Impact of Technology on Customer Service within Hospitality Sector

This report investigates the influence of technology on customer service within the hospitality industry. It explores the background, aim, and objectives, focusing on current technological trends such as automated check-in/check-out, mobile applications, cloud-based systems, social media, virtual reality, and chatbots. The literature review examines how these technologies impact customer satisfaction and organizational productivity. The research methodology includes a thematic analysis of data collected through questionnaires. The results section presents findings from the analysis. The discussion interprets these findings, and the conclusion and recommendations provide insights for improving customer service and enhancing the competitive position of hospitality firms. The report emphasizes technology's role in improving service quality, efficiency, and customer experience, which ultimately leads to increased customer satisfaction and business growth. The report also looks at the role of technology in staff management and the formulation of new services to offer a unique experience to visitors.

Influence of Technology for Customer
service in Hospitality Industry
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Contents
INTRODUCTION......................................................................................................................1
Back ground of study.............................................................................................................1
Aim and objectives.................................................................................................................2
Research question...................................................................................................................2
The rationale of the present study..........................................................................................2
Structure of the report............................................................................................................3
LITERATURE REVIEW...........................................................................................................5
Introduction............................................................................................................................5
Current trends in technology related to the hospitality sector................................................5
Role of technology for influencing satisfaction of customers within hospitality industry....7
Role of technology for influencing the productivity of hospitality firm................................8
RESEARCH METHODOLOGY...............................................................................................9
Introduction............................................................................................................................9
Research Approach................................................................................................................9
Research Type........................................................................................................................9
Data Collection.....................................................................................................................10
Sampling..............................................................................................................................10
Data Analysis.......................................................................................................................11
RESULTS................................................................................................................................12
Introduction..........................................................................................................................12
Thematic analysis.................................................................................................................12
DISCUSSION..........................................................................................................................17
CONCLUSION AND RECOMMENDATION.......................................................................20
REFERENCE...........................................................................................................................22
APPENDIX..............................................................................................................................25
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Questionnaire.......................................................................................................................25
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INTRODUCTION
Back ground of study
Hospitality firms have identified significant changes in the business operations due to
the emergence of latest technologies, changes in the interest of customers, alteration in
different factors of the business environment. In the contemporary business environment,
companies that are involved in hospitality business are considering different kinds of business
strategies and approaches for influencing satisfaction level of customers and attracting new
customers (Kandampully, Zhang andBilgihan, 2015). In this process, hospitality companies
have focused on a wide range of creative services that could create a distinct image of
organisation within a highly competitive market. Therefore, companies in the hospitality
business are facing tough competition with various domestic and international firms because
new firm are tried to enhance their market share by offering a wide range of unique products
and services.
In the context of hospitality business, the service rendering process, as well as quality
of final service, has been addressed as key terms that are having a direct impact on the
perception of users (Kandampully, Bilgihan and Zhang, 2016). It has addressed that
technology is playing a critical role for influencing overall business operation and customer
rendering process within the hospitality business. The emergence of latest technologies have
provided different platforms through which a hotel organisation can manage different
business practices such as marketing and promotion, staff management, formulation of some
creative services, need assessment for customers, front desk operations management and staff
management. In the contemporary business environment, technology plays critical for
increasing coordination among various activities of hospitality firm i.e. front desk, food, and
housekeeping and other along with the formulation of new services that could offer some
unique experience to visitors (Mandal andBagchi, 2016).
As per the current trends in hospitality industry, there are several innovations
identified in technology that are having a huge impact on the hospitality industry. Further
investigation has found that the expectations have been growing by the day within hotel
industry so as management are adopting various for creation on groundwork of customer
service so as a guest can get best services from customers. In addition to that, it has identified
that technological advancement must be aligned with guest expectations through which an
organisation is able to present its distinct image in comparison of with other competitors
(Lee, 2016). In the context of current advancement in technology, there are several platforms
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identified that play an important role for improving the service quality and efficiency of
hospitality firm that include Service in Cloud, Automated Check-in and Check-out process,
The mobile guest, Application of Social media, Virtual Reality and Robotics. By considering
different technology-based tools, a hospitality firm is able to facilitate some unique
experience to visitors that could play a critical role in enhancing the brand value and
Goodwill of the hotel. All these factors lead a positive impact on the satisfaction level of
customers that is termed the most essential element for assessing competitive edge overall
other companies.
Aim and objectives
Aim
The aim of an investigation determines the primary motivate that influences the
overall research process. The aim of the present study is “To evaluate the impacts of
technologies for customer service in hospitality industry”
Objectives
 To investigate current trends in technology related to hospitality sector
 To evaluate the importance of technology for managing customer satisfaction during
customer service
 To determine the role of technology for increasing productivity of the hospitality
industry
Research question
What are the impacts of technologies for customer service in hospitality industry?
The rationale of the present study
The emergence of various tech-based solutions is playing critical role for influencing
the lifestyle of people along with their expectations. Therefore, the present study is aimed to
evaluate the impact of technology on customer’s services within hospitality industry. The
main reason behind the present study is that there have been several studies performed in the
field of hospitality firm based on role of customer satisfaction on success and growth of
companies, role of staff management on service quality and level of competition within
hospitality business and current trends (Robinson, Fallon, Cameron andCrotts, 2016). On the
other hand, the present study is giving special attention on the role of technology form
improving the quality of services along with efficiency of day to day operations of hospitality
firm that are having direct impact on satisfaction of customers or customer experience as well
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as improvement in organisational productivity that are having direct impact on the overall
business growth and competitive position of hotel firm. The present investigation is focused
to evaluate the role of technology within hospitality business. In addition to that this study
enhances understanding about the application of a wide range of tech-based platform through
which a hotel organisation is able to offer some unique experience to guests that would find
very effective for creation of a distinct image of a business entity within highly competitive
market trends (Law, Chan andWang, 2018). However, the past studies have found very
effective to assess different factors that are playing a critical role for influencing the
behaviour of consumers. Therefore, the present investigation has focused on technology
advancement for influencing the behaviour as well as the satisfaction of customers within a
hospital firm.
Structure of the report
Introduction
It is termed the first section of a systematic reporting process that determines the basic
overview. The present study has focused to assess the impact of technology on the customer
service within hospitality industry. This section determines objective, overview, structure,
and rationale of study.
Literature review
It determines a systematic assessment of a wide range of past studies, views of
different authors and another article for assessing in-depth understanding about the subject
matter.
Research methodology
In this section, the researcher has formulated a basic research frame with a
combination of different research theories, data collection process and tools of data analysis
to generate appropriate findings.
Results
In the context of the present investigation, results are produced by using thematic
analysis. This approach has found very effective for evaluating responses that have been
gained from primary sources such as a questionnaire.
Discussion
For assessing appropriate research outcomes, a systematic discussion is performed
with reference to data gained from primary and secondary sources of information.
Conclusion and Recommendation
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This section of present report determines an appropriate conclusion with consideration
of different factors which have been identified in whole investigation and some
recommendations are provided as per the findings of study.
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LITERATURE REVIEW
Introduction
For assessing in-depth understanding about the subject matter, the chapter of literature
review is being addressed as a most important tool because it examines findings of past
studies and views of different authors about current trends in technologies and hospitality
business. In the regards, several secondary sources of information have been considered such
as online books, journals, and articles.
Current trends in technology related to the hospitality sector
As per the study of Rahimi and et.al., (2017), it has found that customers today are
always looking for a unique hotel stay along with other hospitality services and customers
want the full vacationing experience in each minute form check-in to the hotel till the time of
check-out. Therefore, hospitality companies are focused on facilitation of unique vacation
experience that plays critical in customer satisfaction. Bhowmik(2017)argued that visitors are
looking for more than just clean sheets and friendly staff so as many hotel chains are
implementing new technologies in different operation for facilitation to all guests a five-star
experience. The assessment of current trends in hospitality has found thattechnology is
powering today’s business world in the context of hospitality business by promoting
efficiency, streamlining organisational processes and improving productivity. The hospitality
industry has gained significant benefits with the latest tech trends.
The investigation of Kandampully, Zhang, andBilgihan (2015) has determined that
there are various tech-based solution addressed that are playing a critical role for increasing
efficiency of services along with the organisational operational in the context of hospitality
business. In this context, automated check-in and check-out have found very effective
facilitation of more benefits to consumers. Therefore, hotels have brought about a different
outlook to check-ins and check-outs. It has been addressed that long queues at the front desk
within hospitality firms during peak seasons are quite distressing for guests (Kandampully,
Bilgihan and Zhang, 2016). Therefore, Digital check-ins and check outs along with initiating
special requests are now being possible for guests because the guest is able to establish a
direct connection with the centralized system of hotels through mobile, tablets or
computers. For example,Hilton Worldwide has adopted a very high tech system for managing
the check-in and check-out in very high speed. Mandal and Bagchi (2016) has determined
that new mobile-based systems for check-in and check-out such as mobile applications have
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also come up with unique features that provide convenience and choice to guests through
which guests get update when their room is ready on mobile and it allows them to bypass the
front desk. With the help of this innovation, employees within hotel firm can focus on
delivering high level of service that guests are always trying to assess some unique
experience (Lee, 2016). Therefore, it can be stated that technology plays critical role for
facilitation of high-end services to customers.
The research of Bowie and Mariussen(2016)has determined that cloud based system
enhances integrity among various departments of hospitality firm because this system offers a
high-speed platform for managing business communication among different departments.
This system has found very effective for offering personalized services to consumers because
employees in different sections of hospitality firm are having appropriate knowledge on
special requirements of guests on their tablets, computers and other. Neuhofer and et.al.,
(2015)argued that cloud-based networking system could lead an important role for increasing
purchase related expenditure but it leads a positive impact on overall organisational
efficiency.
As per the study of Kuo, Chen, and Tseng (2017), it has addressed that social media is
being addressed as a great tool for managing a promotional campaign of different products
and services of hospitality firm. In this context, social media is being addressed a very low-
cost medium for promotion of a wide range of products and services. It provides an
opportunity to management to establishing direct communication with customers by using
Facebook, Instagram, and others. Further investigation has found that Hoteliers, marketers,
and advertisers associated with the hospitality industry have been struggling in order to grab
the attention of customers within in competitive market (Ladkin andBuhalis, 2016). In this
regards, virtual reality technologies have brought massive change in different strategies
through which properties are advertised and customers are informed. This system is going
beyond traditional norms of images, text along with audio-visual ads in which hospitality
firm can use virtual reality for giving the guest a view of different services of hotel
organisation such as conference room, amenities and facilities, layout of guest rooms and
even offer a quick trip of tourist destination (Buhalis and Leung, 2018). Virtual reality for the
hotel industry has found very effective for influencing customer’s perception that allows
guests to taking better decisions by gaining appropriate information about the future level of
services during the stay. As per the study of Lee (2016), it has found that Chatbots have been
considered as the most important feature of hospitality trends. Chatbots are found very
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effective for enhancing communication and quick response to online queries of guests for
different objectives.
Role of technology for influencing satisfaction of customers within hospitality industry
The customer is termed as king of hospitality business and satisfaction of guests from
different services of hotel organisation plays a critical role for ensuring sustainability of hotel
organisation for a long duration. The study ofLeung, Xue, and Bai (2015)have determined
that there is significant advancement addressed in tech-based services within the hospitality
firm. In this regards, application of automated check-in and check-out system with the help of
mobile-based system offers regular update to customers about current stage of room and
guests are received updates when room is ready so as it can be stated that automated systems
have reduced waiting period for guest at the front desk of the hotel firm (Rivera, Gregory,
andCobos, 2015). These systems enhance the speed of check-in process that has played
important for influencing the satisfaction level consumers.
Semeradova and Vávrová(2016)stated that social media marketing is being addressed
tool for managing direct communication with potential customers. With the help of online
page of the company, hospitality firm can assess comments and reviews from customers
about service quality, the behaviour of staff and appearance of the hotel. In this process,
social media such as Facebook, Instagram and others have been addressed most effective
channels for establishing direct communication with customers (Tung and Au, 2018). With
reference to feedback and suggestion of guests, hospitality firm is able to improve service
quality and tires to provide some unique experience to guests. Therefore, social media is
considered as a great tool to establishinga direct conversation with the customer.
As per the research of Wang, So and Sparks (2017), Chatbots have emerged as a great
tool for hospitality firm. This system helps hotel management while delivery of a wide range
of services such as food ordering, housekeeping, day trip and many more. All these services
have found very effective for facilitating the best experience to customers with the high-
speed services that are having a direct impact on the satisfaction level of customers. It plays a
critical role in the creation of future business opportunities. Further investigation has found
that virtual reality system has found very effective in order to facilitate an appropriate view of
hotel room and other amenities so as customers have appropriate understanding about
services and facilities that are going to be experienced by guests that plays critical role for
enhancing satisfaction level of guests because customers are aware of wide range of services
along with their quality (Kingand Lee, 2016).
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Role of technology for influencing the productivity of hospitality firm
Jones, Hillier, and Comfort (2016) have stated that there isa various tech-based
solution available in the market to attaining distinct requirement of a hospitality firm. These
tools provide significant support to management for increasing the efficiency and
productivity of the business entity. In this regards, it has addressed that automated check-in
and check-out system has not only increased the speed of service operations within
hospitality firm but also reduced the requirement of a big team of front desk managers that
have saved company’s expenditure and cost (Kandampully, Zhang andBilgihan, 2015).
Further investigation has found that cloud-based networking system provides an opportunity
to hospitality organization for managing errorless communication and coordination among
different departments such as housekeeping, food and restaurant, and cleaning. This
coordination has found very effective for reducing the wastage of time along with different
resources because all operations are linked with each other and has found very effective for
lowering the cost of operations
The study of Mandal and Bagchi(2016) has found that social media is being addressed
as very effective and low-cost tool of digital marketing through which hospitality firm can
promote its products and service to large number of potential consumers in less time and
fewer expenses. These tools have found very effective for managing a wide range of
marketing campaign as per the current market trends in very less cost. It reduces marketing
and promotion related expenditures.
The investigation ofMandal and Bagchi (2016) determined that ERP system provides
significant assistance for scheduling of different operations of the hotel and also helps
manager for keeping systematic records of the current set of skills of employees along with
their productivity. This system has provided significant assistance for linking business goals
with individual productivity of staff members so as a business entity can improve overall
business productivity by improving the efficiency of Hospitality Company through high-end
product and services and lowering the cost of operations (Bowie and Mariussen, 2016). In
addition to that tech-based inventory management system helps managers for lowering the
amount stock by enhancing the speed of purchase process that has found a great tool for
reducing the wastage of physical resources and expenses of business entity. All these factors
are having a direct impact on the overall efficiency of the firm.
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RESEARCH METHODOLOGY
Introduction
Research methodology is termed as the most important aspect of systematic
investigation that determines the basic methodology with combination of different research
approaches and data management tools that is followed by the researcher for controlling
different aspects of the present study. The appropriateness of research finding is highly
correlated with the reliability of research methodology.
Research Approach
In the context of the present study, inductive approach is identified as an appropriate
approach because this approach has found very effective to assess appropriate information
about subject matter by enhancing the amount of understanding and knowledge about the
subject matter to manage different aspects of a systematic study with an effective manner.
The present investigation is tried to assess the impact on technology on the hospitality sector
so as observations have been addressed key a part of the inductive approach (Flick, 2015).
Through this approach, the researcher has analyzed different data sets along with information
as per the aim and objectives of study that plays a critical role for presenting appropriate
research finding. In addition to that inductive research has found very effective for assessing
more insights about current trends in technology and its implications on the quality of
services along with the satisfaction level of visitors within the hotel organisation.This tool has
provided significant assistance to the investigator for examining view and information about
the importance of different tech-based solutions for increasing organisational efficiency
(Alvesson andSköldberg, 2017). On the other hand, deductive research approach is not
suitable in the present case because it provides appropriate results when systematic research
is performed with reference to a wide range of statistical data and figures.
Research Type
As per the research, the present study has focused to determine the relationship
between the emergence of latest technologies and their effectiveness implications for
controlling different operations of a hospitality firm. Therefore, qualitative research is being
termed asthe most suitable approach as per the nature of the present investigation. Qualitative
research provides great assistance to the researcher for generating high quality information to
meet different aspects of the present study (Fletcher, 2017). With reference to qualitative
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