Relationship: Loyalty Card Schemes and Customer Satisfaction

This dissertation research proposal investigates the relationship between loyalty card schemes and customer satisfaction within the UK hospitality sector, specifically focusing on the Oberoi hotels. The study aims to understand this relationship, evaluate the concept of loyalty card schemes, analyze different strategies leading to customer satisfaction, and examine challenges in implementation. The research employs a descriptive research design with an inductive approach, using questionnaires for data collection from 50 sales executives via simple random sampling. Data analysis will be conducted using thematic analysis. The proposal includes a literature review, detailed methodology, and planned resources, providing a comprehensive framework for the dissertation.

Dissertation Research Proposal
Student Number
Name
Programme
Title of Dissertation Relationship between loyalty card schemes and customer
satisfaction within UK hospitality sector : A study on oberoi
Aims of Dissertation
To understand the relationship shared between loyalty card scheme and customer satisfaction
in UK hospitality sector.
Objective
 To evaluate the concept of loyalty card scheme and customer
satisfaction.
 To analysis different strategies related to loyalty card scheme that
leads to customer satisfaction
 To examine the issues faces by company while implementing loyalty
card scheme to satisfy the customer.
 To recommended the best way through which relationship between loyalty card
scheme and customer satisfaction can be maintain
Research Hypothesis(es)
Literature Review
Literature Review
As per the view point of Khan and et.al., (2020), Loyalty card program is regarded as a
incentive plan which is targeted to improve the sales of the company in the long run.
Also, company look to gather different information of the customer so that it can help the
company in building a data base which can be touched by company at the time any new
offer or product of the company has been brought in the market. Loyalty card generally
means proving extra discount and benefit to the customer in more attractive way. Main
purpose of loyalty card is to maximize the customer satisfaction level in market.
Author Vuorinen and et.al., (2020) in the published paper explain that there are
variety of different type of loyalty card scheme which is employed by the different
organization. Providing point on purchase is one of the same. It is the scheme in which
individual are rewarded with the points on a purchase done by them. This point can be
used as a discount any other day. At the same time another type of the scheme which is
offered in regards of loyalty card is providing customer with the different option in
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regards of using their point gather. It can be by the way of recharge, discount coupon etc.
At the same time Vuorinen and et.al., (2020) explain that some of organization generally
provide loyalty card as a e wallet to the customer. Under this scheme all the individual in
general used to get some amount of cash back on the basis of purchase which has been
done in past. This cash can be used by the individual at the time of any other purchase
done by customer.
Vuorinen and er.al., (2020) explain that loyalty card scheme generally help the
company in managing the satisfaction of customer as it used to help the company in
promoting more attractive sales to the customer, also with some sort of discount to the
customer which ultimately satisfy the customer need. Another reason supporting the same
is that loyalty card enrolment generally means that customer used to get information
about new offering of company which help consumer in getting what they need.
Research Methodology
(A) Research Design (Exploratory, Descriptive or Causal)
Research design is regarded as a overall strategies which may be adopted by the scholar
to integrate variety of different element of the research in general. There are two most
preferred type of research design namely conclusive and exploitative research design. In
regards to the current report scholar has gone with the descriptive research design under
conclusive research design. As this research design will help the scholar in describing the
population, solution and phenomenon in research.
(B) Research Approach (Qualitative / Observational / Survey / Experimental)
Research approach is define as group or the collection of assumption which are generally
made by scholar in the project in regards of collecting and analysis the data. Deductive
and Inductive are two most preferred or highly rated research approach used in the
survey. In regards to current project inductive research approach will be used as it assist
the type of research type has been selected.
(C) Research Instrument (Questionnaire / Mechanical Instruments)
A research instrument is a tool used to collect, measure, and analyze data related to your
subject. Research instruments can be tests, surveys, scales, questionnaires, or even
checklists. For current project survey has been used which will be collected on the basis
of questionnaire.
Data collection is group of activity which is carried out to collect the data so that on the
basis of same outcome of the research can be carried out. Primary and secondary are two
type of data collection tool in general. In regards to current project both type of data
collection tool will be used. Primary data will be collected by conducting the survey by
selecting the respondent base (Snyder, 2019). At the same time secondary data will be
collected by the way of going through different magazines and articles related to the
topic.
(D) Sampling Design (Sampling frame, Sample size, Sampling Method)
Sampling generally relates to selecting the sample base from which primary data will be
collected. Probabilistic and non probabilistic are two different method through which
sample size are determine in general by scholar. In current research simple random
sampling will be used to select the sample size. 50 sales executive of oberoi will be
selected as a sample size for current project.

(E) Data Analysis Techniques
Data analysis refer to analysing and presenting data in a way that it is acceptable by all in
market. There are variety of different data analysis tool in general, in regards of current
study thematic data analysis tool will be used in the market.
Plan of Work
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Resources Required
To collect different sort of information and determine the outcome of the research there
are varieties of different sort of resources will be required such as books and magazines,
to collect different secondary information which will be required in the project. Internet
and computer will also required at the time of presenting and analysing variety of the
information which has been collected. Different sort of communication tool will also be
required in the project.
Bibliography
Khan, I and er.al., 2020. Gender, loyalty card membership, age, and critical incident
recovery: Do they moderate experience-loyalty relationship?. International
Journal of Hospitality Management, 89, p.102408.
Vuorinen, A. L and er.al., 2020. Characterization and Correction of Bias Due to
Nonparticipation and the Degree of Loyalty in Large-Scale Finnish Loyalty Card
Data on Grocery Purchases: Cohort Study. Journal of Medical Internet
Research. 22(7). p.e18059.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research. 104. pp.333-339.
Form of Presentation
Signature of student: ………………………………….. Date: …………………………………..
Moderator’s Comments
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