Research Project: Evaluating the Impact of ICT on TUI's Customer Base

This research project investigates the impact of Information and Communication Technologies (ICT) and social media platforms on the customer satisfaction and experience of Tourism Union International Group (TUI). The report begins with a detailed discussion of research methodology, including qualitative research methods, interpretivism research philosophy, inductive research design, and the use of questionnaires for data collection. The study employs summative evaluation techniques to analyze data from 20 TUI employees, exploring themes such as employee familiarity with social media, the impact of ICT on communication, the influence of social media on customer base, and the role of ICT in enhancing customer satisfaction. The analysis includes frequency distributions and interpretations of the survey results, highlighting the positive effects of ICT and social media on TUI's customer relations and overall business performance. The report concludes with recommendations for further consideration, emphasizing the importance of adapting to technological advancements within the tourism industry.

RESEARCH PROJECT

Table of Contents
TASK 2............................................................................................................................................1
Research methodology................................................................................................................1
TASK 3............................................................................................................................................3
3.1 Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why...........................................................3
3.2 Interpret and analyse the results in terms of the original research........................................6
3.3 Make recommendations and justify areas for further consideration...................................19
RECOMMENDATION.................................................................................................................19
TASK 4..........................................................................................................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................23

TASK 2
Research methodology
RM is research approach it is the systematic plan for conducting investigation, research
methodology is divided into two variety quantitative and qualitative. In simple words, it is the
procedure of collecting data and information for purpose of making research project. It is the best
way to systematically gather information with research project based on chosen topic. RM define
ways in which data is collected in investigation report which is beneficial for researcher. It is the
section that describe activity to be taken to accomplish research effectively. Research
methodology along with different techniques help researcher to gather appropriate findings and
provide better outcomes. In research project, researcher will discuss methods used to do research
within research methodology. It includes sampling, research methods, design, philosophy, data
collection and analysis. It might be including interviews, research techniques, surveys,
publication research and other methods which is essential.
Research methods-
It is the strategies, techniques and procedure utilized in collection of information for
analysis in order to discover new data or create better understanding of chosen topic. This
method is used to bring the best results in research project effectively along with quantitative and
qualitative methods. Researcher will choose the appropriate research method based on selected
topic, quantitative research methods focuses on investigating data and gathering specific research
using mathematical and other data. On the other side qualitative research method is conducted
thorough several techniques which is useful for better results and findings. Researcher in this
research project chose qualitative RM along with questionnaire in order to collect relevant data
based on topic. With the help of this method they can be able to understand in depth more
knowledge and achieve goals. It allows researcher to explore topic or subject in detail at time and
collect qualitative data from exchanges in research.
Research philosophy-
It deals with nature, development and source of knowledge, its belief about procedure in
which information about research project should be used, analysed and gathered. It is one of the
most effective procedure to analyse data and focuses on in depth determinant. Positivism and
interpretivism are the two types of research philosophy which has been chosen by investigator
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for better results. In this investigation research will chose interpretivism research philosophy
which is effective and beneficial for entire project and provide appropriate findings. It integrates
human interest into report and emphasize quantitative analysis over qualitative analysis. It is
opposing positivism, interpretivism research philosophy include human efforts, knowledge and
ideas conducting research to reduce gaps and reach in details information. This method is based
on naturalistic way of information gathering such as observation and interviews.
Research design-
Research design is the best tool to measure and answer investigation question for
particular evaluation and analysis on chosen topic. It helps further methods into inductive and
deductive research design. Research design is divided into inductive and deductive RD, it has
been selected based on subject and used by researcher in effective manner. In this project
researcher will chose inductive research design in order to answer appropriately for each of the
questions and determine risks and challenges within this research project.
Data collection-
Data collection is one of the most essential part within investigation which help to gather
more relevant information of subject and helps researcher to interpreted within manageable way.
Data collection is the procedure of gathering information from all suitable sources to find
appropriate answer to investigation questions, test hypothesis and measure results. This method
is divided into two stages: primary and secondary methods of data collection. Primary data
collection techniques are divided into two categories such as qualitative and quantitative. It is
different way and effective source where information is gathered for first time. Investigator
conduct research and collect information via using correct methods such as interview,
observation and other. On the other hand, secondary data collection in the information that
already published on some magazine, newspaper etc. in this research researcher will used both
primary and secondary data collection which is beneficial and useful.
Sampling-
Sampling refers to individual and group of peoples that has been selected from large
number of populations and essential for getting the appropriate results. Sampling is categories
into non probability and probability sampling, it includes stratified sampling, simple random,
multistage and systematic sampling. Research will used probability sampling in which simple
random is the best way to conduct research. Simple random sampling is most straight forward
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and purest probability sampling plan. It is one of the most famous methods for selecting the
sample among wider population. Researcher will choose 20 consumers of company to evaluate,
examine and analyse clients experience and reach knowledge about topic.
Data analysis-
Research methodology of project include discussion about methods of data analysis
which is essential for reader to know more about accuracy of information. In this part it has been
described in brief manner how data is going to analyse along with secondary and primary data
collection method. Data analyses is also divided into two categories, qualitative and quantitative
data analysis. Researcher will choose qualitative research techniques where thematic analyses is
primary and used to gain knowledge in depth.
TASK 3
3.1 Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why
Summative evaluation
Research evaluation is the process of interoperating the data in the right way to find out
the outcome of the report. There are two technique of the research evaluation formative or
summative. Formative technique is the technique in which evaluation is done during the program
is performing. Summative evaluation is the technique to evaluate the data with the motive of
taking the outcome first in the mind. This report has used the Summative evaluation as it
evaluate the data on the basis of predetermine standard which was set by the organization itself.
Name: Date:
Gender:
Age:
Post
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Q:1. Are you familiar with various social media plat forms used in travel and tourism industry?
 Yes
 No
 May be.
Q:2. Do you agree that ICT has improved the communication process with customers?
Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:3. Has social media platforms increase company's customer base?
 Yes
 No
 May be.
Q:4. Do you agree that TUI's information and communication technologies has increased
customer's level of satisfaction?
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:5. Do you agree that social media platforms has helped the company in improving customer's
experience?
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:6. Has ICT improved company's communication system with national and international
customers?
 Yes
 No
 May be.
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Q:7. Do you agree that social media platforms and ICT has increased company's customer
retention rate?
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:8. Do you agree that company is facing challenges due to advancement in technologies?
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:9. Do you think that development in ICT is an opportunity for the TUI?
 Yes
 No
 May be.
Q:10. Has ICT helped the organisation in meeting the needs of customers effectively?
 Yes
 No
 May be.
Q:11. Do you agree that social media and ICT has improved TUI customer relationship
management process?
 Agree
 Neutral
 Disagree
 Strongly Disagree.
Q:12. Do you think that ICT and social media platform have increased the profits for the
company?
 Yes
 No
 May be.
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3.2 Interpret and analyse the results in terms of the original research
Theme 1- Employees are familiar with various social media platforms used.
Q:1. Are you familiar with various social media platforms used in
travel and tourism industry?
Frequency
Yes 18
No 0
May be. 2
Total 20
Yes No May be.
0
2
4
6
8
10
12
14
16
18
Frequency
Interpretation: A researcher conducted research on Tourism Union International Group (TUI)
and chose 20 employees as participants in order to examine the impact of social media platform s
and ICT on customer satisfaction. It can be analysed from the above table that 18 respondents
have replied that they are familiar with social media platforms used in travel and tourism
industry. The reason behind this that at present most travel and tourism companies make use of
social media platforms to track and communicate with customers. From 20 participants no one
has replied with NO, as everyone is familiar with social media platforms. Out of 20 participants
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only 2 respondents have replied that they are not sure from the fact. So, it can be interpreted that
employees of TUI are familiar with the social media platforms used.
Theme 2-ICT improved communication process.
Q:2. Do you agree that ICT has improved the communication process
with customers?
Frequency
Strongly Agree 11
Agree 4
Neutral 2
Disagree 2
Strongly Disagree 1
Total 20
Strongly Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
0 2 4 6 8 10 12
Frequency
Interpretation: Researcher conducted research in order to achieve the aim and for this
researcher developed a questionnaire which was made to by 20 participants which were the
employees of the TUI Group. From the above table it can be summarised that out of 20 chosen
respondents 11 participants strongly agree that company's ICT have improved the
communication process of the company with their customer. As, they think that ICT has allowed
the company to make frequent interactions with customers so, this is the reason behind
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improvement in communication process. 4 participants have agreed with the fact as they believe
ICT have improved their communication process which is due to the fact the ICT allowed the
company store large amount of data which can be used by the company to communicate at any
time with customers. Out of 20 participants. 2 have strongly disagreed, the reason behind this is
that ICT has brought challenges within the communication process as it is complex to handle to
interact with customer. Only one respondent has strongly disagreed and 1 is neutral with the fact.
So, it can be said that ICT has improved company's communication process.
Theme 3-Social media improved customer base.
Q:3. Has social media platforms increase company's customer base? Frequency
Yes 14
No 4
May be. 2
Total 20
Yes
No
May be.
Interpretation: From the above table it can be interpreted that out of 20 chosen respondents 14
participants have replied that social media platforms has helped the organisation in improving
their customer base. The reason behind it is that most of the people across the world use various
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social media apps so, it is very broad platform in order to interact with customer and attract them
towards the company's products and services. Also, most of the people spend their free time
online which provides the company to attract them towards the company's services. Out of 20
participants 4 have replied NO, as they believe that most of the people use social media for fun
and are various fake accounts which does not increase the customer base of the company. 2
participants are not sure from the fact, so it can be concluded that as per the majority that social
media platforms have increased the customer base of the company.
Theme 4-ICT improved customer satisfaction.
Q:4. Do you agree that TUI's information and communication
technologies has increased customer's level of satisfaction?
Frequency
Strongly Agree 6
Agree 8
Neutral 2
Disagree 2
Strongly Disagree 2
Total 20
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Strongly Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
0 1 2 3 4 5 6 7 8
Frequency
Interpretation: It can be analysed from the above table that out of 20 chosen participants, 8
have agreed that TUI's ICT helped the company to improve their customers level of satisfaction.
The reason behind this is that company can easily communicate and record the customer data
which help the company to improve their experience. 6 participants strongly agreed with the fact,
as they believe that ICT has allowed the company to improve their offering like products and
services which has helped the company in increasing the customer satisfaction. Out of 20
participants, 2 have strongly disagreed with the fact and 2 disagreed the fact, the reason behind it
is that ICT has also increased the number of customers grievances as sometime it takes lots of
time to address the customer requirements. So, as per the majority of replies it can be interpreted
that ICT has helped the company to improve their customer satisfaction to higher levels.
Theme 5-Social media platforms improved customer experience.
Q:5. Do you agree that social media platforms has helped the company
in improving customer's experience?
Frequency
Strongly Agree 12
Agree 4
Neutral 2
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