Research Methods Project Proposal: Sustainable Practices at Hilton

This research project proposal investigates the importance of sustainable practices in enhancing organizational survival opportunities and customer satisfaction, focusing on Hilton UK as a case study. The research aims to identify the types of sustainable practices employed by Hilton, analyze their impact on organizational survival and customer satisfaction, and discern the challenges faced in implementing these practices. The proposal includes a literature review covering themes such as the types of sustainable practices used, their role in enhancing organizational survival and customer satisfaction, and the challenges faced in their implementation. The methodology section outlines the research philosophy (positivism), approach (deductive), strategy (survey), and choice (quantitative), along with data collection methods (primary and secondary) and analysis techniques (frequency distribution table). The research intends to contribute to the hospitality industry by providing insights into how sustainable practices can be leveraged to improve business outcomes and enhance customer experiences.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
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SUBMISSION DEADLINE: 019
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acknowledgement or reference to the work of others and I have complied and agreed to the
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provided at Induction.
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Research Topic:
Importance of sustainable practices in increasing organizational survival opportunities and enhancing
customer satisfaction
1. INTRODUCTION.
Research Background:
The current research is based on examining the importance of sustainable practices on
maximising survival opportunities for the organisation and developing customer satisfaction.
The research is having significance as this will enable the organisations acquire such
opportunities so that they can increase their customer base and customer satisfaction as well
(Chavez and et al., 2016). The major purpose of conducting this research is to understand the
importance of sustainable practices for hospitality industry so that these businesses may use
such measures to optimal manner which leads them to gain social, economic and business
benefits. The industry of hospitality is vast and directly linked with customers so this is
imperative that to use such strategies by such organisation so that to retain their customers and
to manage market survival opportunities. The research proposal will be covering three major
chapter of the research such as introduction, literature review and research methodology.
Aims & Objectives
Aim:
To investigate the importance of sustainable practices in increasing organizational survival
opportunities and enhancing customer satisfaction. A study on Hilton
Objectives:
I. To determine the types of sustainable practices used by Hilton, UK as their business
strategies.
II. To identify the role of sustainable practices in increasing organizational survival
opportunities and enhancing customer satisfaction.
III. To discern the challenges faced by Hilton, UK in developing sustainable practices in
their business strategy.
Research Questions
i. What are the types of sustainable practices used by Hilton, UK as their business
strategies?
ii. What are the role of sustainable practices in increasing organizational survival
opportunities and enhancing customer satisfaction?
iii. What are the challenges faced by Hilton, UK in developing sustainable practices in
their business strategy?
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Research Rationale:
The major rationale for selecting this topic is my personal interest as I am willing to develop my
career in the field of hospitality so this research would be helpful for me in gaining knowledge
about this industry. There are various researches which are being carried on the topic of
sustainable practices previously but at the same time any researcher has not covered impact of
such practices on customer satisfaction. In this manner by conducting the current research,
researcher is trying to fill research gap which would be helpful for readers. The benefit of this
research is related with developing understanding in context of sustainability and its impact on
customer satisfaction so that the same information can be used by businesses working in
hospitality industry in order to attain their business goals. The major beneficiaries from this
research would be hospitality organisations and customers as organisation may use this concept
for gaining customer satisfaction and at the same time customers may be transparent regarding
their choice and decisions. The major research gap is related with not finding accurate
information regarding the organisation but with the help of the current research, the research
gap has been filled.
Scope of Research Study
The research will be revolving around the Hilton hotel which is one of the prominent hospitality
chain situated in UK. The research is associated with hospitality industry and customers of the
industry so that accurate outcomes can be taken out which would be helpful in attaining
research objectives in clear manner. The research will include theories of sustainability as in
current time sustainability is the major dimension which is being followed by hospitality
industry for their long edged market survival.
2. LITERATURE REVIEW:
 Introduction: Literature review is defined as collection of such articles which were
published earlier and would be helpful in gaining information related with research topic.
Theme 1: Types of sustainable practices used by Hilton, UK as their business strategies?
According to Mehralian and et al., (2016), sustainable practices are defined as including
environment and society within business processes so that survival opportunities of the
organisation can be enhanced and at the same time protection against environment can be
measured. There are various sustainable practices which are used by the hospitality businesses in
current in current time those are included in their business strategy. In the context of Hilton UK
some of the sustainable practices are elaborated as under:
Using of organic amenities: Hilton is switching over providing organic amenities to their
customers so that they can develop their commitment of using sustainable measures. For
example, hotel toiletries and food and fragrances are given by the hotel which is made of organic
ingredients.
Avoid use of plastic: In the current time use of plastic is banned in various countries so by
minimising use of plastic Hilton may develop a business strategy which is related with gaining
higher environment and social benefits.
Invest in green energy: Hilton is trying to invest in green energy so that to develop
sustainability within the business. In the current time when businesses are involving such
investment within business strategy this would lead them into providing significant benefits in
long run.
Theme 2: Role of sustainable practices in increasing organizational survival opportunities and
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enhancing customer satisfaction?
According to Yusr, (2016) sustainability practices are related with creating such business
opportunities so that business may grow and acquire longer customer base. These practices are
related with developing organisational survival and to enhance customer satisfaction as well.
These are the practices which help Hilton in ensuring long lasting customer satisfaction and boost
customer loyalty as well and this can result the organisation to manage significant edge into
competitive market.
Theme 3: Challenges faced by Hilton, UK in developing sustainable practices in their business
strategy?
According to Sindhu and Arif, (2017), the major challenge faced by Hilton, UK in developing
sustainable practices in their business strategy is related with climate change as environment and
sustainability are two dependent variables. Another challenge is related with lack of time as due
to this businesses are not able to implement such practices in appropriate manner. Yet another
challenge faced by Hilton is related with reputation management as sometimes this is difficult
that to manage market image and customer satisfaction level at the same time so during
implementing sustainable practices Hilton may face such issue with their brand image.
Summary of methodology used within articles
The major research methodologies used with above articles is related with quantitative research
methods. These methods provide accurate information to the researcher in which significant and
reliable information can be gathered.
METHODOLOGY
 Introduction: Data is defined as such individual information which can be qualitative and
quantitative and leads to develop relatable information. The current research is related
with quantitative methods so various research methodologies will be used under the
research and these are elaborated as under:
 Research philosophy: Research philosophy is defined as such beliefs and values those
are carried out within the research which is helpful in gathering of data and information
related with research. Research philosophy is of two types such as positivism and
interpretivism. Under the current research positivism research philosophy will be
followed so that to acquire reliable and accurate data within the research (Walter and
Andersen, 2016).
 Research approach: Research approach is defined as such plan and procedures which are
associated with broad assumptions to the research and helps the researcher in collecting
data in accurate and significant manner. There are three types of research approaches such
as deductive, abductive and inductive. Under the current research deductive research
approach will be followed which is helpful in taking out the research in quantitative
manner.
 Research strategies: Research strategy is defined as that plan of action which is followed
within the research so that research can be executed in appropriate manner. This is the
major principal which is followed within the research and would be helpful in attaining
objectives in overall manner (Igwenagu., 2016). There are various types of research
strategies such as survey, action research, grounded theory and many others. In the
context of current research survey strategy will be followed so that to develop research in
quantitative manner and to manage the research with factual information and execution as
well.
 Research choices: Research choice is defined as making distinction in between methods
to be followed within research whether qualitative or quantitative. Under the current
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research quantitative research choice will be followed so that to attain statistical data
within the research and to acquire appropriate results as well.
 Data collection time horizon: Data collection is defined as the method in which data will
be gathered within research so that research efforts can be aligned with research
objectives. There are two types of data collection methods such as primary and secondary.
In the current research both of these methods will be used and in terms of primary method
questionnaire will be used whereas in terms of secondary methods books and journals will
be used.
Time horizon is defined as the needed time by the researcher in order to complete the
research. There are two types of time horizon such as longitudinal and cross-sectional.
Under the current research cross-sectional time horizon will be used as this is associated
with covering various dimensions at once.
 Identify the data collection and Data Analysis:
• Data collection sources: With the help of primary and secondary data collection
methods information will be collected within the research.
• Primary data collection techniques will include close ended questionnaire and the
same will be analysed using frequency distribution table.
CONCLUSION
From the above research proposal this can be summarised that sustainability is regarded as one of
the major constraint which is adopted by the hospitality industry in order to increase customer
satisfaction. This research is going to contribute hospitality industry so that with the help of
information gathered out of this research they may develop their business and enhance
experience of their customers.
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WORK PLANNING
REFRENCES AND BIBLIOGRAP
Chavez and et al., 2016. The effect of customer‐centric green supply chain management on
operational performance and customer satisfaction. Business Strategy and the
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Environment, 25(3), pp.205-220.
Igwenagu, C., 2016. Fundamentals of research methodology and data collection. LAP Lambert
Academic Publishing.
Mehralian and et al., 2016. The effects of corporate social responsibility on organizational
performance in the Iranian pharmaceutical industry: The mediating role of
TQM. Journal of Cleaner Production, 135, pp.689-698.
Sindhu, M.I. and Arif, M., 2017. Corporate social responsibility and loyalty: Intervening
influence of customer satisfaction and trust. Cogent Business & Management, 4(1),
p.1396655.
Walter, M. and Andersen, C., 2016. Indigenous statistics: A quantitative research methodology.
Routledge.
Yusr, M.M., 2016. Innovation capability and its role in enhancing the relationship between TQM
practices and innovation performance. Journal of Open Innovation: Technology,
Market, and Complexity, 2(1), p.6.
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