Relations between Employee Engagement and Building Customer Loyalty in UK Hospitality Sector

RESEARCH PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
RESEARCH QUESTIONS.............................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY:...................................................................................................7
TIME SCALE:.................................................................................................................................8
RESOURCES:...............................................................................................................................10
REFERENCES..............................................................................................................................12

Topic: To identify the relations between employee engagement and aspects pertaining to
building customer loyalty in the context of UK hospitality sector.
INTRODUCTION
Research Background: Present research is based upon the topic relating to the employee's
engagement which carries the necessary part in the business. It is necessary that employee must
be passionate in these jobs and also put efforts to accomplish the task within the set time period.
In perspective of business, it is necessary that the employees must be satisfied from their jobs
and it is the duty of the organization to provide flexibility in taking their own decisions (Quinlan
and et.al., 2019). In context of building the customer loyalty, it is mainly undertaken through
building the strong connectivity with them by providing the excellent services and also take
feedback once they avail the services. Present research is based upon the Marriott hotels which is
founded by J. Willard Marriott and Alice Marriott in 1927. Due to carrying the renowned brand
image in market, they are located in around 6906 places and also they are engaged with around
176000 employees carrying the business worldwide.
Aim and objectives:
Aim: To investigate the relations between employee engagement and aspects pertaining to
building customer loyalty in the context of UK hospitality sector– A case study on Marriott.
Objectives:
 To understand the concept of employees engagement.
 To identify the positive and negative aspects of employees engagement over building
customer loyalty in hospitality sectors.
 To assess the challenges faced in managing the customer loyalty through pertaining the
strategies of employee engagement.
 To provide recommendation to the Marriott regarding adapting the best strategies relating
to employee engagement in context of building customer loyalty.
Rational: The reason behind selecting this topic is that it is difficult to maintain the customer
loyalty in business and also the major impact arise due to lack of employees engagement to
ascertain the task. Thus, the reason behind selecting this topic is to gather more information
which helps companies to plan different strategies to retain the customer interest in longer way.
Due to changes in market trends, the topic which is selected is useful as by adapting innovative
strategies in business resulting in attracting more customer towards the business. The another

reason of choosing this topic is that lot of authors had already conducted the research relevant to
this topic, thus the data and information are to be used in respect of bringing changes in existing
research and also authentic information is to be gathered from such sources.
RESEARCH QUESTIONS
It carries various question through which the research is presented as:
1. What is the meaning of employee engagement?
2. What are the positive and negative aspects of employees engagement required over
building the customer loyalty in hospitality sectors?
3. How the challenges examined regarding facing in managing the customer loyalty through
pertaining the strategies of employee engagement?
LITERATURE REVIEW
Theme 1: Concept of employees engagement.
According to the view of Azim and et.al. (2019) employee engagement is the extent to
which employees are feel passionate about their jobs which are committed to the organization.
This is not the same as employee satisfaction. This only increase and indicate some motivating
strategy to happy or content employees at workplace. This is wonderful strategy to build
effectiveness of employees to engage with others. In contradict way Shaban (2018) stated that, it
is critical for retaining valuable talent and is important pieces of employees satisfaction. This is
the emotional commitment of the employee has to the organization and its goals for working in
effective manner. Employee engagement is actually effective level of enthusiasm which is
created dedication of employee feels for their jobs. Engaged employees are fully motivated to
give their hard contribution for achieving goals and objectives of organization in effective and
valuable manner.
On the other side Eldor and Vigoda-Gadot (2017) cited that, engaged employees cares
about their work and task to performance within the company because they wanted to feel the
efforts could make a difference and positive organizational goals. This is generally seen at the
internal state of mind, to connected with mentally, emotionally and physically. Those contribute
together work and its effort, commitment to satisfy employee at workplace in effective manner.
Jung, Kim and Yoon (2018) interprets that trust and communication between the both employees
and management are also important as it is shows employees own abilities and their contribution