Leadership, Responsibility, and Social Media in the Hospitality Sector

This report delves into the dynamic landscape of the hospitality industry, specifically examining leadership styles, organizational responsibility, and the influence of social media. The report begins by defining leadership and exploring various styles, such as autocratic, authoritative, pacesetting, democratic, coaching, affiliative, laissez-faire, strategic, and bureaucratic, ultimately recommending the democratic style for Costa Coffee. It then evaluates organizational responsibility, including economic, social, and environmental performance, and responsible leadership, using the CLD framework. The report analyzes the implications of these concepts for both private and public institutions, with a focus on Costa Coffee. Finally, it assesses the impact of social media practices on customer satisfaction, highlighting their importance in the modern hospitality sector. The report emphasizes the importance of corporate social responsibility (CSR) and its benefits for the company, the government, and society, concluding that effective leadership and a commitment to responsibility are crucial for success in the hospitality industry.

Emerging trends in
hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Different leadership styles in the organisation and what leadership style organisation has
chosen..........................................................................................................................................3
2. Evaluate the application of organisational responsibility and responsible leadership in costa
coffee............................................................................................................................................6
3 Benefits of CSR .......................................................................................................................8
4 Implication of social media practices for better customer satisfaction ..................................11
Conclusion ....................................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The hospitality industry is emerging more with time. In the UK, this industry has become
the highest profit-generating industry. The hospitality industry includes hotels, restaurant, bars
etc. Costa coffee is the coffee house and subsidiary company of coca-cola. The company was
founded in 1971 and have its headquarters in England. Company supply roasted coffee to coffee
shops and caterers. The company is known worldwide for the good quality of the coffee. This
report will discuss the concept of leadership and what are the different kinds of leadership style;
from all leadership style, one will choose which will be perfect for costa coffee. Organisational
responsibility and responsible leadership will be explained in the report by linking with the
hospitality industry. A further report will examine corporate social responsibility and how it will
give benefit the company, government and society. CSR plays an important role in the company
and, if done carefully, they can help in improvising the image of the company. This report will
also evaluate social media practices and their implications for improved customer experience and
satisfaction.
MAIN BODY
1. Different leadership styles in the organisation and what leadership style organisation has
chosen
Leadership:
Leadership is the process through which people in the group are motivated so that the
goals and objectives of the company can be achieved. Leadership is practised by leaders who
manage their teams so that task can be accomplished on time.
Leadership traits:
Leadership traits indicate personal qualities which make an effective leader. Leaders
guide teams or individuals so that objectives can be achieved (Xie and et.al., 2018). It is useful in
management because it increases efficiency and helps in achieving strategic goals. Leaders
facilitate motivation, build morale and help in improving the working environment.
Types of leadership styles are:
autocratic leadership style:
In this kind of leadership style, decisions are taken by managers or senior person only, and
subordinates are not involved in this (Becker, 2020). This leadership style will benefit when
complex decisions have to be made and on an immediate basis. This leadership style has demerit

also because the opinions of the staff are completely ignored. Employees are not considered and
provided direction in which they have to work. Example: manager changing working shifts of
their staff without consulting to them that staff is comfortable or not. This can negatively affect
the workforce.
Authoritative leadership style:
In this kind of leadership style, leaders are confident who set expectations and also consider the
views of employees. In this style, leaders explain to their subordinates that where the company
will go (Purwanto, Asbari and Budi Santoso, 2019). Here leaders explain to their staff about the
decisions which they had made. Under this style, leaders don't give orders only but listen to the
employees also.
Pacesetting leadership Style:
In this leadership style, leaders tell their employees to repeat them. Leaders want their followers
should do exactly what they want. The leader only believes in racing; the bar which the leaders
have set is very high. They force their team to run fast so that work can be finished before time.
It is also said that it is beneficial because it helps in making the work done faster, but it can hurt
the sentiments of the workforce. This can create stress among the employees when working in
the long run. It does not mean that this leadership style should be avoided by every leader. Those
leaders can follow those who are working with like-minded people but cannot go with this
leadership style in the long run.
Democratic leadership style:
Democratic leadership style is the most effective leadership style. The leaders involve their team
members while taking decisions and also provide every information to the team members. They
consider the importance of their employee's views and opinions (Maamari and Majdalani, 2017).
This style helps in increasing trust and enhancing team spirit and cooperation from the
workforce. It grows and develop employees and also enhance creativity amongst them. This
leadership style also makes the work done by the team members, but in the manner, team
members want to do.
Coaching leadership style:
Under this leadership style, leaders act as a coach and improve individual potential. Leaders who
follow this leadership style are very open-minded and are soft-spoken. They believe in the

capability of every individual. Leaders provide direction to their subordinates so that with their
ability, they can achieve the goal.
Affiliative leadership style:
This style believes that people come first in every situation. In the affiliative style, leaders have
personal relations with the employees (Pawirosumarto, Sarjanaand and Gunawan, 2017). Leaders
take care of their team members and support them emotionally. Leaders and team members have
a great connection with each other. This builds a collaborative relationship and encourages
harmony.
Laissez faire leadership style:
This leadership style is opposite to the autocratic leadership style. The autocratic leadership style
is very rigid, while in laissez-faire, employees are allowed to share their ideas and not only to
follow the leaders. Leaders trust their staff, but the blind trust of the leaders can lead to project
failure. It gives the advantage for people to don the work, how they want to do. It is observed
that in this style, there is a lack of direction which can result in people moving in the wrong
direction. The wrong direction has caused a delay in achieving the objectives of the company.
This style will work if the workforce has the knowledge and are highly skilled, and are motivated
to do the work. If leaders want to present this style as effective, then they should monitor
performance and take feedbacks timely.
Strategic leadership style:
Under this style, leaders have an ideology that is related to the company's growth opportunities.
Leaders make sure that the working environment remains stable and does not change. It is used
is that companies where strategic thinking is supported by the company because it guides many
employees in one go (Nguyen and et.al., 2017).
Bureaucratic leadership style:
Under this style, leaders follow all guidelines of the organisation and allow inputs from their
employees. Employees input can also be rejected if it is against the policy of the company. This
leadership style can be followed by any size of the company, whether it is small, medium or
large. The leaders do not welcome a new strategy by the workforce because they have the fear
always that if it doesn't work, then it can waste resources and time.
For costa coffee, the democratic leadership style will be chosen because it the most
effective leadership style and will perfectly suit this organisation. Costa Coffee is a coffee shop

and requires creative ideas to take competitive advantage. In this leadership style, creative ideas
and opinions of the workforce are always welcomed, and manager considers their employees
when making any decisions (Pope and et.al., 2018). Leaders believe that fresh and innovative
ideas will get from their young employees, which will help the company in their growth, and the
employee will also feel that they are valued by the company because they are involved in the
decision-making process.
2. Evaluate the application of organisational responsibility and responsible leadership in costa
coffee
Organisational responsibility:
It means the policies which are made by considering stakeholders and helps working
environment and helpful ineffective performance. Without organisational responsibility, no
organisation can run smooth. Organisational responsibility is laid down so that company can
work efficiently and all the employees can get benefit from it. Organisation responsibility varies
from company to company but follows standard guidelines (Gao and He, 2017). It is based on
the size and function of the company.
Strategic responsibility management model:
This framework is used to adapt strategic responsibility management. It includes steps like:
Create vision related to responsibility, listen to stakeholders and give priority to them, make
initiation integrated to corporate responsibility, give employee training to develop their skills,
institutionalising business practices by measuring the performance of the workforce and
reporting the status.
Economic performance:
it is the element of organisational responsibility which have many indicators:
Rules and responsibilities should be related to employees by providing them with a safe working
environment, help employees in balancing work and life, providing extra benefits and salary on
time, empower them and help in their career development; the organisation should do fair
competition and take measures which can increase short and long term profits and also provide
good customer service (Cheema, Afsar and Javed, 2020).
Social performance:

Organisational guidelines should include health-related policies which can help in preserving
health; the organisation should respect the culture and social customs and should also conduct
corporate social responsibility.
Environmental performance:
The organisation should take care while consuming natural resources. Should not overuse the
natural resources. Organisation activities should not hurt the environment like the company
should do a pollution check. Sustainability can only help for long term survival.
Responsible leadership:
Business leaders have many challenges as they have to make sure that the responsibilities
are suitable for the organisation and society and how a responsible approach will build value.
Leaders are responsible for creating sustainability by increasing positivity at the workplace,
which will bring more innovation and trust. Responsible leaders are those leaders who think
about the growth of the company and also about the benefit for stakeholders. Responsible leaders
make sure that the rules and regulations of the company are not violated by anyone. Leaders
motivate people so that they can work together and can attain effective results.
CLD framework:
this is the model for responsible leadership, which include four factors:
direction:
It means that leaders guide their team members towards the aim of the company. Team members
are very well aware of the values and strategies, and hoe they will help the business to achieve
the target.
Engagement:
It encompasses identity (Zhao and Zhou, 2019). Leaders provide guidance to their team in such a
manner that team members get motivated and which will increase their productivity.
Alignment:
In the starting, only leaders communicate the roles and responsibilities of each member of the
team. They make sure that proper alignment is maintained so that work cannot get disturbed.
Renewal:
When a leader welcomes a culture that encourages learning, this will build coordination between
leaders and team members in respect to information, activities etc.
The implication of organisational responsibility and responsible leadership on:

Private institutions:
In a private organisation, organisational responsibilities are laid down by the management
of the company. Management considers all level of staff when deciding about responsibilities.
Organisation appoint leaders to those people who they feel that are responsible and can handle
team effectively (Javed and et.al., 2020). Leaders are the people who provide direction to the
team. In private institutions like costa coffee, leaders normally focus on sales and profits as the
company's goals are attaining growth through profit maximisation. Leaders should also give
authority to their staff to take decisions so that they become responsible for the work done by
them. In a private organisation, leaders are responsible for the success or failure of the project.
Costa coffee leaders provide guidance to their employees in such a way so that company can get
a competitive advantage. They also welcome new ideas and views of the workforce.
Public institutions:
Public companies are those who think about the welfare of the public but also focus on
getting good profits. These companies have a responsibility towards the public. They ensure that
they do not carry activities that harm society in any manner. Unlike a private company, they do
not only focus on profit, whereas a private company can do anything to earn a profit. Public
company's priority is public then comes profit. They do not do anything which harms the
community, and on that matter, if they are sacrificing profits, then the company will.
Third sector institutions:
Third sector institutions are the voluntary organisation which work for the well-being of
society only. The institution main aim is to do good in society. They work on common issues
like global warming, pollution etc. these organisations believe that they have to make the earth a
better place to live (Tsui, 2019). They do not care about profits and only care about people. Their
main responsibility is to serve society. Here leaders also focus on those task through which
benefit can be given to society. This includes NGO. For example, some voluntary organisation
provide free of cost treatment to older people, whereas some institutions provide funds to cancer
patients to those people who do not afford cancer treatment.
3 Benefits of CSR
CSR stands for corporate social responsibility; the basic meaning of CSR is to conduct
those activities which provide benefit to society (Rhou and et.al, 2020). Apart from society,
CSR provides many advantages to the business. Apart from this CSR, is providing benefits and

advantages to costa coffee as well. Like with the help of CSR, Casta Coffee is conducting
various social activities, through which then the brand name of this cafe.
Some major benefits of CSR to Casta Coffee
Brand promotion
Whenever any company conduct any activity for the welfare and development of society,
their brand name automatically get increases. If Casta coffee is doing any welfare activity such
as providing free study material or equipment to poor children or anything else, it will directly
put a positive impact on the name of the company. People will do mouth publicity about this
restaurant. It will create a reputation for the business in society; due to this, Casta coffee will
become a strong brand in the market and will give tough competition to other hotel and
restaurants. Apart from this, it will increase the customer base and loyalty for this restaurant.
Higher business opportunity
With the help of CSR, this restaurant will come into the eyes of those people who are not
well versed with it before; as a result, the sale of the restaurant will get increased, and business
will earn more opportunities (Yuan and et.al, 2020). Apart from this, due to the name and fame,
this restaurant may get new investors who will provide funds so that Casta cafe can make more
investment in the product line, infrastructure, marketing and promotion of their restaurant. Apart
from this, the restaurant may get some new supplier who will ready to sell their goods and raw-
material to this restaurant because they also want to work with such business who is having a
strong position in the market so that they may get the guarantee that they will get payment of
their supplied raw material on time.
Cost-saving
To protect the environment, this restaurant is using recycled pieces of equipment because
now people are getting more concerned about the environment (Lee and et.al, 2018). So by
using disposable goods and items in the restaurant, Casta Coffee is protecting the environment,
and along with this, it is saving the cost as well because the recycled goods are not so expensive.
By protecting the environment, this restaurant can remain in the good books of the people. Apart
from this, restaurant the restaurant can so online publicity of the work done by them for the
welfare and development of the society. It will also save the cost of traditional marketing
activity.
New potential employees

Those companies that are involved in CSR activities are getting more recognised as
compared to other companies that are not so active socially. So CSR will help Casta Coffee to
draw the attention of new employees because everyone wants to work with a reputed company,
and like it, Casta coffee is a large chain of coffee, so people will feel privileged by working with
this restaurant chain. Apart from this, when this restaurant started getting more reputation and
goodwill, the existing employee will also think to remain in this restaurant for so long, and they
will do their work more effectively and enthusiastically. Besides this, it will give self-pride to
the workers when they work with name and famed restaurant; this is also another reason which
will attract new employees that they will get more reputation by just working with Casta coffee.
Organisational growth
Due to CSR activity, this restaurant will get growth; they can enhance their business in
other countries where people are not well versed with Casta Coffee. This restaurant can tap into
the untouched market by CSR; they can do various activities by taking part in community
projects and donation; this will reduce the unnecessary cost of marketing and promotional
activities (Yadav and et.al, 2018). By doing this, the restaurant will come under the eyes of
local people of a different country, and this will be beneficial for the restaurant to get set- up and
also it can increase the market share in different countries.
Build a strong relationship
CSR will help this restaurant to build a strong relationship with investors and
stakeholders. Stakeholders and investors will get benefit from the brand name and increased
popularity of the business; this will made them bound to invest more into the business. Apart
from this showing strong business and profit to the investor and public, it will generate more
business and investment opportunity for this restaurant, that more investors would like to invest
their money in this restaurant.
Establishment of a more loyal customer base
If the restaurant is more authentic, supportive to the community, it will definitely increase
the customer base for the restaurant, and they will also do branding and promotion for the
restaurant. A loyal customer is essential for the growth of any restaurant, company or business
(Corporate social responsibility (CSR), 2020). When this restaurant works for the benefit of
society, they will also make their friends and family aware of this restaurant; thus, the sale of this
restaurant will get increased.

So these are some major benefits of conducting CSR activities to this restaurant, except
these, the restaurant will get some benefits from the government as well because the government
also work for the benefits of the public, so maybe government provides some funds to the
restaurant so that they can do more for the society. Apart from this government can do the food
licencing process easy for this restaurant.
4 Implication of social media practices for better customer satisfaction
Social media practises are known to be those practises which help the business to expand
its business product by making connections whit people through the social media platform such
as – Facebook, LinkedIn, Twitter etc. social media practises is very common in the hospitality
industry even after the pandemic hotel and restaurant have become more active on social media
and they are making aware about the various offers and discounts they are providing to the
customer for their better satisfaction (O’Connor and et.al, 2017). So by creating a business page
on the social media platform, Casta Coffee can increase its sales; along with this, it may provide
more customer satisfaction.
Social media has become a tool for Casta cafe to through which it can make people aware
of customer satisfaction; apart from this, it will be helpful for the restaurant as well because with
the help of social media platform customer can also share their valuable feedback to this
restaurant that from which services and product they are not happy with the restaurant so that
Casta Coffee can improvise that and provide more and better customer satisfaction. To engage
more customer, Facebook is a primary channel because thousands of people are active on
Facebook, and through this, Casts Coffee can get thousands of reviews and feedback from the
customers, which will be beneficial for the restaurant to improvise its services.
With the help of social media practises, Casta Coffee may establish a strong customer
relationship by answering the queries and questions raised by the customer through the social
media channel of the restaurant. When this restaurant answers the questions of the queries raised
by the customer, it will remain present on that social media handle of the restaurant so that other
people who are having the same questions also get the answer.
Apart from this, when the restaurant receives the same issues from multiple customers
like – the customer does not like the taste of the coffee, or maybe the restaurant is not offering
customisation to the customers so that the restaurant can make relevant changes, maybe they can
hire a new chef who can play with the taste of coffee and thus this restaurant may provide better

customer experience (Iankova and et.al, 2019). This will create a loyal customer base for the
restaurant, and it will also impact the profitability, so by just using social media practices, this
restaurant brings a good customer base which will help them in their near future. Owing to social
media, the business of this restaurant will reach the next level, and they can give tough
competition to the big name and fame hotels as well.
Apart from this, by staying active on social media, this restaurant can make their
customer informed about the latest offers which this restaurant is offering to them. Especially in
the times of Corona, all the restaurants and hotels are offering different offers to attract their old
and regular customers. So with the help of social media, Casta Coffee can make people aware of
the precautions they are taking so that their customers and employees do not get affected.
However, the restaurant is using proper sanitisation on the entry and exit of the restaurant
so that the customer gets the satisfaction that they are safe and secure in Casta coffee, and they
can simply enjoy theirs. With the help of social media practises, this restaurant can share the
pictures of the premises on the social media channel such as Facebook, LinkedIn or Twitter to let
the people know how they are taking care of all the guidance issued by the government just for
the health and safety of the people. This will bring satisfaction among the public, and they can
freely visit Casta coffee.
Due to social media practise, people can book their seats or make a reservation, as this
restaurant is following the corona guild-lines and only allowing 50% of customers, so it will be
beneficial for the customers if they go for pre-booking before coming to the restaurant directly.
For the booking, they may visit the website of the restaurant or any social media handle, their
booking will quickly get done, or they may get reason on the spot if their bookings do not get
approved.
The implication of social media will be helpful for the restaurant to convert the negative
experience of customers into positive. Through which restaurant may provide better customer
satisfaction by turning their view. If the potential customer tweet something bad about the
restaurant, whether it is related to taste, quality or service so the restaurant should take it as an
opportunity instead of feeling insult, embarrassment and against their brand name. To satisfy that
customer, let them know that this restaurant is sorry that they have faced a good experience with
the restaurant, and ask them how the restaurant can help them to resolve their issues and problem

so that they do not face the same issue again. This will Casta coffee can save their potential
customer.
Thus by implicating social media practises, Cats Coffee can provide more satisfaction ton
with the customers by so0lving out their issues; apart from this, the restaurant can make
necessary changes in their policies or staff so that they can provide the best to their customers,
which will bring satisfaction in the customer that the restaurant is concerned about their issues
and trying to give them solutions (Kasemsap, 2018). So social media is a good platform through
which customers can share their views and opinions about the restaurant; sometimes, it may be
positive or negative. If it is negative, it gives an opportunity to the restaurant to improvise them
and provide the best services to the customer so that restaurant can increase customer
satisfaction.
Nature of social media
Social media is being used by cast coffee for marketing and promoting as it is one of the
effective tool for the restaurant to tap more and more people and let them know about the
products and services of this restaurant.
Nature of social media practices
One of the key feature of social media is that it is used as a mean of communication,
conversation and have a connection between audience and this restaurant. It is not just used for
marketing and promotion and write it is also useful for customers as well because with the help
of social media customer can provide their valuable feedback to this restaurant. As per the
valuable feedback of customers this restaurant can make changes in their menu and also the
services which can help this restaurant to increase the customer base.
Benefit from social media
Social media is one of the easiest way to promote the food and services of this restaurant and it
also become easy for customers to find this restaurant is this restaurant test active on social
media platforms such as Instagram Facebook Twitter etc. The benefit of social media is that it be
trust between the customers and restaurant. With the help of social media it becomes easy for
this restaurant to send various updates about the discounts and offers which is being given by the
different to the customers.
Risk involved in social media

As this restaurant collect different information about the customer such as their address the email
ids for numbers method of payment if it were so it becomes difficult for the restaurant to manage
huge data which is very valuable information of their targeted customers so through social media
this data can be ahead and there is always a threat of Cyber crime which remains and Restaurant
has to take care about such crimes. Apart from this with the help of social media people can
damage the brand name of this restaurant bye posting negative comments and blogs about the
restaurant also threat from social media.
Strategies to overcome risk
To overcome the cyber crime and cyber security issues restaurant must use software through
which it will collect all the necessary data of their customers and make sure that no one even the
employees use search software for taking undue advantage of this data. This restaurant can hire
social media manager who will look for the social media post and updates about the restaurant
and that person will also take care of the issues and queries which is being asked by the
customers and general people so that nobody will cause harm to the reputation and Goodwill of
this restaurant on their social media handle.
Conclusion
After analysing the entire report, it can be concluded that this report states the emerging
trend of the hospitality industry. This report speaks about the various types of leadership styles
such as – autocratic, democratic, authoritative, laissez-faire etc. how the organisation can get
growth by using these leadership styles is being discussed in this report. Besides this,
organisational responsibility and responsible leadership are also elaborated in this report. This
report states the various responsibilities of the organisation, whether it is related to CSR, social,
managerial or related to employees. The importance of organisational responsibilities and
responsible leadership is being mentioned in this report so that organisation can increase their
growth and productivity. Apart from this, how CSR can benefit the organisation has been
described in this report. Except this, how an organisation can use its social media practises to
improve customer satisfaction is being elaborated in this report.

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