imperative to determine the most critical reintermediation factors which make the highest impact on customer retention in terms of Sri Lankan travel agency business operation.

3.4 Research Question & Objectives

Research objectives, questions and hypotheses guide decisions related to the type of research design employed (Bryman & Bell, 2011). Research objectives can be described as the steps the researcher takes in order to accomplish the aim of the research (Quinlan, 2011).

The primary objective of the study is to identify the degree of disintermediation experienced by Sri Lankan travel agencies, thus understand the potential impact of e-tourism on inbound travel agency operation in Sri Lanka. Then identify key reintermediation factors
(Collis & Hussey, 2009) point out that research questions state the specific line of enquiry that the research will investigate and attempt to answer. Based on the research of the study, below research questions are formulated,
• Has the Sri Lankan travel agencies experienced disintermediation due to the developing e-tourism trends?
• What existing strategies are practiced by travel agencies to ensure that they maintain to reintermediate?
• What key factors can be identified as the reintermediation strategies to be implemented by travel agencies in Sri Lanka and the travel industry in general, in order to maintain intermediation and to retain the client base?

As an important step of the study the Hypotheses developed around the proposed model of the study which was illustrated in this section. and the same model is illustrated in section 3.4 which will provide a graphical illustration for the hypotheses of this
and reintermediation is identified as dependent variable as well as a mediation variable which links the dependant variable Customer retention with the independent variables. These constructs are:
1) Product knowledge
2) Personal interaction
3) Differentiated product
4) High quality service and…
5) Co-existence with technology.
Above constructs are operationally defined in Section 2.3 of Chapter II. The hypotheses were developed based on deductions derived from the existing literature, and these hypotheses are to be proven in order to determine potential influences between the independent variables, the mediating variable and the dependent