The Influence of Technology on Customer Satisfaction at Thomas Cook

This research project investigates the influence of technology on customer satisfaction within the travel and tourism sector, using Thomas Cook as a case study. The project begins by outlining the research specifications, including the background, aims, objectives, research questions, and significance of the study. It then identifies factors contributing to research project selection and undertakes a critical review of key references, focusing on technological trends and their impact on customer satisfaction. The methodology employs a quantitative approach, utilizing surveys and data analysis to assess the impact of technology on customer satisfaction. The study aims to assess the trends of technological aspects, examine their significance, investigate their impact on customer satisfaction, and recommend ways for Thomas Cook to enhance customer satisfaction through technology. The project concludes with the presentation of research outcomes in an agreed format, providing recommendations and justifications based on the findings.

Research Project

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
TASK 1............................................................................................................................................4
1.1. Formulating and recording possible research project outline specifications........................4
Background of the study..............................................................................................................4
Research aims and objectives......................................................................................................4
Research questions.......................................................................................................................5
Significance of the study..............................................................................................................5
Research methodology.................................................................................................................5
1.2. Identifying factors that contribute to the process of research project selection....................6
1.3. Undertaking a critical review of key references...................................................................7
1.4. Producing a research project specification...........................................................................8
1.5. Providing an appropriate plan and procedures for the agreed research specification.........10
TASK 2..........................................................................................................................................12
2.1 Assessing relationship between resources and hypothesis..................................................12
2.2 Questionnaire.......................................................................................................................13
2.3 Recording and collating data...............................................................................................14
TASK 3..........................................................................................................................................19
3.1 Determination of thee appropriate research evaluation technique which is needed to be
examine for appropriate outcomes.............................................................................................19
3.2 Interpretation of outcomes which were being determined and analyzed.............................20
3.3 Recommendation and justification over outcomes..............................................................26
TASK 4..........................................................................................................................................27
4.1 Presenting research outcome to an audience by using an agreed and appropriate format...27
REFERENCES..............................................................................................................................29

Topic: “To ascertain the influence of technology on customer satisfaction in the context of
travel and tourism sector: A study on Thomas Cook”
TASK 1
1.1. Formulating and recording possible research project outline specifications
Research Topic: “To ascertain the influence of technology on customer satisfaction in the
context of travel and tourism sector: A study on Thomas Cook”
Research proposal
Background of the study
In the current times, travel and tourism is on the main sectors of UK which makes
significant contribution in the economic growth and development. Growth of travel and tourism
sector is highly significant that increased continually from the last five years. In UK GDP,
contribution of travel and to tourism sector accounted for 213.8 billion’s GBP (Travel and
tourism in the United Kingdom - Statistics & Facts, 2018). Hence, with an objective to increase
such growth level companies of such sector have started to use technological aspects. Now,
companies are using technological aspects for taking reviews from customers, providing them
with suitable information and quality services. For this report, Thomas Cook has been selected
which provides customers with attractive tour packages or plan. In this, report will present the
extent to which technological aspects or advancements increase the level of customer
satisfaction.
Research aims and objectives
The aim behind carry out present study is to analyze the influence of technology on
customer satisfaction in the context of Thomas Cook.
On the basis of above aim following research objectives has been drafted:
 To assess the trend of technological aspects (social media and virtual strategy) in the
context of travel and tourism sector.
 To examine the significance of technological aspects in T&T industry.

 To investigate the impact of technological advancements on the customer satisfaction of
Thomas Cook.
 To recommend the suitable ways through which Thomas Cook can enhance customer
satisfaction using technological aspects.
Research questions
For conducting study in the best possible way following research questions have been
framed by taking into account aims & objectives of study:
 What are the trend of technological aspects (social media and virtual strategy) in the
context of travel and tourism sector?
 How to examine the significance of technological aspects in T&T industry?
 How to investigate the impact of technological advancements on the customer
satisfaction of Thomas Cook?
 What are the recommendations for the suitable ways through which Thomas Cook can
enhance customer satisfaction using technological aspects?
Significance of the study
Current study and its findings are highly significant from the perspective of other
researchers and companies operating in the travel & tourism sector including Thomas Cook.
Hence, such study will assist other scholars in developing hypothesis for the future study. Along
with this, by taking into account this study Thomas Cook and other firms which are operating in
such would become able to develop competent strategic and policy framework.
Research methodology Research type: For assessing the impact of technological advancement on the satisfaction
of Thomas Cook’s customer quantitative research type will be employed by the scholar.
Hence, by evaluating underlying reasons and opinions solution of the issue will be
presented.

 Research approach and philosophy: In order to address concerned issue deductive
approach and positivism philosophy will be employed by the researcher. Both the
selected tools highly suit to the qualitative research type or investigation.
 Data collection: To analyze the influence of technological aspects on the satisfaction of
Thomas Cook’s customer’s data will be gathered from both primary and secondary
sources. Survey will be carried out on the 15 students of UK CBC to evaluate the
concerned issue. Further, books, journals and scholarly articles will also be evaluated
related to the aspects of technological changes or advancements and travel & tourism
sector. Similarly, in relation with analyzing the statistical outcomes there will be
implication of descriptive statistics which will be an effective tool in analyzing
appropriate outcomes
 Sampling: For survey, 15 students of UK CBC will be selected by using purposive
sampling technique. There have been various sampling methods which were to be
implicated by researchers on which researcher have approached towards implicating
convenience sampling technique. In relation with selecting such method is for gathering
the useful information through assessing opinion of respondent as well as solutions
derived from volunteer will be considered here.
 Data analysis: Quantitative evaluation will be done for analyzing and evaluating
qualitative data set. On the basis of this, considering questionnaire several themes will be
prepared. Further, results will be supported from secondary data findings and graphical
presentation.
1.2. Identifying factors that contribute to the process of research project selection
Rationale behind conducting study
There are several factors which contributed in the process of research project selection
related to the influence of technological change on travel & tourism sector. In the recent times,
technological advancements take place in every industry with the very high pace including travel
& tourism sector. Now, with the motive to increase customer base and their satisfaction level,
companies place emphasis on the adoption of advanced technological aspects. In this, through
the means of qualitative investigation research will shed light on the extent to which

technological aspects have an influence on organizational growth and success. Along with this,
reason behind the selection of such topic is the easy availability of both primary and secondary
data set. Further, own interest area is recognized as one of the main aspects which in turn
contributed in the selection of such research topic.
1.3. Undertaking a critical review of key references
Literature review is the process of evaluating scholarly articles, books and journals which
in turn helps in gaining deeper insight about the research issue. Hence, it may be served as an
attempt which in turn assists in meeting objectives from theoretical perspectives. In this,
considering research aims and objectives several themes have been prepared such as:
Theme 1: Technological trend in the context of UK travel & tourism sector
By doing assessment, it has found that travel and tourism is the main sectors which in
turn contribute significantly in GDP and job creation. According to the views of Li and et.al.,
(2017), now technological advancement and its usage in the travel and tourism sector has
increased significantly. In the recent times, travel and tourism related firms lay emphasis on
undertaking virtual reality aspect. On the basis of such technological aspect cabins are shown to
the travelers in advance. This in turn helps in influencing the decision making of travelers to a
great extent. On the critical note, Mahrous and Hassan (2017) stated that creation and
maintenance of virtual reality aspect is highly expensive in nature. In the present era, travel and
tourism sector companies, make focus on using technological aspects to promote products or
services. Hence, trend in relation to placing advertisements on social sites has increased
significantly over the time frame. This is one of the most effectual aspects which in turn provide
information to the customers about tour packages, price and discounting offers. Vanhove (2017)
assessed in their study, travel and tourism related firms use technological aspects for taking
feedbacks from the customers. By uploading images on social sites and sending mails on their
personal id’s business units get information about the views and expectation level of customers.
In their study, Font and McCabe (2017) mentioned that for providing customers with information
regarding destination, ticket confirmation, landing etc companies have started to use or taking
support of technological aspects. Thus, referring all the above depicted aspects it can be
mentioned that tourism firms are using technological aspects for enhancing brand image as well
as customer satisfaction and thereby getting the desired level of outcome or success.

Theme 2: Impact of technological changes on customer satisfaction under travel and tourism
sector
In accordance with the views of Mahrous and Hassan (2017), recent technological
changes which have employed by travel and tourism sector firms have positive impact on
customer satisfaction. Virtual reality strategy enables firm to aware customers regarding the
services offered by it. Such strategy evolves high level of satisfaction among the customers and
thereby impacts their purchasing decision. Page and et.al., (2017) examined that social media
helps company in assessing the extent to which customers are satisfied from their existing
offerings. Thus, such technological means offer opportunity to the business unit to make suitable
changes or modifications in the existing offerings and thereby develop satisfaction among the
customers. However, Dallinger and Magnini(2017) argued that sometimes social media survey
impacts company’s brand image and satisfaction level of both existing as well as potential
customer base. Moreover, sometimes customers give negative review on the images uploaded by
the firm regarding services. Further, Agnihotri and et.al., (2016) entailed in their study that
online communication facility also increases the level of customer satisfaction to a great extent.
On the basis of such communication facility customers get opportunity in relation to sharing their
queries through online means. Hence, quick solution of the problem increases the level of
customer satisfaction and thereby sales as well as profitability aspect.
1.4. Producing a research project specification
For evaluating the impact of technology on customer satisfaction in the context of
Thomas Cook following research tools and techniques have been employed:
Research type: There are mainly two research types which researcher can select for the
purpose of investigation namely qualitative and quantitative. Hence, quantitative type of research
is applied where emphasis is placed on analyzing and evaluating uncovering trends. On the other
side, quantitative investigation proves to be suitable when solution can be determined through
making evaluation of numeric facts and figures (Flick, 2015). In the present study, for analyzing
the impact of technological aspects on customer satisfaction quantitative research type has been
selected by an investigator. On the basis of this, through placing emphasis on quantitative facts
and aspects related to the customer satisfaction concerned issue has been resolved.

Research Philosophy: Research philosophy assist the researcher in developing understanding
over research tittle which aid in determining the further and procedure which needs to be
followed (Mackey and Gass, 2015). There are four types of philosophy but in this project
interpretivism and positivism are used to discuss impact of technology on Thomas Cook. The
positivism philosophy will help researcher to make solution with existing information and data
effectively. The interpretivism philosophy will help to make hypothetical assumptions regarding
impact of technology after collecting all the information through interview and questionnaire
process.
Research Design: The research design used by researcher in order to evaluate impact of
technology on business is Descriptive. The research does not provide accurate evidences but help
to have a better understanding of issues. The research will provide revelation of new to
researcher (Dunlap and et.al., 2016). This will help to explore impact of technology with varying
levels of depth effectively. Descriptive research is used to describe characteristics of a population
or phenomenon being studied.
Research Approach: There are three types of approach available for researcher in order to
determine effectiveness of process. In this research, Deductive approach is used by researcher in
order to evaluate improvement in process of assessing impact of technology on Thomas Cook.
With the help of inductive style the person formulates theories and principles on the basis of
facts which are already available. The research involves patterns from observations and
development of explanations through series of hypothesis effectively (Silverman, 2016). The
researcher is able to determine learning experience of employees based on technology uses.
Sampling: In this research, Simple random Sampling is used by researcher in order to choose a
sample of people from a large group and wide range of purposes (Panneerselvam, 2014). The
sampling is purest and most straight forward probability sampling strategy in which each
member of population is equally chosen as a part of sample to determine impact of technology
on Thomas Cook effectively. The sampling is used because it removes bias from the process of
selection and provide representative samples regarding topic.
Data Collection: It is the main part of questionnaire process which is used by researcher to
collect information and data from employees. Questionnaire are classified in two methods such
as qualitative and quantitative and depends on the nature of questions. In this method, answers

are collected and obtained through closed-ended question with multiple choices in order to
analyse quantitative method effectively. Questions and answers will help researcher to evaluate
impact of technology on Thomas Cook in terms of positive and negative efficiently. Open
questionnaire will help to make research more valuable and original for researcher.
Ethical consideration: Ethical considerations are the most important and crucial part of research.
The researcher should consider activities which can harm emotion of employees while collecting
information. Respect of dignity and full consent should be obtained by researcher in order to
determine impact of technology on business effectively. Privacy protection and adequate level of
confidentiality is necessary and should be ensured by researcher. The questionnaire process
should avoid information which is apart from research topic. The communication process should
be done with honesty and transparency. This will help researcher to collect adequate and
accurate information regarding impact of technology whether it is positive or negative.
Research limitation: It is for sure that there will be some limitations in the process of research. It
is also important to explain impact of limitations on research finding. It can be said that
researcher finds many difficulties while conducting impact of technology on Thomas Cook such
as there is lack of proper existing information and data, some articles and blogs are protected
related to the topic, permission required for accessing business websites and personal
information from management etc. The process is also time consuming that collection of
information regarding topic through the process of questionnaire consumes a lot of time from
both employees and researcher effectively.
1.5. Providing an appropriate plan and procedures for the agreed research specification
Timeline: For conducting study within the suitable time frame gantt chart has been
prepared by the researcher. This in turn renders information about the time within which specific
activity needs to be completed.
Activities /
weeks
1 2 3 4 5 6 7 8 9 1
0
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1
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2
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3
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4
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20
Preparing brief
outline

Developing
research aims
and objectives
Analyzing
secondary data
sources (LR)
Assessing
research tools
and techniques
as per the issue
Conducting
survey for
primary data
collection
Collating and
recording data
in a structured
way
Analyzing
gathered
dataset using
thematic
perception test
technique
Drawing
conclusion as
per the results
and findings

Giving
recommendati
on for future
improvements
Arranging
whole report as
per the
standards
Feedbacks and
doing
Final
completion
TASK 2
2.1 Assessing relationship between resources and hypothesis
Research Resources
Influence of technology on customer
satisfaction
Assessment of books, journals and scholarly
articles based on latest trends of technology
which can help tourism services to improve.
Research objectives For meeting objectives and research aim
survey has been carried out via questionnaire
that includes questions regarding social media
marketing & virtual reality.
Data Analysis Through thematic analysis questions have
been addressed that represents various
information that has been gathered through