Analysing Customer Loyalty Schemes in Hospitality Sector

Research Project

Abstract
The current research work is based on the topic of “Analysing the customer loyalty schemes and
cards in hospitality sector”. A case study on Bourne Leisure Ltd, thus lead to better knowledge
about the ways that are suitable for organisation to attract and retain customers for a longer
period of time. Further, for achieving the set objectives of current investigation use of
questionnaire is made for data collection to have direct interaction with respondents to maintain
the integrity and authenticity of research work.
Table of Contents
Abstract............................................................................................................................................1
Title of project: Analysing the customer loyalty schemes and cards in hospitality sector. A case
study on Bourne Leisure Ltd............................................................................................................1
Chapter 1: Introduction....................................................................................................................1
1.1. Background of project.....................................................................................................1
1.2. Aims and objective..........................................................................................................1
1.3. Rational for selection of research topic...........................................................................2
1.4. Research questions..........................................................................................................2
Chapter 2: Literature Review...........................................................................................................2
Chapter 3: Research Methodology...................................................................................................7
Chapter 4: Analysis and Findings..................................................................................................11
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................19
5.1. Critical Appraisal...........................................................................................................19
5.2. Recommendations.........................................................................................................20
5.3. Reflection and suggestion for further work...................................................................20
Chapter 6: Conclusions..................................................................................................................21
REFERENCES..............................................................................................................................22
Appendix A: Questionnaire...........................................................................................................23

Title of project: Analysing the customer loyalty schemes and cards in
hospitality sector. A case study on Bourne Leisure Ltd.
Chapter 1: Introduction
1.1. Background of project
With increase in competition level and to meet higher expectations of customers it become
essential for all organisation to come up with some better and more effective way to attract and
retain customers for a longer period of time. Thus, to yield better customers satisfaction and
consumer experience the importance and role of customer loyalty schemes and cards in
hospitality sector is increasing (Kasemsap, 2017). The Bourne Leisure Holdings Ltd is a well
known British company that owes a large number of subsidiaries that are associated with and
belongs to hospitality industry across various regions of UK. It holds a large part of hospitality
sector of UK thus also face a tough competition that prevails in this sector thus, it become more
essential and vital for this organisation to adopt and implement some better ways to attract larger
number if customers and retaining them for a longer period. Thus, this organisation is selected
for current research that is based on analysis of use of the customer loyalty schemes and cards in
hospitality sector for better results along with challenges associated with customer loyalty
schemes and also facilitates information about the solutions to overcome these challenges.
1.2. Aims and objective
Research aim
The main aim of conducting this investigation and research work is, “To have a deep
study on analysing the customer loyalty schemes and cards in hospitality sector.” A research
work on Bourne Leisure Ltd.
Research Objectives
The main aim behind conducting this research work on Bourne Leisure Ltd are stated as
follows:
 To understand the emerging importance of customer loyalty schemes in hospitality
sector.
 To identify the strategies used for integrating customer loyalty schemes in Bourne
Leisure.
1

 To ascertain the challenges in application of customer loyalty schemes in the
hospitality sector (Hapsari, Clemes and Dean, 2017).
 To recommend appropriate solutions based on challenges identified.
1.3. Rational for selection of research topic
Selection of current research topic is rationale from professional view point of researcher
as it yield better information and analysis of emerging importance of customer loyalty schemes
in hospitality sector to attract and retain larger number of employees for longer period thus, vital
from perspective of an organisation. Beside this current research topic also meet the educational
and academic criteria of investigator along with yielding better work experience and
enhancement in skills and knowledge of researcher and other scholar to meet their personal
development and growth.
1.4. Research questions
The main research questions and issues evaluated through current research work are stated
as follows:
 What implication are you having regarding the emerging importance of customer loyalty
schemes in hospitality sector?
 What are the strategies used for integrating customer loyalty schemes in Bourne Leisure?
 What are the challenges that are faced in application of customer loyalty schemes in the
hospitality sector?
 What are the possible recommend appropriate solutions based on challenges identified?
Chapter 2: Literature Review
A literature review is a comprehensive summary or description about the research topic
on the basic of review of survey scholarly articles and documents, books and online as well as
other relevant sources about particular research (Kasemsap, 2017). This literature review or
analysis is made for meeting the requirement and determining the nature of research as for
conducting the literature review on the role of customer loyalty in hospitality industry as per the
Bourne Leisure Ltd.
a) To understand the emerging the importance of customer loyalty schemes in hospitality
sector.
2

According to the Vicky Karantzavelou, 2020. The enhance of the importance of customer
loyalty and relationships within the hospitality industry like hotels venture in that to making the
process of sustain or retain the customers which is very much important as the profits and growth
of the business is depends on them by optimised the services through their visiting (Hapsari,
Clemes and Dean, 2017). As per survey there is existence of the customer through loyalty by
existing customers. the main income of several hotels comes from its loyal existing customers
where the hospitality managers argued whether or not satisfying customers is sufficient, or
perhaps customer loyalty within the hotel industry is of higher importance rather than customer
satisfaction. To making the proper maintained and optimum utilised the supplier are dependent
on the retaining the customers as it updating the records of the data through the Customer
relationship management is assorted through wisely for making ensure the customer loyalty, it is
involved within a customer-supplier relationship, where the customer repurchases from the same
hotel service provider whenever possible and continues to uphold a positive attitude towards the
supplier (Ali and et. al., 2018).
Some of the hotels are ready to implement to develop the market share by using discounts
on prices, run a serious risk of having a negative impact on the hotel’s long-term profitability. In
addition, the cost of establishing new customers is far beyond the costs that retaining old
customers have. That is why, it is rather quality of service and building relationships than price
to differentiate and gain customer loyalty. As in the hotel industry the suppliers which are
dependent on retaining customers and that is the importance where it represent the availability
and presence to visiting the people in the property for exploring the services.
b) To identify the strategies assorted for influencing customer loyalty scheme in Bourne
Leisure.
As per the opinion of the Kushal Dev, 2017. By planning to mapped the customer loyalty
through various strategies which influencing customer loyalty scheme as with the context Bourne
Leisure Ltd which is the one of the best service providers to the customers in hospitality industry
at United Kingdom where they making their customer most prior as in term so responsibility
where they have making effective services to satisfy the needs (Ogbeide and et. al.,., 2017). By
pursuing to implement the best efforts of services the scrutinize the strategies which enhanced in
their premises are as follows:
3