Analysis of Digital Technology and Business

This assignment is focused on analyzing the role of digital technology in businesses. It includes a comprehensive review of existing literature on digital transformation strategies, including the work of authors such as Matt, Hess, and Benlian (2015) and Westerman, Bonnet, and McAfee (2014). The assignment also examines the importance of training employees for business success in the digital age, highlighting the need for employees to develop skills that are relevant to a rapidly changing business environment. Additionally, it explores the use of technology in business, including the impact of social media on customer engagement and the benefits of content marketing for attracting more customers.

Research Project

Topic: Implication of digital technology on Andrea Hairdressing Salon
CHAPTER 1: INTRODUCTION
1.1 Overview of Research
Digital technology is expalined develop new value in the business models, internal
capabilities as well as customer experience which assist in support core operations. The digital
business use technology for the purpose of developing new value in customer experience,
internal capabilities and business models which help in the support operations. Digital
technology consists digital and traditional players only brands which transforming business with
use of digital technologies (Baller, Dutta and Lanvin, 2016). Development of digital economy
that has made the people are more familiar with the digital services and products which are
driven the organisation to seek towards new benefits.
1.2 Background of Research
Digital technology develops necessary effects on the operations and growth of business.
No matter size of business, technology has intangible and tangible in nature that can help in
make money and also produce outcomes of demand of consumers. The technological
infrastructure impacts on culture, relationship and efficiency of business. In addition to this,
small business has main benefit when it comes to the digital technologies. Organisations
searching that through an integration of digital technology in business they can level playing area
and help business to reach at the new market place (Chaffey, 2015). Andrea Hairdressing Salon
is small scale beauty salon that is located in central Watford. This kind of business is developed
from the experience of hair dressers which provide the high quality of services to consumers.
Technology helps in run business. Virtual imaging, physical technologies and information
systems are mainly used to protect the styles and texture hair of client.
1.3 Rationale
Main reason for conducting this investigation is to get better knowledge regarding digital
technology concept in a better manner (Cocchia, 2014). It aids in better understanding about use
of digitalisation in business. Learner conducts an investigation for its self-interest. On the other
hand, leader can gain the better understanding and also knowledge about the specific research
area in an effective manner. It will help for learner to conduct any investigation in future without
face any type of complexities.
1

1.4 Research Aim
“To analyse effectiveness of digital technology on business”. A study on Andrea
Hairdressing Salon.
1.5 Research Objectives
 Effectiveness of the staff training on innovative technologies.
 To evaluate the relationship between Marketing and digital technology (social media) on
Andrea hairdressing Salon.
 Recommend various ways through which long term effect of operating technologies can
be obtained in Andrea hairdressing Salon.
1.6 Research Questions
 How staff training into digital technology will impact on Andrea Hairdressing Salon?
 How important is staff training in this study case?
 Is Marketing and Digital technology, a new way of attracting new customers?
 How important are the online platforms like Facebook, Instagram?
 How digital technology can improve the image of Andrea Hairdressing Salon?
2

CHAPTER 2: LITERATURE REVIEW
It is related to scholarly paper which includes present knowledge consisting substantive
findings. It is a reproducible, explicit and systematic method for determining, analysing and
synthesizing current body of the finished as well as recorded work that developed through
practitioners, scholars and investigators. It is mainly designed to give proper overview of the
sources which have to be explored while conducting an investigation concerned with particular
field. For completing a reserach, secondary methods of data collection have been used because it
provides opinions and viewpoints of different researchers.
2.1 Staff training into digital technology will impact on Andrea Hairdressing Salon.
As per opinion of Peri Elmokadem (2019), it has been stated that training program aids
staff members to learn the particular skills and knowledge to make improvement in performance
in current roles. Better training program is helpful in sustain right employees and also grow
profit level. Training helps employees to strengthen skills which each and every staff member
requires to be improve. It may minimize weak links within organisation which rely on the others
to finish basic work tasks. The modern training needs new approach to employee engagement
and learning. Staff training is a main part of HR department. Andrea Hairdressing Salon provides
training to its staff members so they can able to perform effectively and provide its goods to
employees. training is becoming most necessary in every area of work. Through investing the
resource in to training, Andrea Hairdressing Salon can develop its hairdressers to trained at high
level from services and technical viewpoint and also reinforce culture of organisation. Through
utilising internal salon educator’s facilities and resources of professional product suppliers which
complimented through some external providers which give complete and ongoing training to
team. With the help of using digitalisation in business, Andrea Hairdressing Salon can make
some improvement in creative practical and technical skills such as perming, haircutting, styling
and colour.
2.2 Staff training is important
On the basis of viewpoint of Emma O'Neill (2018) it has been stated that employee
training refers to specific program that is mainly designed to enhance knowledge or skills in staff
members on the basis of company needs. It plays a necessary role in progress of any person or an
organisation. The training is helpful in provide the better chance to enlarge knowledge base of
3

staff members but several managers search better alteration related opportunities expensive. Staff
training is helpful in enhancing change to sustain employees for long time period. Through
training, employees will get intended and will perform effectively. Other than this, some
importance of staff training mention below:
Improved employee performance- Staff members which receive important training
perform job. Training will provide employees of Andrea Hairdressing Salon more understanding
about responsibilities within role and also develop confidence. Under this, confidence is helpful
in increasing overall performance level and provide benefit to firm.
Addressing weakness- Many of the staff members will have some weaknesses at
workplace. Training program will allow to strength those skills which staff members requires to
improve. Providing required training develops overall knowledge employees which can take over
for the one other as required, work in a team without arising any kind of issue.
2.3 Marketing and Digital technology a new way of attracting new customers
According to opinion of RUSS HENNEBERRY (2013) it has been considered that
marketing is management and study of exchange relationships. When firm operating its business
then it need to be marketing its activities to attract, inform and also convert the new consumers.
The marketing activities are helpful in acquiring the acquiring clients. The salon discharges their
resources in to developing, honing and also executing the marketing programs with two
objectives in mind, first is to attaining maximum profit and other is to sustain at the market for
long period of time. Digital technology is better method to target people and attract them towards
the services and products of firm. Through using social media technology like Facebook,
Twitter, Instagram etc. company can communicate the people and provide all the specifications
to them about the products and services in detailed manner.
2.4 Online platforms important like Facebook, Instagram
As per opinion of Antony Maina (2018) it has been stated that Online media consists
music, photos and video over Internet. Online platforms are the effective way to attracting the
people and also communicate with them in an effective manner. They are time and cost saving
way to interacting with consumers. There are many different online platforms which firms can be
used but Instagram and Facebook are most usable online platforms.
Facebook- It is one of big social media network on the Internet in context to more
number of the people and also name identification. There are large number of people connected
4

on Facebook and also more than 1 million of small businesses which use platform in order to
advertise business.
Instagram- It is a kind of visual social media application. Many people use this platform
to post their information regarding fashion, art, subjects and food items. In this, people can
update photos and get the unique filters and photo editing features.
2.5 Digital technology can improve the image of Andrea Hairdressing Salon
As per opinion of Karehka Ramey (2012) it has been considered that technology affect on
the ability of organisation to communicate with customers. With the help of using advanced
technology, Andrea Hairdressing Salon can be to interact with consumers and also give them
attractive services in an effective way. The technology mainly developed to meet opportunity
and issue. The businesses use the technology for extend abilities to serve consumers. It is
necessary for salon to use technology to attain the set objectives within given time period. The
Instagram and Facebook are the effective tools to reach at the large number of people and also
helpful in improving brand image of Andrea Hairdressing Salon.
5

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Type of Investigation
Investigation tools are process, technique and plan of action that applied in data collection
for analyse in the case to bring out the potential data (Collins and Halverson, 2018). There are
multiple sort of investigation tools in which some are evaluated as under:
Qualitative research method- It is one of the knowledge base observation tool to gather
theoretical information and data. It is an effective market investigation tool which focus on
obtain the information through open- ended questions.
Quantitative research method- It is explained as in order research of different aspects
that are effective in collecting the quantitative information and also analysing the statistical and
machine tool.
This existing research project is depend over the qualitative aspects because it is theoretical
basis and provide the detailed information.
3.2 Research Philosophy
This is also an another imperative part of an exploration work which determines
appropriate guidance to carry out the work in proper manner (Diamond, 2015). This section is
categorised among interpretivism and positivism research -philosophy. In the present
investigation work interpretivism philosophy has been used by the researcher as to proper in-
depth analysing by analysing the opinion of various authors and writers.
3.3 Research Approach
It also determined to plan and process which involves steps of the broad presume to the
elaborated information accumulation tool, investigation and also representation. It is basically
depend over the type of investigation content that is being overcome. This section is relay on two
different sorts such as inductive and deductive. This present report is depend on inductive
investigation approach because it helps in render the abstractive analysis in an effective manner
(Korpela, Hallikas and Dahlberg, 2017).
3.4 Data Collection
Data accumlation is explained as systematic approach to gathering and analysing data from
many sources to get complete as well as accurate picture of interest area. Different data
collection methods mention below:
6

Primary research: Investigator conducted the primary investigation by gathering necessary
information and data directly from those people which carries required information. Various
sources to collecting data and information are observation, questionnaire, survey and many
others. To gather information, an investigator developed questionnaire through emphasizing aim,
objectives and the questions of research related to specific area (Ku, 2017).
Secondary research: Researcher use secondary method of data collection for getting the
positive outcomes. This tool of information aggregation is taken into consideration through
conducting the part of literature review. Within this, previous information has been considered
through researcher. The different aspects of gathering the secondary data are journal, articles,
books, internet sources etc.
3.5 Sampling
It refers to process or action of taking samples for analysis. Researcher selected 30 sample
size and also obtained convenient sampling tool in order to hold up the adaptability in
investigation (Matt, Hess and Benlian, 2015). This sampling method is type of the non-
probability sampling that consists sample that being drawn from part of population that is close.
3.6 Ethical considerations
Ethics is related to norms, values, principles, standards etc. which should be followed
through person when conducting any activities (Taylor, Fritsch and Liederbach, 2014). It is
essential for an investigator to follow all ethical guidelines when performing investigation
activities properly. Information should be confidential and should not be leaked.
7

CHAPTER 4: DATA COLLECTION & INTERPRETATION
8

9

Data Sheet
Q1) Are you aware regarding digital technology? Frequency
a) Yes 21
b) No 9
Q2) What are advantages of Digitalisation in business? Frequency
a) Improve productivity 12
b) Improve Customer Experience 7
c) Digital security 11
Q3) In what way, digital technology create its affect on the business
operations and activities of Andrea Hairdressing Salon?
Frequency
a) Positive manner 22
b) Negative manner 8
Q4) What is main affect of digitalisation on staff training? Frequency
a) Enhance efficiency of business 12
b) Development of new skills 10
c) Employee resistance 8
Q5) What is importance to employee training in business? Frequency
a) Improve employee performance 5
b) Improve employee morale and satisfaction 8
c) Reduce employee turnover 17
Q6) Does employee training helps in enhancing profitability and
productivity of Andrea Hairdressing Salon?
Frequency
a) Yes 20
b) No 10
Q7) Does Digitalisation assist in attract large number of consumers Frequency
10

towards Andrea Hairdressing Salon business?
a) Yes 16
b) No 14
Q8) What are the various online platforms that Andrea Hairdressing
Salon can be used?
Frequency
a) Facebook 6
b) Twitter 8
c) Instagram 16
Q9) According to your view point, how digitalisation can make
improvement in reputation of Andrea Hairdressing Salon?
Frequency
a) Provide high quality service 10
b) Customer satisfaction 8
c) Easy access 12
THEME 1: Knowledge regarding digitalisation concept
Q1) Are you aware regarding digital
technology concept?
Frequency
a) Yes 21
b) No 9
11

Interpretation: It has been stated from mention data that digital technology is wider area
concept and it aids in making business operations more effective. According to viewpoint of 21
respondents that they have knowledge regarding digital technology in better manner. There are 9
respondents which are not agree with mention statement.
THEME 2: Benefits of Digitalisation in business
Q2) What are benefits of Digitalisation in
business?
Frequency
a) Improve productivity 12
b) Improve the Customer Experience 7
c) Digital security 11
12
a) Yes b) No
0
5
10
15
20
25
21
9
Column B

Interpretation: Digitalisation helps in making the business operations easily. 12 respondents
said that digitalisation is helpful in improving productivity of business because by using
digitalisation in organisation that can able to conduct its business operations in rapidly and
easily. There are 7 respondents and according to them, technology assist in making experience of
customers better. 11 respondents are agree with digital security.
THEME 3: Digitalisation affect on business activities
Q3) In what way, digital technology affect
on business activities of Andrea
Hairdressing Salon?
Frequency
a) Positive manner 22
b) Negative manner 8
13
a) Improve productivity
b) Improve Customer Experience
c) Digital security
0
2
4
6
8
10
12
12
7
11
Column B

Interpretation: The Digitalisation affect on business in a negative and positive manner.
According to view point of 22 respondents that Digitalisation impact on the business in positive
manner because it reduce the manufacturing cost and make the services better. Through using
digital technology in business, Andrea Hairdressing Salon can able to give training to its staff
members. According to opinion of 8 respondents that digital technology develops negative affcet
on the business because there is less security involved.
THEME 4: Impact of digital technology on staff training
Q4) What is the affect of digital technology
on staff training?
Frequency
a) Enhance efficiency of business 12
b) Development of new skills 10
c) Employee resistance 8
14
a) Positive manner b) Negative manner
0
5
10
15
20
25 22
8
Column B

Interpretation: Staff training is most necessary for the company. It aids in increasing skills and
knowledge of staff members. According to 12 respondents and they said that digital technology
aids in increase business efficiency. As per opinion of 10 respondents and they said that training
to employees, their skills will be enhanced and they are able to perform the business activities
and operations in better manner. There are 8 respondents and they said that employee resistance
is a main impact of digital technology on employees training.
THEME 5: Importance to employee training in business
Q5) What is importance to employee
training in business?
Frequency
a) Improve employee performance 5
b) Improve employee morale and satisfaction 8
c) Reduce employee turnover 17
15
a) Enhance efficiency of business
b) Development of new skills
c) Employee resistance
0
2
4
6
8
10
12
12
10
8
Column B

Interpretation: Training is most important for the productivity of employees as well as
organisation. There are 5 respondents which said that training aids in improving performance
level of employees. According to opinion of 8 respondents that through training satisfaction level
and morale of employees increased in an effective manner and by this they will be sustain at
workplace for long time period. On the basis of viewpoint of 17 respondents that training assist
in reduction employee turnover because if employees will be properly trained then firm do not
need to replace them and hire new.
THEME 6: Employee training helps in enhancing profitability and productivity
Q6) Does employee training helps in
enhancing profitability and productivity of
Andrea Hairdressing Salon?
Frequency
a) Yes 20
b) No 10
16
a) Improve employee performance
b) Improve employee morale and satisfaction
c) Reduce employee turnover
0
2
4
6
8
10
12
14
16
18
5
8
17
Column B

Interpretation: It has been stated from mention graph, it has been considered that there are 20
respondents and they said that employees training helps in increasing productivity and also profit
level of salon. As per opinion of 10 respondents that training only enhance knowledge and skills
of employees not profitability of business.
THEME 7: Digital technology is helpful in attract the large number of consumers
Q7) Does Digitalisation a is helpful in
attract the large consumers towards
Andrea Hairdressing Salon business?
Frequency
a) Yes 16
b) No 14
17
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: Digital technology is better method to communicate people and give them
attractive products and services properly. There are 16 respondents and they said that digital
technology is helpful in attract the more consumers towards salon business. There are 14
respondents and they are not agree with this give statement.
THEME 8: Different online platforms which Andrea Hairdressing Salon can be used
Q8) What are the different online platforms
which Andrea Hairdressing Salon can be
used?
Frequency
a) Facebook 6
b) Twitter 8
c) Instagram 16
18
a) Yes b) No
13
13.5
14
14.5
15
15.5
16
16
14
Column B

Interpretation: As per opinion of 6 respondents that Facebook is one of the main online
platform that Andrea Hairdressing Salon can be used because on this, there are large number of
people are connected and salon can easily target to them. Through this, salon can interact easily
with the customers and also give them information about the products. There are 8 respondents
and according to them Twitter is better online platform. There are 16 respondents and according
to them Instagram is an effective online platform because on this salon can post photos, videos
etc. regarding its services.
THEME 9: Digital technology can make improvement in reputation of Andrea
Hairdressing Salon
Q9) According to your view point, how
digital technology can make improvement in
reputation of Andrea Hairdressing Salon?
Frequency
a) Provide high quality service 10
b) Customer satisfaction 8
c) Easy access 12
19
a) Facebook b) Twitter c) Instagram
0
2
4
6
8
10
12
14
16
6
8
16
Column B

Interpretation: The organisation use digital technology in its business for many reasons such as
increasing efficiency of business operations, target new market, enhance productivity and man6t
others. There are 10 respondents and according to them if salon will provide the high quality of
services to respondents then in this case the brand image will be improved. There are 8
respondent and according to them, customers satisfaction is most necessary to improving brand
image. 12 respondents are agree with the easy access to services.
20
a) Provide high quality service
b) Customer satisfaction
c) Easy access
0
2
4
6
8
10
12
10
8
12
Column B

CHAPTER 5: CONCLUSION, REFLECTION AND RECOMMENDATION
5.1 Conclusion
The overall analysis of the project determined that digital advancement is assistive in
provide the benefits to enterprises and performing business operations within limited duration of
span. Digitalisation aids helps in reducing manufacturing cost or render better choice of
employment to company. Andrea Hairdressing Salon use digital technology for render training
to its organisational people so that they can able to provide better consumer experience to the
customers in an effective manner. This research helps in better understanding about the digital
technology concept. It helps in increasing the development or productiveness of business
significantly.
5.2 Reflection
This investigation is taken into consideration on “Implication of digital technology on
Andrea Hairdressing Salon.” and it is a wide area of research. Main reason for selecting this
topic is to develop knowledge related to digitalisation concept and also its affcet on business and
also gain competitive benefit. For the purpose of conducting this investigation, I used qualitative
method of data collection as it gives theoretical information that is more easier in getting the
positive outcomes. Apart from this, I used the descriptive research design that help in provide the
detailed information concerned with specific area. In addition to extract outcomes from gathered
data, interpretivism research philosophy has been used because it is based on the qualitative
approach that support in presenting researcher viewpoint.
5.3 Recommendation
Some of the recommendations are given below:
 Andrea Hairdressing Salon should conduct market research to aware about the existing
competitors, customers demands etc.
 Andrea Hairdressing Salon should adopt the advanced technology to provide training to
its staff members.
 Andrea Hairdressing Salon should hire the talented staff members so that they can able to
give high quality products to clients.
21

Alternative Research Methodology
Research method that is mainly used for conducting research is questionnaire that
supported up to the larger extend for identifying view point of respondents. Research is helpful
in provide the brief explanation and validation of the specific area. As research topic is wider and
questionnaire support in deciding specific criteria to investigation so that aims and objectives can
be attained in better manner. Apart from this, interview can also be used as alternative
methodology for the purpose of conducting this investigation. It is helpful in determining about
the thoughts of respondents regarding the particular area. This method is time and cost saving to
complete an investigation significantly.
22

REFERENCES
Books & Journals
Baller, S., Dutta, S. and Lanvin, B., 2016. Global information technology report 2016. Geneva:
Ouranos.
Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson Education
Limited.
Cocchia, A., 2014. Smart and digital city: A systematic literature review. In Smart city (pp. 13-
43). Springer, Cham.
Collins, A. and Halverson, R., 2018. Rethinking education in the age of technology: The digital
revolution and schooling in America. Teachers College Press.
Diamond, L., 2015. Liberation technology 1. In In Search of Democracy (pp. 132-146).
Routledge.
Iansiti, M. and Lakhani, K. R., 2014. Digital ubiquity: How connections, sensors, and data are
revolutionizing business.
Korpela, K., Hallikas, J. and Dahlberg, T., 2017, January. Digital supply chain transformation
toward blockchain integration. In proceedings of the 50th Hawaii international
conference on system sciences.
Ku, R. S. R., 2017. The creative destruction of copyright: Napster and the new economics of
digital technology. In Copyright Law (pp. 207-268). Routledge.
Laudon, K. C. and Laudon, J. P., 2015. Management Information Systems: Managing the Digital
Firm Plus MyMISLab with Pearson eText--Access Card Package. Prentice Hall Press.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering. 57(5). pp.339-343.
Taylor, R. W., Fritsch, E. J. and Liederbach, J., 2014. Digital crime and digital terrorism.
Prentice Hall Press.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Online
HENNEBERRY, R., 2019. How to Attract More Customers With Content Marketing. [Online].
Available through: <https://www.socialmediaexaminer.com/how-to-attract-more-
customers-with-content-marketing/>.
Maina, A., 2019. 20 Popular Social Media Sites Right Now. [Online]. Available through:
<https://smallbiztrends.com/2016/05/popular-social-media-sites.html>.
O'Neill, E., 2018. The Importance of Training Employees for your Business. [Online]. Available
through: <https://www.learnupon.com/blog/importance-of-training-employees/>.
Ramey, K., 2017. USE OF TECHNOLOGY IN BUSINESS. [Online]. Available through:
<https://www.useoftechnology.com/technology-business/>.
23