Impact of Social Media and Mobile Technologies on Business Performance - Qbic Hotel

LITERATURE REVIEW

Importance of social media and mobile technologies

As per the views of Müller and et.al, (2018) social media has changed the scenario of market. This has helped the people in making connection with mass audience. Social media is the electronic communication tool which helps the users in sharing their views, text and information online. Now, it has become the inexpensive and effective marketing tool that supports business units in making consumers aware with products and services of the firm and influencing their behaviour as well. Biog organizations have enough financial resources and thus, they spend a huge amount in marketing in order to generate more revenues. But when it comes to small and medium sized businesses, then these small firms have to face monitory issues. In such condition, they cut their marketing budget. But development of technologies and social media marketing tactics have supported these enterprises in market their goods and services in efficient manner. This has helped the entities in dealing with international users and expanding their operations across world.

According to Kumar, (2015) in the recent scenario, people like to book their hotel before going to any place. Use of mobile application allows them to do the same. This assists in gathering in-depth details about the place and finding price as well. They can compare one product with the competitor brand as well. Mobile technologies have become the essential tool through which companies can provide immediate services to the consumers and can resolve their quarries soon. Statistical records show that 4.8 billion population are the unique mobile subscribers. This is approx. 65% of the entire population. Consumers interest has been shift towards the mobile applications, they find it suitable platform for trading and booking. This platform has strengthened the consumer engagement and now, a large number of customers are taking support of mobile application for commerce.

Ainin and et.al., (2015) stated that it has become essential for the small and medium sized hotels to have a strong presence on social networking sites and implement mobile technologies. These channels are effective for making effective communication with the customers and spreading brand image across the world. People can access the Facebook page of these firms and can gather details regarding reviews of others. This influences their mind and they can become positive towards the brand. People can raise their quarries on these sites or on mobile application. Companies give immediate response on these platforms which assist in improving customer services of the business. By this way, person becomes loyal towards the brand and they become frequent buyers of the company. Hospitality industry is the service sector where it is essential for the firms to provide satisfactory services to its buyers in order to retain them at workplace for longer duration. If hotels fail to do the same then it can influence the mind of clients and they can move towards other brand. Customers are the key stakeholders of the business; they can affect performance of corporation. If people are not getting adequate services then they start using services of competitor brand which impact on sales of the enterprise.

As per the views of Laudon and Laudon, (2016) there are number of hotels which are taking support of social networking sites. These sites are allowing the clients in posing their questions and asking for specific information regarding room reservation, cancellation, etc. When people get immediate response of their quarries then it makes them positive towards the brand and makes them frequent guest of hotel (Qbic Hotels Amsterdam Knows How to Improve Customer Services with Social Media, 2012). These advanced technologies are considered as highly accessible platforms that aid in managing brand reputation in the market. These are the tools which assist in taking immediate feedback from the consumers regarding services and products of the hotels. So that they can know actual performance of the beguines and can make modifications in the operations in order to provide high quality services to customers. On the other hand, Arie and Mesch, (2016) argued that there are many other options of marketing that can be used by the hospitality industry. These are like email, telecommunication, mouth to mouth publicity, etc. These are cost effective ways and support business unit in enhancing the satisfaction level of consumers. Social media and mobile technologies sometimes create confusion in the mind of clients and if one gives negative revenues on the social networking sites then it influences mind of others as well.

Impact of technologies (social media, mobile application) on business performance

Liébana-Cabanillas and et.al, (2014) stated that social media has created risk for many companies. Twitter, Facebook, etc. some times, negatively impact on business reputation. It is because; if one person gives negative reviews on the social networking sites then it impacts negative on others as well. Then individual think to take experience of other brands. Small and medium size organization cannot afford highly advance communication tools thus, they use traditional ways to coordinate with others. For example: Qbic hotel is the small sized hotel that takes support of social media in order to offer immediate customer services to guests. Its main agenda is to attract more guests and offer them satisfactory services so that they will feel satisfied. Company circulates the needed information through social networking sites to the clients regarding discounts and special offers. It has developed its Facebook page where it uploads all necessary details and images that show that Qbic hotel serves better to the clients and take care of their requirements. This is the reason; sales of company is increasing at a rapid speed. Cited firm allows guests to raise their questions regarding reservation, price, room preferences, etc. This has supported in becoming the best restaurant in Amsterdam. Social media has helped Qbic hotel in its growth because by this way, it has become able to react quickly on the request of guests and it can modify its operations as per their demand.

As per the views of Kumar, (2015) social media and mobile technologies are the cost effective ways to communicate with the consumers. This impacts positively on the business unit and supports in minimizing cost of the firm. As most of the entities are spending huge amount in marketing so, they can gain attention of mass audience. But social media marketing is the cost effective way of promoting the brand. 

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