Proposal PPT Sample

ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT AND
CUSTOMER LOYALTY IN THE NIGERIAN TOURISM INDUSTRY:

THE MEDIATING ROLE OF CUSTOMER EXPERIENCE.
CHIBUIKE BASIL NWATU

BEING A PROPOSAL SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF DOCTOR OF PHILOSOPHY(PhD)
MARKETING.
DEPARTMENT OF MARKETING
FACULTY OF MANAGEMENT SCIENCES
NNAMDI AZIKIWE UNIVERSITY, AWKA ANAMBRA STATE.
SUPERVISOR: Prof. I.C. NWAIZUGBO

BACKGROUND OF THE STUDY
• The tourism industry has witnessed exponential growth in
all ramifications and indices over the last few decades such
that it has been described as the world’s biggest industry.
• Tourism accounted for 10.4% of global GDP and 319
million jobs, or 10% of total employment in 2018
(WTTC,2019).
• The report adds that the division of overall spend is firmly
weighted towards the leisure market, which represented
78.5% of the total compared with 21.5% for business
spend, and the sector accounted for 6.5% of total global
exports and 27.2% of total global service exports.
• WTTC report further states that domestic tourism, which
represented 71.2% of all tourism spending in 2018 and had
the strongest growth in developing nations and has
continued to support opportunities by spreading
development and economic benefits.
• WTTC (2019) further reports that while global GDP grew

at 3.2 percent for 2018 travel and tourism GDP grew at 3.9
per cent in the same period, out pacing many others sub-
sectors of the world economy in the same period.
• Tourism GDP was at ₦6,534.4 Billion or $18,077.4, which

represents 4.5% of total Nigeria GDP for year 2019 adding
that while tourism GDP grew at 2.2% the overall economy
grew at 2.1% for year 2019.
• In terms of jobs, tourism accounts for 3,354 Thousand jobs

which represents 4.7% of total employment while
international visitor impact or foreign exchange earnings,
tourism account for ₦864.9 Billion or $2.392.9 Million
which is for 4.1% of total exports for Nigeria in 2019.
Source: World Travel and Tourism Council (2020)

• Many factors contribute to the rapid expansion and
diversification of the tourism industry most notably is the
developments in information and communication
technology (ICT).
• The rapid development and expansion of ICT and its

application in all business sectors have led to the
development of better ways of enhancing customer
relationship management which in turn bring about
improved customer loyalty that has been regarded as the
major indices for gauging business/corporate performance.
• The emergence of ICT gave a boost to customer

relationship management (CRM) to the extent that it has
been dubbed as part of digital marketing revolution.
• CRM as a concept consists of procedures, methods,

strategies, technologies, and practices that businesses use to
analyse and manage their interactions with their customers.
• The ultimate goal of CRM is to manage personalisation and

customer experience and by so doing improve the business
relationships while driving sales growth and improving
customer loyalty.
• This study was informed by the need to investigate e-

customer relationship management and customer loyalty in
the tourism industry with customer experience as an
intervening/mediating variable.
PROBLEM STATEMENT
• Majority of the studies on e-CRM are outside the area of tourism and were
conducted outside Southeast Nigeria.
• Studies that investigate the mediating effect of customer experience on e-

CRM and tourists’ loyalty are grossly under-researched and scantily reported.
OBJECTIVES OF THE STUDY
BROAD
• To investigate the mediating influence of customer experience on the effect
of electronic CRM practices on customer loyalty in the tourism sector in
Southeast Nigeria.
SPECIFIC
• To ascertain the effects of organisational CRM factors/practices on customer
loyalty in the tourism industry in South East Nigeria;
• To find out the effects of technological CRM factors/practices on customer

loyalty in the tourism industry in South East Nigeria;
• To determine the effect of trust on customer loyalty in the tourism industry in

South East Nigeria;
• To ascertain the effects of ease of use and information quality on customer

loyalty in the tourism industry in South East Nigeria; and
• To find out the mediating effects of customer experience on the impacts of

organisational and technological CRM factors/practices on customer loyalty
in the tourism industry in South East Nigeria.
RESEARCH QUESTIONS
On the strength of the foregoing objectives, the following research
questions were formulated for the study:
• What are the effects of organisational CRM factors/practices on

customer loyalty in the tourism industry in South East Nigeria?
• How would technological CRM factors/practices impact on customer

loyalty in the tourism industry in South East Nigeria?
• What is the effect of perceived trust on customer loyalty in the

tourism industry in South East Nigeria?
• how would information ease of use; and information quality of

websites impact on tourist organisations loyalty of customers in the
tourist industry in South East Nigeria.
• Which of the effects of organisational and technological CRM

factors/practices on customer loyalty in the tourism industry in
South East Nigeria are mediated by customer experience?
HYPOTHESES FORMULATION
DIRECT EFFECTS AND MEDIATING EFFECTS AMONG E-CRM,

CUSTOMER LOYALTY AND CUSTOMER EXPERIENCE
SCOPE OF THE STUDY
•UNIT OF ANALYSIS: ACTIVE TOURISTS AT VAROIUS TOURIST

CENTERS IN SOUTH-EAST NIGERIA.
•GEOGRAPHIC SCOPE: STATES OF ABIA, EBONYI, ANAMBRA,

ENUGU AND IMO.
•PERIODIC SCOPE: 2020/2021
•CONTENT SCOPE: E-CRM, LOYALTY, CUSTOMER EXPERIENCE

MANAGEMENT, TOURISM MARKETING
SIGNIFICANCE OF THE STUDY
•The Academia.
•Tourism Marketing Practitioners.
•Policy Makers.
REVIEW OF RELATED LITERATURE
Literature was reviewed under the following sub-headings:
• Conceptual Review
• Theoretical Framework
• Theoretical Exposition
• Empirical Review and Web Analysis
• Summary of literature Review/Gap in

Literature
THEORETICAL MODEL
METHODOLOGY
• Research Philosophy: Positivism
• Research Design: Survey
• Study Population: active tourists and tourists’

organisations employees found in each of the tourist
centres in each of the states in south-east Nigeria.
• Sampling Method: Quota sampling

• Research Instrument: Questionnaire
• Validity Test: Face validity, Construct validity
• Reliability Test: Cronbach’s Alpha Coefficient test,
METHODOLOGY
• Sampling Method: Quota sampling
• Research Instrument: Questionnaire
• Validity Test: Face validity, Construct validity
• Reliability Test: Cronbach’s Alpha Coefficient

test, Communality test
• Statistical Tool: PLS-SEM

THANKS FOR LISTENING

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ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT AND

CUSTOMER LOYALTY IN THE NIGERIAN TOURISM INDUSTRY:

CHIBUIKE BASIL NWATU

BEING A PROPOSAL SUBMITTED IN PARTIAL FULFILMENT OF THE

SUPERVISOR: Prof. I.C. NWAIZUGBO

• WTTC (2019) further reports that while global GDP grew

• Tourism GDP was at ₦6,534.4 Billion or $18,077.4, which

• In terms of jobs, tourism accounts for 3,354 Thousand jobs

Source: World Travel and Tourism Council (2020)

• The rapid development and expansion of ICT and its

• The emergence of ICT gave a boost to customer

• CRM as a concept consists of procedures, methods,

• The ultimate goal of CRM is to manage personalisation and

• This study was informed by the need to investigate e-

• Studies that investigate the mediating effect of customer experience on e-

• To find out the effects of technological CRM factors/practices on customer

• To determine the effect of trust on customer loyalty in the tourism industry in

• To ascertain the effects of ease of use and information quality on customer

• To find out the mediating effects of customer experience on the impacts of

• What are the effects of organisational CRM factors/practices on

• How would technological CRM factors/practices impact on customer

• What is the effect of perceived trust on customer loyalty in the

• how would information ease of use; and information quality of

• Which of the effects of organisational and technological CRM

DIRECT EFFECTS AND MEDIATING EFFECTS AMONG E-CRM,

•UNIT OF ANALYSIS: ACTIVE TOURISTS AT VAROIUS TOURIST

•GEOGRAPHIC SCOPE: STATES OF ABIA, EBONYI, ANAMBRA,

•PERIODIC SCOPE: 2020/2021

•CONTENT SCOPE: E-CRM, LOYALTY, CUSTOMER EXPERIENCE

•Tourism Marketing Practitioners.

• Empirical Review and Web Analysis

• Summary of literature Review/Gap in

• Research Design: Survey

• Study Population: active tourists and tourists’

• Sampling Method: Quota sampling

• Research Instrument: Questionnaire

• Validity Test: Face validity, Construct validity

• Reliability Test: Cronbach’s Alpha Coefficient

• Statistical Tool: PLS-SEM

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