Role of Social Media in Resolving Changing Customer Preferences - Study on Hilton Hotel

This research project proposal focuses on determining the role of social media in resolving the issues related to changing customer taste and preferences in the hospitality industry. The study specifically examines the case of Hilton Hotel and explores how social media can be used to interact with customers, promote services, and adapt to changing preferences. The research aims to identify the importance of social media for Hilton Hotel, the issues arising from changing customer preferences, and the role of social media in resolving these issues. The investigation will utilize a qualitative research approach and gather data through primary and secondary sources. The findings will contribute to understanding the impact of social media on customer preferences and provide insights for other organizations in the industry.

Research project
Proposal

Contents
Title: - To determine the role of social media for resolving the issues related with changing
customers taste and preferences. A study on Hilton hotel..............................................................1
INTRODUCTION...........................................................................................................................1
Rationale......................................................................................................................................2
Aim: -...........................................................................................................................................2
Research objectives.....................................................................................................................2
Research questions.......................................................................................................................2
Time Scale...................................................................................................................................2
LITERATURE REVIEW................................................................................................................4
The importance of social media for Hilton hotel.........................................................................4
The issues arise due to changing customer taste and preferences...............................................4
Role of social media for Hilton hotel in resolving issue related with changing customer
preference....................................................................................................................................5
RESEARCH METHODOLOGY....................................................................................................5
REFERENCES................................................................................................................................7

Title: - To determine the role of social media for resolving the issues related
with changing customers taste and preferences. A study on Hilton hotel
INTRODUCTION
Social media is a platform which make use of internet networking for connecting the
people throughout the world over a single network. This platform is mainly used in order to
communicated with one another, transmitting the information, idea or emotions. This platform
plays a significant role within the smooth flow of business operations which help the business to
get connected with the customers, promote its services, brand as well as boost up the sales. It is
so because by adopting social media platform it become easier for an organisation to interact
with its customers and make them aware about the product or services offered by them and
benefit which it exerts (Godey and et. al., 2016). The use of social media gets increased within
business practices due to the technological development which in turn also created tough
competition in front of the companies as customers easily get information about the substitute
available and hence result into brand switching. This issue is most common in hotels where
people prefer to make the comparison between available options over a particular place so that
they avail the better services. This is the major reason behind increasing the issue of changing
customer demand and preferences toward the services offered by hotels.
But the changing taste and preferences can also be determined by an organisation with
the help of social media sites so that appropriate changes can be made in term of its product of
services that help in delighting the customers. This can be done with the help of interacting with
the customers in term of determining their expectations as well as trend that is prevailing in
marketplace. On the other side the visiting rate of customer over the particular type of service
can also be judged so that it can be made available to customers (Boateng, 2016). Hence,
performing detailed study over this Hilton hotel is taken into consideration which offers a large
variety of services to its customers throughout the world. In addition to this it also makes use of
social media platform in order to promote its business practices as well as interacting with
customers so that services can be offered as per their requirement so that competitive edge can be
achieved at marketplace.
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Rationale
The main aim of conducting this investigation is to determine the role of social media
platform in enhancing the level of performance of an organisation. Additionally, it also helps the
researcher in developing its understanding regarding the ways in which changing taste and
preferences of customers affect an organisation. When the investigation gets p0ublished it
support several organisations to deal with the issues that they may face while operating at social
media and manner in which it must be tackle.
Aim: -
To determine the role of social media for resolving the issues related with changing
customers taste and preferences. A study on Hilton hotel.
Research objectives
 To determine the importance of social media for Hilton hotel.
 To identify the issues arises due to changing customer taste and preferences.
 To determine role of social media for Hilton hotel in resolving issue related with
changing customer preference.
Research questions
 What is the importance of social media for Hilton hotel?
 What are the major issues that get arises due to changing customer taste and preference?
 What is the role of social media for Hilton hotel in resolving issue related with changing
customer preference?
Time Scale
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LITERATURE REVIEW
The importance of social media for Hilton hotel.
As per the information presented by Tuten and Solomon, 2017, social media plays a
crucial role within the growth and success of an organisation by making it able to interact with
its customers and be able to build up strong relationship with them by continuing interacting with
them. In addition to this it also supports a business in marketing its product or services while
maintaining a positive image in marketplace. The social media platform brings up several benefit
to Hilton hotel, as it makes easier for the hotel to have a regular interaction with its customers
and determine their expectation toward the services offered by them. This in turn support them in
achieving the competitive edge at marketplace by formulating effective strategies to deal with
such challenges as well opportunity that are present in marketplace. Apart from this it also
supports in influencing the choice of its customers and attracting them toward services either by
promoting about the services, offering special discount over online services or by providing the
positive feedback of customers experiences its services so that more and more customers can be
attracted toward availing services.
The issues arise due to changing customer taste and preferences.
According to the view point of Miller and Skinner, 2015, customer taste and preferences
toward the product or services of customers plays a crucial role within the marketing
performance of an organisation and manner in which it become able to achieve competitive
advantage. The demand for the hospitality services get increased as per the increase in customer
income level, kind of innovations bring by other competitors, type of trip they are organising etc.
These all are the factors which contribute toward affecting the customers taste as well as
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preferences which in turn create several issues in front of Hilton hotel. The major issues that may
get arises in front of Hilton hotel are decline in sale, a competitiveness get affected at
marketplace, may experience loss, leads to brand switch, variation in demand and supply of
services etc. These al affect the performance as well as sustainability of Hilton hotel at
marketplace and also may leads to affect its position in front of competitors.
Role of social media for Hilton hotel in resolving issue related with changing customer
preference
According to the view point of Itani, Agnihotri and Dingus, 2017, social media support an
organisation in several manner to improve its performance and be able to achieve higher brand
performance at marketplace. This is so because it provides platform of an interaction between the
business as well as customers so that direct information can flow among them in effective
manner. The Hilton hotel can deal with the issues related with changing need and preferences of
customers. For dealing with theses issues Hilton hotel can perform the market survey in term of
kind of service being appreciated by customers at marketplace so that variations can be provided
in effective manner. Despite of this, it can directly interact with customers while they are having
issues and reverting back after solving their issues. In addition to this it may regular post pictures
and videos of happy customers who get satisfied with the services of hotel so that other
customers being attracted toward their experience and get influence to purchase for the same.
RESEARCH METHODOLOGY
Research methodology consist of a description regarding number of tools and
techniques that are required to gather, evaluate and interpret the information in effective manner
for completing the investigation while achieving the research goals and objectives. It also acts as
a guideline for researcher for directing its actions in right direction so that desired objectives can
get accomplished (Johannsen, 2015). The tools and techniques used in this investigation are
mentioned below:
Research approach: - There are basically two kind of approaches that are used within an
investigation such as inductive and deductive. Within this the inductive approach will be taken
into consideration as it makes use of theoretical framework in order to present the information in
detailed manner. This in turn support the investigator in presenting information effectively and
be able to develop better understanding regarding the area of study.
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Type of investigation: - While performing investigation two type of investigation are
mainly taken into consideration such as qualitative and quantitative (Kim, Li and Brymer, 2016).
Among them qualitative mean of investigation will be consider which allows the investigator to
represent the information in more effective and detailed manner so that clear means or finding
can be explained in effective manner.
Source of data: - In order to collect the information in effective manner two sources of
data can be taken into consideration i.e. primary and secondary source of information. For
performing this investigation both primary as well as secondary method of data collection will be
taken into consideration. Among them primary information will be gathered using questionnaire
and secondary information can be gathered with the help of literature review from which
information will be gathered from sources like books, journals, articles etc.
Sampling: - In order to gather the primary information data will be gathered with the
help of questionnaire by sampling which represent the whole population. for performing this
investigation probabilistic approach will be taken into consideration where respondents will be
selected on random basis where bias behaviour in term of selecting respondents will be avoided.
The respondents will be 10 managers.
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REFERENCES
Books and Journals
Godey, B. and et. al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Boateng, H., 2016. Customer knowledge management practices on a social media platform: A
case study of MTN Ghana and Vodafone Ghana. Information Development, 32(3),
pp.440-451.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Miller, G. S. and Skinner, D. J., 2015. The evolving disclosure landscape: How changes in
technology, the media, and capital markets are affecting disclosure. Journal of
Accounting Research, 53(2), pp.221-239.
Itani, O. S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its impact on
competitive intelligence collection and adaptive selling: Examining the role of learning
orientation as an enabler. Industrial Marketing Management, 66, pp.64-79.
Kim, W. G., Li, J. J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management, 55, pp.41-51.
Johannsen, C. G., 2015. Teaching social media in public libraries–Danish experiences. The
Bottom Line, 28(1/2), pp.19-25.
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