This managerial project investigates customer retention strategies employed by Marriott in the aftermath of the COVID-19 pandemic. The research utilizes a qualitative approach, incorporating both primary and secondary data to examine how Marriott aims to retain its customers. The study involved interviews with 30 Marriott employees and managers to assess the effectiveness of their customer retention efforts. Secondary research highlights strategies such as discount programs and loyalty initiatives. The findings underscore the positive impact of customer retention on company performance, demonstrating Marriott's commitment to attracting and retaining customers through various strategies. The project includes an introduction detailing the background, aim, objectives, rationale, scope, and structure of the dissertation. It also features a literature review exploring customer retention concepts and strategies, along with challenges and limitations. The methodology chapter outlines the research approach, philosophy, data collection, sampling, and ethical considerations. Data analysis, discussions, conclusions, and recommendations are also provided, offering insights into the effectiveness of Marriott's customer retention tactics and suggesting strategies for future improvements. The project aims to provide a comprehensive understanding of the customer retention strategies employed by Marriott post-COVID-19.
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