Consumer Decision Making and Digital Tech: British Airways Case Study

This research project investigates the impact of digital technology on consumer decision-making within the travel and tourism sector, with a specific focus on British Airways. The project begins with an introduction highlighting the importance of digital technology in modern business operations, particularly its influence on consumer behavior and decision-making processes. Task 1 delves into the current market trends, the aim and objectives of the study (to determine the influence of digital technology on consumer decision making in travel and tourism sector, with British Airways as the subject), and the research questions. It explores various digital technology platforms like Google Drive, Skype for Business, and YouTube, analyzing their impact on consumer interactions and information access. Task 2 examines the factors influencing topic selection and provides a comprehensive literature review of the best digital technology platforms. Task 3 addresses challenges in using digital technology and the research methodology, including qualitative research methods, descriptive research design, and data collection techniques. The project concludes with a Gantt chart outlining the study's timeline and structure. The research aims to understand the digital technology's role in shaping consumer behavior, challenges, and implications for British Airways.

Research Project

Table of Contents
TITLE:.............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1)..........................................................................................................................................3
1.2)..........................................................................................................................................4
1.3) .........................................................................................................................................5
1.4) .........................................................................................................................................7
1.5) .........................................................................................................................................7
TASK 2............................................................................................................................................8
2.1) .........................................................................................................................................8
2.2) .........................................................................................................................................9
2.3) .......................................................................................................................................10
TASK 3..........................................................................................................................................12
3.1) .......................................................................................................................................12
3.2)........................................................................................................................................12
3.3)........................................................................................................................................18
TASK 4..........................................................................................................................................19
Covered as a poster...............................................................................................................19
CONCLUSION .............................................................................................................................19
REFERENCES..............................................................................................................................21

TITLE:
The influence of digital technology on consumer decision making within a travel and
tourism sector. A case study conducted on British Airways.
INTRODUCTION
Digital technology is one of the important and crucial sector which has to be considered
for conducting operations in proper and relevant manner. There is requirement of change and
modification in business activities as well, so it is easy and specific for consumers to determine
and understand changes properly (Chen and et. al., 2015). There are many changes taking place
in digital platform such up- gradations of techniques, arrival of new technology, etc. Hence it is
essential for mangers to understand and determine its impact on decision making of consumers.
With change in business operations, it is easy for people to make changes in operations as well.
With use of latest technology at work place, there will be change and modification in decisions
of consumers as well. In order to determine and understand modification which are going on in
external market, people have to evaluate and determine changes properly. This investigation and
research is based on British Airways which is second largest airline organisation in UK.
TASK 1
1.1)
In current market, there is growth in technological sector. There are changes in operations
if association is using digital techniques for completing their task. There will change in business
activities as well, hence it is important for people to understand and use it proper. With use of
digital technology, it is easy for people to understand and determine changes properly.
Consumers are using digital techniques for checking trends and fashion in industry (Gibson and
O’Rawe, 2018). There are various organisations which are related with and operating in travel
and tourism sector, so it is essential and signifiant for organisations to communicate appropriate
information through it.
Aim of conducting this study is :
To determine the influence of digital technology on consumer decision making in
travel and tourism sector. A study on British Airways.
With the help of this investigation, it will be easy for people to understand and evaluate
changes properly. There is change in business activities because consumer's decisions might gets

changed because of this and making policies to attract them. There are different platform through
which consumer's can collect knowledge about offers and policies of British Airways, hence
managers have to communicate policies properly, then it will be easy for people to avail services
from this organisation. Digital technology is the platform through which people communicate
with other people even if they are sitting at distant place (Hernández-Méndez, Muñoz-Leiva and
Sánchez-Fernández, 2015). Hence it will be easy for consumers also to take and acquire
knowledge about it. The main objectives and targets of this research project are as under-
 To determine the best digital technology platform for interacting or communicating with
consumers.
 To evaluate the influence of digital technology over consumer decision making.
 To study the challenges which arise in using digital technology for British Airways.
From the above stated objectives, it will easy to determine influence of changes in
decision making and making strategies to handle it. There are changes in working operations as
well of British Airways because they have to evaluate and manage activities properly. Questions
on the basis of objectives are discussed as under-
 What are the best digital technology platform for interacting or communicating with
consumers ?
 What is the influence of digital technology over consumer decision making ?
 What are the challenges which arise in using digital technology for British Airways ?
1.2)
Researcher have to determine and understand modifications which are taking place in
external market. With change in business activities, it is essential and significant for people to
determine and evaluate changes properly. There is complete and specific information with
individuals, so it will be easy for them to select topic. There are some factors which assist in
selecting particular topic and make study appropriate and relevant (Nezakati and et. al., 2015).
 This topic is related with career of researcher, so they prefers to study this topic, so this
assist in making carer as well. With change in working operations and it will be easy for
people to determine and understand policies which as to be framed.
 This topic is concurrent in current market because consumers are relying over digital
technology, hence it will be easy and specific for researcher to collect information from
respondents.

 In travel and tourism industry, there are many changes and modifications which are
taking place, hence it is easy for researcher to determine and understand those changes
properly. If researcher wants to make professional career in this sector, then it will be
easy for researcher to implement those changes to deal with challenges associated with it.
1.3)
There is requirement of some information about topic which makes study appropriate and
specific. It is essential for individuals to properly understand the implications of various changes.
With change in business activities, there will change in latest technology as well. Hence there
will use of some secondary sources as well for completing the study (Pantano, Priporas and
Stylos, 2017).
Best digital technology platform for interacting or communicating with consumers
There are different technologies which can be used by British Airways to complete and
understand specific information about changes in working activities among consumers.
According to Siv Rauv, 2017 There will proper and specific information which makes it easy for
consumers to determine ways through which consumer can get complete information. There are
many sources which creates an bridge between British Airways offers and activities and assist in
maintaining good relations, some of them are discussed as under-
Google Drive- this is the way through which consumers can get information about British
Airways. This is the way through which consumers can access file and folders associated with
association, but this can be possible with internet connection. It has made the task more easy
because now data and information can be stored to cloud server instead of laptop or flash drive.
By storing the relevant information on cloud server it can be assessed at any place at any point of
time. On the other hand directly or indirectly it makes the work more easy and faster in the
competitive market place. The data or information of British Airways are completely saved if
they are stored on cloud server because the uploaded files are saved in secure data centres. The
chances of losing saved data is no more on cloud server. But if the information or data are stored
in laptop, tablet or in computer the chances of losing data is more as they can be broken or the
data can be hacked.
Skype for business- Skype is the platform which assist in getting message, voice or video
call among consumers and group among them. So it will be easy for consumers to collect
information and managers of British Airways can also communicate with consumers in group.

Organisation who is using more of Skype in their day to day business activities can limit the
amount spend on their phone bills. The amount saved from bills can be used to in better way like
opening a new venture which can be gather more margin. By using Skype in the British Airways
they are able to provide much betters services to their targeted customers. Through this staff
members can easily communicate with each other regardless of the device they use in the in an
organization. Additionally, the cost of business travel is reduced to a large extent because Skype
facilitates the services of video calling , message and voice call.
You Tube- This is the platform where British Airways have to make page and consumer
subscribe it. It makes brand of British Airways known among consumers. This is best because
this provides information about other brands also. Organization should use this digital
technology in their day to day business activities because it is easy to integrate. The data and
information provided on YouTube raises customers micro learning about the brand. Moreover,
client can prepare notes like they can write down prices, available facilitate, discount, food and
beverages and so on and can compare with other brand of airways so that best decision can be
taken. Through you-tube company can easily reach out to their customers as well as if they
subscribe the channel new post and information regarding the airways can be noticed by
customers. By this loyal customers can be build for the service of airways over the years.
Influence of digital technology over consumer decision making
There is positive as well as negative influence on consumer decision making with use of
digital technology, as there are many people which are working in the organisation, so there are
possibilities that they does not use digital platform through which consumer might get negative
image about British Airways product and services. With influencing and managing activities
properly, then it is easy for consumers to determine what is best for them. As per view of Kelvin
Claveria, 2019 With use of latest technology, consumers are getting proper information and
peace because they does not have to go anywhere for collecting information. There will easiness
in collecting information about lifestyle and best ways to evaluate changes.
Challenges which arise in using digital technology for British Airways
Many modification and changes are going on in the external or macro environment. It is
important and signifiant for managers of British Airways to determine and evaluate ways
through which they can understand and determine policies properly. According to the Howard

Tiersky, 2019 In order to get positive impact, it is essential that managers have to reduce
negative impact from it. Some challenges in using digital technology are as under-
Resistance to use of new technology- In organisation there must be flexible working
environment, so it will be easy for managers to use latest technology. This makes easy for
employees to work with latest technique.
Improper planning- When there is improper planning regrading use of technology for
communicating with consumers, hence, it is essential to make proper change in activities. With
change and altering business activities, operations must be planned accordingly, so this will give
positive impact on working style (Ukpabi and Karjaluoto, 2017).
1.4)
Research is performed for any some outcome and this makes easy for individual to come
with some recommendations. There will complete and appropriate information to individuals
after getting this study. So it makes activities in getting complete and appropriate sources. In
order to evaluate and making activities research will assist in determining properly.
There will use of proper and relevant techniques to study the sources. There will use of
qualitative methods because this gives proper and relevant information through graphs and
charts. Descriptive research design will be used to conduct the study because this gives proper
and complete systematic information. Primary and secondary sources of information are used to
complete the study with proper collection of information. Questionnaire and internet sources are
used to collect information. Simple random sampling is used to collect primary information from
50 local travellers, tourism business managers and students. Reliability and validity is maintained
by collecting information from authentic sources. Internet sources are properly dated and named,
hence it can be used in future for further study (Werthner and et. al., 2015).
1.5)
There is an specified format in which study will be completed. It is important, essential
and significant for people to evaluate and understand changes and it is easy for reader as well to
complete study within specified time (Chen and et. al., 2015). Gantt chart is the technique which
is used to complete study within specified time, hence it will be easy to determine expected time
to complete study. This is pictorial description about various activities, tasks and their respective
and associated time required to complete the investigation.

TASK 2
2.1)
Hypothesis is explained as explanation which is tested by study and experimentation. The
assumption can be right or wrong. As per the project below mentioned are some of the
hypothesis that are illustrated as under:
Null Hypothesis
HO: Digital technology helped customers of British airways to take better decision in travel and
tourism sector.
H1: Digital technology does not help customer of British Airways to take better decision in
travel and tourism sector.
Research questions
Questions 1: What are the best digital technology platform for interacting or communicating with
consumers ?

Ans: The best digital technology platform for interacting or communicating with customers are,
Skype for business, You-tube, Google derive, Hubspot, HipChat and may more. All this help in
communicating with customers more easily and quickly.
Questions 2: What is the influence of digital technology over consumer decision making ?
Ans: Digital technology helps in recognize need for the product and services prevailing in the
market. By this customers are influenced to purchase the goods and push them to use it in their
day to day activities.
Questions 3: What are the challenges which arise in using digital technology for British
Airways ?
Ans: The challenges which raised by using digital technology in British Airways are, regulatory
compliance, bridging IT and the business, budget and controlling cost. All this issues has
reduced the productivity and profitability ratio to a large extent.
2.2)
In order to gather authentic data about the influence of digital technology on customer
decision making in travel and tourism sector various methods and approaches are used by
researcher (Gupta, 2019). The brief explanation of distinguish methods and approaches of
research methodology are showcased as under:
Data collection: Data can be collected from two methods that is primary data collection
method and secondary data collection method. In order to assemble relevant and authentic data
for the findings organization is using both primary and secondary data collection method.
Primary data is directly collected from communicator either by survey, interview, questionnaire
etc. It is more time consuming and expensive in nature. whereas, in secondary data collection
method information are accumulated from books, journals, articles and many more (Gupta, Bhatt
and Vaishnava, 2019).
Types of research: There are two types of researcher used by organization for the
completion of the project. The two types of research are, quantitative and qualitative research. In
qualitative research more focus is given on quality of the gathered data and less use of numerical
data is done (Inanc–Demir and Kozak, 2019). Whereas, in quantitative research more graphs, pie
charts, diagrams and mathematical figures are used in order to explain the assembled data.
Company is using quantitative approach as it provide quality results.

Sampling: The two types of sampling are probability and non-probability which are used
by company for collecting sample size out of the total population. Probability sampling is
adopted by for the project as communicator will be selected on random basis and best results
can be attained easily. Whereas, non-probability sampling is not used in the project because it
consumes lot of time and money of the organization (Gupta, 2019). Hence probability sampling
in that convince sampling is selected for gathering data from respondents. Hence, with the
support of convince sampling............. respondents will be selected by investigator.
Data analysis: It is explained as procedure of transforming, cleaning and modelling data
so as top discover meaningful information for business decision-making process. It is followed
by organization in order to better understand problems faced by company and to explore data in
more meaningful manner. Content analysis is adopted by company for analysing quantitative
data.
2.3)
For the collection of data for this research project use of questionnaire is made which is
basically a written document that contain a set or combination of various questions associated
with the research topic thus, helpful in gathering opinion and view point of respondents. A
sample size of 50 local travellers, tourism business managers and students are selected for this
research with the help of random sampling method. Following questionnaire are prepared for this
research:
Questionnaire
Q1) Does use of digital technology creates an influence on consumer decision making in
travel and tourism sector?
a) Yes
b) No
Q2) As per your opinion which one is the best digital technology platform for interacting
and communicating with consumers?
a) Google drive
b) You Tube
c) Skype for business

Q3) What are the possible advantages facilitated by use of technology in tour and travel
sector that can be availed by British airways?
a) Better social and customer connectivity
b) Faster communication speed
c) Versatile working through automation
d) Effective way for information storage
Q4) What are the threats that can be faced by British airways while making use of digital
technology for consumer decision making process?
a) Insufficient cybersecurity
b) Lack of skills in employees
c) Inconsistent developer training
d) Threat of hacking
Q5) How use of digital technology is creating and exerting a change on business operation
of organisation in relation with consumer decision making?
a) Personalization
b) Internet and marketing
c) Mobile communication
Q6) What challenges may arises or faced by British airways while making use of Digital
technology?
a) Improper planning
b) Resistance from employees
c) Lack of financial resources
Q7) What are the best technology trend that can be adopted by British airways to have
better use of digital technology in consumer decision making?
a) Internet of Things (IoT)

b)Artificial Intelligence (AI)
c) Big Data
d) All of the above
Q8) What overall influence will be lead by digital technology over consumer decision
making within the British airways?
a) Positive influence
b) Negative influence
Q9) Any further recommendation for British airways?
TASK 3
3.1)
Research evaluation techniques provide a process or methods for determining various
aspects of results and act as a blueprint for making judgements and conducting research in an
effective manner (Skeli and Schmid, 2019). The most commonly used research evaluation
methods are:
Formative- This evaluation method make use of case scenario and tasks involved in
testing process and also provide a description of interface to be evaluated for a specific research.
Summative- Use of this research evolution method facilitates development of a usability
task list and also helps in determining methods, equipment, procedures, materials and
measurements that are considered necessary for evaluation (Al Sharif and Marciniak, 2019).
For this research use of Summative evaluation method is made as it provide better
guidance to meet the objectives of research together with effective planning techniques and
methods
Research method
There are two types of research method which are described below:
Quantitative research method- Use of this method is made by researcher when they need
to collect information in terms of numerical form to get a perception or idea about view point of
respondents.