The Implications of Digital Technologies on SMEs: A Case Study

This report examines the implications of digital technologies on Small and Medium Enterprises (SMEs), with a specific focus on customer satisfaction within the Qbic Hotel in the UK. The research includes an analysis of the concept of digital technology and its relationship with customer satisfaction. It investigates the importance of digital tools in increasing customer satisfaction and recommends strategies for improvement. The literature review covers various studies related to digital technology in business, customer expectations, online booking systems, and the role of social media. The report also presents research methodologies, including activities, timescales, and data analysis based on questionnaires. The findings highlight the impact of digital technologies on business growth, online booking, and the use of social media for promotion, with employee perspectives and insights. Finally, it concludes with recommendations to enhance customer satisfaction and business performance within the context of digital transformation.

The implications of digital technologies on SME’s

CONTENTS
Title..................................................................................................................................................1
Brief.................................................................................................................................................1
Aim: ...........................................................................................................................................1
Objectives:..................................................................................................................................1
Research questions:.....................................................................................................................1
Reason for choosing this research project.......................................................................................2
Literature review..............................................................................................................................2
Activities and timescales..................................................................................................................4
Research approach and methodologies............................................................................................6
Objectives: ......................................................................................................................................7
LITERATURE REVIEW................................................................................................................7
Research approach and methodologies............................................................................................9
Chapter- 4 Data analysis ..............................................................................................................10
P6. Reflection............................................................................................................................23
P7. Consideration for alternative research................................................................................23
Conclusion and recommendation...................................................................................................23
REFERENCES..............................................................................................................................25
Questionnaire .............................................................................................................................1
Appendix..........................................................................................................................................1
Research Proposal Form.............................................................................................................2
Research Ethics approval form...................................................................................................8

Title
The implications of digital technologies on SME’s
Brief
Main aim of any firm is to gain maximum profit. This is possible when the requirements
of customers are identified and appropriate steps are taken so that sales and profitability can be
raised. With time, many changes have taken place (Xiong, King and Hu, 2014). Improvement or
advancement in technology has helped in connecting with customers and raising the quality of
services. In order to conduct the research in effective manner, main focus is made on Qbic Hotel
which aims at delivering their customers with high quality services. The research will be carried
out to know the implications of digital technologies on SME’s. Below given are the aim and
objective of the research:
Aim:
‘To analyse the implication of digital technologies on customer’s satisfaction: A study on Qbic
hotel UK”
Objectives:
 To understand the concept of digital technology and customer satisfaction
 To determine the relationship between digital technology and customers satisfaction on
Qbic hotel
 To evaluate the importance of digital technology on increasing customers satisfaction at
Qbic hotel UK.
 To recommend ways to improve the satisfaction level of customers at Qbic hotel UK.
Research questions:
 What is the concept of digital technology and customer satisfaction?
 What is the relationship between digital technology and customer’s satisfaction on Qbic
hotel?
 What is the importance of digital technology on increasing customer’s satisfaction at
Qbic hotel UK?
Main focus of this research is to understand the implications that are attained by the business
when they make use of digital technologies in hotel. Needs and requirement of customer’s
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changes frequently and it is important to make sure that firm take up appropriate steps so that
they are able to improve performance level and to deliver customers with high quality services in
effective manner.
Reason for choosing this research project
There are many reasons for which this research is carried out. In this context, one of the
main reason is interest in this area. I have personal interest in this area as it will help to develop
my understanding towards the strategies that are applied by the firms so that they are able to
develop positive perception within the mind of customers. Further, to carry out the research in
effective manner, it requires to have certain set of skills so that the research is completed
effectively and efficiently. This way, I will be able to develop skills related with research and
understanding different type of methodologies that are helpful to conduct the research. Further,
the research will be helpful for the future development of my carrier. I am willing to develop my
carrier in hospitality sector, so conducting this research will be favourable enough for me to
understand strategies which can be applied to improve the quality of services and developing
strong customers relationship. In addition to this, as the time changes the rate of competition
becomes high, as there are numerous firms that deliver their customers with similar set of
products and services. This study will enable to develop in depth understanding to make changes
as per the present business requirement.
Literature review
There are many research that are conducted by other researchers and these are helpful
enough to develop in depth understanding for the research topic. Literature review covers all the
aspects and adequate information for the aim and objectives that are set by the researcher.
According to Jeong, Jeong and Lee, (2017), there are many changes that take place
within the firm so that they are able to provide customers with high quality services. It is
important for the business to understand the requirement of customers and to take up appropriate
steps so that they are able to raise their sales and profitability. Digital technology enables to
reach out customers and in delivering improved quality of services. There are certain set of
expectations that customers have before purchasing the services or products. These expectations
changes as per the preferences and also with time. When companies are able to understand their
expectations, then it becomes favourable enough to raise customers satisfaction level (Verma and
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Chandra, 2016). There are many technologies that are applied within hotel so that customers can
be provided with high quality services.. In this context, it includes online booking system in
which customers are provided with the opportunities to book their room and it also provide
information for the total price that service users have to pay for the total days of stay in the hotel.
These are types of services that enables to raise the level of satisfaction.
Ren, Qiu and Lin, (2016), stated that there is negative impact over the business when
firms are not able to understand client’s requirements. Customers have the options to make use
of the services that are delivered by other firms. When management of firm is not able to meet
the requirements, then it has negative impact over the business as people shift to other firms
which could understand and address their requirements in better way. Further, digitalization is
possible when organizations make frequent changes in the tools and equipment’s on frequent
basis. There are many set of issues or problems that are faced by the businesses in which one of
the main issue is related with making the employees implement change. As per Chong, Lim and
Wong, (2016), there are different type of preferences that employees have, some may be in
favour of implementing the changes but there will be few who may not be in favour. It is
important for the management to provide adequate information at the initial stage so that all the
workers are able to understand the requirements and make up their mind towards the change.
There are other issues in which making use of new technology may not be favourable as all the
workers may not be able to make use of it in effective manner.
Mandelli and La Rocca, (2014), stated that training and development is highly important
for the employees as this enables to make the workers to develop their skills and capabilities and
to implement or make use of the technology in effective manner. Further, there are technologies
in which customers are able to lock up their rooms with the help of mobile application. In this
modern world, hotels develop applications in which all the information in respect with the
services are included. Customers are able to reach out the services in no time. In context with the
small-scale enterprise, there are issues in relation with finance (Mouradian, 2015). They are not
able to make use of the services to implemented digital technology due to lack of financial
support. It is important for the business to have proper planning in which they are able to
understand set of technologies that they are willing to implement. When there is proper planning,
then it becomes favourable enough to make use of the new of updated technology.
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Apart from this, there are other set of consideration that has to be made by the hotels so
that they are able to raise the sales and profitability. According to Law, Tavitiyaman and Zhang,
(2015), there are different type of roles and responsibilities that are given to each worker. When
they are not able to perform their set of roles effectively, then it affects the business in
negatively. In this context, it is important for the business to understand the requirement as well
as issues that are faced by workers and take appropriate steps so that employees are able to
improve the performance level. As per Hemsley-Brown, Hemsley-Brown and Alnawas, (2016),
employees have direct interaction with customers, they are the one who present the products and
service to customers. Workers know better about problems or issues that are faced by customers.
When employees are provided with opportunity to share their view, then they get boosted up and
they develop positive perception towards the firm. Further, suggestions that are taken from
employees enable to make improvement in services that are delivered.
There are many social sites that are available for the hotel in which they can present
information about the products and services to customers. This is highly effective to know
preferences of customers as well as their requirements (Lo, Lo and Qu, 2017). There are firms
that post advertisement on social media in order to know customers response and changes and
made accordingly so that they are able to deliver high quality services to customers. Digital
technology and customer’s satisfaction have strong relation with each other. They are helpful
enough to develop strong relationship with services and to make proper system in which all the
requirements and details of customers can be stored (Högberg, 2015).
Further, there are frequent changes that take place in relation with technology and it is
important for the firm to understand the type of technology that will be favourable enough to
support firm to grow and in improving and in developing strong customers.
Activities and timescales
Activity 1th
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Topic
Literatu
re
Review
Drafting
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methodol
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Finish
Proposal
Design
question
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Carry
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Research
Data
Analysis
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Making
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Discussi
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Final
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Editing
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Completi
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Research approach and methodologies
This is an important aspect that enables to conduct research in systematic manner. There
are different type of techniques and methods that are used in research. This enables to develop in
depth understanding for the research topic. Below given are the research methodologies that will
be followed:
Research approach: This is important aspects that enables to focus on the aim at are set
by the researcher. This is of two types which are inductive and deductive (Mackey and Gass,
2015). Among these two, there researcher will make use of inductive approach as it focus on the
theories and models related with the research topic. It is helpful enough to develop in depth
understanding.
Research philosophy: This is helpful enough to make proper investigation for the sources
that are focused on the issues that are related with the research. There are two different types
which are interpretivism and positivism. Among these, the investigator will make use of
interpretivism as it enables to focus on objectives set for the research topic.
Research design: It is determined to be the blue print of the research. These are of three
type which are descriptive, exploratory and experimental (Taylor, Bogdan and DeVault, 2015).
The researcher will follow descriptive research method as it enables to focus on the theories
related with the aim and objectives that are set. Further, it enables to gather information and to
develop in depth understanding.
Data collection: This enables to gather information by making use of different sources.
These are of two types; primary and secondary. In this research, the investigator will make use of
both primary and secondary (Silverman, 2016). Primary method is gathered with the help of
questionnaire and secondary through books, journals, online sources, etc. Both will help to
provide appropriate information for the research in effective manner.
Sampling: It is not possible to make analysis of population and so it is important to select
samples. To carry out the research, the investigator will make use of non-probabilistic sampling.
This is selected as it enables to select the sample as per preference of researcher. The research
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will be conducted from 20 employees of Qbic hotel as they will be helpful to provide adequate
information.
Data analysis: When information is collected, then it requires to have proper analysis
made so that appropriate outcome can be concluded (Silverman, 2016). There are two methods
for data analysis which are quantitative and qualitative methods. The research will make use of
qualitative method in which thematic style will be applied. This is helpful to present the
information in the form of tables, graphs, etc.
Ethical consideration: There are different type of ethical aspects that are needed to be
considered. With this respect, researcher is required to make sure that all the personal
information that are gathered from respondents should not be disclosed to any one and should
only be used for the purpose of research. Further, all people involved in the research need to be
conveyed about main reason for which research is conducted. Apart from this all the secondary
information used in the research cannot be used as it is, in doing so it will increase the risk of
plagiarism. Further, the total cost that will be £500. It is important to make sure that proper
planning is done so that all the activities for this research can be complete within the determined
budget.
Research Title: “Implications of digital technologies on small business enterprise.
Aim: “To analyse effect of digital technologies on business activities of small business
enterprises: A case study of the Apple house, guest house”
Objectives:
 To investigate the idea and significance of advanced innovations
 To locate the distinctive stages of computerized innovations
 To assess the significance of various advanced advances for little scale business.
 To discover the effect of various computerized advances on the business exercises of
independent venture undertaking.
LITERATURE REVIEW
Impact of digital Technology and consumer satsfacrtions
According to the view of Gagliardi (2013) Change in the business environment is
affected with the change in the digital technology adopted by the company. With the growing
competitive market there is necessity of change in the technology regarding the business
environment. These changes have influenced the business in terms of cost, skills and potential of
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the company it eventually affected the technical outsource and outcomes of the company. The
factor influenced due to digital change in the business:
Functioning: technology had a huge impact on the functioning of the company. It made the
operation rapid with digitization of devices and machineries. Biometrics are used for the
attendance purpose which allows store the data of employees present in the company. Hence, it
has reduced the manpower but as the increasing product demand of the customer it has made
beneficiary for the company. To fulfil the needs of the customer and the demand digitization was
a necessity in today 's competitive market.
Reducing Cost: Small sector business can reduce their cost with the help of technology. Number
of labours have been decreased as there are heavy machineries (Cncs) which are self operated for
the operation which directly affected the business profit and tendency to work faster than earlier
times. As the consumer always has an issue regarding the cost of the product so as the low cost
of the product the provides the product to consumer at the affordable prices.
Potential strength: Digital technology allows business to grow their potential in the global
competitive market. Through online websites and ads the customer can get home base services to
reach the network of the company. Availability of online apps can also ease customer to get the
info and plans of the company online which helps in increasing the potential growth for the
company. Increase in the potential and strength of the company it would make a quality product
as this will help in the customer satisfaction.
Improving skills: In the digital world digitization has made a great impact to the company to
improvise the skills and get to know about the new technology which would make work more
effective and perfect. Improvement in the skills of the employees would help in convincing the
customer and with the proper communication consumer would feel comfort to talk with the
employees in a better manner.
Consideration: New technology allows companies to outsource business function to business in
the global market. It helps in creating innovative ideas and methods to refine the system of the
company. With technical support and service it allows the customer satisfaction with the kind of
queries of the customer. Digital technology like business outsourcing in the international market
will make impact on the consumer mind for the image of the company.
Connectivity: Connectivity plays a major role in the business so that the employees can be in
touch with the co workers or to the customers. Internet connectivity helped in the brief solution
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and new inventions for the company which lead the growth of the company also to be in touch
with the consumers online would make customer satisfaction.
According to the view of Hashim, (2015) that digitalization with the technology and
other can bring the adverse impact on the firm as well the customer with these many job have
been cut off and firm have to work on the new planing and implementing on the basis of the new
technology. It is important for the customer to understand the various issues that can be solve
with the help division. The impact of the digitalizations is less on the customer side but the other
stakeholder are such as employees and suppliers are facing many difficulties. The small business
enterprise nee to invest more revenue to changes all the technologies. On the other hand the
customer satisfaction can be maximise with the help of more automation bust the sometime the
problems are more with the small enterprises. It is important that major impact on the various
products which they have to sell in the high cost but the time can be save in terms of all the order
can be get from different situations when peak season have been going on the firm. The firm will
be the responsible to bring the various situation as per their requirement due to the
digitalizations.
Research approach and methodologies
` Research methodologies is the most essential of the examination, where specialist select
the distinctive devices of research so fitting information can be gathered and broke down. There
are distinctive angles that are incorporated into the examination strategy, that are investigate
approach, explore outline, information accumulation, inquire about methods of insight,
inspecting and so on. In this examination, the key goal is to discover the effect of advanced
promoting over the exercises of private venture endeavor, accordingly, scientist have chosen
suitable device so as to accomplish the point of examination. The diverse devices of research
approach are as per the following:
Research philosophies: It is the device which encourages the specialist to decide the best
possible source from which information can be gathered. There are two sorts of analyst
reasoning, that are positivism and interpretative (Durkin, 2013). In this report or research,
researcher will utilize interpretative inquire about rationality with the goal that pertinent
information can be gathered.
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Research design: This technique causes the analyst to do the examination in suitable way.
Research configuration is being characterized into three classes that are trial, exploratory and
clear. For this exploration, unmistakable research configuration have been chosen with the goal
that issue can be appropriately understood (Bayo-Moriones, Billón and Lera-López, 2013). If
the research design will be appropriate with the considerations of all the necessary factor will
help to understand the overall methods.
Research approach: specialist approach encourages the analyst to choose the best device so data
can be appropriately dissected. There are two sorts of research approach that are deductive and
inductive. For this examination, analyst have select the inductive specialist approach.
Data collections: It is the path by which analyst gather the data with the goal that issue can be
understands. If the data collection are not taken according to the methods than it will shows
huge base in the research. There are two methods for gathering the data, that are essential and
optional (Laforet, 2013.). Essential information accumulation is the path by which researcher
gather the data from those sources at which information is gathered first time, for example, talk
with, study, perception and so on the opposite side auxiliary information accumulation is the
gathering of data from that sources where information have as of now being gathered, for
example, Books, Journal and so forth. here specialist have select essential information
accumulation where overview will be led.
Chapter- 4 Data analysis
 Do you think that by using the concept of digital technology in small business more
customer satisfaction can be created?
Theme 1: Most of the respondent think that use of concept of digital technology in a small-
business can create more satisfaction among customers.
Respondent
s Percentage
Yes 14 70
No 6 30
Total 20
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