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Customer Retention in Hospitality Industry - Case Study

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Added on  2021-02-19

Customer Retention in Hospitality Industry - Case Study

   Added on 2021-02-19

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Customer Retention in Hospitality Industry - Case Study_1
Table of ContentsTitle:.................................................................................................................................................3Chapter 1- Introduction....................................................................................................................3Background.................................................................................................................................3Statement of research problem....................................................................................................3Research aim...............................................................................................................................3Objectives of research.................................................................................................................3Research Questions.....................................................................................................................4Purpose and scope of research ...................................................................................................4Rationale for selection of topic...................................................................................................4Research specification.................................................................................................................4Chapter 2: Literature Review...........................................................................................................5Analyse the conception of social media......................................................................................5Identify affirmative and pessimist influence of social media on customer base of Premier Inn......................................................................................................................................................5Determine impact of social media for improving customer retention for Premier Inn...............6Identify measures for obviate antagonistic influence of social on brand image of Premier Inn.6Chapter 3: Research Methodology...................................................................................................8Research Design..........................................................................................................................8Research approach......................................................................................................................8Quantitative data:........................................................................................................................8Data collection methods..............................................................................................................9Chapter 4: Data Findings, Analysis and Discussion......................................................................11Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................19Reflection..................................................................................................................................19Recommendations.....................................................................................................................19Conclusion.................................................................................................................................19REFERENCES..............................................................................................................................211
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Title:“To determine role of social media in attraction as well as retention of customers ofhospitality industry for longer frame to time” A case study on Premier Inn.Chapter 1- IntroductionBackgroundSocial media refers to interactional computer mediated technologies which benefits increating along with sharing of ideas, information, interests in career and various others.Organisations makes use of social media for carrying out communication with their potentialcustomers. It acts a marketing tool that assist business to improvise performance of organisationon the whole within market (Ahmad, Musa, 2016). Some of the social media tools are used byfirms are Facebook, Twitter, Instagram and LinkedIn. This study is carried out on Premier Innwhich was founded by Whitebread in 1987. It is headquartered in Dunstable, United Kingdomand is largest hotel brand of UK. They have more than 72,000 rooms in around 785 hotels. Statement of research problemAt present scenario, Premier Inn is going through reduction in sales. With respect to this,management of marketing team is supposed to carry out a trenchant research through whichexistent customers can be retained as well as attract new by assistance of social media. This willmight aid them to intensify their sales. Research aimThe aim of research is “To determine role of social media in attraction as well asretention of customers of hospitality industry for longer frame to time” A case study on PremierInn.Objectives of researchTo analyse the conception of social media. To identify affirmative and pessimistic influence of social media on customer base ofPremier Inn. To determine impact of social media for improving customer retention for Premier Inn. To identify measures for obviate antagonistic influence of social on brand image ofPremier Inn. 2
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Research QuestionsDefine the conception of social media?What are the affirmative and pessimistic consequence of social media on customer baseof Premier Inn?What is the impact of social media on customer retention for Premier Inn?Evaluate measures for obviation of antagonistic impact of social media on brand image ofPremier Inn? Purpose and scope of research The major purpose of carrying out this research is to improvise understanding of socialmedia on marketing team so that by its usage organisation can retain as well as improvise salesin a desired manner. Scope of this research is to render broad understanding of concept of socialmedia to hospitality industry so that their performance can have significant impact.Rationale for selection of topicThe reason for selection of this research topic is that at present scenario this topic isfeasible and most of the people are addicted to these mediums (Anitha, 2016). By enhancing theknowledge associated with this concept, organisations will be able to retain their existingcustomers as well as attract more number towards services furnished by them. Through analysisand making use of social media organisation can increase their profitability like by postingdetails about themselves and what they are furnishing along with benefits or services provided bythem, etc. will lead people to know about them. As people are open to social media they wouldlike to visit Premier Inn, if they are satisfied with services being offered by them. Research specificationThe research comprises of various sections which have collectively contributed inattainment of feasible research results. At the beginning, it includes background of research, aim,questions and objectives associated with this. After conceptualization of effectual overview ofresearch, researcher will further deal with detailed information related with literature reviewsection. It is based on research question and they have been designed as per view point of author.After this research methodology is provided along with their significance in an appropriatemanner. It also comprises of timescale and description associated with resources that are neededby researcher for carrying out research in effectual manner. The factors which contribute in3
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process of selection of research project is the need of social medium is enhancing and it willprovide organization with an enhanced approach to increase their sales. Research Time Line4
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Chapter 2: Literature ReviewAnalyse the conception of social media.According to Margaret (2019), social media refers to collection of onlinecommunications channels which is used for interaction with people, sharing of content, videos,pictures and many more. In other words, it refers to combination of websites and applicationwhich includes forums, micro blogging, social networking, wikis etc. Social media interactivetechnology which helps in creating connection among people. This helps in communication andsharing information, ideas, views between people. Now a days Social media plays an important role within a business. It facilitates indeveloping social networks by connecting more and more people. This is internet-basedapplication which is used in many forms of activities which includes photos sharing, blogging,social games, micro blogs, social bookmarking, video sharing social networking, businessnetworks and so on. This will aid Premier Inn to have appropriate number of customers whichwill lead to attract them. Some of the popular social media applications are YouTube, Google+,Facebook, Tumblr, Instagram, LinkedIn, We chat, Telegram, Twitter, Quora, Snapchat, Pinterestand many more. Now a days social media is playing an important and significant role for eachand every business. As this helps in helps in communicating with customers, interaction onwebsites, e-commerce also helps in marketing and promotion for their products and services ofthe organization.Identify affirmative and pessimist influence of social media on customer base of Premier Inn.According to Laudon (2016), social media is very useful tool for organization whichhelps in marketing and branding of their products and services of there organizations and alsouseful for targeting the market as well as the customer. It makes easy for user to express theirviews about the product and services but it can be positive as well as negative. As social mediahas affirmative influence on the business, as this helps the business in growth and creating thebrand which creates the positive brand identity for this the management of the the Hotel PremierInn can use various platforms like Instagram,Facebook etc. Social media also improves the brandloyalty and awareness as it focuses on marketing, branding and awareness of product andservices of the hotel Premier Inn (Laudon, 2016). Social media is an effective and inexpensivetool of marketing as it save cost of print media and also take less time in promotion. This is5
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