Rosewood Hotels & Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, sees a decline in customer retention and loyalty. That lead to lower revenue for the last 2 years. Rosewood had always allowed each hotel to stand as its own individual brand, with the Rosewood name presented as a muted sub- brand, if at all. Now Rosewood's new leadership was thinking what can be done to prevent the loss of customers.

1. What symptoms can you identify?

2. What is the main problem that Rosewood Hotels & Resorts is facing?

3. What can be the main research question?

4. Based on the research question, generate 3 research objectives.

5. Which research design fits? Why?