hilton Hotel require to focus on safety measurement at its ambiance ? Frequency
Yes 30
No 10
23

Interpretation : From the above study it has been identified on which area Hilton require to
focus on safety measurement. As according to the survey the 30 customers it has answered yes
and the rest 10 customers said no.
Theme 10: Suggestion that Hilton Hotel Par need to adopt to make modification to gain
high customer retention of customers?
Interpretation : throughout the observation it has been suggested by the all customers that
Hilton is required to improve the pricing and Health and Safety security which has to be proper.
Also. As per the customer said Hilton should need to focus on risk management that helps to
gain the customer retention.

CHAPTER- 5 Recommendation & Conclusion
5.1 Conclusion.
The main reason of selecting this topic of customer retention policy and satisfaction is to
increase the knowledge about policy and importance of customer satisfaction. By conducting this
research, the researcher can identify all those factors that contribute and help the company in
developing customers relationship and satisfaction for accomplishing their goals.
Study also concluded about the Customer retention which described the means to engage
existing potential customers with the company for buying its products. Customers play a vital
role for hospitality industry as they are known as the key factor of the success. For retaining
customers companies develop customer retention policy and strategies (Shin and Thai, 2015)
There are several benefits and importance of developing customers retention policy such as: it
increases company's revenue, increase brand image, attracts new customers. As it is stated that
loyal and engaged customers spend more which help the hotel in increase their sales. By using
an effective customer retention policy it can improve customers relationship and engagement as
well. Engaged and satisfied customers help the company in attracting new customers by mouth
publicity which increase brand image.
In order to concluded from the observation conducted by employees. It has been analysed
that employees are satisfied with the services provided by the Hilton. It has been observed that
for employees as well as the organisation objective the customer retention is very important for
customer satisfaction it helps to measure the outcomes. As according to employees to influence
customer retention according to employee diversification is the leading factor which highly
affect the customer retention process.
It has been observed that, according to employees Risk management is the essential area
on which company required to focus in order to get high retention customer ratio. It also has
been concluded by the managers that according to stakeholders Hilton mainly acquire
improvement in service quality to make their employees happy and satisfied. Also, it has been
concluded that employees think positive for the organization and only recommend to focus on
the customer health & safety. So the results are positive and favourable for the organizations in
terms of business success. In order to argue the point it also has been observed by the researcher
that according to employees they recommend that Hilton required to make new strategies on
25

prices and quality which is most attractive factor of customer retention. So as according to the
survey of employees in better way and goals.
In order to observe from the survey taken by customers that how much they have satisfied
with the services of Hilton. Overall, it has been observed that customers stated both positive and
negative point regarding what actually they think about the hotel. According to majority of
clients were happy and satisfied with the services of Hilton. Researcher asked by customers that
according to them which area Hilton should need to improve as according to clients they have
suggested price and quality. Besides, customer also stated that majorly they have attracted
towards Hilton because of their quality of food and fast services. Both they have implementing in
the best manner. Customer satisfaction level in check in or check out so in that situation
customer satisfied with check in an out services of Hilton. In that part of situation it will make
the things more clearly defined and in systematic form. Follow the SEO staples is the difficult
for potential customers to find via their preferred search engine. Consider likely terms when
planning of hotel marketing. Study also concluded about the Research methodologies which
plays a vital role in as it is a technique that is being used in research to identify, select as well as
analyse relevant informations to the topic. The main aim of developing research methodologies
is to evaluate and keep maintaining validity of the research. There are some steps involved in
researched methodologies such as philosophy, approach, design etc. Selecting the best research
type is an important part of research methodology. Study concluded about the types of research
methods which researcher selected according to their selected topic. Two types include
qualitative and quantitative. Quantitative is all related to numbers and numerical data which is
being used to identify the main cause of the problem. With the help of using mathematical
techniques' researcher collect relevant data to the topic. There are some sources of this type by
which researcher collect informations such as observation, online survey etc. With this help
scholar can get authenticate data which can help them out in making the research successful. On
the other hand, study also concluded the method of qualitative type of research which is a
scientific way of gathering relevant data from the topic. It is all about non-numerical data. By
collecting this type of data scholar get the answer of why as well as what. By getting answers of
both question they can get deep understanding of the topic (Lewis, 2015). This type of data re
being collected by random sampling methods. Some sources of collecting qualitative data

includes: interview, focus group etc. For this research, scholar has made use of qualitative type.
The main aim of selecting this type is to solve critical issues and accomplish its goals.
5.2 Recommendation
In order to recommend strategies for service sector firstly they need to prefer to improvise
the level of services provide to buyers. Specially in 5 or 7 star hotels. They should have focus on
the deals which most attracts customers and buyers. Like go live with a great website. Hilton
should acquire marketing strategies different from other brands to retain the customer attraction.
Going that extra mile for the guests can yield massive returns. Also it required to recommend by
real authority. On the other side, in order to attract high leverage and pool from customers. It is
helpful for the customers to analyse the high potential growth in an effective manner. Also, it
recommended to the Hotel that they would need to expand global distribution systems which is
clearly mentioned the satisfaction level of customers. Also Hilton need to upgrade their current
services to make existing clients happy and satisfied. Like start using automated transactions
between travel services providers and connected with the different travel agencies. In order to
recommend service strategies of hospitality industry. It is required to have or better understand
the effective working goals which most effective and leading business targets. Also, Hilton can
conduct training for employees that helps to create or analyse the deep goals. Performance
support is an application that uses visual recognition technologies that helps employees to better
serve the services to the customers. Provide personalized customer service. This personalized
customer services is the true service excellence required personalization and making each
customer feel good. Hilton can also create a positive start for new employees. On boarding
surveys can be more useful and innovative. In order to measure the customer satisfaction. Hilton
can also take routine performance management plan in order to serve customer in more
satisfactory manner.
From the above study it has been recommended that the company uses several strategies
of customer retention. Some strategies help them in retaining their customer but still some
customers feel requirements in their strategies. It can be recommended to the hotel that it should
focus on corporate social responsibility program as it can make customers believe in company;s
products and services. It is also analysed from the above study that Hilton hotel do not focus on
health and safety policies for its customers and employees. Customers interpreted and said that
this hotel is good at all but does not focus on health safety measurement by which they feel
27

insecure (Hu, 2016). So it should develop an effective health and safety policy which can make
customers sure that they are safe in the hotel. Managers and CEO also suggested that it requires
focusing on risk management strategies in order to retain its potential customer within the hotel.
Customer retention includes all those activities which are being performed by an
organization to decrease the number of customer defection. Customer retention policy and
programmes help organizations to make all its potential customers stay within an organization
and accomplish their goals. This present study is based on Hilton Park Lane, London and by
collecting relevant data from this company on the topic, research will accomplish its aim and
goals. This present study is will discuss some factors that can help an organization in retaining
their customers and increasing their satisfaction level for increasing their brand image. It will
also show the importance of developing customer retention policy which make all customers
able to give their efforts to the company and retain there for the long run. It will also show some
steps involved in research methodologies such as research types, philosophies and approaches.
Further it will discuss the importance of ethics in research and analyse all data collected by
primary and secondary sources. Hilton can also need to give chance to the new fresh talent to get
new ideas and innovations.
Hilton Park Lane, London is being selected for conducting this research successfully. It is
a hotel that is situated on Park Lane, United Kingdom. This hotel was founded or opened in the
year of 1963 designed by William B. Tabler and this hotel has approximate 453 rooms and 28
storeys. It has faced several problems after some years of establishment. In the year of 2011, a
fire broke out in the hotel damage was limited. This hotel is known for its best quality products
and services as well as effective customer retention schemes. All these strengths provide it
several opportunities of expanding its business in international market. It has some weaknesses
as well such as over dependence on US market which can decrease its profitability and sales.
Several guest has been met who gave several positive feedbacks about its services. Some
customers believe that it should need to make changes in its some strategies and for that it now
more focuses on customer retention policy.
Hotel can expand its business and can understand future needs of customers with the help
of customer retention policy. When customers stays with the company and when the company
keep customers around them then they can better understand their changing needs As per the
view of (Staudt and Wagner, 2018) . By getting recommendations and suggestions from their

engaged customers they can know market trends. By knowing market trends they can make
changes in their strategies for becoming the market leader.
There are several factors that plays an important role in increasing customer retention and
satisfaction as well. That the main factors which contribute and can help the company in
increasing customers' retention is personal relationship and reputation of the firm. The way of
treating customers by the hotel affect them to the great extent (Ullah, 2015). There are several
department in hotel industry which are responsible in satisfying customers. Reputation of the
hotel also plays vital role. Sourcing practices, security at firm, behaviour of manager of dealing
customers companies make an organization more effective. This image an effectiveness attract
customers towards them. In addition, said that rewards and price fairness contribute in increasing
customer retention. There are several companies who are trying to give the best service but
customers expect something extra or rewards from the company. Those hotels who offer return
gift, discounts, special attention they are more likely to attract customers towards buying their
services. They keep their customers from going elsewhere (Sankar, 2015).
Different authors discuss different ways and strategies of improving customer retention.
According to rewards to potential customers is the best strategy and way of attracting new
customers as well as retain existing customers. It is stated already that customers who get special
services and rewards they are more likely to retain within an organization for the long run. It
makes them feel respected and valued when the company give them proper attention to them
(Cook, 2017) said that feedbacks is the best strategy which can help the company in
accomplishing their goals by satisfying their customers. Feedback is the way of knowing more
about customers on which basis the hotel can perform their further functions. There are several
hotels whose main aim is to satisfy their customers and for that they give them excellent
services, but they do not follow up them after service. Post service and with the help of feedback
company can give them proper attention and also improve their services on the basis of reviews
given by customers. Some other tools can also be used as like strategies of customer retention
and satisfaction as well (Terblanche, 2015).
29

REFERENCES
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31

APPENDIX
1. Time-frame
ACTIVITES WEEK 2 W WEEK 4 WEE
K 5
WEEK
6
WEEK
7
WEE
K 8
WEEK
9
WEEK
1 0
Identifying title of
study
Problem
statement and
select the
company with
tutor
Setting deadlines,
red about Sony
Literature review
Selecting
techniques for
research
Determining
Budget
Data
Interpretation and
analysis
Evaluating results
and findings
Presenting
conclusion and
recommendations
Documenting

results
Submission of
report
2. Questionnaire
For Employees
Questionnaire
Name :
Occupation :
1. Are you aware with the concept of customer retention in hotel industry?
Yes
No
2. Do you think that customer retention is correlated with customer satisfaction?
 Yes
 No
3. Which factors influence customer retention in hotel industry?
 Diversification
 Corporate image
 Service quality
4. Which factors Hilton need to focus on while making customer retention strategies?
 Ambiance
 Health & Safety
 Risk Management
5. Do you think any incident impact on the customer retention?
 Yes
 No
6. Which approach of Hilton Park Hotel in regarding its customers loyalty?
Investment in CST activities
Ask for constructive feedback
33

Improvements in service quality.
7. Does Hilton Park Hotel need for make improvements in its services to gain customer loyalty?
 Yes
 No
8. What are the ways through Hilton Improve its service quality?
 Investment in Health&Safety
 CRM management
 Increase range of accommodation
9. As according to you, does investment in Health & safety can improve customer retention?
 Yes
 No
10. Give personal suggestion to Hilton for developing customer retention methods.
For Customers
Questionnaire
Age :
Name :
1. Are you satisfied with the services offered by the Hilton?
 Yes
 No
2. What are the areas on which Hilton need to improve?
 Prices
 Quality
 Safety measurement
3. Which services of Hilton Park attracts you more?
 Safety and Security
 Quality of foods

 Fast services
4. Do you think Hilton Park provide good services to its customers ?
 Agree
 Disagree
 Moderate
5. Do you like the services like Wi-fi in their accommodation of Hilton Park?
 Agree
 Disagree
 Moderate
6. Are you satisfied with check in and check out services of Hilton Park Hotel?
 Agree
 Disagree
 Moderate
7. Do you think Hilton is more focused on Safety and security of its clients and staff members?
 Agree
 Disagree
 Moderate
8. Does Hilton Hotel Park is able to achieve long term sustainability in hospitality industry?
 Agree
 Disagree
 Moderate
9. Does Hilton Hotel Par require to focus on safety measurement at its ambiance?
 Yes
 No
10. Suggestion that Hilton Hotel Par need to adopt to make modification to gain high customer
retention of customers?
35