HTM504 Research Project Sample

Introduction: Research Project On Hapimag

1.1 Background

Customer expansion refers to an action of building extra value by making the current customer’s purchase of more of product and services. In other words, it refers a process of creating maximum value for the customers as well as motivates them to purchase more. It can be done by offering valuable products and services to customers. It is advantageous for the company as it increase the customer retention rate. It leads to foster customer loyalty, increase company revenue as well as profitability of the company. The present study based on Hapimag, a Switzerland company that operates a chain of residences, resorts and apartments. It also furnishes travel services such as books hire cares, travel tickets and organize concerts. The research report will access the influence of sustainable practices and marketing via social media on customer expansion.

1.2 Aims and Objectives

Aims

The aim of the present study is to analyse the influence of sustainable practices and marketing tool on the customer expansion. A study on Hapimag.

Objectives

• To identify the concept of customer expansion and its significance.
• To access ways of sustainable practices and social media marketing tool for customer expansion.
• To critically analyze the impact of sustainable practices and marketing tool on customer expansion.
• To recommend one method of marketing tool to increase number of customers.

Research Question

• What is the concept of customer expansion and its significance?
• What are the ways of sustainable practices and social media marketing tool on customer expansion?
• What impact of sustainable practices and marketing tool on customer expansion?

1.3 Significance of the study

It has been identified that the study is beneficial for Hapimag as well as its competitors to significantly increase number of customers. Moreover, it has been used as a base for other researcher to make further in-depth study related to topic.

1.4 Rationale of the study

The reason of conducting the research is to ascertain the methods of sustainable practices and social media marketing on customer expansion. The main purpose of taking the research topic is that in current time competition is increasing rapidly correspondingly the use of marketing on social media and sustainable practices is helpful in grab more customers. Thus, this study will highlight different sustainable practices that can be used by the business for increasing the number of consumers.

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LITERATURE REVIEW

Theme 1: Concept of customer expansion and its importance

In the views of Lina, (2022) Company`s expand its customers by offering valuable products and services that satisfied customer requirements as well as enhance their tourism experience. A satisfied customer always takes the services again and effectively recommends it to other, leads to assist in increase number of customers for business. Contrary, according to Bungatang and Reynel, (2021), customer expansion is a tactic regarding making current customer satisfied and happy by offering valuable services and products and convincing them to purchase more. This aids the business to stay customer around and save money as compared to getting new customers. For example, to attain the goal of customer expansion, Hapimag build additional holiday offerings, satisfy customers by providing high-quality holiday experience as per guest’s needs and interest, by enhancing communication channel in resort and work in a sustainable manner.

Lee et al, (2021) explicated that, for customer expansion it is essential that company add extra features in its services and offer related products. It is a best way to increase customer base as it cost less than getting new customers. In addition, in the opinion of RaneAchari and Choudhary, (2023), customer expansion benefits the business by bringing economies of scale, increase revenue, profitability as well as fostering the customer loyalty towards business. It is a quite important factors in the competitive world where competition increase rapidly.

Theme 2: Kinds of sustainable practices and social media marketing tool

Hristov, Chirico and Ranalli, (2022) depicts that use of sustainable practices within the business is advantageous for grabbing more customers towards the business. In modern era, consumer become eco-conscious as a result they prefers products and services of business that operates business in ethical manner. It leads to assist the business in expand its customer base efficiently. Moreover, according to Aliet al, (2021), companies that operate resorts use several sustainable practices such as sustainable energy sources solar power, wind energy to decline the negative environmental impact by reducing carbon emission. For instance, Hapimag by using renewable energy sources decline 5% energy consumption that is beneficial for decline carbon emission (Sustainability, 2024). Moreover, Gu, (2024) mention that hospitality businesses use recycling program to decline wastage of food and plastic to overcome greenhouse gases and to attract more green-friendly customers.

Infante and Mardikaningsih, (2022) expressed that in digitalization era, the most effective method to promote the goods and services is social media marketing. Presently, companies use various social network platform such as Facebook, Instagram and Twitter. In the views of Vrontis et al, (2021), several ways of social media marketing includes influencer marketing, video campaigns, podcast ads, you tub aids and so more. For instance, Hapimag in 2023, make collaboration with 9 influencers, they make videos and shared their holiday experience at Hapimag with their followers. This result in attract and increasing more new customer towards the business. Also, Hapimag will featured in the German Podcast Familienrat, it helps in promote special offerings of business correspondingly enable it to grab new shareholders.

Theme 3: Critical evaluation of influence of sustainable practices and social media marketing tool on customer expansion

The increasing awareness of environment make essential for business to use sustainable practices. Tripathi and Shukla, (2024) outline that use of sustainable practices such as energy-efficient lightening, recycling policy, water-saving technologies by the business able to positively contribute to environment conservation as well as in attracting and retaining more eco-conscious customers. Currently, customer prefers business more that operates its business considering sustainable factors. For example, Hapimag organize a event aimed to strengthen and exchange the idea to make their resorts more sustainable. The awareness of business assists in grab more customers. On the other hand, Moran, Muzellec and Johnson, (2020) professed that marketing through social media allows the brand to connect with a wide audience. The platform is beneficial for reaching wide range of customers regardless of their geographical location, leads to enable business to expand customer base. However, (Arruda Filho and Barcelos, (2021) state that social media marketing sometime responsible for destruction of brand name as well as loss of business profits due to negative comments. It leads to negatively influence customer perception as a result sometime company loses their customers.

Literature Gap

It is identified that earlier study have been conducted on requirement of customer expansion and related topics. But no focus has been given on evaluating the ways for customer expansion by making use of social media marketing and sustainable practices. The research depicts the influence of both elements on customer expansion.

RESEARCH METHODOLOGY

Research Type

Research type refers to different method that has been used for conducting research. It is selected on the basis of goals, timelines and purpose. Qualitative and quantitative research are two kinds of research type. Quantitative research refers to a procedure of gathering and evaluating numerical data. . On the other hand, qualitative research refers to accumulating and evaluating non-numerical data to effectively understand opinion, concept and experiences (Mays and Pope, 2020). In the present study, qualitative research has been used to get in-depth understanding as emotional aspect of customer could not be recorded in numerical manner. Moreover, the current type of research will help in developing in-depth knowledge relating to sustainable ways of increasing the number of consumers.

Research Approach

Research approach refers to a plan or procedure for research includes comprehensive methods of collecting data, evaluating and understanding. Two approaches are namely deductive and inductive. Inductive approach refers to using particular observations, patterns to make general conclusions. On contrary to this, deductive approach refers to building hypothesis based on the existing ideas and theories. In the current study, to evaluate the influence of sustainable practices and social media marketing on customer expansion inductive research approach has been used by the researcher. This approach is particularly selected because here the aim and objectives are set which clearly assist in accomplishing the study well.

Research Philosophy

Research philosophy is an action that direct the plan and implementation of research study. The two kinds of philosophy are positivism and Interpretivism. Positivism philosophy is in approach that includes scientific evidences including statistics and experiment. Inversely, Interpretivism philosophy furnishes emphasis on significance of context, reasons as well as human behavior (Alharahsheh and Pius, 2020). To evaluate influence of social media marketing and sustainable practices, Interpretivism philosophy has been used by the researcher. The main reason of using this philosophy is that it plays a valuable role in recognizing social situation, mindset of respondent. The philosophy is useful for gaining accurate information as it undertakes emotion and beliefs of respondent.

Data Collection

Data collection is a method of collecting the data to attain deeper insight of the specific subject matter as well as to conduct the research in accurate manner. Primary and secondary data collection is two methods. Primary method means a process of gathering first-hand information through the individuals who are related to particular subject (Taherdoost, 2021). Conversely, secondary data collection is a cost and time effective method, data and information gathered via previously conducted researches as well as from article, books and journals. In the current study, primary research method is selected, data gathered from 30 customers of Hapimag to evaluate influence of sustainable practices and social media marketing on customer expansion. Moreover, via secondary data collection method, researcher collects data by evaluating book, articles and journal. The main reason of selection of method as it saves cost and time.

Sampling

Sampling refers to selecting the group from which the primary data collected for the purpose of research. Probability and non-probability sampling is two methods. Probability sampling refers to a method of selecting the sample from the population based on principle of randomization. However, non-probability sampling method is a technique in which sample choose by the researcher according to the purpose of study. In the present study, random sampling method has been chosen by the researcher. The rationale of selecting the method consists, it provides freedom to collect reliable as well as accurate data or information as well as there is lack of chances of biasness.

Data Analytics

Data analytics refers to a procedure of systematically applying logical and statistical techniques to evaluate the data in effective manner. Two methods of data analysis are SPSS as well as thematic analysis. SPSS means Statistical Package for Social Science, it is a statistical tool used for evaluating quantitative data. Moreover, thematic analysis is a process for evaluating qualitative data, using this researcher closely examines the data to recognize common patterns and themes (Braun and Clarke, 2022). In the context of present study, thematic data evaluation method has been used. It enables the researcher to obtain deeper understanding via help of literature review.

Ethical consideration

Ethical consideration is research refers to a set of principles that support, guide research design as well as practices. It is essential that researchers must adhere certain rules and regulations while gathering data from the respondents. While conducting the survey, researcher focuses on ethical consideration. The respondent provide with the freedom to voluntary participate in survey as well as are free to opt in as well as out the study at any point of time. In addition, researcher clearly aware the participant about the purpose of study as well as associated risk and benefits. The researcher also makes emphasis on maintain confidentiality of the participant by efficiently using digital tools as well as techniques while conducting the research.

Research Limitation

Research limitation is a kind of practical as well as theoretical shortcoming of the study which are often outside of a control of researcher. There are several kinds of limitations that influence the successful completion of the study. In current study, lack of time and budget is the main limitation as a result to overcome the problem secondary research has been used by the researcher. In addition, SPSS needs high amount of time as a result thematic research has been used. This approach aids in analyzing the information via bar graph results in rapid interpretation leads to save time.

Reliability and Validity

To complete the study in the well and effective manner, the whole research is conduct keeping in mind factor of validity and reliability. Reliability in research means to the accuracy of collected data and information whereas validity means appropriateness and usefulness of data in the current time (Coleman, 2022). The present study is reliable as all information from primary and secondary data collection method gathered according to the objective of research.

DATA FINDINGS AND ANALYSIS

Theme1: Yes, aware about the sustainable practices that are used by the Hapimag.

Particulars	Respondent	% Responses
Yes	18	60%
No	12	40%
30	100

The above graphical representation state that 60% of the Hapimag customers are aware about the sustainable practices of company. Accoding to Gil-Gomez et al, (2020), it is important that customer of the business have knowledge of company sustainable practices, it enable the customer to engage with company. To aware the customers about sustainable practices business publish it in annual report, communicate it via traditional and digital media marketing. On the other, it has been identified that 40% of the customers of Hapimag is not aware about its sustainable practices.

Theme 2: Extremely important, to stay in a resort that follows sustainable practices.

Particulars	Respondent	% Responses
Extremely important	15	50%
Important	8	27%
Not very important	4	13%
Not at all important	3	10%
30	100

From the above survey, it has been evaluated that majority of respondent believe that it is extremely essential to remain or opt the services of business that follows sustainable practices. Based on findings Mehta and Handriana, (2024) outline that the eco-conscious nature of the customer enable them to opt for business that work in a sustainable manner. As customers believe that stay at eco-friendly resorts, they contributes directly to decline carbon footprint. Thus, they prioritize hotels that follow sustainable practices. However, according to survey, for 10% of customers it is not essential to stay resorts which follows sustainable practices.

Theme 3: Energy-efficiency lighting is a sustainable practice like to see implemented within a resort.

Particulars	Respondent	% Responses
Energy-efficiency lighting	10	33%
Recycling programs	8	27%
Measures of water conservation	5	17%
Reducing plastic waste	5	17%
Use of organic and locally sourced products	2	7%
30	100

It has been depicted from the above tabular representation that greater proportion of respondent believes that resort should use an energy-efficiency lightening within the premises. In the views of Sheth and Parvatiyar, (2021), traditional lighting such as use of bulbs, fluorescent tubes leads to consumer greater amount of energy correspondingly responsible for higher electricity bill and environmental impact like greenhouse gas and carbon emission. By switching to significantly energy-efficient LED`s, major decline in energy consumption can be attain. This assists the business to work in a rational manner as well as grab the attention of green conscious customers. Inversely, some of respondent thought that business should use organic and local sourced products.

Theme 4: Yes, made purchasing decision based on social media advertisement.

Particulars	Respondent	% Responses
Yes	23	77%
No	7	23%
30	100

After conducting survey on 30 customers of the Hapimag it is analyzed that large amount of customers make their purchasing decision keeping in mind advertisement on social media. In addition to finding Ardiansyah and Sarwoko, (2020) states that advertising via social media plays an essential role in influencing purchasing decision of customers. With the increasing use of user-generated content as well as influence marketing, encourage the customers to make buying decision based on the recommendation of their influencers or review the comments of other buyers. In contrast to this, some shoppers not agree that they made buying decision according to social media marketing.

Theme 5: Through social media marketing, know about company and its sustainable practices.

Particulars	Respondent	% Responses
Social Media marketing	18	60%
Advertising on Television	8	27%
Search Engine Optimization	4	13%
30	100

Form the above research, it has been classified that majority of shoppers able to aware about company and its sustainable practices through social media marketing. According to the view-point of Herawati et al, (2024), social media is a kind of platform to promote and educate audience about the business as well as practices that it is used. Company`s effectively aware its shoppers by sharing informative content, video and blogs on social media to raise awareness about its sustainable practices. Correspondingly, this leads to enable business to expand its customers. However, from survey it has been identified that 4% of clients aware about company sustainable practices via search engine optimization.

Theme 6: Definitely, customers like to buy a product or service if suggested by someone they follow on social media.

Particulars	Respondent	% Responses
Definitely	9	30%
Probably	7	23%
Not sure	3	10%
Probably not	4	13%
Definitely not	7	23%
30	100

After commencing research on 30 customers of Hapimag, it has been spotted that most of the clients purchase product that is recommended by influencer they follow. In the support of discussion Rasty et al, (2021) outline, it is a tendency of human nature that they prioritize products or services which is recommended by a person to whom they have faith and trust. On the contrary to this, from the outcome of survey, it is analyzed that few respondent are not make purchase based on the suggestion of someone they follow.

Theme 7: Strongly agree that purchasing decision influence by the negative comments on the social media platform.

Particulars	Respondent	% Responses
Strongly Agree	10	33%
Somewhat agree	4	13%
Neither agree nor disagree	5	17%
Somewhat disagree	6	20%
Strongly disagree	5	17%
30

From the above graph it has been summarized that major respondent believes that their purchasing decision is influenced by the negative comments on the social media. Ma Zou and Lv, (2022) that negative comments are reason of hesitation and delay in the process of decision-making. Potential customers might pause and think again their options, particularly when they come across various negative comments. On the other hand, some respondent not agree with the statement as their decision not impact by the negative comments.

DISCUSSION

From the view point of Abdou et al, (2022), identified that customers are aware about the sustainable practices of the Hapimag and it is vital for the clients to stay in a resort that effectively used sustainable practices. The increasing concern of the shoppers regarding the environment encourages them to opt for the businesses that commence operation in ethical manner. On the critical point of view, lack of awareness in customer about sustainable practices used by company negatively impact the brand image and decline customer retention. In addition, customers of Hapimag made decision based on social media advertising. According to the views of Palalic et al, (2021), Social media marketing enable the customer to collect the feedback, opinion from others to make a final purchasing decision. When there is positive views about the business and product, then consumer rapidly make decision regarding purchasing. Moreover, shoppers know about sustainable practices of Hapimag via social media marketing. Sedalo, Boateng and Kosiba, (2022) professed that social media is a cost-effective way to promote company practices. It has been find that customer purchase product, if it is recommended by someone to whom they follow states that customers are convinced by message that comes from credible sources including trustworthy people or experts. Conversely, Wang et al, (2021) explains that negative comments leads to extend the purchasing decision and sometime result in no buying.

CONCLUSION AND RECOMMENDATIONS

Conclusion

Conclusively, it has been evaluated that customer expansion is important for the Hapimag to increase customer loyalty, company revenue and profitability. The use of social media and sustainable practices by the Hapimag is beneficial for the purpose of customer expansion. From the primary and secondary data sources, it is evaluated that company effectively able to aware its customers about the sustainable practices via social media marketing, results in retain its existing customers and grab attention of new customers. Further, it has been determined that the sustainable practices of Hapimag such as using energy-efficient techniques, recycling programs, use of organic and locally sourced products as well as water conservation methods aids in the process of customer expansion, by engaging more of eco-conscious individuals. The lack of use of eco-friendly practices leads to impact the brand image of company. In addition, Hapimag focuses on influence marketing, social media ads, podcasts ads, social media campaigns to promote and communicate product as well as holiday experience to customers. The most of the shoppers made purchasing-decision based on the comments and feedback on social media.

Recommendation

After conducting the survey, it has been analyzed that Hapimag should adopted some measures for the purpose of customer expansion.

• It is recommended to Hapimag to avoid use of plastic such as bottles, straws as well as toxic cleaning products to decline more negative environmental impact. This will improve the sustainable practices of Hapimag and as result of this the more consumer will be attracted.
• It is advised to company to use sustainable transportation such as electrical vehicles to make the business fully sustainable. This will attract more consumers as the company is emphasizing on protecting the environment well.
• To increase number of Customer Company should communicate products according to the understanding of the target audience by using right language to convey message.
• Moreover it is suggested to company to respond promptly to negative comments on social media, if comment includes company complaint then it should focus on acknowledging and solving first so that no wrong impression made on existing and potential customers.

REFERENCES

Books and Journals

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Online

• Sustainability. 2024. Online. Available through :< https://www.hapimag.com/en-gb/company/sustainability-at-hapimag/>