Influence of Loyalty Programs on Customer Satisfaction and Retention in Hospitality Sector: A Study on Hilton

Research Project
Contents

TASK 1.................................................................................................................................................3
Research title:........................................................................................................................................3
Research aim:........................................................................................................................................3
Research objectives:..............................................................................................................................3
Research questions................................................................................................................................3
Research rationale.................................................................................................................................3
LITERATURE REVIEW......................................................................................................................4
RESEARCH METHODOLOGY...........................................................................................................6
RESEARCH PLAN...............................................................................................................................7
Timeline............................................................................................................................................7
REFERENCES......................................................................................................................................9

TASK 1
Research title: To investigate the influence of loyalty programs on customer satisfaction
and retention with regards to hospitality sector: A study on Hilton
Research aim:
“The aim behind conducting present study is to assess the impact of loyalty programs
on customer satisfaction and retention in the context of Hilton.”
Research objectives:
As per the above aim following objectives have been drafted:
 To develop understanding about loyalty programs exist in hospitality sector.
 To assess association between loyalty card programs and Hilton’s customer retention
level.
 To identify relationship between Hilton’s loyalty program and customer satisfaction.
 To recommend ways to Hilton through which customer’s satisfaction and retention
level can be enhanced.
Research questions
 Does Hilton’s loyalty programs have influence on customer satisfaction and loyalty
aspects?
 What is the association between loyalty card programs and Hilton’s customer
retention level?
 What is the relationship between Hilton’s loyalty program and customer satisfaction?
 What strategies and measures are recommended to Hilton through which customer’s
satisfaction and retention level can be enhanced?
Research rationale
This research will help in effectively evaluating the impact of loyalty programs on
customer satisfaction and retention. This research is conducted for academic purpose and
personal interest which helps in bridging the gap on the particular subject matter and
effectively gain insight to gain in depth understanding. This study will help in identifying the