Influence of Brand Loyalty on Consumer Buying Behaviour in the Hospitality Sector

RESEARCH PROJECT

Table of Contents
BACKGROUND..................................................................................................................................3
AIMS AND OBJECTIVES..................................................................................................................3
RESEARCH QUESTIONS..................................................................................................................3
RATIONALE........................................................................................................................................4
SIGNIFICANCE..................................................................................................................................4
RESEARCH METHODOLOGY.........................................................................................................4
TIMELINE...........................................................................................................................................4
REFERENCES.....................................................................................................................................6

Topic - To investigate the influence of brand loyalty on consumer buying behaviour in the
hospitality sector: A study on Hilton Hotel
BACKGROUND
Brand loyalty is defined as a commitment made by customers towards a particular brand
making them repurchase the same brand products in spite of marketing efforts made by rivalry
firms to attract customers. The loyalty of any brand is evaluated by the value perception of
customers as offered by marketer. This research project is based on Hilton Hotels & Resorts which
is a multinational American hospitality company formerly known as Hilton Hotels. It is serving
across the world with property of 586 hotels in around 85 countries and territories. The project will
discuss about relationship between the customer behaviour and brand loyalty.
AIMS AND OBJECTIVES
Aims – To assess the impact of brand loyalty on buying behaviour of customer in relation with
Hilton Hotel.
Objectives -
 To identify the factors of brand loyalty affecting customer buying behaviour.
 To develop better understanding of relationship between brand loyalty and customer
satisfaction level.
 To evaluate influence of brand loyalty on the repurchase made by customer.
 To recommend factors which can help Hilton Hotels in building strong brand loyalty.
RESEARCH QUESTIONS
Q.1. What are the important factors of brand loyalty which influences the buying behaviour of
customers of the Hilton Hotels /