To Analysis Impact of Brand Image on Customer Loyalty in Hospitality Sector Business

Research Project

Title: To analysis impact of brand image on customer loyalty in hospitality sector business – A
Case Study on Ritz Carlton.
ABSTRACT
In this research, a discussion is all about impact of brand image on customer loyalty in
hospitality sector. There is discussion over concept of brand image along with factors which can
increase the brand image of an organisation. Present report is complete based on Ritz Carlton,
which is one of the biggest organisation in hospitality sector. At last there is discussion about
some recommendations are there which will help organisation in improving their brand image.

SUMMARY
With conducting this research, it is easy to understand about impact of brand image over
customer loyalty. There are factors by which an organisation can improve their brand image
which can help them in increasing customer retention. Hence with this research it is easy to
analyse relationship between brand image and customer's loyalty which make it easy for
organisation to increase their profitability. As per this research, work over feedbacks given by
customers plays a vital role in improving the brand image of an organisation. At last there are
some recommendations which helps to get positive impact in maintaining consumer relations.

Table of Contents
ABSTRACT.....................................................................................................................................2
SUMMARY.....................................................................................................................................3
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Overview and Background of study.................................................................................1
1.2 Aims and Objective..........................................................................................................1
1.3 Rationale of the study.......................................................................................................2
1.4 Chapter Preview...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Concept of brand image and customer loyalty in the hospitality sector businesses.........3
2.2 Factors that increase brand image to develop more significant advantages in Ritz Carlton.4
2.3 Relationship between brand image and customer loyalty to increase profitability in chosen
business...................................................................................................................................6
2.4 Ways through Ritz Carlton can improve their brand image in different areas of the world.6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: Analysis and Findings............................................................................................10
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................18
Discussion......................................................................................................................................18
CHAPTER 6: CONCLUSIONS....................................................................................................19
REFERENCES................................................................................................................................1
Appendix..........................................................................................................................................2

CHAPTER 1: INTRODUCTION
1.1 Overview and Background of study
Brand image refers to the impression of company or a particular brand in front of
customers. Brand image of company at marketplace influences its customer toward the company
and also helps organisation in gaining competitive advantage. With reference to hospitality
sector, it can be said that brand image impacts upon customer loyalty of company as if it holds
good brand image at market place then it is easier for company to influence customers toward its
product or services (Altuntaş et. al., 2014). This research is based on Ritz Carlton Hotel, a
renown hotel which offers hospitality services to customers.
Brand image of Ritz Carlton, plays an essential role in business growth of the company as
a good image of company gets customers support in quick manner. It has been analysed that this
company is having its chain hotel across the world. High presence of the company at market
place directly increases its brand image among customers. It has been analysed that in past years
rival company have conducted some unethical work within the hospitality industry which has
affected negatively on the brand image of whole industry in negatively (Berezina et. al., 2016).
In context to current situation, management team of Ritz Carlton hotel have conducted research
on the specified topic for improving their brand image at marketplace. In this regard, researcher
have prepared aims and objective for the same in order to find relevant outcome within the
provided time limit.
1.2 Aims and Objective
Aim: To analysis impact of brand image on customer loyalty in hospitality sector
business – A Case Study on Ritz Carlton.
Objectives
 To understand concept of brand image and customer loyalty in the hospitality sector
businesses.
 To analysis factors that increase brand image to develop more significant advantages in
Ritz Carlton.
 To identify relationship between brand image and customer loyalty to increase
profitability in chosen business.
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