This research design proposal investigates brand loyalty and customer relationship management within the context of Hilton Hotel. It begins with an overview of the hospitality industry and Hilton's operations, identifying issues related to customer relationships and their impact on brand loyalty. The proposal outlines the significance of the research, its objectives, and a conceptual framework. The methodology section details the research design, employing a positivism philosophy and a deductive approach, with a survey strategy and questionnaires for data collection. The sampling plan involves a non-probability technique. The proposal also addresses data analysis, ethics, and a Gantt chart for the research timeline, concluding with expected outcomes, potential barriers, and limitations. The study aims to understand the role of customer relationship management in fostering brand loyalty, the factors influencing it, and the impact of branding on customer perception and retention.
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