Analyzing Customer Loyalty Schemes in Hospitality Sector: A Case Study on Bourne Leisure Ltd

RESEARCH PROJECT
PROPOSE (RA STE)

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Rationale......................................................................................................................................3
MAIN BODY...................................................................................................................................4
Literature Review.........................................................................................................................4
Research Methodology................................................................................................................4
REFERENCES................................................................................................................................1

INTRODUCTION
Background
Customer satisfaction has always been the top priority in the hospitality industry where the
companies are regularly trying to increase the satisfaction level of their consumers. This is done
to increase the retention of the existing consumers and attract additional customers to the
company (. Sota Chaudhry and Srivastava, 2019). Bourne Leisure Holdings Ltd is a private
British company owning a number of subsidiaries that operate in the hospitality industry where
different countries operate in the United Kingdom. The holding is a major part of the entire
hospitality industry operating in UK and impacts the manner in which they work. The rising need
and trend to retain the customers in the company has led to the development of various customer
retention techniques and these are different for different organization based on their operating
level and the scale at which they work (Dewnarain, Ramkissoon and Mavondo, 2019). In the
current research, such customer loyalty and retention schemes will be analysed specifically in
context of Bourne Leisure and these will be then evaluated in terms of what are the potential
challenges in implementation of such loyalty schemes and the solutions that can be developed in
order to minimise the challenges that the Bourne Leisure Company faces.
Aim
A study on analysing the customer loyalty schemes and cards in hospitality sector. A case study
on Bourne Leisure Ltd.
Objectives
 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.
 To ascertain the challenges in application of customer loyalty schemes in the hospitality
sector.
 To recommend appropriate solutions based on challenges identified.
Rationale
In the current researcher, the researcher will discuss the issue of customer loyalty schemes that
the Bourne Leisure company is using for their existing customers and different challenges that
the company faces in implementation of such leisure schemes in the company. This will then