Impact of Consumer Loyalty and Rewards Schemes - Marriott Hotel UK

RESEARCH PROJECT

Table of Contents
PART 1............................................................................................................................................1
Introduction......................................................................................................................................1
Project Title......................................................................................................................................1
Aim and Objectives..........................................................................................................................1
Research Question:.................................................................................................................1
Literature Review.............................................................................................................................1
Research Methodology....................................................................................................................4
Expected Outcome...........................................................................................................................5
Gantt Chart.......................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

PART 1
Introduction
Main aim of any firm is to gain maximum profit, this is only possible when they will be
able to understand the needs and requirement of customers. For this process, they make use of
strategies that will enable to make customers attract towards the products and services that are
delivered by the firm. This research is on Marriott Hotel that is a well known organization and
aim at deliver their customers with high quality services. This research will enable to determine
the impact of customers loyalty and reward schemes.
Project Title
“ To understand the impact of consumer loyalty and rewards schemes: A study on
Marriott hotel UK”.
Aim and Objectives
 To understand conceptual frame work of consumer loyalty and reward scheme.
 To identify impact of rewards scheme on performance of Marriott hotel
 To analyses the factors that impact on consumer loyalty at Marriott hotel
 To investigate whether consumer loyalty and rewards work in the Marriott hotel UK or
not.
 To recommend strategies to raise customers loyalty for the services of Marriott hotel UK.
Research Question:
 What is the conceptual frame work of consumer loyalty and reward scheme.
 What is the impact of rewards scheme on performance of Marriott hotel
 What are the factors that impact on consumer loyalty at Marriott hotel.
Literature Review
This holds of utter importance as it gives a brief idea about the overall researches that
have been conducted till now by a diversified range of people over similar related topics.
Furthermore, in order to carry forward the present researches, reference is taken from earlier
ones which have been already conducted. Moreover, it also gives an idea about the research gap
that exists. Also, the earlier researches done over similar topic amplifies the knowledge of
researcher. This knowledge is then further utilised by researcher to carry forward his present
research.
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According to Yi Jeon and Choi, (2013), for an organization to attain success, one thing is
very important and that is the loyalty of customers towards it. If the organization is able to satisfy
the customers in terms of quality and quantity then, customers will prefer that particular firm for
the products similar to previous one. As stated by Stathopoulou and Balabanis, (2016), this way,
consumers will become loyal towards that organization and customer loyalty is automatically
achieved. In order to attract customers, the company shall start offering reward schemes such as
making a complimentary product free over purchase of some particular set of products. This way
company will be able to grab the attention of majority customers and hence attain enhanced
performance. However, as per the arguments made by Minnema, Bijmolt and Non, (2017), when
reward schemes are being developed, one thing has to be kept in mind that, the overall financial
status of company shall never be negatively impacted by them. Reward schemes should be
therefore formulated in such a way that the products sale is also enhanced and at the same time
consumers also get attracted. So according to Hwang and Kandampully, (2015), keeping a bridge
between the reward schemes and financial status of company is very important for an
organization. The organizations should at all times try gaining loyalty from diversified range of
customers so as to gain a profitable sales. In order to do so, the best time to offer reward schemes
is during the festive season where people look out for different products. If they find out a
reasonable product is offering adequate reward the, automatically that particular product will
grab the consumer's attention. So overall it can be said that consumer loyalty with respect to a
particular organization can only be achieved if proper and adequate reward schemes are being
offered over that product. Alternatively, as stated by Dorotic and et.al., (2014), delivering
premium quality services and products can also emerge out to be of great help.
For gaining profits and enhancing of sales organizations at all times try to maintain a
good relationship with its associated customers. So, in order to stay connected with majority of
customers as stated by Meyer-Waarden, Benavent and Castéran, (2013), company should try
serving consumers with complimentary reward products for purchasing a particular item or
service. Consumers at certain times do not purchase a particular product because the price factor
plays a key role towards their disinterest. As a result because of price customers do not purchase
a product. But if company implies a certain sort of reward scheme over that particular product
then, consumers rethink over their decision . As stated by Thompson and Chmura, (2015),
customers usually get attracted towards the products over which they are being offered certain
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