Enhancing Customer Satisfaction Through Digital Media: A TUI UK Focus

Desklib provides past papers and solved assignments. This report analyzes TUI's use of digital platforms to enhance customer satisfaction.

Research Proposal
Title – Impact of digital (social media and marketing) platforms to enhance the customer
satisfaction of the TUI group the UK
Contents
Introduction:...............................................................................................................................................1
Research Question or Hypothesis:...........................................................................................................2
Aims and Objectives:...............................................................................................................................2
Rationale.....................................................................................................................................................2
Scope and Importance:................................................................................................................................3
Literature Review........................................................................................................................................3
Research Methodology................................................................................................................................4
References...................................................................................................................................................5
Appendix.....................................................................................................................................................6
1

Introduction:
The rate of the use of digital technologies in the business operations is increasing rapidly and
one of the most crucial benefits they provide is reaching the potential customers easily and
satisfies them. It can be said that the role of the technological platforms is vital nowadays to
improve business practices especially to enhance the level of customer satisfaction. In terms of
the travel and tourism industry; being a hospitality sector, a high rate of customer satisfaction is
the key to success for the whole organization. There are several companies working in the UK
and seeking for enhancing the customer satisfaction and found the digital media and marketing
platforms as the primary way to make the customer satisfied as it is feasible and cost-effective
as it is available to all and people of every age group uses digital platforms, especially social
media platforms in their daily life routine.
So, in order to make the best possible results, TUI group of UK is utilizing the digital platforms
and searching for the best possible ways that can increase the satisfaction level of their clients
and hence enhance the value and profitability of the company. This research study has been
designed in such a way that it will help in gaining a deep insight into the benefits of digital
platforms in enhancing customer satisfaction with the case of the TUI group in the UK. The
research will be based on a specific way of methodology and approach based on requirements
to get the best results shown in below sections.
Research Question or Hypothesis:
The present research has been planned with the development and determination of the
knowledge about “Impact of digital (social media and marketing) platforms to enhance the
customer satisfaction of the travel and tourism industry especially TUI group the UK working to
find the best possible results and solutions.
Aims and Objectives:
The primary aim of this research study is to get a deep insight about the various impacts after
using the digital media and marketing platforms in enhancing the level of customer satisfaction
in the travel and tourism industry of UK with the case study of TUI group.
2

Objectives
1. To get a deep insight into the benefits of using digital platforms in businesses
2. To determine the benefits of digital media platforms in enhancing and reaching
customers in the travel and tourism industry of the UK
3. To determine the impact of the digital media platforms in customer satisfaction at the
TUI group the UK
4. Get the best solutions and recommendations for the future in order to attain better
results for TUI
Rationale
The research to determine the impacts of using the digital platforms in businesses in travel and
tourism industry has this primary structure to go through the case of TUI group while in case of
some semi-structured topics, the subjects like present situation, use of technologies at present,
need to enhance customer satisfaction, which platforms to be selected will be discussed with
the primary subject mentioned in research. At the same time, there is a possibility of also
getting some details about some additional related subjects like different platforms on which
businesses are working, best and cheapest ways to reach people, make them satisfied and
attain better results, especially for the travel and tourism industry. There is also the possibility
of getting results and information about the details of other industries that are using digital
platforms in their business routines.
Scope and Importance:
Getting ideas about the benefits of the technology in enhancing customer satisfaction can be a
very effective field for the businesses in order to make the best possible results in future and
enhance their business profitability and value in markets especially among their customer base.
This particular research will be designed in such a way that the details and results that will be
provided may give the best possible results each stakeholder related to the businesses in the
UK especially the TUI group.
3

Literature Review
Technology is changing nowadays and with the advent of new benefits that the companies can
gain from them, the use of the technologies is increasing rapidly. Westerman and Bonnet
(2015) have illustrated that the business can be enhanced through some effective strategies like
introducing effective technologies like digital marketing and customer satisfaction modes. At
the same time, Tiago and Veríssimo (2014) also focused on same context and stated that the
role of the different digital technologies can be very effective when the platforms like digital
media; social media, etc. that makes it easier for the companies to enhance their reach for the
customers and make them more satisfied.
Sebastian et al. (2017) and Mithas and Lucas (2010), in contrast to this, just focused on the
digital media platforms that can enhance the facilities offered by the companies. In addition to
this, it can be stated that the role of digital technologies can be very beneficial in increasing
customer facilities and their satisfaction level. Berman (2012) said that platforms like Facebook,
Twitter, and Instagram,rest etc. has been very helpful in increasing the reach of the customers
and understand their needs and make them more satisfied. Chaffe and Smith (2013) has also
supported this subject and said that technologies like digital media are very useful in enhancing
the customer base as well as their satisfaction. Their utilization in the businesses of the travel
and tourism industry can be very vital for their growth as well as customer satisfaction.
Dominici and Guzzo (2010) have clearly made a study that has shown keen interest on the
hospitality industry and also said that the customer satisfaction is a necessity and the digital
media can help in enhancing the benefits. So, in order to make the best results and further
research on this subject, the methodology for this has been described below.
Research Methodology
According to the needs of the research, its methodology should be decided and hence this
particular research assignment has also been developed with the aim to get the best results in
the end. So, with this purpose, the methodology selected will be a mix of primary and
secondary data with the qualitative and quantitative data which will be helpful in determine the
perceptions and information regarding the impact of the digital media platforms in enhancing
4

the customer satisfaction in the travel and tourism industry of UK with the case of TUI group. In
terms of primary data, it will be collected with some respondents that use the digital media
platforms and have experienced a higher level of satisfaction than previous experiences so that
the best possible results and opinions can be gained.
The research will be planned to get the answers to a questionnaire from around 100
respondents selected out of a bigger number. In addition to this, the research will get the
secondary data from the open sources on the internet and some best-published journals,
papers, articles, and news with the reviews of the people regarding their satisfaction level in
the facilities. Regarding these data, the analysis would be done with some best and easy tools
and methods like graphs, charts, and statistics so that the interpretation can be done easily. In
terms of ethical considerations, the respondents selected would not be asked any personal
question and still, in any instance, the data would not include the information that might harm
feelings and perceptions of the people.
5

References
Westerman, G. and Bonnet, D., 2015. Revamping your business through digital
transformation. MIT Sloan Management Review, 56(3), p.10.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
Bother?. Business Horizons, 57(6), pp.703-708.
Sebastian, I., Ross, J., Beath, C., Mocker, M., Moloney, K. and Fonstad, N., 2017. How big old
companies navigate digital transformation.
Mithas, S. and Lucas, H.C., 2010. What is your digital business strategy?. IT professional, 12(6),
pp.4-6.
Berman, S.J., 2012. Digital transformation: opportunities to create new business
models. Strategy & Leadership, 40(2), pp.16-24.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Dominici, G. and Guzzo, R., 2010. Customer satisfaction in the hotel industry: a case study from
Sicily. International Journal of Marketing Studies, 2(2), pp.3-12.
6

Appendix
Gantt chart (Timeline)
Activities/Weeks 1 2 3 4 5 6 7 8 9 10 11 12
Qualitative data
collection
Survey planning
Quantitative data
collection
Analysing qualitative and
quantitative data
Formulation conclusion
Complete research draft
7