An Investigation on Smart Hotels and Guest Service Experience

This report investigates the role of smart hotels in enhancing guest service experiences and satisfaction levels. It begins with an abstract and executive summary, highlighting the importance of customer satisfaction for long-term hotel success. The study employs a mixed research approach, including frequency tables and Chi-square statistical analysis, to assess the impact of smart hotel concepts like robotic butlers and digital concierges. The research aims to understand the features, strategies, and effects of smart hotels on quality, cost, and customer experience, with the objective of suggesting improvements. The report includes a detailed literature review exploring the concept of smart hotels, implementation strategies, and their impact on the hotel industry, followed by a description of the research methodology, including research philosophy, approach, design, methods, data collection, sampling, and analysis. The findings, presented in the results chapter, are discussed in detail, leading to conclusions and recommendations for future research and practical application. The study emphasizes the potential for smart hotels to offer customized designs, meet customer expectations, and ultimately improve guest loyalty by providing enhanced service quality and value.

An investigation on assessing the role of smart
hotels in improving guest's service experience

ABSTRACT
The customer satisfaction is the most prominent aspect of the long-term success of the
hotel. Owing to this, it becomes important for the hotel industry to bring continuous innovation
in their products and services. The quality of services is already expected by customers before
making the purchase decision. In this regard, it becomes important for the business to understand
the requirement of buyers and accordingly offer them desired services. The post-purchase
decision of the customers decides the growth and development of the business or hotel because it
determines their satisfaction or loyalty level. For this purpose, the current study has been carried
out to assess the impact of smart hotel concept in improving the satisfaction level and service
experience of guests. Owing to this, mixed research approach has been applied to collect the data
from customers. In this context, frequency table has been used along with the application of
statistical tool Chi-square.
The findings of the study reveal that smart hotel concepts are applied to the effective use
of technologies at fingertips, robotic butler, digital concierge and other related facilities. This
concept can be implemented to make the customized designs and meet the expectations of clients
in an effectual manner. However, customers can also be ready to pay higher prices for accessing
the quality smart services provided by the hotel. Owing to this, poolside areas, washroom and
bedding etc. can be covered in implementing the smart hotel concept. The recommendations can
be provided that marketing of services should be done so as to raise awareness among customers
related to the smart hotel. Apart from this, views of customers should be considered to
effectively cater their requirement and increase their satisfaction level with the smart hotel
concept.

EXECUTIVE SUMMARY
In order to bring innovation in the hotel industry, the smart hotel rooms can be effective
aspect wherein overall services are improved with the addition of more advanced technologies.
This would provide full assistance to consumers which would be more than Smartphone or
tablets. This can also influence buyers to pay the higher amount of money for the accessed
services. This is because technologies will be used at fingertips and more seamless connections
will be provided for customers to improve their service experience. With the use of such kind of
technologies, customers can be better able to manage their time more effectively and get the
home experience in the hotels. This has a direct impact on their satisfaction, leisure and loyalty.
The current study has been carried out for the following aim and objectives-
Aim
To assess the role of smart hotels and its implementation for improving guest’s service
experience and level of satisfaction
Objectives
 To understand the concept, features and major services of smart hotels
 To analyze the relationship between smart services and customer satisfaction
 To identify the different strategies to implement the smart hotel concept in the market
 To critically evaluate the impact of smart hotel services on quality, cost and customer's
experience of the organization.
 To suggest different strategies to improve the smart hotel services for improving
customer service experience and increasing their satisfaction
The collected information revealed that service experience of guests is improved with the
application of smart hotel concept. This assists them access quality services with the higher
level of satisfaction. However, they need to incur the huge cost in accessing the services but
the quality of services is important for them. Still, a certain percentage of discount can be
offered by the smart hotels for grabbing the attention of customers and improve their overall
experience with the service quality and increase the satisfaction level of clients.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Research aim and objectives..................................................................................................2
1.3 Rationale of the study............................................................................................................2
1.4 Significance of the study.......................................................................................................3
1.5 Structure of the study.............................................................................................................3
1.6 Research framework..............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Understanding the concept, features and major services of smart hotels..............................6
2.3 Identifying the different strategies to implement the smart hotel concept in the market......8
2.4 Evaluate the impact of smart hotel services on quality, cost and customer's experience of
the organization.........................................................................................................................10
2.5 Conclusion...........................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research philosophy............................................................................................................14
3.3 Research approach...............................................................................................................15
3.4 Research design...................................................................................................................15
3.5 Research methods................................................................................................................16
3.6 Data collection.....................................................................................................................17
3.7 Sampling..............................................................................................................................18
3.8 Data analysis........................................................................................................................18
3.9 Ethical consideration...........................................................................................................19

3.10 Research limitations...........................................................................................................20
CHAPTER 4: RESULTS...............................................................................................................21
4.1 Introduction..........................................................................................................................21
4.2 Statistical test: Chi-Square...................................................................................................38
CHAPTER 5: DISCUSSION........................................................................................................40
5.1 Introduction..........................................................................................................................40
5.2 Discussion of findings.........................................................................................................40
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS...................................................44
6.1 I Conclusion.........................................................................................................................44
6.2 Recommendations................................................................................................................45
6.3 Future scope of the study.....................................................................................................46
REFERENCES..............................................................................................................................47

CHAPTER 1: INTRODUCTION
1.1 Background
The hotel or service sector is growing at rapid speed due to extensive demand for the
quality services. However, customers have become more demanding with the growing
opportunities for travel. In this respect, the customer choice towards the hotel relies on several
aspects such as quality, reliability, hotel services and pricing or discount (Melián-González &
Bulchand-Gidumal, 2016). This raises the demand for quality services through which service
experience of guests can be improved. At this juncture, service quality is also crucial for
increasing the consumer loyalty and creates the brand image in the marketplace. With the
growing expectations of customers, hotels are bringing continuous innovation so as to create
their unique identity among competitor (Sarmah, Kamboj & Rahman, 2017). However, the
satisfaction of customers is the psychological concept which consists of pleasure and feeling of
well-being which is achieved with the help of active efforts of a hotel.
The quality of services is already expected by customers before making the purchase
decision. In this regard, it becomes important for the business to understand the requirement of
buyers and accordingly offer them desired services. The post-purchase decision of the customers
decides the growth and development of the business or hotel because it determines their
satisfaction or loyalty level. This ascertains how effectively customers have satisfied by offering
luxury experience (Wan & Law, 2017). For this purpose, the hotel industry is dedicated towards
expectations of buyers and ensures to meet the same by offering quality service package. This
stimulates volume of customers because satisfied customers create the word-of-mouth and
accordingly hotels can increase the number of customers. This in turn business increases the
overall rate of return and understand and the specific requirement of buyers. However,
continuous innovation has become the prominent aspect to persuade buyers and provides them
something.
In order to bring innovation in the hotel industry, the smart hotel rooms can be effective
aspect wherein overall services are improved with the addition of more advanced technologies.
This would provide full assistance to consumers which would be more than Smartphone or
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tablets. This can also influence buyers to pay the higher amount of money for the accessed
services. This is because technologies will be used at fingertips and more seamless connections
will be provided for customers to improve their service experience. With the use of such kind of
technologies, customers can be better able to manage their time more effectively and get the
home experience in the hotels. This has a direct impact on their satisfaction, leisure and loyalty.
This is because they are provided with more advanced services which are worth paying a higher
amount of money (Chathoth, 2007). This values for money invested by buyers and they find that
a specific hotel is delivering the quality package and meeting their expectations in an effectual
manner. It reveals that smart hotel can play a significant role in improving the overall experience
of guests in context of services. Therefore, such kind of innovation proves to be helpful for both
the parties; customers and hotel. This further leads sustainable growth or development of hotel
because services are customized on the basis of specific requirement of customers. This way
smart rooms of the hotel should be incorporated for improving overall service experience.
1.2 Research aim and objectives
The research aim and objectives of the current study are explained as follows-
Aim
To assess the role of smart hotels and its implementation for improving guest’s service
experience and level of satisfaction
Objectives
The research objectives of the current study have been formulated on the basis of research
aim through which research select the appropriate techniques for the data collection and analysis.
 To understand the concept, features and major services of smart hotels
 To analyze the relationship between smart services and customer satisfaction
 To identify the different strategies to implement the smart hotel concept in the market
 To critically evaluate the impact of smart hotel services on quality, cost and customer's
experience of the organization.
 To suggest different strategies to improve the smart hotel services for improving
customer service experience and increasing their satisfaction
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1.3 Rationale of the study
The demanding customers and increasing scope of traveling make it necessary for the
hotel industry to be more responsive in term of quality of services, satisfaction and leisure
experience of the customers. However, the current services or marketing mix is unable to meet
the growing demand of customers and accordingly they search for the quality of services. This
aspect affects the overall performance of hotel as customers do not get higher satisfaction. In this
context, the concept of the smart hotel will provide the novel experience to guests and increase
their satisfaction level. Nonetheless, the concept of the smart hotel is more than technological
implementation wherein customers do not use in-room Smartphone and tablets but they are
serviced with robotic butler, drone and upgraded technologies to improve the customer
experience (Wan & Law, 2017; Inspire, 2018). Yet, the implementation of smart hotels in the
organizations and its potential impact on cost may affect the planning procedure. Owing to this,
the current study is being conducted to assess the impact of smart hotels in satisfying the
consumers and additional services needed to improve their overall experience.
1.4 Significance of the study
The study under consideration is based on the concept of the smart hotel which assists the
corporation in increasing the sales turnover by raising the satisfaction level of customers.
However, it is important for hotels to add up the additional services and ensure luxury and
enjoyable experience for guests (Rauch & et. al., 2015). Owing to this, the study will be helpful
for the hotel industry to get the information that what extra can be added to make the customers
stay satisfied. It will no doubt affect the pricing structure because additional fee can be charged
other than the traditional hotel's fee. This in turn hotels can generate the higher rate of return and
retain customers for longer time span (Kim & Canina, 2015). Apart from this, the concept of the
smart hotel would help in obtaining the competitive edge of the business because unique identity
will be created in the marketplace. In this context, the present study is significant for the entire
hotel industry, consumers or travelers who desire to access excellent services. This, in turn,
overall customer experience will be improved and their loyalty can be enhanced. In this manner,
the current study is significant to determine the growth of overall hotel industry with the higher
level of satisfaction through luxury experience among guests.
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1.5 Structure of the study
The structure of the current study is explained as follows along with brief overview of
contents of the chapters-
 Introduction-It is the most important chapter of the dissertation which provides brief
overview related to background, rationale, significance and research framework. This
enables readers to understand the basic idea that why the present study has been carried
out.
 Literature review-Under this chapter, secondary data are collected by using several
sources. This aids to develop deep understanding among researcher related to concepts,
features and impact of smart hotels on customer satisfaction. Furthermore, critical
evaluation has been carried out to assess the impact of smart hotels on service quality,
cost and overall customer satisfaction.
 Research methodology-This section of study consists of type of investigation, research
approach, data collection method and data analysis technique. These selected methods are
justified and rationale behind their selection is provided in an effectual manner.
 Data analysis-It is the most important section of the dissertation which provides a
detailed analysis of the collection with the selection of suitable methods of analysis. In
this context, results have been presented in the graphical form along with the detailed
description in the line of research aim and objectives.
 Conclusion and recommendations-It is the last chapter of the study which provides a
conclusion in the line of research aim and objectives. Furthermore, recommendations
have also been provided so as to implement smart hotels and improve the guest service
experience.
1.6 Research framework
The research framework for the current study has been explained as follows-
 Type of investigation-In order to carry out present study, qualitative type of investigation
has been used wherein data collected from respondents are analyzed in an in-depth
manner.
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 Research approach-The research approach for the current study will be inductive
wherein researcher develops understanding related to the research topic by collected
secondary data or literature review and then find the specific solution.
 Research design-The exploratory research design has been used wherein researcher will
explore something new by understanding the issue under consideration in the more
precise manner. This would be helpful in understanding the potential impact of the smart
hotels on the customer satisfaction.
 Data collection-The study has been completed with the collection of both primary and
secondary data. The primary data are collected through online survey whereas journals,
books and online articles are referred for the collection of secondary data.
 Data analysis-The collected data has been analyzed with the thematic analysis wherein
themes are prepared in the line of research aim and objectives. This proves to be effective
in meeting the research aim and objectives in an effectual manner.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The section of literature review plays important role in developing a deep understanding
of researcher related to the topic. This provides detail evaluation related to concepts, theories and
framework related to the particular research issue. For the current study, a literature review has
been carried out with the specific focus on research aim and objectives. This enables the
researcher to collect a large amount of information for accomplishing the specific research aim
and objectives. Owing to this, rich information sources including journals, books and published
articles have been referred so as to provide the vivid insight regarding the impact of smart hotels
on the customer satisfaction and their level of satisfaction.
2.2 Understanding the concept, features and major services of smart hotels
According to Melián-González & Bulchand-Gidumal (2016) smart hotel add the new
experience of visitors by offering them highly advanced services which meet their requirement
quickly and make them feel comfortable towards the particular organization. In this context,
Sunyich (2003) stated that smart hotels provide the option of customized room options for the
customers on the basis of their environmental and reservation preferences. In this context,
automatic hotel room check-in makes it possible for customers to avoid the interruption of any
other hotel staff. This helps in offering more personalized services. This is also helpful for guests
to electrically identify him or herself in the hotel room and get the desired services in the
relatively less time span. However, Cook & Das (2007) argued that implementing the smart
environment in the hotel is the critical aspect for the hotel due to consumption of extensive time
and requirement of the huge amount of money. Therefore, smart hotel or rooms provide
additional facilities to consumers at cost of the high fee which tends to improve their service
experience in an effectual manner.
Cai & Hobson (2004) stated that an integrated approach is applied by hotels to implement
the smart environment and influence buyers to experience the novel services offered by the
business. This makes the hotel unique or different from its competitors and support in obtaining
the competitive edge in the marketplace. In this context, Kunz (2008) asserted that service
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