Research Project Impact of Social Media
Added on 2020-06-05
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RESEARCHPROJECT
Table of ContentsResearch Title..................................................................................................................................1Research Background......................................................................................................................1TASK 1............................................................................................................................................21.1 Project outline specification..................................................................................................21.2 Factors which affect the investigation...................................................................................21.3 Critical review of the investigation topic..............................................................................31.4 Methods of the research methodology..................................................................................51.5 Plan and procedure for research specification......................................................................7TASK 2............................................................................................................................................92.1 Match resources for the investigation...................................................................................92.2 Proposal research investigation in accordance ..................................................................112.3 Collect information about the research...............................................................................11TASK 3..........................................................................................................................................143.1 Evaluation method for justification.....................................................................................143.2 Interpretation and analysis of outcome...............................................................................143.3 Recommendation and area of improvement.......................................................................22TASK 4..........................................................................................................................................234.1 Converted in PPT................................................................................................................23REFERENCES..............................................................................................................................24
Research TitleTo analyse the impact of social media on the customer choice and behaviour: A case study aboutthe Marriott HotelResearch BackgroundIn order to attain the effective success and growth in the business enterprise, customersplay a very crucial role. It is very important for the company to understand the requirements ofthe customer and fulfil them. While customers are fully satisfied then it becomes easy to sustainin the market for long time. On the other hand, if customers are not effectively satisfied then it isvery difficult to achieve the target goal. In addition to this, business enterprises, should consideron those strategies and measures which assist in improving the customer’s attraction andsatisfaction. Consumer behaviour is very dynamic and it affected by the various psychological,demographical, behavioural, social factor etc (Rose, 2016). Company should understand theseelements of consumer behaviour and must try to deliver the services and commoditiesaccordingly. While corporation effectively understand the behaviour of consumer then it can ableto meet their requirement. Consumer behaviour is a study of person, group of people andorganisation about the taste and preferences of the product and services. Customers are moreattracted toward the company which provide impressive services and best quality commodities.In order to attract the customers in the high context, corporation should focus on such impressivestrategies. Social media is one of the platform which assist the company in understanding thecustomer behaviour and developing effective relationship with them. It is a medium by whichcompany can easily share information about their products and services to customer and get theirfeedback. In the present time, the use of social media is increasing high context becausecustomers require faster purchasing and delivery. With help of social media, customers caneasily access the products and services and information related to them.In the present report, various themes about the customer behaviour has been discussedbecause the main aim of investigation is to analyse the impact of social media on the customer’schoice with respect of Marriott Hotel. Cited venture is required to increase its profitability andmarket share by delivered impressive goods and services to its customer. Thus, social media isbest platform to understand the actual customer behaviour. Scholar have applied variousmethods of the research methodologies in order to address an appropriate outcome.1
TASK 11.1 Project outline specificationResearch Aim“To analyse the impact of social media on the customer choice in hospitality industry: A casestudy of Marriott Hotel”Research ObjectiveTo explore the meaning and concept of the customer choice and behaviour related to theservices.To understand the meaning of social media and its various techniquesTo analyse the significance of the social media techniques within the hospitality industryTo recommend the strategies by which social media can attract more customers.Implication of resourcesIn order to conduct the investigation, investigator requires three major resources, that arehuman resource, financial resources and time. Researcher has very limited time period and it isvery difficult to outright the investigation due to shortage of time. Furthermore, financialresources are another challenge for the scholar because it is required in various activities likeprinting questionnaire, transportation, internet expense etc. Due to lack of sufficient financialresources, it is very difficult to carry out the investigation. In order to overcome the impact oftime, scholar will use the Gantt chart method under which each activity is organised according totime. In addition to this, in order to overcome the impact of finance, researcher have usedactivity based costing method.1.2 Factors which affect the investigationIn order to select this topic of consumer behaviour, investigator interest is one of thereason by which he selected this topic. In addition to this, another reason for selecting this topicis that scholar have sufficient resources for collecting information about this topic. Moreover,researcher wanted to know about the impact of social media in the customer behaviour that iswhy this topic has been selected.1.3 Critical review of the investigation topic Concept of customer behaviour2
As per the view of aylor, Bogdan and DeVault, (2015) consumer is any individual who purchaseproduct and services from the market for his or her end use. While customer purchase anyproduct and services then it affected by the various components like psychological, social,behaviour, demographical etc. In the opinion of Smith, (2015) consumer behaviour is a branchwhich deals with the various stages a consumer goes through before purchasing product andservices for his end use. It consists with an idea, feeling, experience with additionalenvironmental factors like price, commends and ads. Consumer behaviour is a dynamic, complexand multidimensional process and all marketing decision are taken based on the assumptionabout the consumer behaviour. In the opinion of Özerdem and Bowd, (2016) while any companydesire to earn an impressive profitability and market share then it is very important for them tounderstand the consumer behaviour. With help of understanding buyer behaviour, company caneasily deliver the right product and services to the right person and at the right place.Meaning of the social media and its various techniquesAccording to the view of Stelzner and Michael, (2011) social media is a kind of tool by whichcompany can introduce and promote its product and services in the market. It is a form ofelectronic communication through which people create online communities to share information,idea, thoughts etc. With assistance of the social media platform, firms can easily postinformation about their products and services in order to attract large number of customer. Inaddition to this, customer can directly get the information from various channels like You tube,Facebook, Instagram, twitter etc. In order to connect with social media, company have to createits own page on this platform. In the opinion of Safko and Lon, (2010) social media is acomputer mediated technology which facilitates the creation and sharing of information, interest,career and other forms of expression via virtual communities and network. Social media canoperate with web based technologies like computers, mobile, tablets, smartphones etc. It ishighly interactive platform by which company can directly communicate with end user andidentify their needs and wants of the product and services. In the opinion of Özerdem and Bowd,(2016) social media is a source by which information can exchange between the people. Thereare various platforms on the social media like You Tube, Facebook, Instagram, Twitter etc. Inthis manner, Facebook is a platform which is mostly used by the customers. With help of socialmedia channels, corporation can able to influence customers for purchasing their commodities.3
Importance of social media in the hospitality industryAs per the view of Hays, Stephanie, Page and Buhalis, (2013) in the hospitality industry,company have main objective is to deliver an impressive and high quality of services to thecustomer and satisfy their needs and wants. In order to attain the success sin this sector, companyrequired to understand the needs and wants of the customer about the services likeaccommodation, food, entertainment etc. While company effectively understand their needs thenit becomes easy to render services. In this manner, social media is best platform which can assistto the hospitality industry in large manner. Corporation can attract the large number of customerby this platform by posting the images, video and content of the hotel services likeaccommodation, entertainment etc. Tourist are the main customer for the hospitality industry sosocial media help it to connect with its potential customers. Organisation can directlycommunicate and connect with customer who is out of the city, state and country. In addition tothis, customer can book their room and other services with help of social media. In thecontradicting view Fotis, John, Buhalis and Rossides, (2012) stated that social media assist to thehospitality industry in the context of promotion and advertisement. Many organisations in thehospitality industry have begun to offer promotions and special deals to customers via socialmedia channels. By rewarding customer for linking their social media profiles to theirbusinesses, hotel and airlines encourage them to continue providing free advertisement oversocial media sites and begin to build customer loyalty to their brand.Impact of the social media on the customer choice and purchasing behaviourAs per the view of Rose, (2016) social media is one of the platform by which company andcustomer can easily connect with each other. In order to attract the large numbers of customer,social media helps to the corporation in large manner. In the hospitality industry, social mediaplays a very crucial role as it assist in identifying the actual customer and needs about theproduct and services. On the contradicting view Dinan, (2010) social media influence thecustomer’s choice and preferences about the product and services in large manner. At the variouschannels of the social media like Facebook, you tube, Instagram, twitter etc company can post itsinformation about the commodities. It can post the links, content, video, audio and images of theservices and items. While customer get the information about the commodities then they4
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