Influence of Brand Loyalty on Consumer Behavior: Hilton Hotel Study

This research project investigates the influence of brand loyalty on consumer buying behavior within the hospitality sector, using Hilton Hotels as a case study. The project begins with an introduction to brand loyalty, defining it as a customer's commitment to a brand, leading to repeat purchases despite competitors' efforts. The aims and objectives are outlined, including identifying brand loyalty factors, understanding the relationship between brand loyalty and customer satisfaction, evaluating the impact on repurchase intentions, and recommending strategies for building stronger brand loyalty. The research questions explore the key factors influencing buying behavior, the relationship between customer satisfaction and brand loyalty, the benefits of strong brand loyalty, and how this understanding helps Hilton achieve high profitability. The rationale highlights the importance of understanding this relationship for improving sales and profitability. The research methodology employs positivism and interpretivism philosophies, with a deductive research approach. Data collection involves both primary (questionnaires) and secondary sources (books, journals, websites), using systematic sampling. Data analysis utilizes a descriptive method to evaluate the collected data. A detailed timeline outlines the project's stages, from topic selection to final submission. The project concludes with a list of references, including books and journals related to brand loyalty, value co-creation, and research methodologies.

RESEARCH PROJECT

Table of Contents
BACKGROUND..................................................................................................................................3
AIMS AND OBJECTIVES..................................................................................................................3
RESEARCH QUESTIONS..................................................................................................................3
RATIONALE........................................................................................................................................4
SIGNIFICANCE..................................................................................................................................4
RESEARCH METHODOLOGY.........................................................................................................4
TIMELINE...........................................................................................................................................4
REFERENCES.....................................................................................................................................6

Topic - To investigate the influence of brand loyalty on consumer buying behaviour in the
hospitality sector: A study on Hilton Hotel
BACKGROUND
Brand loyalty is defined as a commitment made by customers towards a particular brand
making them repurchase the same brand products in spite of marketing efforts made by rivalry
firms to attract customers. The loyalty of any brand is evaluated by the value perception of
customers as offered by marketer. This research project is based on Hilton Hotels & Resorts which
is a multinational American hospitality company formerly known as Hilton Hotels. It is serving
across the world with property of 586 hotels in around 85 countries and territories. The project will
discuss about relationship between the customer behaviour and brand loyalty.
AIMS AND OBJECTIVES
Aims – To assess the impact of brand loyalty on buying behaviour of customer in relation with
Hilton Hotel.
Objectives -
 To identify the factors of brand loyalty affecting customer buying behaviour.
 To develop better understanding of relationship between brand loyalty and customer
satisfaction level.
 To evaluate influence of brand loyalty on the repurchase made by customer.
 To recommend factors which can help Hilton Hotels in building strong brand loyalty.
RESEARCH QUESTIONS
Q.1. What are the important factors of brand loyalty which influences the buying behaviour of
customers of the Hilton Hotels /

Q.2. Does customer satisfaction having a positive relation with the feature of Brand loyalty of
Hilton Hotels ?
Q.3. How understanding of relationship between brand loyalty and customer satisfaction level assist
Hilton in achieving high profitability ?
Q.4. What are the benefits of having strong brand loyalty to Hilton Hotel and customers as well ?
RATIONALE
Researcher by selecting this topic will be able to have proper and clear understanding of
relationship between brand loyalty and buying behaviour of customer of Hilton Hotels. This
research will assist in determining measures to be undertaken by the company for improving its
brand loyalty which further help in achieving high sales margin & profitability aspects. Also,
researcher will be able to assess factors which are affecting the brand loyalty and how this in turn is
influencing the customer buying behaviour. By conducting this research study, researcher will be
able to understand the connection between customer satisfaction level and brand loyalty of the
company creating high goodwill. By having proper and effective market research, every business
organisation will be able to determine current market trends as well as customer's demand which
will help in improving its business performance.
RESEARCH METHODOLOGY
Research Philosophy –
Research philosophy refers to the mindset, gratitude and attitude of the researcher at the time
of performing their research on the topic. Interpritivism, positivism, realism, etc. Are some major
types of research philosophies that should be maintained by the researcher at the time of doing their
researches These types of research philosophy helps the researcher in maintaining positivity and
viability as well (Witt and Lill, 2018). In the present research report, positivism and interpretivism
philosophy has been used it would help in improving quality of interpreting the results derived from

various observations.
Research Approach -
research approaches refers to set of guidelines, plans and procedure used for the research
purpose. Inductive, deductive and abductive research approaches are some major categories of
research approaches. Use of appropriate research approach can lead in successful completion of
overall research. The present study has adopted deductive research approach.
Data Collection –
The term data collection can be defined as a process of observing the selected population
and sample and collect all the appropriate information from them in order to gain the actual results
of the research project. The data collection stage is the base of each research project, the successful
completion of the project depends upon appropriate collection of data only (Kettler, 2019) There are
two major methods of data collection i.e. primary dada collection and secondary data collection. In
the primary data collection, a questionnaire is being prepared for the purpose of asking some
questions to the selected population and observing the results. On the other hand, in the secondary
data collection various books, journals, websites based on the research topic are being referred in
order to gather the actual information regarding the topic. The present research project has used
both the methods of data collection.
Sampling –
Sampling can be defined as selection of the most appropriate set of population in order to
gather various information from them and come up to the end results of research project. Samples
are some predetermined set of population taken from a large population for observation purpose.
This method can be divided into two types namely random sampling and systematic sampling
(Statistics Solutions, 2018). Random sampling refers to choosing random people for observation
purpose. On the other hand, systematic sampling refers to selecting a group of people using
systematic analysis off need of the research topic for getting the actual results from observations.

The present study has used systematic sampling.
Data Analysis –
data analysis is a method of analysing all collected information and data and evaluating them
for getting actual results from the collected data. There are some methods of data collection such as
exploratory method, descriptive method, predictive method of data collection, etc. These methods
help in analysing the data and deriving more accurate results from them. The present research
project has used descriptive method of data analysis. As it helps in analysing all the collected data
from the depth for gaining the actual results from the observation.
TIMELINE
Activities /
Week
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Selection of
Research
Topic
Designing of
Research
Aims and
Objectives
Undertaking
Literature
Review
Research
Method
selection

Collecting
data
Analysis of
Data collected
and having
discussion
Conclusion
and
Recommendat
ion
Making
changes as
per the
requirements
of client
Making Final
submission of
Research
project

REFERENCES
Books and Journals
Braun, V. and et.al., 2019. Thematic analysis. Handbook of Research Methods in Health Social
Sciences. pp.843-860.
Cossío - Silva, F. J. and et.al., 2016. Value co-creation and customer loyalty. Journal of Business
Research. 69(5). pp.1621-1625.
Witt, E. and Lill, I., 2018. Methodologies of contemporary disaster resilience research. Procedia
engineering. 212. pp.970-977.
Kettler, R.J., 2019. Research Methodologies of School Psychology: Critical Skills. Routledge.
Online
Statistics Solutions. 2018. [ONLINE] Available through :
<https://www.statisticssolutions.com/sample-size-calculation-and-sample-size-justification/
sampling/>