Brand Awareness Impact on Customer Loyalty: A Dorchester Hotel Study

This research project investigates the critical role of brand awareness in fostering customer loyalty within the hospitality sector, with a specific focus on The Dorchester Hotel. The study begins with an introduction to brand awareness and its significance, followed by a background that establishes the context for the research. The objectives of the research are clearly defined, along with the research questions and the problem statement. The project then delves into a comprehensive literature review, exploring the concept of brand awareness, its importance in the hospitality sector, and various tools and techniques to increase it, such as social media, SEO research, and guest content. The methodology outlines the research approach, while the data findings, analysis, and discussion provide insights into the impact of brand awareness on customer loyalty. The project concludes with recommendations, anticipated limitations, and a summary of the findings, emphasizing the importance of brand awareness in driving customer loyalty and retention. The research utilizes a Gantt chart for project planning and execution.

Research Project

Table of Contents
Chapter 1: Introduction....................................................................................................................3
Introduction to the project:..........................................................................................................3
Background of the research:........................................................................................................3
Research objectives:....................................................................................................................4
Research question:......................................................................................................................4
Statement of the research problem:.............................................................................................4
Rationale for selection of topic...................................................................................................5
Plan and procedures:...................................................................................................................5
Chapter 2: Literature Review...........................................................................................................6
A) Concept of the brand awareness............................................................................................6
b) Importance of the brand awareness in response to customer's loyalty in the hospitality
sector...........................................................................................................................................7
c) Different tools or techniques that can be used to increase brand awareness for maximum
customer loyalty..........................................................................................................................8
Chapter 3: Research Methodology...................................................................................................9
Chapter 4: Data Findings, Analysis and Discussion......................................................................11
Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................17
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

Title of the project: The importance of brand awareness for The Dorchester for its customer
loyalty.
Chapter 1: Introduction
Introduction to the project:
Brand awareness is the conceptualized marketing term which helps to describes degree of
the consumer recognition of a product by its name. Creation of a brand awareness is a key step
useful to promote new product or reviving previous brand. Also, brand awareness in hospitality
sector is necessary to build brand loyalty & customer retention for high time (Zhang, 2015). In
day to day life, many different brand are coming with unique point, USP and necessary
identification of the customer's that would help to customer loyalty in any hospitality sector,
which is mainly hotel sector. This detailed research project will be carry on “The Dorchester”, a
leading hotel firm headquartered in London. UK. This firm is well known for its strengths such
as customer satisfaction or loyalty at any given point of business. This entire detailed report is
carried on analyse an importance of brand awareness to check or know for customer's loyalty.
Background of the research:
This is one of the necessary of every research which deals to provides information on the
given topic. It will cover knowledge on what will be cover in research paper and true nature of
an information. It would link introduction to the complete research topic and ensures logical flow
of an idea's. Hence, this detailed research will be cover on brand awareness into hospitality firm
to ensures customer's loyalty & change in perception. Background of this paper will be constant,
as topic selected is wider in nature and have different subsequent.
Brand is mainly termed as any intangible identity which has some value or result comes
out of any know-how. Awareness is the capability to be known with any defined information or
object. Brand + awareness is the sum for development for customer responses and ensures about
loyalty at a major sector. This research will puts into clear understanding of a brand awareness in
response to ensures about customer's loyalty in the hotel sector (Braun, 2017). Detailed research
project will cover importance of the brand awareness to rise customer's loyalty for hospitality
business firm. Also, research paper will be done into the comprehensive manner which cover
analysis, intro and knowledge of research and arrives onto the productive outcomes and results.

Research objectives:
For this research project, a well structured research objectives. These objectives are made
by considering research topic & self knowledge to come out on its productive results.
 To understand the concept of brand awareness
 To analyse the importance of the brand awareness in response to customer's loyalty in the
hospitality sector To know tools or techniques that can be used to increase brand awareness for maximum
customer loyalty.
Research question:
 What is a concept of the brand awareness
 What is the importance of the brand awareness in response to customer's loyalty in the
hospitality sector Discuss different tools or techniques that can be used to increase brand awareness for
maximum customer loyalty.
Statement of the research problem:
In this part of research, focus will put to previous study on same topic & what has been
found out of it. In last few years, several studies have been carried on brand awareness for both
physical brand & product's which have some defined value in it (Zenker, 2017). In Hanna
Bornmark (2005), a clear and concise study has been conducted to put its focus on creation of the
brand awareness for brand choices at to the larger context. In this, general overview of topic is
not clear and less focus has been put deep analysis of a brand awareness in context to
organisation. Due to which, outcomes are not appropriate at the standard requirement. With help
of this research paper, deep and comprehensive understanding & analysis will be given to brand
awareness and how it would helpful to rise brand loyalty for any organisation, especially
hospitality firm.
Purpose and scope of your research:
In every research, there are several purposes or scope for which studies undertaken. For
this project, the purpose of this research is to makes out clear understanding of a given topic and
how an effective conclusion can be built from the same (Guzman, 2017). This research study
have suitability to be carry out in selected time. Lump-sum purpose of this research is to carries
out to raise ability of an individual to share information & knowledge to other in an effective

manner. Long term scope of a research study is to conduct check how given topic is suitable and
feasible to benefits both learner and business organization to gain proficiency.
Rationale for selection of topic
Every topic is different & diverse in nature, which have its existences and reason its been
in use. The rationale for this research is to enhances both learner & an individual understanding
on given topic. Also reason for selection of this topic is to apply any defined knowledge or info
by company, in case of business scenario of the Dorchester hotel and scope is to makes correct
outcomes for this researcher for both learning and legal implementation basis.
Plan and procedures:
Gantt Chart
It is one of the most popular and useful way of showing activities like tasks or events or
displayed against time. However, it is regarded as an effective tool which is a visual view of
tasks scheduled over time (Veloutsou, 2017). Along with this, it is used for planning the project
of all sizes and it's a productive element which screens what work is planned that is to be carry
out on a specific day. Moreover, it also provide starting and ending date of project which enable
researcher to execute there work effectively and productively.

Chapter 2: Literature Review
A) Concept of the brand awareness
According to Jack Sheridan, 2017, Brand awareness is referred to a extent which make
brand recognizable to all the potential customers and is also associated with the products and
services of the company. It plays a crucial role in the company as it affect the buying decision of
a customer by making them aware of a specific product (Urde, 2016). It also helps an
organisation to survive easily in this competitive edge as this result in effectively generating of
more customers and also generate the higher sales which prevents competitors from gaining of
the highest market share. Brand awareness includes both brand recognition and brand recall.
Brand recognition is defined as the ability to which customers are able to identified the brand by
some of the special indicators like colours and logo. It is considered as one of the main step of
building a brand as it not only involve the recalling of the name of business but also provides a
complete information about the products and services offered by the company. Building a brand

awareness help in promoting of a business and enable the successful introduction of products by
the company. Brand awareness also includes use of various promotions channel like social
media, advertisement in newspaper and TV and also word of mouth publicity. Apart from this
company started using slogan and tag lines that which creates a new image in the minds of
customers which make them loyal towards the company and also enable them to retain for a long
period. Some of the big companies in order to make their brand popular also uses star power in
order to connect with large number of customers. Thus in order to build brand equity brand
awareness is very necessary which results in high sales and overall profit maximisation.
b) Importance of the brand awareness in response to customer's loyalty in the hospitality sector
According to Islam and Rahman, 2017, Brand awareness is very important for the
business as it help in giving a business a stand in the eyes of the customers. It makes the product
recognisable that helps customers to stay loyal and retain for a long time with company. The
income of hospitality sectors lies in hand of loyal customers (Lin, 2015). Therefore hospitality
sector must create the brand is such a ways so that the customers become satisfied with the
services. As a unsatisfied customer will never return to a hotel and also shared a bad experience
with every one where as a satisfied customers tends to be loyal always which keep them coming
back to hotel again and again. Hotel in order to create brand awareness among the customers
must make use of advertising methods such as posters, print media, newspaper ads etc. so that in
order to promote the hotel. Along with the brand emergence, Hotel main priorities is after
looking for the customer services so that they can recommend other friends and relatives for the
service. Hospitality sector in order to boost the customer loyalty also can use of various options
like providing of clean room, good room services such as clean bath rooms and many more. Thus
brand awareness in hospitality sectors is very important so as to create a loyal customers which
helps in increasing the market share as well as revenue of the concern.
c) Different tools or techniques that can be used to increase brand awareness for maximum
customer loyalty
According to Andrew Medal 2018, A trusted brand always plays a important role in
order to sustain for a long period. Companies in order to create brand awareness for attaining
maximum loyalty make use of various tool and techniques that are mentioned below:

Use of social media platforms: Social media helps to promote brand awareness among
the customers as there they provide so many different option of a thing which enables the
customer to chose best among all. Moreover these social media apps takes timely feedbacks from
the customers which helps in getting their views and also make customer feel valued which tend
to increase loyalty toward the product.
Social advertising: Now a day many company making use of Facebook and google
which are relatively cheaper than other modes and also enables to make brand seen on the social
sites. Here the user without visiting and know the proper specification of a product which saves
their time and also create awareness among the customers mind (Bjerre, 2015).
SEO research: Researching the SEO strategies will result in increasing the brand image
as this makes the company leader among all the experts in the industry. Moreover by doing so a
large number of customers get attracted and as a result will also recommend about the products
to their friends and relatives which helps in making a large base of loyal customers.
Impressive guest content: It is the another way by which brand can be known to other
by delivering the best content about the company on the blogs. Blogging now a days is
considered as one of the most powerful platforms that help in establishing the company as al
reader among others in the field. Both useful as well as educational content are published so as to
attract the target audience that make them part of the company. Thus by posting the content over
the blogs make the name of the company powerful among the competitors which results in
engaging of the loyal customers.
Infographics: Through this medium, company shows a bright and colourful display
picture of their data which are able to attract large number of people. These infographic produces
a quick image in the minds of customers which make them influence over availing the services
offered by the company.
Thus by making use of different techniques and strategy company is able to make brand
recognisable at the market. Further by creating the brand awareness a large number of loyal
customers base can be developed which results in increasing the profit maximisation of the
company.

Chapter 3: Research Methodology
Research methodology refers as an effective process used by researcher to accumulate
proper information or data about the field of study or topic. It is a most important chapter which
clearly describe the methods of research applied to conduct the study. The investigator explains
how the essential information and data to address the research questions and objectives was
gathered, shown and analysed (Knudtzen, 2017). Main reasons and justification for the data
sources, research design, data collection techniques, research instruments, research strategy, data
presentation techniques, analytical techniques, research reliability and validity used are given.
For this study, research methodology have several elements such as research design, data
collection tool, sample size, instrument such as questionnaire or observation form will be led into
the consideration. A complete discussion onto research methodology are as given under:
Research design: It describes as an effective structure or plan for a research or a list of
procedure and specification for organising and controlling a research project. There are mainly
three types of research design, including, descriptive, exploratory, and experimental. All these
are essential but according to the topic, descriptive design is more suitable because it will
supports to portray a proper profile of person, situations and events. It allows for accurate and in-
depth evaluation of elements and variables of the population.
Research approach: Inductive & deductive is best considered as an approach to research
used by the researcher to collect most qualified information and in-depth information about study
topic. In this study, inductive approach is a best suitable approach to gather an effective data to
arrive at a valid conclusion.
Data collection method: There are two types of the data collection such as primary and
secondary method. Primary data collection based on quantitative form, in which consideration is
puts on quantity over quality (Coskuner-Balli, 2015). In this type of the data collection, focus is
on gathering information & data using well structured questionnaire or feedback form to bring
valuable data in given point of time. Secondary data collection is the technique to collect data
which is qualitative in nature. In this, data or information can be gather from books, journals,
magazines etc., to find out valid conclusion in lesser time. In this research, primary data
collection will be utilises to get effective data using the well structured questionnaire and doing
an analysis of the same.

Sample size: For this study, sample size is 50 respondents and time allotted is 25 days.
All these respondents will be asks question using interview questionnaire or feedback form, so as
to consider their data for beneficial of this research project.
Tools & techniques: In this research study, well-structured questionnaire has been taken
to ask people about their own knowledge on this research topic (Du Preez and Bendixen, 2015).
This questionnaire is consist of total 8 question along with different option available to
respondents. In this, book, journals and magazine will be used to gather quality data to feasibility
of collected data.
Interview questionnaire:
Name:
Age:
Contact: 50
Q.1) Are you aware about concept of the brand awareness?
a) Yes
b) No
Q.2) What makes “The Dorchester ” a big hotel brand?
a) Service recalling
b) Customer chain
c) Values based service
Q.3) How you recall brand awareness, when “The Dorchester” comes into your mind?
a) Attractive services
b) Brand popularity
Q.4) What is the importance of the brand awareness in response to customer's loyalty in the
hospitality sector?
a) Brand visibility
b) Attracting high customer
c) Rise in profitability of the business
Q.5) What are the promotional tools or techniques which hotel firm can take to led brand
awareness
a) Advertising
b) Social media platform

c) Direct awareness campaign to the customer's
Q.6) What are the challenges which can be faced by “The Dorchester” to build its awareness
for the brand?
a) Customer attrition
b) lack of funds
c) less campaign
Q.7) Are these challenges are severe to customer's loyalty or not?
a) Yes
b) No
Q.8 What strategies can be taken to explore brand awareness for the Dorchester hotel to
enhance customer's loyalty?
a) Run campaigns to built brand
b) Resource utilisation
c) Effective planning to reach people
Q.9 Any recommendation ...............................................................................................................
Chapter 4: Data Findings, Analysis and Discussion
Analysis & interpretation: This portion of the research is based on Theme style, in which
data analysis & interpretation will uses diagram such as bar chart & pie diagram. The complete
analysis are as given below:
Theme 1:
Q.1) Are you aware about concept of the brand awareness? Frequency
a) Yes 30
b) No 20
Interpretation: It has been signified from the above graph that the out of 50 respondents
30 candidates agrees theta they are familiar with the concept of brand awareness as they says that
it is one of the useful tool to promote products in an impressive way . On the other hand, 20
people denies that they are not aware with the idea of brand awarenesses.

Theme 2:
Q.2) What makes “The Dorchester ” a big hotel brand?
a) Service recalling 20
b) Customer chain 10
c) Values based service 20
a) Yes b) No
0
5
10
15
20
25
30
35
30
20
Frequency
20
10
20 a) Service recalling
b) Customer chain
c) Values based
service

Interpretation: From the preceding shown graph, it has been stated that out of 50
people, 20 responder says that service recalling function made The Dorchester Hotel a successful
player among competitive marketplace. On the other hand, 10 pupils believes that The
Dorchester Hotel has effective customer chain that enable them to obtain profit maximisation in
an appropriate way. While, rest of the 20 audience thinks that it is fully focus over value based
service due to which it help them to gain high productivity ratio.
Theme 3:
Q.3) How you recall brand awareness, when “The Dorchester” comes
into your mind?
a) Attractive services 30
b) Brand popularity 20
Interpretation: The above drawn graph explains that out of 50 audience, 30 people
agrees that The Dorchester render best and attractive service which assist them to recollect the
concept of brand awareness and whereas 20 individuals thinks that because of its brand
popularity it clearly pictured the idea of brand awareness as well as enable to understand the
impact of this over business operation and function.
Theme 4:
Q.4) What is the importance of the brand awareness in response to
customer's loyalty in the hospitality sector?
a) Brand visibility 15
a) Attractive services b) Brand popularity
0
5
10
15
20
25
30
35
30
20
Series1

b) Attracting high customer 20
c) Rise in profitability of the business 15
Interpretation: The above display of graph mentions that out of 50 population, 15
audience believes that brand awareness plays a vital role within hospitality sector as it enable
them to acquire brand visibility that leads to attain high level of customer loyalty. On the other
hand, 20 respondents thinks that the idea of brand awareness assist firm to attract wide range of
customer towards company's objective that improve overall performance of hospitality sector.
Additionally, remaining 15 people believes that it help an organisation to increase their
profitability in an impressive and productive style which generate positive attitude among
customer.
Theme 5:
Q.5) What are the promotional tools or techniques which hotel firm can
take to led brand awareness
a) Advertising 16
b) Social media platform 18
c) Direct awareness campaign to the customer's 16
Interpretation: It has been summarised from the above shown graph that out of 50
people, 16 candidates agrees that advertising is an best or productive tool for hotel to promote
15
20
15
a) Brand visibility
b) Attracting high
customer
c) Rise in
profitability of the
business

the product within competitive and challenging marketplace. Moreover, the other 18 group of
individuals who believes that they should make use of all social media platform that help them to
reach all potential customer which expands its market share or size in a better way. However,
rest of the 16 candidates they believes that direct awareness campaign help hotel to gain
increased level of sales growth as well as profit margin that add value to firm brand image within
competitive industry.
Theme 6:
Q.6) What are the challenges which can be faced by “The Dorchester”
to build its awareness for the brand?
a) Customer turnover 17
b) lack of funds 15
c) less campaign 18
16
18
16 a) Advertising
b) Social media
platform
c) Direct
awareness
campaign to the
customer's

Interpretation: From the given diagram, it is interpreted that 17 respondent have revealed
about customer turnover, 18 respondent on less campaign and 15 respondent on lack of funds as
major challenges that can be the faced by The Dorchester to build brand awareness at effective
manner. These given reason are revealed in all these context.
Theme 7:
Q.7) Are these challenges are severe to customer's loyalty or not?
a) Yes 28
b) No 22
Interpretation: From the given diagram, it has been interpreted that 28 peoples has told
yes as an answer of challenges to the customer's loyalty and 22 people has answered No as
severe are challenges to the customer's loyalty.
a) Customer turnover
b) lack of funds
c) less campaign
13.5
14
14.5
15
15.5
16
16.5
17
17.5
18
18.5
17
15
18
Series1
a) Yes b) No
0
5
10
15
20
25
30 28
22
Series1

Theme 8:
Q.8 What strategies can be taken to explore brand awareness for the
Dorchester hotel to enhance customer's loyalty?
a) Run campaigns to built brand 19
b) Resource utilisation 15
c) Effective planning to reach people 16
Interpretation: From the given diagram, it is interpreted that 19 respondents has told that
run campaign to build bran is suitable strategy to build brand awareness to rise customer's
loyalty, 15 says on resource utilisation and effective planning to reach out to the peoples.
Chapter 5: Conclusion, Recommendations and anticipated Limitations
After the complete work, its a productive to gather and discuss recommendation for the
work done as well as complete research project. In the context of a The Dorchester hotel, active
recommendation are as follows:
 Its an advices for this hotel to work and establishes its own presence on social media and
do an effective advertisement with support of which brand awareness can be utilises into
the defined manner. To ensures about brand awareness into effectiveness manner, hotel
must run the campaign with the help of which, brand visibility of this hotel would be
optimises.
19
15
16 a) Run
campaigns to
built brand
b) Resource
utilisation
c) Effective
planning to
reach people

 This is an essential for business firm to develop strategies such as run campaign to
creates the positive brand awareness, utilises resources and effective planning to reach
people as supportive with the help of which brand awareness can be utilised at an
effective point.
 Its a challenging, productive task to build self existence on the social media with a help
of which brand awareness can be build along with securing right place for firm in the
hospitality sector.
Limitation of the research:
In this research, various limitation has been found that lack of time, funds and manpower
support. Due to these limitation, work in this research has been caused inappropriate and due to
this project faced several issues. Also, another limitation is lack of an effective strategies which
are necessary to complete project in an effective manner. Managerial implication of these issues
are severe and due to this, an effective outcomes of this project such as complete information of
the brand awareness in regards to beneficial of the Dorchester hotel, lack of the compulsive
results out of the results etc. Due to these limitations, project has not put clear focus on attracting
large respondents, but very well focused on getting right conclusion on brand awareness for this
hotel. Hence, its necessary to led complete evaluation of research done to accomplishes overall
results out of this research.

CONCLUSION
From this complete research, it is concluded that brand awareness is an effective tool for
enhancing brand & customer's loyalty. This study has covered full and concise aims as well as
objectives on given topic. Gantt chart has also discussed in this project to track each and every of
this project. With use of the clear and concise analysis, effective outcomes has been accomplish
to rise in brand awareness to[ utilises an effective results at to the greater side of the business.
Lastly, aims and objectives are need to be concise focused on one common goals of rising
loyalty of the customer's.

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Online
Brand Management Meaning and Important Concepts. 2019. [Online]. Available
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