HND Research Project: Analyzing Brand Loyalty Impact on Hilton Hotel

This research project investigates the impact of brand loyalty on the organizational performance of Hilton Hotel. The study aims to understand the concept of brand loyalty, evaluate Hilton's marketing strategies, determine customer perception, and build a relation between brand loyalty and business performance. Data is analyzed using thematic analysis, focusing on customer frequency, key elements of brand loyalty (satisfaction, price, repurchase, product quality), time frequency of visits, perception of promotional mix, willingness to switch hotels, competitor analysis, awareness of online services, and the impact of social media. The report concludes with recommendations for Hilton Hotel, including creating an effective customer relationship approach using social media tools and identifying changing customer needs to design products accordingly. The research references studies on value co-creation and brand love to support its findings. Desklib provides access to similar solved assignments and research materials for students.

Research Project
(To analyzing impact of brand loyalty on the organizational
performance- A case study on Hilton Hotel)

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.

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

Data analysis
In this report thematic analysis will be used in order to
construct a report in an effective manner.

Theme 1 Customer frequency on Hilton Hotel
visit.
Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2

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

Theme 3 Customer time frequency of Hilton Hotel
visit.
410
2
4
A) None B) One time C) two time D) More than two times

Theme 4 Customer perception on Hilton Hotel
promotional mix.
A) Product B) Price C) Place D) Promotion
0
2
4
6
8
10
12
14
12
6
1 1

Theme 5 Customer opinion on to switch the
Hilton Hotel.
Yes No
0
2
4
6
8
10
12
14
16
14
6

Theme 6 Major competitors of Hilton Hotel
in the customer point of view.
8
6
4
2
A) Marriott International B) Starwood Hotels and Resorts
C) Accor Hotels D) Any Other

Theme 7 Customer opinion on the awareness
about the online services of the company.
Yes No
0
2
4
6
8
10
12
14
13
7

Theme 8 Customer opinion on the social media
and its impact on business performance.
10
5
2
3
A) Agree B) Highly Agree C) Disagree D) Highly disagree