The relevance/ importance of customer loyalty programmes in boutique hotels within Central London

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

This work is developing for image and its importance in the development of customer loyalty and increasing the competitiveness of firms in a competitive market. Topic studied in depth from an organizational point of view and different motives hotel operators to create a positive image and to learn how to influence the hotel image and customer loyalty helps companies improve their competitiveness. Finally, he analyzes and compares the care of public relations tools most effectively in the process of creating an image and customer loyalty. From this perspective, the picture of the future growth of the central issue will affect the company's performance and ultimately success.

The study was conducted at the boutique hotels within Central London chains. boutique hotels hosts numerous conferences and events that drive housing demand and thus creating favorable conditions for the hotel owners for future expansion. So Hotel compete strongly with each other in a constant search for competitive advantage of a growing customer base. My thesis outlined hotel management and analysis of their strategies in the context of changing customer requirements and market trends.

With regard to methodological issues, my work on a qualitative approach and should be interpretivist paradigm. Basic research is defined as my profile of the respondents to provide additional information about the organization they represent. The results of the study described at the end of this working paper will follow as an important way for a modern hotel and what initiatives should be to ensure success.

Image and loyalty are closely interrelated as positive image affects customer loyalty. To strike a balance between maintaining a competitive advantage and increase a loyal customer base with a number of senior found implications. A detailed analysis of these data can help companies to create a more favorable position in the global market and help for mutually beneficial relationships to grow the organization further.

Table of Contents

CHAPTER ONE: INTRODUCTION4

Background of Study4

Problem Statement4

Purpose of Study5

Aims and Objectives5

Significance of Study6

CHAPTER TWO: LITERATURE REVIEW7

Hospitality and Its Definition7

Hospitality and Its Origin8

Globalization of the Industry12

Loyalty: why it matters?17

Loyalty vs. approval20

Loyalty antecedents22

CHAPTER THREE: METHODOLOGY23

Theoretical backdrop23

Research Techniques28

Case-study28

In-depth interview30

Analysis33

CHAPTER # FOUR:  FINDINGS OF STUDY36

Introduction36

Participating Hotels and Research Findings37

CHAPTER FIVE: DISCUSSION AND CONCLUSIONS44

Discussion44

Conclusions50

REFERENCES52

Chapter One: Introduction

 

Background of Study

The period image can be understood distinctly, counting on the viewpoint an individual takes. No issue what the viewpoint is the implication of image will not be underestimated. Image is a powerful device and has the proficiency to leverage customer insight on items and services suggested and therefore, have an influence on ...