Role of Digital Technology in Company Success - Me London Hotel

This research project examines the role of digital technology in the success of Me London Hotel. It explores the importance of digital technology, its benefits for the hotel's profitability, and the challenges faced in implementing digital technology. The research aims to understand the role of digital technology in company success and provides recommendations for Me London Hotel.

Research Project

Abstract
In today’s world level of competition is highly increasing that has put pressure on firms and
organisation to adopt some effective strategy to cope up with this challenge. Thus, following
research is conducted in the topic of role of digital technology in company success which is
based on a leading hotel i.e. Me London Hotel. Current research is based on quantitative research
method a detailed description and discussion of which is included in this project to achieve the
aim and objective of this project.
Table of Contents
Abstract............................................................................................................................................1
TOPIC: “To examine the role of digital technology in company success” – Case Study on Me
London Hotel...................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
1.1) Background of research project......................................................................................1
1.2) Aim and objectives..........................................................................................................1
1.3) Rationale for project........................................................................................................2

1.4) Research question............................................................................................................2
1.5) Gantt Chart......................................................................................................................2
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................6
Chapter 4: Analysis and Findings..................................................................................................11
Summary of research findings..............................................................................................18
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further work.................19
A critical appraisal and reflection.........................................................................................19
Recommendations................................................................................................................19
Suggestion for further work..................................................................................................20
Chapter 6: Conclusions..................................................................................................................20
REFERENCES..............................................................................................................................20

TOPIC: “To examine the role of digital technology in company success” –
Case Study on Me London Hotel
Chapter 1: Introduction
1.1) Background of research project
Digital technology is mainly associated with use of electronic tools, systems, devices
and other online sources that are helpful in generating, storing and processing data and also
consists use of social media and other multimedia and mobile phones (Urbinati and et. al., 2018).
Thus, use of digital media improves customers engagement and enhance customers experience to
retain them for a longer period that is essential for survival and success of a business. Me
London Hotel is Located in the cultural heart of London and is famous for its theatres, exclusive
boutiques, fashionable hot spots and trendy night clubs that makes it one of the leading hotels in
UK. Being in a hospitality industry a cut throat competition is faced by Me London Hotel that
adversely affects its productivity and profitability. Thus, role of digital marketing is increasing
for Me London Hotel to attract and cater larger number of customers to ensure its success and
better growth. Therefore, following research is conducted on Me London Hotel in order to
examine the role of digital technology in company success.
1.2) Aim and objectives
Aim
The main aim of conducting this research on Me London Hotel is : “To examine the role of
digital technology in company success.”
Research Objectives
The main objectives associated with current research work based on investigation of Me
London Hotel are stated as follows:
 To understand the importance of digital technology within organisation.
 To examine the benefits of digital technology over Me London overall profitability ratio
(Belair-Gagnon and Holton, 2018).
 To identify the challenges which Me London come across while process its business
function through digital technology.
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1.3) Rationale for project
The main reason and rationale behind selected current research topic is that it ensures
better understanding about the importance of digital technology together with examining its role
in yielding better growth and success for an organisation. Thus, the current project topic is
justifiable and helpful for business organisation as it ensures a more effective tool and digital
system to cope with and encounter higher level of competition that is prevailing in its business
environment. Beside this, the current research also focus on challenges which a company could
come across while operating its business function through using digital technology thus, ensures
better strategy and initiatives to overcome these challenge. Apart from this, the selection of
current research topic based on role of digital marketing is also significant from professional as
well as personal view point of researcher as it ensures better understanding about research topic
along with overall improvement in managerial skills and other interpersonal competencies in
investigator and other associated scholars.
1.4) Research question
The main research questions and issues addressed through current research work on Me
London hotel are as follows:
 What is the importance of digital technology within organisation?
 What are the benefits of digital technology over Me London overall profitability ratio.?
 What are the challenges which Me London come across while process its business
function through digital technology?
1.5) Gantt Chart
The Gantt Chart is a horizontal bar graph which helps to provides the graphical
presentation in numeric facts and figures in transparency or clarity basis simplicity in research it
also helps to identify the fulfillment of data information requirement through task and activities
significantly manner(Gimpel, and et. al., 2018).
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Chapter 2: Literature Review
A literature review is basically it is a type of review of the article where it scrutinizing
from the scholarly paper which provides the present topic knowledge which helps to includes the
substantive facts and finding as well as theoretical and methodologies involves the contribution
of the related research topic. As for this research report the literature review is on the aspect of
Importance of the Digital Technological as per the context of organization(de Sousa Jabbour and
et. al., 2018).
a) Identify the importance of Digital technology with the concept of organization
perspective.
According to the opinion of Paul Jackson, 2018. Digital technology improves to engage
the customers with enhancing their experience as well. Customer satisfaction and loyalty with
retention is always the most priority because the growth and success of business is depends on
them(Dery, Sebastian and van der Meulen, 2017). A strong and effective consumer can create
the impression in a positive manner to accomplish the business objectives in terms of proper
sales, loyalty acquired etc. The importance of digital technology in the context of organization
where it helps to improvise the channel of sources by which technologies has created a positive
impact in terms of digital innovation that can help to increase the benchmark by creating
different resources like digital marketing, phones in android format and other techno factor
which enhanced the mobility of the organization work culture.
The cost saving is another factor which helps to reduce the costing in product as well as
it emphasis about the reaching customer through flexible time duration as well as costing save by
allocating the resources which develop the efficiency and improves the work productivity which
helps to save business capital. Eventually, it considered that Digital technologies implementation
brings the vast productivity in the organization increases through the accessibility of the working
resources upbringing in the organization as advanced computerized with several software
program that helps to records and maintain the document within a second. As above the
discussion made to evaluating the importance of digital technological can helpful in the
organization(Legner.and et. al., 2017).
b) To examine the benefits of the digital technological with the context of Me London
group.
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According to the Shane Kos, 2017. The transformation of digitalization in business
world is creating the awareness about the flexibility of working approach in the premises where
employees gets benefits to enhance those resources for their processing work strategies which
defined their particular style(Urbinati and et. al., 2018). The Benefits which has been provided
by digital technologies in the context of Me London is embracing the empowerment of men and
women workforce which enables the work improvement now the work was taken and hour to
complete as now the applicability of resources it takes hardly a minute to complete, the
changing of trend on the basis of market requirement as well as consumer are more attract
towards the enhancement of automation in operation by which managers of the company are
regulates the internal activities through operating system to records of documents and other
activities like financial, managerial and administrative work related. As for applicability of the
digitalization it enhanced the mobility of effective and strong management system which
improves the internal structure of organization where it manage the workforce and work culture
through the core values with proper mission and vision goals help to accomplish(Belair-
Gagnon, and Holton., 2018).
It also enhanced the work versatility and improve social connectivity and speedy
communication between peers and top management by virtue of learning about the personality
and leadership theory where it develop the managerial aspects to activate the social relations
with others weather it derived personally and professionally, the most prominent help to the
organization through digital technology that it makes understand to create the customer
engagement in the business which it will allows the success and growth in the market by which
it directly improves the productivity in employees(Belair-Gagnon, and Holton., 2018).
c) To identify the challenges which Me London come across while process its business
function through digital technological.
According to the Lance Whitney, 2019. Digital transformation is the process of
integration new resources through digital technological into all aspect of a business. The
challenges which has faced through digital technological in the context of Me London
company that It makes to lacking of expertise to lead digitalization initiatives where it allows
the barriers to not implement the sources which can enhanced the organization growth
through next level(Châlons and Dufft., 2017). As Limited Budget can create the limitation of
boundaries for not explore in the similar concept or can’t enable to commenced the
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technology as it refers the out of the budget where it disturb the capital in terms of insolvency,
Through various risk management occurrence where it not help to deduct the errors but it
makes to manage the work insufficient by the time allotted still have to make struggle due to
the inconvenience, it also need the proper guidance of control of the digital technology where
it could get wrong hand by it create the chaos so the proper and effective instruction can
generates the proper work efficiency(Schweerand Sahl, 2017).
As above discussion is having a sufficient challenges of regarding the digital
technologies as well as it implication which creates the disturbance in the organization of
taking aspect the work procedure in Me London company.
Chapter 3: Research Methodology
A research Methodology provides the set of specific process and techniques which assort
by researcher or expertise to identify and evaluate the optimum analysis information and data
related with particular topic. The research methodology provides information about how data is
collected and interpreted for reaching the results which helps to lead the correct conclusion of
research.
Research Philosophy:
It facilitates a belief about the ways data regarding to the topic of research where it
instruct to collection of data which is utilized by researcher. The two main research philosophy
that can be used by researcher are described below:
Positivism: As this type of research philosophy is used by a researcher which more
considered to predicting and observation research outcomes. Positivism method is also known as
the Scientific factor which provides the basic detailed information to helps the making research
effective and not much influenced to the researcher’s behavior and values(Ivanov, Dolgui, and
Sokolov, 2019).
Interpretivism: This philosophy is used by those researcher who are determined to
collect the data which is very precious or expensive and related to subjective data reflection
where it provide effective specification.
As for this research there is use of Positivism research philosophy will applied by
researcher because it helped to gathering and procuring of reliable data to predicting and getting
outcomes on important aspects(Yeh and Chen, 2018).
Research Approaches:
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It formally represent the plan and procedure which is assorted for research and includes
the various steps and effective assumptions for effective data collection and evaluation to
it(Emejulu, and Mcgregor, 2019). Research approaches are having two basic factor which
determine the data process in collection which are given below:
Deductive: This approach includes selecting theory, developing from hypothesis for that
theory has been created and finally analyzation data on the given hypothesis. Therefore, it
include the main focus of approach through testing of it before implementing(Buchanan and
McCalman, 2018).
Inductive: The approach of research is concerned with new generation of new theory
that emerging from the data. It provides a more logical process in which multiple assumption and
premises are involved and found true and are combined with specific conclusion of
research(Lund and Tyson, 2018) .
For this research there is use of inductive approach it provides the new theory through
emerging updated data where it leads the framework of logical process by which the optimum
solution of conclusion.
Research Method:
Research method generates a compliance plan for conducting and reaching towards the
objectives of any research(Warner, 2017). This research method also reflect that which method
would be applicable assort for the research where the outcomes favorable condition. It has
contains the two main method which are elaborated below:
Qualitative research: By using of this method the researcher is more keen to data
collection the information in detailed knowledge provides as well as depth information about the
research topic through which it made the research effective.
Quantitative Research: As per this research method the data is been collected in form of
numeric and arithmetic form that’s only reflects the point of view or brief perspective of
participants and not much give the importance of dept knowledge(Reis and et. al., 2018).
As for this research there is use of Quantitative research method where it provides the
data in statistical format in that facts and finding about the data which it helps to mapped the
participation reviews by evaluation the information reliability as well as authentic.
Sources of data collection
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It naturally represent the origin of the data from where it has been collected or from
where it belongs(Kraus and et. al., 2019). There are main sources of data collection by which it
helps to considered the data sources to make an completion of data information of te respective
research topic.
Primary Source: As this source of data is been collected through researcher from own
investigation through self-efforts or self-assessment by which data assorted in the form
techniques such as interviews, surveys polls, feedbacks etc(Langer, 2017).
Secondary Source: As this sources of data collection the data is been utilized as it shows
it mobility having already in existence on someone else data which has already proven.
Secondary data is easier and flexible in terms to collects the data through past records of
documents, articles, libraries, internet etc.
As to making understanding of this researchthere is used of primary method by which to
illustrating the questionnaires to investigate the many questions indifferent segments to asking
from respondent which helps to leads to reaching the conclusion of the research.
Research Design:
This research design instructed the more complexify or crucial to allocating the better and
appropriate research design for to carried forward the effective investigation. It facilitate to
generating the path and guidance to attaining the same positive outcomes(Weber, Butschanand
Heidenreich., 2017). As for this research there is use of descriptive design as help to provide the
data information in detailed elaboration collection on the basis of specific topic through the
researcher can create the optimum solution and making if the research more efficient as well as
its valuable.
Data Analysis:
This the factor which is considered the essential part which it helps it to analyzing and all
collected data and information are into effective manner. In this particular research, the thematic
analysis will be used as it helps in raising the chances of procuring positive result by effectively
analyzation of gathering data and information allocating on the basis of the research
topic(Fenwick, McCahery. and Vermeulen., 2019).
Sampling Method:
Sampling is the method which is assorted by a researcher for to choose or select for pre
determined number of units or detailed observation for the objective of data to effectively
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evaluate and considered the set of data(Madureira, 2017). As for this research there is use of
sampling random method which it helps to leads provide the chances for all the observation and
selection is completely depends on the basis of probability. Therefore it reduces the
discrimination and biasness with the regards of research(Huang, and et. al., 2017). A sample size
of 30 employees is selected from Me London Hotel for accomplishment of this research.
Instrument Used: As for this research survey there is used to complete the research
formalities where the approach of taking to accomplish the research objective by enhancing the
questionnaires towards the participation who are employees of Me London Hotel group as to
investigate the benefits or implication of digital technologies(Mesko., 2017).
Questionnaire:
It is a written document where it consists the ample of question regarding with research
topic on the basis the reviews of respondent are matters to evaluate their behavior towards the
topic factor.
Questionnaire
Name:
Address:
Email Id:
Age:
Q1) Are you having any perception and understanding about the use of digital technology
in Hospitality industry?
a) Yes
b) No
Q2) What importance is lead by digital technology within an organisation?
a) Cost saving
b) Improved efficiency and productivity
c) Enhanced competitive strength
Q3) Are you agreed with the fact that, effective communication with customers through use
of social media is also a positive implication of digital technology?
a) Agreed
b) Disagreed
Q4) What are the benefits of digital technology over functions of Me London hotel and its
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overall profitability ratio?
a) Automation of operations
b) Effective management and information storage
c) Versatile working
d) Social Connectivity and speedy communication
Q5) What are the possible challenges which Me London come across while process its
business function through digital technology?
a) Lack of Expertise to Lead Digitalisation Initiatives
b) Limited Budget
c) Risk management and governance
Q6) Is safety and security of data while making use of digital technology is the biggest
concern for Me London Hotel?
a) Yes
b) No
Q7) Which strategy could be adopted by Me London hotel to overcome the challenges faced
during use of digital technology within its business operations?
a) Develop a Company-Wide Digital Transformation Strategy
b) Train workforce to become digitally literate
c) Better planning and allocation of resources
d) Use of firewalls and cloud computing
Q8) What overall role in played by Digital technology is success of Me London Hotel?
a) Positive
b) Negative
Q9) Any further recommendations for Me London Hotel to have better use of digital
technology for its success?
Ethical Consideration:
As this particular research the related topic data are being collected in confidential
manner as well as the respondents reviews are to make them to assure that all information and
their reviews are undertaking for only research purpose where it would not be disclosed manner
and as the researcher has considering the data features that it would not create any negative
influence towards demographic factor such as in age, religion, gender etc.
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Chapter 4: Analysis and Findings
Use of thematic approach together with pie charts and frequency table is made for analysis
of research findings a description of which is provided below:
Theme 1: Use of digital technology in Hospitality industry
Q1) Are you having any perception and understanding about the use
of digital technology in Hospitality industry?
Frequency
a) Yes 26
b) No 4
Interpretation
Use and understanding of digital technology is continuously increasing in hospitality
sector as it has been observed from above pie chart that out of a sample size of 30 respondents,
26 are having perception and understanding about the use of digital technology in Hospitality
industry while only 4 participants are there who are unaware from this fact.
Theme 2: Importance leads by digital technology
Q2) What importance is lead by digital technology within an
organisation?
Frequency
a) Cost saving 10
b) Improved efficiency and productivity 8
c) Enhanced competitive strength 12
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Interpretation
Digital technology brings many advantages and plays an important role within an
organisation as 10 respondents have supported that it lead to cost saving through automation of
operation. Further, 8 participants are having a thinking that improved efficiency and productivity
is the main importance of digital technology while 12 individuals have also supported enhanced
competitive strength is lead by digital technology within an organisation.
Theme 3: Effective communication is also a positive implication of digital technology
Q3) Are you agreed with the fact that, effective communication with
customers through use of social media is also a positive implication of
digital technology?
Frequency
a) Agreed 28
b) Disagreed 2
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Interpretation
It has been find out from this research and above pie chart that 28 respondents are agreed
with the fact that effective communication with customers through use of social media is also a
positive implication of digital technology where as only 2 participants are there who are
disagreed with this fact.
Theme 4: Benefits of digital technology
Q4) What are the benefits of digital technology over functions of Me
London hotel and its overall profitability ratio?
Frequency
a) Automation of operations 8
b) Effective management and information storage 7
c) Versatile working 6
d) Social Connectivity and speedy communication 9
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Interpretation
It has been observed that many benefits are lead by digital technology as 8 participants
have favored automation of operation where as 7 are in support of effective management and
better information storage. Apart from this, 6 employees are also there who are having thinking
that versatile working is the biggest benefit of digital technology while 9 participants have
supported social connectivity and speedy communication as the benefits of digital technology
over functions of Me London hotel and its overall profitability ratio.
Theme 5: Possible challenges which Me London come across while process its business
function through digital technology
Q5) What are the possible challenges which Me London come across
while process its business function through digital technology?
Frequency
a) Lack of Expertise to Lead Digitalisation Initiatives 12
b) Limited Budget 7
c) Risk management and governance 11
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Interpretation
Various challenges are encountered by a firm while process its business function through
digital technology as 12 respondents believes that lack of expertise to Lead Digitalisation
Initiatives is the biggest challenge faced by Me London hotel where as 7 believes that limited
budget is a big issue during implication of digital technology. Beside this, 11 employees have
also supported risk management and governance as possible challenges which Me London come
across while process its business function through digital technology.
Theme 6: Safety and security of data while making use of digital technology is the biggest
concern
Q6) Is safety and security of data while making use of digital
technology is the biggest concern for Me London Hotel?
a) Yes 24
b) No 6
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Interpretation
24 respondents out of 30 have supported that safety and security of data while making
use of digital technology is the biggest concern for Me London Hotel where as 6 employees
believes that safety and security is not the biggest concern of digital technology.
Theme 7: Strategy could be adopted to overcome the challenges faced during use of digital
technology
Q7) Which strategy could be adopted by Me London hotel to
overcome the challenges faced during use of digital technology within
its business operations?
Frequency
a) Develop a Company-Wide Digital Transformation Strategy 7
b) Train workforce to become digitally literate 10
c) Better planning and allocation of resources 5
d) Use of firewalls and cloud computing 8
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Interpretation
Use of various strategy can be made by Me London Hotel to overcome challenges
associated with use of digital marketing as 7 respondents believes that develop a Company-Wide
Digital Transformation Strategy is an effective way while 10 participates has supported train
workforce to become digitally literate. Further, 5 respondents are also there who are having a
thinking that better planning and allocation of resources could be adopted by Me London hotel to
overcome the challenges faced during use of digital technology within its business operations
while 8 are in favour of use of firewalls and cloud computing to enhance safety while using
digital technology.
Theme 8: Role of Digital technology in success of Me London Hotel
Q8) What overall role is played by Digital technology in success of
Me London Hotel?
Frequency
a) Positive 28
b) Negative 2
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Interpretation
On the basis of above pasted pie charts and current research findings it has been find out
that digital technology plays a vital role in success of Me London Hotel as 28 respondents out f
30 are having an opinion that positive role played by Digital technology in success of Me
London Hotel where as only 2 participants are in favour of negative role and implication of use
of digital technology.
Summary of research findings
In accordance with above interpretation and analysis of research findings it could be
summarised that importance and understanding of digital technology is increasing in
hospitability industry as it plays an important role in success of an oargnstions. It has been
analyses that cost saving, Improved efficiency and productivity together with better competitive
strength are some of the main significance of digital technology. Further, speedy communication
and social Connectivity is also a positive implication of digital technology together with
automation of operations, effective management and information storage and versatile working.
Beside this, it has been also find out that many challenges are also come across while processing
business function through digital technology that includes lack of Expertise to Lead
Digitalisation Initiatives, issue of risk management and governance together with limited Budget
and resources. Thus, adoption of efficient strategies like development of a Company-Wide
Digital Transformation Strategy, regular training of staff to make them digitally literate and
better planning and allocation of resources together with use of firewalls and cloud computing
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become essential for an organisation to overcome the challenges of digital technology in order to
make it’s effective use for success of organisation.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for
Further work
A critical appraisal and reflection
Overall the current research work conducted in the topic of role of digital technology is
helpful and informative for me that lead to betterment in my managerial skills. Use of positivistic
philosophy together with deductive approach is made by me that ensured collection and analysis
of quantitative data in a more effective and better way. Further, due to issue of Covid-19 it was
not feasible to conduct face to face interview thus, use of questionnaire is made for collection of
data. Beside this, to resolve the issue of collection of authentic and viable data use of both
primary and secondary sources of data was made by me. Further, issues of time management and
resources allocation was also faced by me during this research that were resolved through
preparation of Gantt chart that facilitated clarity and transparency in research work. Apart from
this, complicate with all code of conduct are met to resolve the ethical implications and proper
care was kept my me to ensures completion of this research work in most ethical and effective
way. Thus, the above conducted research is effective and appraise full as all objectives and aim
were met on time tighter with improvement in me and also lead to my professional development.
Recommendations
On the basis of evaluation of above research findings it is recommended for Me London
Hotel to properly train and develop its employees to make them more competent and capable to
make efficient use of digital technology. Significant technical skills and knowledge is required to
make effective use of digital technology that can only be achieved through regular training and
development thus, it is highly suggested for Me London Hotel to train its workforce in order
make them digitally literate. Beside this, proper planning and allocation of resources is also
recommended for Me London Hotel to resolve the challenge of limited Budget. Apart from this,
proper implication of Firewall protection and cloud computing is also suggested for Me London
Hotel to encounter the issue of safety and security of data while making use of digital
technology.
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Suggestion for further work
The suggestion for further work could include the topic likes use of digital marketing
strategy and social media for better communication and success of organisation. Further,
research could be conducted by researcher on any relevant topic that meet its educational and
professional criteria as the managerial skills and competencies of investigator has increased
through this research project.
Chapter 6: Conclusions
On the basis of above research work it can be concludes that digital technology plays a
crucial and important role in success of any organisation it lade to reduction in cost through
digitalisation of operation and also lead to better communication and storage of information that
enhance overall management and performance of an organisation. Further, it can be summarised
that many challenges like lack of efficient skills, limited budget and security of data is also faced
while adopting use of digital technology in business operation. At last it can be concluded that,
adoption of Company-Wide Digital Transformation Strategy together with regular training of
employees along with proper budgeting and planning are effective way to overcome challenge of
digital technology along with adoption of cloud computing and firewall protection for safety of
digital data.
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