HARVARD 1 - A Critical Evaluation of the Impact of Technology on the Personalisation of Service in the Hospitality Industry Student Name Student Number

HARVARD 1 - A Critical Evaluation of the Impact of...

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A Critical Evaluation of the Impact of Technology on the Personalisation of Service in the Hospitality Industry Student Name: Student Number: Tutor:
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2 University: Portsmouth Faculty: Portsmouth Business School Department: Human Resource & Marketing Management (HRMM) Course: BA (Hons) Hospitality Management Title: A Critical Evaluation of the Impact of Technology on the Personalisation of Service in the Hospitality Industry Author: Tutor: Year Word Total: Integrity Statement: I confirm that this evaluation is my own work and that I have attributed the intellectual property of other writers Signature: Date: 15/04/2016
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3 Executive Summary This business research project offers a critical evaluation of the impact of technology on the personalisation of services in the hospitality industry. The rapid progression of guests' preferences, compelled by the eruption of mobile computing and the increased demand for numerous touch points has generated numerous management challenges for the hospitality businesses. The information systems presently employed in the industry lack stout capabilities to meet the evolving guest demands. The disconnection between changing guest tastes, preferences and modern communication habits and information technology systems has resulted in a gap in hospitality personalization. Many hotels are operating using the older legacy systems that were created from a billing or room-centric outlook. Intrinsically, these systems do not have the flexibility to capture, store and data mine individual guest data efficiently to back the personalization initiatives. This project seeks to close this customization gap by presenting the impact of adopting new technologies in the personalization of guest experiences, with a focus on Portsmouth Marriott hotels .
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4 Acknowledgements I would like to express my sincere appreciation to my tutor for her constant support and encouragement throughout the compilation of this research project.
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5 Table of Contents 1.0.INTRODUCTION 1 1.1.Aim of the Research………………………………………………………………………………2 1.2.Objectives of Research…………………………………………………………………………...3 2.0. LITERATURE REVIEW 4 2.1. Technology-based service design………………………………………………………………...5 2.2. Technology is a global Standard today………………………………………………………….6 2.3. Technology as a means of avoiding commoditization…………………………………………..7 2.4. Speed and convenience as core technology-based customer expectations…………………….8 2.5. Technologies that can revolutionise the hospitality industry…………………………………..9 2.5.1 . Automated Marketing………………………………………………………………..……10 2.5.2. Smart Appliances……………………………………………….……………………..…...11 2.5.3 Customer Relationship Management…………………………….…………………...…….12
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