Table of Contents INTRODUCTION..........................................................................................................................1 1.1 Formulate and record possible research project outline specifications.................................1 Research Aim..............................................................................................................................2 Research Questions.....................................................................................................................2 1.2 The potential factors that contribute to the process of research project selection.................2 1.3 A critical review of key references.......................................................................................3 Concept of Mobile Technology..................................................................................................3 Importance of mobile technology in influencing customer experience within Marriott hotel....3 Challenges faced by Marriott hotel in implementation of mobile technology............................4 Recommend different ways through which Marriott hotel can easily enhance customer experience...................................................................................................................................4 1.4 A research project specification............................................................................................5 1.5 An appropriate plan and procedures for the agreed research specification..........................6 TASK 2............................................................................................................................................6 2.1 Match resources efficiently to the research question or hypothesis......................................6 2.2 undertake the proposed research investigation in accordance with the agreed specification and procedures............................................................................................................................7 2.3 Record and collate relevant data where appropriate.............................................................9 TASK 3.........................................................................................................................................11 3.1 Use of appropriate research evaluation technique for study...............................................11 3.2 Analysis and interpret results for determining original specifications...............................11 3.3 Make recommendation and further area for consideration.................................................20 TAKS 4.........................................................................................................................................21 CONCLUSION.............................................................................................................................21 REFERENCES..............................................................................................................................22
INTRODUCTION Mobile technology is now become a most crucial part of day to day activities performed by an individual. This also supported businesses in improving their practices by getting a platform where direct relation can be maintain with customers for a long run by providing them more customised services(Neuhofer, Buhalis and Ladkin, 2015). Marriott International is an American multinational chain of hotels which provide accommodation and leisure related services within several different countries.This report contain a study over role that mobile technology plays within the growth and success of hospitality industry by enhancing the customer satisfaction. By conducting investigation over this topic refresher would be able to determine the manner in which mobile technology can be used by hotels to improve the customer experience. 1.1 Formulate and record possible research project outline specifications. Aninvestigationistotallydependoverspecificissueforidentificationofwhich investigation is performed. The activities performed within the investigation totally depend over the aims and objectives which are deigned by the researcher at beginning of project which help investigation by guiding them in right direction toward the accomplishment of objectives. Current investigation is based on “To identify the role of mobile technology in influencing customer experience within hospitality industry”. The current report is based on Marriott hotel which is an American international diversified hospitality company which operates a portfolio of several hotels as well as lodging facilities(Kandampully,Zhang and Bilgihan, 2015). Marriott hotel is registered under top hotels of world and top maintain its position it continuously work over improving its services either by providing more service options or simplifying the process followed by customers to access services. This investigation support in determining the changes that mobile technology brings within the manner in which customers are being served by Marriott hotel. This is because now a days people prefer more to use their smartphone in order to avail services and making decision regarding the company to be selected for purchasing a particular product or services. This the greatest advantage for several businesses as mobile technology provide them a medium to maintain a direct interaction with its customers and know their views so that proper rectification can be made to improve their service experience. Investigation over this topic is based on some aims and objectives which are mentioned below: 1
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Research Aim To identify the role of mobile technology in influencing customer experience within hospitality industry. A study on Marriott hotel Research Objective To develop basic understanding about the concept of mobile technology To identify the importance of mobile technology in influencing customer experience within Marriott hotel To determine challenges faced by Marriott hotel in implementation of mobile technology Recommend different ways through which Marriott hotel can easily enhance customer experience. Research Questions Explain about the concept of mobile technology? What is the importance of mobile technology in influencing customer experience within Marriott hotel? Describe about the challenges that are faced by Marriott hotel during implementation of mobile technology? What are the way that Marriott hotel must adopt for enhancing customer experience? 1.2 The potential factors that contribute to the process of research project selection A research can be defined as systematic exploration of a particular study as well as sources in order to implement several facts with an aim to reach over final outcome(Bowie and et. al., 2016).An investigation is based on some factors that support in selection of particular research project. These are mentioned below: Research scope:-The scope of this investigation is very wide as this report is based on role of mobile technology in improving the business operations. With this investigation Marriott hotel will be able to determine the number of ways that it must adopt in order to improve the quality of services with the help of mobile technology that help in reducing cost and maximizing customer satisfaction. Research limitations:-The main limitation of this report is that time and cost provided for investigation was very limited as a result of which researcher has prepared questionnaire for gathering information(Benckendorff, Xiang and Sheldon, 2019). Another limitation is that questionnaire include only closed ended questions which restrict the responses of participants, if 2
open ended questions asked to the respondents then researcher would be able to gather more information. 1.3 A critical review of key references. Concept of Mobile Technology According to Varsha Kumari, (2018), Mobile Technology has played a crucial roles in the development of not only the Hotels ad Resorts but also on the complete Hospitality Industry. It enables the customers of the this industries to have a variety of service to make use of sitting at their homes or at any other place. The fastest developing industry in the world is hospitality industry which has increased the customer experiences as the mobile apps of hotels are launched by them which provides the customers with a number of services such as the solution to their questions and queries, information about the hotel, nearby places, services of the hotel, design and interior of the Hotel(Bouck, Satsangi and Flanagan,2016). The information about these services are provided by the organisations on their mobile apps in order to provide assistance to their customers. In addition to this, mobile technology removes the distance problem for the customers as the information which they need to go and collect is now easily available at the place where they want to have. With the help of this technology, it has also become a reason of increase in the competition for the companies as not all the companies were providing this service to their customers. In addition to this, it also provides the company with better predications about the consumer behaviour on the very basis, the organisation could make changes in the services they are providing. This will help the company in making long term good relationship with the customers as with the help of providing the customer with new and innovated services of the company. Importance of mobile technology in influencing customer experience within Marriott hotel According to Andre Smith, (2017), the customers experiences are greatly influenced by the mobile technology used by the companies in their operations. The impact has increased in the reach of customers to the services of the company. In addition to this, in today's world, the mobile technology in hotels such as Marriott Hotel has become very important as all the bookings and queries of the customers are solved online website of the organisation. This has simplified the way of working of the companies as the decision about availing or not the services of an organisation is taken while sitting at their homes or any other place by the customers. 3
Another reason for the importance of this technology for the companies is because it provide the customers with the services provided by the company on online basis as the hotel provides the detailed information and pictures about what services they are going to provide to their customers. Customer services standards of these hotels and restaurants has also achieved much progress due to this technology. As the services of the company are managed and operated through online mode so this will help the company to focus more over the reviews and suggestions provided by the customers related to the services of Marriott Hotel. Challenges faced by Marriott hotel in implementation of mobile technology According to Valyn Perini, (2011), as the mobile technology provides the companies with several benefits that on the other hand there are also some bad impacts that are caused with the use of this mobile technology in the working of an organisation. As some customers have bad experiences with the services of the hotel, so they could also share their experiences with other people about what they hadand experienced in the Hotel. The negative reviews of people will impact negatively on the working of the organisation as the reviews will also be checked by other people and will impact upon the sales and profits of Marriott Hotel. In addition to this,the challenge is also related to the server connection which sometimes is lost. This also proves to be the reason of frustration of customers and they do not prefer to use of the services of the company. In this way, these kinds of challenges could be faced by the organisation at the time of making use of mobile technology. RecommenddifferentwaysthroughwhichMarriotthotelcaneasilyenhancecustomer experience According to Steven MacDonald, (2019), differenthotels faced different typesof challenges while making use of mobile technology in the working of the company. So on the very basis, there is a need for the companies to adopt suitable strategies in order to deal with the situation. In cases of bad server connection which creates problem for the customers in knowing about the hotel and their services so Marriott Hotel could make use of other means of communicating to the target market. In other words, it can be said the organisations such as Marriott hotel should not rely on only one means of communicating their customers but also adopt some other so that the customers could better reach to the services of Marriott Hotel. 4
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1.4 A research project specification. Research project specification contains a summary which represent the actual image of project by presenting the area that will be covered throughout the investigation. It represent the overall structure of research project which help reader in understanding the manner in which an investigation has been performed so that they become able to determine the aim behind conducting a particular section in investigation(Ooi and Tan,2016).Following point depict about the project specification:- Introduction:-This part contains a description regarding the research topic for providing an insight about the meaning of topic, main issues fro which research has been conducted and purpose behind selecting this topic. In addition to this it also contain aims and objectives for the accomplishment of which a research has be performed. Literature Review:-The section is consider as most crucial part of an investigation in which support in developing an understanding regarding current topic by critically evaluating the already available information over similar topic. This help in creating a base over which further investigation can be performed. Research Methodology:-This part of investigation represent the number of tools and techniques that are used to gather, arrange, evaluate and interpret effectively which in turn support within concluding the findings effectively and accomplishing main role behind investigation. Data analysis & Interpretation:-In this section, the data gathered by researcher will be analyzed effectively and then interpret with the help of thematic approach that support in presenting finding in more effective manner(Liu, Kauffman and Ma, 2015). This section is beneficial in identifying whether the gathered information support in accomplishing the main objective behind research or not. Conclusion & Recommendations:-This is the final section ofa research which represent the final summary of findings that have been determined throughout the investigation. On the bases of these findings recommendations will also be provided in this section regarding the actions that can be taken to overcome such issues. 1.5 An appropriate plan and procedures for the agreed research specification. In order to perform an investigation effectively it is very essential for researcher to plan the activities effectively that are required to perform in order to accomplish the research 5
objectives. For presenting the plan in effective manner Gantt chart will be used which is a pictorial representation of activities to be performed within investigation along with the time taken by them to get completed. TASK 2 2.1 Match resources efficiently to the research question or hypothesis. Hypothesis introduces to the assumption and a making of statement about any given situation. It might be correct or wrong(Hayden and Webster, 2014). According to this project, following are determined hypothesis: Null Hypothesis H0: Mobile technology help Marriott hotel to enhance customer experience. H1 Mobile technology not help Marriott hotel in enhancement of customer experience. Research questions Question 1:What are the concept of mobile technology? Ans: Mobile technology is the type of technology which is applied for cellular communication. Question 2:What are the importance of mobile technology in influencing customer experience within Marriott hotel? Ans:Mobiletechnologyinserviceindustryisdevelopingnewparametersbycreating personalized seamless experience for visitors. Mobile technology help a customers by saving its time and cost, providing medium for comparison of services and easy access to services. All these will assist a hospitality industry to enhance customers experience towards their services. Question 3:What are the challenges faced by Marriott hotel in implementation of mobile technology? Ans: There are different challenges which is faced by Marriott hotel while implementing mobile technology.Not implementing the right systems and procedures, Hacking of information and Negative publicity are identified main challenges which is going to be faced by hospitality sector. Question 4:What are the different ways through which Marriott hotel can easily enhance customer experience? 6
Ans: There are various ways must be used by Marriott Hotel in order to enhance customer experience. Personalisation Marketing, Smart Rooms and Internet of Things are identified best way for enhancing customer experience. 2.2 undertake the proposed research investigation in accordance with the agreed specification and procedures. There are different methods and approaches which will be used for collecting accurate data about the importance of mobile technology in enhancement of customers experience within hospitality industry(Law and et. al.,2018). Following are determined different methods and approaches of research methodology: Research Philosophy:Interpretivisim and positivism are consider two important part of research philosophy. According to current research, Interpretivisim philosophy will be used because it help in identification of research impact. On the other side, positivism philosophy is not useful for this research because it need more time and cost of an organisation or researcher. Research Approach:Inductive and deductive are introduces as a two types of research approach. For this project, inductive approach will be applied because it help an investigator by providing quality and accurate data about the importance of mobile technology in enhancement of customer experience. On the other hand, deductive approach is not useful for current research because it require data in form of facts, numbers etc. Data Collection:Primary and secondary are introduced as a two type of data collection methods which is applied by researcher. With the help of both methods, researcher will easily collectin-depthandappropriateinformationaboutthestudy.Underprimaryresearch, questionnaire will be applied(Kim and Jeong, 2018)As it will asset an investigator by giving reliable and valid data about the significance of mobile application in enhancement of customers experience. On the other side, for accumulating secondary information, books, magazines, journals etc. sources will be applied by Researcher. Sampling: Probability and non-probability are introduced as a two types of sampling method used for selecting sample size out of total population. Probability sampling method will be used for this project because with the help of this method, respondents will be selected on random basis. On the other side, non-probability sampling is not useful for this project because it 7
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require more time and cost of the company. Therefore, with the help of probability sampling, 40 respondents will be selected by researcher. Questionnaire Q1) Do you have knowledge about the basic concept of mobile technology? a) Yes b) No Q2) How does mobile technology affected the hospitality industry? a) Reducing cost b) Improving service and customer experience c) Enhancing operational efficiency Q3) What are the importance of mobile technology in influencing customer experience within Marriott hotel? a) Save cost and time b) Easy access to services c) Provide a medium for comparison of services Q4) What are the significance of higher customer experience for Marriott hotel? a) Improvement in brand image b) Increase in sales and market share c) Increase in customer base Q5) What are the different ways through which Marriott hotel can easily enhance customer experience? a) Personalisation Marketing b) Smart Rooms c) Internet of Things Q6) What kind of relation does mobile technology and customer experience have within hospitality industry? a) Positive b) Negative Q7) What are the challenges faced by Marriott hotel in implementation of mobile technology? a) Not implementing the right systems and procedures 8
b) Hacking of information c) Negative publicity Q8) What are the features of Mobile Apps for hotel industry? a) Mobile-friendly Websites and Apps b) Encouraging Self-service b) Maintaining Long-term Relationships with Customers Q9) Is customer experience essential for growth and success of Marriott hotel? a) Agree b) Strong agree c) Disagree d) Strongly disagree Q10) Provide recommendation for improving the customer experience towards brand. 2.3 Record and collate relevant data where appropriate. Research Instrument:Questioners introduces as an important and useful instrument of primary research which is used by researcher for accumulating reliable as well asvalid data about the effectiveness of mobile technology in enhancement of customer experience. Data analysis:Data analysis will be done with the help of thematic analysis. In this case, different themes will be made on each questions. As it will support a researcher to analysis accurate data in minimum time period. Q1)Doyouhaveknowledgeaboutthebasicconceptofmobile technology? Frequency a) Yes30 b) No10 Q2) How does mobile technology affected the hospitality industry?Frequency a) Reducing cost15 b) Improving service and customer experience14 c) Enhancing operational efficiency11 9
Q3) What are the importance of mobile technology in influencing customer experience within Marriott hotel? Frequency a) Save cost and time20 b) Easy access to services9 c) Provide a medium for comparison of services11 Q4)Whatarethesignificanceofhighercustomerexperiencefor Marriott hotel? Frequency a) Improvement in brand image11 b) Increase in sales and market share14 c) Increase in customer base15 Q5) What are the different ways through which Marriott hotel can easily enhance customer experience? Frequency a) Personalisation Marketing15 b) Smart Rooms15 c) Internet of Things10 Q6)Whatkindofrelationdoesmobiletechnologyandcustomer experience have within hospitality industry? Frequency a) Positive35 b) Negative5 Q7) What are the challenges faced by Marriott hotel in implementation of mobile technology? Frequency a) Not implementing the right systems and procedures10 b) Hacking of information16 c) Negative publicity14 Q8) What are the features of Mobile Apps for hotel industry?Frequency a) Mobile-friendly Websites and Apps11 10
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b) Encouraging Self-service9 b) Maintaining Long-term Relationships with Customers20 Q9)Iscustomerexperienceessentialforgrowthandsuccessof Marriott hotel? Frequency a) Agree20 b) Strong agree12 c) Disagree5 d) Strongly disagree3 TASK 3 3.1 Use of appropriate research evaluation technique for study. It is very essential for adopting an appropriate research evaluation technique that help in determining effective outcome of investigation. There are basically two type of assessment tools that are effective in evaluating the outcome and result of research which are explained below: Formative assessment:-It is consider as most essential part of research that involve identification of data, range of formal and informal assessment procedure which is conducted by researcher(Perekwa, Prinsloo and Van Deventer, 2016). This is consider to be an effective assessment that support in developing an understanding regarding the findings of investigation. Summative assessment:-This assessment work over examining the students learning at the end of education unit by comparing it with specific standard or criterion. 3.2 Analysis and interpret results for determining original specifications. Theme 1: concept of mobile technology Q1)Doyouhaveknowledgeaboutthebasicconceptofmobile technology? Frequency a) Yes30 11
b) No10 a) Yesb) No 0 5 10 15 20 25 30 30 10 Frequency Interpretation:-As per the view information represented by above mention data it has been interpret that mobile technology has now become a major part of today's' world where smartphones are involve in each activity that preformed either by a person or a business. The 30 out of 40 respondents state that they have basic knowledge about the concept of mobile technology. On the other side 10 out of 40 respondents said that they have no clue regrading the mobile technology for customer satisfaction. Theme 2: mobile technology affected the hospitality industry Q2) How does mobile technology affected the hospitality industry?Frequency a) Reducing cost15 b) Improving service and customer experience14 c) Enhancing operational efficiency11 12
a) Reducing cost b) Improving service and customer experience c) Enhancing operational efficiency 0 2 4 6 8 10 12 14 16 15 14 11 Frequency Interpretation:- According to the information presented through above given graph it has been interpreted that mobile technology have an huge impact over the operations performed by hospitality industry. The 15 out of 40 respondent said that mobile technology supported in reducing the operational cost of company. On the other side 14 respondents state that it support hotels in improving their services which in turn also help in enhancing customer experience. Apart from this 11 respondents said that mobile technology supported in enhancing the operational efficiency of hospitality industry. Theme 3:The importance of mobile technology in influencing customer experience within Marriott hotel Q3) What are the importance of mobile technology in influencing customer experience within Marriott hotel? Frequency a) Save cost and time20 b) Easy access to services9 c) Provide a medium for comparison of services11 13
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a) Save cost and time b) Easy access to services c) Provide a medium for comparison of services 0 2 4 6 8 10 12 14 16 18 20 20 9 11 Frequency Interpretation:-As per the above mentioned information it has been identified that mobile technology supported to a great extend in influencing the customer experience. From 40 respondents, 20 stated that it mobile technology support in saving the time and cost of customer as get information much quickly at relatively lower price. On the other side 9 respondents said that it help customer in access service more easily then in physical visit to hotel premises. Apart from this 11 respondents state that mobile technology provide a medium where customer can compare services among two hotels and make decision Theme 4: Significance of higher customer experience for Marriott hotel Q4)Whatarethesignificanceofhighercustomerexperiencefor Marriott hotel? Frequency a) Improvement in brand image11 b) Increase in sales and market share14 c) Increase in customer base15 14
a) Improvement in brand image b) Increase in sales and market share c) Increase in customer base 0 2 4 6 8 10 12 14 16 11 14 15 Frequency Interpretation:-As per the graph mentioned above 11 out of 40 respondents said that higher customer experience support in improving the brand image 9of Marriott hotel by getting positive review. On the other side 14 out of 40 respondents said that customer satisfaction support in increasing the sale as well as market share. Apart from this 15 respondents said that customer satisfaction leads to word-of-mouth publicity which in turn increase customer base. Theme 5 : ways through which Marriott hotel can easily enhance customer experience Q5) What are the different ways through which Marriott hotel can easily enhance customer experience? Frequency a) Personalisation Marketing15 b) Smart Rooms15 c) Internet of Things10 15
a) Personalisation Marketing b) Smart Rooms c) Internet of Things 0 2 4 6 8 10 12 14 16 1515 10 Frequency Interpretation:-As per the abovementioned graph it has been interpret that 15 out of 40 respondents state that by providing more personalised marketing, Marriott hotel will be able to enhance its customer experience. But 15 respondents state that smart rooms will help in improving customer experience. On the other side 10 respondents said that Internet of thing is the best option that help in impro0ving customer experience. Theme 6:relation that mobile technology and customer experience have within hospitality industry Q6)Whatkindofrelationdoesmobiletechnologyandcustomer experience have within hospitality industry? Frequency a) Positive35 b) Negative5 16
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a) Positiveb) Negative 0 5 10 15 20 25 30 35 35 5 Frequency Interpretation:-From the information presented above it has been interpreted that 35 out of 40 respondents said that mobile technology represent the positive relation with improving the customerexperiencewithinhospitalityindustrybysimplifyingtheprocessofaccessing information, booking services etc. On the other side 5 respondents state that mobile technology have negative impact over the customer experience within the hospitality industry. Theme 7: Challenges faced by Marriott hotel in implementation of mobile technology Q7) What are the challenges faced by Marriott hotel in implementation of mobile technology? Frequency a) Not implementing the right systems and procedures10 b) Hacking of information16 c) Negative publicity14 17
0 4 8 12 1610 1614 Frequency Interpretation:-From the above mentioned information it has been interpret that 10 out of 40 respondents state that major changes faced by Marriott hotel during implementation of mobile technology is that right system and procedure was not known. On the other side 16 respondents said that the major challenges faced by hotel is hacking of information. But 14 respondents said that major challenge was negative publicity due to dissatisfied feedbacks of employees. Theme 8: Features of Mobile Apps for hotel industry Q8) What are the features of Mobile Apps for hotel industry?Frequency a) Mobile-friendly Websites and Apps11 b) Encouraging Self-service9 b) Maintaining Long-term Relationships with Customers20 18
0 4 8 12 16 20119 20 Frequency Interpretation:-As per the above mentioned information it has been determined that 11 out of 40 respondents said that mobile-friendly website and application. On the other side 9 respondents said that mobile technology help in encouraging self-services which simplify process. But 20 respondents said that mobile app for hotel industry help in maintaining the long term relationship with customer. Theme 9 : customer experience essential for growth and success of Marriott hotel Q9)Iscustomerexperienceessentialforgrowthandsuccessof Marriott hotel? Frequency a) Agree20 b) Strong agree12 c) Disagree5 d) Strongly disagree3 19
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a) Agreeb) Strong agreec) Disagreed) Strongly disagree 0 2 4 6 8 10 12 14 16 18 20 20 12 5 3 Frequency Interpretation:-From the above mentioned information it has been identified that 20 out of 40 respondents are agree with the fact that customer experience essential for growth and success of Marriott hotel. But 12 respondents are strongly agree that customer experience leads to growth a and success of hotel. But 5 respondents are disagree as it increase the compliance in operations performed within the hotel. Apart from this 3 respondents strongly disagree because they think regular management is most crucial fro growth and success of Marriott hotel. 3.3 Make recommendation and further area for consideration From the above conducted investigation it has been found that there are number of issues that Marriott hotel found by implementing mobile technology within its operations. So, in order to overcome those following measures can be undertaken: For the positive outcome of mobile technology it is very essential for Marriott Hotel to follow proper procedure for managing its operations and to achieve this hotel must hire experts who can provide guidance to employees fro operating it effectively. In order to avoid hacking of data, Marriott hotel must focuses toward strengthening its security threat and system so that unauthorized person will not be able to access data. For reducing the negative publicity Marriott hotel must remain active to social media sites and try to revert over dissatisfied comments in order to resolve their issues which further help in creating a positive. 20
TAKS 4 Covered in PPT. CONCLUSION From the above given information it can be summarised that mobile technology plays a crucial role within the growth and success of a hotel industry. This is because by adopting mobile technology it become easier of organisations to interact with its customers and provide more personalised services by providing them 24 hour services. From the survey it has been found that majority of people state that mobile technology support customers in saving their cost and time as they get more discount over services, get easy access to services using mobile anywhere or anytime and also provide a medium for comparison of services that help in forming up decision. 21
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