Impact of Technology vs. Human Abilities on Performance

This research proposal investigates the comparative abilities of technology and human resources in enhancing organizational performance within a globalized business environment. It examines the strategic roles of human resources, including loyalty, commitment, and competitive advantage, alongside the impact of technology through internet presence, accounting practices, and future-oriented strategies. The study aims to determine the most effective mode—technology or human abilities—for driving organizational proficiency, addressing the problem of emerging emphasis on technology potentially diminishing the importance of human skills. The literature review covers the importance of human resources in customer relationships, organizational proficiency, and real-world orientation, as well as the significance of technology in efficient business operations, competitive marketplaces, and effective communication. The research employs a structured approach, including an introduction, literature review, methodology, and expected outcomes, proposing a hypothesis that technology enhances organizational proficiency more than human ability. The conceptual framework illustrates the interplay between human resources, technology, and their impact on organizational outcomes.

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RESEARCH PROPOSAL
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Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Background............................................................................................................................2
1.2 Problem statement.................................................................................................................2
1.3 Research aim..........................................................................................................................3
1.4 Research objectives...............................................................................................................3
1.5 Research question..................................................................................................................3
1.6 Research hypothesis...............................................................................................................4
1.7 Research structure..................................................................................................................4
2.0 Literature review........................................................................................................................4
2.1 Human resource in organisation............................................................................................4
2.1.1 Strategic role...................................................................................................................4
2.1.2 Loyalty and commitment................................................................................................5
2.1.4 Competitive advantage...................................................................................................5
2.2 Technology in organisation...................................................................................................6
2.2.1 Internet presence.............................................................................................................6
2.2.2 Accounting......................................................................................................................6
2.2.3 Future aspects.................................................................................................................6
2.3 Conceptual framework...........................................................................................................7
2.4 Importance of human resource in organisation.....................................................................8

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2.4.1 Impact on customer relationship.....................................................................................8
2.4.2 High organisational proficiency.....................................................................................8
2.4.3 Real world orientation....................................................................................................9
2.5 Significance of technology in organisation...........................................................................9
2.5.1 Efficient business............................................................................................................9
2.5.2 Competitive marketplace................................................................................................9
2.5.3 Efficient communication..............................................................................................10
3.0 Research methodology.............................................................................................................10
3.1 Research philosophy............................................................................................................10
3.2 Research approach...............................................................................................................10
3.3 Research design...................................................................................................................11
3.4 Research strategy.................................................................................................................11
3.5 Sampling techniques............................................................................................................11
3.6 Data Collection method.......................................................................................................11
3.7 Data analysis techniques......................................................................................................11
4.0 Expected outcome....................................................................................................................11
5.0 Reference.................................................................................................................................13

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Topic: Comparison between the potential of technology and human abilities in enhancing
organisational performance.
1.0 Introduction
1.1 Background
The advent of globalisation increases the dynamics in business performance and the
competition in the market that leads to the corporate enterprises to enhance proficiency and
effectiveness in a large scale. From the research of Lundsgaarde (2017) it can be stated that the
global business environment requires maximisation of customers and provide high quality of
service and products which are the fundamental basics of survival of a company. The purpose of
choosing the service quality and customer maximisation is to sustain the business in highly
competitive market. In association to this, rapid development in the technology instigates the
business companies to install technology in business operations and maximising the manufacture
and service quality to a great extent so that it will provide strategic advantage (Paagman et al.,
2015). However, it is a pertinent question regarding the role of the human resources that are
working in the organisation. The changing situation in the business environment can be traced
back to the industrial revolution where employing labourer to a large scale was a core concept
for the factories. However, in course of time that perception is changing to a great scale and
currently most of the business companies focus on the efficacy of technology.
1.2 Problem statement
The emerging emphasis on the technology makes a severe threat to the relevance and
importance of human abilities. A clash between technology and human abilities is an obvious
choice that erects a new notion of evaluating and comparing the abilities of human abilities with

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technological advancement. In the era of automation and technological progress it becomes a
pivotal aspect to analyse the ability of both technology and human capability that will foster
proficiency in the organisational activities. Therefore, it is evident to take into consideration both
the existence of both technology and human resource in organisation and understand their skills
and professionalism that can be identified as a leverage for the business companies in the
competitive market.
1.3 Research aim
The aim of this research is to compare the abilities between technology and human
abilities and find out the most effective mode that will cater proficiency in organisational
activities.
1.4 Research objectives
The research questions are as follows,
 To identify the abilities of both technology and human resources that can bring
proficiency in organisation.
 To analyse the most effective mode in terms of either technology or human resource as
the driving factor for enhancing organisational proficiency.
 To recommend the effective mode that will facilitate competitive advantage for a
business enterprise.
1.5 Research question
i. What are the different abilities that technology and human resource possess for
organisational development?

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ii. Why does technology incur more effectiveness in organisational proficiency than human
ability?
1.6 Research hypothesis
H1: Technology enhances the organisational proficiency than human ability.
H0: Technology does not enhance the organisational proficiency than human ability.
1.7 Research structure
The research is going to make a proper structure of discussion so that it will be effective
to deal with the practice of establishing justified arguments. Therefore, at first an introduction
part will be discussed that will address the research topic, themes, aims and objectives of the
research. After that a literature review will be prepared in order to highlight the empirical
studies. Apart from that the research methodology is going to discuss the methods to conduct the
research with proper justification. Finally, an expected outcome will be briefed to point out the
potential result of the research.
2.0 Literature review
2.1 Human resource in organisation
2.1.1 Strategic role
The role of the human resource in business organisations is to deliver as a strategy that is
resembled with managing people as a business resource. From the research of Bonekamp, and
Sure (2015) it can be derived that the role of the recruiting and hiring employees with specific
knowledge and skill is definitely a strategic measure that the organisations follow. It paves the

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way for a strategic direction to the companies so that they can use the strategic measure and get
competitive advantage profoundly. The HR manager plays a significant role as more like a
consultant rather than worker. Their task is to advise the managers on many employee related
issues and guide the organisation to achieve goals through their intellects through recruiting
talented people and applying skills to manage the relationship between the workers and the
employers (Safa, Von Solms and Futcher 2016).
2.1.2 Loyalty and commitment
Loyalty and commitment between the employees towards organisation is also an
important aspect to measure. Kearney and Kruger (2016) advocated that relationship between the
workers and the management is considered to be one of the core concepts for the development of
the organisation. On the other hand, Hecklau et al. (2016) opined that generating high
profitability is a major concept for the business companies that can be earned through the smart
utilisation of the human resource and manage them in a way for achieving the aims and
objectives of the organisation. As a result of that human resource and their ability can be a
contributing factor for the organisational progress.
2.1.4 Competitive advantage
It is essential for the business companies to earn competitive advantage in the intensely
competitive market. In this regard, a marketing analysis is needed for the companies to
understand the trends and facets of the market that can be exploited. The marketing team is
responsible for this analysis. Omotayo (2015) suggested that putting great deal of emphasis on
the quality of human resource is undoubtedly a process to achieve proficiency in competitive
market and concepts like talent management and skill development practice are inevitably
associated with the organisational progress.

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2.2 Technology in organisation
2.2.1 Internet presence
Internet presence of an organisation is certainly a strategic measure that the organisations
are followed for expanding business further. Zhu (2015) articulated that the role of internet in
current business practice had been growing to a rapid scale that no company could think to
expand business without having online presence. There are certainly some significant factors that
lead the company to opt for the organisational business practice in terms of the maximisation of
customers and get details of the target customers. It will also help the organisation to make a
marketing strategy and measures to get competitive advantage in organisation.
2.2.2 Accounting
Accounting is also considered to be an important aspect for the business enterprises in
order to get adequate measures for stabilising the financial performance of the company
adequately. In this context, Westrup (2017) articulated that the role of technology makes it more
authentic and error free practice that will bring more adequacy into the organisational practice.
from the research of Cruz (2018) it can be highlighted that the presence of technology in terms of
software in managing accounting is time effective and accurate in course of calculating the
financial condition of the organisation effectively. As a result of that technology plays a pivotal
role in calculating and analysing the accounting of an organisation.
2.2.3 Future aspects
The article of Mesgari and Okoli (2019) pointed out the use of technology in business
practice is definitely resembled with a future orientation of the business and make it effective to
sustain in the high competition. Alford and Page (2015) reflected some points regarding the role

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Impact on Organization
Human resource
Technology
Proficiency
Strategic role
Loyalty & commitment
Competitive advantage
Internet presence
Accounting
Futuristic
Customer relationship
Proficiency
Real world
Business effectiveness
Competitive marketplace
Effective communication
of technology in business organisation and finds out the social media marketing has become a
significant aspect that most of the corporate enterprises are following to get more customers into
the business fold. As a result of that it is effective to get distant customers and by using
technologically advanced tools it will be easier for the companies to maximise its business
profoundly.
2.3 Conceptual framework
Figure 1: Conceptual framework
(Created by the author)

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2.4 Importance of human resource in organisation
2.4.1 Impact on customer relationship
The research of Fox and Cowan (2015) pointed out that the human workforce in
organisation is an important aspect for the business organisations to analyse the impact on
customer relationship. There are number of technological aid that foster an easy accessibility of
the customer relationship management. Nevertheless, it is the human workforce that is
responsible to contact with the customers and entitled to bring high satisfaction to the customers
through the direct interaction. Evans et al. (2016) argued that direct interaction with the
customers can bring effective measure for high retention of customers and the employees are
entitled to make it successfully.
2.4.2 High organisational proficiency
The notion of high proficiency in the organisational activities is firmly resembled with
the process of organisational development. In this regard, the employees are enrolled to create
strategic environment where the company can get advantages in course of development.
According to McGuirk, Lenihan and Hart (2015) the strategic environment can be identified in
terms of good workplace situation and the ability of the human workforce to achieve the aims
and objectives of the organisation. Harris, Pattie and McMahan (2015) mentioned that a toxic
organisational culture can bring down the entire success and achievements of the organisation.
Therefore, the human workforce is the primarily responsible to shape healthy organisational
culture and bring success to the business orientation.

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2.4.3 Real world orientation
From the article of Delery and Roumpi (2017) it could be stated that one of the major
factors of use of technology is to highlight possible factors of organisational situation but it was
the human workforce that is solely witnesses and deals with the real world situation. From that
point of view, Ogunyomi and Bruning (2016) mentioned the efficacy of the workforce and its
vitality to bring effective measure in companies and leads towards effective organisational
development.
2.5 Significance of technology in organisation
2.5.1 Efficient business
The advent of globalisation makes it relevant for the business companies to imbue with
advanced technologies like social media presence and online shopping facilities so that it will be
able to increase the maximisation of customers and ensure sustainable business practice
effectively. The proficiency of the organisation is also an obvious outcome for the companies in
course of expanding business strategically. According to Fauzi (2015) effective business practice
and the impact of technology in business are closely linked to each other and facilitates a strong
presence in the market. It will also bolster the profitability of the business and increase
opportunity to shape healthy business practices.
2.5.2 Competitive marketplace
The presence of technology in organisation is also paves the way for competitive
advantage in marketplace. In the research of Daniel (2017) it was clearly mentioned that digital
marketing in business makes it easier for the companies to maximise the customers and bring
efficacy into the organisational practice. As a matter of fact, Khalid, Dutse and Muazu (2015)

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opined that the enhancing the quality of products and services are also a pertinent benefit that
technology incurs in order to bring more efficacy into the business sustainability. From this
understanding, it can be stated that both the development of products and service and to attract
the customers effectively, the role of technology is highly useful and important.
2.5.3 Efficient communication
In developing communication within the organisation and also with the customers,
technology predominantly plays effective role to demonstrate the efficacy of communication and
the way it will be designed (Moura et al. 2017). As a result of that, it will be effective to
communicate with the employees and customers flawlessly and enhance the proficiency in
business.
3.0 Research methodology
3.1 Research philosophy
This research is going to discuss equal impact of human ability and technology on
organisational proficiency. Therefore, it requires scientific technologies to measure the efficacy
of both the human ability and the technology. In this regard, the research is going to choose
Positivism as the research philosophy for analysing the results effectively.
3.2 Research approach
For this research, deductive approach will be followed in order to analyse the existing
theories and models relevant for this research topic. One of the major reason for opting the
deductive approach is to analyse the existing theories and models on the basis of collected data.
It will be helpful to reach out to the actual results of the research.