Role of Technology in Reshaping Customer Experience in Hospitality Industry

This study explores the role of technology in reshaping customer experience in the hospitality industry, with a focus on Marriott Hotel. It identifies different technologies used to improve customer experience, analyzes the impact of advanced technology used by Marriott Hotel, and recommends ways to improve customer experience through technology usage. The research methodology includes qualitative research and data collection through surveys.

RESEARCH METHODS
AND PROJECTS

Table of Contents
1.0 Introduction............................................................................................................................3
1.1 Background Of The Study.....................................................................................................3
1.2 Aim........................................................................................................................................3
1.3 Objective................................................................................................................................3
1.4 Research Question.................................................................................................................3
1.5 Rationale................................................................................................................................4
1.6 Scope......................................................................................................................................4
1.7 Literature Review...................................................................................................................4
1.8 Research Methodology..........................................................................................................5
REFERENCES................................................................................................................................7

1.0 Introduction
Customer experience is one of the most important aspect which is looked by all the
organizations at the time of deciding different activities in the organization. One of the trending
solution which is used by all the organization to improve the customer satisfaction is the usage of
the advance technology in the operation of the hotel.
1.1 Background Of The Study
As the amount of the competition is increasing with the rapid rate in the hospitality
industry, all the organization in the hospitality industry used to adopt the different technique to
satisfy the need of the customer and increase the customer experience in the market. One of the
main thing which is generally used by all the organization for improving the customer experience
is the uses of the technology in the operation. The reason behind using the same is that it helps
the organizations in understanding the customer in better way and also help the company in
passing on the correct image of the hotel in the eye of the customer. This proposal highlights the
point of view of the author related to different technology used by the hotel and on the impact
which is brought by the advance technology on the performance of the organization. In the end
the report highlights the research methodology.
1.2 Aim
To ascertain the role of technology in reshaping the customer experience in Hospitality
industry. Study based on Marriott Hotel.
1.3 Objective
 To identify different technology used to improve the customer experience in hospitality
industry.
 To analyses the impact of advance technology used by Marriott Hotel for reshaping
customer experience.
 To recommend the best way through which customer experience can be improved in
regard to technology usage in the organization.
1.4 Research Question
 What are the different technology used to improve the customer experience in Hospitality
industry?
 To identify impact of advance technology used by Marriott Hotel for reshaping customer
experience?

 What is the best way through which customer experience can be improved in regard to
technology usage in the organization?
1.5 Rationale
As amount of the competition is increasing in the hospitality industry very
rapidly, all the organization dealing in the hospitality industry always try to attract the customer
toward the organization and try to maintain the customer experience in the organization. As a
result organization uses the advance technology to enhance the customer experience in the hotel
but find it hard to understand the different impact which has been brought by the advance
technology in the organization. As Marriott hotel is one of the biggest hotel in the UK and used
to offer the variety of the services to the customer. To improve the customer experience in the
organization, looking to adopt the advance technology in the organization but finding it difficult
to understand the impact which will be brought by the advance technology. Also, getting
difficulty in understanding the different technology available in front of them. This study will
help the organization in understanding the same as this study highlights the impact of using
advanced technology and different technology which are used to reshape the customer
experience.
1.6 Scope
As almost all the organization uses the advanced technology to improve the customer
experience in the market. This research will be very helpful for the other researcher in the future
who will be conducting the research on the same topic in the future. Also, this research will open
up the scope of the information for the competitor in the market who will be facing the same
problem in the future. This research will also be helpful for the Marriott at the time of conducting
any other study related to this topic in the future.
1.7 Literature Review
Theme 1: “Different technology used to reshape the customer experience”
In the published paper of Joshi (2018), author has highlighted that there are many types
of the technology which has been brought by the hospitality industry organization to enhance the
customer experience. Augmented reality (AR) is one of such technology in which all the
company use to offer the services of enjoying the experience of many real world location at one
place. This used to attract the customer. CeArley and et.al., (2016) used to pass on the opinion
that Artificial Intelligence is the another important technology which is adopted by almost all the

organization in today's world to improve the customer satisfaction in the organization. The
reason behind the same as identified that AI used to provide better option for the customer to
select from. Also, author highlights that marketing department of all the hospitality industry
organization is focusing on the AI in their customer journey strategy, which help them in
predicting at what stages are customer in the funnel and how to serve them better.
Theme 2: “ Impact of advance technology used by Marriott Hotel for reshaping customer
experience”
Advance technology used to bring the variety of the impact on the performance of the
hospitality industry. As Parise, Guinan and Kafka (2016) highlights that advance technology
used to help the organization in getting better idea about the customer need and the preference.
On the basis of same different decision are being taken in the organization. On the contrary note
Batra, (2018) highlights that advance technology also used to increase the cost of the company as
company has to invest heavily for the purpose of procuring the advance technology.
Joshi (2018) pass on the opinion that advanced technology has helped the company in
offering the wider variety of the services to the consumer in the market. This eventually help the
customer in satisfying their need proficiently in the organization. At the same time CeArley and
et.al., (2016) argued that using advanced technology to offer the services sometime create the
uncertain situation in the Hotel. As management in the Hotel is not able to build the bonding
with the customer which is required to carry out the activity of the hotel.
LITERATURE GAP
As in the past there was less trend of using the advance technology to carry out the
operation of the business, the highlighted literature review used to not contain all the detailed
information about the technology. To overcome and fill-up the same gap the report will look at
the impact of the advance technology in current situation as well.
1.8 Research Methodology
Research Type: Research is the study which includes investigation on the issue which is
being faced by the organization and to find-out the outcome of the same issue. Researcher
generally uses qualitative and quantitative research type as the research type to conduct the
research (Meyers, Gamst and Guarino, 2016). Researcher will be taking help of the qualitative
research type to find out the outcome of the study as it will be difficult for the research to present
the result of study in numeric form.

Research Philosophy: Research philosophy is the process based belief in regard to the
way data will gathered, analysed and used. Positivism and Interpretivism are most common
research philosophy in the field of the study. Interpretivisim research philosophy is the research
philosophy which will be used by the scholar as it used to provide the good support for the type
of the research selected.
Research Approach: Research approach are the different type of the plan which looks at
broad assumption related to the data collection, analysis and interpretation (Quinlan and et.al.,
2019). Scholar is having a option of choosing anyone researches approach out of the inductive
and deductive research approach. Deductive approach type will be used by the researcher in
finding out the outcome of the study as it will help him in understanding the human interest
present in the study as well.
Data Collection: Data collection is the process of sourcing out the different information
on the basis of the same study can be conducted. To collect the secondary data scholar will went
through the different books and journal related to the topic of the study. Primary data will be
collected with the help of the survey which will take place via questionnaire.
Data Analysis: Data analysis is the process in which collected data are interpreted such a
way that it get easier to understand the collected data. Scholar will be using the Thematic data
analysis tool to analysis the data with the help of the different graph and table.
Sampling: Sampling is the process of selecting out the respondent to source the primary
data from them. Probabilistic and Non Probabilistic are two type of sampling tool commonly
used in the research. Scholar will be taking help of simple random sampling in probabilistic
method to select the respondent. Selected respondent size for this study is the 20 employee of
hotel.
Ethical Consideration: Researcher will be taking consent of all the respondent
beforehand itself before collecting the data (Saunders And et.al., 2015). Also, Scholar will try to
maintain the high level of confidentiality throughout the process of carrying out the activity of
the research.

REFERENCES
Books and Journal
Batra, M. M., 2018. Designing a Holistic Customer Experience Program. In Competition Forum
(Vol. 16, No. 1, pp. 73-81). American Society for Competitiveness.
CeArley, D and et.al., 2016. Top 10 strategic technology trends for 2018. The Top, 10.
Joshi, A., 2018. Digital technologies for enhancing customer experience. Sansmaran Research
Journal, pp.1-8.
Meyers, L. S., Gamst, G. and Guarino, A. J., 2016. Applied multivariate research: Design and
interpretation. Sage publications.
Parise, S., Guinan, P. J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons, 59(4), pp.411-
420.
Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
Saunders, M. N. And et.al., 2015. Understanding research philosophy and approaches to theory
development.