AN INVESTIGATION INTO CONSUMER MOTIVATIONS IN CLUB 18-30 HOLIDAYS: IMPACTING CONSUMER EXPERIENCE, SATISFACTION AND LOYALTY.
Cardiff Metropolitan University
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This dissertation aims to identify consumer motivations in Club 18-30 holidays and how motivations can potentially impact the overall holiday experience. Equally important it also aims to identify if satisfied experiences can create loyal consumers towards the Club 18-30 brand. The author also aims to assist Club 18-30 by providing them with recommendations and suggestions in order to improve the organisation whilst considering consumer motivations. The case study Club 18-30 was chosen for this research as it is of great interest to the author, as he is a loyal Club 18-30 consumer himself, and due to the brands popular reputation. In this dissertation a detailed literature review surrounding the topics was produced, with suitable research methods recognised and justified, and results discovered discussed with relevant theory to support the findings. The author conduced four semi-structured interviews with previous Club 18-30 customers for this research along with producing an online questionnaire that was distributed through the means of social media (Facebook) that were also completed by previous customers. The key findings of this research identified many motivations for participating in Club 18-30 holidays including the price of packages and social interaction being main motives. It has also been found in the research that satisfied consumer experiences whilst abroad can motivate previous Club 18-30 customers in the future and develop loyal customers for the brand. Due to this research, recommendations and suggestions were provided in this dissertation for Club 18-30 in order for the organisation to understand their consumers wants, needs and interests to improve and develop the experience and satisfaction levels. The research concludes that individuals are motivated by a variety of factors and can often impact the overall experience whilst abroad. Additionally, it is concluded that satisfied experiences can also develop loyal customers in the future for Club 18-30.
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