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
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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
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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?
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