Analyzing Digital Technology's Impact on Marriott Hotels' Customers

This research project analyzes the impact of digital technology on customer satisfaction, focusing on Marriott Hotel as a case study. The report includes a research proposal, outlining the background, rationale, aims, objectives, and research questions. It explores literature reviews on digital technology implementation, customer satisfaction, and their interrelation within the hospitality industry. The methodology section details the research approach, strategy, sampling methods, and data analysis techniques, including inductive methods and thematic analysis. The report also addresses cost, access, and ethical considerations. Primary and secondary research methods are employed to gather and analyze data, aiming to understand how digital technology influences customer satisfaction and to recommend strategies for improvement. The study investigates the implementation of digital services and operations, customer experience, and the importance of customer loyalty in the digital age. The findings and recommendations are communicated appropriately for the intended audience, reflecting on the effectiveness of the research methods and suggesting alternative methodologies.

RESEARCH PROJECT
(THE IMPACT OF DIGITAL
TECHNOLOGY ON
BUSINESS)

Table of Contents
Title: To analyse the impact of digital technology on customer satisfaction of the company – A
Case Study on Marriott hotel. .........................................................................................................1
LO 1.................................................................................................................................................1
P1.1 Research proposal................................................................................................................1
P2 Research methods and conduct primary and secondary research...........................................5
LO 2.................................................................................................................................................6
P3 Primary and secondary research with using appropriate methods to conduct business
research........................................................................................................................................6
P4 Data collection........................................................................................................................6
LO 3...............................................................................................................................................10
P5 Communicate research outcomes in appropriate manner for intended audience.................10
LO 4...............................................................................................................................................14
P6 Reflect effectiveness of research methods to meet with objectives.....................................14
P7 Alternative research methodology and recommendation.....................................................15
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................19
Research Proposal Form............................................................................................................19
Research Ethics Approval Form................................................................................................23

Title: To analyse the impact of digital technology on customer satisfaction of
the company – A Case Study on Marriott hotel.
LO 1
P1.1 Research proposal
Background
Customer loyalty is much important element for the business with development of digital
technology implementation. In this way, customer satisfaction also important which includes e-
commerce since the cost serving that decreases number of customer when they are not satisfied.
In this way, several elements includes that are helpful to attain customer satisfaction (Abbasi,
Tarhini and Shah, 2015). For example, convenience, variety seeking, trust, security, social
interaction, etc. In respect to considered the present research, better exploration included that
helps to satisfy customer. In order to implement the digital technology in Marriott hotel main
benefit is that satisfaction and loyalty both are included to attain systematic work performances.
Rationale
In order to implement the digital technology in hospitality industry customer experiences
will be increasing in systematic manner. With the help of delivering superior customer
experience in digital world message could be explore to attain desired results as well. It helps to
provide new possibilities in which it can be stated that how business will able to implement new
possibilities and engage customers as well (Johnson, Mathis and Short, 2016). In respect to
leveraging the digital technologies, the organisation can make decisions towards deep
understanding of customers. Customer intelligence and insight information helps to build the
products that match with customer preference as well. Hence, the organisation can deliver right
product and service at right time through right channel as well.
Aims and objectives
Aim: To analyse the impact of digital technology on customer satisfaction of the company – A
Case Study on Marriott hotel.
Objectives:
 To analysis digital technology implementation in business.
 To understand customer satisfaction in the enterprise.
 To interrelate digital technology and customer satisfaction in Marriott hotel.
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 To recommends ways through digital technology implement and customer satisfaction
increasing.
Research questions
 What do you understand by digital technology implementation in business?
 What is the customer satisfaction in the enterprise?
 How digital technology and customer satisfaction in Marriott implemented?
 What are the ways you recommend with digital technology implement and customer
satisfaction also increasing?
Introduction of literature review
In this part of the research, there are several authors give their views and ideas to
implement creative aspect in the business. In respect to considered understand the concept of
different people, it can be interpret that research will be understand to develop systematic work
performances.
Digital technology implementation in business
As per the view of Liberato, Liberato and Rocha, (2017), digital services and operations
considered effective results in the business to develop more profits and revenue. In this aspect,
opportunities capture to operate systematic work with dramatically improvements in digital
customer experience. It helps to deliver real benefits in the companies which successfully
execute for customer centric strategies. In the today's market of dynamic value creation and
durable competitive advantages, digital services and operations deliver to reshape the customer
experience. However, Pantano and Migliarese, (2014) stated that growing customer expectations
also make more digital solutions. Hence, advance drive and digital solution preferred to fulfil
customer requirements towards the superior quality. Service drives efforts also made for advance
and refine digital solutions in the business. It is also clear that expectations also continue evolve
quickly that put in the companies to make high profitability against people ability and deliver
services in new ways. In the dynamic and rapidly change, important opportunities build revenue
to increase customer experience and reduce cost as well.
In addition to this, Hussain, Al Nasser and Hussain, (2015) argued that strong focus on
optimising internal capabilities instead considered customer needs and wants. In order to make
strong individual, organisation also solve barrier and accomplish cross functional collaboration.
Digital customer experience and service operations work to lead with the practitioners. As
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results, it believes that running of uncoordinated efforts with integrated operating model organise
customer journey to buy customer experience for products and services in Marriott hotel.
Customer satisfaction in the enterprise
According to the view of Du Preez and Bendixen, (2015), customer satisfaction is the
important concept that helps to make innovative result at workplace. In this way, every business
can increase their profits and revenue in successful way. It creates opportunities to deal with staff
interaction with several numbers of people in the business environment. There are wide
opportunities to make staff interaction with customers and increase level of businesses. In the
study, it has been measures that improving customer satisfaction also considered as the smile of
them through provide qualified product. In contradicting Mahalaxmi and Ranjith, (2016)
explored their ideas and views that customer satisfaction increasing with invest more money in
business. In this way, customer satisfaction increasing and brand value of enterprise also
developed to implement creative activities at workplace. This system could also understand with
subjective process that assists to compare ideas and reality program to evaluate buying process.
In respect to considered the view of Abbasi, Tarhini and Shah, (2015), relationship of
product quality and customer satisfaction implemented in long term. Therefore, it impacts
positively to deal with new programs and consistent finding the development activities. Quality
term also interpret differently and consistently to make systematic production process. On the
basis of consumer judgement product excellence and superiority develop successfully in the
business environment.
Interrelate digital technology and customer satisfaction in Marriott hotel
As per the view of Duan, Yu and Levy, (2016), digital technology and customer
satisfaction in Marriott are interrelated with each other. This is because, these both term are
considered with quality element that make positive feeling and judgement for the products and
services in business. Customer satisfaction meant different things which need to be answered.
There are several elements included that are related with customer satisfaction and digital
technology as well. For example, time, price, conformity, professionalism, etc. Hence, it is
related to make successful results program in systematic performance in the business. However,
Aggarwal and Bhardwaj, (2016) argued that in research it has been identified that when the
digital technology implemented customer satisfaction also considered for situational
consideration and increase profitability as well. There are several issues occurs with
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implementation of the characteristics which lead to make decisions towards particular products
and services. Marketing policy also implemented to satisfy customer and make more profit in
systematic way.
In respect to implement the views and ideas of Piccoli, Lui and Grün, 2017), it can be
stated that quality associated with customer satisfaction increase quality level to deal with the
several aspects. As results, it implements value of customers towards products that deducted
from this value. It is true that higher value of the products also related with willing to pay the
price for better product and services. In respect to implement the relationship between customer
satisfaction and digital technology it has been seen that customer are one of the most crucial
aspect in the enterprise. In order to make successful results, on long term goals and objectives
requires at workplace to make loyal base.
Recommends ways through digital technology implement and customer satisfaction increasing
According to the point of Krishen, Berezan and Kachroo, (2016), digital technology is
positive consideration that implemented to focus on the customer requirements and outcomes. In
this way, leverage activities redefine to increase experience as well. As per the market
competition, the chosen organisation need to implement products and services to increase value
proposition and unique experience. With the help of the new business process, digital
transformation begin which redefine the existing business process. It is considered as the entire
operation to optimise the customer feedback. It is the fundamental problem which need to be
solved to increase scope of the recent technology. Rapid growth and adoption implement in the
enterprise is depends on the choice of technology. However, Larivière, Keiningham and Mithas,
(2016) argued that innovation is the main content that helps to develop systematic work
performance in the business environment. In this consideration, it is important to look towards
the unique features that assists to make innovations and positive outcomes at workplace. In this
way, there are more customers engage with employees to make chain. It is also redefined culture
to create dynamic environment where options are changed to make successful results.
On the basis of views of Taylor, Bogdan and DeVault, (2015), define road map is the
important aspect that helps to execute the activities in systematic manner. In this consideration,
hypothesis make on small scale that look towards the plan in business environment. In the phase
of execution, risk also identified that assists to mitigate the milestone. Achievement also
developed to secure the approval from top management aspects.
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P2 Research methods and conduct primary and secondary research
Research approach
In order to attain creative impact, approach is also crucial element that makes innovative
functioning in the business. It is the way where researcher able to develop appropriate way.
Appropriate process and techniques identified to collect data and analysis to improve results.
There are two types of research approaches such as inductive and deductive (van Hees, Thaler-
Kall and Schulz, 2016). In the present research, researcher used inductive method to execute the
program and developing available data to formulated scholar process. In addition to this, specific
program also developed towards digital technology at workplace.
Research strategy
In the methodologies, there are several elements exist that helps to find effective
outcomes in the business. In this way, research strategy helps to find creative results at
workplace. Researcher also able to interrelate digital technology implementation with customer
satisfaction in systematic way (Johnson, Mathis and Short, 2016). Therefore, it helps to focus on
the measurement that are qualitative and quantitative in the business. In the present research,
quantitative research strategy implemented through useful data has been collected in the
program.
Sampling
In this way, researcher need to assess population that are selected to carry effective
results. In this method, effective functioning developed with opportunities that relates to find
useful information. There is simple random sampling method has been used which carry towards
20 sample size. On the basis of this aspect, whole analysis considered. Selected sample are
employees of the chosen business that helps to find systematic work results (Faber, Bodnar and
Smith, 2016). In the Marriott hotel, it helps to make successful consideration that increase
positive results as well.
Data analysis
Data analysis also play important role in the enterprise to conduct the research in
systematic manner. In this consideration, data analysis considered through different kinds of
qualitative methods that helps to carry systematic process in the business. In this way, thematic
analysis carried to undertake creative results and performance in the enterprise (Ross, Rogers and
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Duff, 2016). On the basis of respondents views, it has been stated that it helps to make
innovative functions at workplace.
LO 2
P3 Primary and secondary research with using appropriate methods to conduct business research
Cost, access and ethical consideration
In respect to find useful research, there are several elements make positive view. In order
to make positive view towards the themes, it has been analysis that access and ethical
consideration also needed in the research.
 Cost: In order to find views of different people around £580 required. On the basis of
present amount, researcher able to considered proper cost on each activity to accomplish
their desired results as well. In addition to this, research also helps to make innovative
results in the business to develop proper consideration in business (Krishen, Berezan and
Kachroo, 2016).
 Access: Access element also helps to make innovative results at workplace. In this
regard, researcher need to considered access for proper outcomes and attain desired
results. In this aspect, every manager needs to determine proper sharing of information in
the research so that proper outcomes will be gathering (Abbasi, Tarhini and Shah, 2015).
 Ethical consideration: In addition to this, researcher need to considered proper
following of the ethical consideration that are needed to develop effective program. In
this way, proper activities design that assists to develop research outcomes. In this way,
rules, regulations and norms need to be followed properly which assists to make creative
results.
P4 Data collection
Questionnaire
Name:
Age:
Gender:
1. How long are you working within the Marriott?
 3 to 6 months
 6 to 12 months
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 1 to 2 years
 2 to 4 years
 More than 4 years
2. Does customer are satisfied or not with products and services of the chosen business?
 Yes
 No
 Cannot say
3. How much customers are satisfied with products and services of the chosen business?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
4. Which element helps to attract customer towards the Marriott?
 Product and services price
 Product and service quality
 Discount on products and services
 Advertisement of the products and services
 All of these
5. Do you think, employees requires training and development program to deal with customers?
 Yes
 No
 Cannot say
5. As per your opinion, digital technology program increases effectiveness and outcomes in the
business?
 Yes
 No
 Cannot say
6. Digital technology helps to attract more customers with increase their satisfaction level in the
business?
 Yes
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 No
 Cannot say
7. Which element requires in the Marriott to implement digital technology at workplace?
 Changes in the training methods
 Increasing advertisement
 Require skilled employees to deal with the candidates
Theme 1 In the Marriott, there are maximum people working 2 to 4 years
How long are you working within the
Marriott?
Respondents
3 to 6 months 1
6 to 12 months 2
1 to 2 years 1
2 to 4 years 15
More than 4 years 1
Theme 2 there are maximum people said that customers are satisfied
Does customer are satisfied or not with
products and services of the chosen
business?
Responses
Yes 17
No 2
Cannot say 1
Theme 3 Maximum people are highly satisfied
How much customers are satisfied with
products and services of the chosen
Respondents
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business?
Highly satisfied 16
Satisfied 1
Neutral 1
Dissatisfied 1
Highly dissatisfied 1
Theme 4 In the Marriott, there are all elements requires to increase digital technology
How long are you taking products and
services from Marriott?
Respondents
 Product and services price 2
 Product and service quality 1
 Discount on products and services 1
 Advertisement of the products and
services
1
 All of these 15
Theme 5 Digital technology program increases effectiveness and outcomes in the business
As per your opinion, digital technology
program increases effectiveness and
outcomes in the business?
Responses
Yes 15
No 2
Cannot say 3
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Theme 6 Digital technology helps to attract maximum customers
Digital technology helps to attract more
customers with increase their satisfaction
level in the business?
Responses
Yes 14
No 3
Cannot say 3
Theme 7 Marriott need to implement digital technology for making changes in training
methods
Which element requires in the Marriott to
implement digital technology at workplace?
Responses
Changes in the training methods 15
Increasing advertisement 3
Require skilled employees to deal with the
candidates
2
LO 3
P5 Communicate research outcomes in appropriate manner for intended audience
Theme 1 In the Marriott, there are maximum people working 2 to 4 years
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