EDEXCEL BTEC Research Project: Digital Marketing and Customer Service

This report analyzes the impact of digital marketing on customer service within Thomas Cook. The research investigates the role of digital marketing in improving customer service, including its importance and influence on customer perception. The study uses a questionnaire to gather data on the company's preferred marketing approach, the effectiveness of digital marketing in enhancing customer service, and the impact of digital marketing on target customers. The findings highlight the preference for digital marketing, the positive impact on customer service, and the effectiveness of social media marketing in attracting customers. The conclusion emphasizes the effective use of technological advancements and digital marketing strategies by Thomas Cook to deliver services and attract customers. The report provides insights into the application of various digital marketing methods and their influence on customer engagement and satisfaction. The assignment is a part of EDEXCEL BTEC (HND) Travel and Tourism Management.

TASK 4
RESEARCH
PROJECT

Research Outcomes
 Innovation and development of company within this
current scenario will have its greater impact on level
of customer services by which the companies are
providing.
 As there are many tools of digital media that help
the companies to provide best and maximum
satisfaction to their customers

Aim
To analyse the impact of digital
marketing in improving customer service: A
study on Thomas Cook.
CONTINUED…

CONTINUED…
Objectives
 To investigate the meaning and importance of digital
marketing in Thomas Cook.
 To analyse an increase in competition between high street
travels agents and independent travel agents.
 To examine the impact of digital marketing in improving
customer service in Thomas Cook

CONTINUED…
Research questions
1. What is meant by digital marketing and what is its
importance?
2. What is the impact of digital marketing in improving
customer service in Thomas Cook?

Questionnaire
Name: ____________
Age:______________
Position:____________
Q1. What kind of marketing approach Thomas Cook mostly prefers?
o Traditional mode of marketing
o Digital mode of marketing
Q2. Is digital marketing helps in enhancing customer’s service?
o Yes
o No
o Not Sure
Q3. Is digital marketing affects the perception of Thomas Cook target customers?
o Yes
o No
o Not Sure
Q4. Which type of digital marketing method mostly attracts the customer towards Thomas Cook?
o Social media marketing
o Search Engine Optimization
o Mobile marketing
o Pay per click

CONTINUED…
Theme 1: Digital mode is preferred by Thomas Cook
Particulars Respondents
Traditional mode 10
Digital mode 20

CONTINUED…
Theme 2: Digital marketing is enhancing customers
service
Particulars Respondents
Yes 14
No 8
Not sure 8

CONTINUED…
Theme 3: Digital marketing is impacting Thomas
Cook target customer perception
Particulars Respondents
Yes 15
No 7
Not Sure 8

CONTINUED…
Theme 4: Social media marketing is mostly
attracting customers towards Thomas Cooks
Particulars Respondents
Social media marketing 10
Search engine optimisation 7
Mobile marketing 5
Pay per click 8

CONCLUSION
From the above questionnaire and report, it is
concluded that Thomas Cook is fairly using
technological advancements and digital marketing to
attract customers and provide their services properly.

THANK YOU