Impact of Online Technology on Raising Customer Satisfaction Essay

Added on - 21 Jul 2020

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Research project
TABLE OF CONTENTSRESEARCH AIM............................................................................................................................1TASK 1............................................................................................................................................11.1 Research project outline and specification.......................................................................1Objectives:.......................................................................................................................................21.2 Factors that contribute to selection of research project...................................................21.3 Critical review of key references.....................................................................................31.4 Research project specification..........................................................................................51.5 Appropriate plan and procedures for agreed research specification................................6TASK 2............................................................................................................................................72.1 Match resources efficiently to research question............................................................72.2 Undertake proposed research investigation in accordance with agreed specification andprocedures...............................................................................................................................92.3 Recording and collection of relevant data where appropriate..........................................9TASK 3..........................................................................................................................................103.1 Research evaluation techniques......................................................................................103.2 Interpretation and analysis of outcome...........................................................................113.3 Recommendation and justification for further consideration........................................18TASK 4..........................................................................................................................................19Covered in PPT....................................................................................................................19CONCLUSION..............................................................................................................................19REFERENCES..............................................................................................................................20
RESEARCH AIM“Tounderstand the impact of online technology on raising customer satisfaction”- Astudy on Thomas Cook”TASK 11.1 Research project outline and specificationTechnology is an important part of business which has played a significant role inproviding economic growth by comprehending economical means for consumers to travel.Online sales technology has been considered as a primary tool for improving CustomerRelationship Management (CRM) and thus enhancing overall satisfaction of customers (Xiang,Magnini and Fesenmaier, 2015). Travel and tourism sector is one of the major part of economywhich has achieved a major growth. Main objective of organisation in this sector is to attractmore and more customers by providing them different type of service (Impact of informationtechnology in travel and tourism industry, 2017). Implementation of online technology hasprovided a major support to these organisations in providing useful and relevant information toclients related to their products and services. Development and contribution of air travel as ameans of transporting tourists to different locations is an important contribution of technology totravel and tourism sector (Sigala, Christou and Gretzel, 2012). The aim of this paper is toexamine relative impact of new technologies on improving customer’s relations and overallsatisfaction of customers within travel and tourism industry. New online technologies haverevolutionised business operations of tour operators in UK and have become an integral part oforganisation across the world.Social media networking is important part of online technologieswhich has also provided major opportunities to organisations in increasing their promotion ofproducts and service in market. Through social media application like Facebook and What's appmessenger, these small business enterprise are directly connected with their users. Rise in socialmedia users will also tend to raise opportunities of organisation towards increasing the businessopportunities.Various online facilities have been provided by organisations to provide an ease to customers inbookings and getting information about different type of holiday packages which are availableon websites. Technology has also provided various technological means of communicationthrough which employees of travel companies directly remain in touch with clients (Standing,Tang-Taye and Boyer, 2014). Present report will focus on analysing influence of digital
technology in increasing satisfaction level of customers. For this, scholar has taken an analysis ofThomas Cook, which is a British Tours and travel company in UK. Cited firm aims to provideluxury services and travel experience to customers in different parts of the world. This willenable scholar to undertake proper research over different technologies which are used toimprove customer satisfaction and increase profitability of Thomas Cook.Aim- Study has been undertaken by scholar with an aim of analysing“To understand the impactof online technology on raising customer satisfaction”. For accomplishment of goals andobjectives of research project appropriately Thomas Cook is taken in to consideration.Objectives:To understand the concept of online technology in customer satisfaction.To analyse relationship between online technology and customer satisfaction.To determine the impact of online technology in raising customer satisfaction for ThomasCook.To recommend strategies to increase satisfaction level of customers through onlinetechnology for Thomas Cook.Research Questions:What is the relationship between online technology and customer satisfaction?What are impacts of online technology in raising satisfaction of customers for ThomasCook?1.2 Factors that contribute to selection of research project.Making a proper selection of research is crucial aspect as it requires a lot of experienceand knowledge to make an analysis about relevance of study. There are various important factorswhich have provided support in selection of present research project. Some of them are asfollows:Knowledge and research experience: This topic of research has sparked the curiosity inmy mind. Further, it will provide an ability to develop own understanding and knowledgetowards various kinds of issues which are faced by organisation in providing customerssatisfaction. It also provides an understanding about research undertaken by differentresearchers and enables me to achieve skills, knowledge and experience in this area.
Areas of interest: Main factors behind selection of this research project was my interesttowards this topic. I have interest in analysing various studies undertaken by differentresearchers on this similar topic. Thomas Cook is famous internal tour operator and thiswill enable to demonstrate distinctive set of strategies which needs to be adopted by firmin order to raise the customer satisfaction that leads to increase profitability of enterprise.Scope in the future:This subject and field of study will provide me potential to developmy knowledge and helps in future job performance.Providing insight and information: I have also selected this research project with an aimto provide a deep understanding about various facilities which have been emerged forcustomers after implementation of digital technology and providing information aboutreviews of customers towards services provided by Thomas Cook.1.3 Critical review of key referencesConcept of online technology in customer satisfaction.According toLeung and et.al, (2013), online technology is defined as various tools andtechniques that arise from information technology which are used by organisation to providedifferent types of services to their customers in different parts of the world. “Online” usuallymeans being connected to the internet. Travel technology is the application of informationtechnology for communication in travel and hospitality industry. As per the view ofLaw andet.al, (2013), in present competitive business environment, it is essential for organisation to focuson CRM. For this, it is essential for them to have an information about needs and requirements oftheir target customers. By using technologies such as internet, computer systems, mobilecommunication, technologies in travel agencies and E commerce websites etc. companies areable to get information customers. It will provide them support in fulfilment of theirrequirements. According toLaw, Buhalis and Cobanoglu, (2014), customer satisfaction is a termof marketing that measures how the products and services which are supplied by organisationwill meet the requirements of customers.In travel and tourism sector, online bookings andcommunication is an important facility which has resulted in increasing satisfaction ofcustomers. Thomas cook has also applied this technology for their customers in their outlets.Now customers are free to use their website and can also make their travel bookings online. Thismajor facility has saved the time and efforts of customers because they don't have to goanywhere for getting information about tour packages. On contrary to this,Mok, Sparks and3
Kadampully, (2013) has said that use of online services and systems have also created an intensecompetition for organization in travel and tourism sector by increasing the bargaining power ofcustomers. But ultimately, it has led to rise in satisfaction of customers because they are free tomake bookings in different organizations.Relationship between online technology and customers satisfaction.As per the view ofCabiddu, Lui and Piccoli, (2013), the utilization of technology helpsthe organizations to get closer with their customers and to build an ongoing relationship withthem. With continuous rise in use of internet in recent years, especially in online bookings,shopping and payments via internet, it can be consider that people are getting more satisfaction.Development of vertical portals has redefined the travel business. Tour operators like Thomascook have also started applying e commerce applications thereby allowing their customers todirectly access the reservation system. According toGrissemann and Stokburger-Sauer, (2012),65% of overall travel bookings are made by customers online in Thomas cook in the year 2016.Improvement in technologies has provided a feeling security to customers in making paymentsfor their travel booking and tour packages. According toRichard and Zhang, (2012), companiesion travel and tourism sector have now developed as a separate department at workplace which isresponsible for customers relationship management and resolving the problems which are facedby customers in online bookings. This major support has also raised the satisfaction level ofcustomers towards organization that they will not face any type of problems. Employees inThomas cook also use online technologies in order to remain in touch with their previouscustomers and provide them information about new schemes, tour packages and discount offers.Impact of online technology in raising customer satisfaction for Thomas Cook.According toHorng and et.al., (2012), Advancement of internet has highly affected theway tourism and travel intermediaries perform their business. Positive influence has beenprovided by technology as it supported both organization and customers by reducing their timeand efforts in gathering information. Development of E-portal by Thomas cook has changed theirways of attracting people and performing business operations. This has led to the formation ofvarious last minute online travel portals which properly organize and distributed distressedinventories to the clients. Tour operators like Thomas cook have implemented e commerceapplications for allowing their clients to directly assess their websites. Now customers are able tomake flight search and go through various options and finally take a purchase decision.4
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