Impact of Mobile Technology to Enhance the Customer Service Experience in SME Hotels

Introduction

According to Kotler and Keller (2012), In the highly customer driven global market, customers are the major sources of organisational success as high level customer satisfaction leads to organisation success whereas poor level of customer satisfaction. For that reason, it is necessary for every organisation to achieve high level of customer satisfaction to be successful in competitive business environment. However, customer satisfaction is dependent in different issues (Fornell et al, 2010). Customer service experience is a significant determinant for customer satisfaction because if an organisation can provide better customer service experiences continuously to the customers, the organisation enjoys high level of customer satisfaction whereas if an organisation cannot provide better customer service experiences continuously to the customers, the organisation suffers from level of customer satisfaction (Tate and White, 2008). In modern business world, mobile technology is a significant strategic tool for organisations to enhance customer service experiences as it enables the organisations to design and deliver products, quality services and supports, reduce communication barriers between organisation and customers, and build better relationship with customers that increases better customer service experiences (Kursunluoglu, 2011).

Hudson and Hudson (2013) have said that hotel industry is one of the booming sectors in global economy. The industry has experienced significant growth with the fastest growing trend of tourism industry. The growth and success of hotel industry is also dependent on the level of customer satisfaction whereas customer satisfaction in hotel industry is significantly dependent on customer service experiences (Accenture, 2012). Positive customer service experiences of a hotel determine the success of it whereas poor customer service experience can lead poor performance of the hotel. In hotel industry, mobile technology is growingly used and some futurists have strongly urged that future success in hotel industry will be mainly dependent on mobile technology use (Brewer, 2008). It has been justified that better customer service experience in hotel industry is mainly dependent on the service quality and excellence, communication, enjoyable environment and better amenities whereas mobile technology can successfully deliver the better customer service experience and customer satisfaction by enabling hotels to design and deliver high quality and excellent customer services, attractive offerings and amenities, establish better communication and provide enjoyable environment (Avaya, 2011). The relation between the use of mobile technology use and customer service experience increase has been justified from the small and medium size hotels in UK hotel industry. The purpose of the research was to analysis the impact of mobile technology to increase customer service experience in small and medium sized Hotels in West London, UK. For the successful achievement of research purpose, organisational contexts of one small sized hotel Rising Sun Hotel in South Harrow and another medium sized hotel Novotel Hotels London Heathrow have been taken.