Examining Digital Technology's Impact on Qbic Hotel Operations

This report examines the impact of digital technologies on the operational activities of Qbic Hotel, a small to medium-sized enterprise (SME) in London. The study explores how digital advancements influence various aspects of the hotel's performance, including customer service, operational efficiency, and marketing strategies. The research encompasses a review of literature, a detailed methodology, data finding, and interpretation through surveys and thematic analysis. The findings highlight the importance of digital technology in enhancing customer satisfaction, streamlining processes, and improving overall business outcomes. The report provides recommendations for leveraging digital tools and strategies to optimize hotel operations and maintain a competitive edge in the hospitality industry. The analysis covers themes such as the impact of social media, pricing strategies, customer preferences, and the use of promotional tools. The research concludes with a reflection on the research process and its implications for the future of digital transformation in the hospitality sector. The report also includes supporting documents like a research proposal form and an ethics approval form.

RP

Table of Contents
LO 2 & LO 4....................................................................................................................................1
a. Research topic, statement, objectives and significance...........................................................1
b. Review of literature.................................................................................................................4
c. Research approach and methodology......................................................................................7
d. Data finding and interpretation...............................................................................................9
e. Conclusion, recommendation and reflection on research process........................................22
LO3................................................................................................................................................24
REFERENCES..............................................................................................................................25
Research Proposal Form................................................................................................................27
Research Ethics approval form......................................................................................................31

LO 2 & LO 4
a. Research topic, statement, objectives and significance.
Topic-
To examine the impact of digital technologies to improve working of operational
activities of firm. A study on Qbic
Statement
Digital technology is term which is useful in order to bring changes in the working of an
enterprise. Thus, businesses are generally affected with the changes in technological
advancement. It is systematic process and application in order to improve products and process
so that activities in marketing can expand (Hillebrand, Driessen and Koll, 2015). Technological
advancement will be helpful in terms to process business activities effectively. The present report
is based on SME as Qbic, it provides effective hospitality service to its customers. It is situated
in London and Its deal in providing the best accommodation services to customer so that
profitability and productivity of firm can be maintained. The main behind implementation of
technological advancement is to maintain customer momentum. In order to carry out the
activities effectively it is essential to understand the needs of customers. The better and high
quality services will be useful in order to provide technological products and services
(Hillebrand, Driessen and Koll, 2015). The activities of hotel Qbic is need to take into
consideration by understanding the aims of customers. The whole report will be based on use
and impact of digital technologies in way of improving the working of firm especially like that of
small business's enterprise. As it could be noted that the use of digital technologies is affecting
the way in which company is transforming themselves. Digital transformation is very much
impotnat within small firms as this will be helping into improving quality of product, dealing
with current situation as well.
Objectives
 To determine the impact of digital technology on operational activities of Qbic hotel.
 To examine the importance of technological advancement in term to bring systematic
performance.
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 To analyse the effect of quality services with use of digitalised system.
 To provide suitable recommendation in terms to improve operational activities with use
of technological advancement.
Research question:
1. What impact of digital technology on operational activities of Qbic hotel?
2. What is the importance of technological advancement in term to bring systematic
performance?
3. What is the effect of quality services with use of digitalised system?
4. What is the suitable recommendation in terms to improve operational activities with use
of technological advancement?
Significance
The technological advancement will be useful in terms to enrich the growth of an
enterprise. The effective and efficient technology will process the systematic working in firm.
Thus, research will be helpful to develop depth insights about implication of technological
advancement. The technological advancement will be helpful in order to process business
activities systematically (Ibrahim and Aliyu, 2016). The present report is based on the activities
of Qbic, it deals in hospitality services the main aim is to provide the best accommodation
services to its customer. In order to provide fast and satisfactory services technological
advancement plays crucial role. The effective and efficient process will be helpful in order to
bring growth and development opportunities in enterprise. The technologies will be helpful in
order to bring systematic operational activities (Kim and et.al., 2015). The main behind
implementing technological advancement is to carry the effective process which helps to
maintain customer momentum.
Activities & Time scale plan
Activit
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Topic
Litera
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Discus
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b. Review of literature
It is one of impressive method in order to collect the depth insights about the use of
technological advancement. This study will be carried out by differed researcher in relation to
process systematic and proper activities.
Impact of digital technology on operational activities of Qbic
According to the view of Adikaram and Khatibi, (2016) states that to provide effective
services it is essential to understand the needs and wants of customer's. There are diverse set of
performance and it is essential for enterprise to deliver effective services. Moreover, there are
various kinds of departments as are chefs, employees receptionist etc. and this all perform their
work together so that they can achieve one common goal. As per the view of Adikaram and
Khatibi, (2016) states that there are number of departments in hotel and it is essential to have
changes and improvement as per the need of customers. In order to sustain the business growth
and development Qbic needs to address the digital changes. According to the view of Fichman
and et. al., (2014) states that Digital technology involvement in business process has accelerated
the competition, constant business monitoring, and regular supply of innovative and quality
output. As per the view of Agnihotri and et al., (2016) The customer segment of the Qbic
demands more digitalised system which will provide them more convenience and ease. Each and
every organization in today's changing world is following this digital trend and thus Qbic must
also lead in this changing path to sustain its position. According to view of Garrido-Moreno,
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Lockett and García-Morales, (2014) the requirement of customers Qbic has made all its products
available online. This online platform provides purchase, customer support, payment transactions
as well as organization marketing. According to the view of Flin and O'Connor, (2017) states
that digital technology plays the essential role in terms to carry out the effective and fast process
to its customers. The main aim of technological advancement is to bring quality services so that
satisfaction of customer can be enhanced. As per the view of Agnihotri and et al., (2016) it helps
to facilitate the system as storage of digital as well visual information so that there can be
improvement in digitalised quality. It is very helpful in order to make systematic transmission of
data.
With these changing working strategies Qbic also requires more skilled human resources
which are expertise in dealing with such platforms. Digital technology on one hand has reduced
the operational cost of Qbic. As per the view of Fichman and et. al., (2014) Enterprise
management systems reduces the cost of back side operations such as record maintenance and
accounting operations. But digital transparency has also introduced the price visibility among
customers as wells as its competitors. Digital technology has created a huge transparency in
Qbic's operational activities. This transparency has also improved the on-time delivery and speed
performance. According to Heavin and Power, 2018, digital technologies are transforming
operations and services of organisation. It offers effective solutions for boosting organisational
efficiency and limited consideration of the challenges of successfully operationalising a
transformative digital transformation approach. For example, ad hoc technology-driven approach
is an integrated approach of digital transformation which boost decision making ability of
management system.
Since digital technology is playing a crucial role in building customer base and to create
awareness among them, it can also demonstrate the flaws of Qbic. For instance the poor delivery
issue or negative feedback by any customer can influences the image of Qbic without reality
check. In contrary to Garrido-Moreno, Lockett and García-Morales, (2014) states that One of the
major advantage of digital technologies in operational activities is that it allows utilizing
warehouses in an optimized manner. Almost all the target segments are connected via digital
mode only, it has caused a great declination in supply chain of Qbic.
Digital communication has improved the inter-organization communication via tools
such as mails, texting and social networking sites. Qbic may also receive feedback and
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suggestions from customer. Such interaction is providing a great assistance to Qbic to establish
trust and popularity among customers, and hence contributing to increase sales and revenues.
Though digitalized technologies are providing Qbic a great market exposure but it has also
brought cyber threats. Digital security issue is major concern for everyone.
It is of utmost responsibility of Qbic that the data of its associates and businesses must be
protected from unauthorized access because unauthorized data leakage may cause huge losses to
Qbic in terms of financial assets, customer support and brand name of organization. According to
the view of Garrido-Moreno, Lockett and García-Morales, (2014) states that Use of digital
technology has allowed Qbic to target different economic market segments instead of operating
in a fix geographical region. Digitalized techniques has also eliminated the time boundaries. The
customers can access the products anytime and from any locality. For example, Qbic can use
digital technologies to outsource its business operations beyond fix geographical boundaries. But
for maintaining sustainability Qbic needs to maintain highly skilled and responsive technical and
customer support providing services. Qbic must also upgrade its digital technologies as per
development for sustaining the growth.
Examine the importance of technological advancement in term to bring systematic
performance.
According to the view of Flin and O'Connor, (2017) states that there are number of
changes and it is need to be taken into consideration in relation with technologies. To make it
effective it is essential to understand the benefits that how technology is need to be used in order
to process systematic operation. In contrary to Aijing, Terui and Kannan, (2016) states that high
quality services will be helpful as it maintains the customer momentum. Under this it is to be
noted that all employees are need to adjust with the changes so that overall activities can be
processed effectively and efficiently. As per the view of Aijing, Terui and Kannan, (2016)
states that technological advancement will create effective interaction with customers. This kind
of managerial activities will process the systematic operations. In contrary to Adikaram and
Khatibi, (2016) states that in hotel there are number of departments as employees, chefs,
receptionist etc. They all work together in relation to process the business activities in systematic
manner. As indicated by Flin and O'Connor,, 2017, it isn't just critical to keep up great
connection with existing ones yet in addition to catch new guests. This begins with a procedure
named as 'Chance of Business' in they are distinguished and subtle elements are recorded in
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framework. Sound individual relationship helps both; clients and firm in keeping up unwavering
and giving better administrations. For the most part it hones in lodging areas and accentuate on
client steadfastness by gaining new guests, focusing on various fragment of clients lastly
growing great associations with them. As per the views of Ainin and et.al., 2015, use of
Facebook creates positive impact on financial and non-financial performance of SME’s like
reduction in cost of marketing, improved relation with buyers, improved accessibility,
interactivity, etc. In accordance with study Facebook is the most suitable digital tool which can
be use by hospitality firm for consumer interaction and for boosting performance of business.
To analyse the effect on technological advancement in Qbic hotel UK.
According to the view of Hill and Alexander, (2017) states that technological
advancement will be helpful in terms to bring systematic performance. Technology is one of the
crucial element in order to process business activities systematically. In contrary to Hill and
Alexander, (2017) states that firm need to face various issues at the time of implementing the
technological advancement. It is costly process the firm need to provide the effective training
facilities to its employees so that all activities can be carried effectively and efficient. With help
of providing the suitable training the skills and capabilities of employees can be enhance and
they will make maximum contribution. According to the view of Fichman and et. al., (2014)
use of impressive technology will be helpful in order to maintain customer momentum for longer
period. The technological advance will be beneficial in order to take online booking of
customers. This kind of process work as to carries the systematic working and this will affect the
overall operation of business enterprise. According to the view of Hill and Alexander, (2017)
changes and improvement are crucial as per the requirement of customers. This system will
process the effective working in the enterprise and it also helpful in order to enhance the brand
image of firm.
c. Research approach and methodology
In order to conduct the research it is important to deal with approaches and
methodologies so that whole research can be conducted effectively. Thus, the differed kind of
methodologies as are-
 Research philosophy- It is one of appropriate way in order to collect the specific
information. Under this, there are two kinds of methods as positivism and interpretivism.
Thus, researcher will make the use of both philosophies so that descriptive research
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design and aim can be set. under this it can be said that Epistemology is concerned
nature, conceivable outcomes and manages distinctive wellsprings of information. It can
be additionally sorted into natural learning, dictator information, sensible information and
observational information. Essentialism, progressivism , vision, logic are a few branches
of it. Then again Ontology decides the nature of research plan and is related social
condition that is seen subjectively or dispassionately. Ultimately, objectives and points of
research work is secured under the branch of Axiology. It chooses the specialist's own
particular esteem and he is one-sided by the perspectives of world and social encounters.
Specialist is totally autonomous and is esteem loaded.
 Research design- under this there are three kinds of design as are descriptive, exploratory
and experimental. In order to carry out present research, the researcher will make the use
of descriptive research design.
 Research approach- it is classified in two categories as are deductive and inductive.
Under inductive, the main consideration is to be given on developing theory and aim.
Deductive works as to testing theory with help of research topic. There are two
fundamental research approaches i.e. inductive and deductive. Inductive approach
contains speculations and perceptions with the finish of research process. It moves with
the dynamic of thoughts and speculations. Scientist lean towards inductive way to deal
with distinguish his advance through his examination and creates experimental thoughts.
While, deductive approach centers around testing speculations and starts with theory.
 Research strategy- Research approach can be led through study whose reason for existing
is to represent principle highlights or attributes of populace or give theory about the
connections and nature of populace. Study can be portrayed as scrutinizing a gathering of
individuals or people lastly outlining their reactions. It is essential technique in business
concentrates to test consumer loyalty, reflect nature of a few people, arrange division
inquire about. It can be both subjective and quantitative. Reviews can be as mail,
telephonic and individual meeting. Studies led are less expensive and quicker techniques
for essential information accumulation and can be effectively analyzed.
 Data collection- under this, there are two ways as are primary and secondary. Primary
method will be useful and it will be conducted with help of questionnaire basis. In this
way, secondary research will be done through books, journal and online websites etc.
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There are two different ways of information accumulation techniques i.e. essential and
optional. Auxiliary information accumulation technique incorporates diaries, online
gateways, magazines and parcel of data is accessible for investigate territory. This
information is solid and contains profundity of investigation for specialists. Essential
information accumulation can be quantitative and subjective (Hillebrand, Driessen and
Koll, 2015). Quantitative incorporates survey, techniques for connection while subjective
incorporates feelings, emotions, center gatherings.
 Data analysis- under this thematic present will be used and it also covers information
with the help of tables, graph etc. With the help of using this the bests and effective result
of the whole information can be conducted.
 Sampling methods- Sampling methodologies have fundamental differences of random
selection. Probability sampling is used in experimental designs which is derived from the
population of interest. While, in non-probability sampling randomly participants are
chosen for observational studies and results are available for future analysis (Garrido-
Moreno, Lockett and García-Morales, 2014). Normally, probability sampling is preferred
by researchers because they predict variances from bottom-line between randomly
assigned groups. It helps in unmeasured and measured variables and is necessary in
informal inferences regarding treatment effects. Non-probability sampling allows
researchers to generate hypothesis, establish prevalence, study rare outcomes.
d. Data finding and interpretation
Questionnaire
Name:
Age:
Gender:
1. Does digital technology be useful for small business of hotel industry?
 Yes
 No
 Cannot say
2. How to improve digital technology implementation in Qbic hotel?
1. Implement social media
2. Internet tools
9

3. Printing advertisement
4. Research
3. Does pricing strategy for chosen business is convenient?
 Yes
 No
 Cannot say
4. Which is main time of grocery shopping by customers?
 From 8 am to 11 am
 From 11 am to 2 pm
 From 2 pm to 5 pm
 From 5 pm to 8 pm
5. Would you like to implement expensive products and services to attract maximum numbers
of customers?
 Yes
 No
 Cannot say
6. What method generally customer spend to travel for hospitality industry?
 Aeroplane
 Train
 Car
 Any other
7. Does company provide alternative choice of brand to customers in Qbic hotel?
 Yes
 No
 Cannot say
8. Which perspective mainly you are using for developing alternative choice?
 Discount
 Offers
 Luxury services
 Any other
9. Does company using digital technological tools towards operational activities?
10

 Yes
 No
 Cannot say
10. How to promote operational activities of selected business enterprise?
 Product sample
 Coupons
 Special display
 In store signs
 Any other
11. Which thing generally you prefer in respect to implement digital technology in Qbic hotel?
 Customer profile based on demographics
 Shopping pattern and habits
 Purchasing influencing factors
 Influence of social group purchase decision
 Any other
12. How to customer respond in the chosen Hotel?
 It is convenient
 It is cheaper
 It has good loyalty system
 Working pattern of staff members
Theme 1 Digital technology is useful element for small business of hotel industry
Does digital technology be useful for small
business of hotel industry?
Respondents
Yes 15
No 3
Cannot say 2
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Interpretation: In order to focus on the above graph, it can be stated that there are 15
respondents said that digital technology is very useful concept for hotel industry. This is because,
it helps to increase operational activities that assist to make high growth and effective results in
the enterprise. There are 3 candidates that said that digital technology is useful perspective for
consideration of high growth in business environment. Hence, it can be said that digital
technological advancement will be helpful in order to make the effective use of products in
markets. In this term it can be said the effective and efficient process will be helpful in order to
carry the whole process in the systematic manner. Technology is the term which can be use at
anywhere or any time. With the help of this whole operational activities of the firm can be
improvised. Thus, it can be said that technological advancement will be helpful in order to carry
the systematic operation.
Theme 2 Implement social media improve for digital technology in Qbic hotel
How to improve digital technology
implementation in Qbic hotel?
Respondents
Implement social media 14
Internet tools 3
Printing advertisement 2
Research 1
12
15
3
2
Yes
No
Cannot say

Interpretation: The above graph carry that there are 14 candidates exist that said that
implementation of social media is useful tool that assists to improve digital technology
implementation at workplace. Furthermore, there are 3 candidates exist that said that internet
tools mainly implemented that helps to focus on digital technology implementation at workplace.
There are 2 candidates said that printing advertisement mainly helps to attract maximum number
of people. IN the present era, the wide number of customer are relay on the activities of social
media. In this way, the customer can have the maximum information from social media market.
It is one of the systematic promotional tool with help of this all activities of fir can be carried
effectively. This kind of things process the systematic working. Hence, it can be said
technological advancement is crucial element in order to maintain long term retention in market.
Theme 3 Pricing strategy for chosen business is convenient
Does pricing strategy for chosen business is
convenient?
Respondents
Yes 14
No 4
Cannot say 2
13
14
3
2
1
Implement social
media
Internet tools
Printing
advertisement
Research

Interpretation: In order to focus on present graph, it can be stated that there are 14 respondents
said that pricing strategy of the selected business is convenient. Furthermore, there are 4
candidates exist that said that pricing strategy is not convenient for the selected business. The
firm need to maintain the effective pricing strategies so that all operational activities of the firm
can be carried out in the systematic manner. The pricing strategics plays the major impact on the
satisfaction of customers. The customer mainly demands the quality services in the economic
range. This kind of factor will be helpful in order to gather the attraction of customers. In this
way it can be said that effective pricing strategies will be helpful in manner to process the
business activities in systematically manner.
Theme 4 Mainly customers coming from 2 pm to 5 pm
Which is main time of coming by
customers?
Respondents
From 8 am to 11 am 2
From 11 am to 2 pm 3
From 2 pm to 5 pm 10
From 5 pm to 8 pm 5
14
14
4
2
Yes
No
Cannot say

Interpretation: Following graph shows that there are 10 respondents said that from 2 pm to 5
pm maximum customers come from different destination. In respect to this, manager of the
chosen business need to maintain their effectiveness to attract them in systematic manner.
Theme 5 Staff members of chosen business like to implement expensive products and
services to attract maximum number of customers
Would you like to implement expensive
products and services to attract maximum
numbers of customers?
Respondents
Yes 17
No 2
Cannot say 1
15
2
3
10
5
From 8 am to 11 am
From 11 am to 2 pm
From 2 pm to 5 pm
From 5 pm to 8 pm

Interpretation: The above graph shows that there are 17 respondents exist that stated that Qbic
hotel consider expensive products and services to attract maximum number of customers.
Furthermore, there are 2 candidates said that company has no need to implement expensive
products and services. Remaining 1 candidate said that it cannot be said that it is useful or not to
attract maximum number of customers. Thus, enterprise need to produce those products and
services which will be helpful for the firm to attract the customer in market. In this way, it can be
said that the effective using of technological advancement will bring effective results and it is
also helpful in term to enhance profitability and productivity to business enterprise (Kim and
et.al., 2015). Thus, effective operation will be helpful in order to process business activities in
systematic manner.
Theme 6 Generally customers using train for their travelling
What method generally customer spend to
travel for hospitality industry?
Respondents
Aeroplane 5
Train 12
Car 2
Any other 1
16
Yes
No
Cannot say
0 2 4 6 8 10 12 14 16 18
17
2
1
Respondents

Interpretation: In order to focus on the above graph, it can be said that there are 12 respondents
said that maximum number of customers comes from train. Furthermore, there are 5 respondents
said that aeroplane majorly used by customers to spend time in hospitality industry. There are 2
candidates said that by car they are coming.
Theme 7 Company provide alternative choice of brand to customers in Qbic hotel
Does company provide alternative choice of
brand to customers in Qbic hotel?
Respondents
Yes 18
No 1
Cannot say 1
17
Aeroplane
Train
Car
Any other
0 2 4 6 8 10 12
5
12
2
1
Respondents

Interpretation: In respect to focus on the present graph, it can be stated that there are around 18
candidates exist that said company provide alternative choice of brand to customers. In this way,
maximum people will be attracted easily. Furthermore, there is one person that said that
company not provide alternative choice of brand in Qbic hotel.
Theme 8 Discount mainly implemented to attract maximum number of customers
Which perspective mainly you are using for
developing alternative choice?
Respondents
Discount 14
Offers 2
Luxury services 2
Any other 2
18
18
1
1
Yes
No
Cannot say

Interpretation: In respect to focus on above graph, it can be interpreted that there are 14
respondents said that discount is mainly implemented to develop alternative choice. Furthermore,
there are 2 candidates said that offers provided by Qbic hotel mainly consider develop alternative
choice.
Theme 9 Company using digital technology for their operational activities
Does company using digital technological
tools towards operational activities?
Respondents
Yes 13
No 5
Cannot say 2
19
14
2
2
2
Discount
Offers
Luxury services
Any other

Interpretation: Furthermore, above graph stated that there are 13 respondents said that company
using digital technological tools assists to ascertained operational activities. Furthermore, there
are 5 employees said that using digital technology is not useful perspective for operational
activities. Remaining 2 candidates said that it cannot be interpreted that operational activities
implemented with digital technology.
Theme 10 Products and services sample mainly using for promoting operational activities
of selected enterprise
How to promote operational activities of
selected business enterprise?
Respondents
Product and service sample 16
Coupons 2
Special display 1
In store signs 1
In store signs 0
20
13
5
2
Yes
No
Cannot say

Interpretation: In order to focus on above graph, it can be said that there are 16 respondents
exist that said that products and service sample must be distributed to develop effective
operational activities. In this regard, there are 2 people said that free coupon distribution assist to
promote operational activities in Qbic hotel. There is one person said that special display assists
to promote effective results and outcomes in the business environment. Remaining 1 person said
that in store sign consider in promotional activities' development. In this, it can be said that the
good and effective promotional activities will be useful in order to improvise the product and
services so that customer can get attracted towards facilities of operational activities (Matt, Hess
and Benlian, 2015). This kind of process will be helpful in order to maintain the long term
customer retention in market.
Theme 11 Shopping pattern and habits of customers generally prefer in order to
implement digital technology
Which thing generally you prefer in respect
to implement digital technology in Qbic
hotel?
Respondents
Customer profile based on demographics 2
Shopping pattern and habits 15
Purchasing influencing factors 2
21
16
2
1
1
Product and service
sample
Coupons
Special display
In store signs
In store signs

Influence of social group purchase decision 1
Any other 0
Interpretation: In the above graph, it can be said that there are 15 respondents exist that said
that shopping pattern and habits of customers generally included to implement digital technology
at workplace. In this regard, chosen business need to focus on maintain effective work perform'
through they can develop systematic advantages at workplace. Furthermore, there are 2
employees said that customer profile based on demographic so that effective results will be
generated to attain more significant results. There are 2 employees said that purchasing
influencing factors are generally preferred by business to implement digital technology.
Theme 12 Customer response is convenient for chosen hotel
How to customer respond in the chosen
Hotel?
Respondents
It is convenient 14
It is cheaper 2
It has good loyalty system 2
Working pattern of staff members 2
22
Customer profile based on demographics
Shopping pattern and habits
Purchasing influencing factors
Influence of social group purchase decision
Any other
0
2
4
6
8
10
12
14
16
2
15
2
1
0
Respondents

Interpretation: In order to promote more significant advantages, it can be stated that there are
14 people exist that said that customer respond is convenient for Qbic hotel to promote
significant results. In respect to consider other people views, there are 2 candidates said that it is
cheaper products and services provided in selected enterprise. With the help of good loyalty
system, customer respond also increases successful. Thus, to make the image of the firm in
market it is essential to understand the need and wants of customers so that enterprise can
effectively carry sustainable operation. With help of having technological advancement in the
enterprise the firm can able to deal with the longer amount of profitably and productivity.
e. Conclusion, recommendation and reflection on research process.
CONCLUSION
Hereby it can be concluded that technological advancement plays crucial in order to bring
systematic operations. Digital technology will be useful to attract the large number of customers.
The present research study is based on the activities of Qbic hotel London, UK. Thus, businesses
are generally affected with the changes in technological advancement. It is systematic process
and application in order to improve products and process so that activities in marketing can
expand. In addition to this, the present report has covered the various things as are literature
review, methodologies, survey analysis and various factors. The technological advancement is
crucial in relation to maintain that activities which will be helpful in order to maintain customer
momentum. Digital advancement will bring the longer productivity and profitability to
enterprise. The better- and high-quality services will be useful in order to provide technological
products and services. The activities of hotel Qbic is need to take into consideration by
23
14
2
22
It is convenient
It is cheaper
It has good loyalty
system
Working pattern of
staff members

understanding the aims of customers. In addition to this, implication of technological
advancement plays crucial role in terms to maintain satisfaction of customers. With help of
creation of new customers with use of technological advancement can able to sustain the long
term brand image in market.
Recommendation
In this recommendation is need to be given in the basis of topic of research.
 Thus, technological advancement is need to use in order to have long termed growth and
development opportunities.
 Digital operational activities are very important in order to have complete involvement so
that the success of and enterprise can easily achieve.
 Customers are the main part of hospitality services in order to maintain success and their
need and requirement is need to understand carefully.
 The firm should provide effective training facility to its employees so that there
capabilities and skills can be enhanced.
 The quality service will bring the effective advantage to the business enterprise.
 The manager of the Qbic need to make the successful strategies and proper
communication also needed in order to sustain the brand image in market.
 With help of providing the effective and efficient services the whole organisation can
easily process its business activities in the systematic manner.
 Technological advancement is cost involvement process, so in this case it is essential to
have long planning. The proper working will be helpful in order to maintain systematic
process.
 The manager of company should ensure that they are identifying need of training and
development of employees their skills and competencies. With the help of this manager
could ensure that firm is ready to use and implement the knowledge and ideas related
with technology.
 With the help of proper and long-term planning company could ensure that their
strategies are successfully identified and implemented as well.
Reflection
In this, the research method which has been applied on the present research study as
implication of digital technological advancement on the business activities of hotel Qbic. Under
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this it can be said that I have the use of inductive approach which will help me to make
appropriate conclusion on the basis of collected data. In addition to this, it can be stated that it
will be also useful in order to collect specific observation about the study. In this way both kind
of primary and secondary method of data is need to be used in order to carry the systematic
operation. Thus, collection of information in relation to secondary data has also helped in gaining
the depth insight and subject method of topic can be understanding effectively. With the help of
using primary method the effective survey analysis can be conducted. Thematic present will be
formed and this will be helpful in manner to draw appropriate conclusion on the data. In this
way, it can be said that the chosen method will be useful in terms to achieve desirable aims and
objectives of the study. I was also able to identify all aims and objectives of research paper so
which helped me to form themes in conducting the literature review part. With the help of
literature review I was able to get in-depth knowledge of whole topic and do the research
properly. I was also able to show my talent of independent research through internet and other
secondary sources.
P7 Alternative research methodologies.
The present report is based on to determine the impact of digital technology on the
operational activities of the enterprise. In this report, positive technique of the research could
have used to determine the depth implication about the topic of research. Hence, it is based on
determine the generalised conclusion. Therefore, researcher could have the use of deductive
approach in order to develop the hypothesis that is based on existing theory. On the other hand,
researcher could have the use of quantitative technique so that information can be determine with
the use of technique as SPSS. This could have done in order to get reliable data about the
research topic.
LO3
Covered in PPT
25

REFERENCES
Book & Journal
Adikaram, C.N.K. and Khatibi, A., 2016. The Relationship between Customer Relationship
Management and Customer Satisfaction: A Study on Private Higher Education Institutions
in Sri Lanka. International Journal of Arts and Commerce Vol. 5 No. 2 March.
Agnihotri and et al., 2016. Social media: Influencing customer satisfaction in B2B sales.
Industrial Marketing Management. 53. pp.172-180.
Aijing, X., Terui, N. and Kannan, P.K., 2016. How customer satisfaction affects loyalty: Insights
from nonlinear hierarchical Bayes modeling of customer satisfaction index. Data Science
and Service Research Discussion Paper. 56. pp.1-37.
Ainin, S. and et.al., 2015. Factors influencing the use of social media by SMEs and its
performance outcomes. Industrial Management & Data Systems. 115(3). pp.570-588.
Bhimani, A., 2015. Exploring big data’s strategic consequences. Journal of Information
Technology. 30(1). pp.66-69.
Fichman and et. al., 2014. Digital innovation as a fundamental and powerful concept in the
information Systems curriculum. MIS quarterly, 38(2).
Flin, R. and O'Connor, P., 2017. Safety at the sharp end: a guide to non-technical skills. CRC
Press.
Garrido-Moreno, A., Lockett, N. and García-Morales, V., 2014. Paving the way for CRM
success: The mediating role of knowledge management and organizational commitment.
Information & Management. 51(8). pp.1031-1042.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Hillebrand, B., Driessen, P.H. and Koll, O., 2015. Stakeholder marketing: theoretical
foundations and required capabilities. Journal of the Academy of Marketing Science.
43(4). pp.411-428.
Heavin, C. and Power, D.J., 2018. Challenges for digital transformation–towards a conceptual
decision support guide for managers. Journal of Decision Systems. 27(sup1). pp.38-45.
Ibrahim, H. and Aliyu, M., 2016. Factors influencing customer satisfaction with reference and
information services in an academic environment. Nigerian Libraries. 49(1-2). pp.76-83.
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Kim, et.al., 2015. The effectiveness of managing social media on hotel performance.
International Journal of Hospitality Management. 44. pp.165-171.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering. 57(5). pp.339-343.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and
Consumer Services. 21(2). pp.118-129.
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Research Proposal Form
Proposed Title: To examine the impact of digital technologies to
improve working of operational activities of firm. A study on qubic.
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
To examine the impact of digital technologies to improve working of
operational activities of firm. A study on qubic.
Research objectives (e.g what is the question you want to answer? What do
you want to learn how to do? What do you want to find out?):
 To determine the impact of digital technology on operational activities of Qbic hotel.
 To examine the importance of technological advancement in term to bring systematic
performance.
 To analyse the effect of quality services with use of digitalised system.
 To provide suitable recommendation in terms to improve operational
activities with use of technological advancement.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):
Researcher knowledge
Scope of the study
Researcher interest
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective
or hypothesis:
According to the view of Adikaram and Khatibi, (2016) states that to provide
effective services it is essential to understand the needs and wants of customer's.
There are diverse set of performance and it is essential for enterprise to deliver
effective services. Moreover, there are various kinds of departments as are chefs,
employees receptionist etc. and this all perform their work together so that they
can achieve one common goal. According to the view of Flin and O'Connor, (2017)
states that there are number of changes and it is need to be taken into
consideration in relation with technologies. To make it effective it is essential to
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understand the benefits that how technology is need to be used in order to process
systematic operation. According to the view of Hill and Alexander, (2017) states
that technological advancement will be helpful in terms to bring systematic
performance. Technology is one of the crucial element in order to process
business activities systematically.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation, writing
the report):
Activi
ty
1th
Wee
k
2nd
We
ek
3rd
Wee
k
4th
Wee
k
5th
W
ee
k
6th
We
ek
7th
We
ek
8th
W
ee
k
9t
h
W
e
e
k
10t
h
W
ee
k
Find
resear
ch
Topic
Liter
ature
Revie
w
Drafti
ng of
metho
dolog
y
Finish
Propo
sal
Desig
n
questi
on
and
pilot
resear
ch
Carry
H
o
w
l
o
n
g
t
h
i
s
w
i
l
l
t
a
k
e
:
29

out &
Recor
d
Resea
rch
Data
Analy
sis
and
Makin
g
Graph
s
Discu
ssion
and
Concl
usion
Final
Repor
t
Editin
g &
Comp
letion
Milestone one: Collection of data
Target date (set by tutor): 2 weeks
Milestone two: Finding and analysis
Target date (set by tutor): 2 weeks
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use
and why?
Research design: In order to carry out present research, the researcher will
make the use of descriptive research design.
Research approach: Inductive approach contains speculations and perceptions
with the finish of research process. Therefore, this approach has been used.
Research strategy: Research approach can be led through study whose reason for
existing is to represent principle highlights or attributes of populace or give theory
about the connections and nature of populace.
What your areas of research will cover:
Research areas cover internal departments of the Qbic hotel
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Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted
for another qualification and is appropriate.
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
31

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
Interviews Yes No
Questionnaires Yes No
Observations Yes No
Use of personal records Yes No
Data Analysis Yes No
Action Research Yes No
Focus Groups Yes No
Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
They will be recruited using purposive sampling.
Describe the processes you will use to inform participants about what you are doing:
The participants will be contacted via Email.
32

How will you obtain consent from participants? Will this be written? How will it be
made clear to participants that they may withdraw consent to participate at any time?
I will contain this all in the written document. This will be helpful in order to
withdrawing the consent of all participants.
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues arising
from this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This could be
a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the
Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
It can be assessed by the research only.
During the research:
The authorised person.
Where will the data be stored?
In personal computer.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise
because of your research. Please consider/address all issues that may apply. Ethical
concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
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 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and
Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical
issues that may arise in the course of my research
Name: Date:
Please submit your completed form to the Cohort Leader and a copy to your
supervisor only
34