Customer Satisfaction Research Project

This research project explores customer satisfaction in the travel and tourism sector, focusing on Thomas Cook. It analyzes the impact of marketing operations on customer satisfaction, the relationship between marketing functions and customer satisfaction, and provides recommendations for improving customer satisfaction.

Travel and Tourism
Sector

Table of Contents
TASK 1............................................................................................................................................1
Background of study ..................................................................................................................1
Aims and Objectives ..................................................................................................................1
Rationale of study.......................................................................................................................2
Significance of study ..................................................................................................................2
Scope of study ............................................................................................................................2
Timelines ....................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Research Methodology ...................................................................................................................6
TASK 2............................................................................................................................................8
TASK 3..........................................................................................................................................11
Data Analysis & Findings.........................................................................................................11
Conclusion & Recommendation...............................................................................................24
TASK 4..........................................................................................................................................24
CONCLUSION .............................................................................................................................24
REFERENCES .............................................................................................................................25

TITLE: Consumer satisfaction in travel and tourism sector.
INTRODUCTION
Consumer satisfaction is very essential for each and every company for increase sales and
profits of business. It is observed as number of consumers or percentage of total consumers
whose reported experience with company, its goods and services exceeds specified satisfaction
goods. Therefore, company needs to follow techniques and methods for increasing the consumer
satisfaction within the company towards the goods and services.
TASK 1
Background of study
Consumer satisfaction is the term often utilised in marketing. It is the activity of supplied
of goods and services by firm to meet or exceed consumers expectation. It is determined as
number of consumers or percentage of total consumers whose reported experience with
company, its goods and services exceeds specified satisfaction goods (Pradeepa and Priyanga,
2019). Consumer satisfaction indicates the fulfilment which consumers derive from doing
business with company. Therefore, company needs to do marketing of their business, goods and
services within marketplace for proving the consumer satisfaction. This can help to develop
brand image and identity within industry in which they operates. This reserach is based on
Thomas Cook which is the largest travel and tourism company. It provides the best quality travel
and tour services across the worldwide.
Aims and Objectives
Aims:
“To determine the effects of marketing operations on consumer satisfaction-A study on
Thomas Cook.”
Objectives:
 To examine the concept of marketing and consumer satisfaction.
 To analysis the role of marketing in relation to consumer satisfaction in Thomas Cook.
 To determine the relationship between marketing functions and consumer satisfaction in
Thomas Cook.
1

 To recommend the ways of improving the consumers satisfaction adopted by Thomas
Cook.
Research question:
 What are concept of marketing and consumer satisfaction?
 What are role of marketing in relation of consumer satisfaction in Thomas Cook?
 What are relationship between marketing functions and consumer satisfaction in Thomas
Cook?
 What are ways of improving the consumers satisfaction adopted by Thomas Cook?
Rationale of study
The reason of selecting topic which is related to consumers satisfaction and marketing
operations because researcher can collect the adequate and large amount of information related
to topic. The reason of selecting the consumer satisfaction of the research for analysing the
relationship between consumer satisfaction and marketing in travel and tourism sector (So and et.
al., 2016). This topic is linked researcher's field, so that, they will effectively and clearly
analysing that ways of increasing consumer satisfaction in the company.
Significance of study
Consumer satisfaction is very essential for enhancing the brand image and reputation of
company in the industry in which they operates. For that, company do the effective marketing of
products and services as well as their business in the marketplace. Therefore, research will
identify the role and importance of marketing for improving the consumer satisfaction within the
travel and tourism sector (De Nisco, Papadopoulos and Elliot, 2017). Consumer satisfaction is
broad aspect which is very beneficial for every industry. For that, company try to effectively
market services or goods in front of consumer which help to increase their satisfaction and
expectation towards the company.
Scope of study
Scope refers to ways far the area of research has explored and parameters in with the
research will be operated in. The kind of information to be involved in the scope of research
project will involve facts and concepts about the topic of project. Project scope is the portion of
project planning which involves defining and representing list of specific goals, deliverable,
2

activities, costs and deadlines (Kumar, 2019). It is very necessary to determine all the aspects for
completing the project or research as per the time lines. Researcher will ensure that research will
be completed on given deadline. Researcher will ensure that research will be completed on given
deadline and identifying the consumer satisfaction within the company.
Timelines
Task
Mode Task Name Duration Start Finish Predece
ssors
Auto
Scheduled Identification of market 8 days Mon 03-12-
18
Wed 12-12-
18
Auto
Scheduled Selection of market 9 days Thu 13-12-18 Tue 25-12-18 1
Auto
Scheduled conducting market research 9 days Wed 26-12-
18
Mon 07-01-
19 2,1
Auto
Scheduled
formulating of goals and
objectives 7 days Wed 26-12-
18 Thu 03-01-19 2
Auto
Scheduled
identification of audience in new
market 4 days Tue 08-01-19 Fri 11-01-19 3,4
Auto
Scheduled creating marketing plan 6 days Tue 08-01-19 Tue 15-01-19 3
Auto
Scheduled implementing of marketing plan 10 days Wed 16-01-
19 Tue 29-01-19 5,6
Auto
Scheduled testing of product 8 days Wed 30-01-
19 Fri 08-02-19 7
Auto
Scheduled
final launch of product in
market 5 days Mon 11-02-
19 Fri 15-02-19 8
3

4

LITERATURE REVIEW
Theme : 1 To examine the concept of marketing and consumer satisfaction
According to Kotler (2017), marketing is concerned as an art and science of creating,
exploring and delivering value with the objective of satisfying the needs of target market for
earning profit. It also helps in identification of needs and wants of the target market which
remain unfulfilled (Customer Satisfaction, 2019). Apart from that, it also helps in measuring and
quantifying the size of the target market and the potential of profit. Moreover, it also highlights
that segment of the company which has the capability to serve the best along with promoting and
designing the products and services of a company.
As per the opinion of Hill and Brierley (2017), customer satisfaction may be defined as
the degree to which customers remain satisfied with the use of products and services of the
brand. If the company is able to meet the expectations of the consumer then it would be able to
keep its customers satisfied. Higher the satisfaction of customers, higher would be the sales and
profitability of the company.
Theme : 2 To analyse the role of marketing in relation to consumer satisfaction Thomas
Cook
According to Vellas (2016), marketing plays a vital role in travel and tourism industry as
it helps in reaching the large number of customers and then developing the positive perception in
the mind of customers with regards to the company. Marketing is highly important in promotion
of the company as well as its vision and mission.
While on the other hand, as per the opinion of Wilson (2018), marketing plays a very
important role in retaining the customers for a long period of time. Hence, the need to retain the
customers has created the need for Thomas Cook to carry out efficient market because there is
high competition in the travel and tourism industry and if the company fails to carry out efficient
marketing then it won't be able to retain its customers for a long period.
Theme: 3 To determine the relationship between marketing functions and consumer
satisfaction in Thomas Cook
According to Harmeling (2017), one of the important function of marketing is providing
efficient services to customers. Thus, Thomas Cook make emphasis on providing efficient
5

services to customers for the purpose of enhancing customer satisfaction and this in turn helps
the company in gaining competitive advantage over the rivalry firms.
But as per the opinion of Hassan (2015), distribution and sales is an important marketing
function and Thomas Cook make lot of efforts in development of efficient distribution and sales
system and this in turn has helped in enhancing the customer satisfaction, which has lead to
retention of customers for a longer period of time.
Theme: 4 To recommend the ways of improving the consumers satisfaction adopted by
Thomas Cook.
As per the opinion of Kobayashi (2018), customers are the king of every organisation and
thus it is very important to lay emphasis on improving customer satisfaction in order to achieve
the objectives of the company efficiently and effectively. In order to run the business smoothly
of Thomas Cook, it is very important for them to take timely feedback from customers by asking
them regarding their expectations and experience and this in turn will help in enhancing the
customer satisfaction.
But according to Mitra (2016), Thomas cook can improve the satisfaction of its
customers by addressing all the negative comments against the company in an efficient manner
and this in turn will also help the company in building and enhancing its brand image.
6

Research Methodology
Research method is organized plan for organizing the study. The procedure utilised to
gather info or data for the achieving the purpose and creating decisions of business. The
methodology can involve interviews, surveys and other study methods and can both present as
well as historical info (Silverman, ed., 2016). Methodology is research strategy which outline the
mode in which study is to be undertaken and determines the methods to be utilised in it. This will
help to accomplish aims and objectives of research.
Research Design
Research design is the program to reply research question. There are mainly two research
design such as qualitative and quantitative research design. It is management of situations or
collection. The design of research determines type of study like descriptive, correlation,
exploratory, experimental research design (Flick, 2015). In this study, investigator will utilise
descriptive research design because this kind of design involve in qualitative which is described
by theory, observation and surveys. This will help to attain the result of research. This will help
to accomplish aims and objectives of study.
Research Philosophy
Research philosophy is a wider subject. It deals with source, nature and encouragement
of knowledge. It is belief about the modes in which info about event can be gathered, evaluated
and utilised. There are main four philosophies like pragmatism, positivism, realism and
Interpretivism (Quinlan and et.al., 2019). In this study, researcher will utilise interpretivism
research philosophy because there are small sample and in-depth investigation which will help to
attain the result. This will be helped to accomplish aims and objectives of study.
Research Approach
Research approach is procedure and plan which consists of the stage of board
assumptions to elaborated method for gathering the data, analysis and interpretation. There are
mainly three research approaches like deduction, induction and abduction. Inductive approach
contributes to the growth of new concepts and generic (Fletcher, 2017). In this study, researcher
will utilise inductive research approach because it begin with research question, aims and
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objectives which need to be accomplished during the research procedure. This will aid to attain
the outcome of study. This will be helped to accomplish aims and objectives of study.
Sampling
Sampling refers the procedure of choosing part of populations. A population is unit of
people which is studied in the investigation. This makes research action manageable and
favourable for the study. The sample can be symbolic of the population to ensure which they can
generalise the collection from the study sample to populations as as whole. There are two types
of sampling like probability and non-probability (King and Mackey, 2016). Researcher will
utilise the random sampling because members of the sample are chosen randomly and strictly by
chance. The sample size is the 20 consumers by which investigator collect the data or info. This
will help to accomplish aims and objectives of study.
Data Collection
Data collection is procedure of gathering info from all the relevant sources to discover
answers to study populations, test the hypotheses and evaluate the result. Data gathering methods
divided into two types such as primary and secondary. Primary data collection can be separated
into two groups like qualitative and quantitative. In this study, investigator will be utilised the
primary data collection for achieving the aims and objectives of research (Goldberg and et. al.,
2017). In this context, researcher will utilise questionnaire for collecting the data for achieving
the aims and objectives of research. This will help to accomplish aims and objectives of study.
Data Analysis
Data analysis is the procedure of consistently implement applied mathematics and
logical tools to describe, instance, recap and evaluate the data. In this research, investigator will
be utilised thematic analysis for attaining the result of research (Jennings and et.al., 2018). In this
study, researcher will be created the themes on the basis of literature review for attaining the
result. This will be helped to accomplish aims and objectives of study.
Ethical Consideration
Ethical consideration can be determined as one of the most essential of the study. There
are many principles related to ethical consideration in research project such as:
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 It will be ensured that protecting the privacy of data which are collected by the
respondents.
 Also, it will be assured that adequate level of confidentiality of info which will be utilised
in the research.
 Any kind of communication will be done with honesty and transparency in relation to the
research (Pradeepa and Priyanga, 2019).
 Any kind of misleading info and content of primary information findings in biased mode
can be avoided.
 It will avoid any misrepresentation or image about the aims and objectives of study.
 It will prioritise in relation to respect for the dignity of study respondents.
Limitation
It is for sure that study will have some limitations and it is normal. Still, it is critically
essential to be effort to reduce the range of scope throughout the procedure of research. Also,
researcher need to give recognition of study limitation in conclusion chapter honestly. There are
many limitations while conducting the research. Such as:
 There are high level wider in relation to formulate aims and objectives.
 It is also difficult to implement the data collection method within the research (So and et.
al., 2016).
 There are small size samples still researchers has been collected the data and info for
completing the study.
TASK 2
Questionnaire
Name :
Occupation :
1. How much you attract with the services of Thomas Cook ?
 Highly
 Moderate
9

 Other
2. Which of the following method can be used while booking from Thomas Cook ?
 In person
 Website
 By Mobile Phones
 Trip by agent
 Others
3. How much you rate sales team of Thomas Cook ?
 Excellent
 Good
 Fair
 Poor
4. How likely is it that you would recommend Thomas Cook to your friends or relatives ?
 Highly
 Moderate
 other
5. Are you satisfied with the marketing activities used by Thomas Cook ?
 Satisfied
 Not Satisfied
 Neither satisfied nor dissatisfied.
6. How well Thomas Cook accomplish your expectation and needs ?
 Satisfactory
 Not Satisfactory
 Neutral
7. From which of the marketing tool you get highly attracted of Thomas Cook ?
 Website Content
 Television Ads
 Mouth of words.
8. Do you think tour packages of Thomas Cook is Cost effective ?
 Yes
 Probably
10

 Probably Not
 Not sure
9. Why did you select Thomas Cook over the other travel agents ?
 By recommendation
 Marketing activities/Advertising
 Last experiences
 Other
10. How much do you rate Thomas Cook in customer service ?
 1
 2
 3
 4
 5
11. Did you take advantage of company 24 hour services ?
 Yes
 No
12. How would you rate itinerary that provided by the Thomas Cook ?
 Excellent
 Good
 Poor
 Fair
13. Do you get enough information about the tour packages given by Thomas cook?
 Yes
 No
 Don't know
14. Do you have any other comments, questions or concerns regarding Thomas Cook ?
15. Would you recommend any other marketing channel that company could improve or adopt
for better customer satisfaction ?
11

TASK 3
Data Analysis & Findings.
Theme 1: Attract with the services of Thomas Cook
1. How much you attract with the services of Thomas Cook ? Frequency
Highly 10
Moderate 7
other 3
Interpretation: As per the above interpretation it has been seen that, customers are
highly satisfied with the company performance in terms of customer handling. In other words,
employees of Thomas cook are highly qualified and well behaved to deal with clients. As per the
survey, 8 number of respondents said that they were highly satisfied with the customer services.
Besides, 7 number of customers are moderately recommended that they felt Thomas Cook is the
best company who understand what actually travellers want. As per the only 3 customers said
that they fairly like the services of the company because of the unprofessional behaviour. Only, 3
were the persons who believes that Thomas Cook presenting the poor services because of low
effective management and lack of support from the company.
Theme 2: Method used while booking from Thomas Cook
12
Highly
Moderate
Others
0 1 2 3 4 5 6 7 8 9 10
10
7
3
Column B

2. Which of the following method you used while booking from Thomas
Cook ? Frequency
In person 4
Website 5
By Mobile Phones 2
Trip by agent 8
Others 1
Interpretation: It has been found out by the researcher, what tools can adopted by the customers
in order to book the tour package. As per the 4 respondents were said that they take helps from
persons to get knowledge and know that how to get the best tour plans. As per the 20
respondents, 5 of them preferred to use website because they can easily gather the rich content
and information regarding the all tour packages. So it will be easy for them to take purchasing
decision process. On the same side, as per the 2 respondents were likely to take help from mobile
phones because it is easy to access anytime anywhere. The Highest number of respondents were
suggested that they take help from tour agent in order to get the best price tour because travel
agent already knew each and everything. Only one customer said that they took other ways to
take the decision making approach.
Theme 3: Rate sales team of Thomas Cook
3. How much you rate sales team of Thomas Cook ? Frequency
13
4
5 2
8
1
In person
Website
By Mobile Phones
Trip by agent
Others

Excellent 10
Good 5
Fair 3
Poor 2
Interpretation: It has been observed by the researcher that customers are highly satisfied
with the marketing services of the company because they get good experienced by the company
services. As per this survey interpretation, 10 number of respondents were thought that sales
team of Thomas Cook is excellent or brilliant because it is the most leading travel and tourism
company in UK. Besides, 5 number of customers rate that company is good because they
offering most attractive services and support to throughout the tour. 3 number of respondents
were give fair rate and said that, its price is so high because of that some people are not get the
opportunity for travelling. Rest of the two customers would suggest that Thomas cook sales team
is poor in terms of resolving the customer issue. Overall, it has been concluded that maximum
number of customers are happy with the sales team of the company because Thomas Cook often
creating marketing campaign and promotional activities to attract buyers attention.
Theme 4: Recommend Thomas Cook to friends or relatives
4. How likely is it that you would recommend Thomas Cook to your friends Frequency
14
Excellent
Good
Fair
Poor
0 1 2 3 4 5 6 7 8 9 10
10
5
3
2
Column B

or relatives ?
Highly 10
Moderate 5
None 5
Interpretation: As per the above table and interpretation process it has been found out
that, how likely customer would recommend the company to their friends or family. So the 10
customers highly suggesting Thomas Cook to their family friends. Besides, 5 number of
respondents said that they moderately refer company to their family friends. Besides, rest of the
five respondents were thought none of them they prefer company. So it has been found out that,
maximum number of respondents happy with the company services and they are happy to share
good experiences with others as well.
Theme 5: Marketing activities that used by the Thomas Cook
5. Are you satisfied with the marketing activities that used by the Thomas
Cook ? Frequency
Very satisfied 9
Not Satisfied 6
Neither satisfied nor dissatisfied. 5
15
4
5 2
8
1
In person
Website
By Mobile Phones
Trip by agent
Others

Interpretation: As per the above table and graph it has been concluded from this
interpretation that how much respondent are satisfied with the marketing activities of Thomas
Cook. So that, as per the collected survey of respondents, according to 9 customers they are very
satisfied and happy with the company marketing campaign. Besides, as per the six clients they
are not satisfied with the marketing activities because they majorly promoted the services on
social media sites or company websites due to which some people are not get the enough data
and required data. Only 5 respondent said that they are neither satisfied nor dissatisfied because
these respondents are very much familiar with the company services.
Theme 6: Thomas Cook accomplish expectation and needs
6. How well Thomas Cook accomplish your expectation and needs ? Frequency
Extremely well 10
Not so well-being 5
Not at all well. 5
16
9
6
5
Very satisfied
Not Satisfied
Neither satisfied nor
dissatisfied.

Interpretation: As per the above respondents it has been concluded that at what range
company satisfied the all needs of the travellers. So as per the all 20 respondents, it has been
observed that 10 number of buyers are fully satisfied with tour packaging of the company
including transportation, travelling, accommodation and food & beverages. On the same side, 5
of them were not so well being satisfied with the company services because of limited places of
tour and due to involving the huge risk. Rest of the five respondent are not satisfied at all
because they are not getting good services and support by the company.
Theme 7: Marketing tool you get highly attracted of Thomas Cook
7. From which of the marketing tool you get highly attracted of Thomas
Cook ? Frequency
Website Content 11
Television Ads 3
Mouth of words. 6
17
Extremely well
Not so well-being
Not at all well.
0 1 2 3 4 5 6 7 8 9 10
10
5
5
Column B

Interpretation: As per the above interpretation process it has been observed by the
researcher that, what are the tools highly used by the customer in order to search for the
company. So it has been observed that 11 number of respondents search for the company through
websites. According to them website is the best place where they get all the information along
with several benefits and goals. It helps to meet out the best developing results. As per the 6
people mouth of words are the best tool to measure the company information and leading the
best result and goals. It has been clear out that number of clients prefer website content in order
to collect the information into the best possible manner.
Theme 8: Tour packages from Thomas Cook is cost effective or not
8. Do you think tour packages of Thomas Cook is Cost effective ? Frequency
Yes 8
Probably 5
Probably Not 3
Not sure 4
18
Website Content
Television Ads
Mouth of words.
0 2 4 6 8 10 12
Column B

Interpretation: As per the above table or graph it has been found out that, how many people
interested to buy the plan into more advanced manner. According to 8 people they would
definitely buy a tour package again with Thomas Cook because of the best price tour packages
that company provides to the travellers. Besides, as per the 5 people they would have been
suggested that they probably come and take new tour packages from the company because they
think other companies would better provides the services at fewer prices comparative to Thomas
Cook. As per the three respondent they got the worst experienced with the company tour
packaging due to which they not interested to get new one. Rest of the people were not sure
weather they prefer or not.
Theme 9: Select Thomas Cook over the other travel agents
9. Why did you select Thomas Cook over the other travel agents ? Frequency
By recommendation 2
Marketing activities/Advertising 9
Last experiences 5
Other 6
19
8
5
3
4
Yes
Probably
Probably Not
Not sure

Interpretation: As per this interpretation and learning process, it has been found out that
what factor and sources influenced people to buy a service from the Thomas Cook. So as per the
two respondents they suggested they get influenced by the recommendation and good reviews by
other people. As per the 9 people they said, company marketing promotional activity influence
them to buy a tour package of Thomas Cook. Besides that, 5 respondent were said that they
influenced to get services on the basis of last experiences and rest of the 6 people were said some
other options such as advertising, TV ads, Magazines etc.
Theme 10: Rate Thomas Cook in customer service
10. How much do you rate Thomas Cook in customer service ? Frequency
1 2
2 2
3 3
4 6
5 7
20
By recommendation
Marketing activities/Advertising
Last experiences
Other
0
1
2
3
4
5
6
7
8
9
2
9
5
6
Frequency

Interpretation: As per the above recommendation process it has been analysed that how
much customer rate Thomas Cook in customer services. So that, As per the 2 people company
rated one because they think bad experience in their tour. As per the other two respondents they
rated company by two stars because Company fails to solve their problems. As per the three
respondent they have given 3 rating to the company for fair packages. 6 people were give 4
rating for company good arrangement and itinerary. Besides, the highest number of people
means 7 number of people give 5 rating for company quality services and support they give to
their potential customers.
Theme 11: Take advantage of company 24 hour services
11. Did you take advantage of company 24 hour services ? Frequency
Yes 13
No 2
21
1 2 3 4 5
0
1
2
3
4
5
6
7
Column A
Column B

Interpretation: As per this interpretation process it has been evaluated that, how much customer
adopt the benefit of 24 hour services of the company. So it has been observed that largely people
take this opportunity to connected with the company at some critical situation during the tour. 13
respondents said yes they were always connected with the trip advisor to consult. On the other
side, 2 number of respondents were suggesting. Now that they are not getting benefit from this
survey. So overall, people adopt this customer services in order to resolve the customer query or
results.
Theme 12: Rate itinerary that provided by the Thomas Cook
12. How would you rate itinerary that provided by the Thomas Cook ? Frequency
Excellent 7
Good 4
Poor 7
Fair 2
22
Yes No
0
2
4
6
8
10
12
14 13
2
Column B
Excellent
Good
Poor
Fair
0
1
2
3
4
5
6
7
7
4
7
2 Column B

Interpretation: As per this above graph and results, it has been found out that, it has
been found out that how many people rate company tour packages and their style of preparing
the whole tour plan for the travellers. So that, it has been evaluated that, it has been concluded
that 7 people of them were thought that Thomas Cook preparing the excellent itinerary for the
travellers. On the other side, 4 number respondent were suggesting that Thomas Cook prepare
the good plans for the travellers and well enough to get satisfactory results. It also has been
noticed that, 7 number of people were given poor rating because according to them company
cannot meet the expectations of the buyers. Only to people would have been think that they fairly
satisfied with the services of company they providing to their customers.
Theme 13: Company put efforts on their marketing activities by taking unique action plans
13. Do you get enough information about the tour packages given by
Thomas cook? Frequency
Yes 10
No 3
Don't know 2
Interpretation: As per this interpretation process it has been found out that, how much company
make efforts to enhance the marketing attraction and customer satisfaction. So according to
23
10
3
2
Yes
No
Don't know

them, number of 10 people would have been suggesting that yes company put efforts to make
customer attention and provide all authenticated information regarding tour. Besides, 3 of them
said no they fail to give enough information regarding tour that creates misunderstanding among
them. Rest of the customers think they don't know and they been never judged company in that
manner.
Theme 14: Comments, questions or concerns regarding Thomas Cook
Interpretation: As per this open ended question as per the all 20 respondents it has been
found out that how many people said what in what context. In other words, many of them
suggested new opportunity for the company that they could adopt into their business functions.
Such as some respondents comment on the company prices. So some of them were suggesting
that company should focus on their tour packages that helps them to attract customers into more
enlarging manner.
Theme 15: Marketing channel that company could improve or adopt for better customer
satisfaction
Interpretation: As per this open ended question, respondents would have been
recommended many of the development areas that company could adopt for the further
development process. Such as company can also find out the most enlarging process or goals.
According to the people they recommended new marketing opportunity that company adopts to
get the customer traffic such as SEO tools, digital marketing tools, Email marketing etc.
Conclusion & Recommendation
As per the above research, it has been found out that how marketing activities would have
been impact on the customer satisfaction. On the other side, present study has been based on the
effectiveness of marketing and how it impacts customer satisfaction. Besides, study has been
taking use of qualitative method of data analysis and select 20 respondents to collect the market
survey in order to measure the study outcomes. Moreover, On the basis of market survey it has
been calculated that highly number of respondents gives positive results to the study and measure
the best outcome goals. Overall, customer also recommend others to take the services of Thomas
cook in order to get higher satisfaction. It has been concluded that, marketing is the only factor
that influence people to attract towards the company policies and goals.
Recommendation
24

It has been recommended to the company that attract the customer traffic on the company
websites by using different marketing tools such as Google analytics, Google AdWords, SEO
tools etc. besides that, they also need to organise company marketing campaign and get taking
customer survey in order to check the company performance and image in the current
competitive market. In other words, it develops the best and leading advanced technology to
make the best ideological goals and techniques. Besides that, it also recommended to the
company to focus on the new development areas that company should need to focus in order to
conduct the new marketing plan. Besides, that it also very much necessary to get the goals and
objectives in order to perform the activities and goals.
TASK 4
Covered In PPT
CONCLUSION
As per the above report it presented the importance of marketing and marketing along
with the company offerings and customer service. It has been calculated that, organisation has to
focus on their marketing functions and make sure the customer needs and want by conducting
market survey. Overall, it has been calculated the most effective results and outcomes to perform
the job into more leading manner.
25

REFERENCES
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Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Goldberg, S. B. and et.al., 2017. Is mindfulness research methodology improving over time? A
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Harmeling, C.M. and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
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