Impact of Information Technology on Customer Experience Project

This project investigates the impact of information technology (IT) on enhancing customer experience within the hotel industry, using the Rosewood London as a case study. The research explores how IT, including digital innovations, improves customer service, operational efficiency, and satisfaction. It addresses objectives such as understanding IT's use in the hotel industry, identifying new technology trends, and addressing challenges faced by companies. The project utilizes the Gibbs reflection cycle to analyze expected outcomes, focusing on description, feelings, evaluation, analysis, conclusion, and action plan stages. The study highlights the significance of IT in changing customer behavior and contributing to the growth of the hospitality sector. The project aims to provide recommendations for hotels to improve customer experience and loyalty through the effective use of IT, supported by both primary and secondary data collection methods, including questionnaires and existing literature. The research emphasizes the importance of time management and effective planning for future investigations in this area.

RESEARCH
METHODS FOR
BUSINESS/Project 2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................2
Expected outcomes from proposed investigation...................................................................2
Contribution highlighting significance of this study..............................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The proposed investigation would focus on impact of information technology on
enhancing customer experience in hotel industry. The present study has drawn the investigation
idea by focus on the Rosewood London. Background of this investigation is based on
information technology that help in increasing the experience of customers. It has been stated
that impact of the technology on customer experience is complex to be ignore. The digital
innovations make this easier for customers to find the services and products from businesses.
The information technology has played necessary role in hospitality sector. It has in minimize
the cost, improve services, enhance the operational efficiency and provide the better experience
to customers. The business and consumers both can be benefit from communications, guest
services and also reservations (Bolton and et. al., 2018). The impact of technology can be seen
on the front desk where the property management has been quickened over years. With the help
of using technology, people can make room bookings in advanced easily.
This study aimed at identify the enhancing of technology on enhancing the satisfaction of
the customers. It has the different objectives related to the information technology on improving
customer experience. The first objective is related to understand the concept and use of IT
technology in enhancing the customers experience within the Hotel industry. Secondly, this
would determine the new technology trends that can be used by the industry to improve
customers experience. At last, issues faced by companies within the Hospitality industry from
the Information technology has been carried out effectively.
The rationale behind conducting the present investigation is to determine the impact of
using informational technology on experience of the customers within hospitality sector. There
have been subsequent analyses conducted. In this study have been examined about the role of
internet technology and also their importance in managing the customer experience. The main
focus of conducting the present investigation is to determine the needs to use the information
technology by hospitality sector that helps in provide the experience to clients (Kandampully,
Zhang and Jaakkola, 2018).

TASK
Expected outcomes from proposed investigation
In this, expected research outcomes of present investigation could be explained in better
manner through having look on the Gibb’s reflection cycle. It was developed through Graham
Gibbs in year 1988 to provide proper structure to learning from the experience. This gives
framework in order to analysing experience and also provided cyclic nature lends particularly in
better manner to repeated the experiences (Parise, Guinan and Kafka, 2016). This model is useful
as it assists the people to make sense of the situation at workplace so that they can understand
what they did in better manner and what they could do better in future. Different stages involved
in the Gibb’s reflection cycle mention below:
Description- This stage of Gibbs model would reflect on understanding about the
investigation and the different activities involved in this in detailed manner. This deals with
necessary facts as areas regarding which an investigation is mainly focus on, idea collected for
an investigation and evaluation of brief of research outcomes. In conducting an investigation, I
have put the focus on the information technology that used by the hospitality sector to provide
better experience to the customers. Rosewood London hotel provide the high quality services to
its customers so that they can be loyal towards hotel and sustain at marketplace for long time
period. This assists in assuring about the brand reputation of the Rosewood London. The
information technology provides the mangy benefits to customers for an instance make
reservation system better, keep updated the customers about changes by using mobile
communication and use web application of hotel to access the room service options through
online dining internet site. With the help of conducting an investigation, I examined that through
using information technology, relationship develop among the customers and hotels positive.
This is more flexible and concentrated on bringing the wider changes on experience of
customers.
Feelings- The second stage of Gibbs reflective cycle is feeling as it would deal with the
detailed analysis of the research activities involved. This would be focus on how an investigation
is been lead and the my – self-reflection of an investigation. An intention is not to be discuss
feelings in the detailed. At the time of conducting an investigation, I was feeling nervous to think
about completion of an investigation activities within given time period. An investigation has
been carried out successfully by detailed analysis regarding recent changes and also impact of

the information technology on experience of the customers in context to the hospitality sector.
For this purpose, I gained the relevant information and data from previous investigation and by
the primary sources of collection of data and also analysis. Other than this, I chosen primary and
secondary both method of data collection. In primary method, questionnaire has been developed
and in the secondary method, existing sources has been used to collect the information related to
at identify the enhancing of technology on enhancing the satisfaction of the customers.
Evaluation- It is third stage and its focus on evaluation through dealing with experience
that consisting while carried out an investigation step by step. For evaluation purpose, this is
essential to deal with past investigation involved and contribution of an investigator. I had
provided brief description of past investigation in this area focus on idea of proposal in literature
review chapter. Both method of data collection helps in providing the in- depth information and
knowledge regarding particular subject area. This determines how the technology is effective in
provide the satisfaction related to services to customers within hospitality sector.
Analysis- This is fourth stage in the Gibbs cycle of reflection as it would concentrate on
self- reflection and also understanding of an investigation. This deals with what could be
completed to carried out the same research work through making this inspiring near future. This
is mainly reflecting my weaknesses and strengths that requires the self- reflection. Through
completion of the research work successfully, I collected the knowledge regarding recent trends
in context to the information technology that helps in provide the better experience as well as
satisfaction level to the consumers. My strengths are coordination as well as the good
communication skills. My weakness is my time management skills that need for completion of
the study in successful manner.
Conclusion- This fifth stage is conclusion that would be focus on concluding part of an
investigation. This would be deal with collection of the information through conducting the
research for draw the useful conclusion. I have collected idea that using the effective information
technology helps in providing the positive experience to the customers and also sustain them at
market place for longer time period. This will help in enhance the customer loyalty and growth
of the hospitality sector.
Action plan- It is the final stage in Gibbs cycle of reflection. It is mainly signifying actions
requires for doing the future investigation and same work in the future. It has been examined that
this stage would deal with effective approach that could be concentrate on change so that they

could be make some improvement as well as the positive research outcomes effectively. To
conducting the present investigation, I require to focus on overcome from my time management
skill. I need to develop the schedule and divide the activities as per the set period of time. Also, I
need to setting the deadlines and also dividing the sections included in an effective manner and
through dealing with the stress in an effective manner.
Contribution highlighting significance of this study
This present investigation of mine is necessary as this is mainly concentrate on information
technology that plays an important role in changing the way of working and also develop
positive impact on customer’s behaviour. As per my viewpoint, this would help the hospitality
sector to focus on using the information technology in better manner to give the positive
experience to customers and also generate the high sales (Sharma, 2016). This present
investigation has been carried out by taking into account case study of organisation Rosewood
London hotel as this would contribute through giving the ideas for the improvement purpose for
the other hotels in same industry.
The investigation would provide the necessary recommendations for Rosewood London
hotel in order to bring about improvements that they could help in improve the customer
experience and focus on providing better satisfaction to customers. This helps in aware the large
number of respondents to use information technology in hospitality sector and gather authentic
as well as relevant information.
To conclude this, it has been stated that present study would make necessary contribution
in order to bringing better development in the hospitality sector. This has been illustrated by
know about the use of information technology and its contribution in providing the better
experience to customers with in hospitality sector.

REFERENCES
Books & Journals
Bolton, R. N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Parise, S., Guinan, P. J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons. 59(4). pp.411-
420.
Sharma, D., 2016. Enhancing customer experience using technological innovations. Worldwide
Hospitality and Tourism Themes.

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