Business Research Project Digital Technology
Added on 2020-06-05
36 Pages7117 Words56 Views
BUSINESS RESEARCHPROJECT
Table of ContentsLO 1.................................................................................................................................................1P1. Research proposal............................................................................................................1P2 Research methods to conduct primary and secondary research........................................7LO 2 ................................................................................................................................................8P3 Tools and techniques for research findings and data collection........................................8P4 Appropriate analytical tools to analysis research findings and data.................................9LO 3...............................................................................................................................................14P5 Communicate research outcomes in appropriate manner to intend audience.................14LO 4...............................................................................................................................................15P6 Reflect on effectiveness of research methods to meet with objectives of the businessproject...................................................................................................................................15P7 Consider alternative research methodology....................................................................15REFERENCES..............................................................................................................................17Appendix........................................................................................................................................22Research Proposal Form (contd.)...................................................................................................22Research Ethics Approval Form...........................................................................................24APPENDIX....................................................................................................................................31
LO 1P1. Research proposalBackground of the studyDue to the high level of competition in the competitive business environment, it is veryimportant for the company to adopt such impressive tactics and strategy that support to businessin increasing its value in the market. In order to achieve desired profitability and market sharewithin the business environment, company required to satisfy customers in the market. It ispossible while company meet the demand of buyers and provide them quick and fast services. Inthe hospitality sector, entire profitability and market share of hotel is largely depends uponcustomer so it is very necessary to meet their expectations (Public relations tools and activities,2018). In this aspect, digital technology is one of the important source that can help tocorporation in the hospitality sector in effective and efficient manner. With help of varioustechniques and tools of the digital technology like mobile phone, laptop, computer, internet,social media, etc company can easily improve the speed of business operation. In this sector,hotel can increase the effectiveness of customer service delivery. The present report is based onthe significance of the digital technology in order to improve customer services withinHospitality sector. For achieve this purpose, individual have will carry out study by implementseveral techniques of research methodology.AimTo analyze the impact of digital technology on delivering effective services to the customers inHilton hotel: A study on hospitality sector of UK. ObjectiveTo understand the concept of digital technologyTo examine several ways to carry out business activities by use of digital platformsTo determine relationship between customer service delivery and digital technology inthe hospitality sectorResearch QuestionWhat is the meaning of digital technology?What are several techniques and ways to perform business digitally?1
What is the impact of digital technology on the customer services delivery withinHospitality sector ?Rationale of the studyAt the time of selecting the subject of proposed study, individual have influenced withseveral components that affect directly interest of scholar. One of the crucial force is scholarinterest and curiosity of individual about to learn something new about the subject. Researcherdesires to gain the deep knowledge and understanding about the digital technology and its role inthe hospitality sector. Another major reason is that scholar desires to convert its theoretical ideaand concept in the practical life that s why this topic has been selected in the presentinvestigation.Significance of the studyIn the current research, scholar have main purpose is to identify and determine the role ofdigital technology in improve the customer service delivery within Hospitality sector. In thisstudy, several aspects of the digital technology will consider by investigator like its associatedmethods, role, implication on the hospitality sector etc.Research methodologyFor achieve the aim as analyze the impact of digital technology on the customer servicedelivery within Hilton Hotel, researcher have applied several kinds of the techniques of researchmethodology. These techniques are discussed in the following manner-Research design- Research design is a technique to distinguish the examination issue andgathering and breaking down factor arrangement of issue. There are significant two sorts ofresearch outline that is investigated and illustrative (Nakkeeran and Zodpey, 2012). In thepresent research, descriptive research design has been selected which assists to find appropriateinformation through data analysis. Research Philosophies- Research methods of insight is vital piece of the examination whichenables the specialist to comprehend the genuine issue of the investigation. There are two sortsof research theory that is interpretivism and positivism (Monsen and Horn, 2007). With the helpof interpretivism research philosophy, researcher consider data analysis in successful way. Itassists to solve issue and problem to find desired results. Research approach-Research approach is another real piece of the examination philosophywhich enables researcher to distinguish the correct arrangement of research question either by2
applying speculations or theory (Mohana, 2010). There are real two kind of research approachthat is inductive and deductive which help examiner to play out the exploration work. Researcherselects inductive approach, which based on certain facts that investigate to examine better resultsand outcomes in appropriate manner. Data collection- Data accumulation is another major vital piece of the examination throughwhich examiner can gather the data and information about the subject and direct profoundinvestigation. This strategy help with recognizing the best aftereffect of the examinationobjective (Miller and et. al., 2012). There are two ways to collect appropriate data such asprimary and secondary. Primary data collected from questionnaire which develop throughconduct survey in research. Furthermore, secondary data collected from previous research andauthors views which assists to gather relevant information. Sampling- In order to collect information about the impact of digital technology on the customerservices delivery within the Hilton hotel, researcher will select 10 managers of Hilton hotel in thedifferent functional department (Khalid, 2009). Furthermore, researcher will apply randomsampling method for obtain appropriate outcome of study.Time scaleActivities ofresearchplan1thWeek2ndWeek3rdWeek4thWeek5thWeek6thWeek7thWeek8thWeek9thWeek10thWeekSelection ofthe researchsubjectLiteratureReviewResearchmethodologyPreparingquestionnaireDatacollectionDatainterpretatio3
n andanalysisConclusion&RecommendationModification as perfeedbackFinalsubmissionLiterature reviewConcept of digital technology for hospitality industryAccording to the opinion of Paustenbach, (2015) the development in technology hasprovided opportunities to companies but at the same time, it has also increased the chances ofrisks. Advancement in technology has given rise to stiff competition in the industry. As per theview of Barzilay (2002) The research on the subject matter related to the analysing the role ofdigital technology has been influenced by the fact that some of the big organisations are utilisingthe digital technology for improving customer services. It has been identified such organisationshave been successful in accomplishing objectives. This study has been conducted by the scholarwith the intention to develop the understanding about the way digital technology can be used forimproving customer service and its influence on client perception. As per the view of Barber (2002) innovative or combination of models or approachesshould be adopted by the researcher , as this will assist in gaining depth knowledge about thefield. According to the perceptive of Hays, Page and Buhalis (2013)digital media provides firman opportunity to interact directly with customers and identify their needs and demands. As it isno possible for an organisation to conduct market research at regular interval becauseinvestigation is very time as well as cost consuming procedure. With the support of digital mediathe company can easily recognise the demands of customers without incurring much cost. Digitaltechnology also provides business entity a change to reach wide number of customers. 4
As per the opinion of DeMers (2014) digital media does not always support in improvingcustomer services. This is because it is the only platform through which communication can bedone with the clients (Baskerville and Wood-Harper,2016). According to the view of Borghoffand Pareschi eds., (2013) digital technology is that source within the company that help inincreasing the effectiveness, features, quality, speed of the process of business as well as productand services. All digital platforms and resources such as mobile phone, laptop, social media arecome under the digital technology. In the opinion of Bulgurcu, Cavusoglu and Benbasat, (2010)in the hospitality sector, hotel can enhance the speed of customer service delivery by use of thecomputer, mobile phone, internet, wifi etc. In the opinion of Johnson and Christensen, (2010)social media is one of the most useful digital platform which can help to hotel in large manner.With help of social media company can easily promote and advertise its product and services inthe market and acknowledge about the customer review, feedback and comments about existingservices of the hotel in the market. Social media platform also help to company in providinginformation about the existing services to customer. Buyer can easily book their room,accommodation service by use of the social media platform. Customer can make the paymentabout their service in fast and frequent manner with help of digital technology.Impact of digital technology on customer service in HotelAccording to the views of Serrezuela, Chavarro and Cabrera, (2017), Hilton Hotel isoperating in hospitality industry which is very big and consists of highly competitiveenvironment. Competition has great effect on the growth as well as success of firm. Anorganization in order to survive in highly competitive as well as dynamic business environmentis required to focus on improving the customer services. As this will help business entity indeveloping the strong relationship with clients. It will also support an organization in retainingcustomers for long time and attracting more numbers of consumers. On the other hand, Downesand Bishop, (2015) stated that the manager in Hilton Hotel are taking high initiative by planningstrategies as well as tactics to provide memorable experience to customers. Company canachieve its several business objectives by adopting or implementing digital technology atworkplace. As this will assist business entity in customer services. With the support of digitaltechnology, an organization can directly contact or communicate with client which will furtherassist firm in identifying the needs of customers. Digital technology will help business entity in5
providing the customer an opportunity to design their product or services as per their choice andrequirement (Carroll and Shabana, 2010). As per the point of Głowacz and Pietroń, (2017), by utilizing the digital media firm canprovide detail about the goods or services offered by an organization and can demonstrate thebenefit for the same. It has been identified in between investigation that not all the technologiesare appreciated by the customers. Technology is the factors which not only help firm inimproving customer services but also assist business entity in increasing uniqueness as well asgaining competitive advantage. It also provides organization an opportunity to develop innovateproducts and services which further support enterprise in providing satisfactions to customers.Beside this, English and Kirshner, (2016) explored their views that it has been analyses from theinvestigation that , business entity by implementing the digital technology can provide additionalas well as quality services to clients. It also allows firm to provide positive experience to theirguest. Digital technology also have great a well as significant influence on customer behavior.By implementing the digital technology at work place company will able to gather theinformation about the customer perception about the services or products offered by anorganization. It will also aid management team in identifying the performance gap and planingthe strategy or tactics for the same(English and Kirshner, 2016)Several ways to carry out business activities by use of digital platformsAs per the views of Han, Chih-Lin and Rowell, (2015), digital technology platformcontain different ways in business to develop significant advantages. In this regard, effectivenessalso increases continuously to develop profitability and productivity. In this way, creativitycontinuously ascertained with using digital technology platform. Therefore, in target markethospitality industry can easily implement their functions to promote desired results. In order tomake enterprise digital, there are several ways adopted that helps to increase significantadvantages at workplace. For instance, Google Drive contain important role in whole team tolead with business activities. On the other hand, Accha and Sharma, (2017) stated that Facebook,Twitter, etc. are take important role to implement successful digital technology. This is because,this tools are more becoming and integral part that is more efficient and profitable for the wholeenterprise. These elements majorly create impact to perform several functions and operations ofthe organisation.6
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