Research Project Proposal: Technology, Customer CRM, and Revenue

This research project proposal investigates the impact of technological integration on customer relationship management and revenue generation within the hospitality industry, using Marriott International Hotels as a case study. The study aims to identify the increasing technological upgrades, understand the role of technology in improving customer relationships and increasing revenue, ascertain the challenges that arise in the integration of technology with customer service, and recommend appropriate solutions. The research employs an inductive approach, collecting data from both primary and secondary sources, including questionnaires and literature reviews. It explores themes such as the increasing technological developments in the hospitality sector, the role of technology in customer satisfaction and revenue, and the challenges or barriers in integrating technology, referencing various academic sources. The methodology includes data collection through primary and secondary sources, non-purposive sampling of Marriott Hotel employees, and thematic data analysis. Ethical considerations include a declaration form ensuring research integrity and respondent confidentiality. The research aims to highlight the importance of technology in the hospitality industry and its impact on customer satisfaction and revenue generation, providing insights into the challenges and opportunities that arise from technological advancements.

RESEARCH PROJECT
PROPOSE (AD DA)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
Background
Hospitality industry has always experienced regular technological developments and
advancements where everyday something new is being presented before the hospital
industrialists (Silverman, 2016.). Marriott International Hotels is a chain of restaurants that are
operating all over the world and cater to the needs of the costumer belonging to the elite
segment. They have always tried to incorporate the advanced technology in the services that they
provide (Ozturk, 2016). In the current research, the impact of this technological integration of the
satisfaction of the consumers and the revenue of the hotel will be analysed and discussed
presenting appropriate conclusions.
Aim
To analyse the impact of technology on customer relationship management and revenue
generation in hospitality industry. A case study on Marriott Hotel.
Objectives
 To identify the increasing technological upgrade in the hospitality sector.
 To understand the role of technology in improving customer relationship and increasing
revenue in Marriott Hotel.
 To ascertain the challenges that arise in the integration of technology with customer
service.
 To recommend appropriate solutions on the basis of challenges and barriers ascertained.
Rationale
The researcher that has been undertaken by the researcher will highlight the importance of
integrating updated technology in the Marriott Hotel and the impact of such integration on the
satisfaction level of the customers and on the revenue that is generated. The researcher will also
identify the different barriers that arise in such integration of the technology with the hospitality
norms. This topic has been selected by the researcher because technology is changing very fast
where there are constantly new apps or features that are being developed and it is necessary to
match such updates so that the hotel does not become redundant (Quinlan and et.al., 2019). The
research will highlight hat what is the impact of integration of technology in the hotels and how
does it impact the customers that are visiting the Marriott hotel. The researcher will also identify
what are he different challenges that arise in the implementation of this updated technology. The

increased or decreased customer satisfaction will impact the revenue generation of the hotel as
well and therefore help in developing the relevant conclusion for which the research will be
conducted.
LITERATURE REVIEW
Theme 1: Increasing technological developments in the hospitality sector.
Author, Dzhandzhugazova and et.al. (2016), in their researcher paper state that the
technological advent has been consistent and in the past decade, the face of hospitality industry
has entirely changed. The authors have discussed that the rise of online food ordering and
delivery system, the virtual restaurant experience etc. has made it easier to enjoy their favourite
restaurant's food at any point of time thus increasing their satisfaction level as well. Additionally,
the authors have also claimed that this has not only benefited the customers, but the restaurants
also now have a more loyal customers base and thus their revenue generation capability has
increased due to this advent in the AI related to this hospitality industry.
However, Lee (2016), have contradicted the above point stating that this advent or rise
ion the technology is killing the very essence of the word hospitality. They have argued that
humans are being replace d by AI and robots and the human touch or feeling has been lost. This
technological advancement, according to authors, is beneficial only up to a certain level such as
online reservations, easy booking and check in check out etc. but should not be given too much
emphasis i.e. there should still be the integration of humans and individual touch for the
customers should still be the top priority in the hospitality sector.
Theme 2: Role of technology in the customer satisfaction levels and consequently on revenue.
The research paper published by Lavian and Or-Bach (2016), states that technology is a
major factors today that keeps the customers attached t the hotels and restaurants today. They
have argued that higher the integration of the hotels with the technology, more easily will the
customers be able to access the services that they have to provide. This will lead to increase in
their satisfaction level and also expand the customer base for the hotels and restaurants. This
expansion will ultimately lead to increased revenue in the hotels and though the technological
advancement requires significant investment and Research and development yet the revenue that
will be generated will quickly cover up the investment that has been made.
Another research paper by Lordkipanidze (2018), has however contradicted the above
point stating that the technological integration and use of AI will ultimately lead to loss for the

hotels and restaurants. The reason behind this, as they have argued, is that when the customers
visit the hotel, they want to be served and feel satisfied where the person who is serving
understands exactly what they want. They have discussed the concept of NextMenu under which
a voice automated app helps in giving direction to the servers regarding the moods of the
customers for example giving order to top up a customer's drink etc. (NextMenu, 2019). The
researchers have argued that although this has increased the quality of serving but yet the lack of
the feelings and emotion lead to the loss of revenue because customers do not find what they are
seeking.
Theme 3: Challenges or barriers in integration of technology.
In continuation of the concept of NextMenu, another researcher paper published by Ferdian
(2018), states that the biggest challenges in integrating such technology is that there is a
particular segment in every hospitality business that does not want to adopt or acknowledge the
changes that have been trending and still seek the old schools touch while dining out or
entertaining themselves. Such technological advancement leads to loss of this particular segment.
However, the researcher also state that this is ultimately unavoidable and in the next 5 years, as
they predict technologies such as NextMenu, use of robots and AI, will have to be integrated and
the customers will have to adjust accordingly. The challenge lies in the mentality or perception
of the customers and their power to adapt and adjust with changing norms.
RESEARCH METHODOLOGY
Research Methodology can be defined as the collection of different tools and techniques that can
assist the scholar or researcher who is undertaking the research, in collection of relevant data that
will lead towards the interpretation of meaningful conclusions (Kumar, 2019). There are
different aspects to this:
Research Approaches: Research Approaches help in developing a sequential plan with defined
steps that helps the researcher in determining what is to be done in the entire research process.
There are two types of research approaches i.e. inductive and deductive. The inductive approach
is used in the qualitative research type under which the theories are analysed and interpreted into
relevant facts so that conclusions can be derived. Deductive approach on the other hand is used
on quantitative research where the researcher analyses facts or figures to develop generalized
theory and conclusions (Flick, 2015). In the current research, the researcher will use the

inductive approach because it will help in integrating the human nature into the research related
to customer satisfaction and hence give appropriate results.
Data Collection: There are mainly two methods of collecting raw data for the research i.e.
primary data and the secondary data collection. The primary data source involves collection of
data on a first hand basis where the researcher himself collects the data and the secondary data
source involves selection of already published research papers, journal etc. which can help in
conducting the research in a relevant manner. In the current researcher will collect data from
both the sources i.e. data will be collected from primary sources by selection of respondents and
making them fill a questionnaire. Similarly, the previous literature review done and published on
this topic will be selected for assisting the entire research process so that the impact of
technology on the revenue and customer satisfaction can be measured.
Sampling: Sampling incorporates selection of a few respondents out of the entire population and
can be done in a probabilistic or non-probabilistic manner (Dewnarain, Ramkissoon and
Mavondo, 2019). In the current research, the scholar will select the non-purposive sampling
where the respondents will be selected out of the population that is selected on pre formulated
criteria and basis. Currently, the researcher will select the employees working in the Marriott
Hotel so that the data can be collected in a relevant manner and appropriate conclusion can be
drawn.
Data Analysis: For analysing the qualitative data, themati8c analysis technique can be used
under which the researcher uses different diagrams, charts and figures to represent and interpret
the data and for quantitative data analysis, tools like SPSS, MS- Excel etc. are used to interpret
the data. At present, the scholar will use the thematic data analysis technique to analyse the data
that is qualitative in nature.
Ethical Consideration: Under this the researcher will attach a declaration form that will state
that all the research work is conducted by researcher himself and the secondary data that has
been used is properly referenced after taking approval form the relevant publishers or authors
(Sota, Chaudhry and Srivastava, 2019). The respondents will also sign a declaration stating that
they have not ben forced to incorporate biasness in any of their answers.

REFERENCES
Books and journals
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management in the hospitality industry. Journal of Hospitality. 1(1). pp.1-14.
Dzhandzhugazova, E.A. and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education.11(17). pp.10387-10400.
Ferdian, F., 2018. Does the Menu of TH Cafe (a Business Incubator, fpp UNP) Profitable and
Popular Enough?.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kumar, R., 2019.Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Lavian, T. and Or-Bach, Z., 2016. Systems and methods for visual presentation and selection of
IVR menu. U.S. Patent 9,521,255.
Lee, L.Y.S., 2016. Hospitality industry web-based self-service technology adoption model: a
cross-cultural perspective. Journal of Hospitality & Tourism Research. 40(2). pp.162-197.
Lordkipanidze, R., 2018. The Strongest Key to Global Hospitality.
Ozturk, A.B., 2016. Customer acceptance of cashless payment systems in the hospitality
industry. International Journal of Contemporary Hospitality Management. 28(4). pp.801-
817.
Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
Silverman, D. ed., 2016. Qualitative research. Sage.
Sota, S., Chaudhry, H. and Srivastava, M.K., 2019. Customer relationship management research
in hospitality industry: a review and classification. Journal of Hospitality Marketing &
Management, pp.1-26.
Online
NextMenu. 2019. [ONLINE] Available through: <https://www.nextmenu.com>
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