Social Media Impact on Hilton Hotel

This assignment analyzes the impact of social media on customer relationships with Hilton Hotels. It utilizes a questionnaire to gather insights into consumer perceptions and engagement with Hilton's Facebook page, exploring factors like information provision, brand trust, communication responsiveness, and overall satisfaction. The findings aim to shed light on how social media influences brand-consumer interactions in the hospitality sector.

RESEARCH PROJECT
(Impact of Facebook activities on developing relationship with
customer)

Table of Contents
TASK 1............................................................................................................................................1
1 A. INTRODUCTION ..................................................................................................................1
Background of the study.............................................................................................................1
Research Title..............................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Research planning.......................................................................................................................2
Analyses......................................................................................................................................2
Findings and conclusion..............................................................................................................3
Bibliography................................................................................................................................3
Presentation.................................................................................................................................3
1 B. LITERATURE REVIEW.........................................................................................................3
1 C. METHODOLOGY...................................................................................................................4
TASK 2 A: IMPLEMENTATION OF RESEARCH PROJECT....................................................6
Undertaking research investigation.............................................................................................6
Recording and collection of data.................................................................................................7
TASK 2 B: EVALUATION OF THE RESEARCH.......................................................................7
Research evaluation techniques..................................................................................................7
Interpretation and analyses of research.......................................................................................8
FINDINGS AND RECOMMENDATIONS.................................................................................16
Findings.....................................................................................................................................16
Recommendations.....................................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22
APPENDIX....................................................................................................................................25
Questionnaires...........................................................................................................................25

TASK 1
1 A. INTRODUCTION
Background of the study
In the modern era it has become essential for big organizations that to implement digital
technologies in the workplace. Social media is considered as one of the effective method through
which entities can coordinate with their consumers effectively. Social media has changed the
scenario of the market, now people are able to share their information and coordinate with each
others easily (Dehghani and Tumer, 2015). Customer relationship management helps the firms in
retaining clients in the workplace for longer duration. More than 100000 companies are using
social media platforms for developing relationship with their potential buyers and enhancing
their satisfaction level. This internet based applications assist in attracting consumers and making
them loyal towards the brands. The main objective of each firm is to develop healthy relationship
with their consumers.
Facebook is the tool that is used by millions of people. Companies promote their products
and services through Facebook activities. By this way many people get to know about features
and benefits that are provided by the firms (Wallace, Buil and de Chernatony, 2014). Customer
relationship management (CRM) is the practice that is used by entity for interacting with the
customers. CRM assists in enhancing sales volume of the firm and gaining competitive
advantage as well. In the recent time people are using Facebook for communicating with their
family and friends. If they like any detail of any corporation then they share it through Facebook.
It is considered as one of the most effective marketing strategy through which entity can make
connection with mass audience. It also helps in identifying needs of consumers ad providing
them products and services accordingly. That develops strong relationship with customer
(Stelzner, 2014).
Hotel industry of UK is performing well, most of the hotels in the country promotes their
brand through social networking sites. Facebook allows these firms to communicate well with
existing and prospective clients. Through this platform companies give quick response to the
problems of consumers and develop person relationship with them. Present research is base on
Hilton hotel, it is the leader of hospitality industry. The firm is popular because of its innovative
ideas, quality products and amazing services (Leung, Bai and Stahura, 2015). The main purpose

of the study is to identify Facebook activities that can be helpful in developing and maintaining
relationship with consumers.
Research Title
What kind of impact does Facebook activities have on the customer relationship in UK hotel
industry?
Research Aim
“The aim of the research is to evaluate impact of Facebook activities on developing relationship
with customer: A study on Hilton Hotel”
Research Objectives
Research objectives are as below intentioned:
 To identify the Facebook activities which could help businesses to build and maintain
customer relationship.
 To analyses how Facebook focused with marketing and advertising in hotel industry and
how a
number of activities in the social networking site Facebook affect the relationship drivers; trust,
commitment and satisfaction, and the relational benefits, confidence, social and special
treatment
benefits, between the company and its customers who like them on Facebook.
Research Questions
 How Facebook activities can help businesses to build and maintain customer
relationship?
 How number of Facebook activities are beneficial in promotion and marketing of hotel?
Research planning
Action plan defines the activities that are involved in completing the research on time.
Research will decide time frame for each activity so that entire study can be completed on time.
Analyses
For data analyses research takes support of thematic analyses tool. In this scholar uses
charts and graphs for presenting information in effective manner. This assist in drawing valid
conclusion.

Findings and conclusion
After the data analyses, findings will be discussed in this study and accordingly
recommendation will be given for further improvements.
Bibliography
For completing this research project, scholar takes support of external sources, this aids
in completing investigation as per the specified criteria.
Presentation
Entire study will be presented through charts and graphs in power point presentation.
1 B. LITERATURE REVIEW
As per the view of Trainor, Andzulis and Agnihotri, (2014), digital technology consist
important part in successful operations and functions of the business. In this way, digital
technology includes tools, network, etc. that helps to create innovations and increasing
knowledge in systematic way. Facebook is one of the best tool that help to increasing customer
relationship. It includes several activities that assists to make positive results at workplace. On
the other hand, Rishika, Kumar and Bezawada, (2013) stated that Facebook helps to create and
maintain relations with different kind of people. Therefore, it includes different ways to improve
systematic results with social media. Further, it includes personalise responses to make loyal
customers in the business. The company also inviting to customers to share their views and ideas
with social networks. Hence, customers are ready to willingly buy it to get personalise responses.
Express gratitude with genuine individual response helps to attract different people.
According to the point of Kang, Tang and Fiore, (2014), business need to listen their
customers to maintain relationship with customers. On Facebook, listing the customers is help to
provide space for business and customers that connect to make systematic results. In the way of
social media, the company will get space to connect several people towards the business
products and services. Beside this, creating company own Twitter, Facebook Page, etc. Hilton
will get maximum responses to increase their outcomes. However, Hutter, Hautz and Füller,
(2013) explored their views Facebook activities help to consider genuine customers in the
business. Therefore, converse with customer develop through online and offline perspectives. It
is the systematic activity that assists to maintain relationship with several people. For instance,
when customers are getting any issue with the products and services so that honest answer need
to be provide to make proper solution.

Along with this, Pöyry, Parvinen and Malmivaara, (2013) stated that new start-up
business need to grow their community with ascertain marketing efforts so that brand
ambassadors develop easily. This is because, without it company unable to make creative results.
It helps to the Hilton to grow their community of local social enthusiasts in the global areas. In
contradicting, Rishika, Kumar and Bezawada, (2013) argued that customer success will be
develop through advertisement. Therefore, the chosen business need to provide loyalty and
valuable feedback towards maintain relationship with customers. It assists to establish business
and meet with customer needs on the top priority. Maintaining customer relationship ascertain
touch to develop understanding and development of the business.
As per the view of, Lee, Hosanagar and Nair, (2014) to maintain relationship proper
touch is needed. Hence, providing proper treat to each person helps to focus on the reminding
customers towards the business activities. Furthermore, it also helps to make sure that forget
about you altogether consist development of the business in systematic way. Beside this,
Vinerean, Cetina and Tichindelean, (2013) explored their views and said that in the global
community customer support duty helps to meet with customer needs on top priority. It assists to
establish more systematic activities to create benefits for new people in business. However,
Trainor, Andzulis and Agnihotri, (2014) argued that say thank you on the advertisement and
customers views helps to attract people at workplace. In this regard, different activities assists to
create social network in which business getting more success easily. Business is also engaged to
show about the listing that create experience and contribution towards the success. In this
industry, successful results make to develop backups and more loyal customers in systematic
way (Ki and Nekmat, 2014).
Along with this, Hutter, Hautz and Füller, (2013) need to say thank to people towards
encourages their participation. Therefore, advice for the Hilton hotel can be gather. In this
consideration, the chosen business will easily develop more creative understanding towards the
business. It is the successful element that make more systematic targets and goals at workplace.
Through providing value assists to feel like the larger community (Schultz and et.al, 2015).
1 C. METHODOLOGY
This chapter will discuss various methods that are adopted to complete this research
project. Various sources of data collection will be described. These methods play significant role

in the research project because with the assistance of these tools' researcher can complete the
entire investigation in effective manner. There are various sources of data collection such as
questionnaires, interview, observation etc (Taylor, Bogdan and DeVault, 2015).
Research methods
There are two main types of researchers qualitative and quantitative. In the qualitative
type of research scholar takes support of theories and models. These theories help the scholar in
developing understanding about the subject matter. On other hand quantitate type of studies are
another type of research methods in which scholar have to use statistical data for getting accurate
results (LoBiondo-Wood and Haber, 2017).
As current study is based on impact of Facebook activities have on the customer
relationship in the UK hotel industry. For that scholar has used mixed method. Both qualitative
and quantitative methods are being used by the investigator for completing this study. Use of
both these tools have supported the researcher in developing in-depth understanding about
Facebook activities and how it develops relationship with customers in the hotel industry
(Wildemuth, 2016).
Data Collection
Data collection is the most important part of the investigation, in the absence of accurate
data researcher may get failed to complete the research in effective manner. It is essential for the
scholar that to collect accurate details from authentic sources. There are two main types of data
collection methods: primary and secondary. In the primary data collection methods researcher
gathers information by own. Individual tries to collects current facts by own. There are various
techniques of gathering primary data such as interview, questionnaires, observation etc. On other
hand secondary data are such information that are already present and researcher use it as per the
convenience of the subject matter (Bernard, 2017). These are such as books, journals, internet
articles etc. Many authors have conducted study on the same subject and researcher gather
information from there studies. Both these are considered as appropriate tool.
In the present research project on impact of Facebook activities have on the customer
relationship in UK hotel industry, Researcher has taken support of primary and secondary both
these methods. In the primary source individual has adopted questionnaires technique in order to
gather first hand information about impact of Facebook activities on developing relationship with

consumers in the UK hotel industry. Apart from this researcher has used journals, books, website
for gathering secondary information on the subject matter (Fellows and Liu, 20150.
Ethical consideration
Ethical aspects are needed to be considered by the scholar while carrying out the
research. In the present investigation scholar has followed all these ethical aspects. Researcher
has sent consent form to the respondents before asking them questions on the topic. Participants
have signed this consent form and have given their positive concern for sharing their views.
Scholar has not forced anyone for giving answers of these questions. Investigator has maintained
security and confidentiality in the current research, no individual has got harmed due to this
research. Before gathering details from websites researcher has taken permission from the legal
authorities (Etikan, Musa and Alkassim, 2016).
Limitations
While carrying out this research scholar had to face some limitation. Lack of financial
resources was the main limitation in the current research. Scholar was needed funds to collect
data and for other uses. But due to poor financial resources individual was facing issue. But
researcher has managed it well. Another limitation of the study was shortage of time. Scholar
was having limited period of time for completing this investigation. In such short duration it was
difficult for the scholar to complete the entire study. But scholar has scheduled activities
properly that has helped the scholar in completing this investigation on time.
TASK 2 A: IMPLEMENTATION OF RESEARCH PROJECT
Undertaking research investigation
Present research project takes support of primary and secondary data collection sources
for developing understanding about the subject matter.
Primary data
Primary data is the type of details that are collected by scholar by own. These are such
details that are used first time and no one has used it earlier. In the present research on impact of
Facebook activities on developing relationship with customer scholar has collected data by using
questionnaires technique. Researcher has asked questions with the customers those who use
Facebook and follow companies Facebook page. The questionnaire is being distributed to target
respondents in UK (Robinson, 2014). All these people have been selected by using random

sampling method. Researcher has taken sample size of 25 customers for identifying impact of
Facebook activities on developing relationship with customer. Researcher has asked questions
with respondents and then has evaluated this data. After that findings are received by researcher
that has supported in drawing conclusion (Berger, 2015).
Secondary data
Secondary data is another type of data collection source in which scholar takes support of
already available information. Many researchers have conducted study earlier on the same topic.
Main secondary data collection sources are such as website, journals, books, internet articles etc.
For answering research questions, scholar will use already done studies. This has supported in
developing understanding about the subject matter (Etikan, Musa and Alkassim, 2016).
Recording and collection of data
Researcher has to collect such information that can help in addressing research problems
effectively. These details support scholar in drawing conclusion and finding results.
Sampling: For the present study scholar has applied random sampling method. This is suitable
technique because this has helped in gathering information without any biass. That helps in
gaining actual details about the Facebook activities of UK hotel industry and its impact on
maintaining and developing relationship with consumers. Researcher has taken support of
questionnaire technique and questions have been asked with 25 customers as they are respondent
in the research project (Bernard, 2017).
Researcher has get information from the questionnaire technique about Facebook
activities of Hilton Hotel and its impact on customer relationship. These findings have supported
in drawing final conclusion. All the details have been remained confidential and researcher has
not disclosed these details with another other person.
TASK 2 B: EVALUATION OF THE RESEARCH
Research evaluation techniques
Research is the process through which scholar can answer research questions by taking
support of various tool and techniques. These methods help the scholar in evaluating results ad
drawing valid conclusion. There are several tools and techniques that can be used by investigator
to evaluate the data. These are discussed as below:
 Peer review: It is the method that can be used by scholar to evaluate the data. It examines
validity of the study but it is time consuming process (Wildemuth, 2016).

 Analyses of case study: It is another methodology that is applied in different types of
investigations. It concentrates of research problems and evaluate these problems. It is
intensive type of method that helps the scholar in getting accurate results.
 Bibliometric analyses: It is generally applies in quantitative type of investigations. This
helps in measuring quality of the results. It deals with current trends but do not focus on
future issues (Taylor, Bogdan and DeVault, 2015).
 Surveys: It is another evaluation technique through which researcher can get output of the
research. With the assistance of this method scholar can identify effectiveness of
particular program.
In the current study on impact of Facebook activities have on the customer relationship in
UK hotel industry scholar has taken support of survey evaluation methodology. For that
researcher has designed questionnaire related with Facebook activities of Hilton hotel and its
relationship with customer relations. It is time and cost effective method and can be applied in
both qualitative and quantitative type to investigations. Survey tool concentrates on validity of
the results and it avoids biasness.
Interpretation and analyses of research
In the survey for identifying impact of Facebook activities have on the customer
relationship in UK hotel industry researcher has prepared questionnaire and has asked questions
with 25 respondents. This analyses will support in finding the results and giving recommendation
for improving customer relationship in the Hilton hotel.
Theme 1: Social media platform uses by the people
Facebook 12 48%
Twitter 7 28%
Blogs/ Forums 4 16%
YouTube and other video
sharing sites
2 8%

Interpretation: From the above discussion it is analysed that maximum respondents use
Facebook on daily bases. They get information about company's products and services through
Facebook activities and if they life such details then they share it with their friends.
Theme 2: Time spend by people on social networking sites per week.
0 Hour 2 8%
1-3 hours 5 20%
4-6 hours 10 40%
More than 10 hours 8 32%

Interpretation: From the above discussion it is analysed that maximum people spend 4-6 hours
per week on social networking sites. They use for gathering information and developing their
knowledge as well. They follow the Facebook page of such firms from where they get
satisfactory services.
Theme 3: Facebook page of Hilton hotel is providing you enough information about its products
and services
Strongly agree 3 12%
Agree 9 36%
Neutral 5 20%
Disagree 6 24%
Strongly disagree 2 8%

Interpretation: From the above discussion it is analysed that maximum people are agreed that
Hilton hotel is providing enough information about its products and services through its
Facebook page. Company has prepared its Facebook page in such manner so that consumers can
resolve their quarries easily. This helps in attracting new buyers and retaining existing consumers
in the firm for longer duration.
Theme 4: Main factors that attracts your towards the Hilton hotel
Its advertisement and
marketing strategies
6 24%
Quality products and services 7 28%
Healthy relationship with
consumers
8 32%
Others 4 16%

Interpretation: From the above discussion it is analysed that maximum participants have
viewed that Hilton hotel develops healthy relationship with its consumers that make the people
loyal towards the brand. This relationship supports entity in identifying needs of consumers and
providing them satisfactory services to them.
Theme 5: Facebook activities of Hilton Hotel is likeable
To great extent 5 20%
To some extent 18 72%
Did not like 2 8%

Interpretation: From the above analyses it can be interpreted that maximum respondents like
Facebook activities of Hilton Hotel to some extent. There are many big organizations those
which are using Facebook effectively, they design their page in attractive manner and coordinate
well users well.
Theme 6: Main factors that build your trust on the brand
Previous experience 3 12%
Information on internet 7 28%
Communication of firm with
its consumers
13 52%
Others 2 8%

Interpretation: From the above discussion it is analysed that many people have trust on Hilton
hotel because company communicates with its guests well. By this way problems of the
customers get resolved soon. This assists in building trust of guest of Hilton hotel to great extent.
Theme 7: Hilton hotel gives immediate response to consumers on Facebook
Sometimes 8 32%
Rarely 2 8%
Never 1 4%
Always 14 56%

Interpretation: From the above study it is analysed that maximum people have viewed that
Hilton hotel always gives immediate response to its consumers whenever individual raise any
quarry on its Facebook. This build trust of customers and it develops healthy relationship with
clients of the organization.
Theme 8: Most likeable think in Facebook activities of Hilton Hotel.
Satisfactory information
provided on its website
8 32%
Communication with
consumers
10 40%
Taking feedback with
consumers
6 24%
others 1 4%

Interpretation: As per the analyses of responses made by answers it is realised that majority of
them like Facebook activities of Hilton hotel because of its communication efforts. Entity
coordinate with its guest well and give them immediate response.
Theme 9: Marketing strategy of the company attracts consumers towards the brand
Yes 20 80%
No 4 16%
Not sure 1 4

Interpretation: As per the analyses of responses made by respondents it is realised that
maximum people have view that marketing strategy of Hilton hotel is quit effective and that
attracts consumers towards the brands.
Theme 10: Things that need to be improved by Hilton Hotel while operating Facebook.
More communication with
consumers
4 16%
Provide more information
about products and services
7 28%
make the Facebook page more
attractive
14 56%

Interpretation: From the above discussion it is realised that maximum respondents have viewed
that Hilton Hotel is required to improve its Facebook page. It needs to design it more attractive
and needs to add some images that can gain attention of customers towards the brand.
FINDINGS AND RECOMMENDATIONS
Findings
In this section researcher has used secondary data sources. By using this secondary
details' scholar has become able to evaluate information and answering research questions.
Figure 1: Facebook followers of Hilton hotel

Analyses: The above figure shows that there are 1180785 likes and 8832 people have shared its
Facebook page with others. From the above image it is analysed that company is organizing its
Facebook activities effectively that is why its Facebook followers are increasing day by day.
Hilton hotel provides adequate information to its consumers that is why many people view its
Facebook page frequently.
Figure 2: Comparison of Facebook activities of Marriott hotels and Hilton hotel

Analyses: from the above figure it is analysed that Marriott hotel has more fan post on Facebook
as compare to Hilton hotel. It is because Marriott hotels give more information about its services,
products to consumers and it shares positive reviews of consumers with others. It helps in
attracting new clients towards the brand and retaining them in the organization for longer
duration. After Marriott hotel, Hilton has the highest fan posts. But there are many other
competitors of Hilton hotel those which are promoting their brand through Facebook effectively.
It helps in developing strong relationship with the consumers and gaining their trust as well.
Figure 3: Growth of hotel industry due to use of social media platform as marketing tool

Analyses: From the above images it is analysed that in the year 2001 total revenues generated by
hotel industry was 115.6 Billion. In the year 2006 it was 147.2 billion. With the passing time and
development in technologies companies have started using social media effectively. This has
supported in enhancing their revenues to great extent. Facebook, Twitter, Instagram have
become common platform for the companies for promoting their brands across the world. This
has also given global presence to the hospitality industry of the country. Till the end of 2016
revenues of this sector has reached to 199.3 Billion. Many people started following Facebook
pages of the organization and they have started taking information from the Facebook pages of
the company. This has built trust of consumers and they get aware about the products and
services of the corporations.
Recommendations
From the above study it is identified that there are some weakness in the Facebook
activities of Hilton hotel. Cited firm is required to make changes in its activities for developing
and maintaining strong relationship with its consumers. Recommendations are as following:
 Customers always believe on such firms which give them adequate information on social
sites and communicate with them effectively. For that Hilton hotel should improve
adequacy of information on its Facebook page. By this way gust will be able to get
relevant information about the firm's products and services easily and they will believe on
it.

 Company should highlight positive reviews of consumers. By this way more people will
trust on the organization and it will support in developing strong relationship with
customers. It is the way through which entity would be able to sustain in the market for
longer duration and gaining more revenues.
 Hilton hotel should enhance communication with its consumers on Facebook application.
It needs to take continuous reviews and feedback of them. By this way they will feel
involved. This can support in developing healthy relationship with customers and
enhancing their trust level to great extent.
 The main drawback is found from the above analyses is that Hilton hotel's Facebook page
is not that much attractive. Other hotel brands have attractive Facebook page, in which
companies have added images, reviews and links so that consumers can easily book their
rooms and tables. If Hilton hotel makes its Facebook page more presentable than
whenever it will organize any activity by using Facebook application or will give any
advertisement through its Facebook page then more people will take interest and they
will like or follow the firm. That is way through which company would be able to
develop trust of consumers and will be able to provide benefits to them.
CONCLUSION
The above research has been conducted by using mixed methods qualitative and
quantitative. For the study researcher has collected information from primary and secondary both
sources. The research project has been completed successfully and all the research questions
have been answered effectively.
Facebook activities help businesses to build and maintain customer relationship
From the above study it can be concluded that many people use social networking sites
and Facebook is used by them on daily bases. Through this application people get to know about
firm and its services. Adequacy of information help in developing their trust and coordinating
well with consumers. This is the way through which entity can develop and maintain healthy
relationship with its consumers.
Facebook activities are beneficial in promotion and marketing of hotel?
From the above discussion it can be articulated that Facebook is the social media
application that assist in promoting brand across the world to great extent. By looking at the
reviews and images consumers can develop understanding about effectiveness of company's

products and services. That is the way through which strong relationship with customers can be
developed and maintained.

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Online
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Social Media Review: The Impact of Social on Brand-Consumer Relationships, 2014. [Online].
Available thrtorugh <https://link.springer.com/chapter/10.1007/978-3-319-10951-0_230>