Premier Inn: Crisis Management Practices & Customer Retention

This project proposal outlines a study on the role of crisis management practices in the UK hospitality industry, specifically focusing on Premier Inn's strategies for customer retention and retrieval. The research aims to understand the basic concepts and elements of crisis management, determine the specific practices used by Premier Inn to deal with crises, and examine the role of these practices in increasing customer retention and retrieval. The research questions address the core concepts of crisis management in hospitality, the specific strategies employed by Premier Inn, and the impact of these strategies on customer relationships. The rationale emphasizes the importance of understanding crisis management for both personal skill development and professional research capabilities, highlighting the potential for the study to contribute to effective crisis management practices within the hospitality sector. This document is available on Desklib, a platform offering a range of study tools and solved assignments for students.

Individual Project Proposal

Table of Contents
Introduction.................................................................................................................................3
Research topic.............................................................................................................................3
Research aim...............................................................................................................................3
Research objectives.....................................................................................................................3
Research questions......................................................................................................................3
Research rationale.......................................................................................................................4
Conclusion...................................................................................................................................4
References...................................................................................................................................5

Introduction
Crisis management are considered as the business practices which are associated with
using such business practices in which situation of crisis can be managed. Crisis management is
the practical application of such strategies which are planned for an organisation so that
spontaneous negative situation can be managed and at the same time unforeseeable consequences
related with some event can be avoided (Lai and Wong, 2020). In terms of hospitality industry of
UK there are different situations of crisis which are seen within the industry such as Brexit
decision, COVID-19 and many others. In order to deal with unpredictable business situation so
that adverse impact over the business can be minimised.
Research topic
Role of the crisis management practices adopted by hospitality industry
Research aim
To analyse role of the crisis management practices accessible by hospitality industry in
customer retention and retrieval within UK: A study on Premier Inn
Research objectives
 To understand the basic concepts and elements of crisis management practices used
within hospitality industry of UK
 To determine different crisis management practices used by Premier Inn for dealing with
situation of crisis and to increase customer retention
 To examine the role of crisis management practices for Premier Inn in terms of increasing
customer retention and retrieval
Research questions
 What is the basic concepts and elements of crisis management practices used within
hospitality industry of UK?
 What are the different crisis management practices used by Premier Inn for dealing with
situation of crisis and to increase customer retention?
 What is the role of crisis management practices for Premier Inn in terms of increasing
customer retention and retrieval?

Research rationale
The major rationale for executing the above mentioned research is to increase
understanding related with crisis management exercises adopted by the organisation in terms of
dealing with situation of crisis. On the other hand, the research is aimed at managing double
perspective within research such as personal and professional (Pillai and et. al., 2021). In terms
of personal perspective the current research would create edge by which researcher can increase
different skills. Whereas in terms of professional perspective the research would provide assist
the researcher in managing future researches in more appropriate manner.
Conclusion
From the above report this can be concluded that crisis management is considered as
adoption of such business practices which are associated with identification of negative business
situations and including business benefits. The role of crisis management is related with such
business practices in which negative business implication can be minimised and at the same time
customers can be retained for longer duration of time. The major role of crisis management is to
increase customer retention and to develop such business practices which are helpful in
managing business functions. There are various crisis management practices which are being
followed within hospitality industry and these would assist the business to deal with the
situations of crisis and to increase customer retention.

References
Books and journals
Lai, I.K.W. and Wong, J.W.C., 2020. Comparing crisis management practices in the hotel
industry between initial and pandemic stages of COVID-19. International Journal of
Contemporary Hospitality Management.
Pillai and et. al., 2021. COVID-19 and hospitality 5.0: Redefining hospitality
operations. International Journal of Hospitality Management, 94, p.102869.