Bourne Leisure: Research on Communication's Impact on Customer Service

This research proposal investigates the effects of inadequate communication from management to staff on customer service levels at Bourne Leisure, a UK-based travel company. The study aims to analyze the impact of poor communication on lower-level staff and customer service quality. The research objectives include understanding the impact of poor communication on both staff and customer service, as well as its influence on overall organizational growth. The methodology employs both primary and secondary research, including surveys, questionnaires, and interviews to gather data. The report includes a literature review, research timetable, data analysis plan, and references. The research is designed to assess the current state of communication and its effects on customer satisfaction, providing recommendations for improvement.

Research proposal
“Poor communication from management to staff has resulted in poor levels of customer service at
Company Bourne Leisure”

Table of Contents
Introduction....................................................................................................................................................3
Research Aims...........................................................................................................................................3
Research Objectives...................................................................................................................................3
Research Questions....................................................................................................................................3
Literature Review...........................................................................................................................................4
Methodology..................................................................................................................................................4
Research Approach....................................................................................................................................4
Data Collection..........................................................................................................................................5
Data Analysis.............................................................................................................................................5
Research Timetable........................................................................................................................................6
References......................................................................................................................................................6
Appendix........................................................................................................................................................7

Introduction
In this present paper, we will try to analyze the impact of poor level of communication at the
management level to the lower level staff which impact on the customer services quality. This
paper will also discuss the methodology that will adopt to conduct the research. The Bourne
Leisure is holding limited company's travel sector, Bourne Holdings ltd. It is selected for
analyzing the impact of poor communication of management level with the staff impact on the
degree of customer service (Bitner, 1990).It is a private company which is situated in the United
Kingdom. The company is operates 13 hotels across the United Kingdom.
Research Aims
The aim of a study is to analyze the impact of poor level of communication at the management
level to the lower level staff which impact on the customer services quality.
Research Objectives
Mentioned below are the objectives of the research papers:
- To understand the impact of poor level of communication on management land lower
level
- To understand the impact of poor level of communication on customer service
- To understand the impact of poor communication on overall growth of an organization
Research Questions
Mentioned below are the research questions for the research topic which is being discussed:

- What is the impact of poor level of communication at the management level to the lower
level?
- How the customer’s service affected?
- What is the impact of poor communication on organization growth level?
Literature Review
The UK is having some tours and Travels Company aim of so the level of competition is very
high. The Bourne Holidays ltd is also having a good reputation in the market. They are currently
having 6,000 employees working in an organization and 14,000 employee at the peak time. The
in-depth study of the impact of poor communication at managers and staff on the level of
customer service. It insures better services through providing best holiday destinations to their
customers (Pitt, 1995). It is the privately owned holiday operated in United Kingdom. The vision
of the company includes to offer a place for employees where customers can make new friends
and enjoy the beautiful view of a holiday destination. The first holiday park was destined at
Caister in 1906 (Bourne, 1990).
Methodology
This chapter describes the methods which are used to conduct the research in an organization.
The research is conducted through two modes: Primary research and secondary research.
Primary research is defined as the research which is done directly by the investigator. The
research is conducted through surveys, questionnaire, and interviews with an individual or small
groups. It is mainly conducted for knowing the response of customers, to understand the taste
and preference, feedback for the product.

Secondary research is also known as the existing research. The search which is already taken
place and research reports, journals are available on that research. It helps in analyzing and
making recommendations by available previous research data collection.
Research Approach
In this research, we are conducting secondary as well as primary research. The primary research
includes interviews and to collect the first-hand information through surveys.
The data is collected through both the methods: secondary research as well as primary research.
The data which is collected from research reports, journals, newspapers, and market surveys of
the company that is secondary research and to analyze the customer’s feedback regarding the
changes in the level of service that is conducted through primary research by filling customer’s
feedback form, surveys.
Both types of data collection is necessary because the data can't be collected from only one
source. In this research study we have to analyze firstly the situation from where the lack of
proper communication takes place and after that, the impact of improper communication on the
customers service will be analyzed through primary research (Sharma, N, 1999).
Data Collection
There are two methods for collecting the data. Primary data and secondary data. Data collection
is this research takes place from both the sources: Secondary data helps to measure the level of
productivity affected by comparing the present report from the previous data, and the primary
data is used to analyze the customer’s feedback.

The Sample design of the study defines the structure of the study, and it includes two elements:
Sample size and unit. The sample size is the total number of units taken, and the sample unit is
the one unit out of total which is taken for the sampling purpose.
Data Analysis
The data which is collected form primary and secondary resources. It is analyzed through SPSS
in which correlation and descriptive statistics techniques are used. Both the techniques are used
to study the impact of poor communication on the level of customer service (Smidts, 2001). The
descriptive statistics shows the snapshot of the company’s performance and correlation tells the
relationship between the level of communication at manager’s level to staff and level of
customer’s service quality.
Research Timetable
The time table of the research work is described in a Gant chart. Please check it in the Appendix.
References
Pitt, L. F., Watson, R. T., & Kavan, C. B. (1995). Service quality: a measure of information systems
effectiveness. MIS Quarterly, 173-187.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable
incidents. The Journal of Marketing, 71-84.
Bourne, N. (1990). 1 Holidays.
Smidts, A., Pruyn, A. T. H., & Van Riel, C. B. (2001). The impact of employee communication and perceived
external prestige on organizational identification. Academy of Management Journal, 44(5), 1051-1062.
Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on
relationship commitment in consumer, professional services. Journal of services marketing, 13(2), 151-170.

Appendix
Task Name Duration Start Finish
Research Project 121 days Thu 14-07-16 Thu 29-12-16
Research Topic
Identification
2 days Thu 14-07-16 Fri 15-07-16
Research Paper
Collection
10 days Mon 18-07-16 Fri 29-07-16
Research Paper
Research
5 days Mon 01-08-16 Fri 05-08-16
Research Aims,
Objective and Questions
Formulation
4 days Mon 08-08-16 Thu 11-08-16
Methodologies Design 5 days Fri 12-08-16 Thu 18-08-16
Data Collection 30 days Fri 19-08-16 Thu 29-09-16
Data Analysis 10 days Fri 30-09-16 Thu 13-10-16
Results and
Discussion
15 days Fri 14-10-16 Thu 03-11-16
Research Paper
Writing
40 days Fri 04-11-16 Thu 29-12-16
Introduction 3 days Fri 04-11-16 Tue 08-11-16
Literature Review 10 days Wed 09-11-16 Tue 22-11-16
Methodology 10 days Wed 23-11-16 Tue 06-12-16

Data Presentation
and Findings
5 days Wed 07-12-16 Tue 13-12-16
Data Analysis 5 days Wed 14-12-16 Tue 20-12-16
Conclusions 5 days Wed 21-12-16 Tue 27-12-16
Reference List 2 days Wed 28-12-16 Thu 29-12-16