Research Project: Hilton Hotel Brand Loyalty Analysis (HND)

This research project analyzes the impact of brand loyalty on the organizational performance of Hilton Hotel. The project begins with an introduction to brand loyalty, its influencing factors (repetitive purchase, price sensitivity, commitment, and trust), and the importance of understanding customer needs for competitive advantage. The study then explores the literature review, covering the historical aspects of customer loyalty and different types of loyalty (cognitive, affective, conative, covetous, inertia). The project delves into Hilton Hotel's background, research aims (determining customer loyalty and its influence on business performance), objectives, research questions, and methodology. It outlines the project plan, resources used (information, financial, and human), and includes a questionnaire used to gather primary data on customer perceptions, brand awareness, and preferences regarding Hilton Hotel and its competitors. The project's findings and recommendations aim to provide insights into enhancing brand loyalty and improving Hilton Hotel's market position.

RESEARCH PROJECT

Table of Contents
Task 1...................................................................................................................................................2
1.1 Introduction...........................................................................................................................2
1.2 Factors affecting selection of project.....................................................................................2
1.3Literture review............................................................................................................................3
1.3 Project specification...............................................................................................................5
1.4 Project plan............................................................................................................................6
Task 2...................................................................................................................................................7
2.1 Resources used in research..........................................................................................................7
2.2 Research investigation.................................................................................................................7
2.3 Data variables..............................................................................................................................9
Task 3.................................................................................................................................................10
3.1 Research evaluation techniques.................................................................................................10
3.2 Data analysis and interpretation.................................................................................................10
3.3 Recommendation.......................................................................................................................15
Task 4.................................................................................................................................................15
4.1 Appropriate media.....................................................................................................................15
References..........................................................................................................................................17

Task 1
TITLE: To analysing impact of brand loyalty on the organizational performance- A case
study on Hilton Hotel.
1.1 Introduction
Brand loyalty is a situation where a customer fears to buy another company’s product and
services due to lack of trust. Each and every business organization want to develop such
situation which can provide competitive advantage in the market. There are various aspects
which influence brand loyalty such as repetitive purchase, price sensitiveness, commitment,
trust etc. (Anwar and et. al., 2011). These all elements required a large number of efforts and
an appropriate strategy which need to understand the exact need of customer so that they can
offer its products and services accordingly and gain competitive position in the market. The
present study based on Hilton Hotel which is one of the leading firm to provide an
accommodation services to its customers. Today, cited organization is operating their
business in almost every continent such as America, Europe, Asia and Africa. They have
more than 500 hotels across the globe which can provide competitive superiority in the
market as compare to other organizations (He and Lai, 2014). The firm also operates its
operation in to United Kingdom which already having large number of accommodation
providers. This reduced the profit and revenue of the company and need to enhanced their
brand loyalty in an effective manner and meets its short and long term targets in an effective
manner.
1.2 Factors affecting selection of project
In modern business world, there are large number of a substitute are available in the market.
In the context of accommodation industry which is more competitive in the UK market. The
invention of internet and social media also influence the decision making of consumer in
order to place their accommodation services (Jones and Kim, 2011). In this competitive
world, each and every company is tries to develop their strategies on the basis of their
customers and its changing needs. Therefore, Hilton Hotel required to conduct a research in
order to evaluate its brand loyalty in the market. So that they can improve their services and
identify various causes of customer satisfaction faction. This report provides a variety of
information in the changing world and its impact on the business performance. Because,
every enterprise wants to maintain its marjet share and profitability in the longer run which
need to use various aspects and modification of strategies and products and servives. Hilton

Hotel one of the leading brand which also having large number of customers. With the helps
to such research cited firm can design its strategies in a more effective way and gain
competitive superiority as compare to the hotel service providers.
1.3Literture review
Introduction
It is essential for a researcher is to analyse the historical aspects of customer loyalty through
evaluating the past research conducted by the authors. This part of the report helps to
understand the view point of past research buy the using of journal and articles. So that a
project manager can make their conclusion and recommendation in a more effective way and
also determine the major issues in the brand loyalty (Lin and Lee, 2012). Customer loyalty is
a behavioural approach in which an individual react for a company and its products. For
instance, a person is highly satisfied their products which he already using and it will
encourage him to again buy such products can be considered a brand loyalty. Therefore,
every company required to offer a high quality products and services which an affordable
price and tries to meet their customer needs can be provide a long term success to the
company.
Brand Loyalty
According to Kim,Kim, and Lee, (2010), loyalty is a systematic process which involves three
phases cognitive, affective and canotive. In the first phase where a customer assesses a
product on the basis of various aspects such as price, features and quality and so on. The
second phase is related with the developing a positive attitudes towards the company and
brand. If such behaver is positive it will increase the customer loyalty on the other hand, it it
is negative it reducing the brand (Loureiro, 2013). On the last phase which is one of the
significant for a company as well as the individual and motive towards the repeat purchase.
Thus, ever enterprise is always put their efforts in order to create customer loyalty and make
a company more competitive in the market. He also said that it is not compulsory that a
customer buy same products. There are other factors which influence purchasing decision
making such as term and conditions. This part of the literature is failed to explain the concept
of loyalty and its effectiveness on the business performance (Kunkel, Funk and Hill,2013).
On the other hand, according to (), basically there are four types of loyalty which depending
on the purchase, social effects,emotional devotion and brand itself. There is no loyalty
without purchase of products and services which is crucial for the company. Covetous loyalty

related with the not any purchases but there is emotional attachment of particular brand and
its products due to its features, brand and quality. Inertia loyalty involves the tendency
towards the brand and ts use on regular basis. It will leads to increase the emotional ties as
well as interest in the products and services which is crucial for a company in order top
attaining organizational goals and targets in an effective manner.
According to (), a consumer demonstrate its loyalty in various ways which is very crucial for
a business organization. An individual can stay with the brand with repurchase or he can stay
with brand loyalty without repurchase. Therefore, a company required to analyse all these
aspects and tries to understand the actual behaviour of their purchase decision so that it can
increase their revenue and profitability. The attitude of an individual can be positive or
negative and it is also effecting by various aspects which need to be evaluate by the
enterprises (Lee, 2011). It such behaviour positive it will create brand loyalty and vice versa.
In the year 2007 a study was conduced on the behaviour approach of customer loyalty on the
basis of single brand, multi brand user and those persons who are not using any product. On
the basis of such evaluate they analyses that, a single brand user are highly loyal towards
their brand as compare to other users and it will leads to provide competitive advantage in the
market (Ander Schee, 2010).
Customer consciousness:
It is more significant more a customer to create consciousness rather than other the behaviour
towards the purchase. As per (Jahn and Kunz, 2012), customer is seek other aspects of a
brand such as value, price and quality. They always tries to compare their brand with other
brand. They also tries to determine the uniqueness in terms of technology, features, products
quality and so on. In this way, this is the responsibility of the company to understand these
aspects and tries to develop unique characteristics in their products and services which
enhanced customer loyalty (Bruwer and Buller, 2013). On the other hand, there are various
authors who argues that the role of customer satisfaction is more important rather that other
elements such as price, value, quality etc. a company always tries to conduced feedback and
improve their products performance which meet customer expectation.
Conclusion:
On the basis of above discussion it has been concluded the role of brand loyalty is too
significant in the business performance (Luo, Zhang and Liu, 2015). This part of the report

helps to understand the concepts of customer loyalty in the context of various elements such
as price, products quality, features and customer satisfaction level.
1.3 Project specification
Background of the report
This report is related with the brand loyalty which plays a prominent role in the current and
future performance of the company. In the recent time, in the accommodation sector large
number of service provider available in the market. Further, the evolution of the internet and
e-business also create a major problem for the company (Bergkvist and Bech-Larsen, 2010).
Therefore, they need to re branding its products and enhanced the customer loyalty by using
various tools and techniques which can provide a competitive dominance in the market and
increase its market share and profitability of the company which is a common goal for each
and every company.
Research Aims:
To determine the customer loyalty and its influence on the business performance of the
company. - A study on Hilton Hotel.
Research Objectives:
 To understand the concept of brand loyalty in the context of Hilton hotel.
 To evaluate the marketing strategies of Hilton Hotel.
 To determine the customer perception on the Hilton Hotel.
 To build relation with the brand loyalty and business performance of the company.
 To provide recommendation improve brand loyalty.
Research question:
 What is the concept of brand loyalty in the context of Hilton hotel?
 What strategies used by the Hilton Hotel?
 What is the customer perception on the Hilton Hotel?
 What is the of brand loyalty and business performance of the company?
 What recommendation can help to increase brand loyalty?

Research methodology:
In this part of the study, researchers required to select an appropriate and suitable tools and
methods (Zheng and et. al., 2015). This report is a qualitative approach in which a project
manager required to analyse and evaluate the customer perception and attitude towards the
company product and brand. This required various data from different sources and interpret
this data by using techniques which increase the value and effectiveness of this report. The
primary and secondary both types of data will be used and represent this information to
develop an effective conclusion and recommendation.
1.4 Project plan
This part of the study is significant for a researcher is to make a project plan and set the time
limit for them. There are various tools and approaches will be used by the project manager in
an effective manner (Yang and Wang, 2010). In this report Gantt Chart has been used and
established the time limit fir each task. The main motive of this phase is to reducing cost and
time for a project which is essential for the cited firm.
Figure 1Gantt Chart

Figure 1: Research activities
Task 2
2.1 Resources used in research
It is essential for a researcher is to arrange all resources which help in to carry out a research.
There are three types of resources are significant information and data which can be primary
and secondary. The second data is related with the financial resources which can be arrange
by the internal or external sources and human resources which helps to collecting the
questionnaire among potential respondent’s.
2.2 Research investigation
Questionnaire
Name:
Age:
Gender:
Email:
Q.1 You have ever visited Hilton Hotel?
A) Yes
B) No
Q.2 What is the main element in brand loyalty in your point of view?
A) Customer satisfaction
B) Price
C) Repurchase
D) Product quality

E) Any other
Q.3 How many time you revisit Hilton Hotel?
A) None
B) One time
C) two time
D) More than two times
Q.4 Which aspects you consider in Hilton Hotel brand?
A) Product
B) Price
C) Place
D) Promotion
Q.5 Do you want to switch the Hilton Hotel?
A) Yes
B) No
Q.6 What is the most switchable brand as compare to Hilton Hotel
A) Marriott International
B) Starwood Hotels and Resorts
C) Accor Hotels
D) Any Other
Q.7 Are you aware about the online services of the company?
A) Yes
B) No
Q.8 Where you get company product information?
A) Social media
B) Advertising
C) Radio
D) Any Other
Q.9 Which aspect Hilton Hotel needs to improve?
A) Product
B) Price
C) Place
D) Promotion
Q.10 Please recommend your view on Hilton Hotel services.

2.3 Data variables
Q.1 You have ever visited Hilton Hotel? Frequency
Yes 18
No 02
Q.2 What is the main element in brand
loyalty in your point of view?
Frequency
A) Customer satisfaction 10
B) Price 3
C) Repurchase 3
D) Product quality 2
E) Any other 2
Q.3 How many time you revisit Hilton Hotel? Frequency
A) None 12
B) One time 5
C) two time 2
D) More than two times 1
Q.4 Which aspects you consider in Hilton Hotel brand? Frequency
A) Product 12
B) Price 6
C) Place 1
D) Promotion 1
Q.5 Do you want to switch the Hilton Hotel? Frequency
Yes 14
No 06
Q.6 What is the most switchable brand as compare to Hilton Hotel Frequency
A) Marriott International 8
B) Starwood Hotels and Resorts 6
C) Accor Hotels 4

D) Any Other 2
Q.7 Are you aware about the online services of the company? Frequency
Yes 13
No 07
Q.8 Where you get company product information? Frequency
A) Social media 12
B) Advertising 5
C) Radio 2
D) Any Other 1
Q.9 Which aspect Hilton Hotel needs to improve? Frequency
A) Product 10
B) Price 4
C) Place 2
D) Promotion 4
Task 3
3.1 Research evaluation techniques
This part of the research is related with the techniques to be used in the current study. As
researcher already mentioned, this report is qualitative approach which help in constructing
suitable conclusion and recommendation. The data collection methods play a vital role in the
company where a project manager is identifying the appropriate techniques in order to
attaining research aims and objectives. Both primary and secondary data has been used
through questionnaire survey. Data analysis is a systematic method where researcher interpret
3.2 Data analysis and interpretation
Theme 1 Customer frequency on Hilton Hotel visit.

Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2
Findings: From the above given information it has been concluded that, majority of the
respondents approx. 18 are already stay at Hilton Hotel and rest of them not. These data show
that company having a good presence in the UK and other part of the country.
Theme 2 Customer point of view of key element of Brand loyalty.
A) Customer
satisfaction B) Price C) Repurchase D) Product
quality E) Any other
0
2
4
6
8
10
12
10
3 3 2 2
Findings: On the basis of above given information, the most of the respondents said the
satisfaction is more important rather than other element. On the other hand, there are 3
customers which favour for the price, 3 for repurchase, 2 for product quality and rest of them
any other.
Theme 3 Customer time frequency of Hilton Hotel visit.