Customer Experience to Customer Engagement
Added on -2021-02-21
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RESEARCH PROPOSAL
TABLE OF CONTENTSBACKGROUND.............................................................................................................................1OBJECTIVES..................................................................................................................................1RATIONALE...................................................................................................................................2LITERATURE REVIEW................................................................................................................2RESEARCH METHODOLOGY ....................................................................................................4TIME LINE......................................................................................................................................6REFERENCES................................................................................................................................7
Title: To investigate the customer experience to customer engagement in the context of trackingthe consumer Journey through the technology.BACKGROUNDIn the hospitality industry, customer experience relates to the ability of the organizationsoperating within the industry in respect of delivering the quality product with excellent servicesto the customers (Bharwani and Jauhari, 2017). In order to attain success in this industry, it isvery important for the companies to keep the pace with the changing needs and expectations ofthe customers. Every year the customers of the hospitality sectors needs more and morepersonalized and higher quality experience which could be procure easily so companies underthis industry must have focus on these measures for creating better relationship or engagementwith their customers. Recognising the technology is an important emerging trend in thehospitality industry and this in turn helped the industry in reducing cost, improving theoperational efficiency and enhancing the customer experience as tourism industry has replacedthe human labour to that of the technological labour which enables in the avoiding the issuesrelating to the customers service (Kandampully, Zhang and Bilgihan, 2015). Scottish hospitalityindustry is constantly changing as newer technology influences the ways in which the anorganization chooses and experiences their destination, packages etc. For analysing the trend inthe hospitality industry in terms of customer experience and engagement, it is very essential forthe scholar to conduct the research in order to understand the changing preferences and desires ofthe customer in better way. OBJECTIVESTo explore the current trends future possibilities engaged in the hospitality industry toenhance the interest of customers towards their services.To examine the strategies adopted by the industry to overview the journey of customerexperience to customer engagement through the technology.To critically assess the challenges faced by the Scottish hospitality industry in improvingthe journey of customer through technology.1
RATIONALEThe main reason behind conducting this study is to assess the gap resulted in thehospitality industry like service quality gaps, experience gap etc. Service quality gaps relates tothe gaps in between the customer's expectations and the perception of the management in contextof expectation of the customers (Radojevic, Stanisic and Stanic, 2015). Another gap is resultedwhen the management is aware of the customer expectations but does not design and facilitatethe services as desired because of several constraints. Moreover, in this industry the gap alsoexist in between the service delivery and the external communications which affects customerexpectation as well as perception of the service (Kao, Tsaur and Wu, 2016). Along with this, themain reason behind conducting investigation is to ascertain the experience and engagement levelof customers pertaining to hospitality sector. This is considered as issue because now companycan attain success only when it has satisfied and loyal customer base. Further, now companies inhospitality sector are using wide range of technologies for improving business operations andfunctions. This study also entails challenges facing by Scottish hospitality sector which in turnhelps in developing competent strategic framework for the near future. Through thematicanalysis research could shed light on the ways that can be undertaken by hospitality sector fortracing and improving customer experience. Thus, for adequately analysing these gaps, itbecomes important for an investigator to propose the research activity so that appropriatemeasures could be taken to overcome concerned gap.LITERATURE REVIEWTheme 1: Latest trends related to the Customer Experience & engagement as adopted by thehospitality sector.As per the thoughts of Kandampully, Zhang and Jaakkola (2018), individual of every agegroup are making use of advanced technological facilities for seeking benefits as provided by thecompanies engaged in the hospitality sectors. With the help of technological advancement, it hashelped customer as well as companies in reducing their costs factor thereby enhancingoperational efficiency of the business as well. By adopting better improved techniques andconcepts improvement can be made in different types of services as provided which can help inimproving overall experience of its customer. According to Bilgihan, Kandampully and Zhang,(2016), some of the latest trends which are being used by hospitality sector companies includes2
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