Impact of E-Marketing on Customer Satisfaction PDF
Added on -2020-07-22
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IMPACT OF E-MARKETING ON THESATISFACTION LEVEL OF CONSUMERS
TABLE OF CONTENTSTASK 1............................................................................................................................................1a. Brief research proposal............................................................................................................1b. Identifying relevant literature on the basis of objectives.........................................................3c. Discussing relevant methodology............................................................................................7TASK 2..........................................................................................................................................10a. Gantt chart..............................................................................................................................10b. Record and collate relevant data............................................................................................11TASK 3..........................................................................................................................................16a. Organizing and structuring raw data in a tabular format.......................................................16b. Drawing conclusion and giving recommendations................................................................19TASK 4..........................................................................................................................................21a. Presenting outcomes of the entire research............................................................................21b. Making presentation on research highlights..........................................................................23REFERENCES..............................................................................................................................24APPENDIX....................................................................................................................................27
TASK 11.1. Brief research proposal Background of the study Successful marketing is of utmost importance to all types of firms that directlycontributes in the attainment of organizational goals. This in turn necessitates the organisationsto cope up with rigorous changes that are continually taking place in the market to satisfy today’scontemporary needs of consumers (Chan, Hsu and Baum, 2015). In the recent times, internetmarketing is the most effectual tools that is undertaken by the firms for attracting large numberof customers towards the products or services offered. This effective tool is called as internet thatis nowadays referred to be an important consideration of individuals of almost all age, existing inthis current era. The present research work is also based on a corresponding outlook of theorganisations for serving their consumers in a well- considerate manner.E-marketing is thus represented to be one of the most essential considerations of theenterprises working in any sector. However, the present investigation is based on a well-knowntour organisation of UK i.e. Thomas Cook and the way they tend to make an efficient use of E-marketing. This is mainly due to its recent technicalities where it is one of the most considerateway of attracting large number of consumers towards the proposed goods and services. Internetmarketing implies for the process brand of enhancing brand image and its products &servicesthrough the means of mail as well as social networking sites. It thereby indicates a broader scopeof marketing goods with an effective use of email, CRM termed for customer relationshipmanagement and any such promotional activities that are required to be done with the help ofwireless media. Rationale and Research QuestionThis section is responsible to demonstrate the importance of a chosen subject matter interms of signifying any issues or concerns prevailing over it. It is basically to prove a sustainableoutlook behind selecting the topic for conducting research on it. In this, impact of E- marketingon the satisfaction level of customers is investigated by the researcher over here. This is stated tobe an important agenda for the undertaken organisation named Thomas Cook. It is one of theleading organization under travel & tourism sector which offer lucrative tour packages to thecustomers. (Elkhani, Soltani and Jamshidi, 2014). Herein, the customer’s demands keep onchanging at a higher pace and hence, necessitates such entities to operate in an effectual way by1
considering the competent framework. The present research topic has thus referred to assess theimpact of E- marketing refers to the marketing procedures that places direct impact on thebuying decisions of the consumers to a great extent and raises their satisfaction level.. As a resultto which the marketing function refers to one of the most thoughtful measures that is required tobe undertaken by the organisations like Thomas Cook in the best possible way. Aim and ObjectivesA prior aim of this investigation is "To assess the impact of E- marketing on thesatisfaction level of customers in tour organisations- A study on Thomas Cook". Following thesame, below are the objectives defined on the basis of above intended aim:To evaluate the use of E- marketing in tour industry of UKTo analyse the role of E-marketing in tour organisations like Thomas CookTo assess the importance of E- marketing in raising satisfaction level of the consumersTo recommend ways in which Thomas Cook can make an effective use of E- marketingfor enhancing the satisfaction level of its customers to a great extent Study Approach, Ethical Issues and Limitations For presenting the suitable or fair view of study, several tools and techniques have beenundertaken by the researcher through taking into account the nature of investigation. Consideringthe same, researcher, under present investigation refers to undertake an inductive approach as perthe qualitative nature of subject matter. This will mainly lead to the composition of a qualitativestudy where quantitative will together be used for the purpose of carrying out a survey,interrogating customers of Thomas Cook (Caber, Albayrak and Loiacono, 2013). However,researcher can hereby face some ethical dilemmas in order to maintain confidentiality of dataacquired from the customers revealing any of their personal information. Along with this, theyare hereby required to undertake an ethical approach in terms of addressing the respondents in arespectful manner and for this purpose, the researcher must avoid any sort of discernment.Also, another prior outlook of the researcher to carry out an ethical study is to avoid takingany forceful consent of participants where they must willingly contribute in survey. Besides this,limitations are also a concerning part of research where the investigator may face several issuesin terms of getting sufficient amount of time and budget to carry out an effective study (Bowieand et. al., 2016). Also, getting adequate number of respondents who are willing to participate inthe survey is a vital concern while considering to conduct a primary research. Herein, an easy2
access is a concerning matter for the researcher that is also stated to be a limitation. However, theinvestigator in present study has used a planned approach to avoid any such limited aspect ofresearch. For this, a definite budget has been decided to finish the study within a stipulatedperiod of time. Case Study Organisation or DestinationCurrent research work is based on a selected tour organisation named Thomas Cook whereit is a renowned hospitality and tourism based enterprise operating since last 10 years andprovide travel related services at the global level. Its products involve holiday packages, hotelrelated services along with passengers, cruise lines and charter airline services (About ThomasCook, 2015). It is mainly because of its 6 distinct subsidiary firms where Thomas Cook Group ispresently operating with around 21, 940 number of employees and an operating income of £308million. However, Thomas Cook Group PLC is a result of merger between 3 distinctorganizations namely Thomas Cook AG, MyTravel Group plc and Thomas Cook & Son.1.2. Identifying relevant literature on the basis of objectives Theme 1.2.1: Use of E- marketing in tour industry of UKA rising popularity of internet has largely assisted the organisations of almost all industrialsectors with a special consideration of tourism and hospitality based associations (Hays, Pageand Buhalis, 2013). By doing assessment, it has found that referring the increasing prevalence ofinternet hospitality and tour related enterprises lay emphasis on considering the same asmarketing tool.. Internet has been specified as a global network where it is composed of certaininterlinked computers that are operating on a standard protocol. This standard protocol in turnpermits them to transfer the information from one network to another. It is thereby used as asystem for exchanging information with a greater role of its connectivity that enables the users toaccess the network. Cohen and et.al., (2014) have stated that such likely use of internet forconducting activities of marketing is a result of its general use as a data exchange scheme intoday’s digital era. Internet directly enables the users in a mechanical storage ofinformation,indexing,retrieving, restructuring and redistribution of the same. It is doneautomatically with the help of a software with no intervention by the humans. Internet also tendsto connect the companieswith customers and individuals with no such regard to time, hardwareor software platforms and space, etc.3
Jung, Ineson and Green (2013) investigated and presented favourable use of internetmarketing in the tour based organisations of UK where it is not only used as a tool to connect orinteract with users. Along with this, internet marketing tool also provides high level of assistancein connecting businesses directly with the customers. This is turn is known as facilitating asmooth transition of business by adopting the tactic of internet marketing and proceedingprocesses of both B2B and B2C marketing. Despite of considering the fact where internet wasinitially originated in the year 60’s, it is a current buzzword. Avraham (2015) have herebyargued with a distinct consideration of internet marketing where it can be used by the businessesin two distinct manners. These areas have represented as recent creations and indicated the usageof internet services for communication and processing data. However, both these classificationsare interlinked to each other where the communication services involving use of email and emailbased net news and discussion lists are known to permit a direct exchange of data among users.Further, the information services include Telnet, anonymous FTP i.e. File Transfer Protocol,Gopher which permits customers to access the information which has been accessible to all aswell (Chathoth and et.al., 2014). Since the year 1993, internet has shown a huge transformationthat has totally due to its latest constituentcalled World Wide Web also abbreviated as WWW orWeb.Internet as a vital tool of marketing is of huge benefit to all virtual areas of marketing aselucidated by Tyrväinen and et.al., (2014). This directly states about the other pivotal areas ofmarketing involving process of conducting a market research via segmentation, targeting andpositioning. Also, internet is known to enable the tour related organisations to make an effectiveusage of models namely marketing mix to further organise their strategies and control when andif required. It is therefore known to eradicate all manual processing done by the organisation interms of marketing where they can easily propagate their brand in a much easier way. Theme 1.2.2: Role of E-marketing in tour organisationsInternet marketing is also termed as E- marketing where it is known to have distinct rolesand characteristics with a special context of tour based organisations in UK in accordance withthe bestowed views of Kropinova, Zaitseva and Moroz (2015). This is specially for being aninformation intensive sector where internet is referred to be the most efficient mean forexchanging information at global level. It is where the tourism industry is stated to be a very dataconcentrated sector where the collected set of information represents the strength of the4
establishment where they are also known to hold distinct producers within the industry. Thisinvolves the tour operators, attractions, cruise lines, airlines, travel agencies, other suppliers andcar rentals, etc. It in turn results in a prime requirement of generating, collecting, processing,applying and communicating such extensive data on regular basis as a way of handling theirdaily operations. Another vital role of internet marketing in the field of tourism is evaluation of its offeredproducts and services as described by Backer and King (2015). This is basically for being intoservice industry where the tourism based enterprises are known to deal with intangible productsthat in turn refers to their services. As a result, these services can neither be experienced nor beseen by the tourists. Also, on considering this fact, until the tourists arrive at destination, it isalmost impossible for them to experience the services and assess its quality in terms of theirexpectations (Filieri, Alguezaui and McLeay, 2015). Besides this, there exists very less numberof travellers who nowadays prefer to rely upon limited access of brochures and other suchconventional tools to evaluate the information about their respective travel destination.This in turn necessitates the tour based organisations to enable their targeted set ofcustomers to make an effective use of detailed information provided on the official websites ofthe firm. Herein, the printed form of brochure has nowadays replaced by electronic or web basedmodes where it has also resolved one such complex issue that is often faced by the travellers inchoosing from thousands of locations. Now, the tourists can undertake assistance of test drive asa way of selecting from the browser generated options as per their distinct set of demands asstated by Zaidan (2017).Whereas, Sirakaya-Turk, Ekinci and Martin (2015) with a distinct set of consideration hashereby mentioned yet another major role of internet in the tour based organisations as itfacilitates automation and helps in providing information to the customers about tour packages.This specifies about the need of ticketing with an ease of booking it online these days. Theelectronic forms of ticketing are referred to have a leading role in today’s contemporary worldwhere no one relies on its physical distribution. It is in context to both; tour operators andtravellers where this undertaking assists both the parties in an equal manner. For an in-depthevidence, such rising trend of e-ticketing is apparent to benefit the organisations in terms ofsaving their money and offers time benefits to the customers (Carlisle and et.al., 2013). Bothvaluable assets are easily secured with assistance of e-ticketing. 5
Theme 1.2.3: Importance of E- marketing in raising the satisfaction level of consumersAccording to Christie and et.al., (2014) the main reason behind the success of tourismcompanies is that they are adopting E-marketing strategies. They carefully analyse and observehow people interact with surrounding environment while they travel. These things help them torecognize the need of a customer. Increasing fight in the global tourism market promote tourismoperators to invest more in promotion, resources, knowledge and quality in order to achievesatisfactory development (Marcoz, Melewar and Dennis, 2016). Therefore, it is very important tobe in touch with the latest technological trends and have knowledge required to effectivelyrespond to challenges of global contest. Internet technology provides high-quality and efficientoperations in all sectors including the tourism industry. The following material study the mainfeatures of the Net, in comparing with conventional media and with relevance to marketing, asan impressive and economic communications' means.As per the opinion of Ashworth and Tunbridge (2017) before going on a trip, everycustomer investigates the spot of visiting or destination on internet that helps him to save moneyand time. He can also book his whole trip through internet including hotels, food, vehicles. Etc.The main impact of this is that in comparison with the traditional media, in order to gain relevantinformation of a destination, a tourist needs to go to a travel agency to get a brochure and guidebook, and may also contact the destination's national tourist office to get some content study.Furthermore, the printed literature the tourists get is often outdated. On the other side, properInternet service provider tourist an unlimited amount of information through video telephony,chat interaction and tourists can also "test drive" a prospective holiday by viewing real-timescenes through, cameras, placed in hotels, clubs, restaurants, scenic spots and other sites in thedestination before the trip (Holliday and et.al., 2015). With online registration, customers areable to maintain their reputation as well. They get discounts on selected things and pre-bookingsoption also secures their place to avoid the major issue of booked hotels and other places. Thereis also an advantage for them that they can cancel their trip if they have any kind of issueregarding to the trip before the companies' policy and will get be refunded. In contrary to this, Akamavi and et.al., (2015)states that the Web is a much more flexiblemarketing medium than the traditional mass media that the customer has many options to choosetheir trip within their budget plans. Internet not only provides more information but also offers itfrom a much wider range of sources which help customers to search their trips anywhere and6
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