Evaluating Employee Loyalty's Role in Business Growth at Crowne Plaza

This report investigates the pivotal role of employee loyalty in fostering business growth, with a specific focus on Crowne Plaza Hotel. The research begins with an introduction that defines employee loyalty and its significance, followed by a literature review exploring the concept, benefits, and influence of employee loyalty on business performance. The methodology section details the research design, data collection methods (primary and secondary), and the use of a survey questionnaire to gather insights from stakeholders. The findings, analysis, and discussion sections present and interpret the collected data, addressing the research questions and objectives. The report concludes with recommendations for enhancing employee loyalty and its impact on business success, along with a discussion of anticipated limitations. The study emphasizes the importance of employee dedication and its direct correlation with organizational objectives, customer satisfaction, and overall business performance within the hospitality sector. The report is structured to provide a comprehensive understanding of how to improve employee loyalty and its impact on business goals, ultimately contributing to the success of Crowne Plaza Hotel.

Research Projects

TITLE:.............................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Background.............................................................................................................................1
Statement of research problem...............................................................................................1
Research aim..........................................................................................................................1
Objective of research..............................................................................................................1
Research Questions................................................................................................................1
Purpose and scope of research................................................................................................2
Rationale for selection of topic...............................................................................................2
Research Time Line................................................................................................................2
Chapter 2: Literature Review...........................................................................................................3
Concept of employee loyalty..................................................................................................3
Benefits of employee loyalty in the business growth of Crowne Plaza Hotel.......................3
Influence of employee loyalty on business performance of Crowne Plaza Hotel..................3
Chapter 3: Research Methodology...................................................................................................3
Research design......................................................................................................................3
Chapter 4: Data Findings, Analysis and Discussion........................................................................9
Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................16
Reflection.............................................................................................................................16
Recommendations................................................................................................................16
Conclusion............................................................................................................................17
Anticipated Limitation..........................................................................................................17
REFERENCES..............................................................................................................................18

TITLE:
“To evaluate the role of employee loyalty in business growth.” A Case study on Crowne
Plaza Hotel.
Chapter 1: Introduction
Background
Employee loyalty refers to the dedication of employee towards organisational goals and
objectives. Every business organisation requires support of its employees so that it can grow
faster and attain its objectives in quicker manner (Kandampully, Zhang and Bilgihan, 2015). In
the current study, Crowne Plaza is taken into consideration. Crowne Plaza Hotel is a
multinational chain of Hotels offering its services in more than 100 countries. The company was
incorporated in the year of 1970 and was headquartered in Denhan, United Kingdom.
Statement of research problem
Crowne Plaza is currently going through the situation of decline in influence of employees
towards company’s growth. For this, its top management team have conducted an investigation
for understanding the actual reason behind it in order to enhance interest of employees towards
the company and make them loyal for the same.
Research aim
The research aim for the current study is “To evaluate the role of employee loyalty in the
business growth.” A Case study on Crowne Plaza Hotel.
Objective of research
 To determine the concept of employee loyalty.
 To identify benefits of employee loyalty in the business growth of Crowne Plaza Hotel.
 To ascertain the influence of employee loyalty on business performance of Crowne Plaza
Hotel.
Research Questions
 What is the concept of employee loyalty.
 What are the benefits of employee loyalty in the business growth of Crowne Plaza Hotel?
 How employee loyalty influences business performance of Crowne Plaza Hotel.
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Purpose and scope of research
The aim of conducting this investigation is to find out different ways through which
employee loyalty can be raised effectively. The scope of the study is that it will help Crowne
Plaza Hotel in increasing its business growth in effective manner. It helps to enhance the
knowledge about the research topic and able to find out the solution to the problem.
Rationale for selection of topic
The main purpose of choosing this specified research topic is to provide vast growth
opportunity to hospitality industry through which it can grow effectively. Along with this, it will
also help scholars in improving their knowledge in hospitality sector and its related topic. This
will also help scholars in getting jobs in the same sector in future after completion of their
studies. The reason behind selecting this topic is to identify the solution to the problem and for
the researcher can score good marks in the academic level.
Research project specification
The research includes various divisions that cooperate in attaining the research outcome. It
provide the research background. After that selected the research questions and aims then it is
been literature review is been analyzed. This section will formulated according to the authors
point of view. The study of methodology with its significance has been described effectively.
Research Time Line
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Chapter 2: Literature Review
It is type of article which is used by the researcher to enhance the knowledge about the research
topic. This is written form of clauses which are been written by many scholars. It includes certain
theoretical as well as methodology which carries different authors perception towards the
research topic.
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Concept of employee loyalty
As per the thoughts given by author named as Punjaisri and Wilson, (2017), employee
loyalty refers to the devotion of employees towards the company’s goals and objectives.
Employee loyalty directly supports business organization’s success as they works for the
company’s growth with their best of interest. These employees not only contribute in the success
of the company but they also focuses on finding out any alternative business opportunities. Now
a days, business organization focuses on enhancing employee loyalty rate in order to assure
themselves that they will achieve their business goal and objectives with the appropriate support
of employees (Saeidi and et. al., 2015). It can be said that the growth of hospitality sector
completely relies upon employees as they are the only one who influences customers to remain
loyal with the company for longer period of time. As a result, it contributes in the business
growth of hospitality sectors effectively.
Benefits of employee loyalty in the business growth of Crowne Plaza Hotel
As per the views of Guchait, Cho and Meurs, (2015) Employee loyalty is an aspect that is
a measure of the devotion of staff to the organisational premises and the working within it. There
are certain benefits which ultimately carries to business growth. Firstly, employee loyalty leads
to an increase in productivity of workforce through which the overall organisational output gets
raised. Secondly, it drives a sense of motivation and facilitation amongst the workers that
fostering them to significantly contribute towards the stipulated common goal and objective
(Dhar, 2015). Thirdly, it encourages the employees to work in a team with other members by
facilitating healthy relations with them. When the personnel collaboratively work with each other
as a group for the execution of tasks of an entity, it leads to accomplishment of goals and
objectives of organisation. This will ultimately imply growth and development of business entity.
For instance: In relation to Crowne Plaza Hotel, employee loyalty holds several benefits. It
ensures that every employee work for the fulfilment of needs and wants of guests of the hotel so
that maximum satisfaction can be gained from them. When customers are intend to stay
connected with the offerings of company for long, thereby implying business growth.
Influence of employee loyalty on business performance of Crowne Plaza Hotel
In accordance with the views and opinions of Domínguez-Falcón, Martín-Santana and De
Saá-Pérez, (2016), it can be said that employee loyalty is a crucial aspect that defines the extent
to which an employee is dedicated to the organisation and delivers one’s efforts and initiatives
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for the upliftment of the company. When employees are loyal and dedicated to the entity, it
serves as a route-map for development of effective relations between employer and employee.
Such type of relation fosters the workforce to work for the task by making full use of their
potential, skills and competence. For example: With respect to Crowne Plaza Hotel, it has been
noted that an instance of employee loyalty drives the overall working within the corporation and
aligns it with the stipulated common goal. This leads to accomplishment of activities in a manner
such that the needs and preferences of customers are duly met and satisfaction can be gained
from them.
Chapter 3: Research Methodology
Research design
Research Design refers to a specific method used by researcher in order to collect, examine
and interpret information regarding a particular issue or problem. In case of research design,
there are various approaches which includes descriptive, exploratory and experimental (Kumar,
2019). In the present research, investigator use descriptive design so that they will be able to
conduct the whole research in an effective manner and get authentic information. In the research
study descriptive research is selected to analyse the perception of the individual towards the
research topic. With the assistant of this type of research design, investigator enhance it’s
knowledge along with reader. There are three methods with the help of which researcher can
accomplish task, these are case study, survey and observation. In the present research,
investigator adopts survey method for gathering information in order to accomplish the research.
For this, researchers collect data through questionnaire.
Data collection
Data collection is a method used by researcher in order to gather authentic data. It will aid the
investigator in order to identify problems related with research. There are two types for
collecting data which includes primary as well as secondary.
 Primary data- The information which is collected for first time is called to be primary
research. It includes questionnaires, interviews, online survey and many more (Mackey
and Gass, 2015). Primary data is conducted by researcher in order to gather authentic
information.
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 Secondary data- In case of secondary data, researcher collect information from
television, newspaper, articles, journals and many more. It is the type of research which is
less time consuming and requires very less money.
In the present research, both primary as well as secondary method is used for collecting
data. For this, questionnaires, articles and journals are used by researcher.
Research approaches – It refers to certain steps and techniques which are used by the research
in his study. Methodology aid in identifying different ways for gathering data with the help of
which they can accomplish their goals and objectives effectively (Silverman, 2016). It refers to a
systematic procedure used by researcher while conducting research. In order to gather and collect
data, researchers use two methods i.e. quantitative and qualitative research.
 Qualitative Research – In qualitative research, investigator use open ended questions for
collecting information. It is the kind of research which is based on observations of
individuals. Main focus of this research is to examine various factors, beliefs and
experience of individuals.
 Quantitative Research – It refers to a type of research which is used by researcher in
order to describe the characteristics of the population. In this, questions are close ended
and data which is gathered are in numerical form (Flick, 2015).
While conducting this research, investigator use qualitative method as it will aid in gaining
knowledge related to a particular topic.
Sample Size – It is the total number of respondents used by researcher for gathering and
examining required data. There are various methods and techniques which are included in the
research work that is collecting information and random sampling. In the present research,
random sampling method is adopted by researcher. On the other hand, respondents are 30 which
aid in gathering authentic data. In this research, the researcher has chosen the stakeholders.
Questionnaire –It is the instrument used to gather information from respondents
regarding the research topic. It includes set of various questions; all these questions are answered
by respondents so that researchers can collect authentic data. It is one of the easiest method
through which researcher can gather primary data and produce positive outcome.
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Questionnaire
Q 1) Are you aware about the concept of employee loyalty?
a) Yes
b) No
Q 2) Do you think, increase in employee loyalty rate will help Crowne Plaza Hotel in improving
its business performance?
a) Agree
b) Disagree
Q 3) As per your thoughts, employee loyalty and customer satisfaction are directly proportional
to one another?
a) Agree
b) Disagree
Q 4) According to you, which one among the below stated is main benefit of employee loyalty
that leads to business growth of Crowne Plaza Hotel?
a) Quick achievement of goals and objectives
b) Increase in customer satisfaction level
c) Decrease in employee turnover
Q 5) In which manner employee loyalty places influence over business growth of Crowne Plaza
Hotel positive or negative?
a) Positive
b) Negative
Q 6) Do you think, Crowne Plaza Hotel should consider views of employees while introducing
new service within the hotel premises?
a) Yes
b) No
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Q 7) According to you views, which one of the below stated is the best way through employee
loyalty rate can be raised in Crowne Plaza Hotel?
a) Engage employee in decision making
b) Appreciating employees performance
c) Appropriate salary and compensation
Q 8) Do you think, Crowne Plaza Hotel should adopt new technology with the help of which
they can easily execute their business plans effectively?
a) Yes
b) No
Q 9) Provide recommendation to Crowne Plaza Hotel in order enhance employee loyalty.
Questionnaire
Q 1) Are you aware about the concept of employee loyalty? Frequency
a) Yes 27
b) No 3
Q 2) Do you think, increase in employee loyalty rate will help Crowne
Plaza Hotel in improving its business performance?
Frequency
a) Agree 25
b) Disagree 5
Q 3) As per your thoughts, employee loyalty and customer satisfaction
are directly proportional to one another?
Frequency
a) Agree 26
b) Disagree 4
Q 4) According to you, which one among the below stated is main
benefit of employee loyalty that leads to business growth of Crowne
Frequency
8

Plaza Hotel?
a) Quick achievement of goals and objectives 11
b) Increase in customer satisfaction level 9
c) Decrease in employee turnover 10
Q 5) In which manner employee loyalty places influence over business
growth of Crowne Plaza Hotel positive or negative?
Frequency
a) Positive 28
b) Negative 2
Q 6) Do you think, Crowne Plaza Hotel should consider views of
employees while introducing new service within the hotel premises?
Frequency
a) Yes 26
b) No 4
Q 7) According to you views, Which one of the below stated is the best
way through employee loyalty rate can be raised in Crowne Plaza
Hotel?
Frequency
a) Engage employee in decision making 12
b) Appreciating employees performance 9
c) Appropriate salary and compensation 9
Q 8) Do you think, Crowne Plaza Hotel should adopt new technology
with the help of which they can easily execute their business plans
effectively?
Frequency
a) Yes 26
b) No 4
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Chapter 4: Data Findings, Analysis and Discussion
Theme 1: Concept of employee loyalty
Q 1) Are you aware about the concept of employee loyalty? Frequency
a) Yes 27
b) No 3
27
3
0
5
10
15
20
25
30
a) Yes
b)No
Interpretation: According to the above described graph, it has been analysed that 27
people are aware with the concept of employee loyalty whereas leftover 3 among them have said
that they do not know anything about this concept. In order to support this statement 27
respondent have said that they have been part of business organizations where they have seen
this concept and concern about management team for the same. Whereas, reason behind the
denial of 3 respondent is that they have never worked anywhere so they do not know anything
about this concept.
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