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Managing Customer Experience
Customer Satisfaction and Service Quality Unit 21 HND in Hospitality Management

Customer Satisfaction and Service Quality Unit 21 HND in Hospitality Management

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Level: Undergraduate/College
Pages: 42 / Words 10524
Paper Type: Assignment
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Downloads: 4273

TASK 1

1.1. Formulating and recording possible research project outline specifications

Research Topic: “To ascertain the influence of technology on customer satisfaction in the context of travel and tourism sector: A study on Thomas Cook”

Background of the study

In the current times, travel and tourism is on the main sectors of UK which makes significant contribution in the economic growth and development. Growth of travel and tourism sector is highly significant that increased continually from the last five years. In UK GDP, contribution of travel and to tourism sector accounted for 213.8 billion’s GBP (Travel and tourism in the United Kingdom - Statistics & Facts, 2018). Hence, with an objective to increase such growth level companies of such sector have started to use technological aspects. Now, companies are using technological aspects for taking reviews from customers, providing them with suitable information and quality services. For this report, Thomas Cook has been selected which provides customers with attractive tour packages or plan. In this, report will present the extent to which technological aspects or advancements increase the level of customer satisfaction.

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.

Activities / weeks	1	2	3	4	5	6	7	8	9	10	11	12	13	14	15	16	17	18	19	20
Preparing brief outline
Developing research aims and objectives
Analyzing secondary data sources (LR)
Assessing research tools and techniques as per the issue
Conducting survey for primary data collection
Collating and recording data in a structured way
Analyzing gathered dataset using thematic perception test technique
Drawing conclusion as per the results and findings
Giving recommendation for future improvements
Arranging whole report as per the standards
Feedbacks and doing
Final completion

TASK 2

2.1 Assessing relationship between resources and hypothesis

Research	Resources
Influence of technology on customer satisfaction	Assessment of books, journals and scholarly articles based on latest trends of technology which can help tourism services to improve.
Research objectives	For meeting objectives and research aim survey has been carried out via questionnaire that includes questions regarding social media marketing & virtual reality.
Data Analysis	Through thematic analysis questions have been addressed that represents various information that has been gathered through surveys

2.2 Questionnaire

Questionnaire

Name:

Age:

Gender:

Question 1. What do you think about Technical reforms made by technology on Thomas Cook?

Effective ( )

Not effective ( )

Not sure ( )

Question 2. How often the communication process is improved by technology?

Become easier ( )

Not much effective ( )

Not Sure ( )

Question 3. Is the Technology used in business is not effective to attract tourism?

Effective ( )

Not effective ( )

Not Sure ( )

Question 4. Does Technology has a impact on performance?

Yes ( )

No ( )

Not Sure ( )

Question 5. Is the technology helpful towards developing business activities and customer satisfaction?

Yes ( )

No ( )

Not Sure ( )

Question 6. Are Training and development programs effective with reformed technology?

Yes ( )

No ( )

Not Sure ( )

Question 7. Do you think, better and quality services are delivered with the help of technology to increase customer satisfaction?

Yes ( )

No ( )

Not Sure ( )

Question 8. What are the benefits you think business gets with the use of technology?

Improves communication process

Improves performance level

Quality services provided

Achieving customer satisfaction

2.3 Recording and collating data

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

*Question 1. What do you think about changes made by technology on Thomas Cook.?*	*Frequency*
Effective	8
Not effective	5
Not sure	2

Theme-2. Communication process improved by technology

*Question 2. How often the communication process is improved by technology.?*	*Frequency*
Become easier	9
Not much effective	3
Not Sure	3

Theme-3. Technology used in business to attract tourism

*Question 3. Is the Technology used in business is not effective to attract tourism.?*	*Frequency*
Effective	7
Not effective	4
Not sure	4

Theme-4. Technology has an impact on performance

*Question 4. Does Technology has an impact on performance.?*	*Frequency*
Yes	10
No	3
Not Sure	2

Theme-5. Technology is helpful towards developing business activities

*Question 5. Is the Technology is helpful towards developing business activities and customer satisfaction.?*	*Frequency*
Yes	8
No	4
Not Sure	3

Theme-6. Training and development programs effectiveness

*Question 6. Are Training and development programs effective with reformed technology?*	*Frequency*
Yes	11
No	3
Not Sure	1

Theme-7. Better and quality services are delivered

*Question 7. Do you think, better and quality services are delivered with the help of technology to increase customer satisfaction.?*	*Frequency*
Yes	12
No	2
Not Sure	1

Theme-8. Benefits you think business gets with the use of technology

*Question 8. What are the benefits you think business gets with the use of technology.?*	*Frequency*
Improves communication process	6
Improves performance level	3
Quality services provided	4
Achieving customer satisfaction	2

Descriptive statistics:

Question 1. What do you think about changes made by technology on Thomas Cook.?		Question 2. How often the communication process is improved by technology.?		Question 3. Is the Technology used in business is not effective to attract tourism.?		Question 4. Does Technology hasa impact on performance.?		Question 5. Is the Technology is helpful towards developing business activities and customer satisfaction.?		Question 6. Are Training and development programs effective with updated technology.?		Question 7. Do you think, better and quality services are delivered with the help of technology to increase customer satisfaction.?		Question 8. What are the benefits you think business gets with the use of technology.?

Mean	1.6	Mean	1.6	Mean	1.8	Mean	1.466667	Mean	1.666667	Mean	1.333333	Mean	1.266667	Mean	2.133333
Standard Error	0.190238	Standard Error	0.213809	Standard Error	0.222539	Standard Error	0.191899	Standard Error	0.210819	Standard Error	0.159364	Standard Error	0.153271	Standard Error	0.290593
Median	1	Median	1	Median	2	Median	1	Median	1	Median	1	Median	1	Median	2
Mode	1	Mode	1	Mode	1	Mode	1	Mode	1	Mode	1	Mode	1	Mode	1
Standard Deviation	0.736788	Standard Deviation	0.828079	Standard Deviation	0.861892	Standard Deviation	0.743223	Standard Deviation	0.816497	Standard Deviation	0.617213	Standard Deviation	0.593617	Standard Deviation	1.125463
Sample Variance	0.542857	Sample Variance	0.685714	Sample Variance	0.742857	Sample Variance	0.552381	Sample Variance	0.666667	Sample Variance	0.380952	Sample Variance	0.352381	Sample Variance	1.266667
Kurtosis	-0.46985	Kurtosis	-0.78526	Kurtosis	-1.54529	Kurtosis	0.470594	Kurtosis	-1.02198	Kurtosis	2.625	Kurtosis	4.784795	Kurtosis	-1.27348
Skewness	0.840721	Skewness	0.940546	Skewness	0.432515	Skewness	1.334784	Skewness	0.74023	Skewness	1.791551	Skewness	2.272968	Skewness	0.39724
Range	2	Range	2	Range	2	Range	2	Range	2	Range	2	Range	2	Range	3
Minimum	1	Minimum	1	Minimum	1	Minimum	1	Minimum	1	Minimum	1	Minimum	1	Minimum	1
Maximum	3	Maximum	3	Maximum	3	Maximum	3	Maximum	3	Maximum	3	Maximum	3	Maximum	4
Sum	24	Sum	24	Sum	27	Sum	22	Sum	25	Sum	20	Sum	19	Sum	32
Count	15	Count	15	Count	15	Count	15	Count	15	Count	15	Count	15	Count	15
Confidence Level(95.0%)	0.40802	Confidence Level(95.0%)	0.458575	Confidence Level(95.0%)	0.4773	Confidence Level(95.0%)	0.411583	Confidence Level(95.0%)	0.452161	Confidence Level(95.0%)	0.341801	Confidence Level(95.0%)	0.328734	Confidence Level(95.0%)	0.623261

TASK 3

3.1 Determination of thee appropriate research evaluation technique which is needed to be examine for appropriate outcomes

In relation with making the effective research which will be appropriate in overcome with the knowledge of all the facts and problems there are various technique that will be effective in this regard. Therefore, this research study will have effective outcomes in relation with demonstrating the consumer behaviour as well as their level of satisfaction. Thus, in order to analyse the behaviour and opinion of consumers of Thomas cook. Therefore, there are various techniques in terms of conducting fruitful research over consumers which were relevant with the operations such as:

Formative:

It is the helpful in terms of judging as well as analysing the adequate facts and figures as well as have the proper outcomes over the research which in turn will make effective increment in the learning, knowledge and analysing the data. This is the most assistive technique which in turn emphasis over making the adequate designs as well as instruct the fruitful changes into operations. Therefore, it bounds the researcher to make aim, objectives which are needed to meet in a most prominent way. Therefore, this method will be effective in terms of having the adequate development of the work performance and objectives.

Summative:

It will be an assistive tool which in turn makes the appropriate development of the work over making judgement on the collected information. Moreover, it brings the fruitful suggestions over the collected information as well as make the adequate operational practices as to make effective changes. Therefore, it can be said that this technique mainly focuses the overall practices to be done as well as the fruitful judgements which were to be presented by the professionals in terms of making the effective analysis over the research issues. In this research project there has been study over the various operations which were based taking the public survey and proposing the appropriate ideas that will be helpful in addressing all the relevant facts and figures.

However, after determining all the factors it will be helpful in managing the operations of business. Moreover, there can be use of various techniques which in turn makes the appropriate analysis over the gathered data. Thus, there is need to implicate summative technique of analysing the data which will benefit in appropriate decision making. In addition, the influences of such research technique will help in fetching the reliable and valid information and the accurate solution will be presented to the professionals of Thomas cook in developing the accurate policies.

3.2 Interpretation of outcomes which were being determined and analyzed

The sample of research will 15 potential students of UKBC, who regularly keeps a check on services of Thomas Cook.

Theme-1. Changes made by technology on Thomas Cook are effective.

As per theme 1, it has been analysed that according to 8 student’s changes in services of Thomas Cook related to technology have been turned advanced. The students state that according to them the firm is making appropriate use of social media advertising for promotion and according to them it is the most effective plan which can assist in firm in managing successful business activities (Bharadwaj, El Sawy and Venkatraman, 2013). Apparently, as per student’s changes in Thomas cook are not effective because according to them the new way of managing trip through cloud computing in complex for the consumers to understand.

Theme-2. Communication with Thomas cook has improved after implementation of technology.

According to theme 2, it has been discovered that as per 9 students of college communication with company of consumers has improved. Like now the sales team of organisation is connected to consumers via WhatsApp and emails which helps to communicate about all the travel and trips. However, as per 3, the communication of Thomas cook is still not effective because the individuals in chat sometimes do not get appropriate answers to their questions.

Theme-3. Technology used in business to attract tourism is effective

According to theme 3, it has been discovered that, as per the views of 7 students the social media advertising used by company to promote tourism is the most effective use of digital technology. It derives prominent way of connecting with buyers and derives various mode of attracting like, visual, audio's promotion techniques of firm on Facebook and Instagram helps the students in developing curiosity about the travel plans. Apart from this, according to 4 students it is not effective because there are many people who do not access social media due to persona reason and therefore remain unaware about changes and travel and tourism services of organisation. Thus, the students stated that social media advertising has limited promotional strategy and plans of organisation.

Theme-4. Yes, technology is impacting performance of Thomas cook.

According to 10 students of UKCBC college, it has been demonstrated that according to maximum students in survey technology has impacted performance of Thomas Cook. According to these people it provides opportunity to company in managing appropriate record of consumer’s data and it helps consumers in easy access to travel services. Apparently, as per 3, the technology is cost effective and also lacks security and it has impact confidentiality of consumer data is stored in cloud computing.

Theme-5. Yes, technology is helpful towards developing business activities and productivity.

As per survey, it has been discovered that as per 8 student’s advancement in technology is the change which assisted the firm in managing successful growth and productivity. It provides every source which helps the company in managing customer relationship, promotion, innovation etc. (Drnevich and Croson, 2013). However, 4 students were not even sure of technological advancement and its benefits because according to these people techniques are effective for growth but on the other hand requires huge investment.

Theme-6. Training and development programs are effective for updated technology.

As per theme 6, it has been identified that 11 students think training and development session by organization on use of digital technology plays an important role as it employees in learning about appropriate use of tools. The learning to employees helps in improving their communication with consumers via technological tools. Thus, as per 3 students training are not effective because it is not related to consumers at all.

Theme 7: Yes, Better and quality services are delivered

According to theme 7, it has been discovered that as per 12 students’ technological advancement is the started which is helping Thomas cook in managing service quality. Like online ticketing system assist consumers in making easy price determination before booking further plans (Fitzgerald, Kruschwitz and Welch, 2014). Apart from this as per 2 students it is not effective because there are many people who do not understand access to internet and therefore unable to use it effectively.

Theme 8: With the use of technology communication process of Thomas cook has been improved.

According to theme 8, it has been discovered that students believe technological tool assisted the firm in improving communication because now a day’s sales team of Thomas cook is always connected to consumers via WhatsApp and email 24*7. This has improved communication and served satisfaction to many consumer queries. Thus, as per 4 students it has technology has assisted firm in improving quality of services like online booking facility etc. Apart from this, every employee has a greater connectivity with each other that leads to greater coordination between team. This facilitate to accomplish goals very easily.

3.3 Recommendation and justification over outcomes

In relation with the above analysis it can be said that there are various operations which will be fruitful for the researchers in terms of developing the new strategies as well as presenting the adequate operational plans. Therefore, the collected information was mainly based on the analysis over the consumer satisfaction with services facilitated by Thomas cook. Moreover, the research was based on collecting thee relevant data and details about the consumer opinion and behaviour in relation with the research problem. Therefore, the maximum outcomes have been derived which has presented to make the appropriate changes in the operational functions as well as bring the development of technologies that will be profitable for organisational efficiencies. The technical advancement will be very helpful for making the adequate improvements in the operations as well as bring the innovative changes in the efficiency of business. However, as per analysed data set and responses derived through such research on with there will be several suggestions such as:

Artificial Intelligence can be adopted for increasing efficiency of every task that is performed for delivering services to customers.
Technical Experts must be approached for taking suggestions in order to improve efficiency.
Web based and Mobile based applications must be provided to customers in order to avail services from anywhere. It will lead to save their time.
Regular training session must be conducted for enhancing technical skills of employees.
There must be implication of reformed techniques or technical devices which will help organisation in attaining tasks promptly.
Simulation of various operational tasks will be adequate in measuring the operational analysis and determination of each activities.

REFERENCES

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