Customer Satisfaction and Service Quality Unit 21 HND in Hospitality Management

Research aims and objectives

The aim behind carry out present study is to analyze the influence of technology on customer satisfaction in the context of Thomas Cook.

On the basis of above aim following research objectives has been drafted:

• To assess the trend of technological aspects (social media and virtual strategy) in the context of travel and tourism sector.
• To examine the significance of technological aspects in T&T industry.
• To investigate the impact of technological advancements on the customer satisfaction of Thomas Cook.
• To recommend the suitable ways through which Thomas Cook can enhance customer satisfaction using technological aspects.

Research questions

For conducting study in the best possible way following research questions have been framed by taking into account aims & objectives of study:

• What are the trend of technological aspects (social media and virtual strategy) in the context of travel and tourism sector?
• How to examine the significance of technological aspects in T&T industry?
• How to investigate the impact of technological advancements on the customer satisfaction of Thomas Cook?
• What are the recommendations for the suitable ways through which Thomas Cook can enhance customer satisfaction using technological aspects?

Significance of the study

Current study and its findings are highly significant from the perspective of other researchers and companies operating in the travel & tourism sector including Thomas Cook. Hence, such study will assist other scholars in developing hypothesis for the future study.  Along with this, by taking into account this study Thomas Cook and other firms which are operating in such would become able to develop competent strategic and policy framework.

Research methodology

• Research type: For assessing the impact of technological advancement on the satisfaction of Thomas Cook's customer quantitative research type will be employed by the scholar. Hence, by evaluating underlying reasons and opinions solution of the issue will be presented.
• Research approach and philosophy: In order to address concerned issue deductive approach and positivism philosophy will be employed by the researcher. Both the selected tools highly suit to the qualitative research type or investigation.
• Data collection: To analyze the influence of technological aspects on the satisfaction of Thomas Cook's customer's data will be gathered from both primary and secondary sources. Survey will be carried out on the 15 students of UK CBC to evaluate the concerned issue. Further, books, journals and scholarly articles will also be evaluated related to the aspects of technological changes or advancements and travel & tourism sector. Similarly, in relation with analyzing the statistical outcomes there will be implication of descriptive statistics which will be an effective tool in analyzing appropriate outcomes
• Sampling: For survey, 15 students of UK CBC will be selected by using purposive sampling technique. There have been various sampling methods which were to be implicated by researchers on which researcher have approached towards implicating convenience sampling technique. In relation with selecting such method is for gathering the useful information through assessing opinion of respondent as well as solutions derived from volunteer will be considered here.
• Data analysis: Quantitative evaluation will be done for analyzing and evaluating qualitative data set. On the basis of this, considering questionnaire several themes will be prepared. Further, results will be supported from secondary data findings and graphical presentation.

1.2. Identifying factors that contribute to the process of research project selection

Rationale behind conducting study

There are several factors which contributed in the process of research project selection related to the influence of technological change on travel & tourism sector. In the recent times, technological advancements take place in every industry with the very high pace including travel & tourism sector.  Now, with the motive to increase customer base and their satisfaction level, companies place emphasis on the adoption of advanced technological aspects. In this, through the means of qualitative investigation research will shed light on the extent to which technological aspects have an influence on organizational growth and success. Along with this, reason behind the selection of such topic is the easy availability of both primary and secondary data set. Further, own interest area is recognized as one of the main aspects which in turn contributed in the selection of such research topic.

1.3. Undertaking a critical review of key references

Literature review is the process of evaluating scholarly articles, books and journals which in turn helps in gaining deeper insight about the research issue. Hence, it may be served as an attempt which in turn assists in meeting objectives from theoretical perspectives. In this, considering research aims and objectives several themes have been prepared such as:

Theme 1: Technological trend in the context of UK travel & tourism sector

By doing assessment, it has found that travel and tourism is the main sectors which in turn contribute significantly in GDP and job creation. According to the views of Li and et.al., (2017), now technological advancement and its usage in the travel and tourism sector has increased significantly. In the recent times, travel and tourism related firms lay emphasis on undertaking virtual reality aspect. On the basis of such technological aspect cabins are shown to the travelers in advance. This in turn helps in influencing the decision making of travelers to a great extent. On the critical note, Mahrous and Hassan (2017) stated that creation and maintenance of virtual reality aspect is highly expensive in nature. In the present era, travel and tourism sector companies, make focus on using technological aspects to promote products or services. Hence, trend in relation to placing advertisements on social sites has increased significantly over the time frame. This is one of the most effectual aspects which in turn provide information to the customers about tour packages, price and discounting offers. Vanhove (2017) assessed in their study, travel and tourism related firms use technological aspects for taking feedbacks from the customers. By uploading images on social sites and sending mails on their personal id's business units get information about the views and expectation level of customers. In their study, Font and McCabe (2017) mentioned that for providing customers with information regarding destination, ticket confirmation, landing etc companies have started to use or taking support of technological aspects. Thus, referring all the above depicted aspects it can be mentioned that tourism firms are using technological aspects for enhancing brand image as well as customer satisfaction and thereby getting the desired level of outcome or success.

Theme 2: Impact of technological changes on customer satisfaction under travel and tourism sector

In accordance with the views of Mahrous and Hassan (2017), recent technological changes which have employed by travel and tourism sector firms have positive impact on customer satisfaction. Virtual reality strategy enables firm to aware customers regarding the services offered by it. Such strategy evolves high level of satisfaction among the customers and thereby impacts their purchasing decision. Page and et.al., (2017) examined that social media helps company in assessing the extent to which customers are satisfied from their existing offerings. Thus, such technological means offer opportunity to the business unit to make suitable changes or modifications in the existing offerings and thereby develop satisfaction among the customers. However, Dallinger and Magnini(2017) argued that sometimes social media survey impacts company's brand image and satisfaction level of both existing as well as potential customer base. Moreover, sometimes customers give negative review on the images uploaded by the firm regarding services. Further, Agnihotri and et.al., (2016) entailed in their study that online communication facility also increases the level of customer satisfaction to a great extent. On the basis of such communication facility customers get opportunity in relation to sharing their queries through online means. Hence, quick solution of the problem increases the level of customer satisfaction and thereby sales as well as profitability aspect.

1.4. Producing a research project specification

For evaluating the impact of technology on customer satisfaction in the context of Thomas Cook following research tools and techniques have been employed:

Research type: There are mainly two research types which researcher can select for the purpose of investigation namely qualitative and quantitative. Hence, quantitative type of research is applied where emphasis is placed on analyzing and evaluating uncovering trends. On the other side, quantitative investigation proves to be suitable when solution can be determined through making evaluation of numeric facts and figures (Flick, 2015). In the present study, for analyzing the impact of technological aspects on customer satisfaction quantitative research type has been selected by an investigator. On the basis of this, through placing emphasis on quantitative facts and aspects related to the customer satisfaction concerned issue has been resolved.

Research Philosophy: Research philosophy assist the researcher in developing understanding over research tittle which aid in determining the further and procedure which needs to be followed (Mackey and Gass, 2015). There are four types of philosophy but in this project interpretivism and positivism are used to discuss impact of technology on Thomas Cook. The positivism philosophy will help researcher to make solution with existing information and data effectively. The interpretivism philosophy will help to make hypothetical assumptions regarding impact of technology after collecting all the information through interview and questionnaire process.

Research Design: The research design used by researcher in order to evaluate impact of technology on business is Descriptive. The research does not provide accurate evidences but help to have a better understanding of issues. The research will provide revelation of new to researcher (Dunlap and et.al., 2016). This will help to explore impact of technology with varying levels of depth effectively. Descriptive research is used to describe characteristics of a population or phenomenon being studied.

Research Approach: There are three types of approach available for researcher in order to determine effectiveness of process. In this research, Deductive approach is used by researcher in order to evaluate improvement in process of assessing impact of technology on Thomas Cook. With the help of inductive style the person formulates theories and principles on the basis of facts which are already available. The research involves patterns from observations and development of explanations through series of hypothesis effectively (Silverman, 2016). The researcher is able to determine learning experience of employees based on technology uses.

Sampling: In this research, Simple random Sampling is used by researcher in order to choose a sample of people from a large group and wide range of purposes (Panneerselvam, 2014). The sampling is purest and most straight forward probability sampling strategy in which each member of population is equally chosen as a part of sample to determine impact of technology on Thomas Cook effectively. The sampling is used because it removes bias from the process of selection and provide representative samples regarding topic.   

Data Collection: It is the main part of questionnaire process which is used by researcher to collect information and data from employees. Questionnaire are classified in two methods such as qualitative and quantitative and depends on the nature of questions. In this method, answers are collected and obtained through closed-ended question with multiple choices in order to analyse quantitative method effectively. Questions and answers will help researcher to evaluate impact of technology on Thomas Cook in terms of positive and negative efficiently. Open questionnaire will help to make research more valuable and original for researcher.

Ethical consideration: Ethical considerations are the most important and crucial part of research. The researcher should consider activities which can harm emotion of employees while collecting information. Respect of dignity and full consent should be obtained by researcher in order to determine impact of technology on business effectively. Privacy protection and adequate level of confidentiality is necessary and should be ensured by researcher. The questionnaire process should avoid information which is apart from research topic. The communication process should be done with honesty and transparency. This will help researcher to collect adequate and accurate information regarding impact of technology whether it is positive or negative.

Research limitation: It is for sure that there will be some limitations in the process of research. It is also important to explain impact of limitations on research finding. It can be said that researcher finds many difficulties while conducting impact of technology on Thomas Cook such as there is lack of proper existing information and data, some articles and blogs are protected related to the topic, permission required for accessing business websites and personal information from management etc. The process is also time consuming that collection of information regarding topic through the process of questionnaire consumes a lot of time from both employees and researcher effectively.

1.5. Providing an appropriate plan and procedures for the agreed research specification

Timeline: For conducting study within the suitable time frame gantt chart has been prepared by the researcher. This in turn renders information about the time within which specific activity needs to be completed.

TASK 2

2.1 Assessing relationship between resources and hypothesis

2.2 Questionnaire

2.3 Recording and collating data

Theme-1.  Technical reforms made by technology on Thomas Cook

Theme-2.  Communication process improved by technology

UPTO55%

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