EFFECTS OF MODERN TECHNOLOGY IN ENHANCING THE CUSTOMERS EXPERIENCE IN FRONT OFFICE DEPARTMENT TOWARDS GLOBAL COMPETITIVENESS IN SELECTED HOTEL IN QUEZON CITY

Abstract

In 2023, the hospitality industry is rapidly adopting advanced technologies to enhance guest experiences and streamline operations. Key developments include:​  Voice-Activated Systems: Integrating voice recognition technology in guest rooms allows patrons to control lighting, temperature, and entertainment systems through voice commands, offering personalized and convenient services. ​  Contactless Payments: Implementing contactless payment solutions enables guests to settle bills securely and efficiently, reducing physical contact and improving transaction speed.​  Robotics and Artificial Intelligence (AI): Utilizing robots for tasks such as room service delivery and AI-powered chatbots for customer service enhances operational efficiency and provides innovative guest interactions.​  Internet of Things (IoT): Deploying IoT devices in guest rooms allows for smart room controls, where guests can adjust lighting, temperature, and entertainment systems through their devices, creating a personalized environment.​  Data Analytics: Leveraging data analytics helps in understanding guest preferences and behaviors, enabling personalized marketing strategies and improved service offerings.​  However, the integration of these technologies also introduces significant security challenges. A concerning trend is the rise of AI-generated voice scams, where malicious actors use AI to mimic voices, leading to fraudulent activities. In April 2023, an Arizona family was deceived by a scammer using AI to clone a relative's voice, demanding ransom. Additionally, a 2023 survey revealed that 10% of global respondents experienced AI-generated voice scams, with higher incidences in countries like India. ​ To mitigate these risks, hospitality organizations should implement comprehensive cybersecurity measures, including:  Encryption: Protecting sensitive data through encryption ensures that even if data is intercepted, it remains unreadable to unauthorized parties.​  Firewalls and Intrusion Detection Systems: Deploying advanced firewalls and intrusion detection systems helps in monitoring and blocking unauthorized access attempts to networked systems.​  Regular Security Audits: Conducting frequent security audits assists in identifying vulnerabilities and ensuring compliance with industry standards.​  Employee Training: Educating staff about security protocols and potential threats enhances vigilance and reduces the likelihood of successful phishing or social engineering attacks.​  Collaborative Efforts: Engaging in industry-wide collaborations to establish unified data security policies and adopting strong authentication methods can create a more secure environment across the sector.​  By embracing these technologies while proactively addressing security concerns, the hospitality industry can enhance guest experiences and maintain trust in an increasingly digital landscape.​ Purposive sampling, also known as judgmental or selective sampling, is a non-probability technique where researchers deliberately select participants based on specific characteristics or qualities relevant to the research objectives. In the context of studying the impact of modern technology on customer experience in selected hotels in Quezon City, purposive sampling is particularly suitable. By intentionally choosing hotels renowned for their effective integration of technology and global competitiveness, researchers can gain insights from establishments that are likely to provide valuable information on the subject matter.​  When selecting these hotels, it's important to consider factors such as: Assessing the hotel's reputation, market position, and financial performance can indicate its commitment to adopting advanced technologies to enhance operations and guest experiences.​ Evaluating the extent to which a hotel has incorporated modern technologies such as property management systems, customer relationship management tools, and in-room innovations, can provide insights into its technological maturity.​  Analyzing guest feedback, online reviews, and ratings can reveal how technology impacts customer experiences and satisfaction levels.​  By focusing on hotels that meet these criteria, researchers can gather targeted data on how technological advancements influence customer experiences in the hospitality sector. However, it's essential to acknowledge that while purposive sampling allows for in-depth exploration of specific cases, the findings may not be generalizable to all hotels in the region. Nonetheless, this method is valuable for obtaining detailed insights from particular cases that align with the research objectives. The study surveyed 100 respondents, comprising 45% individuals aged over 26 years, 56% males, and 38% college graduates. Participants evaluated the effectiveness of modern technology in hotels across four key dimensions:​ The use of technology facilitated swift and efficient communication between guests and hotel staff, enhancing responsiveness to guest needs.​  Customer Experience: Technological amenities and services enriched the overall guest experience, offering conveniences such as mobile check-ins and personalized recommendations.​  Customer Satisfaction: The integration of modern technology contributed to higher levels of guest satisfaction by meeting contemporary expectations for digital services.​  Fast Transactions: Digital payment systems and automated processes streamlined financial transactions, reducing wait times and improving operational efficiency.​  Overall, the study found that modern technology significantly enhanced the hotel stay experience by simplifying access to information and services, thereby improving the guest experience. However, 12.52% of respondents encountered challenges such as lack of basic knowledge, system maintenance issues, and technical difficulties. Despite these challenges, the findings align with broader industry trends, indicating that modern technology is a valuable tool for enhancing customer experience and satisfaction in the hotel industry.​  These results are consistent with industry observations, where 73% of guests reported they are likely to return to a hotel that meets their technology needs, underscoring the importance of technological integration in enhancing guest satisfaction. The study surveyed 100 respondents, revealing a demographic composition of 56% male and 44% female participants. Age-wise, the majority were over 26 years old, followed by those aged 21–25, and under 20.​  Respondents evaluated the impact of modern technology in the front office department across four key areas, each rated on a scale where a higher mean indicates greater effectiveness:​ Mean score of 4.00​, Customer Experience: Mean score of 4.00​, Customer Satisfaction: Mean score of 3.99​, Fast Transactions: Mean score of 4.00​. However, 12.52% of respondents (12 individuals) reported experiencing challenges such as technical difficulties, system maintenance issues, and a lack of basic knowledge regarding the technological systems in place. These findings align with existing literature, which highlights that the integration of Information and Communication Technologies (ICT) in front office operations can significantly impact service quality and productivity, depending on factors like the demographic profile and IT skills of front office personnel. ​ These results underscore the positive influence of modern technology on hotel operations, while also highlighting areas where improvements are needed to enhance user experience and address existing challenges.