Understanding Digital Technologies in Business: Marriott Hotel, UK

This research project investigates the implications of digital technologies on business activities, focusing on the Marriott Hotel, UK. The project begins with an introduction outlining the importance of technology in the business environment and its impact on customer service and competition. Task 1 involves a research proposal that defines the research question, objectives, and hypothesis, along with a literature review. Task 2 details the research methods, including primary and secondary research techniques, and the application of analytical tools to analyze the findings. Task 3 focuses on communicating the research outcomes effectively. Task 4 includes reflections on the research methods and suggestions for alternative methodologies. The project also examines the positive and negative impacts of technology, the use of social media, and the need for employee training. The conclusion summarizes the key findings and recommendations, supported by a comprehensive list of references. The project aims to provide insights into how digital technologies can be leveraged to improve business operations and customer satisfaction within the hotel industry.

Research Project
(“To understand the implication of digital
technologies on business activity: A study
on The Marriott hotel, UK.”)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal which clearly define question and hypothesis with literature review 1
P2 Research methods and approaches to primary and secondary research............................5
TASK 2............................................................................................................................................8
P3 Conduct primary and secondary research by using appropriate methods and techniques 8
P4 Apply appropriate analytical tools, analyses research finding and data.........................13
TASK 3..........................................................................................................................................26
P5 Communicate research outcomes in an appropriate manner for the intended audience. 26
TASK 4..........................................................................................................................................27
P6 Reflection on the effectiveness of research methods and techniques.............................27
P7 Determine alternative research methodologies for the project........................................27
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................29
.......................................................................................................................................................29

INTRODUCTION
With time, there are many changes that has place in relation with technology. It is
important for the companies to make sure that they use technology so that they are able to deliver
high quality services. There are many companies that deliver their customers with similar type of
products and services. Thus, it can be stated that rate of competition is high and so customer
have wider option of choosing the products or services (Adams and Simnett, 2011). There are
certain set of expectations that individuals have and when they are not able to perform their set
of roles in appropriate manner, then it causes serious issue for the business. The process of
considerations is required to be made on identifying the areas in which development can be
made. Main focus of any organization is to gain maximum profit and this is only possible when
they are able to understand preferences of service users. Main focus of present research is made
on determining the implication on digital technology on business activities. In a company there
are different types of issues identified and these problems are required to be taken proper care
and support. When the rate of support from the side of management is highly effective, then it
becomes favourable enough for the employees to support the firm to grow.
TASK 1
P1 Research proposal which clearly define question and hypothesis with literature review
Implementation of technology has both positive and negative issues. In order to conduct
the research in appropriate manner, Café Portrait is taken into consideration. This is a type of
firm that falls under hospitality sectors and aim at providing their customers with high quality
services. Cited firm understand the requirements of their customers and aim at fulfilling them.
However, there are some of the issues that are being faced due to which growth of the firm gets
negatively affected (Büyüközkan and Arsenyan, 2012). Employees are the face of company as
they present the services or products that are delivered to them. When workers fail to perform
their full efficiency, then it has negative impact over the business.
Aim: “To understand the implication of digital technologies on business activity: A study on The
Marriott hotel, UK.”
Objectives:
1. To comprehend the business activities at Café Portrait, UK.
2. To identify the digital technologies used at Café Portrait, UK.
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3. To evaluate the impact of digital technology on business operations of Café Portrait, UK.
4. To recommend and suggest methods through which Marriott hotel, UK, can improve their
digital technologies effectively and efficiently.
Research questions:
5. What are the business activities at Café Portrait, UK?
6. What are the digital technologies used at Café Portrait, UK?
7. What is the impact of digital technology on business operations of Café Portrait, UK?
There are different researches that are carried out on similar topic and these are helpful
enough to develop in depth understanding regarding the current research topic. There are
different areas that are covered and this will enable to determine appropriate outcome:
As per Durmuşoğlu and Barczak, (2011), there are many companies that have come up
and these are focused on attain their set of goal that are developed by the firm. In small medium
business, total numbers of people involved are low and so that it becomes easy to control the
business. There is various type of business activities that are included and these are carried out so
that rate of customer’s satisfaction can be raised. With this respect, main use of technology is
done for marketing and production aspects. In accordance with the business operations that are
carried out, there are many departments that work together with common goal. More specifically,
it includes human resource management. In each of the departments, there is support of workers
required so that they are able to put on their full efforts in each of the job that they are given. It is
important that proper focus is made on monitoring employees so that the areas in which
development made are identified and appropriate steps are taken with the help of which the rate
of performance is improved. Customers have certain set of expectations and these are
considered, then they are able to make interpretation of suitable support from workers. In context
with the technology used, it can be stated that firm has both positive and negative impact
(Kumar, Kumar and Tyagi, 2013). With this respect, below given are the positive impacts of
technology to the firm:
High quality services: Advancement in technology is done so that they are able to make
analysis of customers’ requirements and in delivering customers with high quality services. New
or updated technology is used so that management is able to make sure that high support and
appropriate care is provided to service users.
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Understanding requirement of customers: There are frequent changes identified in
preferences of people. Business can grow only when they are able to meet the needs are
requirements in appropriate manner. When set of needs are fulfilled, then it becomes favourable
enough to understand them and to attain the set of objectives.
Effective support employees: As per the laws and policies, it is required to make sure that
all the workers within the business needs to be provided with all type of tools and equipment’s.
This is done so that they can perform effectively and efficiently.
Among all the above mentioned positive impact of technology, there are also negative
impact caused to the firm or are also considered as issues faced when use of technology is used.
With this respect, below given are some of them:
Budget of the company: In order to make use of new or updated technology, there is high
cost involved. It is important to make sure that appropriate steps are taken so that they are able to
make appropriate analysis of the total budget (The Importance of Information Technology In
Business Today, 2015). In conditions when plan made by the business is not effective enough,
then it becomes difficult for the firm to attain their set of goals and objectives. Apart from this,
there are also frequent changers that take place and this becomes difficult for the business to
make appropriate changes on regular basis.
Training to workers: When new or updated technology is used, then it is required to make
sure that proper training is provided so that they are able to make of the technology in
appropriate manner. In all these process, there are issues faced in relation with cost as all the
workers are needed to be provided with training.
Perception of workers: The type of perception that is carried out by individuals differs
and there will be some among the workers who may not accept the technology. This way, it
becomes difficult for the business to adopt the changes that they are willing to make. It is
required to have proper support from the side of all the workers so that they are able to perform
their set of roles in appropriate manner.
Customer’s preferences: The taste and preferences of individual’s changes on frequent
basis and even after implementation of technology customers may not be satisfied. In such
condition all the investment made is not suitable enough and thus it becomes a loss for the
business.
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There are different types of technology that are used by the business. In this context, it
includes use of social media. This is one of the most effective sources that enable to make the
business attain the set of goals in appropriate manner. Employees of the business are able to have
direction interaction with customers. Further, there are many offers that are displayed on social
sites and this enables to provide the business
In every business digital technology is play a major role to interact and communicate to
each other at the work place. Its is use to exchange information at different department in
business by internet. It is helps to worker to share the projects. Also digital technology can be
used in the customer service department to serve customer on time while it may be causes
distraction among people at work place. Digital technology can distract employees by uses of
social networking at work place and it affects to decrease the productivity of personnel.
Digital technology can encourages innovation and creativity in employees. Employees
can use many types of business technologies to create innovative and unique idea which can be
used in growth of business and company expansion. it is use to promoting online business also.
Digital technology can change the way of working of human resources managers to do their job
at work place, it improves on the process of screening, recruiting, selecting. Submission of online
resume is easier for both candidate and mangers. It saves time and make easier for human
resource managers. Technology can used in find the performance level of employees and
productivity of every employee. But some time it makes employees lazy because by the uses of
technology many tasks are automated which makes employee lazy at work place. It kills
employee’s creativity and skills.
Technology is useful to business operation because it makes work easy by automation,
this automation gives guarantee to efficiency and helps to increase on production at work. Use of
computer makes work easy and provide correct information. It reduces the errors of
employee’s .But it is expensive to maintain. Technology is expensive to purchase. If technology
is not well maintain then its performance will decline and its disadvantage to operation of
business. Small scale business cannot afford the rate of hiring the technical person so they use to
hire monthly tech contractor.
The digital technology can be used at anywhere, it eliminate the space and boundaries. It
creates mobility which make easy to work at anywhere at any time. By the technological use in
business operation, we don’t need to meet physically because information and data will be
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shared in real time. But technological uses is affects the workplace relationships. Interpersonal
communication are important at work place to achieve an organizational goal. Employees
become more reserve by technical communication and self-centred, which makes buried into
their work .it is harmful for employees and organization .
Technology can improves the performance of employees and employees use many types
of tool like computer, video conferencing tools .digital technology improves organizational
communication. It helps to exchange ideas, messages and interaction with colleague’s .It is used
to communicate formal and informal communication in an organization .for the success and fast
growth of business it is necessary to use in operation .but some time it is risky especially when it
comes to data security. Many employees comes with flash drive at work and this is risk for
business because they may lick the critical data and important information and use it their own
personal profit.
P2 Research methods and approaches to primary and secondary research
Research methodologies consists of distinctive and important research factors that assists
the investigator in determining an adequate method of conducting effective research. It provides
various important tools according to the process of research which is selected by scholar. It
provides appropriate techniques which is used by scholar for collection and transformation to get
relevant information (El-Gohary, 2012). Further, method also ensures and assist researcher in
conducting an ethical research process which aims at protecting the values, beliefs and
perception of individuals. Moreover, scholar tends to select research methods and approaches on
the basis of pattern of collecting information because combining the efforts of data and
information with appropriate research techniques will play an important role in making the
research more reliable and efficient. In this context, for understanding the impact of digital
technologies on business activities of Marriott Hotel, there are some important research methods
have been used by scholar such as:
Research Philosophy: It is considered as belief about the ways in which data about a
phenomenon can be gathered, analysed and used. It helps investigator towards development of
proper understanding about research aims and objectives which is entire research project. Every
stage of research process is depended on assumption about the sources and the nature of
knowledge. Research philosophy reflects the scholar's important assumptions and these
assumptions serve as a base for effective research strategy (Ip, Leung and Law, 2011). There are
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mainly two type of research philosophies which are commonly used by scholars for conducting
research such as positivism and interpretivism. It is has been acknowledged that the positivism
philosophy is very difficult for scholar to be explained in precise and effective manner because it
depends upon the quantitative analysis and observation that leads to statistical analysis. Further,
Interpretivism philosophy includes qualitative approach of research and it also contains an
unstructured format of conducting research that consists of interviews, focused groups and
observation etc. Thus, in order to make research more reliable and effective, the researcher have
utilized the interpretivism philosophy of research.
Research approach: It is an important of methodology that helps the researcher in
demonstrating the effectiveness of selected research process. It also possess the essential tools
that clearly determines the knowledge of collected essential information (Jehangir and et. al.,
2011). In this project, scholar has collected and analysed information through application of
some important theories and principles which helps in determining the reliability of collected
information. Moreover, this method can be divided in two parts such as deductive and inductive
approach. This inductive research approach continue with observation and proposed theories
which are applied towards completion of research process as a result of observation Whereas
deductive approach is mainly focused towards development of hypothesis on the basis of
existing theory and them design the strategy of research for testing of hypothesis. In this,
solution of research are hypothetical and helps researcher in generation of effective and relevant
outcomes. However, in this study researcher has utilized deductive research approach as it is
suitable in getting accurate results on the implications of digital technologies on business
operations of Marriott Hotel.
Research Design: It is also analysed as important set of procedures and methods which
are utilized for collection and analysis of measures of the variables which are specified in
research problems. It is also analysed general plan which is made by researcher to answer the
questions of research. This method is considered as blue print of research process that needs to
be followed by scholar for accomplishment of research effectively and efficiently. The essential
elements of research design involves some strategies and important methods related to collection
and analysis of data (Kasemsap, 2016). Research design is mainly classified within two groups
such as exploratory and descriptive. In this project, deductive research design methods is
selected and used for scholar for carrying out research as it easier and less time consuming
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process. This aids researcher in accomplishment of research effective and resolving problems
related to study.
Sampling: It is important method which is used for conducting research by scholar for
determining and targeting respondent from the selected large population. It is also analysed as
determination of sample size for collection of data. These methods of sampling are mainly
divided in to two parts such as probabilistic and non probabilistic sampling (Omotayo, 2015).
Probabilistic is sampling is based in quantitative methods for selection of sample size which
involves simple random, systematic, stratifies sampling etc. Further, non probabilistic sampling
is based on theoretical perspective for selection of sample size and involves methods like
convenience and purposive sampling etc. In this research project, scholar has selected simple
random sampling methods for selection of sample size from the large population of employees of
Marriott hotel. As the sample size of this research is 60 through which researcher can easily
gather relevant information.
Data collection: It is important aspects which implies to collection of data from selected
respondents in order carry out effective research on understanding implication of digital
technologies on business activities of Marriott hotel. There are two methods through which
scholar can collect data such as primary and secondary methods. In primary method, data is
collected by using either Questionnaire or survey from selected respondents whereas secondary
method involves collection of data from books, journals, article and online source etc. In this
research project, researcher has utilized both primary and secondary methods of data collection.
Questionnaire is formulated on the basis of objectives of conducting research to collect accurate
data from respondents. Along with this, various important books, journals and literature have
been considered by scholar to collect relevant information related to research topic.
Data analysis: It is analysed as process used by scholar for inspection, cleansing,
transformation and interpretation of data with an objective discovering a relevant and useful
information, suggestion of conclusion and providing support to decision making. In present
context, for analysis of collect information, scholar will make use of thematic methods which
helps in interpretation of findings of research and information by using various charts, diagrams
and figures (Pantano, 2014). It is most effective method as it helps in providing clear
understanding about the outcomes of research and providing recommendation. These graphs and
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charts reflects clear understand about feedback and information provided by respondent related
to organization,
Ethical consideration: It is analyzed as determination of right and wrong situation which
is faced by scholar while collecting the information. In this research, there are some problems
have been faced by researcher in collection of data at initial stage because employees was not
providing their support but after taking consent of their supervisor they have provided support in
completion of research and provided information (Pot, 2011). Information collected from books,
literature and articles is properly cited by scholar. It is also ensured that no unethical practices
have been applied by scholar for carrying out research.
TASK 2
P3 Conduct primary and secondary research by using appropriate methods and techniques
In research project, data analysis is a procedure which is acquired to convert, remodel and
revise a specific information with a view to arrive on certain conclusion of given problem or
situation. It can be done through by various methods as per demands of domain. In context of
research, data analysis supports investigator to appear better outcomes of study. It also
contributes in structuring the findings from several sources of data collection like survey
research.
Cost: This key element is one of the important for researcher to conduct research
activities in systematic manner. Thus, it is vital for investigator to keep adequate fund for
implementing research activities. As the cost of research is not so much high because the
researcher select 60 respondents for gathering relevant information.
Time: It is also an important element in which research have to set all the activities with
appropriate time of complete the research activities. With the help of this, researcher can easily
execute activities in appropriate manner.
Ethical issue: At the time of implementing research activities, researcher face various
issues and obstacles that directly affect entire activities of the research. Along with this, the main
issues faced by the researcher is time and cost (Wallace, Wilson and Miloch, 2011). So that it is
important for researcher to make a effective plan in which they easily perform research activities.
In addition of this, researcher also keep all the information confidential about customers and
worked as well. It help in conducting research activities in ethical manner.
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For completion of this research, questionnaire method is utilised in order to identify
customers' opinions or viewpoints.
Questionnaire
Name:
Age:
Contact no:
Address:
Q1. Since how long you are visiting Café Portrait?
A. Last six months
B. Less than six months
C. Since one year
Q2. Do you think that the organisation is using digitalisation in its food processing and
delivery services?
A. Yes
B. No.
Q3. Does adoption of innovative tools and techniques really affect working activities or
operations of any business?
A. Yes
B. No
Q4. What initiatives have UK government taken in response to development of digitalisation?
A. Fast and ubiquitous connectivity to all people
B. Reduce tariffs on internet or data networks
C. Conduct programmes to improve technical knowledge of individuals
Q5. Which one is best digital technique for business to facilitate its activities?
A. Creating own website
B. Starting a blog
C. Establishing a social media presence
D. Mobile marketing
Q6. What is the main benefit of digitalisation for Café Portrait?
A. Reduce time and production costs
B. Enhance Information Preservation
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C. Stay Competitive and successful
Q7. What is major challenges face by firm during implementation digital tools and
techniques?
A. Marketing software is too hard to use
B. Ineffective leadership
C. Resistance to change
D. Weak or inappropriate strategy
Q8. Which kind of resources are required by Café Portrait to execute digitalisation?
A. Time and Cost-efficient
B. Expertise knowledge
C. Technical resources
Q9. After applying digital processes, what is major change seen in Café Portrait?
A. Better interaction with customers
B. Reduce service delivery time
C. Decrease production cost.
Q10. What types of digital techniques are acquired by Café Portrait in order to reach large
group of target audiences?
A. Become a prolific guest blogger
B. Use Facebook and Twitter ads
C. Conduct online surveys
Q11. Are you satisfied with products and services of Café Portrait?
A. Highly satisfied
B. Average satisfied
C. Not Satisfied
Q12. In how much time, the business organises training and development assistance to
improve employees' technical knowledge?
A. Once in a quarter
B. Once in half year
C. At the time of induction only
Q13. Which digital skills needs to be improved in staff of Café Portrait?
A. Posting ads on social media
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