Ritz Carlton: Brand Image Impact on Customer Loyalty Project

This research proposal investigates the impact of brand image on customer loyalty within the hospitality sector, using Ritz Carlton as a case study. The introduction outlines the aims, objectives, and research questions, focusing on understanding brand image, customer loyalty, and their relationship. A literature review explores the concepts of brand image and customer loyalty, factors influencing brand image, and the relationship between brand image and profitability, with a specific focus on Ritz Carlton. The methodology section details the research approach, philosophy, design, strategy, data collection methods, and analysis techniques, including the use of primary and secondary data and a survey of Ritz Carlton employees. The proposal also includes a timeline of activities and references to support the research. The study aims to provide insights into how Ritz Carlton can improve its brand image and enhance customer loyalty in the global market.

PROJECT RESEARCH
PROPOSAL

Table of Contents
Topic: Impact of brand image on customer loyalty.........................................................................1
INTRODUCTION...........................................................................................................................1
Aims and objectives...............................................................................................................1
Rational of the study...............................................................................................................1
LITERATURE REVIEW................................................................................................................2
Concept of brand image and customer loyalty in the hospitality sector businesses...............2
Factors that increase brand image to develop more significant advantages in Ritz Carlton..2
Relationship between brand image and customer loyalty to increase profitability in chosen
business...................................................................................................................................3
Ways through Ritz Carlton can improve their brand image in different areas of the world. .3
METHODOLOGY..........................................................................................................................4
ACTIVITIES AND TIMELINES....................................................................................................5
REFERENCES................................................................................................................................7

Topic: Impact of brand image on customer loyalty
INTRODUCTION
Aims and objectives
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.
 To recommend ways through Ritz Carlton can improve their brand image in different
areas of the world.
Research questions
 What do you understand concept of brand image and customer loyalty in the hospitality
sector businesses?
 What are the factors that increase brand image to develop more significant advantages in
Ritz Carlton?
 How to identify relationship between brand image and customer loyalty to increase
profitability in chosen business?
Rational of the study
Brand image is very important concept that assists to gain short and long term objectives
in hospitality enterprise. From products and service quality to customer service and advertising
campaigns. All these factors deeply influence on brand image and create experience with
different brand that affect company image (Greve, 2014). In the present research impact of brand
image on customer loyalty has been identified so that it helps to focus on increase their
experience. Businesses are also realised that visual identity is most important representation of
their businesses and needed to be communicated with symbols that are more simple. Ritz Carlton
also assess their competitive advantages to deal with different market and ascertained more
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creativity at workplace. Strong brand helps to maintain positive image to include customers and
manage relationship. It also increases promotion of products and services with sales and revenue.
LITERATURE REVIEW
Concept of brand image and customer loyalty in the hospitality sector businesses
As per the point of Manhas and Tukamushaba, (2015), brand image is element that create
impression on customer mind with real and imaginary qualities and shortcomings. It is also
successfully developed over time with advertising campaigns and consistent theme. It is
authenticated with consumer's direct experience to see about corporate image. Customer loyalty
stems with approval of brand which leads continuously purchasing behaviour of the brand to
generate high amount of profit which is important driving force of customer loyalty. On the other
hand, Kandampully, Zhang and Bilgihan, (2015) stated that brand image increasing recognition
of the relevance of brand image to gain more success and offer different products in the market.
Good brand image assists to increase customer experience and satisfactions for long term
commitment. Positive brand image influence customer loyalty and impact positive on them.
Factors that increase brand image to develop more significant advantages in Ritz Carlton
According to the Pérez and Del Bosque, (2015), brand image is key driver of brand
equity which refers as consumer's general perception and feeling with appropriate brand. It is
highly influences on consumer behaviour. For marketers, different strategies ascertained to
accomplish purpose with several activities. It also influences consumers' perception and attitude
towards brand. Actual purchasing behaviour brand develop more sales, maximise market share
and increase brand equity. Brand equity generally focus on measurement of subjective
perception such as attitude, assessment. Etc. However, Iglesias, Markovic and Sierra, (2017) said
that financial performance can be described as brand premium and market share, brand
reputation, brand loyalty, etc. brand loyalty also related with financial performance that can be
described as premium for consumer and perspectives of non-financial performances. Hence, it
assists to conduct relationship between brand image and examine consumer attitude with
purchase intention. It will increases positive results to perform several functions in Ritz Carlton.
Relationship between brand image and customer loyalty to increase profitability in chosen
business
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As per the point of Greve, (2014), brand image and customer loyalty has positive
relationship. In this regard, customer satisfactions increasing extensive which develop majority
of researches that conducted in hospitality industry. It impacts positively on the customer loyalty
to examined appropriate work which can be influence through different factors and
consideration. Customer loyalty also successfully develop to maintain interrelationship among
brand image, satisfaction of customer and comprehensive indicator. Beside this, Manhas and
Tukamushaba, (2015) argued that brand image is one of the key concept of dynamics because it
perceived in the market towards specific group or customer segment. It also assists to increase
reflection towards customer recipient. There are several attributes consider in research that
assists to create positive relationship with brand. Every customer shapes with their own brand,
market campaign or product quality. Hence, relationship assists to measure strength, uniqueness
and favour ability of brand among target people. Each customer shaping with brand positioning
so that it consist big role that is helpful to perform better functions and operations.
Ways through Ritz Carlton can improve their brand image in different areas of the world
As per the point of Kandampully, Zhang and Bilgihan, (2015), Ritz Carlton need to know
about customer trends and market demand. In this consideration, they can easily develop distinct
personality according to customer needs. With respect to attract customers, it can be stated that
brands successfully develop to serve customers and increase better performances at workplace. It
also develops more significant advantages to improve work and performances. On the basis of
personal preferences, brand image effectively develop to focus on target audience and increase
value as well. With driven technology, companies can easily create positive brand image that
reflect on technical work. On the other hand, Rahi, (2016) stated that the chosen organisation
need to communicate their brand value throughout the company. In this way, important things
can be successfully communicated to increase brand performances. It will assist to hire care fully
and develop more significant advantages at workplace. Brand promise also assists to attract
employees as per business development procedure. Therefore, it increases significant advantages
to snap decisions and investigate to target potential customers as well. Consistent work also
successfully develop to focus on the desired results' efficiency at workplace.
In addition to this, Zhang, (2015) stated that website design and structure consider in the
chosen business as inbound marketing that driving visitors to turning them into leads. With the
help of effective website design and structure, more successful brand develop which would be
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beneficial to increase worth. In this regard, effectiveness can be generated to focus on
development activities of Ritz Carlton.
METHODOLOGY
Research methodology consider specific procedure and technique that assists to identify,
select, process and analyse information about particular topic. In this section, researcher
implement certain tools that allow reader to critically evaluate study's overall validity and
reliability (Mackey and Gass, 2015).
Research approach: Research approach is plan and procedure that consider certain steps
and broad assumptions. Relevance of hypotheses in the study develop with deductive and
inductive approaches. In the present research, deductive approach used which consider test and
validity of assumptions. Furthermore, it also helps to understand detailed about topic with
general to specific (Research Approach, 2018).
Research philosophy: Research philosophy is vast topic and it considers great details in
whole program. It deals with source, nature and development of knowledge so that it consider
belief about certain ways where data can be collected, analysed and used. Idea of knowledge
creation appear when people engaged in knowledge. There are two types of research
philosophies such as interprevism and positivism. In the present research, interpretivism research
philosophy has been used because it based on small sample and in-depth information to collect
appropriate data (Taylor, Bogdan and DeVault, 2015). However, positivism is not useful because
it is highly structured, large sample, measurement, etc.
Research design: Research design is set of methods and procedures which used in
collecting and analysing measures of variables with specified research problems. It is framework
that used in different aspects such as exploratory, experimental, descriptive, etc. Present study
based on descriptive research design that useful to find in-depth information towards the topic
(Flick, 2015).
Research strategy: Research strategy consider step by step plan of action that provide
direction with thoughts and efforts. It enables to conduct appropriate program and study towards
systematic work and schedule to produce quality results and detailed reporting.
Data collection: Data collection is the process of gathering and measuring information on
variable of strength. There are two types of data collected such as primary and secondary. In the
present research, both data useful to focus on detail perspectives of information. Primary data
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collected from conduct survey with using questionnaire (Silverman, 2016). Furthermore,
secondary data consider from different sources such as books, journals, newspapers, etc. All
these tools assists to focus on gathering important information from different perspectives.
Data analysis: With respect to consider data analysis, it can be stated that thematic
analysis will be undertaken which would be beneficial to focus on appropriate work and measure
significant advantages at workplace. On the basis of test hypotheses, it can be stated that original
information gather from research (Mackey and Gass, 2015).
Sample: There are two types of sampling method such as probabilistic and non-
probabilistic. From this, researcher using probabilistic in which simple random sampling method
has been used to collect appropriate data and information towards research aim and objectives
(Taylor, Bogdan and DeVault, 2015). Further, 30 sample size has been selected that are
employees of Ritz Carlton.
ACTIVITIES AND TIMELINES
Key Activities
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Introduction
for the research
Literature
Review
Gathering
secondary data
Data analyzing
Research Design
Research
Methodology
Developing
survey question
Gathering
customer's
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reviews
Analysis of
primary and
secondary data
Conclusions and
Recommendatio
ns
Completion of
remaining work
Revise and draft
Final
Submission
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REFERENCES
Books and Journals
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Greve, G., 2014. The moderating effect of customer engagement on the brand image–brand
loyalty relationship. Procedia-Social and Behavioral Sciences. 148. pp.203-210.
Iglesias, O., Markovic, S. and Sierra, V., 2017. Do customer perceptions of corporate services
brand ethicality improve brand equity? Considering the roles of brand heritage, brand
image, and recognition benefits. Journal of Business Ethics. pp.1-19.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management. 45.
pp.77-87.
Pérez, A. and Del Bosque, I.R., 2015. An integrative framework to understand how CSR affects
customer loyalty through identification, emotions and satisfaction. Journal of Business
Ethics. 129(3). pp.571-584.
Rahi, S., 2016. Impact of Customer Perceived Value and Customers Perception of Public
Relation on Customer Loyalty with Moderating Role of Brand Image. The Journal of
Internet Banking and Commerce. 21(2).
Silverman, D. ed., 2016. Qualitative research. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management. 3(1).
Online
Research Approach. 2018. [Online] Available through:
<https://research-methodology.net/research-methodology/research-approach/>.
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