Analyzing Social Media's Impact on Customer Relations at Hilton

This research project investigates the role of social media platforms in fostering customer relations within the hospitality sector, with a specific focus on the Hilton Hotel. The study explores how various social media channels facilitate customer feedback, enabling hospitality managers to implement corrective actions and improve service quality. The report analyzes the positive and negative impacts of social media on business growth and development, emphasizing the significance of online feedback in shaping customer satisfaction and retention. Recommendations are provided to help organizations leverage social media for enhanced customer relations, bridging the gap between consumers and the business. The research covers digital technology, literature review on digital technology, social media platforms, research methodology (philosophy, approach, and design), analysis, findings, and critical appraisal with recommendations and conclusions.

Research Project

ABSTRACT
In this research, there is discussion about, role of social media platform in building
consumer relations. There is discussion about different social media platforms which helps to
consider customer feedback an helps managers of hospitality organisation to take corrective
actions. This research is based on Hotel Hilton which is big brand in hospitality sector. At last
there is discussion about some recommendations which helps to get positive impact on growth
and development of association.

SUMMARY
With conducting this research, it is easy to understand about role of social media sites in
maintain customer relations. There is positive as well as negative impact of social media sites on
growth and development of association. Hence with this research it is easy to analyse changes
which has to be made in organisation to get positive impact. As per this research feedback on
social media sites plays important role in growth and development of association. Social media is
the platform which helps to bridge gap between consumers and organisation. At last there are
some recommendations which helps to get positive impact in maintaining consumer relations.

Table of Contents
ABSTRACT.....................................................................................................................................2
SUMMARY.....................................................................................................................................3
TITLE: ............................................................................................................................................5
CHAPTER 1 INTRODUCTION.....................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Establishing Powerful Relationship with Customers by Using Digital Technology.............6
Use of Social Media Platform for taking Feedback for Improving Quality...........................7
Enhancing Customer Relation and Support by Making use of Concept of Popularity and
Status......................................................................................................................................8
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................8
CHAPTER 4 ANALYSIS AND FINDINGS ...............................................................................12
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................22
CHAPTER 6: CONCLUSIONS....................................................................................................24
REFERENCES..............................................................................................................................25

TITLE:
“To analyze role of social media in building strong customer relation.” A case study on
hospitality sector.
CHAPTER 1 INTRODUCTION
Digital technology refers to the use of technical prospects which transfers manual work in
technical aspects. With the help of digital technology, analog technology of various
telecommunication techniques which helps to make changes telephone and cable system. This
helps to perform business operations in positive and negative manner. Digital technology helps
in performing business activities in more effective and relevant manner. There are different
prospectives which covers in digital technology. This includes social media, internet connection,
cloud computing, etc. So digital technology is major concept which helps to perform business
operations in positive and relevant manner (Bark, Kragt and Robson, 2016). In current scenario,
there are many technological changes taking place so it is responsibility of managers to
implement it to get better outcome. In this research, there is discussion about role of social media
in building customer relation. This research is based on Hotel Hilton which is one of the largest
organisation providing hospitality services.
There is important role of social media techniques in current market trends. This is the
platform which is used to collect information from different sources to analyse market trends,
demand of customers. Hence managers of Hilton can make changes in their working policies
which is effective and significant to growth and development of organisation. With this research,
it is easy to analyse role of social media in getting positive impact on customer satisfaction and
retention. This is the base which is used by organisation in order to collect information about
change in plans and policies. In hospitality industry. There is much competition because
consumer has choice to select best source of availing services. Hence it is responsibility of
managers of Hilton to collect appropriate and relevant information to make alterations in
business operations. This helps to make Hotel Hilton competent to other organisations in
industry.
Research aim:
“To analyze role of social media in building strong customer relation.” A case study on
hospitality sector.

Objective:
 To establish a powerful relationship with customers by implementing the use of digital
technology in organization.
 To use support of social media platform in taking the feedback of consumer that help in
improving the various field that help in improving the services.
 To use concept of popularity and status for increasing the customer relations and support.
In this research, there is use of different techniques which is significant and relevant for
getting positive outcome as appropriate research technique and methodology (McKenney and
Reeves, 2018). Research is time consuming process, so there are different aspects which has to
be followed, so this includes: deductive approaches, pragmatist philosophy, etc. Hence this is the
way which helps to perform research activities in ethical and reliable manner.
Time scale is one of the important technique which is used to define time which is
required to be define activities. There are many activities such introduction, farming aims and
objectives, etc. which are distributed in different time slot with time scale. This research is
completed within …..
CHAPTER 2 LITERATURE REVIEW
Establishing Powerful Relationship with Customers by Using Digital Technology
According to Karel Dörner and David Edelman, Digital Technology can be defined as the
use of digital or computerised devices for various processes in an organisation or for any
personal purpose. The use of Digital Technology in an organisation can help the company in
making good relationship with their customers. It helps in communicating clearly with the
customers of the Hilton Hotel as with the help of digital technology, the company can reach
easily to their customers (Burke, 2016). This communication is an important part in establishing
good relationships with the customers of an organisation as they can be made aware about the
new upcoming products of the company, further their reviews regarding the existing products of
the company can also known which will help the company in making changes in their product
according to the taste and preference of customers. With the help of digital technology, company
can make its online presence such as by making their own page on social media sites like
Facebook, Twitter, Instagram, etc. This will help the customers to get back to company easily

and it will also become easy for the Hilton Hotel to consider more easily what their customers
wants.
The suggestions and problems they are facing from the products made by the company
can be directly addressed to their online pages available. This will save the time of both the
company and customers. The company can easily take into account about what the customers are
saying and what they want.
Another way by which the technology can be used for making better the relationship with
customers using technology is making easier to to facilitate the customers with the purchase of
goods and services of the company (Eriksson and Kovalainen, 2015). As contactless payments
are trending very much now, so this had made possible only with the help of digital technology.
Hilton Hotel can provide their customers with different types of payment options as every
customers does not use only a single mode of payment so it will be easy for them to purchase the
products and services and this will help in enhancing the relationship between the company and
their customers.
Use of Social Media Platform for taking Feedback for Improving Quality
According to Heidi Cohen, Social Media can be defined as internet based platform for
sharing, discussing and knowing information related to various topics, human beings. The use of
social media can also be done in order to enhance the quality of products they are providing to
their customers. In today's world, it is right to say that social media is a platform that helps in the
success of Hilton Hotel. The quality of products can be improved with the help of taking
feedback continuously from the online presence of the company. The company can make use of
different social media apps for making their online presence. The company can invite the
suggestions of customers by making use of this platform. The customers can put their comments
regarding the quality of the products and services of the company whether they are good or bad
and also provide suggestions to the company about what changes they can make in their products
for future growth in customer base (Padalkar and Gopinath, 2016).
Further, the company can provide their social media followers with discount codes for
providing their important feedbacks regarding the improvement to be made in the products and
services of the company. Hilton Hotel can ask their customers and followers about the product
that did they like or not. This will help in knowing the status of the product in the market and
more information about the needs and preferences of the customers will be clear to company.

The company can also make use of social media platform for informing the people about their
new arrivals in the market so that they become aware about the products.
Enhancing Customer Relation and Support by Making use of Concept of Popularity and Status
According to David Kirkpatrick, Customer Relations can be defined as the relation in
between Hilton Hotel and their customers. The relation in between these must be good so that the
needs of both can be fulfilled. In order to get success by making use of social media as a
platform for making improvement in the quality of the products provided by the company, it is
necessary to answer continuously to the feedbacks provided by the customers (Fellows and Liu,
2015). The relationship in between customers and Hilton Hotel can be improved by providing
them with the best quality possible products which will fulfil their needs and make them loyal
towards the company. Customers do not like bad products but finds chances of improvement in
the good products. So this improvement in products and services of the company will not only
enhance the quality of product but also their relation.
CHAPTER 3 RESEARCH METHODOLOGY
Research is the technique which is used to enhance and analyse complete and in- depth
knowledge about topic. Hence with the help of research methodology, it is easy to understand
techniques which are required to be considered by researcher. There are different activities such
as introduction, setting aims and objectives, literature review, research methodology, etc. which
are performed to get appropriate outcome. In research methodology, there are different
techniques which is relevant for conducting research in ethical and reliable manner.
Research Philosophy: Research Philosophy is a vast topic and it deals with the source,
development and nature of knowledge. There are different types of research philosophy which
are pragmatism, positivism, realism and interpretivism. The use of type of philosophy depends
upon the research that what type of data it is focusing upon. In the following research,
pragmatism type of research philosophy is used (Pollack and Adler, 2015). It is because by using
this, an in depth analysis of research can be done by covering all the aspects of the topic.
Research Approach: In the next layer of research methodology, research approach is
chosen. It is the techniques which is used for doing the in depth analysis of the research topic.
There are three types of approach which are used while conducting research. These are
pragmatist, inductive and deductive. In the following research, deductive approach is used as it is

the best way by which information can be acquired related to the topic (Forsman and et. al.,
2015).
Research Design: Conducting a research is a very long process, so it is also required to
prepare properly the design of the research so that it becomes easy to interpret and understand by
the reader what the research wants to say. This is why research design plays an important role in
doing the research in a good and appropriate manner. There are three types of research design
which are exploratory, descriptive and experimental (Sekaran and Bougie, 2016). For conducting
the following research, the design used in descriptive. It is used because proper description about
every chapter of research can be acquired through this research design. Further it will also
enhance the knowledge of readers.
Research Method: It is the way in which the research is conducted. Mainly the research
method is of two types which are qualitative and quantitative. In this research, qualitative
research method is used. The reason behind using this method is that it is based upon the use of
various theories and concepts which help in acquiring the full knowledge and justification about
the view presented in the research. Further it is also used as it is easy to understand and the
complexity is avoided by making use of this research method as in case of quantitative method.
This method also makes the collection of data from respondents by asking from them with the
help of questionnaire, etc.
Data Source: The information covered in the research is collected from various sources
which make the research more reliable and authenticate. There are two methods of collecting
data for completing the research. These are primary source and secondary source of data.
Primary source of data can be defined as the first hand collection of data which has not been
presented yet by anyone. Secondary Data is the data which is acquired by making use of already
published articles or journals or books or many material (Takey and de Carvalho, 2015). For the
completion of this research, the use of primary source and secondary source of data is done. In
primary source of data the use of questionnaire, personal interviews of respondents, etc. are
included for completing the research. In secondary source of data, online sources, books and
journals are used for completing the research.
Data Analysis: Data Analysis can be defined as the process by which the information
collected from the respondents is used for converting it into some conclusion or recommendation
to be provided to the readers of the research. For analysing the data, thematic approach is used. It

is qualitative type of analysis which emphasizes on examining and recording the patterns of data
collected to complete the research.
Sampling: Sampling can be defined as the process by which the selection of respondents
is done out of the whole population in order to complete the research (Venable, Pries-Heje and
Baskerville, 2016). In this research, it is not possible to cover the views of whole population as it
will be time consuming and also effect the cost of doing research. There are two methods by
which the respondents of the research can be chosen which are random sampling and non
random sampling. Random Sampling can be defined as the process by which the respondents for
the research are chosen randomly. The reason behind choosing this method of sampling is that it
is bias free and the research outcomes become more reliable. The number of respondents used in
this research are 100.
Ethical Consideration: It means to say that the completion of the research must be done
in an ethical way. The research done must be done for an ethical purpose not for any unethical
one (Franklin and et. al., 2015). In addition to this, the collection of data should also be done in
an ethical manner which provides right information to the readers and enhance the validity and
reliability of the research. Overall, this point clearly indicates that research should be conducted
in an ethical and good way such as choosing the respondents for completing research must be
done in bias free manner.
Time Horizon: Time Horizon defines the time which the researcher will take in order to
complete the research. There are different activities which are included in completing the
research and for this, Time Scale is used which helps in dividing the tasks and and also dividing
the time which it will take in order to complete the different tasks. It helps in both the timely
completion of different tasks of research and the research. This research will completed within
approximately 9 weeks.

CHAPTER 4 ANALYSIS AND FINDINGS
Data analysis refers to the process under which there is analysis of data which is collected
from respondents. Data analysis is important because this is the base through which changes can
be implemented in research activities. Thematic approach is used in this research to collect and
interprete information. As per this approach, there is brief discussion about questions. This helps
to provide brief knowledge to reader. In this research, data is collected from 100 consumers
which helps to get knowledge about social media platform of Hotel Hilton and key
improvements.
Questionnaire
Q1. Do you understand the concept of social media?
Yes
No
Q2. Do you have social media account?
Yes
No
Q3. Which social media technique you prefer to use?
Facebook
Instagram
Twitter
Pinterest
Others
Q4. For which purpose do you use social media techniques?
Examine latest trends
Grabbing knowledge about best service providers