The Impact of Social Media (Social Media) on Customer Relationship within the UK Fast Food Sector

Running Head: BUSINESS RESEARCH PROJECT
The Impact of Digital technology (Social media) on customer relationship within the UK fast food sector

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Abstract
The primary aim of this study is to evaluate the role of social media on customer relationship in the
UK fast food sector. The introduction, literature review, research methodology, data analysis and
findings, and conclusion and recommendation is discussed in this study. The introduction section
could be effective in collecting information about the concepts and meaning of the research
background. This section is also effective in gaining the knowledge about research objectives and
scope of the study as it will be effective for completing the study. The literature review demonstrated
that the technology is being an imperative part of the business due to eliminating the probability of
failure from the business operation by making easily process of business through customer relations.
The literature review could also supported that there is positive relationship between the digital
technology and customer relationship. In the literature review section, different strategies has been
discussed named customer service tool, E-mail method, communication tool, and training and
development method. In this study, the research scholar is practiced deductive approach for evaluating
the data by considering the research hypothesis. In this study, the mixed research design is practiced
by the investigator as it supports to get the conceptual and numerical information about the research
issues. The secondary and primary data collection also be practiced as they also is supportive in
getting the non-factual and factual data by available and first handed data sources. This process will
consider statistical information and non-statistical data analysis method for evaluating conceptual and
statistical data about the current research matter. The researcher has selected 50 employees to conduct
this study and make favourable decision in the context of the current matter. Further, the researcher
uses ethical norms for conducting the study in a systematic manner. In this process, SPSS and Ms-
Excel software are practiced by the researcher to evaluate the data and meet the research aim.
Moreover, the recommendation and conclusion section is imperative in summarizing the whole
research as it is associated with the relationship between social media and customer relationship.

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Table of Contents
Chapter 1: Introduction..........................................................................................................................4
Research title.....................................................................................................................................4
Research aim and objectives..............................................................................................................4
Research questions............................................................................................................................4
Research background.........................................................................................................................4
Research significance........................................................................................................................5
Chapter 2: Literature review..................................................................................................................6
Chapter 3: Research methodology.........................................................................................................9
Introduction.......................................................................................................................................9
Research approach.............................................................................................................................9
Research design.................................................................................................................................9
Data collection method......................................................................................................................9
Data analysis method.......................................................................................................................10
Sampling method.............................................................................................................................10
Ethical consideration.......................................................................................................................11
Research limitation..........................................................................................................................11
Survey through questionnaire..............................................................................................................11
A. Keep Customers Up to Date....................................................................................................13
B. Easier Questions and Feedback................................................................................................13
C. Effective Delivery....................................................................................................................13
D. Customer Service Management...............................................................................................13
E. Efficiency and Pricing.............................................................................................................13
F. All of the above.......................................................................................................................13
Chapter 4: Data Analysis and findings................................................................................................14
Chapter 5: Conclusion and recommendation.......................................................................................30
References...........................................................................................................................................31
Table 1: Gender...................................................................................................................................15
Table 2: Age........................................................................................................................................16
Table 3: Experience.............................................................................................................................16
Table 4: Use digital technology...........................................................................................................17
Table 5: Reason of using digital technology........................................................................................18
Table 6: How often you used digital tool.............................................................................................19
Table 7: Digital technology is benificial..............................................................................................20
Table 8: Disadvatges of using digital technology................................................................................21
Table 9: Effective marketing strategy..................................................................................................22

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Table 10: Digital technology is vital....................................................................................................23
Table 11: Customers retaion affect the business..................................................................................24
Table 12: Technology innovation........................................................................................................25
Table 13: activity completed by the digital technology.......................................................................26
Table 14: role of digital technology in customer relation....................................................................27
Table 15: Customer service technology...............................................................................................28
Chart 1: Gender...................................................................................................................................15
Chart 2: Age........................................................................................................................................16
Chart 3: Experience.............................................................................................................................17
Chart 4: Use digital technology...........................................................................................................17
Chart 5: Reason of using digital technology........................................................................................18
Chart 6: How often you used digital tool.............................................................................................19
Chart 7: Digital technology is benificial..............................................................................................20
Chart 8: Disadvatges of using digital technology................................................................................21
Chart 9: Effective marketing strategy..................................................................................................22
Chart 10: Digital technology is vital....................................................................................................23
Chart 11: Customers retaion affect the business..................................................................................24
Chart 12: Technology innovation........................................................................................................25
Chart 13: activity completed by the digital technology........................................................................26
Chart 14: role of digital technology in customer relation.....................................................................27
Chart 15: Customer service technology...............................................................................................28

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Chapter 1: Introduction
Research title
The Impact of Digital technology on customer relationship within the UK fast food sector.
Research aim and objectives
Aim of the study is to examine the impact of digital technology (social media sources) on making the
customer relationship for the UK fast-food sector.
 To comprehend the conceptual information about the digital technology and customer
relationship
 To address the impact of digital technology on customer relationship within the UK fast food
sector
 To recommend the strategies for improving practices of digital technology in customer
relationship within the UK fast food sector
Research questions
 What is the meaning and concept of digital technology and customer relationship (Yes, I am
going to look at their different meanings and concepts)
 What is the impact of digital technology on customer relationship within the UK fast food
sector
 What are strategies used for improving practices of digital technology in customer
relationship within the UK fast food sector
Research background
In the current business era, it is essential for the organisation to improve their existing knowledge
about digital technology to improve their relationship with consumers and retain them for the long-
term. Moreover, it is stated that digital technology offers a way to the organisation for operating a
business and sustain their business in the marketplace (Hair Jr, et al., 2015). The social media of
digital communication could also support an organisation to directly communicate with their
consumers and get feedback on goods and services for increasing the satisfaction level of consumers
(Fernie, 2014). The organisation could consider the training and development method to employee for
gaining knowledge of them about the different sources of social media to make the reliable
relationship with the consumers and attract them to have goods and services of UK fast food industry.
The digital technology is an imperative way for operating business in an effective way (Aung and
Chang, 2014).
Research significance
This study is effective for the researcher to increase their conceptual understanding about the digital
technology as well as customer relationship. Further, it supports to improve knowledge of investigator
towards the impact of digital technology on customer relationship within the UK fast food sector. This
study is effective for evaluating the research concern, which will lead to easily solve the research
matter. Lastly, it could be effective in obtaining the information about the strategies used 0by the

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company for improving practices of digital technology in customer relationship within the UK fast
food sector.

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Chapter 2: Literature review
Fernie and Sparks (2018) state that technology is a significant part of the firm as it assist to improving
the whole process of business functions. It could increase probability of getting higher competitive
benefits.In the 21st century, each organisation has used digital technology (social media sources) to
operate the business and meet it's targeted in leats time and cost. Fernie and Sparks (2018) stated that
social media is technology that enables to the firm for communicating with specified consumes and
share the unique feature of their products and services. Along with this, organization could also
demonstrates the customer’s value, which will lead to the organization for improving their overall
business by enhancing the productivity of the firm. For illustration, an organisation has used digital
technology as it would facilitate to increase the awareness of goods and services among consumers.
This tool could also be effective in increasing the demand for particular goods and services. The
digital technology could lead to the firm for boosting the financial performance of the firm in the least
time by eliminating the risk of firm and
In addition, modern technology like could lead to the firm for boosting the financial performance of
the firm in the least time.
Apart from this, Panagiotopoulos et al. (2015) examined that consumer relationship could play an
imperative role in the failure and success of a particular business. Strong relation could support to
build brand loyalty as well as increasing the business reputation because the poor consumer service
could negatively impact on the image of a business. It could affect the overall performance of the
organisation. Technical innovation could make an easy process of interaction between consumer and
employees. It could lead to the firm for spreading awareness of goods and services among a large
number of consumers and complete their organisational task.
In contrast to this, Grant, (2016) stated that digital technology is being an integral part of each
business due to supporting to make the decision about a specified organisational goal. The main
reason of the application of computer-based technology in the business is to eliminate the manual
process of business activity and make automotive process which could be supportive for saving time
of the organization. A higher satisfaction level of consumers could make a diverse image of the firm
among the consumers and supports to easily build a strong relationship with them.
Lovelock and Patterson (2015) illustrated that good workforce do make customer relationship. It is
because the consumer could be most imperative assets of an organisation as it leads to the firm for
making higher competitive benefits. In the organisation, many employees have a positive perception
of the organisation action, which could be effective for the firm for getting a favorable outcome.
Role of digital technology on the customer relationship
Boyland and Whalen (2015) stated that customer relations could lead to the success and failure of the
organisation. The strong relationship could build loyalty as well as encourage the business tosustain
their business in the marketplace. Moreover, the business could operate by the organisation by
considering many policies as it could be associated with competitiveness. Further, digital technology

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could be imperative in keeping consumers by directly conversing with them and comprehend their
needs and desires towards goods. It will lead to make business decision.
In support of this, Kotler et al. (2015) stated that business owners could use different techniques of the
digital technology to inform the consumers towards new goods, which might increase the interest of
them to purchase goods and services. The business owners could use digital technology for building
the customer’s relationship and increase the profitability of a firm. Social media could increase the
ability of a firm to sustain their business in the marketplace. Moreover, the digital technology could
attract huge number of consumers in same time and facilitates to share their message among them in
one time that would be effective for saving the time of promotion of the firm. This is a tool that assists
the firm to improve its existing situation and make a different image in the marketplace without
higher investment in the business activity.
Crane and Matten (2016) argued that digital technology could support the firm to reach consumers in
the least time and obtain a feasible result with respect to the impact of digital technology on customer
relationship management. E-communication method is crucial as it offers fast and cheaper services for
both parties’ organisation as well as consumers.
In favor of Royle and Laing (2014) examined that the popularity of digital technology makes the
easier procedure of business activity that saves as well as the time of the organisation. Moreover, the
organisation uses this tool for increasing their competitiveness and capable to get higher benefits.
Moreover, poor customer relationships could be possible due to the lack of innovative products and
services in the working place. Royle and Laing (2014) stated that poor communication could decline
the opportunity for effectively convey the message to others and make decision about the
organizational task.
Yu Ramanathan and Nath (2014) examined that consumer relation management could be effective in
satisfying a huge number of the consumer by products and services of the organisation. In addition, it
is examined that business could use different tools and techniques for public relation, which would be
effective in sustaining business in the market place for the upcoming period. The organisation could
practice customer service management cultures and programs to track and evaluate data and collect
consumer feedback to reach a reliable conclusion. The organisation has mainly used such sources to
offer their services to deliver goods and services, which consumers desire to get and make a favorable
decision.
In support of this,Schwab (2017) stated that social media sources could offer a path to the
organization to post content related to products and services among huge number of consumers. It will
be effective for meeting the aim and objectives of the organizational task. There are different sources
that might be affected by the firm to increase the awareness of company’s products and services
named as Facebook, Instagram, Wtsapp, YouTube, twitter, and Gmail. These sources will be effective
in getting the data towards the organizational products and services.
Strategies

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Tansey and Worsley (2014) recommended an organisation should use different sources of social
media tool like Facebook, Twitter, Google, and YouTube to aware consumer towards the goods and
services by directly conversing with them. It can also be recommended that the organization should
use such tools to make an effective relationship with consumers and operate their business
systematically. It can also be suggested that social media sources could make a connection between
consumers and organisation and operate the business effectively. Apart from firm this, it is stated that
E-mail method is a tool that assist to conversing the message to their employees towards the
organizational task. It could be effective in increasing growth of firm. Moreover, it is evaluated that
the communication with social media sources could facilitate to make direct relationship with others.
The social media sources could offers an effective path for operating their business. The organization
should needed to response on the each post of followers for making the positive relationship with
them and shows that how much they are important for the organization.
Orel and Kara (2014) recommended that an organisation should use training and development method
and improve the skills of employees for making a reliable relationship with their consumers by
considering the social media sources. This method could also use to teach employees towards the
implication of digital technology and increasing customers loyalty towards the brand of the
organisation. It could also be effective in sustaining the image of the organisation and make higher
competitive benefits.

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Chapter 3: Research methodology
Introduction
This research methodology enables the researcher to select a suitable method for conducting the
research and get reliable information with respect to the selected research dilemma ( Kandampully,
Zhang, and Bilgihan, 2015). This section discusses different tools of the research methodology for
collecting the information about the research issue like approach, research strategy, data collection,
data analysis, sampling method, ethical consideration, and research limitation (Kandampully, Zhang,
and Bilgihan, 2015).
Research approach
The research approach leads to select different tools like inductive and deductive approach ( Carroll
and Buchholtz, 2014). The inductive approach is practiced to get conceptual information by
considering available sources and support to develop theories about research matter. Apart from this,
the deductive approach enables the firm to developing a hypothesis as per the required data. This
method also enables the investigator for accepting and rejecting the research hypothesis. In this study,
the researcher has as compared to the inductive approach due to evaluating the data by hypothesis.
The main reason for selecting a deductive approach is that researcher desire to get the feasible
information towards the research matter. This method could also support to accept the developed
hypothesis and accomplish the aim of the study. The deductive approach is effective in getting
accurate information about the current matter. The inductive approach will not be practiced by the
researcher as it will assist to get theoretical information.
Research design
In this study, the researcher has used a mixed research design could be practiced by the researcher to
get factual and non-statistical information about research matter. The mixed research design method
facilitates to consider the survey through as well as literature review method to get the information
and meet the aim and objectives the research matter. This design could consider both qualitative and
quantitative method, which will lead to getting the advantages of both methods. The qualitative data
will be collected by considering articles, books, articles, and online and offline sources. The
quantitative method has been collected by entailing by considering the survey through questionnaire
method. Consequently, the investigator will be capable to get a feasible outcome (Westerman, Bonnet,
and McAfee, 2014).
Data collection method
The data collection method is effective to collect the feasible information about research matter as it
could be possible by considering the certain methods named primary and secondary data collection
method. The primary data is practiced for collecting first handed data from the selected sample size
and meet the aim of the study. There is a certain method that is considered in the primary data
collection method like survey through questionnaire method, observation, and interview method
(Yusuf, et al., 2014). The secondary data is collected by entailing existing sources like academic

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sources, books, journals, and online and offline sources (Westerman, Bonnet, and McAfee, 2014). In
this study, the researcher has practiced primary as well as secondary data collection method to meet
their aim and objectives. The primary data is collected by the survey through questionnaire method as
it enables to get factual information towards the research matter. It will be collected by first hand,
which is more reliable and accurate as compared to the secondary data collection method. Apart from
this, the secondary data collection method will be effective in getting conceptual information towards
the research issues as it could be collected by considering content analysis method as it facilitates to
conceptual information about the research matter (Bhamra and Lofthouse, 2016).
Data analysis method
The data analysis method is effective in evaluating collected data by considering different sources like
statistical data analysis method, content analysis method, literature review method, and case study
method. In this study, the researcher has practiced Statistical data analysis method and content
analysis method can lead to examine the theoretical as well as conceptual data in a systematic manner.
The quantitative data analysis method is effective in evaluating the factual information towards the
research issue a sit could be possible by entailing the SPSS and Ms-Excel software. SPSS tool is
effective in evaluating feasibility of the research outcome. Moreover, theoretical information is
evaluated by considering the content analysis method as it would lead to getting reliable data about
the research matter (Gaber and Wright, 2014). This method could be collected by getting the data
form the different sources.
Sampling method
The sampling method is effective to determine a suitable samples for conducting the research and
support to meet the research aim and objectives. There are two kinds of methods that are considered
as sampling methods like probability and non-probability sampling method (Grayson and Hodges,
2017). In this study, a simple random probability sampling method has been used to evaluate
collected information towards research matter. Besides this, it facilitates to the investigator to
selection to collect feasible information about research issue (Belasco and Scranton, 2014). Moreover,
the simple random probability sampling method could also provide an equal opportunity to the
research candidates for being a part of the research. The non-probability sampling method is not
practiced by the researcherbecause it creates biases in the research (Grayson and Hodges,
2017). There are different elements that are considered in the research like age, gender, education,
sex, and region (Hudson, et al., 2015). The non-probability sampling method could be quite expensive
and time-consuming as compared to the probability sampling method. In this study, research has
selected 31 employees of a small restaurant to collect their responses with respect to the impact of
digital technology on customer relationship. The sampling method is effective to comprehend the
research concern in depth and make a favorable decision in the context of the current issue. The
collected opinion of the small organisation employees is associated with the current research matter
(Donnelly, et al., 2015).

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Ethical consideration
Ethical consideration is effective in conducting research in a systematic manner. The ethical
consideration facilitates to the investigator to conduct suitable behavior in the study. There are
certainly ethical issues that could be associated with different ethical issues like data security, time of
research conduct, and permission of the top management issue (Mellentin, and Heasman, 2014). For
eliminating the ethical issue, an individual should use the university guidelines, no data manipulation,
use of suitable referencing, suitable use of grammar, and ethical norms. It could be effective for
reaching at the reliable conclusion.
The researcher has considered ethical norms as its mandate to the investigator to use the code and
conduct and remain the above issues as it facilitates to eliminate the probability of ethical issues
systematically. The research scholar has also accountable for securing information of the research
candidates as it leads to making the relationship between investigator and research candidates ( Cao,
and Li, 2015).
Research limitation
The research limitation could eliminate the probabilities of research outcome. There are certain
factors that are considered in the research like time, cost, and resources. This study could require
higher cost as it could mandate to the investigator for accomplishing the research at specified cost
(Soosay and Hyland, 2015).
Survey through questionnaire
Demographic questions
Characteristics about you and your work (please circle/complete)
1. What is your gender? (Please circle)
A. Male
B. Female
2. How old are you?(Please tick the box)
Under 32 32 – 47 47 above
3. Please tick mark on experience that you have in the food industry? (Please tick the box)
Under 2 years 2 – 10 years 10 years above
Objective bases question
Do you use digital technology?
A. Yes
B. No
Why do you use digital technology?
A. Browsing 1

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B. Chatting with friends 2
C. Connecting with people 3
D. Sharing content 4
E. Work/business 5
F. Advertisement 6
G. Promotion/Events 7
How often are you on digital technology?
A. Several times a day
B. At least once a day
C. Less than once a month
How often are you on digital technology for interacting with others?
D. Several times a day
E. At least once a day
F. Less than once a month
How does digital technology (social media)is beneficial to your business?
A. Cost effective way of marketing your business
B. Good for engaging with clients
C. Good for building relationships with customer/others
D. Useful for advertising
E. Good for attracting new clients
What are the disadvantages of using digital technology for making customer relationship?
A. Time consumption
B. Users are allowed to post negative content/spam
C. Competitive
D. Doesn't seem to boost my company's profile
What are the most effective marketing strategies for businesses?
A. Networking events
B. Internet marketing
C. Social media marketing
D. Advertisement campaigns
E. Directly reaching out to clients through email/phone calls
F. Talking with potential clients on forums
Do you agree that information technology (IT) has become a vital and integral part of every business
plan?
H. Strongly Agree
I. Agree
J. Neutral

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K. Disagree
L. Strongly disagree
Do you think that Customer relations play a key role in the success or failure of a business?
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
Do you think that technological innovations have made it easy for businesses to interact with
customers, particularly for small businesses that may not have the funds for traditional marketing and
advertising techniques?
A. Yes
B. No
In your opinion, which one of the following activities will be completed by considering digital
technology?
A. Keep Customers Up to Date
B. Easier Questions and Feedback
C. Effective Delivery
D. Customer Service Management
E. Efficiency and Pricing
F. All of the above
In your opinion, which one is effective to improve the practices of digital technology in customer
relation?
A. Practicing Customer Service Technology
B. Training and development activity
C. All of the above
Do you agree that Customer Service Technology is more effective as compared to another method?
A. Yes
B. No

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Chapter 4: Data Analysis and findings
This section is effective for evaluating the collected data by considering the statistical method. The
investigator has used the SPSS tool to evaluate the data and meet the aim and objectives of the
research matter. This study will be conducted on 31 employees who are working in the food industry.
Demographic questionnaire
The following questionnaire will support to collect personal information about the research
participants. The basic knowledge about name, gender, age, expertise could support to make the
relationship between the investigator and research participants as it would affect the overall
performance of the organisation.
Table 1: Gender
Gender
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Male 14 45.2 45.2 45.2
Femal
e
17 54.8 54.8 100.0
Total 31 100.0 100.0
Chart 1: Gender

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From the above table, it can be found that the investigator has select both female as well as male for
conducting this study. In this, 17 out of 31 were females while 14 were males. The main reason for
selecting both male and female is to obtain a different view and opinion of the participants.
Table 2: Age
Age
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Under
32
15 48.4 48.4 48.4
32 – 47 13 41.9 41.9 90.3
47
above
3 9.7 9.7 100.0
Total 31 100.0 100.0
Chart 2: Age
With respect to the above chart, it can be illustrated that the investigator has selected 32 to more than
47 years of employees for conducting this study. In this, 15 out of 31 respondents came in the age
group of under 32. It is also stated that 41.9% came in the 32-47 age group and 9.7% were having
more than 47 years old.
Table 3: Experience
Experience

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Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Under 2
years
15 48.4 48.4 48.4
2 – 10 years 13 41.9 41.9 90.3
10 years
above
3 9.7 9.7 100.0
Total 31 100.0 100.0
Chart 3: Experience
In this, the investigator has selected 2 to 10 years of experienced people to conduct this study. In this,
15 out of 31 respondent have 2 to 10 year of experience in the food industry. Apart from this, it is also
stated that 12 out of 31 research candidates have less than two years of experience.
Table 4: Use digital technology
Use digital technology
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Yes 30 96.8 96.8 96.8
No 1 3.2 3.2 100.0
Tot
al
31 100.0 100.0

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Chart 4: Use digital technology
With respect to the above table, it is found that 30 out of 31 research candidates seeks that they use
the digital technology in their day to day activity for attracting the consumers while 1 out of 31 is not
agreed with the same statement.
Table 5: Reason of using digital technology
Reason of using digital technology
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Browsing 8 25.8 25.8 25.8
Chatting with friends 11 35.5 35.5 61.3
Connecting with
people
2 6.5 6.5 67.7
Sharing content 2 6.5 6.5 74.2
Work/business 7 22.6 22.6 96.8
Advertisement 1 3.2 3.2 100.0
Total 31 100.0 100.0
Chart 5: Reason of using digital technology

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The above table and chart demonstrated that there are many reasons that might be caused of using
digital technology named Browsing, Chatting with friends, Connecting with people, Sharing content,
Work/business, Advertisement, and Promotion/Events. It is found that 11 out of 35 research
candidates seeks that research candidates use digital technology for chatting with friends as it could be
effective for making a reliable relationship with the consumers.
Table 6: How often you used digital tool
How often you used digital tool
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Several times a day 22 71.0 71.0 71.0
At least once a day 7 22.6 22.6 93.5
Less than once a
month
2 6.5 6.5 100.0
Total 31 100.0 100.0
Chart 6: How often you used digital tool

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Through the evaluated data, it is found that 22 out of 31 research candidates seeks that the research
candidates use tool several times a day that could demonstrate that there are higher possibilities of
easily interacting with consumers and make a reliable decision.
Table 7: Digital technology is benificial
Digital technology is benificial
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Cost effective way of
marketing
13 41.9 41.9 41.9
Good for engaging with
clients
11 35.5 35.5 77.4
Good for building
relationships with
customer/others
5 16.1 16.1 93.5
Useful for advertising 2 6.5 6.5 100.0
Total 31 100.0 100.0
Chart 7: Digital technology is benificial

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From the analysis of the above chart, it is found that 13 out of 31 research candidates believe that
digital technology is effective for marketing the business at less cost and time. While 11 out of 31
believed that digital technology leads to engage the consumers.
Table 8:Disadvantages of using digital technology
Disadvantages of using digital technology
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Time consumption 13 41.9 41.9 41.9
Users are allowed to
post negative
content/spam
12 38.7 38.7 80.6
Competitive 4 12.9 12.9 93.5
Doesn't seem to boost
my company's profile
2 6.5 6.5 100.0
Total 31 100.0 100.0
Chart 8: Disadvatges of using digital technology

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With respect to the above table and chart, it is evaluated that there are certain factors that demonstrate
that digital technology could be quite a negative impact on business performance. 13 out of 31 seeks
that digital technology could be a time-consuming process as it would decline the opportunity of
getting a positive outcome. Apart from this, it is found that 12 out of 3 seeks that users are allowed to
post negative content/spam.
Table 9: Effective marketing strategy
Effective marketing strategy
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Networking events 14 45.2 45.2 45.2
Internet marketing 8 25.8 25.8 71.0
Social media marketing 5 16.1 16.1 87.1
Advertisement
campaigns
4 12.9 12.9 100.0
Total 31 100.0 100.0
Chart 9: Effective marketing strategy

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The above table chart, it is evaluated that there are certain strategies for marketing and operating the
business process. These are known as Networking events, Internet marketing, social media marketing,
and Advertisement campaigns. 14 out of 31 research candidates seeks that networking events could be
an imperative marketing strategy for business performance. 5 out of 31 research participants believes
that digital marketing could lead to the internet marketing of the business.
Table 10: Digital technology is vital
Digital technology is vital
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Strongly Agree 3 9.7 9.7 9.7
Agree 10 32.3 32.3 41.9
Neutral 1 3.2 3.2 45.2
Disagree 3 9.7 9.7 54.8
Strongly
disagree
14 45.2 45.2 100.0
Total 31 100.0 100.0
Chart 10: Digital technology is vital

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With respect to the above table and chart, it is found that 24 out of 31 candidates seeks that
information technology (IT) has become a vital and integral part of every business plan while 6 out of
3 disagreed with the same statement.
Table 11: Customers retaion affect the business
Customers retaion affect the business
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Strongly Agree 16 51.6 51.6 51.6
Agree 8 25.8 25.8 77.4
Neutral 1 3.2 3.2 80.6
Disagree 2 6.5 6.5 87.1
Strongly
disagree
4 12.9 12.9 100.0
Total 31 100.0 100.0
Chart 11: Customers retaion affect the business

BUSINESS RESEARCH PROJECT 25
The above chart and table demonstrated that 26 out of 31 research candidates were believed that
Customer relations play a key role in the success or failure of business while 5 out of 31 have
disagreed with the same statement.
Table 12: Technology innovation
Technology innovation
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Yes 27 87.1 87.1 87.1
No 4 12.9 12.9 100.0
Tot
al
31 100.0 100.0
Chart 12: Technology innovation

BUSINESS RESEARCH PROJECT 26
As per the above table and chart, it is founded that 27 out of 31 research candidates seeks that
technological innovation have made it easy for businesses to interact with customers, particularly for
small businesses that may not have the funds for traditional marketing and advertising techniques
while 4 out of 31 have disagreed with the same statement.
Table 13: activity completed by the digital technology
activity completed by the digital technology
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Keep Customers Up to
Date
11 35.5 35.5 35.5
Easier Questions and
Feedback
6 19.4 19.4 54.8
Effective Delivery 6 19.4 19.4 74.2
Customer Service
Management
3 9.7 9.7 83.9
Efficiency and Pricing 2 6.5 6.5 90.3
All of the above 3 9.7 9.7 100.0
Total 31 100.0 100.0
Chart 13: activity completed by the digital technology

BUSINESS RESEARCH PROJECT 27
The above table and chart, it is addressed that 11 out of 31 research candidates seeks that the
consumers could be retained by considering the digital technology. While remaining participants were
not agreed with this statement.
Table 14:role of digital technology in customer relation
role of digital technology in customer relation
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Practicing Customer
Service Technology
19 61.3 61.3 61.3
Training and
development activity
10 32.3 32.3 93.5
All of the above 2 6.5 6.5 100.0
Total 31 100.0 100.0
Chart 14:role of digital technology in customer relation

BUSINESS RESEARCH PROJECT 28
The above table demonstrates that 19 out of 31 research candidates seeks that Practicing Customer
Service Technology is effective to improve the practices of digital technology in customer relation
while 10 out of 31 research candidates have disagreed with the same statement.
Table 15:Customer service technology
Customer service technology
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
Yes 29 93.5 93.5 93.5
No 2 6.5 6.5 100.0
Tot
al
31 100.0 100.0
Chart 15:Customer service technology

BUSINESS RESEARCH PROJECT 29
From the above table and chart, it is founded that 29 out of 31 candidates believed that Customer
Service Technology is more effective as compared to another method while 2 out of 3 has disagreed
with the same statement.
Findings
From the data analysis, it is found that most of the research candidates seek that they use digital
technology. It is also found that most of the participants use the digital technology for conducting
many activities named Browsing, Chatting with friends, Connecting with people, Sharing content,
Work/business, Advertisement, and Promotion/Events. It also addressed that digital technology is
used several times a day. These findings were supported by the view of, Fernie and Sparks (2018), as
it is stated that digital tool is being important for the business as it offers an opportunity to operate the
business systematically as it would also be effective in making the customer relationship.
From the evaluation of data, it is examined that most of the participants believe that they use digital
technology (social media) for interacting with friends, family, and colleagues to solve any query.
These findings were supported by the opinion of, Lovelock and Patterson (2015) as it is illustrated
that effective tools and workforces could lead to higher satisfaction because the employees could be a
crucial part of the business.
With respect to the collected data, it is founded that social media marketing and intermarkting method
is implied by digital technology as it could be worked as effective marketing strategies for businesses.
It is also founded that most of the candidates believed that information technology (IT) has become a
vital and integral part of every business plan. It is also illustrated that most of the participants believe
that technological innovations have made it easy for businesses to interact with customers,
particularly for small businesses that may not have the funds for traditional marketing and advertising

BUSINESS RESEARCH PROJECT 30
techniques. It is also stated that most of the responses believe that Customer Service Technology is
more effective as compared to another method. These findings weres supported by the view of Crane
and Matten (2016) as it is stated that social media sources could be effective in reaching the
consumers in the least cost and time by interacting them on the Facebook, google, instagrame, and
YouTube page.

BUSINESS RESEARCH PROJECT 31
Chapter 5: Conclusion and recommendation
With respect to the above discussion, it can be summarized that most of the research candidates have
used digital technology for operating their day-to-day activity. There are many activities that are
performed by considering the digital technology named Browsing, Chatting with friends, Connecting
with people, Sharing content, Work/business, Advertisement, and Promotion/Events. It can also be
summarized that most of the consumers have used digital technology several times a day. It can also
be concluded that digital technology could facilitate to the firm for promoting goods and services in
the marketplace. It can also be summarized that the sources of social media (Facebook, twitter,
Instagram, and Google) could be effective for engaging clients to increase the sale of products and
services. In addition, it is also examined that the organisation could build a relationship with their
consumers by entailing digital technology. It can also be summarized that digital technology provide a
path for increasing the awareness of goods and services among huge number of consumers in same
time. The digital tool could allow the organisation for posting anything on company websites, which
could be negative as well as positive post. The negative post could negatively impact on the overall
performances of the firm.
It can also be summarized that certain factors that could affect to overall performance of the firm like
lack of appropriate networking events, skills employees for internet marketing, lack of social media
marketing tool, lack of advertising campaign, and effectively reaching out to clients through
email/phone calls. It can be summarized that the organisation could use such marketing strategies in
getting a positive responses in the favour of the organizational goal. It can also be illustrated that
information technology (IT) has become a vital and integral part of every business plan, which is
effective for the firm to obtain higher competitive benefits. It can be concluded that Customer
relations play a key role in the success or failure of a business. This is a tool that assists to get a higher
outcome. It can also be examined that technological innovations have made it easy for businesses to
interact with customers, particularly for small businesses that may not have the funds for traditional
marketing and advertising techniques. It can also be concluded that there are certain activities that are
completed by the digital technology named keep customers up to date, easier questions and feedback,
effective delivery, customer service management, and efficiency and pricing. It can be examined that
digital technology could facilitate to conduct the training and development activities and support to
meet the aim and objectives of the research issue. It can also be summarized that most of the
participants seek that customer service technology is more effective as compared to another method. It
can also be suggested that organisation should needed to trained their employees for propmply
responding on the comments and pages of consuemers. The organization should make a page on
Facebook, Twitter, Gmail, Instagram, and YouTube for communicating with others. It could support
to the firm to comprehedn what a consumer think about the products and services of firm. Thus, it can
be evaluated that the organization will got an opportunity to comprehend wekaness of the products

BUSINESS RESEARCH PROJECT 32
and services and make cahnges accordingly. It can also be recommended that an organisation should
focus on the negative post of an individual for declining the possibilities of negative circumstance.
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