Research Proposal on Consumer Engagement, Consumer Enthusiasm and Customer Loyalty
Added on 2020-05-16
15 Pages3911 Words133 Views
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Running Head: RESEARCH PROPOSAL 1Research Proposal
Research Proposal21.0 AbstractThe present research is focused on identifying the relation between consumer engagement, consumer enthusiasm and the customer loyalty. The consumer loyalty is the phenomenon in which the customers make repeated purchase and spread positive word of mouth for the company. It is directly linked with customer engagement and enthusiasm. In the research, the survey method is used as a data collection method. The positivism research paradigm is used and exploratory research design is used as a data collection method. THz sample size is between 100-150 people depending upon the response of the research participants. The research participants will be the customer of Trip advisor, Riverdale.
Research Proposal3Table of Contents1.0 Abstract.................................................................................................................................................22.0 Introduction...........................................................................................................................................42.1 Background of the Research..............................................................................................................42.2 Organization background..................................................................................................................42.3 Issues and Opportunities...................................................................................................................43.0 Literature Review..................................................................................................................................54.0 Research Objective................................................................................................................................65.0 Research Questions...............................................................................................................................66.0 Hypothesis:............................................................................................................................................77.0 Theoritical Framework...........................................................................................................................78.0 Methodology.........................................................................................................................................79.0 Research Design and methods...............................................................................................................810.0 Ethics...................................................................................................................................................911.0 Significance of the Research................................................................................................................912.0 Project Plan........................................................................................................................................10References.................................................................................................................................................12Appendix...................................................................................................................................................13
Research Proposal42.0 Introduction In the present era of competitiveness, customer loyalty and retention can be considered as one of the most important feature in maintaining the customer loyalty of the organization. The customer engagement and enthusiasm is positively linked with the brand performance, product performance and referrals. In the tourism sector, the involvement of the customers with the brand boosts the customer loyalty, enhance their performance, and increase the brand satisfaction and the loyalty of the customers. 2.1 Background of the ResearchThe engagement of the customers is characterized by the repeated interactions between the customers and the company. These interactions strengthen the bond with the customers and increase the emotional, physical and the financial investment that a customer has towards the brand. Trip advisor, Riverhead can establish a customer-brand link by balancing the costs and the benefits over a period of time. The customers can enhance the enthusiasm and receive several benefits which includes the product news and offers. There are several dimensions of customer satisfaction such as enthusiasm, attention, absorption, interaction, and identification (So, King, Sparks, & Wang, 2016). The customer enthusiasm refers to a high level of excitement or zeal which shows the high amount of interest in a brand. Therefore, it is important that the brand invokes interest through different marketing channels. Therefore, the present research will explore the impact of customer involvement, customer engagementand enthusiasm on the behavioral intention of customer loyalty towards the tourism organization.2.2 Organization backgroundThe trip advisor is one of the largest travel sites, which enables the travelers to explore different options in travel destinations. It provides the reviews of different customers as well as cover wide range of hotels, airlines, attractions and restaurants. The company provides advice and knowledge to the customers to provide them with the advice related to different hotels, restaurants and travel destinations. It has made alliance with various branded organizations in different travel locations and a travel community of 455 million users is registered on the website. It has a center in Riverdale. The customers can also access the data through online mediums (Trip advisor New Zealand, 2018). 2.3 Issues and OpportunitiesThe customer loyalty is developed as a reson of various factors. The customer satisfaction, commitment,corporate image, and communocation are several factors which can enhance the loyalty in the customers. Trip advisor, Riverdale can get benefit from the the customer loyalty. In the present competitive environment, it is the essential for the business organizations to enhance the loyalty of the customers. It directly impacts on the profitability of the organization. The present research will provide the business organizations with the opportunity to increrase their market share. It is also important to build the market share of the company.
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