Digitalization of Feedback System with Integration of Industry 4.0 Enabling Technologies.

What is it about?

Digitalization enables the realization of the resilient infrastructure in every application for achieving sustainability. In the context of the hospitality business, resilient infrastructure based on digital technologies is critical for gaining the best customer feedback on providing quality service. Digital technology has already proved to enhance hospitality services with intelligent decisions through real-time data. In the previous studies, the significance of digital technologies in the hotel sector has been extended in numerous theoretical and empirical studies, yet there is a lack of research that provides a discussion on feedback systems in hospitality with digital technologies applications. With the motivation from the above aspects, this study intends to present the importance and application of the Internet of Things (IoT), artificial intelligence (AI), cloud computing, and big data implementation in customer quality and satisfaction. Moreover, we have discussed each technology´s significance and application for realizing digital-based customer quality and satisfaction. It has been identified that the AI-based system collects the input data from different common websites and compares it with a different algorithm using a neural network. According to the findings of this study, AI and personnel quality of service have an impact on customer pleasure and loyalty. The study also concludes with the following recommendations, such as the design and development of dedicated hardware to gain the actual feedback from the customer on a large scale for improving the accuracy in the future.

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Why is it important?

The digital revolution has drastically altered hotel operations and administration, and in addition to this, digital technologies have been identified as the key foundations of productivity and driven benefit in the hotel industry [1]. According to the World Tourism Organization (WTO) 2017 report, there were 1235 million foreign passengers in 2016, and by 2030, the number of international tourists is estimated to reach 1800 million, with the country’s economy growing at a rate of 2.2 percent per year [2]. Digital transformation seeks to strengthen an entity by producing significant changes to its characteristics by making use of several information, computer, communication, and connectivity technologies [3]. IoT, AI, robotics, blockchain, big data analytics, digital twins, and AR/VR are the digital technologies that have the potential to alter hotels’ management of their operations and value chains [4]. Hotels can utilize these technologies to manage capacity and resources, manage service, customer relationship, order process, competitiveness, service quality, flexibility, resource usage, and innovation [5]. Customer feedback plays an important role in the rapid development of hospitality and other industry services [6]. It is a type of information-based asset that is critical for smart tourism’s long-term survival, including economic and environmental sustainability [7], and also many studies have highlighted satisfaction as an extremely significant part of customer service [8]. In the traditional system, the simplest way to collect feedback from the customer is through the feedback diary at the time of the customer visit .

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