This methodological chapter focuses on the implementation of research carried out to meet the aim and objectives of this study. As such, this chapter explains the research design, sampling design, data collection and data analysis. The aim of this chapter also discusses on the mixed approach used using both qualitative and quantitative data and how data was collected and analysed. According to Gaya and Smith (2016), in order to fully capture the objectives of this study, it has been opted to use mixed methods as the data collection is conducted in two different stages such as partly questionnaires and partly interviews. Both qualitative and quantitative methods of research are used to provide an exploratory overview of this study as well as keeping in line with previous researches using quantitative research. This implementation helps in combining methodologies to obtain more information from target group using appropriate sampling techniques. Therefore, the mixed research design is cross-sectional and the data collected are valid as the strength of one method can easily balance with the limitations of the other method. The conceptual framework has been designed based on the research problem by using the objectives as variables. The research variables in this study determine the relationships between hypotheses and to be elaborated further through in-depth analysis and findings. The conceptual framework has been adopted from the literature review and objectives in this research. These hypotheses are determined based on the conceptual model in Figure 3.2. The sampling frame is used to measure the CRM in context to the chosen hotel industry in Mauritius. It centralizes on target group for data collection, sampling size and sampling techniques as methods to collect information. A sampling frame is designed to narrow down from where accurate information could be obtained, collected and analysed for descriptive results. The target group is the first step in identifying the target respondents in population. As such, it has been effected that in order to meet the aim and objectives of this study in CRM in context to the hotel industry, the respondents are the employees currently working there. The selected target group represents the entire population of employees currently working there as a sample. A sample size of 250 respondents has been pre-determined for data collection out of the employees in the hotel industry. As such, a simple random sampling technique has been used to select the respondents to form part within this sampling frame. A questionnaire has been designed and filled in partly using the quantitative approach (Yin, 2014).
The questionnaire is divided into four important sections in which the data collected is to be measured. The section A covers the demographic profile of respondents in order to be able to categorize them accordingly in terms of different gender, age group, residential area, level of education and employment history. Section B covers the part whereby the respondent needs to answer in which way CRM is organized in the hotel industry. Section C covers the part of CRM practices in the hotel industry. The last section D covers the part of challenges implemented in CRM.
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