Analyzing Social Media's Role in Holiday Inn's Customer Relations

This research project examines the role of social media in building direct relationships with target customers, focusing on the case of Holiday Inn. The report begins with an introduction, background, research problem, aims, objectives, and questions, followed by a chapter preview outlining the scope and structure. Chapter 2 provides a literature review, defining social media concepts and exploring various platforms like Facebook, Twitter, and Pinterest, and their importance in customer relationship development. The report then details the research methodology, data findings, analysis, and discussion in Chapter 4, and concludes with recommendations, anticipated limitations, and references. The study aims to analyze how Holiday Inn can leverage social media to enhance its customer base, brand promotion, and overall profitability, investigating the effectiveness of different social media platforms in fostering customer engagement and loyalty.

Research Project

Table of Contents
Chapter 1: Introduction....................................................................................................................1
Introduction............................................................................................................................1
Background.............................................................................................................................1
Research Problem...................................................................................................................1
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Question..................................................................................................................2
Research Purpose....................................................................................................................2
Scope of Research..................................................................................................................2
Research Hypothesis..............................................................................................................3
Attributes of research work....................................................................................................3
Rationale of topic...................................................................................................................3
Chapter Preview.....................................................................................................................3
Timescale................................................................................................................................4
Chapter 2: Literature Review...........................................................................................................6
What is the concept of social media?.....................................................................................6
What are the numerous social media platform that aid in building relationship with services
users of a firm?.......................................................................................................................7
What is the importance of social media platform in developing relationship with target
customers?..............................................................................................................................7
Chapter 3: Research Methodology...................................................................................................8
Chapter 4: Data finding,analysis and discussion...........................................................................11
Chapter 5: Conclusion, recommendation and anticipated limitations...........................................20
REFERENECES............................................................................................................................22

TOPIC: “To analyse the role of social media in order to build direct relationship with
target customers”.
Chapter 1: Introduction
Introduction
Social media is considered as the computer mediated technology that aids individuals as
well as firm to improve and deliver message, ideas etc. by this organisation and people can
interact with one another that aids in building relationship effectively (Aluri, Slevitch and
Larzelere, 2015). For a company, social media plays essential role which leads towards
developing relation with target consumer through that that are capable to produce more profit
ratio. For this research the selected organisation is Holiday Inn which is known as the British-
owned hotel brands as well as subsidiary of InterContinental hotel groups having its headquarters
is in Denham, Buckinghamshire. This research is on analysing the role of social media for
building relationship with targeted consumers that aids respective hotel to increase profit ratio.
Background
Social media is considered as the tools that is utilise by company to promote its business
in successful way which leads towards building effective relationship with targetted customers.
Moreover, firm also use this media to retain consumers for longer duration. Holiday INN is the
British-owned American hotel that provides services such as lodging, conventions, food services
and many more. Also, it is the subsidiary of the Intercontinental Hotel Groups. This research is
performed so that they understand effectualness of social media for building relationship with
targeted customers.
Research Problem
Research problem is describe as the problems that are faced through project manager
when they are performing research on respective topic (Aral, Dellarocas and Godes, 2013). This
can be any things like capital, procedure adapted by investigator etc. Moreover, there are many
problems that are faced by investigator while performing research that are regarding time
duration. Respondents in appropriate behaviours etc. because of this issues research project
manager can not able to perform research as per their standards.
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Research Aim
“To analyse the role of social media in order to build direct relationship with target
customers”. A study on Holiday inn.
Research Objectives
 To analyse the concept of social media.
 To ascertain numerous social media platform that aid in building relationship with
services users of a firm.
 To determine importance of social media platform in developing relationship with target
customers.
Research Question
 What is the concept of social media?
 What are the numerous social media platform that aid in building relationship with
services users of a firm?
 What is the importance of social media platform in developing relationship with target
customers?
Research Purpose
Research purpose is considered as the important objectives to perform any research. The
purpose behind performing this particular research is to know efficaciously the role of social
media for maximising consumers base so that Holiday Inn can able to gain more profit as well as
goodwill at respective market area (Browning, So and Sparks, 2013). Also, by this respective
hotel can advertise and promote its business effectually at international level. This will also aids
respective firm to understand that how they can develop its consumer relationship with the help
of social media.
Scope of Research
This is considered as the methods by which investigator are capable to understand the
effectualness of their research on specific topic. It can be ascertain through three level that are
marketing, environmental as well as organisational. In context of this particular research, the
scope of it is Holiday Inn can get knowledge about role of social media for building direct
relation with target consumers. So that they can acquire more market shares, goodwill as well as
profit.
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Research Hypothesis
Research hypothesis is considered as the systematized statement that are formulate by
investigator based on its experiences that they obtain while performing research upon respective
topic (Bulchand-Gidumal, Melián-González and Lopez-Valcarcel, 2013). In context of Holiday
Inn, by this their project manager capable to gather data consequently. That aids them to know
role and effectualness of social media to build relation with targeted consumers with services
users.
Attributes of research work
Attributes of this particular project work is considered as the methods that are adapted
through investigator of firm in order to accomplish research in effective manner that raise
towards accomplishment of objective.
Rationale of topic
This is explain with the help of tools which is mostly adapted by project manager for
achieving research objective effectually (Denizci, Kucukusta and Liu, 2016). In context of
Holiday Inn by performing this research they can understand how efficacious social media is
helpful in building relationship with target consumers which aids them in knowing its
requirements.
Chapter Preview
Project title
“To analyse the role of social media in order to build direct relationship with target
customers”. A study on Holiday inn.
Background
Social media is very much efficacious for the firm as by this they are capable to9 perform
many things like developing relation with target customers etc. by this firm can solve problems
of their guest which aids them in obtaining more market share and profit. Holiday INN is a
subsidiary of Inter-continental hotel groups that provides many services to their target clients
like conventions, meetings etc. It is operating in various areas such as Europe, Africa, and so on.
Research Objectives
 To analyse the concept of social media.
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 To ascertain numerous social media platform that aid in building relationship with
services users of a firm.
 To determine importance of social media platform in developing relationship with target
customers.
Research Questions:
 What is the concept of social media ?
 What are the numerous social media platform that aid in building relationship with
services users of a firm ?
 What is the importance of social media platform in developing relationship with target
customers ?
Research Methodology
This is considered as a technique that is usually adapted through firm's researcher while
collecting data regarding particular topic (Dimofte, Haugtvedt and Yalch, 2015). There are
several kinds of methods that can be utilise y project manager like quantitative, qualitative,
primary and so on. In context of this research, respective organisation project manager adapt
qualitative method with primary one. It is so as by this they capable to gather information that
are suitable for investigation.
Resources
Resources are adapted through project manager for performing research effectually so
that they can accomplish its objectives. There are several resources that are utilise by respective
project researcher to perform investigation like capital, talented labour etc.
Time Duration
This is considered as the time that are provided for completing particular task
efficaciously (Egger, 2013). In context of this research, project manager need about approx 3
months so that they can do its task appropriately and achieve results on stipulated time.
Timescale
Gantt Chart: This is considered as the techniques which is utilise for segregating the
essential research activity in smaller units as well as formulating every unit in appropriate time
period. This involves introduction that is related to what are to be analysing into research,
literature review that display accumulation of secondary data on selected topic, research
methodology for examining the accumulation of methods needed for performing the research, for
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getting effective results as well as drawing appropriate conclusion from same. In this research,
time duration required to accomplish all activity that is mentioned below:
Work Breakdown Structure:
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This is refers as a technique where researcher will distribute overall activities of research
project into smaller units so that group members will complete this in efficacious way (Epstein,
2018). By this research managers are capable to perform its task in effectual as well as
appropriate manner. Moreover, this is assist manager to analysis the results which aids in
formulating efficacious decisions. The benefits of this particular techniques is that it is relevant
as well as minimises the risk and explain uncertainties of team.
Chapter 2: Literature Review
What is the concept of social media?
According to the Mathew Hudson (2019), social media is considered as the websites as
well as application which are formulated to permit individuals to share content efficaciously and
in faster manner. Several individuals explain it as an apps on their phone or tablets but the fact is
that this is refers as a communication tool which is initiated with computers. Moreover this is the
online channels of communication in which users make as well as share information and interact
with one another in several manner (Floreddu, Cabiddu and Evaristo, 2014). These channels
facilitates easily accessible and operable platforms and also allow to communicate with others in
simple manner. With the help of this Holiday Inn can share their information in context of
services, facilities and many more to several people in simple manner. Moreover, by following it
they can keep themselves updated. Also, respective firm utilise social media as a part of
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marketing strategy that generally view measurable outcomes. This is helpful to promote their
business, build effective relation with target consumers and so on.
What are the numerous social media platform that aid in building relationship with services users
of a firm?
As per the Rebekah Carter (2019), now a days social media have emerged as a essential
touch point into building consumer relation ship. Brands has started to unlock the full potential
of social media. Platforms such as Facebook twitter and so on are not only used for promotion.
This is the way to connect with its consumers. Therefore, some of the social media platforms
which are used by Holiday Inn are Facebook. It is considered as the biggest platform in which
about 2 billion user are active in a month. This is the effective platform for respective firm in
building relations, viewing the human side of their business and converting leads into loyal
consumers. Another one is Twitter, which is a go-to platform if firm's business is about
immediacy as well as they want to reach out to customers (Hudson and Thal, 2013). The kinds of
content that are mostly used by Holiday Inn in this platform is easily digestible textual content
like quotation, listicles etc. with the help of this respective company can also upload images and
videos but text content is consider as more effective. Pinterest is also known as the important
social media platform. Herein, images are the game name when it comes to Pinterest. In this
there are more number of females in comparison to male as well as this is a graphics heavy
platform which lends themselves to travel, food art and another businesses which can leverage
topic that generate stunning photographs. By using this social media platform, Holiday Inn can
upload various beautiful images of their foods, rooms, hotels and so on which will aids them to
build effective relation with their targeted customers.
What is the importance of social media platform in developing relationship with target
customers?
As per the Epstein(2018), developing a relationship with target audiences is essential for
long term business success. As there are various social media platforms like Facebook, twitter,
Instagram and many more. All have their own importance and purpose to build relation with
their customers. With the help of all these firm can communicate with consumers so it is
essential for company to know about their effective social media and its importance. Some of the
significance of social media for developing relationship with clients are direct interaction with
customers as through this consumer feel more valued and have satisfaction that their problems
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can be solved quickly and efficaciously (Jones, Borgman and Ulusoy, 2015). Another
importance is customer satisfaction, by utilising social media platform company can connect
with their guest and audience. As now a days consumers understand that social media platform
are more approachable as well as friendly in compare to a call centre executive who are their to
resolve clients issues. In order to satisfy their customers they can offer prompt services to guest
who are facing issues ore requirements few assistance with the services etc. thus, if customers
are satisfied then it will aids to develop relation with targeted audiences.
Chapter 3: Research Methodology
Research Methodology
This can be define as a systematic process for conducting research. Research
methodology includes a specific procedure, tools or techniques and different methods to
collected and analyses information about certain topic (Kim,Kim and Heo, 2016). This is a
method which is formulated to define to identify a research problem. This process is used to
collect and gathers information or data for a specific purpose to make decisions.
Research design
Research design is refers as a set of method or procedures which is used to gather data
and analyses data into useful information. This is very helpful in measuring of variables to define
a research problem.
Data collection
There are various methods which help in collected data or information from different
reverent sources. These methods will help in fining answer to research problem as well as in
evaluation the outcome. Different methods for collecting data is mention below:
Primary methods
This is refers to method of collecting original data. In primary research information or
data which is collected is first handed data and this data is never used earlier. Researcher who
collect or gathers primary data are known as a owners of data (Kim and Park, 2017). This
research is conducted to collect specific data on some topic or to solve any problem. Methods for
collecting and analyzing this data for this research is interview, observation, focus group, online
survey etc. Data collected in this methods is accurate and can be customized according to
requirement. Primary method is quite expensive and require high knowledge about topic to
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conducted effective research. Primary methods is used while conducting questionnaire for this
report.
Secondary methods
In this method data is collected from different sources or the information which is
gathered in primary research. Secondary research for collected and organizing data includes
various methods books, journals, reports, government documents, business papers etc. and this
methods are used in this research for conduction effective research. In this data can be collected
through information which is available on internet also. This method is less time consuming as
well as it is very cost effective method (KimLi and Brymer, 2016). Secondary method is majorly
based on data which is collected in primary research. In this methods information collected in not
very accurate and sometime it may not be specific according to requirement.
Quantitative research
This can be define as a systematic phenomena for gathering data as well as analyzing
information. In quantitative research data can be collected and analyzed in numerical form such
as percentage, statistics etc. There are various method for collecting data which includes online
or offline surveys, interviews etc to gather information in numerical data. This methods is less
time consuming and help in quick decision making.
Qualitative research
This research refers to the scientific method to gather data in non numerical form.
Qualitative research is conducted to gain understanding and underlying opinions, reasons,
motivations. Data collected in this type of research are from various methods such as in depth
interview, careful observation, group discussion etc. this methods is very useful to collected in
depth information which is be use to solve specific problems.
Sampling and sample size
Sampling is a method which help in selecting numbers of member from a large
population (Lee, Hosanagar and Nair, 2014). This is one of the most important part of research
as it determines the accuracy of research or servery result. In this method some sample members
are selected which represent whole population. Sampling techniques can be classified in to
probability sampling and non probability sampling.
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Sample size refers to the the number of member selected to observe. These number
observation is taken from a population which help in representing statistical inference for a
whole population. Chosen sample size for this reports is 30 respondents who are customers.
Questionnaire
Questionnaire
Name:
Age:
E-mail ID:
Contact number:
Q1. Do you think social media is a channel for gathering information?
 Yes
 No
Q2. Do you think social media helps in improving sales/ profitability of company?
 Yes
 No
Q3. Which is the most appropriate social media platform for hotel industry to connect
with customers?
 Facebook
 Instagram
 Website
 All of the above
Q4. Do you think social media helps in attracting and influencing customers?
 Yes
 No
 Not really
Q5. Does social media have an impact on decision of customers?
 Yes
 No
Q6. What are the advantages of social media for a company?
 Attracting customers
 Marketing and promotion
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