Impact of Loyalty Programs on Customer Satisfaction: Hilton Research

This report analyzes the impact of Hilton's loyalty programs on customer satisfaction and retention. The research employs a qualitative approach, using surveys and thematic analysis to explore the relationship between loyalty programs and customer behavior. The findings reveal that a majority of respondents are familiar with loyalty programs in the hospitality sector and believe that these programs influence customer behavior. The study highlights the importance of personalized reward programs and finds a strong association between loyalty card programs and customer satisfaction and retention. Furthermore, the research indicates that consumer engagement with Hilton is directly linked to its loyalty programs. Key recommendations include delivering the best goods and services, seeking frequent feedback, and tailoring loyalty programs continuously to enhance customer satisfaction and gain a competitive edge. The report provides valuable insights into how Hilton can optimize its loyalty programs to foster long-term customer relationships.

Research title: To investigate the influence of loyalty
programs on customer satisfaction and retention with regards
to hospitality sector: A study on Hilton

Research aim and objectives
Research aim:
 “The aim behind conducting present study is to assess the
impact of loyalty programs on customer satisfaction and retention
in the context of Hilton.”
Research objectives:
 As per the above aim following objectives have been drafted:
 To develop understanding about loyalty programs exist in
hospitality sector.

CONTD..
 To assess association between loyalty card programs and Hilton’s customer retention
level.
 To identify relationship between Hilton’s loyalty program and customer satisfaction.
 To recommend ways to Hilton through which customer’s satisfaction and retention
level can be enhanced.

RESEARCH METHODOLOGY
 Research type: Qualitative
 Research approach: Inductive
 Research philosophy: Interpretivism
 Data collection: Survey and via books, journals & scholarly
articles
 Data analysis: Thematic analysis

Data analysis
Theme 1 : Yes, maximum number of
respondents know about loyalty programs
which exist in hospitality sector.
PARTICULARS FREQUENCY
Yes 11
No 9
Yes No
0
2
4
6
8
10
12
FREQUENCY

CONTD..
Theme 2 : Strongly agreed, loyalty
programs helps in influencing the
behaviour of the customers.
PARTICULARS FREQUENCY
Agreed 5
Strongly agreed 7
Disagreed 3
Strongly disagreed 2
Neutral 3 Agreed Strongly
agreed
Disagreed Strongly
disagreed
Neutral
0
1
2
3
4
5
6
7
8
FREQUENCY

CONTD..
Theme 3 : Personalized reward program
is the best loyalty programs offered by
hospitality industry.
PARTICULARS FREQUENCY
Personalized reward program 8
Exclusive membership 4
Welcome gift 3
Discount pricing and loyalty
points
5 Personalized
reward program
Exclusive
membership
Welcome gift Discount pricing
and loyalty
points
0
1
2
3
4
5
6
7
8
9
FREQUENCY

CONTD..
Theme 4 : Strongly agreed, loyalty card
programs leads to higher customer
satisfaction and retention.
PARTICULARS FREQUENCY
Agreed 5
Strongly agreed 6
Disagreed 3
Strongly disagreed 2
Neutral 4 Agreed Strongly
agreed
Disagreed Strongly
disagreed
Neutral
0
1
2
3
4
5
6
7
FREQUENCY

CONTD..
Theme 5 : Yes, consumer engagement
with Hilton is directly associated by the
loyalty programs.
PARTICULARS FREQUENCY
Yes 9
No 5
May be 6 Yes No May be
0
1
2
3
4
5
6
7
8
9
10
FREQUENCY

CONTD..
Theme 6 : Strongly agreed, loyalty
programs helps hospitality industry in
future growth and maintaining
competitive advantage.
PARTICULARS FREQUENCY
Agreed 4
Strongly agreed 8
Disagreed 3
Strongly disagreed 2
Neutral 3
Agreed Strongly
agreed
Disagreed Strongly
disagreed
Neutral
0
1
2
3
4
5
6
7
8
9
FREQUENCY

CONTD..
Theme 7 : Delivering best goods and
services and Frequent feedbacks is an
effective recommendation for higher
customer satisfaction and retention.
PARTICULARS FREQUENCY
Tailoring loyalty programs
continuously.
3
Frequent feedbacks 6
Delivering best goods and
services
7
Integration of advanced
technology
4 Tailoring loyalty
programs
continuously.
Frequent
feedbacks
Delivering best
goods and
services
Integration of
advanced
technology
0
1
2
3
4
5
6
7
8
FREQUENCY