Stage submission.

Literature review.

2.1 Introduction.

The literature review in this study aims to provide a comprehensive understanding of the impact

of telecommunications on the customer experience in the hospitality industry. It focuses on two

international hotel chains, Marriott and Hilton, and compares their use of telecommunications to

enhance customer experience. A comparative approach will be taken. This will involve searching

for relevant literature using keywords and phrases related to the topic of interest. Academic

databases such as Google Scholar will be used, and relevant journals, conference proceedings,

and books will also be reviewed.. The information gathered will then be synthesized into a

cohesive narrative that accurately summarizes the existing research on the impact of

telecommunications on the customer experience in the hospitality industry. Kandampully, J.,

Zhang 27(3), 379-414.

2.2 Theoretical aspect of literature review.

In this study, we will evaluate the most relevant and established theories that can be applied to

analyze the impact of telecommunications on the customer experience in the hospitality industry,

with a focus on international hotel chains that is Marriott and Hilton. These theories can be

broadly classified into two categories: technology acceptance theories and customer experience

theories.
Technology acceptance theories focus on how customers perceive and accept new technology in

the hospitality industry. One of the most established technology acceptance theories is the

Technology Acceptance Model (TAM) developed by Davis et al. (1989). TAM suggests that

perceived usefulness and perceived ease of use are the key factors that influence a user's

intention to use a new technology. Other technology acceptance theories, such as the Unified

Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003) and the

Innovation Diffusion Theory (IDT) (Rogers, 1983), have also been applied in the hospitality

industry. , Workman, M. (2007), 8 (2): 318–342

Customer experience theories focus on how customers perceive and evaluate their experiences

with a service provider. One of the most established customer experience theories is the Service

Quality (SERVQUAL) model developed by Parasuraman et al. (1985). SERVQUAL suggests

that customers evaluate their experiences based on five dimensions of service quality: tangibles,

reliability, responsiveness, assurance, and empathy. Other customer experience theories, such as

the Customer Experience Management (CEM) framework developed by Meyer and Schwager

(2007), have also been applied in the hospitality industry. Lemon, K., & Verhoef, P. (2016). 69-

100.

The impact of telecommunications on the customer experience in the hospitality industry can be

analyzed using both technology acceptance theories and customer experience theories. From a

technology acceptance perspective, TAM can be applied to understand how customers perceive

the usefulness and ease of use of telecommunication technologies such as mobile apps, chatbots,

and virtual assistants offered by Marriott and Hilton. By understanding customer perceptions of

these technologies, hotel chains can design and implement telecommunications systems that are

more user-friendly and meet customer needs. Additionally, the UTAUT and IDT can be applied
to identify factors that influence customer adoption of telecommunication technologies in the

hospitality industry.

From a customer experience perspective, the SERVQUAL model can be applied to evaluate the

impact of telecommunications on the quality of service provided by Marriott and Hilton. For

example, the tangibles dimension can be used to evaluate the quality of telecommunications

equipment and infrastructure, while the responsiveness dimension can be used to evaluate the

speed and efficiency of customer service provided through telecommunications channels. The

CEM framework also be applied to understand how Marriott and Hilton can design and manage

customer experiences across multiple touchpoints, including telecommunications channels.

IvyPanda Updated: ( 7th, 2021)

2.3 Empirical aspect of literature review.

One objective of this study is to analyze the impact of telecommunications on the customer

experience in the hospitality industry, specifically focusing on two international hotel chains,

Marriott and Hilton. Through a comparative study, the research examined the use of

telecommunications technology by these hotel chains and its effectiveness in enhancing the

customer experience.

Telecommunications have a significant impact on the customer experience in the hospitality

industry, especially in the era of modern technology where customers expect to have seamless

communication and connectivity throughout their stay. One of the impact is the provision of

high-speed internet access. Marriott and Hilton are known for their reliable and fast internet

connectivity, which is crucial for customers who need to stay connected. The provision of high-
speed internet access enables customers to easily access information about the hotel, check-in

and out online, order room service, and access other hotel services. (Want, 2009p.76).

Telecommunications also impact the customer experience in the hospitality industry by enabling

hotels to offer personalized and convenient services. Both Marriott and Hilton use mobile apps

that enable customers to book their rooms, check-in and out, and access other hotel services from

their smartphones. These apps also allow customers to personalize their stay by requesting

specific amenities, such as extra towels, or even specific room locations. Also Marriott and

Hilton have customer service hotlines that customers can call in case of any issues or concerns

during their stay. This helps to improve customers satisfaction by providing them with timely

and effective solutions to any issues they may encounter during their stay. (Wang, Xiang, Law &

Ki, 2016 p.36).

In the comparative study, we will examine the use of telecommunications technology between

these two hotel chains in enhancing customer experience. Marriott is a global hospitality

company with over 7,500 properties in 132 countries and territories. Hilton is another global

hospitality company with over 6,500 properties in 119 countries and territories. Both hotel chains

have invested heavily in mobile apps, digital keys, and fast Wi-Fi. Marriott and Hilton's use of

telecommunications technology has significantly enhanced the customer experience by reducing

wait times and making the check-in process faster and more convenient for customers. IvyPanda

Updated: ( 7th, 2021)

However, one difference between Marriott and Hilton's telecommunications technology is that

Marriott's mobile app also allows customers to order room service and other hotel amenities. On
the other hand, Hilton's app only allows customers to check-in, check-out, and access their

digital keys.

The study reviewed the following gaps, merits, and demerits in the process of analyzing the

impact of telecommunications on the customer experience in the hospitality industry between

Marriott and Hilton.

Merits:

 Telecommunications can improve customer service and satisfaction by providing quick

and convenient communication channels.

 Telecommunications technology can enhance the customers experience by offering

personalized and customized services.

 Telecommunications can enable hospitality businesses to streamline operations and

reduce costs.

Demerits:

 Overreliance on technology can detract from the personal touch and human interaction

that is crucial to the hospitality industry.

 Telecommunications can create privacy concerns if customers feel their personal

information is being collected and shared without their consent.

 Technical issues with telecommunications technology can lead to frustration and

dissatisfaction among customers.

Gaps:
  Limited research has been conducted on the impact of telecommunications on the overall

customers experience.

 There is a lack of standardized metrics for measuring the success of telecommunications

initiatives in the hospitality industry.

 There is limited research on the effects of different telecommunications technologies on

customers satisfaction and loyalty.

The objective could be revised to focus on exploring the most effective telecommunications

technologies for enhancing the customers experience in the hospitality industry.

The next objective of this study is to compare and contrast the telecommunications practices of

Marriott and Hilton hotels, and evaluate the impact of these practices on the customer experience

in the hospitality industry. Butterworth-Heinemann, New York, 2010, p. 134

Telecommunications practices:

 Wi-Fi: Both Marriott and Hilton offer free Wi-Fi for customers, but there are some

differences in how they provide it. Marriott offers free Wi-Fi only to Marriott Bonvoy

members, while Hilton provides free Wi-Fi to all customers

 In-room phones: Both Marriott and Hilton have in-room phones, but Hilton has been

transitioning away from them in recent years. Many of their properties now use a mobile

app called "Hilton Honors" that allows customers to control their room's amenities, order

room service, and communicate with hotel staff. Marriott still uses in-room phones, but

they've also started adding mobile apps for customers to use during their stay.
  Business centers: Both Marriott and Hilton have business centers that offer customers

access to computers, printers, and other office equipment. Marriott typically charges for

these services, while Hilton offers them for free to Hilton Honors members.

Impact on customer experience:

 Wi-Fi: In today's connected world, free Wi-Fi is almost an expectation for hotel

customers. Hilton's decision to offer it to all customers, not just loyalty program

members, can be seen as a customer-friendly move that puts their needs first. Marriott's

approach, on the other hand, may be seen as a way to incentivize customers to join their

loyalty program, which could be seen as a less customer-centric approach.

 In-room phones: Hilton's move to a mobile app for room service and communication with

staff could be seen as a forward-thinking move that aligns with modern customer

behavior. Marriott's use of in-room phones may still appeal to older customers who prefer

the familiarity of a traditional phone.

 Business centers: While business centers can be convenient for customers who need to

print documents or access a computer, they're becoming less relevant as more people

bring their own devices when they travel. The fact that Hilton offers these services for

free to loyalty program members could be seen as a customer-friendly move that rewards

frequent customers. Marriott's decision to charge for these services could be seen as a

way to generate more revenue from business travelers. Butterworth-Heinemann, New

York, 2010, p. 134

Merits:
  Both Marriott and Hilton offer free Wi-Fi to their customers, recognizing the importance

of staying connected while traveling.

 Hilton's mobile app allows customers to control their room's amenities and communicate

with hotel staff, providing a convenient and modern experience.

Demerits or gaps:

 Marriott only offers free Wi-Fi to loyalty program members, which may be seen as a less

customer-centric approach.

 While Hilton's move away from in-room phones may appeal to some customers, it may

not be preferred by others who prefer the familiarity of traditional phones.

The objective could be revised to identify potential areas for improvement in each hotel's

telecommunications practices, considering the evolving needs and preferences of modern

travelers.

The next objective is to identify the challenges faced by Marriott and Hilton in implementing

effective telecommunications strategies. One of the challenges is the rapidly evolving nature of

telecommunications technology, which can make it difficult for Marriott and Hilton to keep up

with the latest trends and adopt them quickly. Implementing new technologies requires

significant investments in both time and money, which can result in wasted resources if the

technology becomes obsolete before it is fully implemented. Another significant challenge is

managing costs while still delivering high-quality telecommunications services to customers.

Implementing effective telecommunications strategies can be expensive, especially for large

complex hotel chains like Marriott and Hilton.

Marriott and Hilton collect and store sensitive customers data, they need to ensure that their

telecommunications infrastructure is secure from potential data breaches. This requires constant

monitoring and updating of security measures to keep up with evolving cybersecurity threats.

Operating in multiple countries with unique telecommunications regulations is also a challenge

for Marriott and Hilton. Each country has its own unique telecommunications regulations, which

can make it challenging to implement a consistent telecommunications strategy across all

properties.

Last objective is to provide recommendations for improving telecommunications practices in

Marriott and Hilton hotels to enhance customer experience. Recommendations includes

upgrading Wi-Fi and internet connectivity, providing in-room entertainment options, offering

mobile check-in and keyless room entry, ensuring reliable and responsive customer service.

The following are Merits and demerits of implementing this recommendations.

Merits.

 Increased customer satisfaction: Providing better telecommunications practices in

Marriott and Hilton hotels can enhance the customer experience and lead to higher levels

of satisfaction.

 Competitive advantage: By improving telecommunications practices, Marriott and Hilton

hotels can differentiate themselves from their competitors and attract more customers.

 Increased revenue: Improving telecommunications practices can result in increased

revenue through higher customer satisfaction and repeat business.

Demerits.
  Implementation: Implementing new telecommunications practices can be challenging,

and it may take time to train staff and integrate new systems.

 Technological advancements: The telecommunications industry is constantly evolving,

and Marriott and Hilton hotels may need to continuously update their practices to keep up

with new technologies and customer expectations.

 Privacy concerns: Improving telecommunications practices may involve collecting more

customer data, which raises privacy concerns and requires compliance with data

protection laws.

Conclusion.

The study aims to provide an overview of the existing research on the impact of

telecommunications on the customer experience in the hospitality industry, with a focus on

Marriott and Hilton international hotel chains. The review is based on a comparative approach

and has used relevant literature from academic databases such as Google Scholar, journals,

conference proceedings, and books. The literature review covers two broad categories of

theories, technology acceptance theories, and customer experience theories. The empirical aspect

of the literature review highlights the significant impact of telecommunications on the customer

experience in the hospitality industry, including the provision of high-speed internet access and

virtual meetings and events. However, overreliance on technology can detract from the personal

touch and human interaction that customers expect in the hospitality industry.

References.
 Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: a review

andfuture directions with a special focus on the hospitality industry. International Journal

of Contemporary Hospitality Management, 27(3), 379-414.

 IvyPanda Updated: ( 7th, 2021) Comparative Analysis of Hilton Hotel and Marriot

International Hotels Report https://ivypanda.com/essays/comparative-analysis-of-hilton-

hotel-and-marriot-international.

 Workman, M. (2007), "Advancements in technology: New opportunities to investigate

factors contributing to differential technology and information use.", International

Journal of Management and Decision Making, 8 (2): 318–342,

 November 2017. (Jay Kandampully) International Journal of Contemporary Hospitality

Management. 30(4):00-00.DOI:10.1108/IJCHM-10-2015-0549.

 Brotherton, B, An introduction to the UK hospitality industry: a comparative

approach, Butterworth-Heinemann, New York, 2010, p. 134

 Lemon, K., & Verhoef, P. (2016). Understanding customer experience throughout the

customer journey. Journal of Marketing, 80(6), 69–96.