Business Research: Digital Technology and Customer Service in Hotels

This business research project investigates the impact of digital technology on customer service delivery within the hospitality sector, specifically focusing on the Hilton Hotel in the UK. The report includes a detailed research proposal outlining the study's aim, objectives, and research questions. It explores various research methodologies, including descriptive research design, interpretivism philosophy, and an inductive approach. Data collection methods involve primary and secondary data analysis, with a focus on questionnaires and secondary sources. The research utilizes a sample of 10 managers from Hilton Hotel. The findings, based on both quantitative and qualitative data, demonstrate that digital technology significantly improves customer service, enhances customer experience, and increases the speed of business operations. The study also analyzes the use of various digital tools and platforms by Hilton Hotel, including web pages and social media, and their effect on customer satisfaction. The report concludes with reflections on the effectiveness of the research methods and potential alternative methodologies, highlighting the importance of digital technology in today's competitive hospitality environment.

BUSINESS RESEARCH
PROJECT

Table of Contents
LO 1.................................................................................................................................................1
P1. Research proposal............................................................................................................1
P2 Research methods to conduct primary and secondary research........................................7
LO 2 ................................................................................................................................................8
P3 Tools and techniques for research findings and data collection........................................8
P4 Appropriate analytical tools to analysis research findings and data.................................9
LO 3...............................................................................................................................................14
P5 Communicate research outcomes in appropriate manner to intend audience.................14
LO 4...............................................................................................................................................15
P6 Reflect on effectiveness of research methods to meet with objectives of the business
project...................................................................................................................................15
P7 Consider alternative research methodology....................................................................15
REFERENCES..............................................................................................................................17
Appendix........................................................................................................................................22
Research Proposal Form (contd.)...................................................................................................22
Research Ethics Approval Form...........................................................................................24
APPENDIX....................................................................................................................................31

LO 1
P1. Research proposal
Background of the study
Due to the high level of competition in the competitive business environment, it is very
important for the company to adopt such impressive tactics and strategy that support to business
in increasing its value in the market. In order to achieve desired profitability and market share
within the business environment, company required to satisfy customers in the market. It is
possible while company meet the demand of buyers and provide them quick and fast services. In
the hospitality sector, entire profitability and market share of hotel is largely depends upon
customer so it is very necessary to meet their expectations (Public relations tools and activities,
2018).
In this aspect, digital technology is one of the important source that can help to
corporation in the hospitality sector in effective and efficient manner. With help of various
techniques and tools of the digital technology like mobile phone, laptop, computer, internet,
social media, etc company can easily improve the speed of business operation. In this sector,
hotel can increase the effectiveness of customer service delivery. The present report is based on
the significance of the digital technology in order to improve customer services within
Hospitality sector. For achieve this purpose, individual have will carry out study by implement
several techniques of research methodology.
Aim
To analyze the impact of digital technology on delivering effective services to the customers in
Hilton hotel: A study on hospitality sector of UK.
Objective
 To understand the concept of digital technology
 To examine several ways to carry out business activities by use of digital platforms
 To determine relationship between customer service delivery and digital technology in
the hospitality sector
Research Question
 What is the meaning of digital technology?
 What are several techniques and ways to perform business digitally?
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 What is the impact of digital technology on the customer services delivery within
Hospitality sector ?
Rationale of the study
At the time of selecting the subject of proposed study, individual have influenced with
several components that affect directly interest of scholar. One of the crucial force is scholar
interest and curiosity of individual about to learn something new about the subject. Researcher
desires to gain the deep knowledge and understanding about the digital technology and its role in
the hospitality sector. Another major reason is that scholar desires to convert its theoretical idea
and concept in the practical life that s why this topic has been selected in the present
investigation.
Significance of the study
In the current research, scholar have main purpose is to identify and determine the role of
digital technology in improve the customer service delivery within Hospitality sector. In this
study, several aspects of the digital technology will consider by investigator like its associated
methods, role, implication on the hospitality sector etc.
Research methodology
For achieve the aim as analyze the impact of digital technology on the customer service
delivery within Hilton Hotel, researcher have applied several kinds of the techniques of research
methodology. These techniques are discussed in the following manner-
Research design- Research design is a technique to distinguish the examination issue and
gathering and breaking down factor arrangement of issue. There are significant two sorts of
research outline that is investigated and illustrative (Nakkeeran and Zodpey, 2012). In the
present research, descriptive research design has been selected which assists to find appropriate
information through data analysis.
Research Philosophies- Research methods of insight is vital piece of the examination which
enables the specialist to comprehend the genuine issue of the investigation. There are two sorts
of research theory that is interpretivism and positivism (Monsen and Horn, 2007). With the help
of interpretivism research philosophy, researcher consider data analysis in successful way. It
assists to solve issue and problem to find desired results.
Research approach-Research approach is another real piece of the examination philosophy
which enables researcher to distinguish the correct arrangement of research question either by
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applying speculations or theory (Mohana, 2010). There are real two kind of research approach
that is inductive and deductive which help examiner to play out the exploration work. Researcher
selects inductive approach, which based on certain facts that investigate to examine better results
and outcomes in appropriate manner.
Data collection- Data accumulation is another major vital piece of the examination through
which examiner can gather the data and information about the subject and direct profound
investigation. This strategy help with recognizing the best aftereffect of the examination
objective (Miller and et. al., 2012). There are two ways to collect appropriate data such as
primary and secondary. Primary data collected from questionnaire which develop through
conduct survey in research. Furthermore, secondary data collected from previous research and
authors views which assists to gather relevant information.
Sampling- In order to collect information about the impact of digital technology on the customer
services delivery within the Hilton hotel, researcher will select 10 managers of Hilton hotel in the
different functional department (Khalid, 2009). Furthermore, researcher will apply random
sampling method for obtain appropriate outcome of study.
Time scale
Activities of
research
plan
1th
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2nd
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3rd
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4th
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6th
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7th
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8th
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9th
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10th
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Selection of
the research
subject
Literature
Review
Research
methodology
Preparing
questionnair
e
Data
collection
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Data
interpretatio
n and
analysis
Conclusion
&
Recommend
ation
Modificatio
n as per
feedback
Final
submission
Literature review
Concept of digital technology for hospitality industry
According to the opinion of Paustenbach, (2015) the development in technology has
provided opportunities to companies but at the same time, it has also increased the chances of
risks. Advancement in technology has given rise to stiff competition in the industry. As per the
view of Barzilay (2002) The research on the subject matter related to the analysing the role of
digital technology has been influenced by the fact that some of the big organisations are utilising
the digital technology for improving customer services. It has been identified such organisations
have been successful in accomplishing objectives. This study has been conducted by the scholar
with the intention to develop the understanding about the way digital technology can be used for
improving customer service and its influence on client perception.
As per the view of Barber (2002) innovative or combination of models or approaches
should be adopted by the researcher , as this will assist in gaining depth knowledge about the
field. According to the perceptive of Hays, Page and Buhalis (2013)digital media provides firm
an opportunity to interact directly with customers and identify their needs and demands. As it is
no possible for an organisation to conduct market research at regular interval because
investigation is very time as well as cost consuming procedure. With the support of digital media
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the company can easily recognise the demands of customers without incurring much cost. Digital
technology also provides business entity a change to reach wide number of customers.
As per the opinion of DeMers (2014) digital media does not always support in improving
customer services. This is because it is the only platform through which communication can be
done with the clients (Baskerville and Wood-Harper,2016). According to the view of Borghoff
and Pareschi eds., (2013) digital technology is that source within the company that help in
increasing the effectiveness, features, quality, speed of the process of business as well as product
and services. All digital platforms and resources such as mobile phone, laptop, social media are
come under the digital technology. In the opinion of Bulgurcu, Cavusoglu and Benbasat, (2010)
in the hospitality sector, hotel can enhance the speed of customer service delivery by use of the
computer, mobile phone, internet, wifi etc. In the opinion of Johnson and Christensen, (2010)
social media is one of the most useful digital platform which can help to hotel in large manner.
With help of social media company can easily promote and advertise its product and services in
the market and acknowledge about the customer review, feedback and comments about existing
services of the hotel in the market. Social media platform also help to company in providing
information about the existing services to customer. Buyer can easily book their room,
accommodation service by use of the social media platform. Customer can make the payment
about their service in fast and frequent manner with help of digital technology.
Impact of digital technology on customer service in Hotel
According to the views of Serrezuela, Chavarro and Cabrera, (2017), Hilton Hotel is
operating in hospitality industry which is very big and consists of highly competitive
environment. Competition has great effect on the growth as well as success of firm. An
organization in order to survive in highly competitive as well as dynamic business environment
is required to focus on improving the customer services. As this will help business entity in
developing the strong relationship with clients. It will also support an organization in retaining
customers for long time and attracting more numbers of consumers. On the other hand, Downes
and Bishop, (2015) stated that the manager in Hilton Hotel are taking high initiative by planning
strategies as well as tactics to provide memorable experience to customers. Company can
achieve its several business objectives by adopting or implementing digital technology at
workplace. As this will assist business entity in customer services. With the support of digital
technology, an organization can directly contact or communicate with client which will further
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assist firm in identifying the needs of customers. Digital technology will help business entity in
providing the customer an opportunity to design their product or services as per their choice and
requirement (Carroll and Shabana, 2010).
As per the point of Głowacz and Pietroń, (2017), by utilizing the digital media firm can
provide detail about the goods or services offered by an organization and can demonstrate the
benefit for the same. It has been identified in between investigation that not all the technologies
are appreciated by the customers. Technology is the factors which not only help firm in
improving customer services but also assist business entity in increasing uniqueness as well as
gaining competitive advantage. It also provides organization an opportunity to develop innovate
products and services which further support enterprise in providing satisfactions to customers.
Beside this, English and Kirshner, (2016) explored their views that it has been analyses from the
investigation that , business entity by implementing the digital technology can provide additional
as well as quality services to clients. It also allows firm to provide positive experience to their
guest. Digital technology also have great a well as significant influence on customer behavior.
By implementing the digital technology at work place company will able to gather the
information about the customer perception about the services or products offered by an
organization. It will also aid management team in identifying the performance gap and planing
the strategy or tactics for the same(English and Kirshner, 2016)
Several ways to carry out business activities by use of digital platforms
As per the views of Han, Chih-Lin and Rowell, (2015), digital technology platform
contain different ways in business to develop significant advantages. In this regard, effectiveness
also increases continuously to develop profitability and productivity. In this way, creativity
continuously ascertained with using digital technology platform. Therefore, in target market
hospitality industry can easily implement their functions to promote desired results. In order to
make enterprise digital, there are several ways adopted that helps to increase significant
advantages at workplace. For instance, Google Drive contain important role in whole team to
lead with business activities. On the other hand, Accha and Sharma, (2017) stated that Facebook,
Twitter, etc. are take important role to implement successful digital technology. This is because,
this tools are more becoming and integral part that is more efficient and profitable for the whole
enterprise. These elements majorly create impact to perform several functions and operations of
the organisation.
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P2 Research methods to conduct primary and secondary research
Research methodologies
 Research design – There are several types of research design which can be used by the
scholar for conducting the investigation such as descriptive, exploratory, explanatory and
experimental. But in present investigation, investigator does not have depth knowledge
about digital technology, therefore in order to develop the understanding about digital
technology, the scholar has planned to use descriptive approach for conducting the
research in order to gain in-depth information (Goksoy, Ozsoy and Vayvay, 2012). This
is because, in-depth information assists to find appropriate conclusion which helps to
reach effective customer services which applied in hospitality industry.
 Research Approach: Approach allows the scholar to recognize the appropriate path to
reach the objectives. Research approach involves several theories as well as models
which can be applied or used during the time of investigations. There are mainly two
types of research approaches these are deductive and inductive. These approaches help
investigator in conducting research in systematic manner (Hickson, 2016). Deductive
approach is helpful as well as beneficial in reaching to the problem that might occur in
conducting investigations in systematic manner. This is because, appropriate inductive
approach have focus on the generation of new theory emerging from the data. It helps to
implement right information which based on analysis improvement in customer services
for hospitality businesses (Özerdem and Bowd,2016)
 Data analysis: Analysis the data is most important task at is helps in making information
understandable. It also assists investigator in improving the presentation. Data analysis
aid scholar in identifying the important facts and helps in making decision quickly. In
present study, thematic analysis is used for refining the data and making information
understandable for user (Mackey and Marsden, 2015). Thematic analysis selected
because, researcher get options from different participants. It assists to make quick
decisions from different kinds of data that are gather from primary research analysis.
 Cost : The most important is the financial resources which are required to conduct
research in smooth way. Researcher requires £560 to accomplish this research in
successful aspect. It also increases positive outcomes that develop to create detailed
investigation. In present resources, Time is the major resources which has created the
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major significant challenges for the scholar. Due to which it has become important for
the investigator to complete each and every activity before time and this is the reason due
to which researcher has failed to conduct detailed investigation (Achtenhagen, Melin and
Naldi, 2013.)
 Ethical considerations:Investigator has communicated the complete detail about the
investigation as well as objective of the study to all the participants. None of the person
has been force to provide information which an individual does not want to provide. Data
has been gathered from authentic sources and will be kept confidential.
 Data collections: There are mainly two sources from where the data or information can
be gathered these are primary or secondary data origin. The primary or fresh information
can be gathered from the adopting various methods such as questionnaire, interview,
survey etc. Sources of secondary data collections are magazines, books and journal etc. In
the present investigations, information has been gathered through primary sources. As
due to time limitation, scholar has appointed a person who has knowledge as well as
skills to conduct interview. In the present research, both kinds of data gather such as
primary and secondary to find appropriate functioning at workplace. Primary data easily
applied in business to develop desired work with aim and objectives (Zumitzavan and
Michie,2015). Primary data based on demographic basis so that researcher find relevant
results to promote appropriate investigation.
 Sampling: There are many types of method which can be used for selecting the few
participants among large population. Some of techniques of selected people include
random sampling , systematic random sampling etc. These employees have been selected
to systematic random sampling method (Riedl, Davis and Hevner, 2014). Selected sample
size in the present research is 10 managers from Hilton hotel. With the help of their
views, it can be stated that effective results will be gain successfully.
LO 2
P3 Tools and techniques for research findings and data collection
For collect the information about the digital technology and its impact on the customer
service delivery in the Hilton hotel, researcher have selected 10 managers of Hilton hotel for data
collection and prepared questionnaire about the several questions of digital technology.
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P4 Appropriate analytical tools to analysis research findings and data
Theme 1 Company use the digital technology in operating business activities and functions
Is your company use the digital technology in operating business
activities and functions Frequency
Yes 8
No 2
Theme 2: Hilton hotel uses several applications and tools for customer services
Is Hilton hotel uses several applications and tools for customer
services? Frequency
Yes 8
No 2
Theme 3 Maximum number of managers working with 1 to 3 years
From how many years are you working with
Hilton hotel?
Frequency
1 to 3 years 5
3 to 5 years 2
5 to 7 years 2
More than 7 years 1
Theme 3: Hilton hotel have web page on the internet and social media
Is Hilton hotel have web page on the
internet and social media ?
Frequency
Yes 8
No 2
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Theme 4: After implementing digital platform Hilton hotel have improved its customer
services or not
After implementing digital platform
Hilton hotel have improved its
customer services or not? Frequency
Satisfied 7
Dissatisfied 2
Not sure 1
Theme 5: digital technology helps to Hilton hotel in increasing customer experience and
services
Do you agree that digital technology
helps to Hilton hotel in increasing
customer experience and services? Frequency
Strongly agree 7
Agree 2
Disagree 1
Strongly disagree 0
Theme 6: digital technology assist to business unit in increasing speed of business
Do you agree that digital technology
assist to business unit in increasing
speed of business ? Frequency
Strongly agree 6
Agree 3
Disagree 2
Strongly disagree 1
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