Research Proposal Essential Business Element

Question: Describe about the Research Proposal for Essential Business Element. Answer: Introduction It has been found from several research studies that customer satisfaction is an essential element for the growth of the hospitality industry (Ahmed, 2011). Brand position, superior service quality and implementation of the new advanced technology are considered as central factors to enhance the customer loyalty and satisfaction and directly impact the total revenue of this industry. In regards to formulate strong bond with the customers the customer relationship management (CRM) department must be well maintained by the respective hotel (Ali, 2014). Research topic The researcher is adopting the research topic as the application of the CRM software in the hospitality industry in order to improve the customer satisfaction. The researcher has selected the Citi Club Hotel located in Melbourne Australia. The researcher will also examine the customer management relationship in the context of the chosen hotel. Research Aim and Objective The aim is to determine various factors related to the use of the CRM software in the hospitality industry. The objectives are as follows: Analysis of the business relationship of the Citi Club Hotel with their customers based on the CRM software The imperative factors required to hold the old customers and acquire new customers with the help of CRM techniques The analysis of the essential practices adopted by the selected hotel to enhance the profit Central Research Questions These questions are prepared based on the aim and objective related to the research topic. These questions would be answered at the end of the research work based on the research analysis and obtained outcomes. What are the major factors related to the CRM software which are of significance for the hospitality industry? How the hotel can hold their customers by relying on the Customer relationship management techniques? What are the crucial practices adopted by the City Club Hotel in order to enhance the profit based on the effective usage of CRM software? Background Study and Literature Review On the basis of the literature review, it has been observed that the efficient use of advanced CRM software in the hospitality industry will improve the relationship with the customers (Yadav and Singh, 2014). Most of the hotels have commenced to use CRM software in order to standardize and accumulate the key information of the customers into specified databases that provide an ease to the management to manage various contacts, mails and information of the visited customers (Kanchan and Sharma, 2015). Research Methodology and Techniques Research methodology includes selection of the suitable methods and techniques along with the research plan layout to conduct the research work. Based on the literature review data, the researcher has decided to collect both types of data i.e. primary data and secondary data from authentic sources. To analyse the collected data, both qualitative and quantitative data analysis methods will be adopted. Descriptive research design will be taken into consideration for conducting the research work. The collected and analysed data will be expressed in mathematical model by using SPSS (Flick, 2015). Research Process The initial process step is to understand the research topic and the relevant issues and opportunities of the research statement in a detailed manner. The imperative step is to commence the literature review and study the previous research studies related to the research questions. This would provide an estimate about the current research work as well as the research structure and layout of the research project plan. The outcome of the past research work will help the concerned researcher to compare the variation in the current research outcome with the previous outcomes (Hillier, 2006). After reviewing the literature, the next step is to formulate the suitable research model. The researcher has selected the mathematical research model in the given case. Research design is the crucial element for the research study as the total resource requirement for the research is dependent on the research design, which includes project cost, time and efforts. The collection of data and information is conducted based on the selected research design. Descriptive research design will be selected by the researcher (Hair et. al., 2015). Based on the research design, the concerned researcher will collect the data from the relevant data sources. Primary and secondary data will be collected by the researcher. Qualitative and quantitative types of data analysis methods will be taken into account to analyse the collected data (Eriksson and Kovalainen, 2015). The obtained results based on the analysis will be represented in the tabular form, charts and graphs and so on. Data Collection and Analysis The researcher has decided to collect both type of data and thus, for the primary data set of questionnaire will be formed on the basis of the research objective and research questions. Additionally, semi-structural interview sessions will also be conducted for a select group of target population from the selected hotel. The sample size is selected as 55, which comprises 30 visitors of the selected hotel, 20 employees of the hotel and rest 5 managerial level employees (Eriksson and Kovalainen, 2015). The questionnaire will be conducted either in online mode or in offline mode based on the availability of the targeted sample besides conducting interviews with some of the sample subjects for more clarity. The secondary data will be collected from website, eBooks, articles, journals, newspaper and the memorandum of the company along with the companys webpage (Hair et. al, 2015). Finally, the collected data will be analysed in detailed manner. The data and information collected from the primary and secondary data source would be assembled in well-defined pattern likely in the tabular form (Flick, 2015). The quantitative data resulted from the survey- questionnaire would be examined based on the decided number of variables and used to derive the mathematical forms expression and the qualitative data set will be analysed based on the thematic analysis method. After significant interpretations, the final best possible outcomes will be expressed in tables, graphs, ratios, percentage and charts in SPSS (Hillier, 2006). Expected Research Outcomes The researcher will able to examine the various aspects related to the implementation of CRM software on the hospitality industry. This will also provide a plethora of recommendation on the part of the customers and employees for the improvement of the business relationship with customers and subsequently, the profitability of the hotel. The City Club Hotel would be able to view the various obstacles and suggestions in regard to the existing practice in the Hotel along with the quality of the service provided by them to the customers. Some essential factors related to the customers preference and satisfaction would be highlighted in the current research outcomes, which will be evaluated in the future research work. References Ahmed, A. (2011), Customer Relationship and Satisfaction, International Journal of Customer Relationship Marketing and Management, 2(1),19-35. Ali, M. (2014),CRM activities in the growth and expansion of hotel industry, SaarbruÃÅ'ˆcken: LAP LAMBERT Academic Publishing. Eriksson, P. and Kovalainen, A. (2015), Quantitative methods in business research, London: Sage Publications Flick, U, (2015), Introducing research methodology: A beginner's guide to doing a research project, New York: Sage Publications Hair, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., Page, M. J. (2015),Essentials of business research methods, New York: Routledge. Hillier, F. (2006), Introduction to Operations Research, New York: McGraw Hill Publications Kanchan, and Sharma, A. (2015), Application of Customer Relationship Management (CRM) practices in Hotel Industries: A Review.International Journal of BRIC Business Research, 4(3),1-6. Yadav, B. and Singh, A. (2014), Analyzing the Influence of Customer Relationship Management on Firm Performance:.International Journal of Customer Relationship Marketing and Management, 5(3), 69-97