Role of Social Media in Improving Customer Buying Behaviour and Loyalty in Hospitality Industry: A Study on Premier Inn

Research Methods for
Business

Contents
INTRODUCTION...........................................................................................................................3
Background of the study..............................................................................................................3
Research aim:...............................................................................................................................3
Research Questions:.....................................................................................................................3
Research Objectives:...................................................................................................................3
Rationale......................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Proposed Methodology....................................................................................................................5
Time frame.......................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Background of the study
Social media is defined as application and websites which emphasis on communication,
interaction, content-sharing and many more. In addition to this, it is referred as an effective tool
that allow users to share information and reach large number of customers within less time frame
(Dolan and et. al., 2019). There are various benefits gained by an organisation because of social
media that is increasing customer base level, customer satisfaction, increase in sales, high
profitability and many more. For the present study, Premier Inn is taken into consideration. It is a
British limited service hotel chain which was established in year 1987 and head office in UK.
The main objective to conduct the study is to analyse the role of social media in improving
customer buying behaviour and loyalty within the hospitality industry.
Research aim:
“To analyse the role of social media in improving customer buying behaviour and loyalty
within the hospitality industry” A study on Premier Inn
Research Questions:
 What is the role and significance of social media in improving customer buying
behaviour and loyalty within the Premier Inn?
 What are the social media tools used by Premier Inn in improving customer buying
behaviour and loyalty?
 What challenges faced by Premier while executing social media strategies to improve
customer buying behaviour and loyalty?
Research Objectives:
 To determine the role and significance of social media in improving customer buying
behaviour and loyalty within the Premier Inn.
 To examine the social media tools used by Premier Inn in improving customer buying
behaviour and loyalty.
 To determine the challenges faced by Premier while executing social media strategies to
improve customer buying behaviour and loyalty.