Research Project: Product Quality and Brand Loyalty at Hilton Hotel

This research project investigates the impact of product quality on brand loyalty within Hilton Hotel. The study begins with an introduction to brand loyalty, defining it as a consistent pattern of customer behavior, and highlights the significance of the hospitality sector. The research aims to identify the importance of product quality on customer brand loyalty, focusing on Hilton Hotel in London, UK. The project explores the background of Hilton, the statement of the problem (decreasing brand loyalty due to employee ineffectiveness and reduced quality), and the research objectives, questions, and rationale. The literature review covers the concept of brand loyalty and its positive impact on Hilton's revenue, as well as its importance in organizational growth. The methodology outlines the research approach, philosophy, choice, time horizon, and design, with a focus on an interpretivism philosophy and an inductive approach. The project emphasizes descriptive research design and the use of primary and secondary data sources. The study also includes a Gantt chart to effectively manage the research timeline and activities. The project's findings, analysis, and conclusions will be presented in subsequent chapters, offering recommendations based on the research outcomes.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................3
Background of company.............................................................................................................3
Statement of problem .................................................................................................................3
Aim and Objectives of Research.................................................................................................4
Objectives....................................................................................................................................4
Research Questions.....................................................................................................................4
Rational of research.....................................................................................................................5
Statement of problem .................................................................................................................5
CHAPTER 2: LITERARATURE REVIEW...................................................................................6
Concept of Brand Loyalty...........................................................................................................6
Positive Impact of Brand Loyalty on Revenue of Hilton............................................................6
Importance of Brand Loyalty in Growth and Development of Organisation.............................7
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................1
Chapter 4: Data Findings, Analysis and Discussion .......................................................................3
Chapter 5: Conclusion and Recommendations..............................................................................10
REFERENCES..............................................................................................................................12

TITLE – To Identify the impact of product quality on brand loyalty of customer – A study on
Hilton Hotel.
CHAPTER 1 INTRODUCTION
Brand Loyalty can be defined as a pattern of customers' behaviour which encouraged
them to make purchases of the product on regular basis. In other words, it is an essential activity
for already or newly established businesses to conduct several marketing activities so that brand
loyalty of customers can be increased towards offering of organisations. Apart from that,
hospitality business is defined as the combination of services that includes lodging, food or
accommodation services. Chosen area for this investigation is London, UK. Taken organisation
for completing this investigation is Hilton hotel which is a big name in hospitality sector and
offers services across the world. Managerial personnels have realised that brand loyalty of their
customers are decreasing day by day. Due to which managers of hotel have decided to increase
brand loyalty of their customers by providing unique services to their guests during their stay.
This will automatically leads their hotel towards huge profitability and customer base.
Background of company
Hilton hotel is a private hospitality industry that was founded in 1919 by Conrad Hilton.
In current scenario, company have its 586 hotel across the world. In 1927, the first hotel of
Hilton was incorporated with cold running water and air conditioned rooms. In 1959, the first
airport hotel of company was incorporated and in 2016 according to their manifesto, their
presence was determined in across 100 nations and territories. It is also known as the largest
hotel brand across the world. Their branches are situated in major locations such as near airports,
popular destinations etc. Main aim of organisation is to providing unique quality in hospitality
services so that good brand image can be maintained at marketplace (AK, 2017). Their offerings
includes accommodation, food and beverages, Swimming pool, Parking, Playground etc.
Statement of problem
The hotel staff and senior managers are facing lower profitability in their operations that
was occurred due to ineffectiveness of employees and reduced quality of products and services
which are offered to customers. Because of this reason, brand loyalty of customers are
decreasing on regular basis towards the firm and its offering which is impacting upon the
customer base and revenue figures of Hilton.

Aim and Objectives of Research
Main aim of research is “To Identify the importance of product quality on brand loyalty
of customer” A study on Hilton Hotel
Objectives
 To acquire knowledge regarding the concept of brand loyalty
 To determine positive impact of brand loyalty on revenue of Hilton
 To identify the challenges that can be faced in enhancing brand loyalty
 To analyse the importance of brand loyalty in growth and development of organisation
Research Questions
 Do you know about the concept of brand loyalty ?
 What are the positive impact of brand loyalty on revenue of Hilton ?
 What are the challenges faced by Hilton at the time of enacting customer brand loyalty ?
 What are the importance of brand loyalty in growth and development of Hilton ?
Gantt Chart
It is a bar chart that is used by researchers or project managers for scheduling the project
effectively. This chart was given by Henry Gantt in 1915. this chart is used to define
interrelationship between task activities and time frame. With the help of it, researchers can
easily complete the each activities of research in given time-frame.

Rational of research
Main purpose of conducting this research is to identify the importance of brand loyalty
for growth and success of business operations. In current scenario, the business operations of
Hilton are not operating properly due to which quality of products and services are affected and
impacting negatively on the satisfaction of customers.
Statement of problem
Main reason is related to the performance of lower level employees because they are not
performing well in their roles and responsibilities which is impacting on the overall quality of
products and services due to which customer’s satisfaction level has been decreased.

CHAPTER 2: LITERARATURE REVIEW
Concept of Brand Loyalty
According to Carol Kopp, 2019, Brand Loyalty can be defined as the positive association
of customers in relation to the products and services of an organisation. The following attraction
of an individual towards the products and services of an organisation are related to the
continuous purchase of the products and services of an organisation. Customers makes the
purchase of the products and services of an organisation in every situation and the products and
services of other companies does not make any sense for these customers. In case, the
competitors is having good quality products than of the ours, in that situation also the products
and services of the company are preferred by these customers. Prices does not create any
consideration on the purchase of the products. However, after a certain period of time, the
customer will lesser the amount of purchase but will not shift to any other products. Some
organisation also make their marketing campaigns so that they could make their potential
customers into the real customers. In the marketing campaigns, the information about the
products and services and the benefits that could be provided by the company to their customers
and this makes them to make changes in the mindset of customers. The main reason of creation
of brand loyalty among the customers is related to the first purchase of any products and service
and at that instance if the product or services meets the quality of that individual that it is sure
that the customer will not shift to any other product or service as the customer knows about the
mind diversion in case of trying other products.
Positive Impact of Brand Loyalty on Revenue of Hilton
According to Lisa Furgison, 2019, Brand Loyalty helps in the creation of positive impact
on the revenues of Hilton. It is because brand loyalty means that the customer will have the
services of the company in every situation and these decisions of customers will not be impacted
by any circumstances. These types of customer do not need any advertisement or any other thing
in order to maintain their loyalty. As it is rightly said that “first impression is the last
impression”, so this line also applies here as the customer is attracted by the very first impression
of the company and this will help in making the customer to use again and again the services of
the company. This helps in the increment in the revenues of the company. Another reason is
because some customers are like making use of services of different companies and are not

centred to one. But the loyal customers are not like these customers, they are stable customers
and believe in the services of only one organisation and they are the continuous source of income
for the companies. So the revenues of an organisation are dependent on the loyal customers and
they help in making an increment in the revenues of the organisation.
Importance of Brand Loyalty in Growth and Development of Organisation
According to Jeffrey Hayzlett, 2019, it is important for the organisation to have
something other then the competitors that makes the products and services of the organisation
different from that of others. The examples are related to the technology, goodwill, reputation,
services, quality and many more which are important to have for an organisation in order to
attract the customers and also make the potential customers of the organisation into the real
customers. In case the company is providing their customers with unique services than it will
help the company to attract the customers as the organisation is providing the customers with
that services which are not provided by any other company. So this attraction helps not only in
the maintaining the customers but also in making increment in the number of customers. It is
possible that the satisfied or loyal customers also give advice to other customers to make use of
the products and services. This helps in the growth and development of a firm in the market area.
As the company is not only developing from one side but from all the aspects which are
important and ensure proper growth and development of the organisation. Customer preferences
also impacts upon the mindset of customers as the company is providing their customers with the
services that could make their customers more loyal as their consideration is taken into mind by
the company and is enough to impact positively on the mindset of customers. So the overall
growth and development could also be ensured with loyal and dedicated customers. Additionally,
the company could also provide their loyal customers with certain kinds of discounts, offers and
many more in order to retain them for a long period of time.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is refer to an effective procedure that is used by investigator for
accumulate proper information or data about the chosen study or topic. It is a very important
chapter that defines the concepts of research which will be applied by researcher for conducting
the study. This methodology provides the ways that can be used by investigator for addressing
the research questions and objectives was gathered. There are different kind of investigation
methods which are briefly explained as below:
Research philosophy: In this, mainly two kind are used by investigator that are
interpretivism and positivism. As per the topic, interpretivism is an effective philosophy
approach that can be used by investigator so as to completing this research. On the other hand,
Positivism philosophy is not appropriate for carrying out research activities in an effective
manner.
Research Approach: Two kind of approaches are used by researcher i.e. inductive and
deductive that are used by researchers for completing the research through gathering proper or
in-depth informations about the topic. As per the topic, Inductive approach is more suitable
because it helps the investigator in gathering effective and in-depth information about the chosen
topic which will automatically assist the researcher in completing the research in given time-
frame.
Research Choice: Researcher have two kind of choices such as qualitative and
quantitative in which they can select best one for executing the research properly. In qualitative,
researcher collects information in quality manner whereas, in qualitative method informations
are gathered in number form or statistical manner
Time Horizon: It can be considered as the most important element for researcher while
conducting investigation on a specific topic because without it desired goals can't be achieved in
easy manner. For this researcher can also use Work breakdown structure for managing the
research activities. 5 months of time period have decided by researcher for completing this
research programme.
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Research design: It is an effective plan or structure for research that includes a list of
procedure or specification for controlling the research project. There are basically three kinds of
research designs are used by researcher for conducting research appropriately such as
descriptive, exploratory and experimental in which descriptive is most appropriate because it will
help the researcher in analysing gathered information in most effective manner.
Sources of data: For completing the research basically two kinds of data collection
techniques such as primary or secondary are used so that preset objectives of research can be
achieved easily. Primary data is the technique in which data is collected for the very first time.
Whereas, secondary data is gathered through the already published journals articles or books.
Both of these methods are used by researcher in this report so that valuable or reliable conclusion
can be constructed at the end of research programme.
Data collection techniques: There are several kinds of data collection techniques such as
personal interviews, questionnaire, observations etc. that can be used by researcher for collecting
accurate or vast informations about the topic. In this project, questionnaire is used so that valid
and reliable information can be collected easily.
Research sampling: Sample is a group that is taken by researcher from a large number of
individuals so that research can be conducted in an effective manner. Two kind of sampling
techniques such as non-probability and probability. For this project, probability technique is used
by researcher so that resources can be used in optimal manner. Main reason behind choosing this
technique is to getting valuable information for the research topic so that valid conclusion can be
constructed at the end of research.
Data presentation techniques: These techniques can be defined as the clear way of
presenting informations. There are several ways that can be used by researcher for presenting
data or information that are pie charts, tables, line graph and bar charts etc.
Research Limitation: Different kind of problems or issues can be faced by researcher
while formulating aims or objectives or conducting research. Some of them are lack of funds,
resources etc. these are the challenges that can impact the researcher while conducting research
activities.
Sample Size – It is a term which is used in market research for defining the number of
views that are taken by researcher for completing the research programme. Mainly three kinds of
data sampling techniques are used by researcher for selecting sample size i.e. systematic, random
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and stratified sampling in which random is taken by researcher so as to completing this project
effectively. Sample size of 40 selected by investigator so as to completing the investigation
properly.
Research reliability and validity: This is the main thing in research methodology which
defines the reliability and validity of research. For getting valid outcomes researcher have used
questionnaire method so that valid and reliable information about the topic of research can be
received easily.
Questionnaire – It is a set of questions which is distributed by researcher among the
selected respondents so as to gaining their views and opinions for constructing valid conclusion
at the end of research (Kaur and Mittal, 2017).
Chapter 4: Data Findings, Analysis and Discussion
Data analysis techniques: Mainly three kinds of analysis techniques are used by researchers
which are deductive, inductive and regression. All of them having their own importance but in
this topic inductive analysis technique is used so that alternative explanations about the topic of
research can be made which will support the researcher in completing the research easily.
Questionnaire
Q1. Do you have knowledge about brand loyalty?
Yes
No
Q2. Do you think there is relation between quality of products and brand loyalty among
consumers of Hotel Hilton?
Yes
No
Q3. What kind of impact does brand loyalty have over the revenue of Hilton hotel?
Positive
Negative
Q4. What are the advantages Hotel Hilton can gain with strong brand loyalty in industry?
Employee retention
Increment in revenue
Word to mouth promotion
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Q5. Which of the following department mainly focus on their working style?
Production
Marketing
Research and development
Consumer service
Q6. Which of the following parties are involved to maintain positive brand image among
consumers?
Employees
Management of organisation
Consumers
Q7. What are the factors which has to considered for managing brand loyalty among
consumers?
Proper training to employees
Quality of products and services
Well balanced communication
Q8. What are the issues faced by Hotel Hilton to maintain good brand loyalty?
Competitors policies
Substitutes available
Change in consumer expectation.
Q9. Recommend some ways through which managers of Hotel Hilton can maintain strong
brand loyalty among consumers?
Q1. Do you have knowledge about brand loyalty? Frequency
Yes 40
No 10
4

Yes No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Interpretation: While doing research, it is clearly identified that mostly respondents are
well aware about the concept of brand loyalty. Out of 50 respondents, there are 40 respondents
who are well aware about brand loyalty and 10 of them are not have any idea about brand
loyalty.
Q2. Do you think there is relation between quality of products
and brand loyalty among consumers of Hotel Hilton?
Frequency
Yes 38
No 12
5