Influence of Technology for Customer Service in Hospitality Industry

Influence of Technology for Customer
service in Hospitality Industry
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Contents
INTRODUCTION......................................................................................................................1
Back ground of study.............................................................................................................1
Aim and objectives.................................................................................................................2
Research question...................................................................................................................2
The rationale of the present study..........................................................................................2
Structure of the report............................................................................................................3
LITERATURE REVIEW...........................................................................................................5
Introduction............................................................................................................................5
Current trends in technology related to the hospitality sector................................................5
Role of technology for influencing satisfaction of customers within hospitality industry....7
Role of technology for influencing the productivity of hospitality firm................................8
RESEARCH METHODOLOGY...............................................................................................9
Introduction............................................................................................................................9
Research Approach................................................................................................................9
Research Type........................................................................................................................9
Data Collection.....................................................................................................................10
Sampling..............................................................................................................................10
Data Analysis.......................................................................................................................11
RESULTS................................................................................................................................12
Introduction..........................................................................................................................12
Thematic analysis.................................................................................................................12
DISCUSSION..........................................................................................................................17
CONCLUSION AND RECOMMENDATION.......................................................................20
REFERENCE...........................................................................................................................22
APPENDIX..............................................................................................................................25
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Questionnaire.......................................................................................................................25
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INTRODUCTION
Back ground of study
Hospitality firms have identified significant changes in the business operations due to
the emergence of latest technologies, changes in the interest of customers, alteration in
different factors of the business environment. In the contemporary business environment,
companies that are involved in hospitality business are considering different kinds of business
strategies and approaches for influencing satisfaction level of customers and attracting new
customers (Kandampully, Zhang andBilgihan, 2015). In this process, hospitality companies
have focused on a wide range of creative services that could create a distinct image of
organisation within a highly competitive market. Therefore, companies in the hospitality
business are facing tough competition with various domestic and international firms because
new firm are tried to enhance their market share by offering a wide range of unique products
and services.
In the context of hospitality business, the service rendering process, as well as quality
of final service, has been addressed as key terms that are having a direct impact on the
perception of users (Kandampully, Bilgihan and Zhang, 2016). It has addressed that
technology is playing a critical role for influencing overall business operation and customer
rendering process within the hospitality business. The emergence of latest technologies have
provided different platforms through which a hotel organisation can manage different
business practices such as marketing and promotion, staff management, formulation of some
creative services, need assessment for customers, front desk operations management and staff
management. In the contemporary business environment, technology plays critical for
increasing coordination among various activities of hospitality firm i.e. front desk, food, and
housekeeping and other along with the formulation of new services that could offer some
unique experience to visitors (Mandal andBagchi, 2016).
As per the current trends in hospitality industry, there are several innovations
identified in technology that are having a huge impact on the hospitality industry. Further
investigation has found that the expectations have been growing by the day within hotel
industry so as management are adopting various for creation on groundwork of customer
service so as a guest can get best services from customers. In addition to that, it has identified
that technological advancement must be aligned with guest expectations through which an
organisation is able to present its distinct image in comparison of with other competitors
(Lee, 2016). In the context of current advancement in technology, there are several platforms
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identified that play an important role for improving the service quality and efficiency of
hospitality firm that include Service in Cloud, Automated Check-in and Check-out process,
The mobile guest, Application of Social media, Virtual Reality and Robotics. By considering
different technology-based tools, a hospitality firm is able to facilitate some unique
experience to visitors that could play a critical role in enhancing the brand value and
Goodwill of the hotel. All these factors lead a positive impact on the satisfaction level of
customers that is termed the most essential element for assessing competitive edge overall
other companies.
Aim and objectives
Aim
The aim of an investigation determines the primary motivate that influences the
overall research process. The aim of the present study is “To evaluate the impacts of
technologies for customer service in hospitality industry”
Objectives
 To investigate current trends in technology related to hospitality sector
 To evaluate the importance of technology for managing customer satisfaction during
customer service
 To determine the role of technology for increasing productivity of the hospitality
industry
Research question
What are the impacts of technologies for customer service in hospitality industry?
The rationale of the present study
The emergence of various tech-based solutions is playing critical role for influencing
the lifestyle of people along with their expectations. Therefore, the present study is aimed to
evaluate the impact of technology on customer’s services within hospitality industry. The
main reason behind the present study is that there have been several studies performed in the
field of hospitality firm based on role of customer satisfaction on success and growth of
companies, role of staff management on service quality and level of competition within
hospitality business and current trends (Robinson, Fallon, Cameron andCrotts, 2016). On the
other hand, the present study is giving special attention on the role of technology form
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improving the quality of services along with efficiency of day to day operations of hospitality
firm that are having direct impact on satisfaction of customers or customer experience as well
as improvement in organisational productivity that are having direct impact on the overall
business growth and competitive position of hotel firm. The present investigation is focused
to evaluate the role of technology within hospitality business. In addition to that this study
enhances understanding about the application of a wide range of tech-based platform through
which a hotel organisation is able to offer some unique experience to guests that would find
very effective for creation of a distinct image of a business entity within highly competitive
market trends (Law, Chan andWang, 2018). However, the past studies have found very
effective to assess different factors that are playing a critical role for influencing the
behaviour of consumers. Therefore, the present investigation has focused on technology
advancement for influencing the behaviour as well as the satisfaction of customers within a
hospital firm.
Structure of the report
Introduction
It is termed the first section of a systematic reporting process that determines the basic
overview. The present study has focused to assess the impact of technology on the customer
service within hospitality industry. This section determines objective, overview, structure,
and rationale of study.
Literature review
It determines a systematic assessment of a wide range of past studies, views of
different authors and another article for assessing in-depth understanding about the subject
matter.
Research methodology
In this section, the researcher has formulated a basic research frame with a
combination of different research theories, data collection process and tools of data analysis
to generate appropriate findings.
Results
In the context of the present investigation, results are produced by using thematic
analysis. This approach has found very effective for evaluating responses that have been
gained from primary sources such as a questionnaire.
Discussion
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