Problems and Solutions in Online Ticket Cancellation and Reselling

Running head: SOFTWARE DEVELOPMENT IT
Software Development IT
Name of Student
Name of University
Author Note

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SOFTWARE DEVELOPMENT IT
Abstract
The research study aims in understanding of the problems related to ticket master and similar
websites. With the increase in online ticket booking, it is essential to identify and enforce proper
policies and reforms related to the refund policies and procedures. The research discusses the
major issues related to primary and secondary website. Reselling of the tickets is a major
problem related to online ticket purchase because of ticket touting. The research identifies an
alternative solution to the ticket reselling problem by proposing the waiting list feature to the
primary ticket selling website. An artefact is designed in this research to provide the reader with
an idea of proposed solution. The proposed artefact however needs certain reforms as there are
certain limitations in its functionalities. Concluding chapter of this research discusses the
limitations.

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Table of Contents
Chapter 1: Introduction........................................................................................................5
1.1. Background...............................................................................................................5
1.2. Research Questions...................................................................................................7
1.3. Research Aims and Objectives.................................................................................8
1.3.1. Research Aim.....................................................................................................8
1.3.2. Research Objectives...........................................................................................8
1.4. Rationale of the Research.........................................................................................9
1.5. Structure of Study.....................................................................................................9
Chapter 2: Literature Review.............................................................................................11
2.1. Introduction.............................................................................................................11
2.2. Online Booking of Event Ticket in Ticket Master.................................................11
2.3. Problems with Ticket Cancellation.........................................................................12
2.4. Working principle of Online Ticket Selling...........................................................13
2.5. Primary and Secondary Market..............................................................................13
2.6. Issues in Primary and secondary Market................................................................14
2.7. Cancellation and Reselling Problems in Ticketmaster...........................................15
2.8. Cancellation flow in Ticketmaster..........................................................................16
2.9. Existing Technologies for ticket Transfer and Cancellation..................................17

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2.10. Indian Railways booking system and waiting list................................................18
2.11. Literature Review Conclusion..............................................................................20
Chapter 3: Research Methodology....................................................................................21
3.1. Introduction.............................................................................................................21
3.2. Research Approach.................................................................................................21
3.3. Research Strategy...................................................................................................22
3.4. Data Collection Method..........................................................................................22
3.5. Data Sampling Technique.......................................................................................23
3.6. Theoretical Framework...........................................................................................23
3.7. Technical Framework.............................................................................................24
3.8. Methodology Suggestion........................................................................................24
3.9. Artefact Design and Development..........................................................................25
3.9.1. Requirement Analysis/Planning......................................................................26
3.9.2. Artefact Design................................................................................................27
3.9.3. Artefact Development......................................................................................31
3.9.4. Testing.............................................................................................................33
Chapter 4: Data Analysis...................................................................................................36
4.1. Introduction.............................................................................................................36
4.2. Data Analysis..........................................................................................................36
4.3. Chapter Summary...................................................................................................41

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Chapter 5: Discussion........................................................................................................43
Chapter 6: Conclusion and Recommendations..................................................................45
6.1. Major Contributions of the Study...........................................................................45
6.2. Limitations of the Proposed Artefact......................................................................46
6.3. Recommendations...................................................................................................46
References..........................................................................................................................48

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Chapter 1: Introduction
1.1. Background
Online booking of event ticket is growing continuously in recent years, with more and
more consumers take advantage of the websites which sell the tickets online. The online ticket
selling is growing significantly as if offers the advantage of accessing the tickets from the
comfort of home. Apart from that, the online ticket selling eliminates the hassle of standing in
long queues and the website can be accessed 24*7 (Courty 2017). This Research is on the online
event ticketing website Ticket master and it is based on cancelation problems faced by customers
after purchasing an event ticket from the primary ticket website. The people using these sites are
genuine fans and due to some reasons, they are unable to attend the event and want to recoup
their money. The process for cancelation on ticket master and reselling of tickets in Secondary
market is not convenient which puts the buyers and resellers in confusion.
The idea of this report is to develop a gist of all problems associated with the event ticket
cancellation and ways to overcome them by developing a computing artefact. The growth of the
internet has made possible for both buying and selling of online tickets relatively easy and a
quick process as compared to pre-internet times. Online Tickets for concerts and sporting events
are purchased typically online from ‘Original seller’ which is termed as ‘Primary ticket market’
or from a ‘Reseller’ which is termed as ‘Secondary ticket market’ (Courty 2017).
Primary Ticket Market is where initial sale of tickets takes place. The ticket is sold here
for the very first time and at face value which is set by the event provider. The Companies in this
sale market provide initial-sale of online ticket and the well-known ticket service provider of
Primary ticket market is ‘Ticketmaster’ in Ireland. One must pay a few service fees upon

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checkout when using Ticketmaster like same is there in similar ticket aggregators. In general,
Tickets sold by promoters, venues, and sporting bodies or by service providers which are
authorized ticket sellers constitute primary ticket sales and the arrangements by which such
tickets are sold constitute the primary ticket market.
Secondary market is created by Resellers where the tickets, which are previously sold in
the primary ticket market, are offered for sale or resold at a higher price. It is a place where
bidding process takes place and ticket are sold at price above the face value. There are several
factors that contribute to the growth and different ways in which the tickets can enter secondary
markets. These Tickets are commonly offered for secondary sale on advertising websites or
general online platforms such as Gumtree, eBay, DoneDeal and also on social networks such as
Whats App, Twitter or Facebook. The main secondary market company which is operating in
Ireland is Seat wave and was acquired by Ticketmaster in 2014.
There are certain problems related to the cancellation and reselling of the event tickets
which give rise to the need of identifying the process by which the problems related to ticket
reselling can be eliminated. Following are the problems related to the cancellation of event
tickets-
1. There is no direct mechanism or option present in Ticket Master Website where the user
can cancel or Resell their tickets with a simple process.
2. Customer who wishes to cancel their ticket must go to other page and apply for a refund
by filling up a form.

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3. The existing terms and conditions in ticket cancelation process of ticket master do not
give full continence to the users. There is limitation for the cancelling the tickets which
puts constrain on the customer.
This creates a potential confusion for the customers who wish to cancel their ticket. The
person usually ends up selling the ticket to the secondary market. It also gives rise to a
phenomenon which is called as ticket touting or ticket black where some people and an
organized business buy tickets to resell or put them on a sale at a higher price to gain profit.
Certain issues and problems are identified in reselling of the tickets in secondary market
as well. These problems are as follows-
1. There is ban which is imposed by legislation on Reselling the ticket on Secondary
website due to which Ticketmaster had to shut its ticket reselling website Seat wave
across Europe with immediate effect.
2. The other means where the tickets can be put on sale is on advertising websites or general
online platforms and social networks. These mediums are unreliable and have a
significant problem which puts the buyer in uncertainty. Duplicate or Fake ticket can be
easily put on sale in these platforms and the tickets can be put on sale for a higher price
which is again a drawback for the buyer.
3. The third issue is that the ticket Reseller hast to spend time to sell the tickets in the above
platform and there is uncertainty if the ticket is going to be sold. There also a chance that
the buyer may con the seller by not paying the money after receiving the ticket.
1.2. Research Questions